The Future of TV opportunities IPTV is facilitating for novel revenue streams

Insley, Matthew James (2007) The Future of TV opportunities IPTV is facilitating for novel revenue streams. [Dissertation (University of Nottingham only)] (Unpublished)

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IPTV (Internet Protocol TeleVision) is being hailed by industry experts as the "future of television" and as such this dissertation looks into the business environment within which it operates. Seminal literature in the business field was reviewed to yield concepts that facilitated analysis of IPTV and the stakeholders therein. Using the internet as a transmission medium to broadcast media was found to present a unique set of opportunities and threats that differ from traditional TV transmission mediums. The opportunity for a novel revenue stream based around increased targeting of adverts within the programming was found through primary and secondary research. This increased targeting is made possible due to the customisation and break from linear programming that IPTV already facilitates. The crux of the novel revenue stream comes from customising the advertising that users of IPTV see by utilising information about the users. Primary research has shown that people are not adverse to the concept of volunteering increased amounts of information for the purpose of targeting adverts, especially when incentives such as reduced price were given.

The IPTV industry has been found to be of two fundamental types; public internet IPTV and telecommunications IPTV. The distinctions between them are on many levels and the main similarity is that they both use the internet as a transmission medium. Telecommunications IPTV is more like traditional TV and as a result it will be more challenging to implement the novel revenue stream. The exact technical issues that would occur when implementing the novel revenue stream are not explored in great depth. The purpose of this dissertation is to generate a novel revenue stream that is possible within the IPTV industry that could be implemented, and to study the business implications rather than hardware and software needed to facilitate it. The implications of pricing customised adverts are explored and the proposed methods are analogous to internet advertising pricing and divergent from traditional TV advertising pricing.

Item Type: Dissertation (University of Nottingham only)
Keywords: IPTV, revenue streams, value grid
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 23 Oct 2016 00:27

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