Television of the future set for broad adoption


The world is gearing for an explosion in the adoption of 4K Ultra High Definition Television (4K UHDTV), a new research has shown.

The new research by Intelsat S.A., the world’s leading provider of satellite services, indicates that although the 4K UHDTV has been met with both excitement and skepticism within and outside of the media industry, the television will be the main stream within 10 years.

In fact, 42 per cent of the respondents stated that they have made a firm decision to launch a 4K UHDTV service and have a specific timeframe for its roll out within the next four years.

The main driver cited by media companies was the ability to provide the competitive differentiation necessary to attract new subscribers to their linear broadcast and cable television channels.

“While it is becoming more evident that the transition to 4K UHDTV is highly likely, the road to adoption will take many paths given the business model evolution resulting from the multi-screen viewing environment,” stated Peter Ostapiuk, Vice President, Media Product Management, Intelsat.

He added that while in the past socio-economics, demographics and technology infrastructure have determined the adoption of high definition television, this time round media companies are more focused on building the right business model that will enable them to deliver high quality and reliable content.

Intelsat surveyed technical and non-technical media executives from its global customer base, which is comprised of many of the world’s largest media companies that conduct business on a regional and global basis.  The nearly 80 respondents represent a statistically significant sample of the pool of potential respondents.

While the majority of respondents believe that 4K UHDTV adoption is inevitable, in stark contrast to initial views of the 3DTV trend from several years ago, there is disparity in terms of what segments and business models are regarded as likely to adopt 4K UHDTV first, with non-technical executives having significantly different views from technical executives.

Digital cinema (38 per cent), over the top (OTT) and direct-to home (DTH) are the most widely mentioned segments for 4K UHDTV to gain momentum and those views differ sharply between technical and non-technical participants.

In addition, 60 per cent point to video on demand as the business model expected to first gain momentum, almost double the 34 per cent stating that linear channels will be the first to do so.

Media professionals surveyed believe that the pace of 4K UHDTV adoption will vary by region.  For example, 47 per cent believe 4K UHDTV will first take hold in Asia Pacific, 34 per cent expect North America to be the early adopter and only 16 per cent believed Western Europe would be the first to roll out the new technology.

Some of the critical factors that will impact adoption include higher transmission and content production costs (67 per cent), availability of more efficient transmission technologies (62 per cent), affordable television sets (51 per cent) and ability to achieve a return on their investment (71 per cent).

Roughly a third of those surveyed stated that a critical mass of content (38 per cent), sufficient household penetration (35 per cent) and available 4K UHDTV-enabled set top boxes (31 per cent) are important factors in accelerating the roll-out of 4K UHDTV.  Movies (53 per cent) and sports (42 per cent) are the most widely identified types of 4K UHDTV content expected to gain momentum first.

Intelsat Media Survey Infographic (.pdf, Acrobat Reader)

Supporting Resources:

·         4K UHDTV:  Moving from Pause to Pushing Play:  Peter Ostapiuk, Vice President, Media Product Management, Intelsat http://www.intelsat.com/blog/media-blog/4k-uhdtv-moving-from-pause-to-pushing-play/

·         Fast Forward to a 4K Future: http://www.intelsat.com/blog/intelsat-news-blog/infographic-fast-forward-to-a-4k-future

·         Intelsat Media Services:  http://www.intelsat.com/services/media-services/

GITEX


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