2009 Trends to Watch in Media and Broadcasting Technology

ROCKVILLE, MD, Apr 20 (MARKET WIRE) --
MarketResearch.com has announced the addition of Datamonitor's new report
"2009 Trends to Watch: Media and Broadcasting Technology," to their
collection of Broadcasting & Cable market reports. For more information,
visit
http://www.marketresearch.com/redirect.asp?progid=67618&productid=2090472.

Introduction

This brief identifies the key trends within the media and broadcast sector
in 2009. While declining advertising revenues will have a severe impact on
traditional players, the transition to file-based workflows; the
integration of production, corporate and IT infrastructure; and new
techniques in addressable advertising will all be key areas for technology
investment in the sector.

Scope

-- Discusses how advertising spend is hurting traditional media players,
especially those in print media.
-- Looks at how some media and broadcast companies will thrive in the
downturn.
-- Discusses areas of significant potential investment in the sector.
-- Provides recommendations for technology companies targeting media &
broadcast.

Highlights

It will be important for vendors and professional
services companies targeting the sector to promote their ability to
tackle these issues and to generate considerable cost saving benefits
over the course of next year.

Key findings are: audiences will continue to migrate to multiple content
platforms; the competitive landscape will transform significantly due to
negative market conditions; broadcasters will move to more effective ad
techniques to secure revenue; and broadcasters will continue to invest in
infrastructure despite cost cutting initiatives.

Reasons to Purchase

-- Read about the underlying factors that are driving technology
investment in media & broadcast.
-- Understand the key messages to take to market in 2009.
-- Better focus your company's strategy when targeting media & broadcast
companies.

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
Audiences will continue to migrate to multiple content platforms
Growth of broadband adoption remains the biggest driver for audience
fragmentation
OVPs continue to attract consumers to web-based services with long
form content
Rights and content management will grow in importance with
multiplatform distribution
Falling ad spend will dramatically change the media business landscape
The newspaper sector will see the continuing closure of major local
and national publications
Successful broadcasters must diversify revenue streams to reduce
dependency on ad spend
Ad spending will continue to migrate from broadcast to online channels
Local TV ad spend will decrease significantly in the US due to the
current economic downturn
Diversifying revenue streams will hedge against falling ad revenue
Cash-rich media conglomerates will focus on M&A to profit from the
economic climate
Broadcasters will move to more effective ad techniques to secure
revenue in 2009
Middleware systems will be essential for audience measurement for
broadcasters and pay-TV
Ad insertion systems will continue to be deployed as service providers
move to new business models
Home addressability increases effectiveness but the lack of
understanding remains a challenge
Broadcasters will continue to invest in infrastructure despite cost
cutting initiatives
IT, business and production functions will continue to integrate in
major broadcasters
The move to file-based systems will require significant network
infrastructure investment
ACTIONS
Impact on players in the media and broadcast sector
Recommendations for those selling into the broadcast sector
APPENDIX
Definitions
Methodology
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Western European and North American broadband subscribers,
2007-2012
Figure 2: The alignment gap between business goals and IT
Infrastructure

For more information visit
http://www.marketresearch.com/redirect.asp?progid=67618&productid=2090472

Contact:
Gregg Kellett
MarketResearch.com
gkellett@marketresearch.com
240.747.3008

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