Interactive Program Guides (IPGs) – the “Killer App” for Enhanced TV

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Interactive Program Guides (IPGs) – the “Killer App” for Enhanced TV

Service: Multimedia Broadband Services & Infrastructure
Report Number: IN0401193MB
Publication Date: September 2004
Number of Pages: 77
Report Price: $3,495 U.S. Dollars
Analyst: Gerry Kaufhold

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Abstract
Interactive Program Guides (IPGs) will become the “entertainment portal” for nearly all consumers.

We believe that three key companies will ultimately have the staying power to succeed over the long term in the IPG space: Gemstar-TV Guide, Microsoft and Tribune Media Services. There will still be sustainable business models for a host of smaller companies who can identify and command key niche opportunities.

New geographic regions are becoming key growth opportunities for IPGs.

In addition, Consumer Electronics Products are becoming targets for embedded IPGs that have program listings delivered using broadcast datacasting services, or wireless broadband connection services.

TV Guide is still in a position to define the agenda for the IPG market. Their large installed base, key customer relationships, and the power of TV Guide’s brand name will keep them in command for the immediate future. Microsoft and Tribune Media Services will be able to mount effective competition, and drive the industry forward.

We expect the worldwide IPG market will grow to nearly $1 Billion (US) during 2008.

Table of Contents

Executive Summary
Methodology
- Methodology
Electronic Program Guides In Flux
- Four New Directions For Growth Of The Industry
  - The Migration From Electronic Program Guides (EPGs) To Interactive Program Guides (IPGs)
    - Electronic Program Guides Present A Grid Of TV Listings
    - Interactive Program Guides Increase Navigation Options
  - The Settling Of Lawsuits Opens The Way For Competition
  - New Geographic Regions Are Becoming Available As Markets
    - Tribune Media Services Expanding Their Product Portfolio In Europe
    - Microsoft's IP-TV Also Expanding Into Europe
  - Consumer Electronics Products Are Now Viable Targets For IPGs
IPGs Are Likely To Be Used In Any Devices That Show Digital Video
- Visual Entertainment Creates The Market
- Consumer Terminal (TV, PC, Set Top Box) Holds The IPG
  - Recurring Revenues Or One-Time Fees Are Paid For Use Of An IPG
- Packaged Goods, Broadcast Networks, Cable/Satellite TV, Video From Telcos, And The Internet Deliver "Content" To Consumer Terminals And Personal Computers
  - Personal Computers And The Internet Create New Opportunities
Seven Market Segments Likely To Drive Growth For IPGs
- Network-connected TV Systems
  - Cable TV Systems
    - Open Cable Applications Platform (OCAP) IPGs Will Provide Support For Video-On-Demand, Personal Video Recorders and HDTV
  - Satellite TV Systems
  - Digital Terrestrial Broadcast TV Systems
  - Telephone Company And IP-TV Systems
    - Telco Video Services Will Support VOD, PVR and HDTV
    - Telco Services May Support Non-TV Applications As Well
- Line Powered Consumer Electronics TV Systems
  - CE Products Require "Built In" Circuitry Plus A Data Delivery Service
  - Data Delivery Service Presents A Business Model Problem
  - Telephone Line Downloads Paid For By Subscriptions
  - Wireless In-Home Networks Using A Broadband Connection
  - Digital TV Sets And Digital Disk Recorders Will Need An IPG
  - Large Consumer Electronics Companies Pay The Fees
  - Data Delivery Over Broadcast TV Services - "Datacasting"
  - Based On TeleText And The Vertical Blanking Interval (VBI)
  - TV Guide Advances Datacasting With TV Guide On Screen
  - TV Guide Has Developed An Innovative National Delivery Network
  - TV Guide's Datacasting Approach Being Used Throughout The World
- Wireless and Portable Consumer Electronic TV Systems
- The Internet, Which Is Its Own Unique Group
  - PC-TV Tuners Create A New Category - Downloadable IPGs
- VEIL Interactive - A Possible Breakthrough For Delivery Of TV Program Listing Data
  - VEIL Embeds Data Bits Into The Visible Portion Of A TV Image
  - VEIL 2 Survives Digitization, Compression And Decompression
  - VEIL 2 Could Be Used To Delivery IPG Data Via Digital Satellite
    - Vertical Blanking Interval Datacasting Doesn't Work On Digital TV Services
    - VEIL 2 Can Be Decoded Using Standard Digital Circuits Inside The Box
Step-By-Step Analysis Of Scientific Atlanta's SARA As A Model IPG
- Scientific Atlanta's Resident Application - SARA - As A Model IPG
  - Inside SARA - The Basics
  - SARA "Look And Feel" Can Be Adjusted For Branding
  - Support For "Everything On Demand," Or "xOD"
  - Support For High Definition Television (HDTV)
  - Support For "Web-Like" HTML Services
  - Support For Personal Video Recorders
Four Crucial Ingredients Reduce The Playing Field Over The Long Term
- Only Three Companies Seem To Come To Mind
Gemstar-TV Guide Continues To Define The Agenda For The Interactive Program Guide Industry
- Gemstar-TV Guide Changes Tactics - "Kinder" & "Gentler"
- Gemstar-TV Guide Restructures
- TV Guide Reinvigorates Their Approach - "What's On?"
- TV Guide Brand Name Clearly Separates Them From The Competition
  - NBC's Olympics Coverage Promoted On TV Guide Channel
  - TV Guide Brand Riding "Shotgun" With Technology Agreements
  - A Closer Look At The Major Comcast IPG Deal
    - Open Cable Applications Platform (OCAP) To Benefit
  - TV Guide Is A Dominant Player In Their Current Market Segments
    - TV Guide Publishing Segment
    - TV Guide Cable and Satellite TV Segment
    - TV Guide Consumer Electronics Licensing Segment
  - Other Items That Help TV Guide Continue To Define The IPG Agenda
  - TV Guide Adapting To Drive Revenues For Network Service Providers
- TV Guide On Screen Takes The Lead For IPG-Equipped Consumer Electronic Products
  - TV Guide On Screen Poised To Change The Advertising Market On A Worldwide Basis
    - Advertising Opportunities Are Built In To All TV Guide IPGs
- A Quick Look At The TV Guide On Screen IPG
Microsoft TV As A Major Participant In The IPG Market
- Microsoft Windows Media Series 9 And Beyond
  - High Definition Television Being Promoted By Windows Media
- Microsoft Is A Global Industry Leader For Digital Rights Management (DRM)
  - Partnerships With Disney, Time-Warner, And Others
  - Making "Content" Portable Is Coming Next
- Microsoft TV Foundation Edition Succeeding In Cable TV
  - In North America, CableLabs OCAP Is A Consideration
- Microsoft TV Deploys New IP-TV Systems
- Swisscom/Bluewin IP TV Trials
- Microsoft Defining Itself As A Systems Company For Next-Generation TV Service Providers
- Deep Pockets, Global Reach And Solid Company Commitment Provide Clear Advantages
Tribune Media Services - Expanding In North America And Globally
Pioneer Electronics (USA), Inc.
- Pioneer Passport Application Suite From Pioneer Digital Technologies, Inc. Includes EPG/IPG
  - Pioneer Passport Version 3.0 Application Suite
  - Pioneer Passport's Interactive Program Guide (IPG)
  - Compliant With Interactive Service Architecture
  - Available On All Popular Digital Cable Set Top Boxes
Other IPG Companies
- Liberate Technologies
- Digeo. Inc.
- The Computer Download EPGs
  - Decision Mark's Titan TV - Free Over-The-Air PVR
  - Frey's Electronics SAGE
  - nexTView in Germany
  - DigiGuide in the UK
Market Value For IPGs
- Two Major Categories Of IPG Products
- Network-Connected Digital Set Top Boxes
- Consumer Electronics Products
  - Contracts For Usage Fees And Licensing Are Flexible
- North American Market Value By Category
  - Network-Connected Set Top Box IPGs By Category
  - Consumer Electronics Products With IPGs By Category
- European Market Value By Category
  - Network-Connected Set Top Box IPGs By Category
  - Consumer Electronics Products With IPGs By Category
- Asian Market Value By Category
  - Network-Connected Set Top Box IPGs By Category
  - Consumer Electronics Products With IPGs By Category
- ROW Market Value By Category
  - Network-Connected Set Top Box IPGs By Category
  - Consumer Electronics Products With IPGs By Category
Worldwide Market Value Summary By Category
- Network-Connected Set Top Box IPGs By Category
- Consumer Electronics Products With IPGs By Category
Regional Market Value
- Network-Connected Set Top Box IPG Revenues
- Regional Value Of Consumer Electronics Products With Licensed IPGs
Comparison Between Recurring And One-Time IPG Value

List of Tables

Table 1. Worldwide Value Of IPG Usage Fees And Licensing Fees (Annual Value in US$ in millions, annual growth rate, Compound Annual Growth Rate)
Table 2. Number Of Network-Connected Set Top Boxes Using IPGs By Category - North America (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 3. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - North America (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 4. Number Of Consumer Electronics Products Licensing IPGs By Category - North America (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 5. Annual Value Of Consumer Electronics Products Using IPGs By Category - North America (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 6. Number Of Network-Connected Set Top Boxes Using IPGs By Category- Europe (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 7. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - Europe (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 8. Number Of Consumer Electronics Products Licensing IPGs By Category - Europe (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 9. Annual Value Of Consumer Electronics Products Using IPGs By Category - Europe (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 10. Number Of Network-Connected Set Top Boxes Using IPGs By Category - Asia (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 11. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - Asia (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 12. Number Of Consumer Electronics Products Licensing IPGs By Category - Asia (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 13. Annual Value Of Consumer Electronics Products Using IPGs By Category - Asia (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 14. Number Of Network-Connected Set Top Boxes Using IPGs By Category- ROW (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 15. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - ROW (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 16. Number Of Consumer Electronics Products Licensing IPGs By Category- ROW (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 17. Annual Value Of Consumer Electronics Products Using IPGs By Category - ROW (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 18. Number Of Network-Connected Set Top Boxes Using IPGs By Category - Worldwide (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 19. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - Worldwide (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 20. Number Of Consumer Electronics Products Licensing IPGs by Category - Worldwide (Number of boxes paying IPG fees, in thousands, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 21. Annual Value Of Consumer Electronics Products Using IPGs By Category - Worldwide (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 22. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Region (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 23. Annual Value Of Consumer ElectronicsProducts Using IPGs By Region (Value of IPG fees, in US$ millions, annual growth rate in percent, percent of regional total, by category, and Compound Annual Growth Rate)
Table 24. Comparison Of Worldwide Annual Value Between IPG Fees Collected For Network-Connected Set Top Boxes And Consumer Electronics Products (worldwide annual value, US$ in millions, by major group, annual growth rate in percent, percent of worldwide total value, Compound Annual Growth Rate)

List of Figures

Figure 1. Ways Professional "Media" and "Content" Get Delivered To Consumers
Figure 2. Screen Shot Of TV Guide On Screen IPG Showing Embedded Advertisement
Figure 3. Screen Shot Of TV Guide On Screen IPG Showing Interface To Attached PVR
Figure 4. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Category - Worldwide (Value of IPG fees, in US$ millions)
Figure 5. Annual Value Of Consumer Electronics Products Using IPGs By Category - Worldwide (Value of IPG fees, in US$ millions)
Figure 6. Annual Value Of Network-Connected Set Top Boxes Using IPGs By Region (Value of IPG fees, in US$ millions)
Figure 7. Annual Value Of Consumer ElectronicsProducts Using IPGs By Region (Value of IPG fees, in US$ millions)
Figure 8. Comparison Of Worldwide Annual Value Between IPG Fees Collected For Network-Connected Set Top Boxes And Consumer Electronics Products (worldwide annual value, US$ in Billions)

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