2007 Australia - Digital Media - Overview and Statistics

1. THE MARKET IN 2007

1.1 Introduction

1.2 Convergence at work

1.3 The Internet

1.3.1 The killer app

1.3.2 High-speed, always-on Internet

1.3.3 It’s worthwhile fighting for open networks

1.4 Digital content

1.4.1 Introduction

1.4.2 Watch out for the Internet media companies

1.4.3 Internet media companies -vs- telcos

1.5 The disruptive effects of digital media

1.5.1 Introduction

1.5.2 Copyright becomes an issue

1.6 Latest developments digital convergence

1.6.1 Introduction

1.6.2 Broadband and TV - not converging, but complementary

1.6.3 VoD - missed the boat

1.6.4 Every site needs its own YouTube

1.7 Developing markets

1.7.1 User Generated Content (UGC)

1.7.2 Social networking

1.8 Telcos and media vs Googles

1.9 Internet economy

1.9.1 Market overview

1.9.2 Internet economy analysis

1.9.3 E-commerce overview

1.9.4 Internet economy statistics and forecasts

2. ANALYSIS OF THE MEDIA INDUSTRY

2.1 TV broadcasters

2.1.1 The role of the broadcasters

2.1.2 Hanging on to the past

2.2 Radio broadcasters

2.3 Newspaper publishers

2.3.1 Industry failed to see changes

2.3.2 Dumbing down the media

2.3.3 Plenty of digital media opportunities

2.3.4 Multimedia news

2.3.5 Structural changes

2.3.6 Publishers need to move into the new media faster

2.3.7 Rear mirror strategies

2.3.8 Competition from the Internet media

2.4 The video and DVD rental companies

2.4.1 The end of the video store?

2.4.2 DVD rental companies

2.4.3 DVD rentals over the web

2.5 Film and video producers

2.5.1 A few statistics

2.5.2 ABC digitises archives

2.5.3 The Broadband Cross-Media Production Initiative (BCPI)

2.5.4 The Film Australia Library

3. GOVERNMENT PLANS AND POLICIES

3.1 New policy directions

3.1.1 From access to digital media policies

3.1.2 Government services difficult to get moving

3.1.3 Government has an orchestrating role to play

3.1.4 Australian - Netherlands digital media exchange

3.2 Prelude to new digital media policies

3.2.1 Government media review

3.2.2 Government review by House of Representatives in February 2006

3.3 Proposed media reforms

3.3.1 Overview

3.3.2 New services on spare spectrum and other platforms

3.3.3 Multichannelling and anti-siphoning

3.3.4 Media ownership and control

3.3.5 Regional services protection

3.3.6 Cross media ownership laws

3.3.7 Final version of the media reforms

3.3.8 Media reform legislative process

3.4 Finalisation of new media reforms

3.4.1 Summary

3.4.2 TV Channels A and B for digital services

3.5 IPTV regulations?

3.6 Policies and regulations - 1996 - 2006 - historic

4. MARKET OVERVIEW AND STATISTICS

4.1 The digital consumer

4.1.1 The future is digital people, not digital media

4.1.2 Digital migrants

4.1.3 The multimedia consumer

4.2 Consumer profiles

4.2.1 Switched-on cybers

4.2.2 Digital absorbers

4.2.3 Tech pragmatics

4.2.4 Techno learners

4.2.5 Digi-nots

4.2.6 Consumer interests

4.3 Digital Media in Australian homes - 2006 survey

4.4 Canon Digital Lifestyle Index

4.4.1 Introduction

4.4.2 Increased spending on digital media

4.4.3 Key findings

4.4.4 The disruptive effects of the digital media

4.5 Customer loyalty

4.5.1 Emagine

4.5.2 Loyalty until the next deal

4.5.3 Customer segmentation

4.5.4 Effectiveness of loyalty programs

4.5.5 Customer value management

4.6 The interactive broadband map for Australia - update 2007

4.7 Industry business models

4.7.1 The role of the telcos

4.7.2 The role of the broadcasters

4.7.3 The role of the content providers

4.7.4 The role of the IT industry

4.7.5 Triple play business models

4.7.6 Internet economy based business models

4.8 Market strategies

4.8.1 Internet companies taking over the bat

4.8.2 The multimedia consumer

4.8.3 The key drivers of growth

4.8.4 The role of service providers

4.8.5 Customer loyalty

4.8.6 Permission-based marketing

4.8.7 Advertising

5. REVENUE OPPORTUNITIES

5.1 Emerging digital media

5.2 Measuring digital media revenues

5.3 How to make money in the digital media

5.3.1 Plenty of money to be made

5.3.2 User is consumer, producer and programmer

5.3.3 Digital media: a moving target

5.3.4 Models need to be built around free user experiences

5.3.5 Money to be made in infrastructure

5.3.6 DRM: outmoded way of doing business

5.3.7 Many ‘kings’ in digital media

5.4 Digital media - revenue predictions

5.5 The key drivers of growth

6. ADVERTISING, STATISTICS, OVERVIEW, REVENUES

6.1 The online advertising market

6.1.1 Marketing issues

6.1.2 Costs advantage of Internet advertising

6.1.3 Changes in web advertising

6.1.4 Web advertising goes mainstream

6.2 Advertising statistics and revenues

6.2.1 Revenue statistics

6.2.2 Online takes bigger advertising share

6.2.3 Online advertising market tops $1 billion mark

6.2.4 PwC’s four year predictions to 2010

6.2.5 Search advertising revenues

6.2.6 The CEASA Report - 2006

6.3 Advertising and the digital media - analysis

6.3.1 Infrastructure bottleneck in Internet economy

6.3.2 New technologies, same customers

6.3.3 Permission-based models

6.3.4 Advertising industry needs to go digital

6.3.5 Traditional media were missing in action

6.3.6 Broadcasters are too broad

6.4 Digital marketing companies

6.4.1 Introduction

6.4.2 Blue Freeway

6.4.3 Brand New Media (Destra)

6.4.4 Hyro

6.4.5 Photon Group

6.5 Dubious ‘advertising’ tactics

6.5.1 Mouse-trapping

6.5.2 Spawning

6.5.3 Spam

7. GLOSSARY OF ABBREVIATIONS

Exhibit 1 - Some application bit rates

Exhibit 2 - Drivers of high-speed Internet

Exhibit 3 - Examples of social networking websites - 2006

Exhibit 4 - Implications of ending net neutrality

Exhibit 5 - Dutch digital media policies

Exhibit 6 - Digital media reform - current rules and key proposed changes

Exhibit 7 - Fixed networks - 2007

Exhibit 8 - Wireless networks - 2007

Exhibit 9 - Secondary technologies - 2007

Exhibit 10 - Multimedia/hybrids technologies - 2007

Exhibit 11 - Media centre devices

Exhibit 12 - Telecommunication convergence

Exhibit 13 - Digital media marketing commandments

Table 1 - DSL, 1Gb/s, DWDM transmission speeds - what does it mean?

Table 2 - B2B global revenues - 1998 - 2005

Table 3 - US online spending revenue for top 4 product types - 2006

Table 4 - DVD sales - 2002 - 2006

Table 5 - Switched-on cyber demographics

Table 6 - Digital absorber demographics

Table 7 - Tech pragmatic demographics

Table 8 - Techno learner demographics

Table 9 - Digi-not demographics

Table 10 - Percentage of household use by application or platform - 2006

Table 11 - Frequency of device used for downloaded content - 2006

Table 12 - Main drivers for DTTB* adoption - 2006

Table 13 - Is digital FTA TV available to households in your area?

Table 14 - Awareness of analogue switch-off - 2005 - 2006

Table 15 - Digital media spending by product category - 2nd half 2005

Table 16 - Digital media % total telecoms spend - 2000; 2005; 2010; 2015

Table 17 - Estimated value of digital media market - 2005; 2010; 2015

Table 18 - Online users and other media usage

Table 19 - Online advertising revenue and forecasts - 1997 - 2010

Table 20 - Market shares key online advertising markets - 2005 - 2006; 2010

Table 21 - Market shares by major players - 2005 - 2006

Table 22 - Online advertising by classification - 12 months to December 2006

Table 23 - Online advertising by classification - six months to December 2006

Table 24 - Total media sector ad revenue - 2004 - 2006

Table 25 - Media sector ad revenue for 2006 & projected changes for 2010

Table 26 - Paid search advertising revenue by company - 2005 - 2006; 2010

Table 27 - Advertising spending by media sector - 2005

Table 28 - Ad revenue forecasts by media sector - 2006