1. EXECUTIVE SUMMARY

2. METHODOLOGY

3. SYNTHESIS
Key innovations in the area of TV services

3.1. Backdrop: TV-Internet convergence

3.2. Key innovations
• Target 1: Enrich online video services 
• Target 2: Bring TV to the Web 
• Target 3: A new generation of interactive services 
• Target 4: Create a new user interface 
• Target 5: Integrate the TV set into the digital home 
• Target 6: Adapt advertising to new TV viewing habits  

3.3. The different views of TV of the future 
• The “Enhanced TV” view
• The “Store” view
• The “Portal” view
• The “Media Center” view

3.4. Recommendations: specifications for the TV service of the future

4. SERVICE INNOVATION
4.1. Summary
• Ad formats
• Services
• Content
• Technology & access methods
• Business models & sales policy

4.2. Case studies
4.2.1. Amazon Video on demand
4.2.2. Blockbuster
4.2.3. Dailymotion
4.2.4. Fancast and Fancast Store (Comcast)
4.2.5. Hulu (NBC Universal, Fox, Disney)
4.2.6. Netflix
     
5. HARDWARE INNOVATION 
5.1. Summary
• Ad formats
• Services
• Content
• Technology & access methods
• Business models & sales policy

5.2. Case studies
5.2.1. Apple TV
5.2.2. Archos
5.2.3. BLOBbox (TVLOB)
5.2.4. Slingbox & SlingCatcher (Sling Media group/EchoStar)
5.2.5. TiVo DVR (Digital Video Recorder)
5.2.6. Vudu
5.2.7. Xbox Live Marketplace (Microsoft)
5.2.8. Zillion TV

6. SOFTWARE INNOVATION 
6.1. Summary
• Ad formats
• Services
• Content
• Technology & access methods
• Business models & sales policy

6.2. Case studies
6.2.1. BBC iPlayer
6.2.2. Boxee
6.2.3. Joost
6.2.4. Orb MyCasting
6.2.5. Sky Player (BSkyB)
6.2.6. Yahoo TV Widgets

For each case study:
  • Coverage - geographical areas where the service is available
  • Service launch data and the main developments since its creation
  • Detailed description of the offer
    - Offer / Features
    - Access / Terminal
    - Nature and source of the content
    - Format
  • Business and pricing models
    - Price of the service
    - Price of service transactions 
    - Place/role of the service in the operator’s business
  • Consumption/take-up
     

• How do Blockbuster and Fancast integrate viewer recommendation solutions?

• What are the different approaches to connecting the TV to the Internet: content portals (Apple TV, Archos, Vudu) and transparent access to the Web (Boxee, Yahoo)?

• What new advertising offers for qualifying viewers (Tivo, Zillion TV) and personalising the ad being delivered (Hulu)?

• How will new services be incorporated into the television’s interface (Archos, Slingbox, TiVo, Xbox, BB iPlayer, Joost, SkyPlayer)?

• How will game consoles become content delivery systems (Xbox)?

• What relationship between new TV services and digital home terminals (Orb, Sling)?

• What are the specifications for the TV of tomorrow?