Channel 2020 & TV via the Internet
There is little doubt about the impact that Internet based video & TV will have on 2020’s services in the next few years. The good news is that we are right at the cutting edge of implementing new developments in this area for our clients.
On one side, we are expanding our web production services to meet a vast growing demand - a demand for services that offers an essential mix of creativity, technical “know-how” and most importantly, the experience and ability to optimize web for a client’s specific marketplace.
On the other side we are developing groundbreaking projects that is making Internet based TV a commercial reality as both a platform for entertainment and a powerful tool of communications.
But let’s try and dispel some confusion about what Internet led TV is all about. There are two terms bandied around which you may have heard - IPTV (Internet Protocol based TV) and Internet Television. They are basically very different.
IPTV is being developed by some of the main providers of telecoms and media (e.g., BT, Microsoft, Hollywood distributors etc) with secure dedicated closed and proprietary TV delivery networks (via IP channels). This could become a competitive replacement for many existing digital and cable services. Its likely to involve the use of dedicated set-top box connectivity within designated geographical areas.
Internet Television is about taking advantage of faster net connections, free unlimited storage space and amazing new inexpensive hardware and software production tools - with the opportunity for new independent players (like 2020) to distribute a diverse and dynamic range of independent productions. This will mainly be innovative niche content although it’s still a route for more mainstream TV and advertising too. Unlike IPTV, it can be viewed by global audiences via PCs and will eventually merge seamlessly with other TV and video services.
Both methods allow multiple ways to monitor and record user choices and selections with personalized e-commerce options and more targeted advertising.
What’s interesting is that IPTV models are proving highly complex to set up despite huge levels of investment, whilst Internet Video requires minimal investment. There is no reason why good quality niche content can’t be produced for Internet TV and also re-purposed for IPTV platforms.There is a real opportunity to create niche Internet TV communities that are supported by valuable retailing and commercial services. The preoccupation with video on demand (which underpins IPTV models) will surely be replaced by the need to offer free quality entertainment that drives large audiences to commercial portals- especially where those portals are dedicated to their lifestyle interests. What’s more, the anticipated use of entertainment PCs within peoples’ living rooms will make Internet TV an integral part of everybody’s entertainment experience.
This all offers a huge threat to satellite and cable operators. It is my belief that if 2020 is able to develop sizable Internet TV communities in the next few years, this will be a valuable asset to major media companies that will inevitably have to buy up these successful independent ventures to remain viable in the long term.
Old notions such as prime time TV and advertising are to be replaced by prime niche portals - where prime time is anytime.
The areas we are currently exploring are for golf, a Leicestershire TV channel and a recruitment channel.
Other areas of possible interest may be: a consumer technology channel, a “high-life” channel and an independent films company.
Clearly our immediate interest is becoming experts in developing Internet TV sites - and our current projects are feasible because of our strategic positioning within the respective subject matter. If we can make these ventures work (mainly be setting up independent project companies) then our own positioning in getting behind other Internet TV projects will be strong.
Rob Potter | 14.02.2006