Georg Cockburn

Roland Berger Strategy Consultants have published a study on WebTV in August 2008 which gives a comprehensive overview of the current situation. Called “WebTV insights and perspectives - A web 2.0 phenomenon is coining new TV usage patterns” this paper figures out three key trends:

1. Professionalization – Contract structures between content owners and WebTV players are becoming increasingly professionalized and standardized. Advertising-funded revenue sharing on country level
2. Mobilization – Mobile networks are experiencing significant increases in bandwidth capacity and the equipment of handsets with TV-capable screens is soaring. WebTV players respond to the rapidly upcoming mobile content usage through the implementation of mobile compatible microsites, new video formats and mobile software clients.
3. Convergence – WebTV is starting to become an integral part of the living room entertainment sphere. Integrative devices enable users to comfortably access, navigate and stream WebTV contents on their home televisions.

The study can be downloaded at Roland Berger.