Germany - Digitalisation Breakthrough in TV HouseholdsTuesday, September 4th, 2007
More than three-quarters of German households to be digital in 2012.
The digitalisation of TV-households is gathering momentum in Germany: 77 per cent of TV-households will be digitalised at primary reception by the end of 2012. This is the forecast of Goldmedia published in its latest study “The Future of TV-transmission”, which analyses the development of broadcasting infrastructures in Germany.
Satellite acts here as the driving force behind digitalisation. More and more analogue satellite TV channels are only transmitted digitally. The diminishing number of these satellite programmes is becoming increasingly unattractive for customers and therefore 94 per cent of satellite reception will be digitalised by 2012.
Only 14 per cent of Germany’s TV-households made use of digital cable by the end of 2006. However, by 2012 cable will have a more than 50 per cent degree of digitalisation and will thereby become the second most important digital infrastructure for television in Germany. According to Goldmedia estimations, the success of basic digital cable, in particular, will contribute to this development.
According to the forecast, terrestrial transmission on the other hand will gain more importance particularly at secondary reception. By means of the implementation of DTT, terrestrial television will already be digitalised completely before 2010.
In the future a fourth way of TV-transmission will be established. With the launch of attractive product and pricing structures, IPTV has the potential to become a serious competitor to the existing broadcasting infrastructure channels of cable, satellite and terrestrial.
DTT and the majority of digital satellite services have so far been transmitted unencrypted. Due to this, single receivers are unable to be addressed. No customer relationship exists between the broadcaster or the satellite operator and the viewer – in contrast to cable and IPTV.
“TV-cable admittedly still has backlogs with digitalisation. However, the fact is that most digital cable households can be addressed. This facilitates on the one hand the building up of customer relationships and on the other hand the developing of new sources of revenues and also the marketing of attractive channels”, estimated Michael Schmid, Goldmedia consultant and author of the study. “Consequently, cable is becoming the most important infrastructure for the distribution of digital pay-TV channels.”
Goldmedia new report: The Future of TV-transmission in Germany
This study provides a broad market analysis of the infrastructures of broadcasting in Germany. The developments at the reception level of cable, satellite, terrestrial and DSL/IPTV were analysed. The study has a total of 45 charts as a Powerpoint presentation including numerous images and projections and can be downloaded free of charge at www.Goldmedia.com. The report is only available in German.