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ThE MaStEr

Hybrid TV "finally come of age"


Hybrid TV platforms are changing the competitive landscape for both pay-TV and broadcast TV by addressing operator shortcomings in an increasingly tough market, to the ultimate benefit of viewers, according to a new report from IMS Research.

“While some doubted how quickly it would happen, augmenting traditional video delivery methods with additional content and services over IP has finally come of age,” according to Paul Erickson, Senior Analyst at IMS Research. The report predicts that hybrid pay-TV set-top shipments will reach nearly 87mn units in 2015.

In the UK, Freeview and YouView embody the value of hybrid TV for the broadcast audience, according to the report, while Sky and other satellite TV providers are deploying VOD over IP. Firms such as Entone and Netgem are delivering hybrid solutions to bring competitive pay-TV functionality to smaller providers, while Google TV is making continual progress in the CE market.

While pay-TV operators are augmenting their service offerings, and broadcasters are deepening the value proposition of free TV, ultimately hybrid TV benefits the viewer, according to IMS Research. “Hybrid TV viewers enjoy greater depth and value from pay and free TV than ever before," stated Mr. Erickson. "With broadband adoption accelerating, the hybrid concept will continue to spread quickly.”


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Hybrid TV "finally come of age"





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