Broadcasters are reassessing their capital expenditure (CAPEX) pipeline for digitization, high definition (HD), and, most recently, 3D equipment and workflows.
New analysis from Frost & Sullivan (digitalmedia.frost.com), Analysis of the World Total Broadcast and DTT Video Encoders Market, finds that the market earned revenues of nearly $190 million in 2009 and estimates this to grow by about 6 percent in 2010. The market is also expected to grow at a high single digit growth rate through to 2016, fueled by digital deadlines and high definition upgrade revenues.
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"The industry declined by over 20 percent, but started to reflect a rebound from late 2009 onwards," says Frost & Sullivan Global Industry Manager, Vidya S Nath. "owing partly to the economic recovery due to worldwide government stimuli and partly to equipment upgrades and overhaul to complement coverage of the Vancouver Olympics and the FIFA World Cup."
In the United States, the market is highly saturated in the wake of recent digitization efforts by most broadcasters. Also, increasing competition and price cuts are expected to curtail the overall growth of the market. On the other hand, the digital mandates in Asia, particularly China, and Western Europe are anticipated to fuel immediate demand.
What will eventually drive the demand for the market are upgrades to advanced compression formats and HD. HD unit penetration is expected to start exceeding standard definition (SD) product deployments in 2011.
Now stereoscopic 3D is considered to be the next-generation frontier to television entertainment. Although it is marked with several challenges, it will drive investments in advanced compression and high end encoder products.
With 'TV everywhere' or content distribution over multiple media emerging as a bigger reality, broadcasters have to ramp up their digitization efforts to be able to succeed in this arena. Also, there is growing emphasis on high resolution video and increasing Internet protocol (IP) penetration in the headend; these two trends can trigger the demand for higher bit efficient but optimum quality encoders.
HD contribution products appear to be a key area of investment for the market. There are a growing number of products with advanced compression formats, such as AVC and JPEG2000 that attempt to provide the exact features broadcasters are looking for – loss-less quality, high bit-rate efficiency, compatibility, and cost-efficiency.
"Continued digital and HD demand will ensure that broadcasters around the world need and demand efficient video encoding products," concludes Nath. "The recession has only reinstated the priority list of a broadcaster – high quality, cost-competitiveness, easy and faster software upgrades, as well as hassle-free products and services."
Analysis of the World Total Broadcast and DTT Video Encoders Market is part of the Digital Media Growth Partnership Service program, which also includes research in the following markets: MSOs Video Encoders, Enterprise, Internet and Mobile Video Encoders-Transcoders, Content Protection and Digital Rights Management, Digital Asset Management, Nonlinear Editing, Video Switchers, Content Delivery Networks, Video Servers, Disk Storage for Digital Media, and Marketing Process Optimization. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.
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Analysis of the World Total Broadcast and DTT Video Encoders Market / N7B8