Business models with the development of digital iTV services: exploring the potential of the next big transaction market

The advent of digitalization is providing big opportunities, which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. The purpose of this chapter is to outline the different business models adopted in Europe in terms of contents offered and related revenue opportunities. After reviewing the business model literature and analyzing the value curve of interactive television (iTV) services the chapter addresses the following research questions: (1) How to cross the chasm of knowledge? (2) How to explore the opportunities opened by new technologies? (3) Which trends will influence the launch of new ITV services? The chapter describes revenue flows among the value chian elements, critical success factors for achieving competitive position, the role of content, and customer gate keeping in the new competitive environment.