The books attempts to address the issue that managers in the multimedia industry have been confronted with while developing and implementing this innovative technology. To achieve a better understanding of this book, its first part is devoted to investigating upon the new boundaries of the TV networks for the purpose of identifying the system pivotal points and define an easy conceptual model, yet based upon the definition of digital metamarket. Components of the multimedia value chain and convergence drivers are analysed and major players and their strategies in the different stages of the multimedia value chain are studied (Chapter 1). In approaching the study of the so-called multimedia metamarket backbone which is where a TV network operates, it is crucial to preliminarly clarify its components and functions. In Chapter 2 the concept of digital convergence is used to refer to three possible axes of alignment: convergence of devices, convergence of networks and convergence of content. Although there is evidence in digital environments of limited alignment in some of these areas, there are considerable physical, technical, and consumer barriers in each case. In fact, rather than convergence, the transition from analogue to digital is often being accompanied by a process of fragmentation. A better way of looking at convergence may lie in the degree to which two way digital networks facilitate cross platform management of customer relationships – regardless of the type of networks those customers inhabit or the kind of their consume. Chapter 2 argues for a definition of convergence based on penetration of digital platforms and the potential for cross platform Customer Relationship Management (CRM) strategies, before developing a convergence index according to which different territories can be compared. Once the conceptual system is defined and a terminology in line with the study of the subject matter is developed, digital and interactive TV are discussed in the second part of this book. First of all, the technological area is discussed in detail through the features of digital TV and the economic implications generated by the different signal broadcasting technological modalities (Chapters 3 and 4). The development of interactive television is a further evolution phase of the digital television through new functionalities and interactive applications which make richer offerings through the development of an increasingly more customised interaction with final viewers (Chapter 5). In the third part of the book, the impact on corporate management from new opportunities based upon the development of digital convergence is discussed in greater detail.
Multimedia and Interactive Digital Tv: managing the Opportunities Created by Digital Convergence
PAGANI, MARGHERITA
2003
Abstract
The books attempts to address the issue that managers in the multimedia industry have been confronted with while developing and implementing this innovative technology. To achieve a better understanding of this book, its first part is devoted to investigating upon the new boundaries of the TV networks for the purpose of identifying the system pivotal points and define an easy conceptual model, yet based upon the definition of digital metamarket. Components of the multimedia value chain and convergence drivers are analysed and major players and their strategies in the different stages of the multimedia value chain are studied (Chapter 1). In approaching the study of the so-called multimedia metamarket backbone which is where a TV network operates, it is crucial to preliminarly clarify its components and functions. In Chapter 2 the concept of digital convergence is used to refer to three possible axes of alignment: convergence of devices, convergence of networks and convergence of content. Although there is evidence in digital environments of limited alignment in some of these areas, there are considerable physical, technical, and consumer barriers in each case. In fact, rather than convergence, the transition from analogue to digital is often being accompanied by a process of fragmentation. A better way of looking at convergence may lie in the degree to which two way digital networks facilitate cross platform management of customer relationships – regardless of the type of networks those customers inhabit or the kind of their consume. Chapter 2 argues for a definition of convergence based on penetration of digital platforms and the potential for cross platform Customer Relationship Management (CRM) strategies, before developing a convergence index according to which different territories can be compared. Once the conceptual system is defined and a terminology in line with the study of the subject matter is developed, digital and interactive TV are discussed in the second part of this book. First of all, the technological area is discussed in detail through the features of digital TV and the economic implications generated by the different signal broadcasting technological modalities (Chapters 3 and 4). The development of interactive television is a further evolution phase of the digital television through new functionalities and interactive applications which make richer offerings through the development of an increasingly more customised interaction with final viewers (Chapter 5). In the third part of the book, the impact on corporate management from new opportunities based upon the development of digital convergence is discussed in greater detail.
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