TV channels are investing massively in the internet to be able to take advantage of ever-increasing online ad revenue, using a variety of strategies: a “second market” approach to maximise revenue generated by their programmes, control over distribution to viewers, diversification to high audience services in tandem with their ad management business.

The challenge for the channels is to have a strong hand in the new forms of TV viewing, rather than being passive players, and to thus be able to act as central aggregators as they face competition from telcos and the top internet portals. This new positioning requires them to examine the specific role that television plays, re-focusing on what makes the broadcasting model distinctive.

Based on interviews with some of the TV industry's leading players in the United States and Europe, IDATE offers a detailed analysis of TV channels' online distribution strategies, the main business models being used and the resulting diversification and vertical integration strategies.

TV channel strategies on Internet in brief
-Television companies' online offerings
-B2B, B2C and B2B2C offers and diversification operations
-Impact in terms of vertical integration, control over rights and programming
-Competition with telcos and portals over content aggregation
-Detailed case studies of leading players from the United States and Europe: ABC, NBC, Fox, TF1, ProSiebenSat1, M6, Antena 3

-Multi-platform distribution
-Catch-up TV
-Content syndication
-VOD
-Long tail - Mid tail
-Business models
-Ad formats
-Media chronology
Key questions

-Has the mass media advertising model changed?
-Who will benefit from off the grid TV viewing?
-Can channels' programming expertise be exported to the web?
-Do channels need to become online operators and aggregators?
-Are B2B and B2C strategies mutually exclusive?
-Do programming schedules need to evolve?
-Is the vertical integration of production necessary?
-Is a new media chronology taking shape?
Who should read this report?

Media groups/TV channels
-Identifying the key issues in distributing TV content on the internet
-Understanding how to take advantage of an online TV content distribution strategy

Online content providers
-Assessing the development outlook for broadcasting TV programmes on the web
-Understanding the B2C, B2B and B2B2C business models of online content distribution platforms

Internet companies
-Identifying the major innovations in new services
-Understanding traditional TV companies' positioning on the internet

Telcos
-Analysing the impact of IP network development on TV distribution
-Planning possible partnerships with media and internet companies

Investors and analysts
-Assessing the economic potential of new online TV content distribution platforms
-Analysing the new ecosystem created by TV channel distribution on the web