WORLDWIDE MARKET RESEARCH REPORT - CISE

EC/IST FP6 Project No 026920
Work Package: 6
Type of document: Report
Date: 20.12.2007
File name: OP_WP6_D37_V1.0.doc Version: 1.0
Title: Worldwide Market Research Report 146 / 356
As it regards the television market, according to Informa, the Polish cable TV market is one
of the fastest growing markets in Central and Eastern Europe. Poland was the third largest
cable television market in the European Union at the end of 2005 in terms of the number of
subscribers.
The Polish cable television market is exceptionally fragmented with over 630 operators.
However, the top four cable television operators in Poland (including Multimedia Polska)
collectively account for approximately 47% of all cable television households.
According to Informa, Poland’s 5.1 million cable television households represented 40% of
all television households in 2004. The Polish cable television market is expected to grow to
5.9 million households, or 46% of all television households in Poland, by 2011. The key
growth driver for this market will be the cable product mix, which will be expanded by adding
pay-per-view services, broadband internet access and telephony services.
Multimedia were the first company in Poland to offer IPTV, which was launched in April
2006. The service is now available in Mielec, Kutno, Brzesko, Dębica, and a number of
smaller towns in the south of Poland. It was also the first cable operator in Poland to roll out
video on demand (virtual video rental) in September 2007.
Currently Multimedia is planning to offer its customers a wide range of interactive services,
such as:
• Time-Shift TV: a service which allows for viewing television programmes broadcast in
the previous week.
• T-Commerce: a service which enables customers to purchase products and services
via television in a manner similar to internet shopping.
• Games: it includes network games.
• Mail and messenger
As of 30 September 2007, the company delivered cable television, DTV and IPTV services
to 561,000 subscribers.