Pay TV phase three document - Stakeholders - Ofcom

Pay TV phase three document – non-confidential version
Figure 59 Summary of forward-looking scenarios set out by Deloitte
Scenario Description Impact on consumers
‘Groundhog Day’ Very similar to today’s world,
where no capacity constraints
exist and most consumers
prefer a ‘lean back’
experience
‘Jamie and the
Magic Torch’
7.16 More specific examples of new means of accessing content include:
� Video on demand. The BBC in particular believes VoD services have great
potential. Project Canvas aims to combine multiple on-demand services and
make them accessible directly through the television set. The recent public
consultation document on Canvas highlighted the success of iPlayer on Virgin
Media’s platform. The BBC reported that in the week commencing 30 June 2008,
an average of 235,000 Virgin Media ‘unique users’ accessed TV iPlayer content
each day, compared to 359,000 ‘unique users’ accessing the PC iPlayer 452 . It is
estimated 453 that 5.5 million UK households had access to VoD services in 2008,
and that this will rise to 8.5 million (30% penetration) when Digital Switchover
takes place in 2012, rising to about 11 million homes by 2017.
452 Canvas:Proposition and public value case”
http://www.bbc.co.uk/bbctrust/assets/files/pdf/consult/canvas/canvas_application.pdf.
453 Source: Enders Analysis.
A device led environment,
where consumers are free to
use any content on any
device
‘Absolute Power’ A world of choice and
personalisation where
consumers are served
instantly via the cloud
‘Pushing Tin’ The service remains
prominent but content and
service delivery are enabled
by the network operators
‘The Matrix’ A walled garden of content
and services delivered from
the cloud in partnership with
the network operators
‘Upstairs
Downstairs’
‘Pirates of the
Caribbean’
Major network capacity
constraints in some areas
create a world of digital
‘haves’ and ‘have-nots’
Lack of incentive to invest in
content of the network as
consumers are happy to
access illegal content and
services
Mass market continues to
consume ‘lean back’ passive
content
Primary relationship with
devices, which offer increased
quality and choice
Primary relationships with
online CSPs offering the
broadest range of content and
services
Content and services are
prioritised by the network and
delivered by the device
Primary relationship with the
network operator who offer a
walled garden of controlled
services
A digital divide exists between
those in areas with significant
access speeds and those in
areas without
A drop in content choice and
quality due to a lack of
incentive for CSPs to invest
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