SWOT of the Satellite Video Broadcasting Sector

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The satellite video broadcasting sector, the focus of this study, is part of an audiovisual market characterised by an increasing rate of change.  New competitors are emerging including players from the telecoms, IT, Internet and consumer electronics sectors, and consumers’ consumption patterns are changing fast.  These changes bring opportunities and risks for the satellite video broadcasting sector - in terms of market positioning, value chain and business models.  The challenge for the sector is to remain competitive.
The study aims to anticipate changes over the next 5-10 years and to provide the European and Canadian satellite industry with a strategy and technology roadmap to maximise its benefits.
Anticipate changes in the satellite video broadcasting and content delivery sector the next 5-10 years and their impact on the business

Identify paths for the introduction of new technology, services and products and categorise future opportunities and threats for the ESA Member States and Canadian industry

The study analyses the ESA Member States and Canadian satellite video broadcasting industry positioning within the global video market and assess its capacity in maintaining competitiveness in the video broadcasting sector in general and in particular in developing new markets, services and products.

It provides the European and Canadian satellite industry with a strategy and technology development roadmap to maintain competitiveness in this new environment and maximise industry benefits.

The study involved:
- Reviewing the audiovisual industry structure and trends
- Assessing technology developments
- Developing scenarios for the future of the satellite industry and value chains
- Conducting a SWOT analysis
- Developing a technical roadmap
- Developing a strategy for the industry, in terms of technology priorities
The project has been divided in 3 steps segmented in (sub) tasks.
Step 1 presents the analytical framework which is used to perform the competitiveness analysis in the rest of the study.
- Task 1.1 objective was twofold: develop and define a clear methodology that can be applied across the project, identify and evaluate a set of indicators describing the market.
- Task 1.2 focuses on the current broadcasting and content distribution market and on its expected evolution. It will analyse the sector structure, compare the use of delivery technologies, describe the competitive position of the main actors along the value chain, highlight the main disparities between countries and regions.
- Task 2.1 focuses on the technological changes and evolution, and on their potential impacts on the video broadcasting and content delivery sector.
- Task 2.2 analyses the potential evolution of value creation networks, especially potential structural changes including consolidation, integration, diversification and new entry. This includes developing scenarios for the future of value creation networks.
- Task 3 provides TV market forecasts up 2025 for a selection of countries, based on “average” anticipations according to market trends in the TV and video sectors, in terms of infrastructures roll out, and specific market TV landscapes.
Step 2 is devoted to the analysis of the Strenghts, Weaknesses, Opportunities and Threats of the satellite video broadcasting and content delivery sector.
- Task 4, based on Competitiveness an 6 forces analysis, aims at performing a SWOT of the satellite video broadcasting and content delivery sectors in order to see where satellite has windows of opportunities.
Step 3 concludes this study by narrowing down the analysis on ESA Member States and Canadian industry and by providing a technology development roadmap as well as strategic recommendations. This Step is subdivided into three tasks:
- Task 5 aims at assessing more specifically the competitiveness of satellite broadcasting in ESA Member States and Canada in relation to the performance of alternative networks, emerging technologies at a national or regional level. It will identify the potential issues that affect the competitiveness of this European and Canadian satellite industry and their causes and will propose ways of improvement.
- Task 6.1 will produce a technology development plan for the ESA Member States and Canadian video broadcast industry. The objective will be to identify the technologies that should be developed in priority to maintain and improve the position of the European and Canadian players from the broadcast sector;

- Task 6.2 develops a strategy for optimising the position of the European/Canadian satellite industry (‘maximising European/Canadian industry benefits in the satellite video broadcasting market’). This should involve developing recommendations for the ‘commercial requirements of standards evolutions and for enhancements of audiovisual policies’. It will also describe dissemination activities.

Current status

The project started in August 2013 and is completed by mid September 2014.