Study on the Socio Economic Dimension of The

E SCCR/19 /12 ORIGINAL: English WIPO DATE: November 30, 2009 WORLD INTELLECTUAL PROPERTY ORGANIZATION GENEVA STANDING COMMITTEE O N COPYRIGHT AND RELATED RIGHTS Nineteenth Session Geneva, December 14 to 18, 2009 STUDY ON THE SOCIO E CONOMIC DIMENSI ON OF THE UNAUTHORIZ ED USE OF SIGNALS: PART I: CURRENT MARKET A ND TECHNOLOGY TRENDS IN THE BROADCASTING SECTOR. prepared by Screen Digest Ltd , London * * The views and opinions expressed in this Study are the sole responsibility of the author. The Study is not intended to reflect the views of the Member States or the Secretariat of WIPO. SCCR/19/12 page ii TABLE OF CONTENTS TABLE OF CONTENTS ................................ ................................ ................................ ........... ii TABLE OF CHARTS ................................ ................................ ................................ ............... iii Executive summary ................................ ................................ ................................ .................... 1 CABLE -TV SERVICE COMPETITIO N ................................ ................................ .......... 1 ON -DEMAND AND IPTV ................................ ................................ ................................ 2 THE UPGRADE TO DIGITAL TERRESTRIAL ................................ ............................. 3 IN TERNET TV SERVICES ................................ ................................ .............................. 4 MOBILE TV IN EMERGING MARKETS ................................ ................................ ....... 6 Methodology ................................ ................................ ................................ .............................. 6 APPROACH TO DATA AND MARKET TRENDS ................................ ........................ 6 DEVELOPED vs DEVELOPING MARKETS ................................ ................................ .7 COUNTRIES INCLUDED IN FIGURES AND TABLES ................................ ............... 7 Technology overview and description ................................ ................................ ....................... 7 DIGITAL TELEVISION ................................ ................................ ................................ ....... 7 TV PLATFORMS ................................ ................................ ................................ .................. 8 TERRESTRIAL TV ................................ ................................ ................................ ........... 8 CABLE TV ................................ ................................ ................................ ...................... 10 SATELLITE TV ................................ ................................ ................................ .............. 11 IPTV ................................ ................................ ................................ ................................ 12 MOBILE CONTENT DISTRIBUTION ................................ ................................ .............. 13 DVB -H ................................ ................................ ................................ ............................. 13 3G SYSTEMS ................................ ................................ ................................ .................. 13 INTERNET -BASED CONTENT DELIVERY ................................ ................................ ... 13 ENHANCED TV TECHNOLOGIES ................................ ................................ .................. 14 ON -DEMAND SYSTEMS ................................ ................................ .............................. 14 PVRs ................................ ................................ ................................ ................................ ..... 15 ADVANCED TV ADVERTISING ................................ ................................ ..................... 16 INTERACTIVE ADVERTISING ................................ ................................ .................... 16 ON -DEMAND ADVERTISING ................................ ................................ ..................... 16 TARGETED ADVERTISING ................................ ................................ ......................... 17 MARKET TRENDS ................................ ................................ ................................ ................ 17 OVERVIEW ................................ ................................ ................................ ......................... 17 DIGITAL TERRESTRIAL TV ................................ ................................ ............................ 20 CABLE TV DIGITIZATION ................................ ................................ .............................. 23 IPTV ROLL -OUT ................................ ................................ ................................ ................ 25 HYBRID SYSTEMS ................................ ................................ ................................ ............ 28 VIDEO -ON -DEMAND AVAILABILITY ................................ ................................ .......... 29 MOBILE CONTENT DISTRIBUTION ................................ ................................ .............. 32 ADVERTISING MARKET TRENDS ................................ ................................ ................. 33 INTERNET -BASED VIDEO SERVICES ................................ ................................ ........... 35 ADVANCED TV ADVERTISING ................................ ................................ ..................... 39 Case stu dies ................................ ................................ ................................ .............................. 40 INDIA ................................ ................................ ................................ ............................... 40 CHINA ................................ ................................ ................................ ............................. 41 UAE ................................ ................................ ................................ ................................ .. 43 EGYPT ................................ ................................ ................................ ............................. 44 BRAZIL ................................ ................................ ................................ ........................... 45 SCCR/19/12 page iii CHILE ................................ ................................ ................................ .............................. 46 GHA NA ................................ ................................ ................................ ........................... 47 NIGERIA ................................ ................................ ................................ ......................... 48 SOUTH AFRICA ................................ ................................ ................................ ............. 49 RUSSIA ................................ ................................ ................................ ............................ 50 UNITED STATES OF AMERICA ................................ ................................ .................. 51 JAPAN ................................ ................................ ................................ ............................. 52 Developed vs Developing market summary ................................ ................................ ............ 53 Glossary ................................ ................................ ................................ ................................ .... 54 Appendix ................................ ................................ ................................ ................................ .. 58 TABLE OF CHARTS Fig 1. TV platform penetration of households 2009 ................................ ............................ 1 Fig 2. TV platform penetration of households 2009 ................................ .......................... 19 Fig 3. Terrestrial TV penetration of TV households 2009 ................................ ................. 22 Fig 4. Cable TV penetration of TV households 2009 ................................ ......................... 24 Fig 5. IPTV enabled TV households 2009 ................................ ................................ ......... 27 Fig 6. Video -on -demand enabled TV households 2009 ................................ ..................... 31 Fig 7. TV advertising market size and growth trends ................................ ......................... 35 Fig 8. Broadband service penetration of households 2009 ................................ ................. 36 Fig 9. TV penetration of households 2009 ................................ ................................ ......... 58 Fig 10. Pay -TV penetration of TV households 2009 ................................ ............................ 58 10.1.1. Multichannel TV penetration of TV households 2009 ................................ ............. 59 10.1.2. Digital TV penetration of TV households 2009 ................................ ....................... 59 Fig 11. VoD service penetration of TV households 2009 ................................ .................... 60 SCCR/19/12 page 1 EXECU TIVE SUMMARY 1. The global broadcasting market is facing an unprecedented era of expansion and challenge to its structure. Increasing affordability of TV services, stemming from the rise in disposable income in markets across the world has been paralleled b y a growth in

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