Bskyb Research

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  • Topic: Internet television, IPTV, Television
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  • Published : December 5, 2012
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An Analysis on the BskyB new internet TV service

Communication Skills

Vlad Margeanu
K1122783
Business studies BA

Executive Summary
This report has the purpose to find out if BskyB’s internet TV service has chances to succeed in finding a place in the market among the competitors (Netflix, Youview, Lovefilm, etc.) or even better to cap the competition. The position in where BskyB is found up right now is promising because of the 13 mil. of householders that choosed not to subscribe for pay-TV, however, BskyB needs to find a way that will not make them lose their own pay-tv subscribers in favour of the new internet TV service.

Table of Contents
Executive Summary…………………………………………..…..i 1. Introduction………………………………………………………....1 1.1 General view of internet TV………………………………………………….....1 1.2 Problem statement……………………………………………………………….….1 2. Review of relevant theories……………………………..……2 2.1 The beginning of internet TV………………………………………………….…2 2.2 BskyB enters the market………………………………………………………..2-3 2.3 New customers. An opportunity for Sky/ Risk taking decisions …3 3. Analysis………………………………………………………………..4 3.1 Competition and rankings…………………………………………………….…4 3.2 Competitors differences ……………………………………………….……….4 4. Conclusion………………………………………………………….5 5. Recommendations…………………………………………..…5 5.1 Quality and price……………………………………………………………..…….5 5.2 Bad variables……………………………………………………………………..…..5 6. References………………………………………………………….6 7. Appendix…………………………………………………………….7

i

1. Introduction

The purpose of this report argues the chances of success that BskyB has in the internet-TV market, by examining a range of recently published magazine articles, journal articles and internet sites on the topic of BskyB announcement to enter the internet-TV market with a service called “You-TV”.

2.1 General view of internet-TV

Internet-TV is the next step in media domain, such as tv out-shine the radio, now its internet-TV time to restablish a new order in the media marketing. Internet TV sites allow customers to watch their favorite shows, old and new, at their convenience. Watching TV online doesn’t mean that customers have to be slaves to the network broadcast schedules. Many internet TV sites additionally allow people to find shows that were on air ages before.

The best internet TV services allow customers to not only watch TV online, but furthermore to search, discover, share and rate shows. They further have the ability to suggest shows that people may like based upon their history on the website.

2.2 The problem

The problem with BskyB internet-TV service is that if it will have an effect only amongst the 13 mil. people that do not have a TV subscription, or other people will get interested in this new concept , as their own pay-tv customers may be attracted by the new service, and therefore if too many pay-tv subscribers terminates their contracts with BskyB to take on the new service that will produce a massive lose for the company as a result of the price difference between the two services.

1

2. Review of relevant theories

2.1 The beginning of internet-TV

After years of promises, companies are starting to deliver the picture. “During the dot-com bubble, the Internet was supposed to transform television into a more interactive experience. But efforts to marry the Internet with the TV set failed. Now industry insiders are once again predicting that the marriage may finally click” (Michael Hastings (2005)). As Michael Hastings argues it was not very easy for internet and TV to bond a relationship that will move a step forward in I.T. development. However, the trend was catching on overseas....
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