Digital_MediaTV & Media

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Author: Jason Blackwell
Publication Date: Jan 18 2010
Pages: 9
Report Type: Insight, Word
TV & Media

Oranges IPTV Challenge Create a Non-Content Differentiator

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Report Summary:

Strategy Analytics has long held that content—particularly exclusive content—would be a key differentiator and driver of IPTV uptake. Recent developments in the hyper-competitive French market threaten to change that model. According to a commission appointed by France's Competition Council, Orange’s exclusive carriage of channels on its “Orange TV” IPTV platform “has drawbacks in the short, medium, and long-term,” rendering it “undesirable to maintain.” This decision could potentially have repercussions on the entire industry, and Orange will need to fundamentally alter its marketing strategy to stay in the game.

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