Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/al/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its Member Firms.
 |
Deloitte RSS Feeds |
Deloitte Analyses Top Trends in the Media Industry for 2009 |
Publish date
Tirana, 20 January 2009 - The Technology, Media and Telecommunications (TMT) practice at Deloitte announced its predictions today for the media sector in 2009, forecasting that live entertainment and sports could struggle in 2009 following many years of sustained revenue growth. Tightening sponsorship budgets mean there is even less money to bankroll extravagantly staged tours or purchase hot new players. This year’s predictions also forecast the reinvention of the mobile television as mobile devices and services might play a valuable role in the wider television market. Dariusz Nachyla, head of TMT at Deloitte Central Europe, comments: “This year’s predictions cover a range of very interesting topics, including more television viewing hours in 2009, the long-expected rise in mobile advertising, and new mobile-television ventures” The 2009 series of predictions has drawn on internal and external inputs from conversations with member firm clients, contributions from Deloitte member firms’ 6,000 partners and managers specialising in TMT, and discussions with industry analysts as well as interviews with leading executives from around the world.
Television Rediscovers Its Self-Belief
Is there a silver lining to a recession? The answer might be yes if you are in television. Viewing hours tend to increase in tough times as consumers stay at home; indeed, in the latter half of 2008, a rise in the average number of viewing hours was already seen. The switchover from analogue to digital television may boost viewing even more. Moreover, professionally produced content is now reasserting itself over user-generated content, both online as well as broadcast. Overall viewing is likely to increase by 30 minutes per week per viewer in 2009, which means now may be a good time for television to put some distance between itself and other media, with the strongest players investing in content, contracts, and updated infrastructure.
Mobile Advertising Finds Its Meaning
With global advertising experiencing double-digit decreases and the coming year promising an even tougher economy, mobile advertising’s time may have come. Now more able than ever to carry advertising, mobile phones are at their most ubiquitous—and there is a more mature understanding of what mobiles can and cannot deliver in advertising. In 2009, a growing number of campaigns will use the minimalism of mobiles to a powerful effect, modelling themselves on one of mobile’s most successful campaigns to date—the U.S. presidential election’s use of text messaging. Mobile advertising will really take off when advertising can be sent to the entire mobile community with a single click.
Reinventing Mobile Television
Mobile television is perennially predicted as “about to take off.” But while television pictures on phones may one day be commonplace, that day is unlikely to occur any time soon. With a disappointing performance in 2008 despite high-profile events like the Olympics, many mobile television initiatives are likely to be shelved in 2009. However, mobile devices and services can still play a valuable role in the wider television market—content companies just need to take a wider view. Not only can the mobile phone be used to program digital video recorders (DVR) remotely, but they can also order on-demand programming. Broadcasters could send recommended shows, trailers, or reminders of a series’ new season, with consumers recording a programme with the touch of a button. And by integrating mobile capabilities into set-top boxes, televisions could even allow viewing information to be relayed automatically to measurement bureaus.
For a copy of the report with all the 2009 Deloitte predictions, please email: almarketing@deloittece.com or visit the website Media Section
Contacts
- Name:
- Clients&Markets
- Company:
- Deloitte Albania
- Job Title:
- Phone:
- almarketing@deloittece.com