TV Set-top Box to Go Through Three Phases of Role Expansion




Dallas, Texas, -/October 26, 2006 - Wi-Fi Technology News/- Consumer interest in advanced TV features will transform the set-top box into a complete service platform that integrates entertainment, information, communications, and commerce-related applications for digital home consumers, according to "Set-top Boxes: Analysis and Forecasts," an upcoming report from Parks Associates.

According to the report, the worldwide evolution of the set-top box will include three stages. At stage one, TV viewers will demand features and services that enhance their TV-watching experience, such as high-definition capability, TV recording, and enriched TV programming. At stage two, applications that help consumers better access information and easily bridge PC-based digital media into the living room will become popular. At stage three, communications, commerce, and personalized applications and services, such as caller ID on TV, recommendations, and TV shopping, will find wider acceptance among consumers, transforming the set-top box into a home service platform.

"Service providers and their set-top box partners can follow this roadmap in formulating service offerings and hardware strategies going forward," said Harry Wang, research analyst at Parks Associates. "Very soon the number of applications for the set-top box will increase dramatically, and providers must understand the dynamics of this market in order to offer the services that most appeal to their subscribers."

Although the three-tiered interest structure is consistent across the twelve countries surveyed in Parks Associates' Global Digital Living(TM) project, country- and platform-specific differences still exist. For instance, 66% of the French satellite TV subscribers are very or extremely interested in viewing digital photos on the TV, compared with only 20% among the U.S. satellite TV viewers. Fifty-two percent of the Taiwanese digital cable users are very or extremely interested in TV-based commerce applications, versus 12% among the Japanese digital cable subscribers.

"Players in the global pay-TV market must take heed of these similarities and differences in order to fine-tune the set-top features for complete user satisfaction," Wang said.

"Set-top Boxes: Analysis and Forecasts" is a comprehensive industry report that examines the next generation of set-top box platforms, studying use cases from DVRs to home networking media servers. It analyzes the market for set-top box components and solutions, from silicon to software, as well as the role of industry and open standards.

Global Digital Living(TM) (GDL) is Parks Associates' premium multinational research program to understand consumer perspectives & ecosystems for key categories of the digital home. In late 2006, Parks Associates will launch Global Digital Living(TM) II, the second series of this landmark consumer study encompassing China, Taiwan, Brazil, Japan, South Korea, Australia, the United States, Canada, the United Kingdom, France, Germany, Italy, and Spain. This second study expands on the initial survey by tracking and analyzing changes in ownership of products and subscriptions based on the baseline established from the first GDL. The survey will also assess the validity of consumer intention statements made in the first GDL.

For additional information on "Set-top Boxes: Analysis and Forecasts" and Global Digital LivingT II, visit http://www.parksassociates.com or contact 972-490-1113 or sales@parksassociates.com.

About Parks Associates: Parks Associates is a market research and consulting firm focused on all product and service segments that are "digital" or provide connectivity within the home. The company's expertise includes home networks, digital entertainment, consumer electronics, broadband and Internet services, and home systems.

Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, multiclient studies, consumer research, workshops, executive conferences, and custom-tailored client solutions. Parks Associates is also a reliable resource for industry, local, national and international press, providing data, analysis, and insight on all aspects of the "digital living" markets.

Parks Associates hosts several fall events and co-hosts CONNECTIONS(TM) and CONNECTIONS(TM) Europe (in partnership with the Consumer Electronics Association) each year. In addition, Parks Associates produces the publication Industry Insights two times per year in conjunction with the CONNECTIONS(TM) Conference series. http://www.parksassociates.com