January 19, 2007

Here Come The Internet Video Devices

IVD Rollouts Create A New Online Power Position: Device Portal

by Josh Bernoff, Charles S. Golvin

with Ellen Daley, Brian Haven, Alyssa L. Baer

Executive Summary (This is a document excerpt)

The first two weeks in January saw a wide variety of announcements of Internet video devices (IVDs) — devices intended to bring online video to the TV set. By virtue of its installed base, Microsoft's Xbox 360 will take the early lead over devices from Apple, AT&T, TiVo, and others. But it will be a tough slog for all; consumers' interest remains low and will have to be stoked. The key: Build up a compelling content collection that's easy to access. The content screens for these devices will create a new power position: the online device portal. Strategists at media companies and advertisers should proceed with caution — adoption will be slow and picking winners difficult.

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