{"id":439,"date":"2007-10-17T15:25:02","date_gmt":"2007-10-17T15:25:02","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/10\/17\/tnt-adsl-television-mobile-personnelle-nouveaux-terrains-de-concurrence-pour-la-television-a-peage\/"},"modified":"2020-09-18T16:15:16","modified_gmt":"2020-09-18T14:15:16","slug":"tv-payante","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/10\/17\/tv-payante\/","title":{"rendered":"TV Payante – les nouveaux entrants (TNT, ADSL, T\u00e9l\u00e9vision Mobile Personnelle…)"},"content":{"rendered":"

\"TV<\/a>Apr\u00e8s le rachat de son principal concurrent TPS, le groupe Canal + Canalsatellite pouvait esp\u00e9rer souffler un peu et envisager l’avenir sous un jour plus que favorable.<\/p>\n

TV Payante – les nouveaux entrants (TNT, ADSL, T\u00e9l\u00e9vision Mobile Personnelle…)<\/h2>\n

 <\/p>\n

\"tv<\/a>
TV Payante – les nouveaux entrants (TNT, ADSL, T\u00e9l\u00e9vision Mobile Personnelle…)<\/figcaption><\/figure>\n

Termin\u00e9e la surench\u00e8re ruineuse sur l’achat de droits sportifs, finie la lutte pour arracher l’exclusivit\u00e9 des blockbusters , adieu la guerre commerciale \u00e0 co\u00fbt de promotions et de subventions pour conqu\u00e9rir ou retenir les abonn\u00e9s … une \u00e8re nouvelle, profitable et tranquille, allait s’ouvrir !<\/p>\n

Pour saluer ces nouvelles perspectives, le groupe annon\u00e7ait d’ailleurs des chiffres prometteurs: 5.1 millions d’abonn\u00e9s pour la nouvelle offre, un objectif de 250 millions d’euros d’\u00e9conomies pour la premi\u00e8re ann\u00e9e, un co\u00fbt d’achat de programmes en forte baisse… tous les indicateurs semblaient au vert.<\/p>\n

Las, le repit n’aura finalement dur\u00e9 que quelques mois.<\/p>\n

A peine r\u00e9alis\u00e9e la fusion des \u00e9quipes, des contenus et des portefeuilles clients des deux groupes, et voil\u00e0 que la bagarre recommence aliment\u00e9e cette fois par les gros acteurs de T\u00e9l\u00e9coms, France T\u00e9l\u00e9com en premi\u00e8re ligne, et entretenue par les petites cha\u00eenes et les op\u00e9rateurs ind\u00e9pendants, d\u00e9termin\u00e9s \u00e0 ne pas se laisser avaler par le nouveau g\u00e9ant n\u00e9 du rapprochement des deux fr\u00e8res ennemis de l’audiovisuel payant.<\/p>\n

ADSL, TNT, T\u00e9l\u00e9vision mobile … pour tous ces acteurs, bien d\u00e9cid\u00e9s \u00e0 en d\u00e9coudre quelle que soit leur taille, les terrains d’affrontement ne manquent pas.<\/p>\n

– l’ADSL constitue certainement le premier des dangers pour le groupe Canal+. Pour attirer de nouveaux prospects, les fournisseurs d’acc\u00e8s internet sont en effet pr\u00eats \u00e0 tout Leur r\u00e8ve serait de pouvoir commercialiser directement les cha\u00eenes comme ils le souhaitent Malheureusement, face \u00e0 cette menace, Canal+ reste ferme:sa strat\u00e9gie consiste \u00e0 garder co\u00fbte que co\u00fbte la ma\u00eetrise totale de son bouquet en exigeant l’exclusivit\u00e9 des cha\u00eenes qu’elle distribue.<\/p>\n

– La TNT qui touche aujourd’hui plus de 5 millions de foyers (constitue un autre sujet d’inquit\u00e9tude pour Canal+ . En effet, les 8 cha\u00eenes th\u00e9matiques gratuites (BFM TV, NRJ 12, W9, Direct 8, TMC, France 4, Gulli, I T\u00e9l\u00e9) dont la part d’audience progresse de mois en mois viennent s\u00e9rieusement chahuter les deux bouquets payants commercialis\u00e9s par la filiale de Vivendi et pour ne rien arranger, d’ici quelques mois, 3 nouveaux acteurs devraient faire leur apparition sur le march\u00e9 de la TNT payante. beaucoup.<\/p>\n

Enfin, comme si tous ces sujets ne suffisaient pas \u00e0 occuper l’esprit des dirigeants de Canal+, voici que le paysage s’assombrit encore avec le lancement programm\u00e9 pour fin 2008 de la TMP (T\u00e9l\u00e9vision Mobile Personnelle).<\/p>\n

Qui va prendre \u00e0 son compte le financement (co\u00fbteux) du r\u00e9seau de diffusion et, en contrepartie, pourra se faire r\u00e9mun\u00e9rer par le client final ? C’est toute la question qui oppose aujourd’hui les acteurs potentiels de ce nouveau march\u00e9.<\/p>\n

Pour en savoir plus sur les enjeux de la concurrence pour la t\u00e9l\u00e9vision \u00e0 p\u00e9age et sur la position des diff\u00e9rents acteurs, lire le post \u00ab\u00a0Canalsat: attention un concurrent peut en cacher un autre\u00a0\u00bb<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s le rachat de son principal concurrent TPS, le groupe Canal + Canalsatellite pouvait esp\u00e9rer souffler un peu et envisager l’avenir sous un jour plus que favorable. TV Payante – les nouveaux entrants (TNT, ADSL, T\u00e9l\u00e9vision Mobile Personnelle…)   Termin\u00e9e la surench\u00e8re ruineuse sur l’achat de droits sportifs, finie la lutte pour arracher l’exclusivit\u00e9 des …<\/p>\n","protected":false},"author":17,"featured_media":56978,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nTV Payante - les nouveaux entrants (TNT, ADSL, T\u00e9l\u00e9vision Mobile Personnelle...)<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s le rachat de son principal concurrent TPS, le groupe Canal + Canalsatellite pouvait esp\u00e9rer souffler un peu et envisager l'avenir sous un jour plus\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2007\/10\/17\/tv-payante\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TV Payante - 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