The Internet is coming to your television and your television is coming to your computer and mobile phone. Industry pundits optimistically talk about the wonderful world of Next Generation Television, but industry players are grappling with trying to understand what these significant transitions mean to their business. This paper uses customer research, case studies and industry experience to provide insights into the big opportunities in Next Generation TV and how cable providers can best position for success. I provide a framework for assessing the different opportunities that exist now and in the future. Extensive consumer research reveals some interesting, and somewhat controversial, insights into what consumers value in their future television experience. Based on these insights, I present a roadmap of how we think future services and features will evolve in the marketplace. Lastly, I discuss new opportunities for providers to make money from Next Generation TV.
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