By Richard Absalom

According to a new report by industry and market analyst Business Insights, the world is now entering the ‘era of internet TV’ with consumers expecting to be able to access their TV and video content from the internet.

The internet era of TV will create mass market reach with consumers looking for content to be delivered to them across many different devices, anytime and anywhere.

User experience will be key to the market as consumers will expect the same quality viewing experience whether they are watching a TV, a PC or their mobile phone screen.

For TV service operators the stakes are high and those that have a good strategy for converging content across various devices will attract new customers and generate new revenue streams.

Google and Apple will be the strongest players in the internet TV market across all three screens, although they will face major competition from TV and games consoles manufacturers.

Meanwhile TV apps will soon become commonplace, propelling web-based services and mobile-like apps to the core of the TV viewing experience.

Global sales of internet enabled TV sets are forecast to reach over 90m by 2013, which gives an indication of the high demand for internet TV services. For service providers to exploit fully the upcoming potential, they need to instigate a strategic approach to the planning, creation and delivery of a multi-channel brand engagement plan.

About the author and the company

Richard Absalom is Business Insights analyst. Business Insights is a world leading publisher of industry and market insight across a number of industry sectors. Business Insights appreciate the importance of accurate, up-to-date incisive market and company analysis and our aim therefore is to provide a single, off-the-shelf, objective source of data, analysis and market insight.