Next-generation television services that focus on interactivity are most likely to find success in Spain, the UK and Japan, with the US ranking sixth in a study that examines the digital readiness of 12 countries for interactive and personalised television services.

Consumers in general exhibited varied levels of interest in targeted television services specific to enhanced communications, personalisation, interactivity, and TV-to-PC convergence.

The report suggests that operators planning to deploy IPTV or internet protocol television services will need to take into account the requirements of each region.

In Spain, nearly 80% of those surveyed showed an interest in at least one key advanced television offering, especially those related to interactive features such as personalised recommendations and voting. In both the UK and Japan, 75% showed an inclination towards interactive services.

In France and Canada the number was 73%, while in the US it was 72%. These were followed by Australia and Taiwan with 70%, with Korean and China with 69% and 68% respectively. There was apparently less interest in Germany and Italy, where 65% and 58% of respondents expressed an interest.

“Different populations have quite unique reactions to and interest in applications regarding advanced TV services,” said Deepa Iyer, research analyst at Parks Associates. “Consumers in the United Kingdom are more inclined toward interactive features such as voting abilities whereas the Japanese prefer features such as personalised recommendations and one-button access capabilities.”

“The ‘one size fits all’ mindset regarding television services is obsolete,” Iyer said. “The strategic advantage in the next phase of advanced TV services goes to operators who can deliver targeted solutions today that can be expanded as their subscribers demand more advanced features and services.”

The report from Parks Associates, IP Video Services: Analysis and Forecasts, provides an analysis of the drivers, inhibitors, and opportunities for IPTV services from both carrier and consumer perspectives. It offers overviews of major players along the IPTV value chain and delivers a country-by-country analysis of the consumer demand for advanced TV services.