The entry of new vendors and their innovative products and features for all application segments has broken the digital broadcast and cinematography cameras market out of its nascency. The entry of these products have gone a long way in reducing prices even in the very high premium segments, thus attracting traditional customers towards newer digital technologies.
New analysis from Frost & Sullivan (http://www.digitalmedia.frost.com), World Digital Broadcast and Cinematography Cameras Market, finds that the market earned revenues of more than $300 million in 2006 and estimates this to reach nearly $700 million in 2013.
“An increasing number of products are available at competitive prices and with rich features not only in the lower end-user segments, but also in the higher resolution segments such as HD and cinematography,” says Frost & Sullivan Senior Industry Analyst, Vidya S Nath. “This trend expects to drive higher adoption in the market.”
Earlier, the digital cinematography segment had on offer only a few high-resolution cameras that were priced at $70,000 and above. Now, technological advancements have ensured that end users have a more extensive product line to choose from, at one-third of the original cost.
Vendors can press home the competitive pricing advantage in the digital video segment through aggressive marketing about the rich product features of digital equipment and the savings on content production.
Novel digital camera products for broadcast and cinematography have several advantages such as better resolution, high-end features, digital storage and seamless integration with content production and post-production workflow. These benefits have caught the fancy of the motion picture industry, especially since they can help them reduce post-production costs and time to market. The savings in film stock, portability and technological refinement are significant pluses.
Since 2004, the motion film industry has started to adopt digital equipment to create high profile digital cinematography projects such as Star Wars: Episodes II and III, Collateral, and Spiderman 3. These films have helped bring much needed publicity and focus to this market.
Promotions are vital for this emerging market, considering it is currently constrained by the issue of long sales cycles. End users usually defer and carefully analyze their purchase decisions since technology changes tend to be expensive.
“Customers are typically apprehensive about making rapid technology upgrades, which lengthen the sales cycles,” notes Nath. “Though professionals in broadcast and cinematography are now willing to experiment with evolving industry standards and emerging technologies, newer vendors will require solid marketing to highlight their products’ superiority over existing solutions.”
World Digital Broadcast and Cinematography Cameras Market is part of the Digital Media Growth partnership Services program, which also includes research in the following markets: video encoders, content delivery networks, digital asset management, and digital rights management. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
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