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International Journal of Digital Multimedia Broadcasting
Volume 2009, Article ID 186281, 8 pages
Research Article

Sofa-TV: The New Digital Landscape

Department of Management, Economics and Industrial Engineering, Politecnico di Milano, Piazza L. da Vinci 32, 20133 Milano, Italy

Received 31 January 2009; Accepted 12 August 2009

Academic Editor: Alessandro Vanelli-Coralli

Copyright © 2009 Giovanni Toletti and Luca Turba. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Television is attracting an enormous amount of attention from both researchers and managers, due to the profound changes that are taking place thanks to the diffusion of digital technology. The study of the digital landscape of television, including the players competing in its arena and their strategies, is well worth the effort. This paper, based on 32 case studies and the census of the Sofa-TV (Sat TV, DTT, and IPTV) offerings, aims at describing the current state of channel offerings, individualizing the principal players, and identifying their strategies, thus allowing us to give a few predictions as to the possible future changes in the industry. The analysis will have a general applicability, as the considerations made are not particularly country-specific, although performed within the Italian context, one of the most advanced in the development of digital television platforms.