Electronic Program Guide

The EPG , an the “Electronic Program Guide”, will play an equally important role as Google on the Internet in the future. It will navigate the search function for all set-top-boxes with the users through the abundance of TV offers.

The association invited the Axel Springer Digital TV Guide GmbH, the leader in the development of EPGs in Germany, to investigate the utilization of the EPG. The participating companies can integrate their brands in this new kind of electronic programme guides. This gives them a test scenario to see where their advertising be placed in future.

Research questions:

• How will the EPG change the TV-behaviour?
• Will the viewers of tomorrow accept a linear TV program or will they consumed only temporarily independent offer (on demand)?
• Where have you to account TV advertising in the future?
• Will the classic spot still exist?

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