Approximately 33% of European media viewing time is still devoted to commercial television as compared to only 20% to the Internet. These figures are based on 2004-5 data and have probably changed somewhat in favor of Internet in the interim, but television is still the leading entertainment source.
Weaknesses--The growth in the numbers of households with broadband access. It is estimate that more than 60% of households currently have broadband access and it is reasonable to deduce that income is one of the determining factors in this question. That would imply that in the high income and desirable segments of the market Internet is disproportionately important. (The-Infoshop, 2006)
Opportunities--It is difficult to develop any ideas for opportunities in broadcast TV in the current environment. As viewership in the most desirable segments of the market are eroded advertising revenues and hence production budgets and purchase budgets for programming will follow. This will put further pressure on viewership and hence create a downward spiral that will be difficult to arrest. The current economic downturn and resulting decrease in incomes combined with increased leisure time may arrest the erosion of viewership for a time.
Threats--The primary threat seems to come from the increasing quantity of entertainment material presented on the Internet. The pay-TV market will reach its limits. TV offers will be enhanced through introduction of new platforms and new service concepts that will all threaten conventional broadcast television. (The-Infoshop, 2006)
Political--The political situation will be enhanced by increasing regulatory encouragement of European Union coverage in a multiplicity of languages. It will become easier for broadcasters to reach expanded markets. The political climate is more than benign