Keywords: Itv Services; Interactive Television; Business Model; Digital Tv; Value Chain.
The multichannel digital revolution coupled with the development of
interactive digital technology, virtualization, peer-to-peer networks, cloud computing, Internet of services, and other It developments is changing the rules of the game in many industries through disruptions of business models. New value propositions and revenue opportunities based on digital capabilities are emerging in the digital broadcasting industry. This study lies at the intersection of the intellectual domains of strategic management and organizational. It aims to contribute to fundamental debate in these fields exploring the business model transitions following the emergence of an incremental innovation and cross industry disruptions. We used both primary and secondary data sources for this study. Longitudinal data were collected on a sample of 792 firms across the supply chain of broadcasting industry in the Us and Europe between 1996 and 2008. Findings show three main business models transitions from a focus on the design of information systems, to the design of Itenabled business processes, and more recently to the design of business models for services provided through digital platforms.