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Towards a strategy for Public Service Broadcasting in a multimedia environment

RIPE, Finland, 17-19 January 2002. Towards a strategy for Public Service Broadcasting in a multimedia environment. Christian S. Nissen (csn@dr.dk) EBU: Digital Strategy Group. The driving forces: Technology and market . The Inter- national Market. The digital technology:. ?. National,

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Towards a strategy for Public Service Broadcasting in a multimedia environment

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  1. RIPE, Finland, 17-19 January 2002 Towards a strategy forPublic Service Broadcastingin a multimedia environment Christian S. Nissen (csn@dr.dk) EBU: Digital Strategy Group

  2. The driving forces: Technology and market • The Inter- • national • Market The digital technology: ? National, political regulation Public Service Broadcasting Program- ming Technology Financing Distribution Organisation

  3. The EBU Digital Strategy Group: 2000-2002 • 1. Provide strategic direction for Public Service Broad- casters and for EBU in the multimedia-environment. • 2. Identify areas of concern and present appropriate advice: • Content, Rights-management, Production-infrastructure • Delivery-systems, Gateways, Technical standards • PSB-organisation, Legal framework, Financing and Public regulation. • 4. Identify the need for (new) specialised groups (within EBU) and considering existing ones. • 5. Ensure effective and efficient circulation of information.

  4. DSG Report Part 1, Summer 2001: • ”New Maps of Media Space” • The Paradigm shift in consumption • The new Media value chain

  5. The DSG Report Part 2: Managing Digital Evolution (Spring 2002) 1. PSB programme content in the multimedia environment. 2. Content rights in the digital future. 3. The migration from analogue to digital in equipment and infrastructure. 4. Content distribution in the digital environment. 5. PSB organisation in multimedia. 6. Radio in digital multimedia environment. The DSG Report Part 3: The PSB-mission and financing (Summer 2002)

  6. 1. The Paradigm shift in consumption:Towards a new way of choosing and using channels/programmes/content.

  7. To day and in the next two generations (?): Three parallel methods of choosing content. A. B. C. • A: Programme choice determined by the traditional channel-flow. • B: Choice of programmes using an electronic programme guide (EPG) in a multichannel-flow. • C: Neither channels nor flow: Programmes and services on demand (ex. the Internet). PSB PSB PSB PSB PSB PSB PSB PSB It forces Public Service to reconsider its programming policy, production processes, organisation, financing etc.

  8. Elements of PSB-strategy for content in the digital environment. A. B. C. • . Full scale PSB-content and programming. • . The existing generalist channels should continue to be the core product for both environments (A- B). • . New elements and value should be added to existing concepts (A-B-C). • . Be active in developing new interactive content - for the on- demand environment (B-C). • . Create and maintain user-loyalty through: PSB-branding , new services and user-communities (across A-B-C and different media). • . Make alliances with external key- competencies. PSB PSB PSB PSB PSB PSB PSB PSB PSB PSB PSB PSB PSB

  9. 2. Changes in the media value chain The battle over content and customers

  10. The classic role of Public Service Broadcasting in the media value chain Content: Programme development and production Editing/ controlling content into channels Distribution: The tele-coms Consumption • The PS broadcasters could (in the good old days) • concentrate all their talent and resources on making good programmes (content) and • keep a close and direct contact with the the listeners and viewers, who have financed PS through license fee (and adds.). The tele-coms were a mere technical distribution system.

  11. To morrow multinational ”gate-keepers” will have their hands on the stranglehold of the value chain. • Gatekeeping: • Multiplex. • EPG • SMS • Distribution: • DAB • DVB • Internet Editing/ controlling content into channels Content: Programme development and production Consumption • In the media-market convergence (IT-, telecoms and media) means multinational corporations getting: • control of the media-chain by going up-stream and down-stream from the stronghold: Gate-keeping and distribution. • And that gives them full control of: • The content (talent and rights): The source of the whole chain • The ”ownership” of the customers: The source of new revenue.

  12. Strategic focal points for Public Service Broadcasters in the coming 5-10 years: Content: Programme development and production Editing/ controlling content into channels • Gatekeeping: • Multiplex. • EPG • SMS • Distribution: • DAB • DVB • Internet Consumption • Securing cultural and poli-tical relevance and univer-sal PS consumption by: • Securing content rights • Continue full scale programming • Being in the front developing new interactive content - also for on- demand consumption. • Securing universal PS reach by: • Securing an active PS-role in the whole value-chain. • PS-participation in all new dis- tribution forms (DAB & DVB, Internet etc.) • Securing custo-mer-legitimacy by: • Keeping direct contact with the audience. • Programming with • - Quality • - Accountability • - ”Value for money” • A clear PSB- branding

  13. PS in the digital marketplace $ $ $ $ $ ? $ $ $ $ $ Public Service $

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