1 / 30

Hybrid Television Opportunities and Challenges for

Hybrid Television Opportunities and Challenges for Public Broadcasters to improve their service to the citizenship. IAMCR 2010 Conference. Braga, July 18 th -21 st , 2010. Dr. Roberto Suárez Candel Marie Curie Research Fellow.

ajaxe
Télécharger la présentation

Hybrid Television Opportunities and Challenges for

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. HybridTelevision Opportunities and Challengesfor PublicBroadcasterstoimprovetheirservicetothecitizenship. IAMCR 2010 Conference Braga, July 18th-21st, 2010 Dr. Roberto Suárez Candel Marie CurieResearchFellow

  2. HybridTelevision: Opportunities and challengesforPublicBroadcasters PSB - Digital Redefining and repositioningPublicServiceBroadcasting in the digital and multiplatformscenario. Post-doctoral Research Project fundedbythe Marie CurieIntra-EuropeanAction www.psb-digital.eu 1 IAMCR 2010 - Dr. Roberto Suárez Candel

  3. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Outline • Context – Transformationprocesses • WhatisHybrid TV? • State of the art • SWOT analysis • Empoweringparticipation 2 IAMCR 2010 - Dr. Roberto Suárez Candel

  4. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Context – Transformationprocesses • Switch-overacrossEurope: asymmetric and asynchronous. • Transmission: MPEG-2  MPEG-4 DVB-T  DVB-T2 • Flat Screens – HighDefinition (HD) • 3 Dimensions TV (3D) • Online strategies: Webcasting – Web 2.0 3 IAMCR 2010 - Dr. Roberto Suárez Candel

  5. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Context – Transformationprocesses • Broadbandpenetrationgrows migrationtomobile  smartphones / tablets • Online on-demand video istheking of the net • Multiplescreens: audiencefragmentation & segmentation. • Economic crisis 4 IAMCR 2010 - Dr. Roberto Suárez Candel

  6. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Context – Transformationprocesses NEW PARADIGM Anything – Anywhere - Anytime Personalization + Customization 5 IAMCR 2010 - Dr. Roberto Suárez Candel

  7. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? 6 IAMCR 2010 - Dr. Roberto Suárez Candel

  8. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? “Itistheconvergencebetweenbroadcast and Internet contentfor a coherentexperience.” Source: DIGITAG, August 2009 “...for a enrichedviewingexperience.” Source: L. Vermaele, EBU Technical director, 2009 7 IAMCR 2010 - Dr. Roberto Suárez Candel

  9. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert 8 IAMCR 2010 - Dr. Roberto Suárez Candel

  10. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? Source: HbbTV.org 9 IAMCR 2010 - Dr. Roberto Suárez Candel

  11. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? 10 IAMCR 2010 - Dr. Roberto Suárez Candel

  12. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? Itis NOT: • Internet Television (webcasting) • IPTV • Internet onthe TV screen … buttheseexperiences can behelpful. 11 IAMCR 2010 - Dr. Roberto Suárez Candel

  13. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? 12 IAMCR 2010 - Dr. Roberto Suárez Candel

  14. HybridTelevision: Opportunities and challengesforPublicBroadcasters • WhatisHybrid TV? 13 IAMCR 2010 - Dr. Roberto Suárez Candel

  15. HybridTelevision: Opportunities and challengesforPublicBroadcasters • State of the art • CE Manufacturershavetakentheinitiativeregarding IP connectivity. • Philips  Net TV • Samsung Internet@TV • Panasonic Vieracast 14 IAMCR 2010 - Dr. Roberto Suárez Candel

  16. HybridTelevision: Opportunities and challengesforPublicBroadcasters • State of the art • Themarketneeds horizontal standardsthatguaranteeinteroperability • BBC Canvas Project (UK) • Cross IndustryConsortiumHbbTV(FR + GE) 15 IAMCR 2010 - Dr. Roberto Suárez Candel

  17. HybridTelevision: Opportunities and challengesforPublicBroadcasters • State of the art 16 IAMCR 2010 - Dr. Roberto Suárez Candel

  18. HybridTelevision: Opportunities and challengesforPublicBroadcasters • State of the art CE Manufacturers Content Producers Broadcasters Content Providers ISP Regulators RightsHolders StandardizationBodies Telecomms Internet Developers 17 IAMCR 2010 - Dr. Roberto Suárez Candel

  19. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - STRENGTHS • Technicalspecifications are builtoncurrentstandards no new developments + backwardscompatibility • No investment in transmissioninfrastructure • Broadbandpenetration / speedisgrowing • Popularisation of WIFI • Home networkingcreates a positive environment • Devices are alreadyavailable at themarket 18 IAMCR 2010 - Dr. Roberto Suárez Candel

  20. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - STRENGTHS • Previousexperienceslike BBC iPlayerorsmartphonesAppshavebeenverysuccessful • Online on-demandservices are growing • Main Tv set isstilltheprimaryaccesspointfor video content • SomeusersalreadyconnecttheirPc’swiththeir Tv sets • Userspreferprofessionalcontentinstead of UGC • Lowpoliticalprofile 19 IAMCR 2010 - Dr. Roberto Suárez Candel

  21. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - WEAKNESSES • Manyplayers involved  agreement on standards becomes more difficult • Individual initiatives based on legacy solutions have been launched  fragmentation due to lack of interoperability  confusion • User incorporation depends on having a hybrid device + broadband connectivity  cost • IPTV and Cable operators are strong alternatives. • Investment in new content / services is needed but the business model is not clear yet. 20 IAMCR 2010 - Dr. Roberto Suárez Candel

  22. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - WEAKNESSES • Interactivity has never been a safe value. • Online content needs to go HD, otherwise lack of quality. • “Lean-back” attitudeisstillstrong in front of television. 21 IAMCR 2010 - Dr. Roberto Suárez Candel

  23. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - OPPORTUNITIES • Making spectrum available for other services • Linear television is enhanced  more added value  more viewers /consumption  new business models and revenues • New interactivity options for DTT / SAT • Social networking  interestcommunities, recommendations, mostviewed (pushVoD) • Recoveringthelostaudience / creating new targets • New audiencebehaviour tracking options 22 IAMCR 2010 - Dr. Roberto Suárez Candel

  24. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - OPPORTUNITIES • Personalisation / Customization + Localization  new services, opportunitiesforadvertising  improvement of viewer’sloyalty • Anoptionforreducing digital divide and consolidatingtheInformationSociety • Betterserviceforhandicapedpeople • New windowsfor 3rd partiescontents / services • Betterfulfilment of PublicServiceremit? 23 IAMCR 2010 - Dr. Roberto Suárez Candel

  25. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - THREATS • CE manufacturers control the access to the audience. • Content providers circumvent broadcasters (agreements with CE manufacturers) • Broadcasters lose control over the screen due to non related content / services • Linear programming loses visibility + audience fragmentation  degradation of the brand + impact on advertising. • Network saturation due to flash-crowds (live events) or too fast growth  collapse / quality 24 IAMCR 2010 - Dr. Roberto Suárez Candel

  26. HybridTelevision: Opportunities and challengesforPublicBroadcasters • SWOT analysis - THREATS • Costs rising due to an excess on data transferring • New DRM issues - New window for illegal content • Viruses • Low political profile  Is public interest under threat? 25 IAMCR 2010 - Dr. Roberto Suárez Candel

  27. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Empoweringparticipation How can Hybrid TV beusedbyPublicServiceBroadcasting in ordertoimprovetheengagement of itsaudience(s)? 26 IAMCR 2010 - Dr. Roberto Suárez Candel

  28. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Empoweringparticipation Online Social Networking • Voting • I like • Recommend • Favourites • Share • Comment • Forums • Alerts Ownsolutions / externalplatforms? A new publicsphere? AssessingPublicService? Learningfromtheaudience? 27 IAMCR 2010 - Dr. Roberto Suárez Candel

  29. HybridTelevision: Opportunities and challengesforPublicBroadcasters • Empoweringparticipation Online Social Networking e-Administration • Adapt online services • Consolidation of Info. Soc. 28 IAMCR 2010 - Dr. Roberto Suárez Candel

  30. HybridTelevision: Opportunities and challengesforPublicBroadcasters ThankYou! Dr. Roberto Suárez Candel Marie CurieResearchFellow Hans BredowInstitut Hamburg - Germany r.suarez@hans-bredow-institut.de www.psb-digital.eu

More Related