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Is television dead? Does digital television have a future?

Is television dead? Does digital television have a future?. Peter Olaf Looms DR Media Strategy & Projects. 1. Young people don’t watch TV. 2. The Internet is replacing TV. 3. People don’t watch ads anymore. TV is Dead - True or False?. The menu this evening:

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Is television dead? Does digital television have a future?

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  1. Is television dead?Does digital television have a future? Peter Olaf Looms DR Media Strategy & Projects

  2. 1. Young people don’t watch TV 2. The Internet is replacing TV 3. People don’t watch ads anymore TV is Dead - True or False?

  3. The menu this evening: • Television in ”the good old days” • Television today: how things have changed • What do these changes mean for viewers? • What do these changes mean for DTT in Hong Kong?

  4. Television in the ”good old days” 1967 A social experience 1967 A social experience Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  5. Television in the ”good old days” 1967 A social experience Little choice Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  6. Television in the ”good old days” 1967 A social experience Little choice No need for a remote Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  7. Television in the ”good old days” 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  8. Television in the ”good old days” 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  9. Television in the ”good old days” Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  10. Who wants to watch football alone? Television today 2008 Still a social experience Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  11. Television today 2008 Still a social experience But also an individual one... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  12. Television today 2008 Still a social experience But also an individual one... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  13. Television today 2008 Still a social experience But also an individual one... More channels to choose from Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  14. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  15. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... Participating (voting) Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  16. Television today Engaging Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  17. Television today Immersive (a real home cinema) Immersive Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  18. Television today ...or just Killing time Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  19. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  20. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  21. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  22. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  23. Television today Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  24. Television today Personal Pocket Media 1975 1980 1985 1990 1995 2000 2010

  25. Television today Personal Purse Media Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  26. Television today 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms... Watching when YOU want... Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  27. Television today Asynchronous Viewing Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  28. Television today Television in the fifties 1975 1980 1985 1990 1995 2000 2010

  29. TrendsThe shift in power from scheduler to viewer

  30. Trends5. The shift in power from scheduler to viewer

  31. Trends5. The shift in power from scheduler to viewer

  32. TrendsThe shift in power from scheduler to viewer Deciding where to watch Place-shifting 3G, B2H, podcasting Deciding what and when to watch On Demand VOD, IPTV, podcasting Deciding when to watch Time-shifting PVR (+ VHS) Deciding where in the home to watch More than 1 TV at home Choice + Control = Convenience = More viewing! Selecting a programme to watch (EPG) Teletext EPG, web Choosing which channel to watch (trial and error) The RCD 1980 1985 1990 1995 2000 2005 2010

  33. Making programmes Citizen media, peercasting Contributing to programmes SMS, MMS, photos & videos Taking part in programmes Voting in TV shows/ ”spoiling” reality shows TrendsFrom Couch Potato to participating in & creating TV Deciding where to watch Place-shifting 3G, B2H, podcasting Deciding what and when to watch On Demand VOD, IPTV, podcasting Deciding when to watch Time-shifting PVR + VHS Deciding where in the home to watch More than 1 TV at home Selecting a programme to watch (EPG) Teletext EPG, web Choosing which channel to watch (trial and error) The RCD 1980 1985 1990 1995 2000 2005 2010

  34. What does all this mean for viewers?

  35. What is their problem? Finding something worthwhile to watch!

  36. EPG Electronic Programming Guide [Digital TV or IPTV EPG [Web]] EPG [Digital TV or IPTV] EPG [Teletext] ECG [MediaCenter] ESG Electronic Service Guide Programme Guide in papers & magazines How do they know what’s on?

  37. Can watch where they want (place shift) Can watch on any device (computer, TV, mobile) Can watch what and when they want (on demand) Can watch when they want (time shift) Can watch what they want (choice/control) What is their problem? But can they actually find and watch what they want? Depends on metadata that makes sense to them and their devices

  38. 1. Young people don’t watch TV 2. The Internet is replacing TV 3. People don’t watch ads anymore TV is Dead - True or False?

  39. TV in the next five years? • TV consumption will be stable or increase • Some young adults will view TV mainly on the Internet or handheld devices • Most will still watch TV on TV • TV consumption will polarise - TV Anytime • 80% will be watch TV as it is broadcast • 20% will be PVRs, On Demand and podcasts • A new challenge to market content for asynchronous use • TV content will differentiate into premium & commodities • ”Liveness” = News, sports, events, high-end TV fiction • Immmersive, cinema-like TV (long-form) • TV commodities for killing time (short/long form) with many delivery platforms and windows • User Created Videos (short form) will co-exist with ”liveness”, not replace it. • Understand each viewer • Content that matches the viewer’s sense of quality • Delivering TV on a platform that the viewer wants • Context - understanding the viewer’s needs, where and when they want to watch TV together or on their own.

  40. What does all this mean for Digital Terrestrial TVin Hong Kong?

  41. The switch from analogue to digital...

  42. Hong Kong (1967 - December 30 2007) 1 2 3 4 5 6 7 analogue

  43. Hong Kong (December 31 2007 - 2012TBC) 1 1 2 2 3 3 4 4 5 5 6 6 7 7 analogue digital

  44. Hong Kong (December 31 2007 - 2012TBC)

  45. Hong Kong (2012TBConwards) 1 • ”The Digital Dividend” • Spectrum that can be used for something else: • More channels in standard quality • Access services • High definition TV channels • Interactive TV • Mobile radio and TV • Wireless Internet • some combination of the above... 2 3 4 5 6 7 digital

  46. Hong Kong - Digital Terrestrial TVObservations & Predictions 1 2 3 4 5 6 7 digital

  47. Thank you!

  48. Contact particulars Peter Olaf Looms DR, Danish Broadcasting Corporation DR Media Strategy & Projects DR-Byen Emil Holms Kanal 20 DK-0999 Copenhagen C DENMARK E: poo@dr.dk , polooms@inet.uni2.dk M: +45 51 56 75 46 D: +45 35 20 83 66

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