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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.

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Hybrid Television Opportunities and Challenges for

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  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

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