IAMCR 2008 Conference – Media and Global Divides – Stockholm

1. IAMCR 2008 Conference – Media and Global Divides – Stockholm Communication Policy & Technology Section Comparing Public Policies for Digital Terrestrial Television Sweden vs Spain within the framework defined by the European Union Roberto Suárez Candel Researcher and Lecturer (PhD Candidate) Department of Communication Pompeu Fabra University – Barcelona, Spain

2. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 1 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain PhD dissertation Public Policy for Digital Television in the European Union Comparative study of Sweden and Spain

3. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 2 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain Paper Structure • Introduction: Questioning the need for Public Policy • The terrestrial platform as an object of public policy, even in the digital scenario • Implementing Digital Terrestrial Television, the need for public policy. • EU Policy for DTT: guidelines, coordination and subsidiarity • Sweden and Spain, two necessarily different approaches to a common issue. • Final remarks

4. IAMCR 2008 - Stockholm Comparing Public Policies for DTT The evolution of the role of the State within society Provider Regulator Enabler 3 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Introduction: Questioning the need for Public Policy The peak of neoliberal ideology Power relationships between the State and the Media Internationalisation and convergence of markets Homogenization of public policy

5. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 4 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • The terrestrial platform as an object of public policy, even in the digital scenario Are public interest goals still attributed to terrestrial television after its digitalisation? Is that necessary?

6. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 4 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • The terrestrial platform as an object of public policy, even in the digital scenario Are public interest goals still attributed to terrestrial television after its digitalisation? Is that necessary? Does digitalisation transform television in such a way that public policy is not necessary to achieve those objectives?

7. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 5 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Implementing Digital Terrestrial Television, the need for public policy. Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses.

8. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 6 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Implementing Digital Terrestrial Television, the need for public policy. Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses. Market-led strategies and business models

9. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 6 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Implementing Digital Terrestrial Television, the need for public policy. Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses. Market-led strategies and business models …that failed.

10. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 7 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Implementing Digital Terrestrial Television, the need for public policy. Legitimation for Public Policy CAUSES & OBJECTIVES of digitalisation Lack of coherence in the political discourse Hidden agendas

11. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 8 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Implementing Digital Terrestrial Television, the need for public policy. What were the ‘triggers’ for public intervention in order to implement DTT?

12. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 9 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • EU policy for DTT: guidelines, coordination and subsidiarity Polyhedral nature of television Multiplicity of policies and institutions Variety of intervention perspectives and mechanisms Diversity of policy instruments Lack of consistence, coherence and effectiveness??

13. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 11 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • EU policy for DTT: guidelines, coordination and subsidiarity Policy focused on infrastructuresand market behaviour interoperability, competition. Harmonisation and soft policy instruments Subsidiarity

14. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 12 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • EU policy for DTT: guidelines, coordination and subsidiarity Coordination of the switch-off process in order to ensure the creation of a single European market Ideological framework Certainty and guidelines

15. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 13 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue Why Sweden and Spain?

16. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 13 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue Why Sweden and Spain? Galperin (2004) / Hallin & Mancini (2004)

17. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 14 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue Issues compared • Legitimation of DTT and public intervention • Policy decission-making structures • Licensing and definition of a business model • Planning of the transition from analogue to digital

18. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 15 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue • Legitimation of DTT and public intervention Similarities Objectives: competition, pluralism and diversity PSB and Universal Service Hidden agendas  maintain control over the television market Differences Public policy ethos

19. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 16 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue • Policy decision-making structures SPAIN SWEDEN Distribution of responsibilities Transparency Collaboration Lack of ARN Political confrontation Several political levels Media parallelism

20. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 17 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue • Licensing and Business Model SPAIN SWEDEN Lack of transparency Clientelism Replication of the analogue market Post-switchover already defined 6 licensing contests Short licenses Transparency

21. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 18 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue • Licensing and Business Model SPAIN SWEDEN From Pay-Tv to FTA Different regional markets Uncertainty about the future: Pay-tv? FTA + Pay-TV (but encrypted) Competitive and attractive offer

22. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 19 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Sweden and Spain, two necessarily different approaches to a common issue • Planning of the transition SPAIN SWEDEN Regional Basis Platform neutrality Independent Authority Focus on Communication Market collaboration Regional basis Focused on DTT Public and Private players Communication needs to be improved

23. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 20 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Final remarks • DTT implies a re-birth for national public policy • Political tradition determines public intervention • National media particularities are still relevant One international issue, several national approaches

24. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 21 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Final remarks • Terrestrial television still maintains its link to public interest • Public policy is still necessary • Industrial mechanisms to achieve social goals?

25. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 22 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Final remarks Comparing national experiences allows detecting best practices, key drivers and obstacles. Adaptation to national scenarios

26. IAMCR 2008 - Stockholm Comparing Public Policies for DTT 23 Roberto Suárez | Pompeu Fabra University – Barcelona, Spain • Final remarks • Independence of policy actors • Transparency • Collaboration • Communication Common key elements of successful migration plans

27. IAMCR 2008 - Stockholm Comparing Public Policies for DTT TACK! Roberto Suárez Researcher and Lecturer (PhD Candidate) Department of Communication Pompeu Fabra University – Barcelona, Spain www.robertosuarez.es roberto.suarez@upf.edu