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Public Broadcasting 2.0

Public Broadcasting 2.0. Alaska Public Telecommunications Inc September 23, 2005. Public broadcasting 1.0. Characteristics One-to-many Real-time Scarcity rules – content time is dear Rewards average use at any one time Brands are at the aggregator level Programmers are tacticians.

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Public Broadcasting 2.0

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  1. Public Broadcasting 2.0 Alaska Public Telecommunications Inc September 23, 2005

  2. Public broadcasting 1.0 • Characteristics • One-to-many • Real-time • Scarcity rules – content time is dear • Rewards average use at any one time • Brands are at the aggregator level • Programmers are tacticians. • Finding hits and competing with other hit-makers • We schedule what we think you want when we think you will want it more than what’s on the competition.

  3. Public broadcasting 1.0 • Contact hours per year • 12-Bn radio • 6-Bn TV • Revenue per contact hour • Radio 5.4¢ • Television 29.0¢

  4. Changes in media usage • People are taking control over their media usage. • “My time” (non-real time) is the fastest growing segment of media usage. • “I want what I want, when I want it, the way I want it.” • So the important media divide is not audio vs. video or print vs. electronic, it’s “my time” vs. real-time.

  5. Changes in media usage • “My time” media usage increased from 375 to 500 hrs/yr from ‘97-’02. • Broadcast TV use declined from 904 to 786 hrs/yr in the same time. • “My time” share of audio/video usage is increasing from one in five hours in 1997 to one in three in 2007. Source: Veronis Suhler Stevenson

  6. Who does “my time” serve? • People who have already left linear programming for other reasons: • Career • Chores • Community • Family • People who can’t get enough of what they like on your stations.

  7. CPB TV primetime study • PTV viewing was small in two segments compatible with PTV: • “Innovative & Inclined” • “Distracted & Unavailable” • Together, they are 26% of viewers: • Limited free time • Frequent users of technology • Medium-to-high users of public radio

  8. CPB TV primetime study

  9. Rich media delivery landscape • Worldwide broadband users hit 160M • Mass market video creation tools • Low cost digital video cameras, PC based editing apps • Majority of PCs now rigged for sound and video • BitTorrent adoption – 20M users • Weblogs – 31M, rapid growth after 5 years • RSS feeds – more than 5 million on Internet • De facto standard for content syndication • Being widely used for news/info updates • RSS feeds transitioning to Rich Media Content • Podcasting – RSS + MP3 audio + iPod synch • Video blogs right behind – RSS 2.0 and RSS Media

  10. Public broadcasting 2.0 • Characteristics • Many-to-many • On-demand for use in “my time” • Abundance rules – content limited only by storage • Content is branded • Rewards cumulative access over time • Programmers and users are curators. • Provide huge choice. • Make content personalized and accessible.

  11. Strategic investment scenarios • Sustaining investments • Sustain the legacy business • Best practices improvements • Collaborations to lower costs and gain scale

  12. Strategic investment scenarios • Repositioning investments • Often disruptive innovations (à la Clayton Christensen) • Reposition in new directions consistent with original mission

  13. Broadcasters must adapt to • A multi-platform future, • A multi-choice future, • And to three “über trends” • Digitization • Personalization • Democratization

  14. A multi-platform future • We’re evolving from distribution over one platform to distribution over multiple platforms: • Over-the-air transmitters • Internet and broadband • Cable and satellite • Physical media • Mobile and portable devices From Dave MacCarn, WGBH

  15. A multi-choice future • The number of “channels” through which users will be able to access our content will continue to grow. • Increasingly, users want control over when and where they use our content. • Increasingly, users want choice and personalization. • Successful public broadcasters are morphing into digital libraries. From Dave MacCarn, WGBH

  16. Über trends: digitization • Content meets mathematics • Noiseless generations for production & distribution • Metadata – data about data • Find, manipulate and distribute content with great granularity and flexibility • Repurpose content • Extend the life and value ofmedia assets • PBCore metadata standard • Search

  17. Über trends: personalization • Content meets self-organization • Tagging (‘folksonomies’) • XML syndication (RSS, Atom) • Attention (metadata that tracks to what people are paying attention) • Communities of interest more important than aggregator brands

  18. Example: Tagging at flickr Tags / norway Sample photos from the RSS feed of the tag ‘norway’ from flickr.com

  19. Example: Web 2.0 A/V sites • Brightcove.com • Odeo.com • OMN.org • Ourmedia.org • YouTube.com

  20. Example: • Really Simple Syndication (better: Really Simple Subscriptions) • It’s very easy to implement. • It aggregates in one place what’s new in web content to which you subscribe. • Combined with personalization, it will provide a powerful distribution platform for pubcasters (or, a powerful competitor). • Open a Bloglines.com account and try it.

  21. Über Trends: democratization • Content freed from gatekeepers • Inexpensive but powerful production tools are in the hands of consumers • Low barriers to effective distribution • Search and referral serves as marketing • “Rip. Mix. Burn.”

  22. Example: Podcasting • Works with any portable media players, PCs, Macs, and most news aggregators. • Means adding an enclosure to an RSS 2.0 item (can link to any file: MP3, WMV, etc.). • Specialized aggregators can automatically sync your files with the player. • Implications for how we do journalism and production.

  23. The “long tail” meme • From Wired editor Chris Anderson • “The future of entertainment is in the millions of niche markets at the shallow end of the bitstream.” • Real time is hits oriented. For NRT long-tail distribution, success can come with much smaller numbers.

  24. The “long tail” meme • Amazon, iTunes, Netflix, et al. have much larger inventories than corre-sponding brick-and-mortar stores. • The average record store has 40,000 tracks, but Rhapsody has 735,000. • “The average Barnes & Noble carries 130,000 titles...[, but] more than half of Amazon’s book sales come from outside its top 130,000 titles.

  25. The “long tail” meme

  26. Public Service Publisher • A bootstrap “my time,” “long tail,” PB 2.0 repositioning initiative • Started by public broadcasting stations and independent producers • Broadcasters can serve as enablers for community public service content • Design focused on PB 2.0 business models

  27. Public Service Publisher • Partnering with Open Media Network • Multi-platform content delivery from a common user interface via • Internet (Kontiki P2P grid) • TiVo • Cable VOD • DTV broadcast data caching • Physical media (DVD, CD) • Station-supplied • Amazon, Netflix, et al. • Free, subscription, or pay per use

  28. New revenue sources • Member benefits (more content, convenient times) • New audience revenue (relationship building, underwriting) • User compensation for access to niche, premium or hard-to-find programming

  29. Assets in permanent distribution build record of community value, important for tax-based, foundation and philanthropic funding B2B revenues (rights to distribute, marketing content for derivative works) Distribution services (datacasting, load balancing, “my time” traffic) New revenue sources

  30. “Pull” urgencies • Opportunities: • “My time” use growing rapidly. • PBCore, broadband, off-the-shelf core technologies are in place. • Long-tail businesses are succeeding. • Pubcasters and partners have great and deep content assets. • There is substantial interest in use of “my time” electronic media by other public service organizations.

  31. “Push” urgencies • Threats: • Competition for pubcasters is coming from the for-profit sector. • It’s no longer a one-platform world. If we cling to one platform, we risk our mission. • XML-based syndication to portable devices is growing and presents a real “bypass” to linear programmers. • Barriers to entry are low. If we don’t do it, someone else will.

  32. Change and cow paths

  33. Contact information Dennis L. Haarsager, Associate VP & GMEducational Telecommunications & TechnologyPO Box 642530Washington State UniversityPullman, WA 99164-22530Contact info: haarsager.org/contactWeblog: technology360.comResources: technology360.orgPublic Service Publisher weblog: pspblog.org

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