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Repositioning DTV through Marketing the Idea of DiMoTV Internationally

Where is the Beef?. Repositioning DTV through Marketing the Idea of DiMoTV Internationally. Hamilton Cheng 25 Nov. 2005 The Second International Conference on Digital Communication. Focus by Asia-Pacific Broadcasting Union DTV Symposium. Outline . Origins Roll-out Actions and Performance

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Repositioning DTV through Marketing the Idea of DiMoTV Internationally

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  1. Where is the Beef? Repositioning DTV through Marketing the Idea of DiMoTV Internationally Hamilton Cheng 25 Nov. 2005 The Second International Conference on Digital Communication

  2. Focus by Asia-Pacific Broadcasting Union DTV Symposium

  3. Outline • Origins • Roll-out Actions and Performance • Preparing and Executing of Promotion • Feedback from International Community • In what sense of service current DTV provided for citizen and our general people?

  4. Origins: DiMoTV • Mobile Reception is the most powerful showcase only for DTV in Taiwan • Multichannel is already too much in maturity (80% HH watching 100 more Cable-Channels per day) • HDTV is too heavy-installment for general household (NTD 50,000 at least) • The downfall of Terrestrial Broadcasters’ performance is at best to be neglected (need a new platform and branding)

  5. Roll-out Action (2002) Ⅰ • Against the Proposed Plan of ATTN (電視學會) • Multi-channels is for Spectrum-consuming (Politics) • Promoting Singapore Mobile TV to Taiwan • Finding the easy and affordable perform of DTV service, because • No more state aid • Decreasing of Advertising revenues • Mobile reception on the public vehicle • Watching on the move (for general people) • Without egg-chicken fallacy: who should pay for receiver device

  6. Roll-out Action (2002) Ⅱ • Delivering proposal of Mobile TV to NICI, GIO, Taipei Municipal Government, MRT • Making Claim for Mobile TV in 「國家發展重點計畫全體研討會」 • Forced ATTN accommodating the mobile with fixed reception of DTV service plan • Establish a Gap-filler in chosen area (other than Taipei) of Mobile Reception (DVB-T) Trial • Bridging the Digital Gap • Enhancing the value of public wireless communications (media literacy)

  7. Roll-out Result • A Dedicated Channel for Kaohsiung Bus and Harbour Ship Service: DiMoTV • The breakthrough of DTV development within industry • Site searching and management • First 5K Filler on the top of Grand Formosa Kaohsiung (85 fl.) • A Beauty Contest for TV Service Franchise • Public open tender • Tradeoff between platform investor and channel provider (benchmarking, 18 million as the counterpart fund of 40 million)

  8. Roll-out Result (unexpected) • A sole non-profit mobile TV channel • Comparing with Singapore’s TVMobile (in 2001) and Shanghai’s Oriental Pearl Mobile TV (in 2002). • Noncommercial and advertising-free channel to inform, educate and entertain passengers on public vehicles • all programs are subtitle-mandate, without too loud sound inside the bus deck

  9. Preparing and Promotion • A Half-day Ceremony of Launching DimoTV (January 29, 2005) • Circulating the press release (including above information) to trade journals other than mass media

  10. Feedback from International Community (1) • (2005). Mobiler fernsehempfang in Taiwanesischen bussen und fahren. DocuWatch Digitales Fernsehen (Hans-Bredow-Institut fur Medienforschung), 1: 23. • (April-June, 2005). TV channel for mobile reception in Taiwan. Commonwealth Broadcaster, 147: 20. • ·(March-April, 2005). Mobile DVB-T reception in Kaohsiung. ABU Technical Review, 217: 26. • · (March 2005）.DVB-T channel debuts in Taiwan. Asia Pacific Broadcasting, 22(3): 1, 6. • (February 23, 2005). Taiwan-mobile DVB-T reception in Kaohsiung. Antenna Hungaria Digital Broadcasting Newsletter, 31. • · (February 17, 2005). Taiwan launches dedicated TV channel on the buses. DTG Digital World News-Taiwan. • ·(February 4, 2005). Taiwan-Mobile DVB-T reception in Kaohsiung. DigiTAG News. • ·(February 3, 2005). Taiwan launches mobile TV on public transportations. ABU Weekly News Digest. • ·(February 2, 2005). Mobile DVB-T on the buses of Taiwan. DVB News. • ·

  11. Feedback from International Community (2) • MediaCorp, Singapore asked for technical parameter • DigitTAG, Switzerland brought along European customer inquiry • Digita, Finland discussed the strategy for success and implementation • New Media, Denmark Radio found out the future of mobile communication with us • TelevisionAsia, Singapore searched for archive • RTHK, Hong Kong invited the article submission

  12. Feedback from International general • Only Citied Taipei Times Reporting Televisions come to buses

  13. In what sense of service provided (1) • For general people, “DiMo TV” is nevertheless humble enough • But for industry and professional, DiMo TV is reasonable to initiate a complete new vision for general audience • Watching two Samples

  14. In what sense of service provided (2) • DTV must build upon the local demands of general audience and citizen • DTV must assimilate into the daily life of citizen • DTV, if not too fancy, should add public wireless communication more values v.s. private mobile communication • Putting DTV on public vehicle is a promotion and education of digital literacy

  15. In what sense of service provided (3) • A Revision of Space Mission in 1994 • Wrong route: space shuttle, astronautical medicine, space station etc. • Right route: Moon, Mars • A Revision of DTV Mission? • Wrong route: multichannel, HD, SFN, TV anywhere, on-demand, Time-shifting • Right route: Mobile • Where is the next “Frontier”, Finding it out

  16. Thanks for Your Attention and Comments

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