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The EBU Digital Strategy Group. Continuing our contract with the people

The EBU Digital Strategy Group. Continuing our contract with the people. David Wood EBU. No 1: Don’t believe the hype…. but don’t ignore it either. Hype is similar to a ‘stereotype’. It is usually based on some degree of truth. New media add to, but do not replace older media.

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The EBU Digital Strategy Group. Continuing our contract with the people

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  1. The EBU Digital Strategy Group.Continuing our contractwith the people David Wood EBU

  2. No 1: Don’t believe the hype… • but don’t ignore it either. • Hype is similar to a ‘stereotype’. It is usually based on some degree of truth. • New media add to, but do not replace older media.

  3. No 2: There are three cardinal rules for public service broadcasters • Define your role • Communicate your role • Regularly Review your role.

  4. No 3: We need to try to measure success using ‘public value’ • To what extent is the world a better place because of what we do? • Success should be measured not entirely by what happens on the screen, but also by what happens afterwards

  5. No 4: There are four pillars of public service media • Universality • Editorial Independence • Accountability • High Programme Values.

  6. No 5: Public service broadcasters need to be on ‘all significant platforms’ • Reach is a measure of the success of the public service mission. • Reach can only be achieved by ‘following the people’. • People must find public service media where they are - not where we or politicians find it convenient.

  7. No 6: Digital radio and TV will only be successful if there are new programme channels • Better quality and ease of use are welcome - but they alone are not enough. • Archives and repackaging can make new channels inexpensive.

  8. No 7: Podcasting is more significant than it looks • It is a new ‘paradigm’. It by-passes the broadcasters and the network operator. • ITunes dominates the market, and Apple may become extremely powerful. • The popularity of podcasting may tell us something about our own services…

  9. No. 8 It is not clear which kind of broadband will win…. • Broadband is just a ‘pipe’ through which media flows. • IPTV networks are ‘walled gardens’ paid for by subscription • Open Internet is not. • Both IPTV and Open Internet can provide interactive TV • Who will win?

  10. No 9: There are two ways to organize you company • Programme production according to channels. • Programme production according to genres. • Each has advantages • The second is gaining momentum.

  11. No 10: PSBs must lead the national funding debate • The value of spot advertisements may diminish in the years ahead. • Government grants may be a Trojan horse.

  12. No 11: The Director General must be the first to say “we are a cross media organization” • Changing to an IT-based, cross media organization is challenging but necessary. • The greatest problems are often changing attitudes and practices – the staff dimension.

  13. No 12. The steps to the future • Discovery technology: search engines, EPGs, Programme alerts, ‘try this’, e-mail, bookmark, blog, • Cross Media technology: cross media, photo galleries, downloadable, applications, quizzes, links, video galleries • Participation technology: commenting, voting, recommending, discussing, community. • Creation technology: making music, making video, remixing, bloging, media literacy.

  14. The ‘to do’ list…. • Share knowledge on ‘public value’ – what it is, and how can it be measured? • Share knowledge on company organization - what works/fails? • The EBU should prepare ‘good practice’ guides on new media such as IPTV broadband, iTV, podcasting, mobile TV, DAB, HDTV.

  15. The ‘to do’ list…. • Develop strategies to cope with emerging environment for spot advertising. • Develop a strategy for broadcasting to PVRs and in-home networks • Evaluate the future impact of ‘user generated content’. • Evaluate the future relationship of broadcasting to games and d-cinema

  16. To sum it up.. Change is permanent. ‘Management for change’ is needed.

  17. Thank you for your attention David Wood EBU Skypename: davidinnov

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