“l’ha detto la rai” quality news for all: tv and beyond 5 th ebu conference on public service...

“L’ha detto la Rai” Quality News for all: Tv and beyond

5th Ebu Conferenceon Public Service Broadcasting

Deborah Bergamini, Marketing Director

Brussels, 17 March 2005

Page 2

Digital development

(content production, distribution and

access/consumption)

Consumers digital growing attitude

(medium – high classes)

A new scenario in the

audiovisual market,

especiallyfor the news

The new scenario Quality News for All: Tv and beyond

Brussels, 17 March 2005

Page 3

The news consumption:A model Quality News for All: Tv and beyond

Brussels, 17 March 2005

TIME - PLACE

MEDIA AVAILABLE

CONTENT PROVIDERS

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The news consumption: Typical time budget Quality News for All: Tv and beyond

Brussels, 17 March 2005

Wake up andday set up

Commuting Activity Commuting Relax SynthesisTime of the day

Places

Needs

Relevantaudiovisual

media

HomeCar

Public transportOffice

MobilityHome Home

Update

UpdateInsight news

CommentAd hoc news

UpdateInsight news

RadioTelevisionTeletext

RadioWireless

Place-Based Media

WebWireless

RadioPlace-Based

Media

TelevisionTeletextRadio

RadioWireless

Place-Based Media

TelevisionWeb

UpdateComment

Insight newsBasic news

Agenda setting

CarPublic transport

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Tv and beyond:Media, devices, content Quality News for All: Tv and beyond

Brussels, 17 March 2005

Pan-Tv Media

Post-Tv Media- do without a Tv-Set (Web, Wireless);

- contaminate the use of Tv-Set (Teletext, DTT).

Web(Portable computer,

Smart Phone)

Wireless(Smart Phone,

Portable Computer)

Teletext(Tv-Set)

Analog Tv(Tv-Set)

- use devices other than Tv-Sets (Smart Phone, Computer);- offer Tv-like audiovisual contents (Clips, Flow).

Digital Tv(Tv-Set)

Place-Based Media

Post-Tv MediaTv Media

Pan-Tv Media

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Tv and beyond:Threat or opportunity? Quality News for All: Tv and beyond

Brussels, 17 March 2005

Proliferation of news contents and platforms

News overload and reliability concerns

Digital development

Key-role of Public Service Broadcastersin newsgathering and “certification”

Strategic role of brand through accountability

Agenda setting:the criteria that transform

info into news

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Quality News for All: Tv and beyond

Brussels, 17 March 2005

President Ciampi New Year’s message, broadcast both by Rai and Mediaset, raises the share of Rai 1 from average 25% up to 35,81%.

Rai is considered the most reliable source of Tv news

President Ciampi New Year's Message

0

5

10

15

20

25

30

35

40

2001 2002 2003 2004 AverageYear

Sh

are

%

Canale 5 Rai 1

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Rai is considered the most reliable source of Tv news Quality News for All: Tv and beyond

Brussels, 17 March 2005

When a prominent event occurs, viewers turn to Rai in search of a complete and reliable coverage.

Main Breaking News, same day and time

0

5

10

15

20

25

30

35

40

9/11/01 TsunamiYear

Sh

are

%

Canale 5 Rai 1

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The digital news flowQuality News for All: Tv and beyond

Brussels, 17 March 2005

- Sourcing

- Newsgathering- Agenda setting- “Certification”

- Distribution

- Consumption- “Re-sourcing”

USERS

MEDIUM MEDIUM MEDIUM MEDIUM MEDIUM

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Rai “Beyond-Tv” news offer: The Teletext service Quality News for All: Tv and beyond

Brussels, 17 March 2005

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Rai “Beyond-Tv” news offer: The Digital Teletext service Quality News for All: Tv and beyond

Brussels, 17 March 2005

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Rai “Beyond-Tv” news offer:

Rai News 24 digital interactive channelQuality News for All: Tv and beyond

Brussels, 17 March 2005

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Rai “Beyond-Tv” news offer: Rai.it Quality News for All: Tv and beyond

Brussels, 17 March 2005

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Rai “Beyond-Tv” news offer: Rai News on mobile phones Quality News for All: Tv and beyond

Brussels, 17 March 2005

Page 15

an integrated multimedia public service operator model

ConclusionsQuality News for All: Tv and beyond

Brussels, 17 March 2005

The challenge from the new scenario

can be turned into a great opportunity

through

in which

Brand strength

and

Accountability

are the most important assets

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Digital ageAnalogue age

The greatest success for Rai in the digital age will be reached when… Quality News for All: Tv and beyond

Brussels, 17 March 2005

“L’ha detto la televisione”

(Tv said it!)

“L’ha dettola Rai”

(Rai said it!)

… people common quotes

about accountable news will change

from… to…