hybrid television opportunities and challenges for public broadcasters to improve their service to...

Hybrid TelevisionHybrid TelevisionOpportunities and Challenges forOpportunities and Challenges for

Public Broadcasters to improve their Public Broadcasters to improve their service to the citizenship.service to the citizenship.

Dr. Roberto Suárez CandelDr. Roberto Suárez CandelMarie Curie Research FellowMarie Curie Research Fellow

IAMCR 2010 ConferenceIAMCR 2010 ConferenceBraga, July 18Braga, July 18thth-21-21stst, 2010, 2010

IAMCR 2010 - Dr. Roberto Suárez Candel 11

Hybrid Television: Opportunities and Hybrid Television: Opportunities and challenges for Public Broadcasterschallenges for Public Broadcasters

Post-doctoral Research ProjectPost-doctoral Research Projectfunded by the Marie Curie Intra-European Actionfunded by the Marie Curie Intra-European Action

PSB PSB - Digital- DigitalRedefining and repositioning Public Redefining and repositioning Public Service Broadcasting in the digital Service Broadcasting in the digital

and multiplatform scenario.and multiplatform scenario.

www.psb-digital.euwww.psb-digital.eu



» OutlineOutline

Context – Transformation Context – Transformation processesprocesses

What is Hybrid TV?What is Hybrid TV?

State of the artState of the art

SWOT analysisSWOT analysis

Empowering participationEmpowering participation



» Context – Transformation processesContext – Transformation processes

Switch-over across Europe: asymmetric and Switch-over across Europe: asymmetric and asynchronous.asynchronous.

Flat Screens – High Definition (HD)Flat Screens – High Definition (HD)

3 Dimensions TV (3D)3 Dimensions TV (3D)

Online strategies: Webcasting – Web 2.0Online strategies: Webcasting – Web 2.0

Transmission: MPEG-2 Transmission: MPEG-2 MPEG-4 MPEG-4DVB-T DVB-T DVB-T2 DVB-T2




Broadband penetration grows Broadband penetration grows migration to migration to mobile mobile smart phones / tablets smart phones / tablets

Multiple screens: audience fragmentation & Multiple screens: audience fragmentation & segmentation.segmentation.

Online on-demand video is the king of the netOnline on-demand video is the king of the net

Economic crisisEconomic crisis




Anything – Anywhere - AnytimeAnything – Anywhere - Anytime

NEW PARADIGMNEW PARADIGM

Personalization + CustomizationPersonalization + Customization



» What is Hybrid TV?What is Hybrid TV?

http://www.youtube.com/watch?v=9vVzePjkiRc




““It is the convergence between broadcast It is the convergence between broadcast and Internet content for a coherent and Internet content for a coherent experience.”experience.”

““...for a enriched viewing experience.”...for a enriched viewing experience.”Source: L. Vermaele, EBU Technical director, 2009

Source: DIGITAG, August 2009




Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert




Source: HbbTV.org




It is NOT:It is NOT: Internet Television (webcasting)Internet Television (webcasting)

IPTVIPTV

Internet on the TV screenInternet on the TV screen

… … but these experiences can be helpful.but these experiences can be helpful.



» State of the artState of the art

CE Manufacturers have taken the CE Manufacturers have taken the initiative regarding IP connectivity.initiative regarding IP connectivity.

Philips Philips Net TV Net TV Samsung Samsung Internet@TV Internet@TV Panasonic Panasonic Vieracast Vieracast




The market needs horizontal standards The market needs horizontal standards that guarantee interoperabilitythat guarantee interoperability

BBC BBC Canvas Project (UK) Canvas Project (UK)

Cross Industry Consortium Cross Industry Consortium HbbTV HbbTV (FR + GE)(FR + GE)



» SWOT analysis - SWOT analysis - STRENGTHSSTRENGTHS

Technical specifications are built on current standardsTechnical specifications are built on current standards no new developments + backwards compatibilityno new developments + backwards compatibility

No investment in transmission infrastructureNo investment in transmission infrastructure

Broadband penetration / speed is growingBroadband penetration / speed is growing

Popularisation of WIFIPopularisation of WIFI

Home networking creates a positive environmentHome networking creates a positive environment

Devices are already available at the marketDevices are already available at the market



» SWOT analysis - SWOT analysis - STRENGTHSSTRENGTHS

Previous experiences like BBC iPlayer or smart phones Previous experiences like BBC iPlayer or smart phones Apps have been very successfulApps have been very successful

Online on-demand services are growingOnline on-demand services are growing Main Tv set is still the primary access point for video Main Tv set is still the primary access point for video

contentcontent Some users already connect their Pc’s with their Tv Some users already connect their Pc’s with their Tv

setssets Users prefer professional content instead of UGCUsers prefer professional content instead of UGC Low political profileLow political profile



» SWOT analysis - SWOT analysis - WEAKNESSESWEAKNESSES

ManyMany players involved players involved agreement on standards agreement on standards becomes more difficultbecomes more difficult

Individual initiatives based on legacy solutions have Individual initiatives based on legacy solutions have been launched been launched fragmentation due to lack of fragmentation due to lack of interoperability interoperability confusion confusion

User incorporation depends on having a hybrid device User incorporation depends on having a hybrid device + broadband connectivity + broadband connectivity cost cost

IPTV and Cable operators are strong alternatives.IPTV and Cable operators are strong alternatives.

Investment in new content / services is needed but Investment in new content / services is needed but the business model is not clear yet.the business model is not clear yet.



» SWOT analysis - SWOT analysis - WEAKNESSESWEAKNESSES

Interactivity has never been a safe value.Interactivity has never been a safe value. Online content needs to go HD, otherwise lack of Online content needs to go HD, otherwise lack of

quality.quality. ““Lean-back” attitude is still strong in front of Lean-back” attitude is still strong in front of

televisiontelevision.



» SWOT analysis - SWOT analysis - OPPORTUNITIESOPPORTUNITIES

Making spectrum available for other servicesMaking spectrum available for other services

Linear television is enhanced Linear television is enhanced more added value more added value more viewers /consumption more viewers /consumption new business models new business models and revenuesand revenues

New interactivity options for DTT / SATNew interactivity options for DTT / SAT Social networking Social networking interest communities, interest communities,

recommendations, most viewed (push VoD)recommendations, most viewed (push VoD) Recovering the lost audience / creating new targetsRecovering the lost audience / creating new targets New audience behaviour tracking optionsNew audience behaviour tracking options



» SWOT analysis - SWOT analysis - OPPORTUNITIESOPPORTUNITIES

Personalisation / Customization + Localization Personalisation / Customization + Localization new new services, opportunities for advertising services, opportunities for advertising improvement of viewer’s loyaltyimprovement of viewer’s loyalty

An option for reducing digital divide and consolidating An option for reducing digital divide and consolidating the Information Societythe Information Society

Better service for handicaped peopleBetter service for handicaped people

New windows for 3rd parties contents / servicesNew windows for 3rd parties contents / services Better fulfilment of Public Service remit?Better fulfilment of Public Service remit?



» SWOT analysis - SWOT analysis - THREATSTHREATS

CE manufacturers control the access to the audience.CE manufacturers control the access to the audience.

Content providers circumvent broadcasters Content providers circumvent broadcasters (agreements with CE manufacturers)(agreements with CE manufacturers)

Broadcasters lose control over the screen due to non Broadcasters lose control over the screen due to non related content / servicesrelated content / services

Linear programming loses visibility + audience Linear programming loses visibility + audience fragmentation fragmentation degradation of the brand + impact degradation of the brand + impact on advertising.on advertising.

Network saturation due to flash-crowds (live events) Network saturation due to flash-crowds (live events) or too fast growth or too fast growth collapse / quality collapse / quality



» SWOT analysis - SWOT analysis - THREATSTHREATS

Costs rising due to an excess on data transferringCosts rising due to an excess on data transferring

New DRM issues - New window for illegal contentNew DRM issues - New window for illegal content

VirusesViruses

Low political profile Low political profile Is public interest under threat? Is public interest under threat?



» Empowering participationEmpowering participation

How can Hybrid TV be used by How can Hybrid TV be used by Public Service Broadcasting in Public Service Broadcasting in

order to improve the order to improve the engagement of its engagement of its

audience(s)?audience(s)?




Online Social NetworkingOnline Social Networking VotingVoting

I likeI like

RecommendRecommend

FavouritesFavourites

Share Share

CommentComment

ForumsForums

AlertsAlerts

Own solutions / external platforms?Own solutions / external platforms?A new public sphere?A new public sphere?Assessing Public Service?Assessing Public Service?Learning from the audience?Learning from the audience?




Online Social NetworkingOnline Social Networking

e-Administratione-Administration Adapt online servicesAdapt online services

Consolidation of Info. Soc.Consolidation of Info. Soc.


Thank You!Thank You!

hybrid television opportunities and challenges for public broadcasters to improve their service to...

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