“l’ha detto la rai” quality news for all: tv and beyond 5 th ebu conference on public service...
TRANSCRIPT
“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
Page 12
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
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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…