nordic psb conference, workshop (distribution) introduction copenhagen 9.2.2007 ismo silvo yle
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PSB content anywhere at anytime! Do We have the Guts to Enter the Proper On-demand World? Or Are We Satisfied to Be in Its Periphery?. Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007 Ismo Silvo YLE. - PowerPoint PPT PresentationTRANSCRIPT
PSB content anywhere at anytime!
Do We have the Guts to Enter the Proper On-demand World?
Or Are We Satisfied to Be in Its Periphery?
Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007
Ismo SilvoYLE
2
Social platforms• Netscape, YouTube, MySpace
On-demand platforms and tools enable new services:towards enhanced social networking and virtual worlds
Search engines• Yahoo!, MSN Search,
Browsers• Firefox, Explorer, Opera
Communication tools• E-mail, Skype; P2P
WWW
Proprietary-platforms• AOL; IPTV
Newenlargingusesand applications
IT-networks
Web-TV• Joost
Virtual worlds (?)• Second Life
3
New business models in the internet are developed portals
1.Generation”Traditional” portals
2. GenerationSearch machines
3. GenerationCommunities
X. GenerationVirtual worlds
Examples NetscapeIPTV
Yahoo!Google
FlikrMySpace / YouTubeSkypeTV
GoogleEarthSecond Life
Services to the end user
Links and structuration
User´s enhanced capacity to find existing contents
Users´s capacity to produce and structure content self
Continuation of real life in virtual worlds
Earning Market placeBannersTraffic
Search based – targeted advertising
User profiled advertising
Same earning models as in the real worlds
Content generation
Content managed and structured by the portal owners
Content profiled and structured by searches
Content profiled, produced and structured by users
4
Media services and social networking services grow strongly in the internet
10,0 10,3
2006 2012
News services TV viewing On-demand video
Radio listening Recordings
GamesSearch services and classification
Youtube and other videosharing services
0,8
14,0
2006 2012
1,1
13,5
2006 2012
1,5
5,5
2006 2012
1,4
6,7
2006 2012
1,33,1
2006 2012
17,2
22,7
2006 2012
3,3
8,2
2006 2012Social networking (e.g. IRC)
7,1
14,0
2006 2012
Internet usage per service type (1)
1. Excl e-mail and ”other internet use”Sources: TNSMetrix , IRC-Galleria, Finnish Statitical Centre, NAG
Chat
3,05,3
2006 2012
5
Use of traditional media content increases most in internet
25 %
18 %
18 %
28 %
11 %Traditional media
Social networking (inc. Youtube)
E-mail and chat
Search portals and encyclopedias
Other internet
38 %
20 %
14 %
20 %
8 %Other internet
Trad. media
Social networking (inc. Youtube)
E-mail and chat
2006
How internet users (1) use internet services, 100% = 69
min / day
2012
How internet users (1) use internet services, 100% = 120 min / day
1. Internet users = 65% of Finns, 2006,Sources: TNSMetrix, IRC-Galleria, Finnish Statistical Centre, NAG
Search portals and encyclopedias
6
Observations
About 75% of Finnish internet use is international service sites (e.g. Google.fi), dominance of the international
The young use increasingly internet and TV simultaneously Among young men the internet is the most favoured medium -
15–24 year old men use the internet 107 min and TV 99 min / day.
The popular community site IRC-Galleria.net is the most active internet community in the world – measured by usage per day per registered member
7
Social networking services grow fastest everywhere
5 000 22 00050 000
130 000
240 000
400 000
2001 2002 2003 2004 2005 2006
Registered members of IRC-Galleria.net in Finland 2001-2006
2004 2005 2006 20070
50
100
2
131
Registered users of MySpace 2004-2006, milj.
CAGR >300%CAGR >100%
Sources: Dynamoid (IRC-Galleria), MySpace, NAG
8
User profile of social networking services grows gradually older
Registered users of IRC-Galleria.net, 2001-2006
0
10000
20000
30000
40000
12
15
20
25
30
35
40
2001
2002
2003
2004
2005
2006
Lähde: Dynamoid (IRC-Galleria), lehdistötiedotteet, NAG analyysi
age
Users
Size of the age cohort
60000
9
Future distribution Case: Global net-TV: Skype´s founders have launched a new global net-TV
”Global distribution concept of the traditional TV channels”
• HDTV quality
• Possibility to personalize channel packages and interact in a community
• Peer-to-peer technology – community of tens of millions of computers
• Advertising financed– global actor takes its share of adverts
Joost
Internat. TV-comp.
Indiv.producers
NationalTV-comp.
Entertainm.business
Globalclient
Global
clientGlobalclient
Global client
Channel packet A Channel packet B
Source: Financial Times 18.12.2006, NAG
10
On demand world consists of the converged services and of the new core-services
Communication services Media
Dealings/commerce
eBay / Auctions
3/4 -play
e-commerce / Amazon
Net-TvÖppet arkiv
YouTube
MySpace
VoIPMessengerVideo-conferenceChat
VoD
Blogs
IPTV
Public civil services
On-demand worlds core-services: uniting networking-media-dealings
On-demand worlds periphery
Traditional media on internet
11
L-curve: occurs in global and local services of all scales
0
10
20
30
40
1. 20. 40. 60. 80. 100.
Specialized blogs, readers per day per blog, in order of popularity (1.)
1. Categories: Arts, Automobiles, Health, Finance, Food & Drinks, Pets, Religion, TravelSources: Youtube, Blog Top Sites, NAG
1. 500 000. 1 milj.
Viewing in YouTube,milj.viewers per title
Milj 1 000´s
0
10
20
30
40
12
In the on-demand world the role of premium content is overwhelming
Top 1%
30% of use
- 75% value
Rest 99%
70% use
- value is low
Disappearance of national markets
Possibility to chose ”borderlessly” leads to the dominance of prime content
Financial importance of prime content grows
L-curve of the demand
Value
Use
Challenge and the question
14
Challenge of tomorrows distribution, and a question:
In the on-demand world media and community services converge. Global players increase their access to an individual global client.
PSB companies have seemingly good possibilities and strengths to meet this challenge: attractive content, a good trusted brand.
But do we have a determined will to enter into the core-area of the on-demand world?
Or are we satisfied to stay on the edges of it? Do we properly understand the service concepts and ethics of social networking sites?
YLE´s proposition: more content with the license fee.
YLE 2.0
”YLE Areena” (net-TV, net-radio, Living archive) –
16
YLE 2.0
Web 2.0: more effective communication power and more pluralistic content provision
Social Networking case LinkedIn, IRC-galleria, MSN Spaces Blogs, Vlogs (videoblogs), Slogs (”spämmblogs”) Tagging case Yahoo: social search engine Myweb 2.0 Podcasting, Vodcasting, Voicecasting, Mobilecasting, MMS
podcast RSS Video Search case YouTube User generated content
YLE: X-Stage, X3M, Living archive, News… Strong win-win-partnersips with aggregating services
(Google, Microsoft…) Strong win-win-links with user communities Integration of YLE content to these net-environments,
networking through contents Dedmands enhanced presence of the YLE content producers
in the net and in the net communities
17
The NEW YLE.FI – from support media to a genuine platform based on internet loyal user-motives
Genres
Channels
ChannelsAudio and video
contents;archives
Content areas
News
Sports
Svenska
Children
Learning
Internet
Mobile
Ne
t-T
V &
ra
dio
IPT
V
Until now
04 / 07
18
YLE AreenaOpens 04/2007
YLE Areena
Target:All YLE programmes in internet
Streaming and on-demand Living Archive Mobile and IPTV -versions YLE Shop –download sales