the road to digital television in sweden: state of the art and methodological tools for...
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The Road to Digital Television in Sweden:
State of the art and methodological tools for comparative/evaluating studies.
Roberto Suárez Candel
Universitat Pompeu Fabra
Barcelona, Spain.15/12/2004
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
1. Introduction to the research project / thesis
2. Research in Sweden
3. Preliminar results
4. Debate
The Road to Digital Television in Sweden.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
“Digitalisation and transformation of the Television in the context of the European Union.”
Design and implementation of an analysis and evaluation protocol for the national migration plans towards the Digital Terrestrial Television (DTT).
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Digitalisation:
• Image and audio quality (DVD)
• Compression techniques better use of spectrum increase of the offer
• New contents and formats hybridation and interactivity
• New services: convergence with telecomms
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Digitalisation:• New production tools, techniques and
procedures new professional skills
• Investment in equipment / cost reduction: original, copies, user
• New distribution and commercializing possibilities: multiplatform, scope/scale economies
• Market restructuring: new players / business models
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Digitalisation:• Increase of the number of channels
increase of users’ chance to choose
• New contents and services new users’ skills required (from passive to active watching)
• Restructuring of the audience and consumption patterns evolution of programming strategies and channel branding: BROADCASTING NARROWCASTING
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Digitalisation
Television
transforms
Technology
Content Production
Market
Users / Reception
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Due to Digitalisation, Television is transformed as:
• Social Mass Media
• Economic, Cultural and Political Agent
That should be reallocated within society considering:
Convergence / Globalisation / Information Society
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
“New” research questions / topics:
• Objectives and functions of TV as a social communication media
• Role of the Public Service
• New articulations of the public sphere
• Promotion of culture and national identities
• Access to contents, to markets
• Universal service
• Etc…
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
How do Public Institutions / the State act / influence on these questions?
Legislation
Public Policy
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
Two approaching ways:
European Union
Member States
dependent / complementary / coordinated
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
Limiting the research scope:
What am I interested in?
• How Digitalisation transforms TV
Selection and interconnection of topics / theoretical background
• How the Public Power influences on this process
Dynamics between Europe and Member States
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
Starting the research:
SPAIN
Legislation
Market
Reception / users
• Approach to the technical field of DTV
• Exploration of theoretical background
EUROPE
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
“Digital Television and European Audiovisual Policy”
Analysis of the measures addressed to foster the implementation of DTV. Design of a protocol to
evaluate its situation in the Member States of the European Union.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
July 2004
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
Review of the European legislation and policies related to Digital TV (direct / indirect way)
80’s: • Content Regulation
• International broadcasting
• Legitimacy of UE
90’s: • Liberalisation of markets
• Convergence / tech. standards
• Introduction of DTV
2000 - 2003: • Regulatory Framework: from Convergence to Info Society
• Public Service, universal access and protection of consumers
• Business models and competition
• Infrastructures: interconnection and interoperability
• Household equipment: compatibility and connectivity
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
Review of the European legislation and policies related to Digital TV (direct / indirect way)
• WTO GATS negotiations
• European Enlargement
• International cooperation
• Council of Europe
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
Review of the European legislation and policies related to Digital TV (direct / indirect way)
Identification of a Strategic Plan for the implementation of DTV within the EU
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
RESULTS:
• Regulation
• Politics & Institutions
• Business & Industry
• Users
4 frameworks
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
RESULTS:
EU’s Strategic Plan for DTV
EU’s evaluation policy
• Regulation
• Politics & Institutions
• Business & Industry
• Users
European Union
Member States
EVALUATION PROTOCOL
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
pre-Thesis dissertation:
RESULTS:
EVALUATION PROTOCOL
EU
Member State
Member State
Coordination
Transposition
Comparison
Methodological Tool
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
“Digitalisation and transformation of the Television in the context of the European Union.”
Design and implementation of an analysis and evaluation protocol for the national migration plans towards the Digital Terrestrial Television (DTT).
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
Thesis Structure:
I. Digitalisation and Television
II. Digital Television in the EU
III. Evaluation protocol for the implementation of DTT in the Members States of EU
IV. Comparative study cases: Sweden & Spain
V. Conclusions
in progress
done
to review
in progress
to do
1. Introduction to the research project / thesis.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
1. Introduction to the research project / thesis.
Focus on Digital Terrestrial Television (DTT)
• It’s the natural evolution of the European Public Broadcasting Systems.
• Each Member State is developing its own migration plan.
• It will force users to change their way of watching TV.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
2. Research in Sweden.
Period: August – December 2004
Objectives:
Implementation of the protocol
Gathering documents
Interviewing Authorities / Players
DRAW A MAP OF THE ROLL OUT OF DTT IN SWEDEN
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
2. Research in Sweden.
Why Sweden?
• With UK, Spain and Finland, it’s been one of the first MS in the EU to deploy DTT.
• The process has been driven by public authorities and PBS.
• Wide Digital TV environment: Cable / Sat / DTT.
• Particular characteristics of Sweden.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
2. Research in Sweden.
• Institutionen för Journalistik, Medier och Kommunication (JMK), Stockholms Universitet
• Radio och Television Verket
• Digital Television Kommissionen
Advisors:
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
2. Research in Sweden.
• Public Broadcaster: SVT
• Commercial Broadcasters: CanalDigital, Viasat, UPC, Comhem, Boxer.
• Nordicom
• Nordig
• Kulturdepartamentet / Sveriges Riksdag
• Teracom
Sources of Information:
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTV in Sweden:
TV reception
38%
20%
42%
Terrestrial
Satellite
Cable
Aprox. 4.2 million of households
11 million of Tv sets
DTV penetration
27%
73% Digital TV
Analogue TV
Source: Pelle Merberg, Teracom
DTV penetration
73%
4%16%
7%Analogue TV
DTV Cable
DTV Sat.
DTV Terres.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTV in Sweden:
Aprox. 4.2 million of households
11 million of Tv sets
TV reception
38%
20%
42%
Terrestrial
Satellite
Cable
(270.000)
(650.000)(180.000)
Source: Pelle Merberg, Teracom
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTV in Sweden:
0 5 10 15 20 25 30 35
Digital tv-mottagning
Digital -tv-mottagning Kopplat in returkanal någon gång Kopplat in returkanal igår
November 2004
31.5%
2.7%0.2%
31.5%
2.9% 0.1%
OKT2004
NOV2004
Source: MMS
0 5 10 15 20 25 30
Digital tv-mottagning
Digital -tv-mottagning Kopplat in returkanal någon gång Kopplat in returkanal igår
April 2004
28.1%
3.8%0.2%
30.3%
3.3% 0.2%
MARS2004
APRIL2004
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTV in Sweden:
Wide Offer
Cable Satellite Terrestrial
29 Kr/m
29 Kr/m
99 Kr/m
189 Kr/m
159 Kr/m
270 Kr/m
261 Kr/m
225 Kr/m
SP
AI
N
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTT in Sweden:
• 1997 Parliament decides the introduction of DTT.
• 1999-2000 gradual introduction (5 areas)
• 2001 Budget Bill Coverage 98%
• 4 licensing procedures
• 5 Multiplex
• Evaluation reports from DTV Committees (SOU)
• Migration Plan + 1st regional switchover
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Situation of DTT in Sweden:Source: Pelle Merberg, Teracom
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
• Regulation
• Politics & Institutions
• Business & Industry
• Users
4 frameworks
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION
• How does the Legislation configure the media market?
• Are its scope and definitions flexible and wide enough?
• Is the legislation ready to face the convergence process?
• How has the European normative been transposed?
• How has Sweden developed the European policies?
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION1. Definition of the broadcasting system
2. Fundamentals for the broadcasting service
3. Legal treatment for pay-tv services
4. Legal treatment for audiovisual content and services
5. Competition and pluralism
6. Transposition of EU’s normative
7. Development of EU’s normative
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION
Radio och Television Act (1996:844)
Needs to be amended to include new services and to develop DTV.
Different treatment of content by broadcasting supports conflicts
Complemented by special conditions in licenses
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION
• Protected schedules / content Who is responsible for?
• Promotion of national / European content
• Advertisement limitations / new techniques
• No special measures for pay-tv / no control of retail fees
• No special measures for ownership
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION
Transposition of EU’s directives: Without problems
D 95/47 CE TV signal standards 1998:32
D 2002 (Com. Elec.) 2003:389
Sweden has proposed an amendment to the D 89/552 TWF Allocation of companies.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
I. REGULATION
Development of legislation / policies:
Radio och Television Verket
1998:01 Transmission Standards
1998:02 Receivers sets
1998:03 Conditional Access for DTV
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
II. POLITICS - INSTITUTIONS
Role of the Government and other public institutions over the implementation process of DTT
Functions of the several institutions and coordination between them
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
II. POLITICS - INSTITUTIONS
1. Legislation: designing and passing
2. Law implementation
3. Broadcasting licenses and authorisations
4. Market competition and pluralism control
5. Industrial and technological policies
6. Analogue-digital migration process
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
II. POLITICS - INSTITUTIONS
Government Parliament
DTV Committees
DTV Commission
Kulturdepartamentet
Radio & Tv Verket
Broadcasting Commission Konsument Verket
KonkurrensVerketPost&Telestyrelsen
Chancellor of Justice
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
III. Business – Industry
1. Migration Plan
2. Infrastructures Plan
3. Domestic Equipment
4. Content and services offer
5. Plan for content industry support
6. Plan against piracy
7. International cooperation
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
III. Business – Industry
2003 2004 2005 20072006 2008
DDT bill on switchover 2002/03:72
Parliament Decission: DTT Network 99’8%
MUX 1 till 98%
Information campaign 1st switchover
National Switchover
Local / National Info Campaing
1st Switchover Q3-Q4 2005: Gotland, Gävle, Motala/Linköping
X
Switchover completed
MIGRATION PLAN
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
III. Business – Industry Source: Pelle Merberg, Teracom
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
III. Business – Industry • Cost of increasing the DTT coverage till 99,8% financing
• Benefits of a short migration plan
• Must carry conditions political debate / redefinition / copyright
• Support to MHP Nordig | Migration plans others APIs??
• Public Fee redefinition
• International Cooperation: Nordic countries, EPRA, NRAs
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
IV. Users
1. Segmentation of population depending on attitudes
2. Education and information
3. Expenditure to be afforded by the users
4. Migration plans carried put by commercial op.
5. Cultural variables
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
IV. Users
• DTV Commission Attitudes study + Info Campaign
• Expenditure market strategies, no incentive plans
• Positive attitude towards DTV but still weak to interactivity
• Good results in Information Society indicators
• But it’s necessary to go in deep this framework
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
3. Preliminar Results.
Implementation of the Evaluation Protocol
• The protocol should be amended in several points.
• Questionnaires to DTV broadcasters
• Useful as methodological and comparative tool
• Interesting comparative results with Spain
• Sweden has really perspectives to be successful in the migration towards DTV.
Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.
The Road to Digital Television in Sweden.
4. Debate
Current affairs:
• Combobox by CanalDigital
• Must carry debate
• Implication of Public Broadcaster
• Public Fees
The Road to Digital Television in Sweden.
Tack så mycket!
Roberto Suárez Candel
Universitat Pompeu Fabra
Barcelona, Spain.