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Defining Broadcasting Servicesin Times of Media Convergencein Times of Media Convergence

Dr. Klaus Illgner-FehnsManaging Director

The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.Illgner

Dimensions of Media Consumption today

User Generated ContentAdvertisement PlatformsDigital CinemaOnline

EPG

Internet

IPTVIT networks

Pay TVPodCast BlueRay

Games InteractiveServices

PublicValue

Download

Triple PlayOn Demand

Timeshift

Triple PlayOn Demand

SocialCommunity


Categories of CE-devices for media consumptionExamples from a consumer perspectiveExamples from a consumer perspective

RadioMobile phones

TV-Set

Set top boxRadio

gamel

mp3-Player

consoles

Homestereo

Digital camera HomeMediaCenter

CD/DVD Plnavigation

stereo


… and many moreCD/DVD-Player Computerg

devices

Categories consist of multiple classes from Budget Premiumg

Differentiation via feature sets (check-box)Media (not broadcast) is a core feature


Media (not broadcast) is a core feature

Boundaries between device categories blur

Diversity of devices will increase rather than decrease


Device selection depends on usage context – and design(!)

Example for „Convergence Devices“: TV-Sets

Broadcast Internet DVD/BD Mediathek Games Home Media Communication HomeControl


Digitale Distribution Links for Media in Europe

B db d ( ) bl

Telecommunicationsfixed networks ADSLISDN VDSL

Digital TV Next FTTH?

Broadband (coax) cable Analog TV

Satellite Analog TV Digital TV(DVB-S)

Digital TV(DVB-C) Generation

(DVB-C2)(DVB-S2)(DVB-SH)

WLAN WIMAXHotspotBluetooth

( ) ( )

GSM BroadcastTelecommunications M bil t k LTE

Terrestrial Analog TV (PAL)

Digital TV(DVB-T)

Mobile TV(DMB,

DVB-H)

Next Generation(DVB-T2)

UMTSGSM

ModeMobile networks LTE

Analog Radio(MW, FM)

1930 1940 1950 20001960 1970 1980 1990 2010

Digital Radio(DAB)

)

Multimedia Radio(DAB+ / DMB-Radio)


1930 1940 1950 20001960 1970 1980 1990 2010

Networks evolve towards „general purpose“ networksAll services over ONE network: telephone Internet and broadcast (TriplePlay)All services over ONE network: telephone, Internet and broadcast (TriplePlay)

Net ork operator becomes the ser ice pro ider hoNetwork operator becomes the service provider, who:• controlls all services offered• has the direct relationship to the customer• delivers service over owned managed networks


• delivers service over owned managed networks

Mobile Networks as Universal Network?Evolved from voice to a data network

Bandwidth grew rapidly (from GPRS to LTE)• Today up to 14.4 Mbps

data flat rate established in the market• „free“ Internet access

Media offers over mobile• iPhone Radio and TV Apps

on demand media streaming

… there is much more to considerthan just technology!

• on demand media streaming

Mass distribution of media B d li ff d b T M bil


• Bundesliga offered by T-Mobile

Fixed-Mobile Convergence of MediaWill b l t d b tili i th di it l di id d “Will be accelerated by utilizing the „digital dividende“


Traditional Broadcast Services:self evident and simple

Radio and TV is more than AV:dditi l i f ti• additional information

• complementing services

One outlet to the network:Consumer does not care about a particular network

Dedicated device for broadcast servicesVery(!) simple usage

Reliable High technical AV quality

At h d th


At home and on the move

Services are offered linear and non-linear

Live program will continue to play an important role, … but non-linear offers complement the service portfolio the customer will be reached over all distribution means


… the customer will be reached over all distribution means

Media shapes the Internet>> 50% of data traffic in network originates from mediag


CE-Manufacturers eye new business opportunities y pp• CE is the driver, independent of broadcast• CE-industry follows similar concepts – but with proprietary technical approaches

NetTVWidgets


Apple and Google are entering the TV-market

TV ads TV search Personalization?

itunes media portal Exclusive content contracts


Broadcasters face more and more toll stationsBroadcasters face more and more toll stations

platform network CEsoftware sales poperator provider industry

Examples

manufacturer platforms


Hybrid-TV – a new Paradigm seamlessly tying linear and non linear services togetherand non-linear services together

Broadcastti

Internet-Servicescorporation Services

Seamlessly tying

Broadcastservices

both worlds-- without any gateways Online

Services

Portale / Gateways


First Application Scenario (ARD)

• Intuitive branching from linear program to non-linear program elements


g p g p g• maintain homogeneous brand and seamless experience

Consequences for Broadcast License Fees?

purely broadcastrelated devices

New “broadcast receiving devices” (NEGs)

No clear device classesInternet & mediaare commonalities

8.RÄndStV ?


Broadcast License Fee

ConclusionsDevice heterogeneity increases

AV-media becomes a commodity feature

Boundaries between linear and non-linear service blurBroadcast services are much more than just AV-media

The national broadcast market gets competition from global companies portals & search rather than program lists portals & search rather than program lists service offerings combine media, communities, communications loss of ownership of screen

For broadcasters strong brands become vital requires attractive and competitive services in the market


q p

Th k f tt ti !Thank you for your attention!

D Kl Ill F hDr.Klaus Illgner-FehnsManaging Director

I tit t fü R df kt h ikInstitut für RundfunktechnikFloriansmühlstraße 6080939 München

Tel. +49-(0)89-32399-0Fax +49-(0)89-32399-351E-Mail: [email protected] All rights reserved. All text, images, graphics and charts are protected by

copyright. Reproduction or use of the content is not permitted without the t f th th Pl t th t f th h t t i l


express consent of the author. Please not that some of the photo material used in the presentation is subjected to third-party-copyright.

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