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

Hybrid TelevisionOpportunities and Challenges for

Public Broadcasters to improve theirservice to the citizenship.

Dr. Roberto Suárez CandelMarie Curie Research Fellow

IAMCR 2010 ConferenceBraga, July 18th-21st, 2010

IAMCR 2010 - Dr. Roberto Suárez Candel1

Hybrid Television: Opportunities and challenges for Public Broadcasters

PSB - DigitalRedefining and repositioning PublicService Broadcasting in the digital

and multiplatform scenario.

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

www.psb-digital.eu



» Outline

Context – Transformation processes

What is Hybrid TV?

State of the art

SWOT analysis

Empowering participation



» Context – Transformation processes

Switch-over across Europe: asymmetric and asynchronous.

Flat Screens – High Definition (HD)

3 Dimensions TV (3D)

Online strategies: Webcasting – Web 2.0

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




Broadband penetration growsmigration tomobile smart phones / tablets

Multiple screens: audience fragmentation & segmentation.

Online on-demand video is the king of the net

Economic crisis




Anything – Anywhere - Anytime

NEW PARADIGM

Personalization + Customization



» What is Hybrid TV?

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




“It is the convergence between broadcastand Internet content for a coherentexperience.”

“...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:

Internet Television (webcasting)

IPTV

Internet on the TV screen

… but these experiences can be helpful.



» State of the art

CE Manufacturers have taken theinitiative regarding IP connectivity.

Philips Net TV

Samsung Internet@TV

Panasonic Vieracast



» State of the art

The market needs horizontal standardsthat guarantee interoperability

BBC Canvas Project (UK)

Cross Industry Consortium HbbTV (FR + GE)



» State of the art



» SWOT analysis - STRENGTHS

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

No investment in transmission infrastructure

Broadband penetration / speed is growing

Popularisation of WIFI

Home networking creates a positive environment

Devices are already available at the market



» SWOT analysis - STRENGTHS

Previous experiences like BBC iPlayer or smart phonesApps have been very successful

Online on-demand services are growing

Main Tv set is still the primary access point for video content

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

Users prefer professional content instead of UGC

Low political profile



» SWOT analysis - WEAKNESSES

Many players involved agreement on standards becomes more difficult

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

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

IPTV and Cable operators are strong alternatives.

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



» SWOT analysis - WEAKNESSES

Interactivity has never been a safe value.

Online content needs to go HD, otherwise lack of quality.

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



» SWOT analysis - OPPORTUNITIES

Making spectrum available for other services

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

New interactivity options for DTT / SAT

Social networking interest communities, recommendations, most viewed (push VoD)

Recovering the lost audience / creating new targets

New audience behaviour tracking options



» SWOT analysis - OPPORTUNITIES

Personalisation / Customization + Localization new services, opportunities for advertising improvementof viewer’s loyalty

An option for reducing digital divide and consolidatingthe Information Society

Better service for handicaped people

New windows for 3rd parties contents / services

Better fulfilment of Public Service remit?



» SWOT analysis - THREATS

CE manufacturers control the access to the audience.

Content providers circumvent broadcasters (agreements with CE manufacturers)

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

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

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



» SWOT analysis - THREATS

Costs rising due to an excess on data transferring

New DRM issues - New window for illegal content

Viruses

Low political profile Is public interest under threat?



» Empowering participation

How can Hybrid TV be usedby Public Service Broadcasting

in order to improve theengagement of its

audience(s)?




Online Social Networking

Voting

I like

Recommend

Favourites

Share

Comment

Forums

Alerts

Own solutions / external platforms?





Voting

I like

Recommend

Favourites

Share

Comment

Forums

Alerts

A new public sphere?





Voting

I like

Recommend

Favourites

Share

Comment

Forums

Alerts

Assessing Public Service?





Voting

I like

Recommend

Favourites

Share

Comment

Forums

Alerts

Learning from the audience?





e-Administration

Adapt online services

Consolidation of Info. Soc.


Thank You!

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