Broadband and Digital Terrestrial Television : opportunities , challenges and initiatives .

Broadband and Digital Terrestrial Television:

opportunities, challenges and initiatives.

OBS* International Conference«Broadband Media: Changing times, changing media»

Dr. Roberto Suárez CandelPompeu Fabra University

Lisboa, November 23th 2009

Hybrid Broadcast BroadbandA SWOT analysis

Dr. Roberto Suárez – Hybrid Broadcast Broadband. A SWOT analysis.

Content

1. DTT and Broadband – Current scenarios

2. What is Hybrid Broadcast Broadband?

3. State of the art

4. SWOT analysis

5. Final remarks

Switch-over across Europe: asymmetric and asynchronous.

Completed

2009- 2010

2011 – 2012

2013 - 2015

Market restructuring – PayTv – Mobile

Migration towards High Definition (HD)

Internet strategies

Competition among platformsContentsServicesPrice

Television does not dodge the Global Crisis.

Globalization – Infrastructures & services

Source: F. Kozamernik, EBU Technical, 2009.

Source: European Competitive Telecommunications Association (ECTA), 2009.

On demand content – Video viewing

USA, March 2009: 14.5 billion videos (+11% previous month).

BBC iPlayer: from XII/08 to XII/09 served 180 million videos / France2: 50.000 per day

USA: 14.5 million viewers are considering buying an Tv set with connectivity.

Forecast: 2011 20 million TV sets with wifi connectivity / 2013 277 mil.

Youtube 40.8% of user generated content

Other online video viewing experiences: HULU, ZATOO, JOOST, AppleTV + broadcasters.

Source: Digitag Newsletter, August 2009.

Source: Screen Digest

Mobile – Multidevice access

Broadband subscriptions

Source: J. Doeven, CSTB 2009.

Web 2.0 & Social Networking

HybridBroadcast Broadband

What’s next?

Television + Internet?

“It is the convergence between broadcast and Internet content for a coherent experience.”

Source: DIGITAG, August 2009

“ for a enriched viewing experience.”Source: L. Vermaele, EBU Technical director, 2009

Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert

Source: HbbTV.org

Hybrid receiverDVB tuner + broadband connectivity

Hybrid ContentBroadcast + broadband = programme unit

Hybrid servicesMainstream broadcast + broadcast related/independent services over IP

• Catch-up TV• Archive

Broadcast Content

• Extra content• Subtitles / Services for impaired• Interactive Applications / Widgets

Related to Broadcast

• Interactive Applications / WidgetsUnrelated Services

• Interactive Applications / Widgets• Content Portals• Internet access

3rd Parties Services

It is NOT:

Internet Television

Internet on the TV screen*

… but these experiences can be helpful.

3. State of the art

Broadcasters have developed internet strategies in order to …

… generate new windows for their content and new revenues.

… recover / have access to certain groups of audience.

… manage their brand and face up competition from other content providers.

3. State of the art

Broadcasters have developed internet strategies.

CE Manufacturers have taken the initiative regarding IP connectivity.

Philips Net TV [video]

Samsung Internet@TV

Panasonic Vieracast

Apple Apple TV

3. State of the art

They become new gatekeepers by means of achieving alliances with content providers and offering “walled gardens”.

3. State of the art

The market needs horizontal standards that guarantee interoperability.

3. State of the art

Audio / Video codecs

Interactivity middleware / browser / OS

Digital Rights Management (DRM)

Connectivity with other devices (Home Network)

Content delivery protocols / coordination between broadcast and broadband

3. State of the art

BBC Canvas Project (UK)

Cross Industry Consortium HbbTV (FR + GE)

EBU – DVB HBB - MHP

Yahoo Widgets

3. State of the art

Broadcasters

Content Providers

Rights Holders

CE Manufacturers

Internet Developers

Regulators

Content Producers

Standardization Bodies

Telecomms

4. SWOT Analysis

STRENGHTS

HBB 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

4. SWOT Analysis

STRENGHTS

Devices are already available at the market

DTT viewing is increasing (users / time)

DTT offers a higher / wider audience than internet

Previous experiences like BBC i Player have been very successful

On demand services are growing

4. SWOT Analysis

STRENGHTS

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

4. SWOT Analysis

WEAKNESSES

There 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 terminal device + broadband connectivity cost + more gatekeepers between broadcasters and users

4. SWOT Analysis

WEAKNESSES

IPTV and Cable operators are strong alternatives.

Investments in new content / services are needed but the business model is not clear.

DTT is strongly linked to FTA offers.

DTT switch-over in Europe is fragmented, so a common market will not be an immediate reality.

Interactivity has never been a safe value.

4. SWOT Analysis

WEAKNESSES

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

Youtube is the leader provider for video online (UGC + professional).

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

4. SWOT Analysis

OPPORTUNITIES Using IP transmission might allow to free more

spectrum + combination of both more channels, HD, other services.

New interactivity options for DTT / SAT new revenues + creativity/producing opportunities

Linear television is enhanced more added value more viewers /consumption + business models

4. SWOT Analysis

OPPORTUNITIES Recovering the lost audience / creating new

targets

New audience behaviour tracking options

An option for reducing digital divide and consolidating the Information Society

Personalisation / Customization + Localization new services, opportunities for advertising + better fulfillment of PSB remit

4. SWOT Analysis

OPPORTUNITIES Social networking interest communities,

recommendations, most viewed (push VoD)

Better service for handicaped people

New windows for 3rd parties contents / services

4. SWOT Analysis

THREATS

Legacy hardware / software solutions can fragment the market and create vicious circles that lead to failure.

Content providers circumvent broadcasters (agreements with CE manufacturers)

Linear programming loses audience impact on advertising.

4. SWOT Analysis

THREATS

CE manufacturers control the access to the audience.

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

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

Costs rising due to an excess on data transferring

4. SWOT Analysis

THREATS

New DRM issues

New window for illegal content

Viruses

3rd parties competition degradation of the brand of the broadcaster + loss of market weight (value)

High costs for viewers

4. SWOT Analysis

THREATS

Inferior added value in front of cable / IPTV

Advertising migrates to IP (personalization + localization) linear programming loses value

Extra costs for IP data analytics

Low political profile Is public interest under threat?

5. Final remarks

It is a very attractive opportunity to enhance the television viewing experience BUT …

Do people really need it?

Who? How many?

Is it economically viable?

5. Final remarks

It is a chance for DTT to improve its value offer as well as its position within the television market BUT …

Aren’t the threats too many / too strong?

Is it possible to ignore HBB? Then, what?

5. Final remarks

Which is the right way?

Open internet access / Walled garden?

FTA / Pay / Killer content, service, application … Business model?

5. Final remarks

Like in previous cases …

Technical standardization is mandatory … ASAP!!

Legacy options are attractive in the beginning, but their growth is limited.

5. Final remarks

It is not “just” about migrating the web to the television screen. It is about a “coherent/enhanced” tv viewing experience.

Is it the definitive chance for interactivity?

What about Public Service?

5. Final remarks

Terrestrial Broadcasters need to act early and fast. Otherwise, they will be quickly overcome by other/new

market players.

No action will certainly imply losing their privileged position within the

television ecosystem.

Thank You!

Dr. Roberto Suárez CandelDepartment of CommunicationPompeu Fabra UniversityBarcelona – Spain

roberto.suarez@upf.eduwww.robertosuarez.es

Broadband and Digital Terrestrial Television : opportunities , challenges and initiatives .

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