Defining Broadcasting Services in Times of Media ... · Defining Broadcasting Services in Times of...
Transcript of Defining Broadcasting Services in Times of Media ... · Defining Broadcasting Services in Times of...
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 2
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 3
… 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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 4
Media (not broadcast) is a core feature
Boundaries between device categories blur
Diversity of devices will increase rather than decrease
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 5
Device selection depends on usage context – and design(!)
Example for „Convergence Devices“: TV-Sets
Broadcast Internet DVD/BD Mediathek Games Home Media Communication HomeControl
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 6
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)
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 7
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 8
• 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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 9
• 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“
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 10
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 11
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 Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 12
… the customer will be reached over all distribution means
Media shapes the Internet>> 50% of data traffic in network originates from mediag
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 13
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 14
Apple and Google are entering the TV-market
TV ads TV search Personalization?
itunes media portal Exclusive content contracts
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 15
Broadcasters face more and more toll stationsBroadcasters face more and more toll stations
platform network CEsoftware sales poperator provider industry
Examples
manufacturer platforms
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 16
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 17
First Application Scenario (ARD)
• Intuitive branching from linear program to non-linear program elements
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 18
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 ?
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 19
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.IllgnerPage 20
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
The Future of the Broadcasting License Fee Köln, 6.5.2010 © IRT – K.Illgner
express consent of the author. Please not that some of the photo material used in the presentation is subjected to third-party-copyright.
Page 21