Deploying Digital (Terrestrial) Television in Europe. Do we need Public Policy?
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Transcript of Deploying Digital (Terrestrial) Television in Europe. Do we need Public Policy?
“Talking about Europe” Lecturing Series
Deploying Digital (Terrestrial) Television in Europe.
Do we need public policy?
Roberto Suárez CandelResearcher and Lecturer
Department of CommunicationPompeu Fabra University – Barcelona, Spain
Universität Hamburg & Hans Bredow Institut
December 2nd, 2008
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
1
Let’s the market do it!
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
1
Let’s the market do it!
innovation
free competition
profitabilitydiversity
pluralism
qualityfreedom to choose
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
2
Sarkozy proclaims “the death of the market dictatorship and the end of the impotence of public policy.”
La Vanguardia, 23/X/2008
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
2
Sarkozy proclaims “the death of the market dictatorship and the end of the impotence of public policy.”
La Vanguardia, 23/X/2008
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
2
Sarkozy proclaims “the death of the market dictatorship and the end of the impotence of public policy.”
La Vanguardia, 23/X/2008
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
3
Broadcasting Public policy was legitimized by:
Public Interest: Pluralism, diversity, social representativeness, culture, national identity, etc.
Technical facts: Spectrum scarcity, infrastructures building and management, national security, etc.
Market logics: Entry costs, oligopolistic tendencies, access control, etc.
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
4
50’s 70’s/80’S
Paternalistic Public Policy
Media Public Monopolies
70’s Crisis A new economic model
The peak of neoliberal ideology
Power relationships between the State and the Media
Internationalisation and convergence of markets
Homogenization of public policy
Information Society Agenda
Repositioning of the media within society/economy
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
1
70’s/80’s/90’s Transformation Vectors
Evolution of the role of the State within society
Provider Regulator Enabler
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
5
70’s/80’s/90’s Transformation Vectors
Market Liberalisation/Competition
Deregulation
Non interventionism + co/self-regulation
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
6
What about DIGITALISATION?
Technological basis for the Information Society
Transforms broadcasting convergence
Raises questions about the legitimacy/need/contribution of public policy
So it becomes a necessary / non reversible process
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
8
What about DIGITALISATION?
Are public interest goals still attributed to television after its digitalisation? Is that necessary?
Does digitalisation transform television in such a way that public policy is not necessary to achieve those objectives?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
9
Policy legitimacy WHY
Policy need HOW / WHO
Policy contribution WHAT
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
9
Policy legitimacy WHY
Policy need HOW / WHO
Policy contribution WHAT
Depends on political ideology
Depends on each platform particularities
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
10
BUT…
…digitalisation has become ‘necessary’…
SO…
…failing is not an option!!
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
11
The terrestrial platform is technologically inferior to cable or satellite.
Why should we continue using it?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
11
The terrestrial platform is technologically inferior to cable or satellite.
Public good
Public Service
Universal Service / Access
National market
Why should we continue using it?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
12
… but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process…
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
12
… nevertheless, market-led strategies were implemented…
… but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process…
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
12
… nevertheless, market-led strategies were implemented…
… but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process…
… but they failed!
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
13
The terrestrial platform requires a different digitalisation strategy, which includes public
policy.
Governments and public administrations have accepted/assumed their responsabilities and DTT has become a case study of public
policy within the neoliberal scenario.
CAUSES & OBJECTIVES of digitalisation
Legitimation for Public Policy
Lack of coherence in the political discourse
Hidden agendas
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
14
Supranational vs
National
Two public policy levels
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
15
EU policy for DTT: guidelines, coordination and subsidiarity
Polyhedral nature of television
Multiplicity of policies and institutions
Variety of intervention perspectives and mechanisms
Diversity of policy instruments
Lack of consistence, coherence and effectiveness??
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
16
Policy affected by neoliberalism and non interventionism, so focused on infrastructures and market behaviour interoperability, competition.
Harmonisation and soft policy instruments
Subsidiarity
EU policy for DTT: guidelines, coordination and subsidiarity
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
17
Coordination of the switch-off process in order to ensure the creation of a single European market
Ideological framework
Certainty and guidelines
EU policy for DTT: guidelines, coordination and subsidiarity
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
18
Sweden and Spain, two necessarily different approaches to a common issue
Why Sweden and Spain?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
19
Sweden and Spain, two necessarily different approaches to a common issue
Why Sweden and Spain?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
19
Sweden and Spain, two necessarily different approaches to a common issue
Galperin (2004) / Hallin & Mancini (2004)
Why Sweden and Spain?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
19
• Legitimation of DTT and public intervention
• Policy decision-making structures
• Licensing and definition of a business model
• Planning of the transition from analogue to digital
Issues compared
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
20
Sweden and Spain, two necessarily different approaches to a common issue
• Legitimation of DTT and public intervention
Similarities
Objectives: competition, pluralism and diversity
PSB and Universal Service
Hidden agendas maintain control over the television market
Differences
Public policy ethos
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
21
Sweden and Spain, two necessarily different approaches to a common issue
• Policy decision-making structures
Lack of ARN
Political confrontation
Several political levels
Media parallelism
SPAIN SWEDEN
Distribution of responsibilities
Transparency
Collaboration
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
22
Sweden and Spain, two necessarily different approaches to a common issue
• Licensing and Business Model
Certain lack of transparency
Clientelism
Replication of the analogue market
Post-switchover already defined
SPAIN SWEDEN
6 licensing contests
Short licenses
Transparency
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
22
Sweden and Spain, two necessarily different approaches to a common issue
• Licensing and Business Model
From Pay-Tv to FTA
Different regional markets
Uncertainty about the future: Pay-tv?
FTA + Pay-TV (from encrypted to non encrypted)
Competitive and attractive offer
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
23
Sweden and Spain, two necessarily different approaches to a common issue
SPAIN SWEDEN
• Planning of the transition
Regional basis
Focused on DTT
Public and Private players
Communication needs to be improved
Regional Basis
Platform neutrality
Independent Authority
Focus on Communication
Market collaboration
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
24
Sweden and Spain, two necessarily different approaches to a common issue
SPAIN SWEDEN
Final remarks
• DTT implies a re-birth for national public policy
• Political tradition determines public intervention
• National media particularities are still relevant
One international issue, several national approaches
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
25
• Terrestrial television still maintains its link to public interest
• Public policy is still necessary
• Industrial mechanisms to achieve social goals?
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
26
Final remarks
Comparing national experiences allows detecting best practices, key drivers and obstacles.
Adaptation to national scenarios
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
27
Final remarks
• Independence of policy actors
• Transparency
• Collaboration
• Communication
Common key elements of successful migration plans
“Talking about Europe” Lecturing Series
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Deploying DTV in Europe
28
Final remarks
IAMCR 2008 - Stockholm Comparing Public Policies for DTT
DANKE!
Roberto Suárez CandelResearcher and Lecturer
Department of CommunicationPompeu Fabra University – Barcelona, Spain
www.robertosuarez.es
“Talking about Europe” Lecturing Series Deploying DTV in Europe