Innovation Strategies for an International Broadcaster
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Transcript of Innovation Strategies for an International Broadcaster
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 2
INDEX
1. DW – Mission & Media
2. Media Trends & Challenges
3. Innovation in progress - From Broadcaster to Content Provider
4. Innovation projects - Greatest Hits and Misses
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 3
DEUTSCHE WELLE
1,500 Employees from over 60 nations.
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 4
Programme, content and services in 30 languages.
DW-TV DW-RADIO DW-WORLD.DE DW-AKADEMIE
DEUTSCHE WELLE
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 5
We communicate German points of view as wellas other perspectives.
We promote intercultural dialogue and work to further
international understanding and tolerance.
MISSION STATEMENT
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 6
We communicate the values of free democracy and
support human rights.
We report independently, comprehensively, truthfully
and on a pluralistic basis.
MISSION STATEMENT
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 7
INDEX
1. DW – Mission & Media
2. Media Trends & Challenges
3. Innovation in progress - From Broadcaster to Content Provider
4. Innovation projects - Greatest Hits and Misses
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 8
Market Trends – Citizen Media – Blogs, Web 2.0 …
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 9
www.thebobs.com
„The oscar of blogs“
El Pais
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 10
90% of Top 20 Most Watched Videos on Youtube from „Users“
Market Trends – Citizen Media/Video Portals
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 11
DVB-H trials in Europe 2006
_Helsinki trial
•Nov 04 – ca. Apr 05
•500 pre-commercial users
•Mobile TV
•Nokia, Digita, MTV (Finnish TV, not Music TV), Nelonen, Radiolinja, TeliaSonera Finland und YLE
_UK trials
_O2 & Aquiva
_Italy commercial launch
•05/2006: H3G/RRD
•09/2007: Mediaset/TIM/VF-IT
_France trials
•Towercast, Nokia
•Bouygues, Orange, SFR _Belgium trial
•Proximus
_German bmco trial 2004, MMD trial 2004
•Vodafone DE, Nokia, Philips, Universal
_Pre-commercial multi-MNO 2006 trials Berlin, Hamburg Munich, Hannover
_T-Systems and all 4 MNOs
_NL trial
•KPN, Digitenne, TNO, Nozema
•250 users
_Czech trial
•Prague
•T-Mobile
_Spain trials
•Telefonica, Abertis & Nokia:Madrid & Barcelona, 500 users
•VF: Valencia & Sevilla
_Switzerland (DVB-H)
•Swisscom
•Berne trial Jan/Jul 2005
_Ireland trial
•Dublin
•Nokia, RTE
_Trial 2006, commercial launch Q1/2007
_Pot. Launch 2007
_Pot. Launch 2007
_License issued (to KPN), launch 2007?
_License issued, launch 2006
_2 free MUXes
_Austrian trials
_Mobilkom heavily working on DVB-H
VF.DE: MNO Consortium building
VF.IT: Comm launch 09/2006
VF.ES: running trial
SFR: running trial
Swisscom: running trial
VF-UK: discussing L-Band
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 12
Market Trends – Mobile Web
‚3‘ selling „Access only“ packages
More WiFi enabled phones
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 13
Market Trends – Video Portals – www.blinkx.com
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 14
Market Trends – Search & Visualisation
Do homework on Search Engine Optimization and:
– think Netvibes, think iTunes, social bookmarking …
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 15
Market Trends – Search & Visualisation
Swarmthe.com
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 16
Market Trends – Search & Visualisation
Newsmap
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 17
Market Trends – Search and Visualisation
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 18
EMM European Media Monitor
EMM NewsBriefEMM NewsBrief
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 19
Market Trends - Summary
Vast choice, time-independent media consumption - On Demand
Individual selection of programme – Personalisation
Location-independent media usage – Mobility
Content aggregation re-defined
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 20
INDEX
1. DW – Mission & Media
2. Media Trends & Challenges
3.Innovation in progress - From Broadcaster to Content Provider
4. Innovation projects - Greatest Hits and Misses
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 21
Main Challenges
CHANGING MEDIA MARKETS
convergence of tv, radio and internet is growing fast traditional media is complemented by digital media
services individual media usage is on the rise – personalized
content
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 22
Main challenges – international broadcaster perspective
increase of international broadcasters and
content-providers
rapid increase of internet usage
larger variety of media offerings – need for local focus
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 23
DW-RADIO, DW-TV & DW-WORLD.DE.Early 90‘s Limited devices in quantity and features. Limited distribution and transmission channels.
50‘s 90‘s
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 24
DW-RADIO, DW-TV & DW-WORLD.DE.2000 – today: More devices with more features. New distribution and transmission channels. Content for various platforms.
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 25
Changing Media Consumption
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 26
Definition of the „right“ content and the „right“ medium for the „right“ target groups
30 languages but more than 30 media markets Distribution is analogue and/or digital DW-RADIO, DW-WORLD.DE and DW-TV are
complementary Not all media services for all target markets
DW‘s Strategy: Key Issues
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 27
DEUTSCHE WELLE Strategy
DEUTSCHE WELLE Distribution re-loaded:
New Media Transmission
International Press and Promotion
Sales
Marketing
Strategy Market Research and
Evaluation
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 28
Department of Strategy, Marketing and Distribution
DW-WORLD.DE: 30 languages
news and analysis mobile service services: newsletter,
RSS etc. Web 2.0.: Blogs etc. 50 Mio PIs / month (in
2001: 1,8 Mio PIs)
Status quo - DW-WORLD.DE/NEW MEDIA:
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 29
DW-RADIO & DW-TV via DW-WORLD.DE:
streaming Media & IPTV DW-TV & DW-RADIO live and on demand DW-TV peer-to-peer (P2P) DW-TV on various IPTV-platforms („triple play“)
downloadmanual download, podcasting
mobile servicesmobile.dw-world.de - DMB / DVB-H
DW-WORLD.DE/ NEW MEDIA
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 30
Download - Podcasting started: 11/2004 (US elections) today: 50 audio and 2 video podcasts workflows: fully automated
DW-WORLD.DE/ NEW MEDIA
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 31
Mobile Services
mobile.dw-world.de started: 01/2005 30 languages
DMB / DVB-H DMB (Digital Media Broadcast) DVB-H (Digital Video Broadcasting-Handhelds):
major usage: mobile-tv project „MiFriends“ during FIFA-Worldcup
DW-WORLD.DE/ NEW MEDIA
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 32
DW-WORLD.DE/ NEW MEDIA
Rebroadcasting via Audio Depot
download for professional radio stations / broadcasters DW-RADIO in 29 languages mp3-files
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 33
DW-WORLD.DE/ NEW MEDIA
Rebroadcasting via TransTel
for broadcasters select from a wide range of programmes documentaries, family entertainment, children's
programmes, sports, music, and fiction www.transtel.tv
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 34
Department of Strategy, Marketing and Distribution
DW-TV
cable, satellite, terrestrial DTH, rebroadcasting, TransTel in English, German, Arabic and Spanish further more: Bahasa, Turkish, Uzbek, Chinese
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 35
Department of Strategy, Marketing and Distribution
DW-RADIO
DW strengthens its FM-strategy in target markets
Europe is DW‘s number one test market for DRM
on-demand usage of programmes as digital services is becoming increasingly important
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 36
DEUTSCHE WELLE follows a multi-platform strategy
to reach its target groups
DEUTSCHE WELLE Strategy
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 37
INDEX
1. DW – Mission & Media
2. Media Trends & Challenges
3. Innovation in progress - From Broadcaster to Content Provider
4. Innovation projects - Greatest Hits and Misses
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 38
Detecting weak signals in …
Media distribution
Media production
Media consumption
Innovation projects - What?
„Impossible to see the future is.”
(Master Yoda):
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 39
How?
Monitor
Interface
Network
Fund
Manage
Transfer
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 43
Hits & Misses
2002 - 20042005ff
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Wilfried [email protected]
Distribution DirectorateDeutsche Welle
Slide 44
Recent projects
Information Society Technologies
- C-Mobile (Mobile Media)- MESH (Search and Personalisation)- Gredia (GRID)- INCCOM (Crossmedia Market Survey)
eContent
- Video Active (Video portal on European TV history)
FP7
- CASAM (Metadata & Annotation – with the EJC!)- CCAST (Context Aware Mediacasting)