1 Strategies for Public Service Broadcasting Reaching the People - Universality in the Digital Environment David Wood EBU, Christian Nissen DR, and Franc.

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Strategies for Public Service Broadcasting

Reaching the People- Universality in the Digital Environment

David Wood EBU, Christian Nissen DR, and Franc Kozamernik EBU

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In the good old analogue world- Broadcasting was very simple and easy.

One Programme-maker

One Transmission-system

One Collective audience

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The changing media consumption pattern-three methods of choosing content.• A: Programme choice

determined by the traditional channel-flow.

• B: Choice of programmes using an electronic programme guide (EPG) in a multichannel-flow.

• C: Neither channels nor flow: Programmes and services on demand (the Internet).

DR

DR

DR

DR

DR

DR

DR

A.A. B.B. C.C.

DR

PSBs need to reconsider programming policy, production processes, organisation, and financing.

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The problems of universality in the Digital Environment

1. The Audience: From Unity to Fragmentation ?

2. The Accessibility: Distribution systems and Technical Standards.

3. The Content: From Empires to Communes?

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1. The Audience of the Digital Future

PSB

All theothercontentproviderswill have their piece of the cake

Must - and can - PSBs still serve them all ?

Yesterdays collectiveaudience will befragmented by:• New types of receivers• New transmission systems

But also into segments:• Age groups• Nationalities• Professions• Specific interests•

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The problems of universality in the digital environment

1. The Audience: From Unity to Fragmentation ?

2. Accessibility: Distribution systems and Technical Standards.

3. The Content: From Empires to Communes?

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CableSatellite

Terrestrial

Controlled by multinational Gatekeepers

Is this the last (though expensive) chance for PSBs to reach their audience unhindered by gatekeepers ?

2 A: Universal Availability- also via Terrestrial Distribution ?

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2 B: Universal Accessibility - Gatekeepers and competing technical standards

PSB MUX SMSCA API UserEPG

It is in the interest of the Public (and Public Service Broadcasting) to have common standards, open for everybody.

What can PSBs do to promote common, open standards?

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2 C: From being in service to the Publicat large - to personalised services ?

Educa-

tion

Public

authoritiesInternetcommerce

MoviesEntertainment

Portals

• Should PS content be available on all Technical platforms ?• Should the old “must carry”-principle be followed by a “must provide”?• Should PSBs also serve individual needs (on a pay pr. view basis) ?

PublicService

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Universality in the Digital Environment

1. The Audience: From Unity to Fragmentation ?

2. Accessibility: Distribution systems and Technical Standards.

3. The Content: From Empires to Communes?

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3: The Content: From ”Generalist Channels” to the niche role as a

correction to market failures

News

Entertain-ment

Movies

Documen-taries

Music

Sport News

Documen-taries

Ballet

Art

?

• For how long can PS provide generalist channels ? • Will competition-regulation tend to force PS into niches?

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PSBs in the digital marketplace

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PublicService

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Elements of PSB-strategy for the digital environment.

EBU

EBU

EBU

EBU

EBU

EBU

EBU

A.A. B.B. C.C.

EBU

EBU EBU PSB

1. The objective continues to be ‘universality’, and distinctive content.. 2. The existing generalist channels should continue to be the core product for both environments A and B3. New elements and value should be added. 4. Be active in developing new, interactive content - also for the on-demand environment (B-C).5. Create and maintain user-loyalty through PSB-branding, new services, and user-communities 6. Make alliances

PSBPSB

Thank you for your attention