Hybrid TelevisionHybrid TelevisionOpportunities and Challenges forOpportunities and Challenges for
Public Broadcasters to improve their Public Broadcasters to improve their service to the citizenship.service to the citizenship.
Dr. Roberto Suárez CandelDr. Roberto Suárez CandelMarie Curie Research FellowMarie Curie Research Fellow
IAMCR 2010 ConferenceIAMCR 2010 ConferenceBraga, July 18Braga, July 18thth-21-21stst, 2010, 2010
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Post-doctoral Research ProjectPost-doctoral Research Projectfunded by the Marie Curie Intra-European Actionfunded by the Marie Curie Intra-European Action
PSB PSB - Digital- DigitalRedefining and repositioning Public Redefining and repositioning Public Service Broadcasting in the digital Service Broadcasting in the digital
and multiplatform scenario.and multiplatform scenario.
www.psb-digital.euwww.psb-digital.eu
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» OutlineOutline
Context – Transformation Context – Transformation processesprocesses
What is Hybrid TV?What is Hybrid TV?
State of the artState of the art
SWOT analysisSWOT analysis
Empowering participationEmpowering participation
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» Context – Transformation processesContext – Transformation processes
Switch-over across Europe: asymmetric and Switch-over across Europe: asymmetric and asynchronous.asynchronous.
Flat Screens – High Definition (HD)Flat Screens – High Definition (HD)
3 Dimensions TV (3D)3 Dimensions TV (3D)
Online strategies: Webcasting – Web 2.0Online strategies: Webcasting – Web 2.0
Transmission: MPEG-2 Transmission: MPEG-2 MPEG-4 MPEG-4DVB-T DVB-T DVB-T2 DVB-T2
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» Context – Transformation processesContext – Transformation processes
Broadband penetration grows Broadband penetration grows migration to migration to mobile mobile smart phones / tablets smart phones / tablets
Multiple screens: audience fragmentation & Multiple screens: audience fragmentation & segmentation.segmentation.
Online on-demand video is the king of the netOnline on-demand video is the king of the net
Economic crisisEconomic crisis
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» Context – Transformation processesContext – Transformation processes
Anything – Anywhere - AnytimeAnything – Anywhere - Anytime
NEW PARADIGMNEW PARADIGM
Personalization + CustomizationPersonalization + Customization
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» What is Hybrid TV?What is Hybrid TV?
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» What is Hybrid TV?What is Hybrid TV?
““It is the convergence between broadcast It is the convergence between broadcast and Internet content for a coherent and Internet content for a coherent experience.”experience.”
““...for a enriched viewing experience.”...for a enriched viewing experience.”Source: L. Vermaele, EBU Technical director, 2009
Source: DIGITAG, August 2009
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» What is Hybrid TV?What is Hybrid TV?
Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert
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» What is Hybrid TV?What is Hybrid TV?
Source: HbbTV.org
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» What is Hybrid TV?What is Hybrid TV?
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» What is Hybrid TV?What is Hybrid TV?
It is NOT:It is NOT: Internet Television (webcasting)Internet Television (webcasting)
IPTVIPTV
Internet on the TV screenInternet on the TV screen
… … but these experiences can be helpful.but these experiences can be helpful.
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» What is Hybrid TV?What is Hybrid TV?
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» What is Hybrid TV?What is Hybrid TV?
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» State of the artState of the art
CE Manufacturers have taken the CE Manufacturers have taken the initiative regarding IP connectivity.initiative regarding IP connectivity.
Philips Philips Net TV Net TV Samsung Samsung Internet@TV Internet@TV Panasonic Panasonic Vieracast Vieracast
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» State of the artState of the art
The market needs horizontal standards The market needs horizontal standards that guarantee interoperabilitythat guarantee interoperability
BBC BBC Canvas Project (UK) Canvas Project (UK)
Cross Industry Consortium Cross Industry Consortium HbbTV HbbTV (FR + GE)(FR + GE)
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» State of the artState of the art
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» State of the artState of the art
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» SWOT analysis - SWOT analysis - STRENGTHSSTRENGTHS
Technical specifications are built on current standardsTechnical specifications are built on current standards no new developments + backwards compatibilityno new developments + backwards compatibility
No investment in transmission infrastructureNo investment in transmission infrastructure
Broadband penetration / speed is growingBroadband penetration / speed is growing
Popularisation of WIFIPopularisation of WIFI
Home networking creates a positive environmentHome networking creates a positive environment
Devices are already available at the marketDevices are already available at the market
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» SWOT analysis - SWOT analysis - STRENGTHSSTRENGTHS
Previous experiences like BBC iPlayer or smart phones Previous experiences like BBC iPlayer or smart phones Apps have been very successfulApps have been very successful
Online on-demand services are growingOnline on-demand services are growing Main Tv set is still the primary access point for video Main Tv set is still the primary access point for video
contentcontent Some users already connect their Pc’s with their Tv Some users already connect their Pc’s with their Tv
setssets Users prefer professional content instead of UGCUsers prefer professional content instead of UGC Low political profileLow political profile
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» SWOT analysis - SWOT analysis - WEAKNESSESWEAKNESSES
ManyMany players involved players involved agreement on standards agreement on standards becomes more difficultbecomes more difficult
Individual initiatives based on legacy solutions have Individual initiatives based on legacy solutions have been launched been launched fragmentation due to lack of fragmentation due to lack of interoperability interoperability confusion confusion
User incorporation depends on having a hybrid device User incorporation depends on having a hybrid device + broadband connectivity + broadband connectivity cost cost
IPTV and Cable operators are strong alternatives.IPTV and Cable operators are strong alternatives.
Investment in new content / services is needed but Investment in new content / services is needed but the business model is not clear yet.the business model is not clear yet.
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» SWOT analysis - SWOT analysis - WEAKNESSESWEAKNESSES
Interactivity has never been a safe value.Interactivity has never been a safe value. Online content needs to go HD, otherwise lack of Online content needs to go HD, otherwise lack of
quality.quality. ““Lean-back” attitude is still strong in front of Lean-back” attitude is still strong in front of
televisiontelevision.
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» SWOT analysis - SWOT analysis - OPPORTUNITIESOPPORTUNITIES
Making spectrum available for other servicesMaking spectrum available for other services
Linear television is enhanced Linear television is enhanced more added value more added value more viewers /consumption more viewers /consumption new business models new business models and revenuesand revenues
New interactivity options for DTT / SATNew interactivity options for DTT / SAT Social networking Social networking interest communities, interest communities,
recommendations, most viewed (push VoD)recommendations, most viewed (push VoD) Recovering the lost audience / creating new targetsRecovering the lost audience / creating new targets New audience behaviour tracking optionsNew audience behaviour tracking options
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» SWOT analysis - SWOT analysis - OPPORTUNITIESOPPORTUNITIES
Personalisation / Customization + Localization Personalisation / Customization + Localization new new services, opportunities for advertising services, opportunities for advertising improvement of viewer’s loyaltyimprovement of viewer’s loyalty
An option for reducing digital divide and consolidating An option for reducing digital divide and consolidating the Information Societythe Information Society
Better service for handicaped peopleBetter service for handicaped people
New windows for 3rd parties contents / servicesNew windows for 3rd parties contents / services Better fulfilment of Public Service remit?Better fulfilment of Public Service remit?
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» SWOT analysis - SWOT analysis - THREATSTHREATS
CE manufacturers control the access to the audience.CE manufacturers control the access to the audience.
Content providers circumvent broadcasters Content providers circumvent broadcasters (agreements with CE manufacturers)(agreements with CE manufacturers)
Broadcasters lose control over the screen due to non Broadcasters lose control over the screen due to non related content / servicesrelated content / services
Linear programming loses visibility + audience Linear programming loses visibility + audience fragmentation fragmentation degradation of the brand + impact degradation of the brand + impact on advertising.on advertising.
Network saturation due to flash-crowds (live events) Network saturation due to flash-crowds (live events) or too fast growth or too fast growth collapse / quality collapse / quality
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» SWOT analysis - SWOT analysis - THREATSTHREATS
Costs rising due to an excess on data transferringCosts rising due to an excess on data transferring
New DRM issues - New window for illegal contentNew DRM issues - New window for illegal content
VirusesViruses
Low political profile Low political profile Is public interest under threat? Is public interest under threat?
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» Empowering participationEmpowering participation
How can Hybrid TV be used by How can Hybrid TV be used by Public Service Broadcasting in Public Service Broadcasting in
order to improve the order to improve the engagement of its engagement of its
audience(s)?audience(s)?
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» Empowering participationEmpowering participation
Online Social NetworkingOnline Social Networking VotingVoting
I likeI like
RecommendRecommend
FavouritesFavourites
Share Share
CommentComment
ForumsForums
AlertsAlerts
Own solutions / external platforms?Own solutions / external platforms?A new public sphere?A new public sphere?Assessing Public Service?Assessing Public Service?Learning from the audience?Learning from the audience?
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» Empowering participationEmpowering participation
Online Social NetworkingOnline Social Networking
e-Administratione-Administration Adapt online servicesAdapt online services
Consolidation of Info. Soc.Consolidation of Info. Soc.