Public Broadcasting 2.0

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Public Broadcasting 2.0

• Alaska Public Telecommunications Inc
• September 23, 2005

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Public broadcasting 1.0

• Characteristics
• One-to-many
• Real-time
• Scarcity rules content time is dear
• Rewards average use at any one time
• Brands are at the aggregator level
• Programmers are tacticians.
• Finding hits and competing with other hit-makers
• We schedule what we think you want when we think
  you will want it more than whats on the
  competition.

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Public broadcasting 1.0

• Contact hours per year
• 12-Bn radio
• 6-Bn TV
• Revenue per contact hour
• Radio 5.4
• Television 29.0

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Changes in media usage

• People are taking control over their media usage.
• My time (non-real time) is the fastest growing
  segment of media usage.
• I want what I want, when I want it, the way I
  want it.
• So the important media divide is not audio vs.
  video or print vs. electronic, its my time vs.
  real-time.

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Changes in media usage

• My time media usage increased from 375 to 500
  hrs/yr from 97-02.
• Broadcast TV use declined from 904 to 786 hrs/yr
  in the same time.
• My time share of audio/video usage is
  increasing from one in five hours in 1997 to one
  in three in 2007.

Source Veronis Suhler Stevenson
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Who does my time serve?

• People who have already left linear programming
  for other reasons
• Career
• Chores
• Community
• Family
• People who cant get enough of what they like on
  your stations.

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CPB TV primetime study

• PTV viewing was small in two segments compatible
  with PTV
• Innovative Inclined
• Distracted Unavailable
• Together, they are 26 of viewers
• Limited free time
• Frequent users of technology
• Medium-to-high users of public radio

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CPB TV primetime study
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Rich media delivery landscape

• Worldwide broadband users hit 160M
• Mass market video creation tools
• Low cost digital video cameras, PC based editing
  apps
• Majority of PCs now rigged for sound and video
• BitTorrent adoption 20M users
• Weblogs 31M, rapid growth after 5 years
• RSS feeds more than 5 million on Internet
• De facto standard for content syndication
• Being widely used for news/info updates
• RSS feeds transitioning to Rich Media Content
• Podcasting RSS MP3 audio iPod synch
• Video blogs right behind RSS 2.0 and RSS Media

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Public broadcasting 2.0

• Characteristics
• Many-to-many
• On-demand for use in my time
• Abundance rules content limited only by storage
• Content is branded
• Rewards cumulative access over time
• Programmers and users are curators.
• Provide huge choice.
• Make content personalized and accessible.

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Strategic investment scenarios

• Sustaining investments
• Sustain the legacy business
• Best practices improvements
• Collaborations to lower costs and gain scale

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Strategic investment scenarios

• Repositioning investments
• Often disruptive innovations (à la Clayton
  Christensen)
• Reposition in new directions consistent with
  original mission

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Broadcasters must adapt to

• A multi-platform future,
• A multi-choice future,
• And to three über trends
• Digitization
• Personalization
• Democratization

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A multi-platform future

• Were evolving from distribution over one
  platform to distribution over multiple platforms
• Over-the-air transmitters
• Internet and broadband
• Cable and satellite
• Physical media
• Mobile and portable devices

From Dave MacCarn, WGBH
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A multi-choice future

• The number of channels through which users will
  be able to access our content will continue to
  grow.
• Increasingly, users want control over when and
  where they use our content.
• Increasingly, users want choice and
  personalization.
• Successful public broadcasters are morphing into
  digital libraries.

From Dave MacCarn, WGBH
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Über trends digitization

• Content meets mathematics
• Noiseless generations for production
  distribution
• Metadata data about data
• Find, manipulate and distribute content with
  great granularity and flexibility
• Repurpose content
• Extend the life and value ofmedia assets
• PBCore metadata standard
• Search

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Über trends personalization

• Content meets self-organization
• Tagging (folksonomies)
• XML syndication (RSS, Atom)
• Attention (metadata that tracks to what people
  are paying attention)
• Communities of interest more important than
  aggregator brands

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Example Tagging at flickr
Tags / norway
Sample photos from the RSS feed of the tag
norway from flickr.com
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Example Web 2.0 A/V sites

• Brightcove.com
• Odeo.com
• OMN.org
• Ourmedia.org
• YouTube.com

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Example

• Really Simple Syndication (better Really Simple
  Subscriptions)
• Its very easy to implement.
• It aggregates in one place whats new in web
  content to which you subscribe.
• Combined with personalization, it will provide a
  powerful distribution platform for pubcasters
  (or, a powerful competitor).
• Open a Bloglines.com account and try it.

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Über Trends democratization

• Content freed from gatekeepers
• Inexpensive but powerful production tools are in
  the hands of consumers
• Low barriers to effective distribution
• Search and referral serves as marketing
• Rip. Mix. Burn.

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Example Podcasting

• Works with any portable media players, PCs, Macs,
  and most news aggregators.
• Means adding an enclosure to an RSS 2.0 item (can
  link to any file MP3, WMV, etc.).
• Specialized aggregators can automatically sync
  your files with the player.
• Implications for how we do journalism and
  production.

23
The long tail meme

• From Wired editor Chris Anderson
• The future of entertainment is in the millions
  of niche markets at the shallow end of the
  bitstream.
• Real time is hits oriented. For NRT long-tail
  distribution, success can come with much smaller
  numbers.

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The long tail meme

• Amazon, iTunes, Netflix, et al. have much larger
  inventories than corre-sponding brick-and-mortar
  stores.
• The average record store has 40,000 tracks, but
  Rhapsody has 735,000.
• The average Barnes Noble carries 130,000
  titles..., but more than half of Amazons book
  sales come from outside its top 130,000 titles.

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The long tail meme
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Public Service Publisher

• A bootstrap my time, long tail, PB 2.0
  repositioning initiative
• Started by public broadcasting stations and
  independent producers
• Broadcasters can serve as enablers for community
  public service content
• Design focused on PB 2.0 business models

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Public Service Publisher

• Partnering with Open Media Network
• Multi-platform content delivery from a common
  user interface via
• Internet (Kontiki P2P grid)
• TiVo
• Cable VOD
• DTV broadcast data caching
• Physical media (DVD, CD)
• Station-supplied
• Amazon, Netflix, et al.
• Free, subscription, or pay per use

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New revenue sources

• Member benefits (more content, convenient times)
• New audience revenue (relationship building,
  underwriting)
• User compensation for access to niche, premium or
  hard-to-find programming

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New revenue sources

• Assets in permanent distribution build record of
  community value, important for tax-based,
  foundation and philanthropic funding
• B2B revenues (rights to distribute, marketing
  content for derivative works)
• Distribution services (datacasting, load
  balancing, my time traffic)

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Pull urgencies

• Opportunities
• My time use growing rapidly.
• PBCore, broadband, off-the-shelf core
  technologies are in place.
• Long-tail businesses are succeeding.
• Pubcasters and partners have great and deep
  content assets.
• There is substantial interest in use of my time
  electronic media by other public service
  organizations.

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Push urgencies

• Threats
• Competition for pubcasters is coming from the
  for-profit sector.
• Its no longer a one-platform world. If we cling
  to one platform, we risk our mission.
• XML-based syndication to portable devices is
  growing and presents a real bypass to linear
  programmers.
• Barriers to entry are low. If we dont do it,
  someone else will.

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Change and cow paths
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Contact information
Dennis L. Haarsager, Associate VP
GMEducational Telecommunications TechnologyPO
Box 642530Washington State UniversityPullman,
WA 99164-22530Contact info haarsager.org/contac
tWeblog technology360.comResources
technology360.orgPublic Service Publisher
weblog pspblog.org