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Conclusions: broadcasters can play an important role in Convergence 3.0

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Title: Conclusions: broadcasters can play an important role in Convergence 3.0


1
(No Transcript)
2
Conclusions broadcasters can play an important
role in Convergence 3.0
  • Supplying high quality content which users can
    easily access
  • Help network operators secure investment in new
    broadband networks
  • Contributing to standards and protection for
    children and other vulnerable groups

3
Broadcasters approach to the internet three
phases
Stage
Broadcasters use of the internet
Phase 1 Incremental
A minor supplement to the things they were
already doing
Phase 2 Strategic
Creating initiatives to exploit the internet as a
new medium in its own right
Phase 3 Transformative
Recognition of the new opportunities provided by
high capacity broadband
We are now in the early stages of the
transformative phase
4
So far, broadcasters have had a positive effect
on internet development, although the scale is
hard to quantify
  • Promotion
  • Providing rich content and shared resources
  • Raising awareness and encouraging digital literacy

5
Quality content still hugely important
  • Consumers clearly value professionally produced
    quality content

No. of views up to June 2007 (millions)?
Source YouTube
6
Securing trust and confidence online traditional
broadcasters are well placed to help
Question asked Please indicate the top three
media sources you depend on for information on
these topics
TV
Newspapers
Magazines
Internet
Rank of the internet
News
91
63
10
16
3
Business News
40
36
8
13
3
Sports News
62
42
6
11
3
Source Forrester, Q2 2006
7
High-speed broadband infrastructure will require
significant investment
Proposed broadband infrastructure investment by
country
2007
2006
2007
2008
2010
2008
2010
Target year
95
80
75
62
50
46
28
DT Germany
SBC USA
Verizon USA
KT Korea
HKBN Hong Kong
Belgacom Belgium
NTT Japan
Target homes (millions)?
11
2
16
20
12
1.8
47
Investment planned
3bn
300m
3.4bn
6.7bn-8bn
n/a
100m
37bn
Technology
FTTN
FTTN
FTTN
FTTH
FTTH
FTTH
FTTH
Source Capgemini
8
Promoting consumer and citizen welfare
  • Three broad suggestions in developing policies
  • Encourage competitive markets (lowering entry
    barriers and ensuring that consumers are
    sufficiently well-informed to make effective
    choices)?
  • Define and safeguard the public interest in the
    new convergent world (self-and co-regulation)?
  • Encourage broadcasters, other content owners and
    network operators to find ways sharing risks and
    rewards

9
(No Transcript)
10
Aims of the report
  • This an independent study which examines
  • The role that broadcasters have so far played in
    the development of the internet
  • The challenges and opportunities ahead, as
    convergence progresses
  • How broadcasters and the internet can work more
    closely in future and
  • The key policy issues for debate.
  • This presentation contains the provisional
    findings

11
The traditional broadcasting model differs
considerably from the online world
Broadcasting
Online
One-to-many
Many-to-many
Linear
Non-linear
Built narrative content
Interactive and participative
Geographically constrained
Global
Regulated in public interest
Broadly unregulated
Zero marginal cost per user and an established
distribution infrastructure
Zero marginal cost per user but likely to require
significant investment in infrastructure
However, these differences are reducing as we
move towards a more converged communications
world
12
But the internet has already offered significant
scope for an extension of broadcaster activity
  • Scale and freedom from geographical limitations
  • Digitising (and monetising) the content archive
  • New opportunities to deliver more specialist
    content in a commercially viable manner
  • Increasing the richness and depth of broadcast
    content
  • Building a stronger, more participative and more
    loyal audience
  • Reducing costs

13
Broadcasters use of the internet can be
described in three phases
Stage
Broadcasters use of the internet
Phase 1 Incremental
A minor supplement to the things they were
already doing
Phase 2 Strategic
Creating initiatives to exploit the internet as a
new medium in its own right
Phase 3 Transformative
Recognition of the new opportunities provided by
high capacity broadband
We are now in the early stages of the
transformative phase many broadcasters are
now using third party platforms, such as YouTube,
to distribute their audiovisual content
14
So far, broadcasters have had a positive effect
on internet development, although the scale is
hard to quantify
  • Promotion
  • Television is still, by far, the most dominant
    medium time spent consuming television is 8
    times higher than time spent online
  • Providing rich content and shared resources
  • Funding, talent, production resources, etc.
  • Raising awareness and encouraging digital
    literacy
  • Particularly true for some specific demographic
    groups

The importance of information and entertainment
in driving internet take-up suggests broadcaster
influence has not been trivial
15
In many countries broadcasters are already
leveraging their brands to build significant
online presences
The most popular European broadcaster internet
sites ordered by country ranking
Internet property
Country
Ranking among top 100 web properties
Reach (Jun '06)?
Reach (Jun '07)?
Increase of reach ()?
BBC Sites
UK
5
55.3
59.6
4.3
DR.DK
Denmark
7
36.8
33.2
-3.6
Publieke Omroep
Netherlands
7
33.0
33.4
0.4
MTV3.FI
Finland
7
45.5
35.3
-10.2
YLE.FI
Finland
8
30.9
30.9
0.0
TV2 Danmark
Denmark
8
32.0
31.4
0.6
V2 Sites
Norway
9
n/a
33.6
n/a
ORF.AT
Austria
10
22.2
22.0
-0.2
VRT Sites
Belgium
11
18.9
19.4
0.5
NRK.No
Norway
13
27.0
28.4
1.4
Groupe TF1
France
16
19.4
23.8
4.4
SRG SSR idée Suisse
Switzerland
19
15.9
17.3
1.4
Sveriges Television
Sweden
19
20.2
18.6
-1.6
Source EBU
16
And in many countries, broadcasters are
developing increasingly sophisticated online
offerings
Business Model
User-generated content
Communities forums
RSS
Mobiles
Podcasts
On demand video downloads
Video streaming
Broadcaster
Country
Free, licence fee supported
Yes
Yes for most sections
Yes throughout
Yes through-out
Yes, large radio section
IPlayer BBC programming only, 7 days after
airing
Yes throughout
BBC
UK
Advertising
Yes on ITV Local
Yes
Yes
Yes
Yes, minimal
On demand for 30 days after airing
Yes throughout although clips only
ITV
Advertising
Yes
Yes for most sections
Yes
Yes
Yes, radio section T4
4OD variable availability
Yes throughout although clips only
Channel 4
Advertising
Yes, through video uploads
Yes
Yes, from MSNBC
Yes
Yes, from MSNBC
Yes, including full-length episodes
NBC
US
Advertising
Yes
Yes
Yes
Yes
Yes
Yes
ABC
Advertising
Yes
Yes
Yes
Yes
Yes
Yes, including full-length episodes
CBS
Advertising
Yes
Yes, news and other web channels
Yes
Yes
Yes
RAI
Italy
Free, licence fee supported
Yes
Yes
Yes
Yes
Yes
NED 1 (part of NPO)?
Netherlands
Free, licence fee supported
Yes
Yes
Yes
Yes
Yes, including full length episodes
SVT
Sweden
Advertising
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Rede Globo
Brazil
Advertising
Yes
Yes
Yes
Yes
NHK
Japan
Source Broadcaster sites and Human Capital
analysis
17
Information and communication are the key drivers
or internet take-up
The drivers for internet take-up
Source Ofcom, 2006
18
Looking ahead, we are entering a new
transformative phase
  • High capacity broadband makes possible the
    delivery of high quality long-form audiovisual
    content
  • Web 2.0
  • Changing user/content relationships
  • Increasing democratisation
  • The increasing importance of search and content
    navigation
  • New business models
  • Content provision
  • Paying for the infrastructure

19
The broadcasting value chain is being transformed
The internet
Ideas
Talent
Distributor
Bundler
Producer
Talent
Devices
Audience
Navigation
Gateway
Distributor
Bundler
Producer
Talent
Devices
Audience
Navigation
Gateway
Distributor
Bundler
Producer
Talent
Devices
Audience
Distributor
Bundler
Producer
Devices
Audience
Navigation
Gateway
Distributor
Bundler
Producer
Resources
Resources
Resources
Resources
  • The content value chain, previously controlled by
    a small number of broadcasters, has been opened
    up to anyone with an internet connection and an
    idea
  • In an online world, equipped with powerful search
    tools and user recommendations, bundling is
    arguably much less important
  • Distribution, navigation and consumption are all
    made possible through the internet

20
New online services have emerged, with richer
content and greater functionality
Site
Functionalities
User-created blogs, including text, pictures and
hyperlinks
User-created encyclopaedia
Photo sharing
Social networking, allowing uploaded music, text
and pictures
Video sharing
Live and pre-recorded video broadcasting allowing
captioning and insertion of pre-recorded video
packages
Live and pre-recorded video broadcasting
Live and pre-recorded video broadcasting
21
And whilst television remains hugely popular and
important, there has been clear migration online
Time spent using communications services 2006
-3.6
-2.0
158.0
-8.0
58.0
change 2002-2006
250
216
200
170
150
minutes per day per person
100
50
36
6.9
3.7
0
television
radio
internet
fixed
mobile
Source Ofcom
22
Both internet reach and provision of content
online continues to grow at considerable rates
Broadband subscriptions and growth amongst top
countries
Growth in the volume of hostnames and active
websites
Source Netcraft.com
Source Point Topic
23
In this third phase, broadcasters could, if they
meet the challenge, have a greater role to play
  • Broadcasters can help drive further internet
    development by
  • Supplying high quality content which users can
    easily access
  • Creating clear expectations for users about the
    nature and reliability of available content
  • Providing the vital roles of aggregator and
    navigator
  • Helping later adopters to make sense of the
    internet.
  • Helping the internet to adjust to a world in
    which it will have to pay more attention to
    citizens concerns about standards and protection
    for children and other vulnerable groups.
  • Help network operators secure investment in new
    broadband networks

24
Quality content is still hugely important, both
for consumers and in setting standards
  • Consumers clearly value professionally produced
    quality content

No. of views up to June 2007 (millions)?
  • The economics of programme production still
    suggest that a high production value programme
    needs mass audience exposure on a broadcast
    channel to ensure a return on its upfront
    investment
  • Although it is possible to create content
    specifically for the internet, the promotional
    and marketing costs will be prohibitive in most
    cases

Source YouTube
25
Securing trust and confidence online is also
crucial, and traditional broadcasters are well
placed to help
  • A GlobeScan survey revealed that the most trusted
    global news brands tested include the BBC (with
    48 across the 10 countries saying they have a
    lot or some trust) and CNN (44)?
  • Consumers, particularly for news and factual
    content, clearly place most reliance on
    traditional broadcaster sources

Question asked Please indicate the top three
media sources you depend on for information on
these topics
TV
Newspapers
Magazines
Internet
Rank of the internet
News
91
63
10
16
3
Business News
40
36
8
13
3
Sports News
62
42
6
11
3
Source Forrester, Q2 2006
26
High-speed broadband infrastructure will require
significant investment
Proposed broadband infrastructure investment by
country
2007
2006
2007
2008
2010
2008
2010
Target year
95
80
75
62
50
46
28
DT Germany
SBC USA
Verizon USA
KT Korea
HKBN Hong Kong
Belgacom Belgium
NTT Japan
Target homes (millions)?
11
2
16
20
12
1.8
47
Investment planned
3bn
300m
3.4bn
6.7bn-8bn
n/a
100m
37bn
Technology
FTTN
FTTN
FTTN
FTTH
FTTH
FTTH
FTTH
Source Capgemini
27
Broadcasters may work with network operators to
help secure this major infrastructure investment
  • Enders Analysis estimate that the total cost of
    deploying fibre to the home (FTTH) to 90 of UK
    households would be 14bn
  • Network operators may have to shoulder the burden
    of investment, but are not certain of the returns
  • Broadcasters may be able to help by agreeing
    innovative deals with networks, to share risk and
    rewards

28
There will also be important roles for
policymakers in promoting consumer and citizen
welfare
  • Over regulation will stifle growth and
    innovation under regulation risks a
    wild-west-style free for all
  • We assert three broad suggestions in developing
    policies
  • Encourage competitive markets by lowering entry
    barriers and ensuring that consumers are
    sufficiently well-informed to make effective
    choices
  • Define and safeguard the public interest in the
    new convergent world drawing on aspects of
    self-and co-regulation, rather than transferring
    old style broadcasting regulation to the
    broadband world
  • Encourage broadcasters, other content owners and
    network operators to find ways sharing risks and
    rewards

29
As a result, we argue that there clear consumer
and citizen benefits from a symbiotic
broadcaster/internet relationship
  • There have already been some impressive success
    stories as broadcasters begin to recognise the
    opportunities of the internet
  • As we move into a more converged media and
    communications world, the future development of
    broadcasting and the internet will be
    increasingly closely linked
  • Broadcasters and leading internet players depend
    on, and will benefit from, working closely with
    each other
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