TV2010

1
TV2010

• Destination Digital
• Interactive TV From One Way Communication to
  Software-based Collaboration
• Dr. Thomas Becker
• Group Executive Digital Home, Buhl Data Service
  GmbH
• 2nd International Symposium in Media Informatics,
  Bonn, 16 November 2006

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About Sceneo

• Sceneo is a business unit of Buhl Data Service
  GmbH
• Buhl Data is one of the leading consumer software
  providers in Germany, 1 mio. copies sold each
  year, 2 mio. customers
• Under the Sceneo brand, Buhl Data develops and
  markets software solutions to enable users to use
  new functionalities regarding the digitalization
  of TV. Sceneo offers software that
• combines PC technology with TV presentation
• connects broadcast, telco, personal media,
  Internet
• controls different devices for household
  automation
• replaces old technology like VCR by PVR
• turns the TV into an output device for any kind
  of content

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The starting point

• The first step in creating a new business is to
  ask customers what they really want
• After studying some macro research, we learned
  that
• digitalization generates a need for new
  software
• see text ? e-mail, PDF, instant messaging,
  unified messaging
• see transactions ? home banking, tax
  preparation, shopping
• see music ? MP3, peer-to-peer, burning, creating
  (sampling, sequencer, wave editing)
• see photography ? JPEG compression, imaging,
  slide shows, photo printing
• see video ? MPEG2/4 compression, video editing,
  DVD authoring
• digitalization adds value by connecting
  separate units
• see client-server computing, wireless networks,
  the Internet
• see Wi-Fi hotspots, GPRS/UMTS
• see multi-way synchronization between PC, PDA
  and mobile phone

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Investigating TVs future

• To get more detailed market insights, we started
  a research project in co-operation with
• University of Siegen, Media Lab Dr. Helmut
  Hauptmeier
• Fraunhofer Institute for Applied Information
  Technology (FIT) Prof. Dr. Volker Wulf
• Institute for Media Science (MEFO) Raimund
  Klauser
• The TV 2010 project conducts annual surveys
  (from 2004 to 2010) in order to learn
• what users expect from digitalization and
• how these expectations are changed by the use of
  new technologies
• The first survey was conducted in March 2004, the
  second in January 2005, the third in May 2006

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TV2010 (2004)

• Convenience is the most important category of
  gratification to the customer
• Convenience means
• Digital video recorder Playback without winding
  a tape, recording wit one click
• Wide screen TV Its flat, its fancy, its cool
• No more ads Please do something to remove
  commercials from my blockbuster movie

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TV2010 Reloaded (2005)

• Not zapping the channels, but zapping the media
  is the dominant scheme of usage. TV is just one
  among many options to inform, entertain or learn
  something about world
• Zapping media means, when theres nothing on TV,
  people switch off and
• 73 switch on their laptop or desktop computer
• 43 insert a DVD
• 26 take a book or paper
• That there is nothing on TV is not a matter of
  poor content but a matter of playout schedules.
  85 are unsatisfied with airplay time slots.
  Thats why digital people love digital
  recording units to save good content for later

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Survey Design of the 2006 Study

• In May 2006 3,000 digital forerunners (people
  who already use digital TV and digital
  entertainment equipment like PVRs) answered to an
  online questionaire
• The survey should verify three assumptions
• (1) More offerings lead to an increased
  selection pressure
• (2) Increased selection pressure leads to a
  desire for orientation, which is satisfied by new
  orientation patterns
• (3) New orientation patterns for digital TV are
  based on known or learned patterns that have
  evolved from digitalization of office environments

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Old WorldTV in the 20th Century

• TV is the dominant medium.
• It sets the agenda and defines the importance of
  any subject
• It structures leisure time. 8 pm news, 8.15
  blockbuster, 10.15 late night show, 11.30 bedtime
• TV is used passively. Switch on, lean back
• TV is controlled by browsing the channels.
  Zapping is the preferred method for navigating
  and creating orientation.

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What happens by digitalization (1)?

• First Watching TV becomes more convenient.
• Receiving program information by zapping from
  channel to channel (on demand EPG)
• Recording TV shows on digital devices with only
  one click (hard disc DVR)
• Viewing recorded shows in DVD quality without
  having to wind a tape
• Recording shows automatically

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What happens by digitalization (2)?

• Second Watching TV is now only one choice
  amongst others. Instead of switching channels,
  people are zapping between media. Inter-media-use
  becomes more important!
• If theres nothing on TV, people switch to DVD or
  the Internet
• Information is sought after, not just received.
  The Internet sets the pace
• Passive entertainment is quality. Its used in a
  home theater environment (surround sound, wide
  screen)
• Active entertainment is collaboration, e.g. multi
  user games
• Besides this, communication is omnipresent
  People chat, talk, text while watching TV or
  surfing the web

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What happens by digitalization (3)?

• Third The audience is getting experienced
• People dont let the images wash over them, they
  switch off TV and do something different
• Digital TV users choose media / content regarding
  to their moods and expectations
• Usage of medium decreases, gratification of
  medium increases

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Media Cultivation

• Media Cultivation in digital TV usage shows 4
  dimensions
• Periodicity of usage is equal to old world
• Technical infrastructure is from a functional
  point of view equal to old world
• BUT Perceived quality of usage is
  significantly higher
• BUT Quantity of usage is significantly lower

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The NEW Viewer

• TV2010 research project assumes that the new TV
  viewer will become an experienced multichannel
  multipurpose multi-media user.
• The way of using TV within the mix of media will
  be oriented towards the experience people already
  made with the digitalization of office
  environments

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The Office-Experience

• The 3 stages of using PC and Internet
• Browsing files and web pages, supported by search
  engines
• Navigating via portals like Outlook (personal
  informations), SAP (enterprise resources), Yahoo
  (Internet contents)
• Collaborating with supportive tools like
  wikipedia (knowledge), youtube (video content),
  word (writing), explorer (data sharing), linkedin
  (networking)

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Browsing TV established!

• The equivalent of browsing in the office
  environment is zapping the TV channels
• Zapping is the dominant navigation method since
  the launch of private broadcast systems (Germany
  1984)
• Browsing / Zapping works as long as the content
  does not exceed the perception threshold

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Navigating TV in use!

• The equivalent of navigating in the office
  environment is the program guide with TV
  schedule informations
• Program guides are established in print and
  Internet for information seeking
• Program guides are in use as electronic program
  guides within the TV stream (set top box)
• Program guides work as long as the viewer knows
  what hes looking for

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Collaborating in TV the future!

• The equivalent of collaborating in the office
  environment is user generated content and
  content sharing beyond real-time broadcasting
• User generated content and content sharing is
  used in the PC world, but not in the TV world
• User generated content / sharing will work if
  hardware will support such kind of information
  handling

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Aspects on TV-Collaborating

• One major topic in collaboration is peer-group
  recommendation.
• 2 types of recommendation
• Nonpersonal recommendation
• Editors choice
• Statistics (charts, top 10)
• Personal recommendation
• One to one direct peer-to-peer communication via
  talk, e-mail, forum articles, private messages
• One to many private reviews
• Many to one system-based (technical, analytical)
  recommendation as a result of real life behavior

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TV-Recommendation Wanted?

• Editors choice One person with reputation gives
  Tip of the day NO!
• TV-Google Searching in EPG-database incl. match
  ranking YES!
• TV-Scout (Sceneo Watchlist) Filtering EPG data
  according to user settings YES!
• Personal playout center (Sceneo Best-of-24)
  Recording of recommended shows and play from hard
  disc MAYBE!

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Stage of Maturity

• Digital Forerunners (early adopters of digital
  TV) dont like restrictions, but like tools that
  help them control their media.
• Obviously the web experience is carried forward
  to digital living room
• Theres no longer lean back (living room) vs.
  lean forward (office), but media use by
  gratification independent from hardware
  environment and place

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Destination Digital

• If the Internet is the paradigm of modern media
  use, then
• everything about DRM will fail
• content is folk, community is king
• not the features count, but the design
• the society that leads will set the rules of
  business, technology, market share

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Thank you!

• For further information regarding the research
  project please visit our website www.sceneo.tv
• Or email to tom_at_sceneo.com
• Dr. Thomas Becker
• Group Executive Digital Home
• Head of Marketing
• Buhl Data Service GmbH
• Am Siebertsweiher 3/5
• 57290 Neunkirchen / Germany