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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Strategies for Public Service BroadcastingReachi
ng the People- Universality in the Digital
EnvironmentDavid 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).

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

• Yesterdays collective
• audience will be
• fragmented by
• New types of receivers
• New transmission systems

All the other content providers will have their
piece of the cake
PSB

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

Must - and can - PSBs still serve them all ?
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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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2 A Universal Availability- also via
Terrestrial Distribution ?
Cable
Controlled by multinational Gatekeepers
Satellite
Is this the last (though expensive) chance for
PSBs to reach their audience unhindered by
gatekeepers ?
Terrestrial
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2 B Universal Accessibility -
Gatekeepers and competing technical standards
PSB
User
MUX
SMS
CA
API
EPG
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 ?
Movies
Entertainment
Public Service
Public authorities
Portals
Internet commerce
Educa- tion

• 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) ?

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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
Sport
News
News
?
Music
Ballet
Entertain- ment
Documen- taries
Documen- taries
Movies
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





?





Public Service

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Elements of PSB-strategy for the digital
environment.
A.
B.
C.

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

EBU
EBU
EBU
EBU
EBU
PSB
PSB
EBU
PSB
EBU
EBU
EBU
EBU
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Thank you for your attention