moving towards the convergent media market
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Moving TV towards theconvergent media market
Bernhard Engel , German Television ZDF@ The European Television Symposium 2009Istanbul , Nov 5th, 2009
The European Television Symposium,Paris Nov, 4th – 5th 2010
Bernhard EngelGerman Television ZDF
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about and experience with convergent mediatechnologies
• Expectations for the future of media
Agenda
Moving TV to the convergent media market:Putting Text, Audio and Video together
Moving TV to the convergent media market:Three Levels to Success
Moving TV to the convergent media market:Three Levels to Success
• „Semantic“ convergence• Time sensitive availability of text, audio and video• Seamless, content driven navigation• Convergent search
• Convergence will vanish the „academic“ distinction betweentelevison, radio, daily newspaper and internet.
• Convergence will influence the relation between and the functionof mass media, social media and communication.
• Convergence of media is only a part of a global change throughnetworking and the digitalisition of society.
• Digital life and work is already used to organize day-to-day livesconveniently. media usage is a part of this process.
Convergence in the Digital World:Limited to the Media?
* „Digital life and work“ is a concept of Deutsche Telekom
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about and experience with convergent mediatechnologies
• Expectations for the future of media
Agenda
• NGN (Next Generation Networks)One network transports all services in an IP-based packet structure(„all-IP network“, including IMS (IP multimedia subsystem))
• Hybrid TVTV and online use different transport ways (broadcast and IP-baseddelivery) . The user has one device with a single user interface to use bothservices
2 Basic Concepts for TV in a convergent media market
2 Basic concepts fo TV in a convergent media market
TV in theconvergent media
market
NGN, „IPTV“
• MaLigne TV• BT Vision• T-Entertain• Aon• Fastweb• AT&T Uverse•…
Hybrid solutions
Industry initiativesPoprietary Systems
& CooperationsCE + www players
• Apple TV• Google TV• Panasonic Viera• Philips Net View• Samsung• Sharp• Yahoo• …
• TF 1• RTL• ZDF• ARD• …
• BBC• ITV• Channel 4• Five
youView hbbTV
Sources:www.tvover.netwww.hbbtv.orgwww.hbbtv-info.dewww.youview.com
• HbbTVHarmonising the broadcast and broadband delivery ofentertainment to the end consumer through connected TVsand set-top boxes
• YouView (former name: Canvas)Viewers will be able to watch programmes and listen todigital radio channels through their television via a specialset top box connected to an existing broadband internetconnection
Benefits of the Hybrid Approach
Sources: www.hbbtv.org and www.youview.com
The „Pure“ NGN Approach
Source: Stefan Arbanowski @ AGF Forum 2008Fraunhofer Fokus, The project Media Interoperability Lab is continued under the name FAME (Future Applications and Media)http://www.fokus.fraunhofer.de/de/fame/index.html
The HbbTV Concept
Source: www.hbbtv.org
HbbTV STB
DVB-S2 Tuner (C2 and T2 in preparation)Ethernet ConnectionConnection to the Display (HDMI/HDCP Content Protection)
The picture shows a VideoWeb 600S HD Receiver ~ 300 €
DVB-S2 EthernetHDMI
• If only the exposure to TV broadcasted content is relevant, actualmeasurement techniques will work, but in a convergent mediamarket expsosure to TV content gives probably not enoughinsights.
• If we want to understand convergent media usage we have to usenew techniques• NGN
„Follow a single point of control strategy“Network packet analyzer may be such a control point.Privacy issues and the interpretation of measured data arecritical
• Hybrid TVInternet activity and TV usage have to be measured seperately
Consequences for Television Audience Measurement (1)
• The „slices of measurement“ have to be redefined• If TV and internet is convergent (esp. If you have contextual
convergence), you have to measure it together• It‘s much better to seperate the measurement of media usage
„at home“, „mobile/OOH“ and „at work“ etc.
• A „usage context driven“ measurement approach gives moreinsights than a „media driven“ approach. Fusions of these slices areeasier with this approach.
Consequences for Television Audience Measurement (2)
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about convergent media technologies
• Expectations for the future of media
• Monitoring the process of Convergence
Agenda
Is Germany Ready to Move Television to the ConvergentMedia Market?
Source: TNS Convergence Monitor 2010, HH with at least 1 Person age 14-64, N = 1501GfK Retail: Flat TV with web content access sold units 10/08-09/10 (136000 sold units), related to the Convergence Monitor Universe
95
67
62 3 0
0
20
40
60
80
100
TVHouseholds
HH withinternet
access 0,7Mbit +
HH withinternet
access 16Mbit +
IPTV Web Radio /Wlan Radio
Flat TV withweb content
access*
STB with WebAccess
%of
hous
ehol
ds
?
136000units sold
since 10/08
22 %6 Mbit +
+ 4 % withVDSL andno TV set
Online Media Usage 2010
Source: mass communication 2010, N = 4503UK: Matt Jacobs, VOD Insights from IPA Touchpoints 3, July 2010
83
25
4 713
0
30
60
90
total online media moving PicturesOnline
audio acutal news
min
utes
perd
ayOnline TV UK:(Touchpints 3)
~ 15 min
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about and experience with convergent mediatechnologies
• Expectations for the future of media
Agenda
HbbTV: Ribbon Menues and Color Buttons
HbbTV: Ribbon Menues and Color Buttons
HbbTV: News Playlist & Search Engine
HbbTV: Enhanced EPG and Color Buttons
HbbTV: Enhanced EPG, Red Button, HighlightedSelection
HbbTV: Interactive Ad
HbbTV: Full Frame (partly transparent)
HbbTV: „Lazy“ Interactive www-ApplicationsCellphone like keyboard
YouView: Contextual Relevance
Yahoo TV Widgets: Open Business Model
HbbTV User Interface specification
HbbTV Setup and Live Show
Content Protection via HDMI/HDCP
Sorry for the poor video quality, but HDCP inhibits direct HQ recording(Test with Video Web STB 600, internet connection 50 Mbit)Video File is \engel.convergence.avi 3:45
DVB-S2 EthernetHDMI
T-Entertain: „Full“ IPTV
T-Entertain EPG: Seamless Choice of Services
Serverbased VoD
Realtime TV
Recorded TVPay VoD
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about and experience with convergent mediatechnologies
• Expectations for the future of media
Agenda
51
57
57
59
84
95
61
64
61
48
84
97
Internet over TV
IPTV
VoD
mobile Internet
HDTV
Catchup TV
some knowledge about … %
14-2914-64
Knowledge About New Media Technologies
Source: TNS Convergence Monitor 2010, persons 14-64, N = 1501
Knowledge about IPTVThe „involvement funnel“ for IPTV
Source : TNS Convergence Monitor 2010, N = 1501, household weightingHouseholds with a least 1 person aged 15-64 years old
100%
54%
5%2%
46%
49%
3%
all HH IPTV known plan to subscribe subscribers
noyes
Knowledge about HDThe „involvement funnel“ for HD
100%83%
28%15% 12%
17%
55%
13%2%
all HH HD known HD ready TV set HD receiver HDMI / HDintegrated
noyes
Source : TNS Convergence Monitor 2010, N = 1501, household weightingHouseholds with a least 1 person aged 15-64 years old
News (reading, listening, watching)
Video portals
Audio (donwload, streaming)
Catchup TV, TV Archives
Simulcast Radio (also on FM)
Special Web Radio
54%
66%
48%
23%
21%
16%
55%
35%
24%
14%
13%
13%
46%
21%
10%
10%
3%
3%
14-29 30-4950+
Type of media usage Usage at least once a month
User Experience convergent media usage (internet)
Source : TNS Convergence Monitor 2010, N = 1091persons aged 14-64, internet usage at least rarely
User Experience convergent media usage (internet)
Podcasts
UCG
(virtual) video rental
TV over IP (e.g. ZATTOO)
Internet TV Channels
14%
13%
4%
7%
3%
12%
5%
6%
2%
4%
3%
4%
3%
1%
2%14-29 30-4950+
Type of Media Usage At least once a month
Source : TNS Convergence Monitor 2010, N = 1091persons aged 14-64, internet usage at least rarely
15%85%
yes
no
Already used a TVprogramme after having
contact with the internet ?
Crosspromotion from Internet to TV
Source : TNS Convergence Monitor 2010, N = 1501Multiple response
15%85%
yes
no
Website TV channel
Advertising
Search engine
Online-TV-Programm
Video portal
Social network
33%
30%
19%
17%
13%
4%
Already used a TVprogramme after having
contact with the internet ?
Type of contact with the internet
Crosspromotion from Internet to TV
Source : TNS Convergence Monitor 2010, N = 1501Multiple response
Frage 50: Broadcast vs. On Demand >> Fragestellung: „Bitte stellen Sie sich einen ganz normalen Abend zu Hause vor. Was wäre Ihnen da lieber? Den Fernseheranschalten und die jeweiligen Sendungen und Programme anschauen, wann Sie im Rahmen des normalen Fernsehprogramms kommen? Oder selbst aktiv bestimmen, zuwelchem Zeitpunkt Sie welche Sendung des jeweiligen Genres sehen möchten?“Source : TNS Convergence Monitor 2010, N = 1501
Actual cinema movies
TV movies
Dokumentation
TV series, Drama
news
Sports (no live transmissions)
Show / quiz
Sports (live transmission)
Doku-Soaps
Daily Soaps
Telenovelas
39%
29%
29%
20%
19%
17%
14%
13%
11%
9%
8%
48%
61%
59%
48%
74%
45%
56%
53%
31%
23%
21%
On demand
Do not watch / don‘t know
brodcast
Broadcast or On Demand ?- User preferences by Genre -
• About Convergence
• 2 Basic Concepts for TV in a convergent media market
• German Key Facts
• Convergent TV (Examples)
• Knowledge about and experience with convergent mediatechnologies
• Expectations for the future of media
Agenda
68
46
43
42
TV at home on a large screen with high video andaudio quality will be important in the future
all media are available anywhere and anytime
all media content - moving images, pictures,audio and text - will be used in parallel
there will be one device that fits for all media
personal schedules - independent of broadcastschedule - will be more important
completely agree %
14-2914+
Completely agree to the following statements about thefuture of media in 2020
Source: Mass Communication 2010, N = 4503Top Box
68
46
43
42
71
48
44
39
TV at home on a large screen with high video andaudio quality will be important in the future
all media are available anywhere and anytime
all media content - moving images, pictures,audio and text - will be used in parallel
there will be one device that fits for all media
personal schedules - independent of broadcastschedule - will be more important
completely agree %
14-2914+
Completely agree to the following statements about thefuture of media in 2020
Source: Mass Communication 2010, N = 4503Top Box
74
68
46
43
42
75
71
48
44
39
TV at home on a large screen with high video andaudio quality will be important in the future
all media are available anywhere and anytime
all media content - moving images, pictures,audio and text - will be used in parallel
there will be one device that fits for all media
personal schedules - independent of broadcastschedule - will be more important
completely agree %
14-2914+
Completely agree to the following statements about thefuture of media in 2020
Source: Mass Communication 2010, N = 4503Top Box
TV at home on a large screen with high video andaudio quality will be important for the future
Thank you for your attention
Bernhard Engel , German Television ZDF@ The European Television Symposium 2009Istanbul , Nov 5th, 2009
Bernhard EngelGerman Television ZDF55100 MainzGermany
engel@zdf.de
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