Download - Deploying Digital (Terrestrial) Television in Europe. Do we need Public Policy?

“Talking about Europe” Lecturing Series

Deploying Digital (Terrestrial) Television in Europe.

Do we need public policy?

Roberto Suárez CandelResearcher and Lecturer

Department of CommunicationPompeu Fabra University – Barcelona, Spain

Universität Hamburg & Hans Bredow Institut

December 2nd, 2008


Roberto Suárez | Pompeu Fabra University – Barcelona, Spain

Deploying DTV in Europe

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Let’s the market do it!




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Let’s the market do it!

innovation

free competition

profitabilitydiversity

pluralism

qualityfreedom to choose




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Sarkozy proclaims “the death of the market dictatorship and the end of the impotence of public policy.”

La Vanguardia, 23/X/2008




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Broadcasting Public policy was legitimized by:

Public Interest: Pluralism, diversity, social representativeness, culture, national identity, etc.

Technical facts: Spectrum scarcity, infrastructures building and management, national security, etc.

Market logics: Entry costs, oligopolistic tendencies, access control, etc.




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50’s 70’s/80’S

Paternalistic Public Policy

Media Public Monopolies

70’s Crisis A new economic model

The peak of neoliberal ideology

Power relationships between the State and the Media

Internationalisation and convergence of markets

Homogenization of public policy

Information Society Agenda

Repositioning of the media within society/economy




1

70’s/80’s/90’s Transformation Vectors

Evolution of the role of the State within society

Provider Regulator Enabler




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70’s/80’s/90’s Transformation Vectors

Market Liberalisation/Competition

Deregulation

Non interventionism + co/self-regulation




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What about DIGITALISATION?

Technological basis for the Information Society

Transforms broadcasting convergence

Raises questions about the legitimacy/need/contribution of public policy

So it becomes a necessary / non reversible process




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What about DIGITALISATION?

Are public interest goals still attributed to television after its digitalisation? Is that necessary?

Does digitalisation transform television in such a way that public policy is not necessary to achieve those objectives?




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Policy legitimacy WHY

Policy need HOW / WHO

Policy contribution WHAT




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Policy legitimacy WHY

Policy need HOW / WHO

Policy contribution WHAT

Depends on political ideology

Depends on each platform particularities




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BUT…

…digitalisation has become ‘necessary’…

SO…

…failing is not an option!!




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The terrestrial platform is technologically inferior to cable or satellite.

Why should we continue using it?




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The terrestrial platform is technologically inferior to cable or satellite.

Public good

Public Service

Universal Service / Access

National market

Why should we continue using it?




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… but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process…




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… nevertheless, market-led strategies were implemented…





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… nevertheless, market-led strategies were implemented…


… but they failed!




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The terrestrial platform requires a different digitalisation strategy, which includes public

policy.

Governments and public administrations have accepted/assumed their responsabilities and DTT has become a case study of public

policy within the neoliberal scenario.

CAUSES & OBJECTIVES of digitalisation

Legitimation for Public Policy

Lack of coherence in the political discourse

Hidden agendas




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Supranational vs

National

Two public policy levels




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EU policy for DTT: guidelines, coordination and subsidiarity

Polyhedral nature of television

Multiplicity of policies and institutions

Variety of intervention perspectives and mechanisms

Diversity of policy instruments

Lack of consistence, coherence and effectiveness??




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Policy affected by neoliberalism and non interventionism, so focused on infrastructures and market behaviour interoperability, competition.

Harmonisation and soft policy instruments

Subsidiarity





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Coordination of the switch-off process in order to ensure the creation of a single European market

Ideological framework

Certainty and guidelines





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Sweden and Spain, two necessarily different approaches to a common issue

Why Sweden and Spain?




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Galperin (2004) / Hallin & Mancini (2004)

Why Sweden and Spain?




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• Legitimation of DTT and public intervention

• Policy decision-making structures

• Licensing and definition of a business model

• Planning of the transition from analogue to digital

Issues compared




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• Legitimation of DTT and public intervention

Similarities

Objectives: competition, pluralism and diversity

PSB and Universal Service

Hidden agendas maintain control over the television market

Differences

Public policy ethos




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• Policy decision-making structures

Lack of ARN

Political confrontation

Several political levels

Media parallelism

SPAIN SWEDEN

Distribution of responsibilities

Transparency

Collaboration




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• Licensing and Business Model

Certain lack of transparency

Clientelism

Replication of the analogue market

Post-switchover already defined

SPAIN SWEDEN

6 licensing contests

Short licenses

Transparency




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• Licensing and Business Model

From Pay-Tv to FTA

Different regional markets

Uncertainty about the future: Pay-tv?

FTA + Pay-TV (from encrypted to non encrypted)

Competitive and attractive offer




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SPAIN SWEDEN

• Planning of the transition

Regional basis

Focused on DTT

Public and Private players

Communication needs to be improved

Regional Basis

Platform neutrality

Independent Authority

Focus on Communication

Market collaboration




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SPAIN SWEDEN

Final remarks

• DTT implies a re-birth for national public policy

• Political tradition determines public intervention

• National media particularities are still relevant

One international issue, several national approaches




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• Terrestrial television still maintains its link to public interest

• Public policy is still necessary

• Industrial mechanisms to achieve social goals?




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Final remarks

Comparing national experiences allows detecting best practices, key drivers and obstacles.

Adaptation to national scenarios




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Final remarks

• Independence of policy actors

• Transparency

• Collaboration

• Communication

Common key elements of successful migration plans




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Final remarks

IAMCR 2008 - Stockholm Comparing Public Policies for DTT

DANKE!

Roberto Suárez CandelResearcher and Lecturer

Department of CommunicationPompeu Fabra University – Barcelona, Spain

www.robertosuarez.es

[email protected]

“Talking about Europe” Lecturing Series Deploying DTV in Europe

Download - Deploying Digital (Terrestrial) Television in Europe. Do we need Public Policy?

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