Download - Field Study Report for RTHK
RTHK Group
RTHK GroupLi Shumin
Fiona
Zhu RuoyuCarol
Hu Qingxin Grace
Li Jun Jessie
Xia Ying Firefly
Agenda TodayIntroduction
PROTEIN
Five Forces Analysis
Suggestions
Introduction
Global economic integration and application of new communication technology
Whether to rescue its public broadcasting institution or to push it to liberalization and commercialization?
In Hong Kong, the only public broadcaster is RTHK.
• DAB (Digital Audio Broadcasting)• Free-to-air Digital Terrestrial Television (DTT)
broadcasting service• New Media Department
Company visit
PROTEIN
PlayersA government funded radio station and TV program production organization in Hong Kong
RTHK produces 1000 hours of programmes each week, operates 7 FM/AM channels.
RTHK also produce TV programs to air on the 2 TV broadcast stations in agreed time slot. RTHK has full control over the content.
PlayersDistribution of Radio Programmes
Players
Sustainability
Public accountability
Institutional independence
Operational flexibility
PlayersPublic Views
• HKU public opinion poll (Mar 2006):
A vast majority (68.6 %) agreed that a public broadcaster should be governed by a body independent of the Government
• Other views :
Status quo, privatization, propaganda arm of the Government
One of the biggest and most respectable media corporations.
Monopolize the radio and television industry in Britain for a long time.
Extended services: book publishing, newspaper, English-learning and Internet news.
Players
PlayersThere are many BBC radio channels all over Europe.
BBC World Service.
BBC’s advantage over other channels:
1. Multi-structured integrated production capacity
2. Exploiting the synergies integral to its news-gathering activities
Players
• Two terrestrial television services• Two satellite television • Three radio networks
Japan’s national public broadcasting organization
PlayersThe services of NHK WORLD consist of the following four categories:
• NHK WORLD TV — International TV broadcasting in English
• NHK WORLD PREMIUM — International TV distributing in Japanese
• NHK WORLD RADIO JAPAN — International radio broadcasting (services in 18 languages)
• NHK WORLD INTERNET SERVICE (services in 18 languages)
Revenue Model
Public Funding Sources
• Direct Government funding
• Revenue from programme sales and commercial sources
• Mixed funding sources
Revenue Model
Comparison of public funds received by different public broadcasters
Revenue Model
Government Funding in the Past Five Years
100 200 300 400 500 600 Founding Received
Revenue Model
Financial provision in ETV28.2 Financial provision in New Media
Financial provision in Radio233.7
23.8
Financial provision in TV
332.3
OperationOrganization
New Media
Radio
TV
Operation—
Organization Organization
Program
RadioProgram
producingTV Corporate
Business
TV Programming & Administration
Public & Current Affairs
ProgramsNew Media Corporate
Business
Developments
Operation — New
Media13 Persons =3 Design. 4 Technology. 6 Content
Studio-Production
Website
Mobile App
Studio-Production• Self-produced<E-learning Program>UGC: “unusual journey”
• Re-production: special project from TV & Radio program
< Material Adding; Interactive>
Operation --Radio
StudioProduction
• Talk Show • News• Music
Mixing & Broadcast
Station
• Radio Tower• Editing, Mixing
and conversion
> Streaming Service> Website Download> Podcast> APP
Web Server
-- 7 FM Channels to fit different needs.
Operation-- TV-- no TV channel nowJan 2014 their own channel will start operating
>Programing—RTHK produces public affairs television programs which are broadcast by Hong Kong's two commercial television channels, TVB and ATV.
>Broadcast on the websiteTV & Radio programAverage more than 30W visits
Technologya. DAB
• extraneous interference
• perceptual audio coding• sound of CD quality• efficient use of spectrum• all sorts of information
newly assigned spectral bands OFTA香港电讯管理局office of the Telecommunication Authority
117,865,000(1億 ) constructing
Technology
• Lyrics• Street maps• Parking information• Local hazard warning• Traffic flow
Technology
HK market•One channel covers the whole city
•Price:100+ seldom installed in cars and taxis
Technology
b. Encoding
Conversion process is done by modems and codecs
Technology
c. APS
Automated Publishing System • Detailed description (who, what, whether)
• Automatically published online
• Key concept: to control scheduling and costs by better content management.
• Manpower & Time Saving
Technologyd. audio
streamingNew format
• 1994-the first radio station in Hong Kong to offer Internet streaming
• 2004-All channels of RTHK broadcast 24-hour live on the Internet
• High Quality audio stream format
Screen size & connection speed---different file size
Crashes Buffering
increase audience base
Crashes
Crashes
Crashes
Buffering Buffering
Buffering
Buffering
Technology
Page Views 145,525,630 4,694,375
Visits 9,576,417 308,917
ive Streaming Hits L 31,995,068 1,032,099
Catch Up Media 20,117,816 648,962
International Visits % 30.1% -
Visits from Hong Kong % 69.9% -
Audience is online
Technologye. RSS in podcast
Element Description Example
Title The name of the channel. It's how people refer to your service. If you have an HTML website that contains the same information as your RSS file, the title of your channel should be the same as the title of your website.
GoUpstate.com News Headlines
Link The URL to the HTML website corresponding to the channel.
http://www.goupstate.com/
Description Phrase or sentence describing the channel. The latest news from GoUpstate.com, a Spartanburg Herald-Journal Web site.
• Really Simple Syndication: Web content syndication format• Subscribe' to content and have updates automatically delivered to you• Access frequently updated content on the Internet
Technologyf. Geographic Blocking
Content bought from other production house
Technologyi. Backstage control for
UGC content
• Every content generated by the user will not be censored and filtered
• There is no gatekeeper • No delete from backstage• An open and free platform for talents
and ideas to share
Intellectual Property One department takes the responsibility for copyright.
• Archive –with no copyright infringement• Music played in live broadcasting- 10,000 for CASH.• Content bought from other production house- only be streamed within Hong Kong • Sell Content- Commercial use: several million HKD/year license fee. Noncommercial use: Just let them know
Ecology---Originator
Radio Department (DJ, guest speaker, reporter…)
TV Department (producer, director editor, host, journalist…)
New Media department (content creator, designer)
PublicIndependent production studio TV network oversea
RTHK & government department
Ecology---Producer
RTHK Hire staff (Radio/TV/New Media)Pay music royalty feeDeliver content on website/APPsManage podcastsDVDCharge Royalty
Ecology—Distributer & Syndication
Radio
TV
Website
Smart TVDVD
Oversea TV station
APPs
Ecology---Consumer
Home ( Radio, TV set)
PC
Mobile
Podcasts
Ecology Overview
Anytime Anywhere Any device
Home
Music
Radio Program DJ
TV Program producer
New media designer
Website
Radio station
Local TV station
APPs
Podcasts
DVD
Smart TV
CASH HKMobile
PC
PC+MobileOversea
TV stations
Syndication
Next
Digital Terrestrial Television (DTT) broadcasting
• This service will tentatively provide three television channels (namely Channel's 31, 32 and 33).
• Signal testing of the channels is now underway.
• the RTHK’s DTT broadcasting service will be formally launched in 2018.
NextCombination with mobile devices
• further develop mobile applications and podcasting to enhance the services to users of mobile devices
• add more mobile applications to support smart phones and smart televisions with different operating systems
• do more research on new coming wearable devices with
a view to reaching out to young and new audience.
Five Forces Analysis
Threats of the New Entrants
Internet Radio Station
D100
Rivalry among Existing Competitions
Not that fierce
The Bargaining Power of Buyers
• Non commercial organizations and individuals: free
Commercial buyers of their contentI. Reach a consensus about when\where\how the
program will be broadcastII. Any buyer wants to title sponsorship will be prohibitedIII. Advertisements inserted in the content must abide to
local laws
RTHK will charge a bit sum of money for thisCommercial use, but it’s usually not much
The Bargaining Power of Supplier
TV content industry
Famous production company/studio ---
Strong replaceability
Competitive
In general---
Strong
not strong
Threats of Substitutes
• Two substitutes in music domain:
• Podcast
• Douban FM
Suggestions
Program Commission
Category Optimization
Overseas Market Expansion
Social Network Promotion
Q&AThank you