guy berger, rhodes university 2-4 february 2006 “the evolution of the media through...
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Guy Berger, Rhodes University2-4 February 2006
“The evolution of the media through convergence”.
“Dialogue between telecom and media regulation stakeholders in times of convergence: challenges and prospects for Africa”,
Cotonou, Benin, Panos Institute West Africa
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Looking ahead…
Scenario thinking:• “We overestimate the changes
that will occur in 2 years, but we under-estimate those in 10”. - Pete Rinearson
• Eg. CD in 2016?
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Coming up:
1. Origins
2. Converging industries
3. Device convergence
4. Production convergence
5. Money and mergers
6. Impact on regulation
7. Policy, law and regulation
8. Conclusion
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1. ORIGINS1. ORIGINS
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Currency of a term:
• The word arose in the 1990s.
• Part of the wave of the Internet
• Hype came with $$ signs …& went…
• Yet Internet continues to expand.
• Some aspects are slowly becoming commmercially sustainable.
• Convergence is coming of age.
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Convergence outgrows the Net
• Convergence today is not just about Internet – it impacts on the “old” mass media.
• As convergence grows, stand-alone & single media enterprises will not survive.
• = sustainability challenge to a small newspaper or radio stations AND to cumbersome state-owned broadcasters.
• Convergence affects ALL media: big/small, old/new, local/global, physical or electronic, profit/public-service, individual/institutional
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Concept:
• Convergence simply means the coming together of formerly separate things.
• But: “We are virgins” about “convergence”
• The complication is that it covers lots of processes …
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Foundation & floors
Culture
Finance
Regulation
Production+distrib
Devices
Media sector
ICT sector
Technology
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2. INDUSTRIES 2. INDUSTRIES CONVERGECONVERGE
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1. Ways of seeing …
• Services: Telecoms – voice & data• Media: content on many platforms• Focus: changing core business (eg. Google)• Corporate: mergers and alliances• Devices: fax-copier, camera-phone, phone-pda,
PC-TV• Mobile & fixed (note wireless ≠ mobile)• All are due to DIGITALISATION
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Converging tech, services, devices
Network
ServiceDeviceMobile
PDA
Phone
Credit card
iPod
Laptop
Camera
Broadcast
VoiceContent
VideoData
Enterprise
Management
BroadbandData Networks
PSTNIPWireless
Note:
Between AND Within
Source: Telkom
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A global network of signals
• Convergence means linking and merging in a common, integrated, system…
• But it’s NOT 100% seamless – there are different technical standards, languages, cultures, platform strengths. Therefore, differences persist. THUS:
• Convergence = patchwork of connections.
• NOTE: divergence does not disappear!
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History: once upon a time
telcom s I T m edia
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Computers infiltrate
telcom s I T m edia
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Internet is born:
telcom s
I T= I CT
m edia
I nternet
What was seen as a voice network grew to include data distribution between computers
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ICT&Telecom business blur
EBay buys Skype Google also into VOIP
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Two principles operating
telcom s
I T= I CT
m edia
I nternet
Traditionally: 1 to 1 comms
Many to Many comms (P2P) begins to emerge
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The media gets interested
telcom s
I T= I CT
m edia
I nternet
??
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Media joins the party …
telcom s
I CT
m edia
internet
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Adding a different principle
telcom s
I CT
m edia
1 to 1 comms 1 TO MANY = MASS COMMS
internet
many to many comms
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Using Internet for “new media”
telcom s
I CT
m edia
new m edia: W W W
TRIO now offers all 3 principles of comms:Eg. TV broadcasters display audience SMS
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Question?
Media joins the party – but … As an equal player – or, As subordinate to the Telcos? Or ICT
companies – (eg. Google News)? Who moves the most? And takes
over/on the character of the others in the process?
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But there’s more …
• Prominent in “media” is Broadcasters now transmitting content by telecoms.
• This is sending audio & video via cables (wired) on the WWW – streaming or downloadable.
NOW: the wireless WWW is fast extending where & when this content can be accessed.
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And more …
• There is also growth in non-WWW wireless publishing via GSM & 3G (SMS, MMS).
i.e. It’s convergence, but not IP-based!
• Plus there are non-broadcasters pushing “broadcasting” content on telecoms! Individuals, firms, political parties, telco’s…
• = Very different from the previously separate worlds of Telecom, IT and Media!
• = BIG competition for Satellite!
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Eg. Vodacom - 3G
SA cellphone firm now offering:
$2 a day access to MobTV–
E! Entertainment, FashionTV, Uefa Champs League, Sky News, Fox, Yebo Entertainment, Mini-soaps (eg. Sunset Hotel).
Telkom SA – doing trials on subscrip-tion TV via broadband cables.
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And yet more …
• Besides mobileTV on 3G, there’s also: IPTV (via wired or wireless Internet)
• Yet, there is not only Telecoms and Broadcasting convergence … as important as this is.
• There’s also convergence within the Media sector – eg. between Print & Broadcast, and Radio & TV. (esp USA)
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Plus …convergence:
• … between real-time transmission (traditional broadcasting) and time-shiftable content (used to be only with tapes, records, newspapers).
= (PVRs, Video-on-demand – which kills watershed hour regulation).
• … between content push & pull directions (= interactivity)
• … between consumers & producers.
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What goes at the Centre?
PDACell Phone
Cordless PhoneBase Station
xDSLAccess Point
InkjetPrinter
Scanner
Home Audio System
ComputerDigital Camera
MP3Player
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What goes at the Centre?
PDACell Phone
Cordless PhoneBase Station
xDSLAccess Point
InkjetPrinter
Scanner
Home Audio System
ComputerDigital Camera
MP3Player
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What goes at the Centre?
PDACell Phone
Cordless PhoneBase Station
xDSLAccess Point
InkjetPrinter
Scanner
Home Audio System
ComputerDigital Camera
MP3Player
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The Centre is variable!
PDACell Phone
Cordless PhoneBase Station
xDSLAccess Point
InkjetPrinter
Scanner
Home Audio System
ComputerDigital Camera
MP3Player
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Viewpoint: Mass media
telcom s
I CT
W W W
broadcast
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Other new media exploited
telcom s
I CT
broadcast
W W W ,em ail-new s-letters,PDAs,phones,billboards.
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Print & broadcast blur
telcom s
I CT
new m edia
broadcast
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Dog and tail
• Which platform is primary in general?• Who moves towards the other?• Who wags what?• In the whole converged media pack, what
platform is top dog?• In a given media company, what is the primary
platform?• What when “alien” players intrude?• Do we “protect” old media (PBS, National Telco) –
or should they have to compete fairly with others?
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Summing up:
• Telcoms and IT industry create Internet.
• Media industry joins the party, mainly with Internet, but also other new ICTs.
• Lines within the media industry itself start to blur.
• New competitors all-round: (eg. BT to buy ITV?; BSkyB already bought ISP Easynet)
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3. DEVICE 3. DEVICE CONVERGENCE CONVERGENCE
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On the consumption side
• Questions: – Top connected device: PC or TV? Lean forward or
back?– Convergence of Cellphone & Laptop/PDA?– True multi-media converges text, audio, etc.– Will it be “killer app”, killing off mono-media?
• Answers: – Devices multi-functional– Divergence survives
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Web didn’t kill “old media” star
• Divergence PLUS Convergence = future
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There will still be times when:
• Solo sound is sought after,• It will be most efficient to
communicate with text & still photographs,
• Couch potatoes will still want to have unidirectional AV content
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Looking ahead…
• Content may arrive on handhelds, electronic paper, smart TV, PC, fridge, car, clothing …
• It may ride on wired or wireless signals, and via Internet or non-IP technologies.
• In Africa 2016, volumes of content will come by cellphone:– Consumers increasingly have the device– There is a viable pay model in place –
unlike content distributed via the Web.
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Difference …
• New stuff will still fullfil classic functions of radio, TV, print
• But: content will be convertible between text, sound & image
• And: Some content will be blended as multi-media, where whole is greater than the sum of parts
• Plus: Much will be interactive.
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Movable feast
• Devices will offer fixed and mobile access.
• Global trends: Σ content, any time, any place … at a price. (What about Universal Service?)
• Ubiquity and speed of info will be hallmarks of Info Society.
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Summing up:
• Convergence does not annihilate all differences between devices/platforms,
• But it boosts inter-media co-operation: – Old – Old– Old – New– New – Old– Producers – Consumers.
• Requires portability & open access.• Multiple platforming ahead.
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4. PRODUCTION 4. PRODUCTION CONVERGENCE CONVERGENCE
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The re-making of media …
• Media as a sector:–Distribution convergence:
• Content re-purposing
–Production convergence:• Database publishing• Multi-skilling• Archiving
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Organisational: 1
television
m agazines
radio
newspapers
S etting up separate news-ops in offspring web & other platform s
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Organisational 2
television
m agazines
radio
newspapers
Bringing 'em back hom e:convergingnewsroom s
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Organisational 3
web
Fusion: converging com panies;integrated newsroom
television
m agazines
radio
newspapers
cm s
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Evolutionary levels:
• Level one: Media sector sharing content across platforms.
• Level two: Media sector sharing production across platforms – with increasing integration of newsrooms.
• Level three: Converged ownership?
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5. MONEY & 5. MONEY & MERGERSMERGERS
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Drivers of convergence…
History of Internet growth was due to US military, pornography, e-business.
= irony: gives Africa ICT4D & Democracy!
BUT: “The mere fact that convergence is a technical possibility does not explain why convergence is taking place now” - Hoogenboezem
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Economic drivers
• Produce once, publish countless times Content is costly to produce– Cheap to reproduce electronically– Repurpose for different platforms.
• Background of:– Fragmentation of audiences– Increased competition for advertising– Global and niche opportunities
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Digital economics
• Intellectual Property vs Commons• Editorial integrates with Adverts• E-commerce convergence into media• Subscription, pay-per-view• Customisation• Data-mining (consumer rights?)• Cross-promotion & branding
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Value chain elements:
1. Content (origination, production)
2. Services/applics (content packaging and design)
3. Transmission/delivery (eg. ISP, satellite, cable, mobile, wireless, broadband)
4. Consumer devices (eg. decoder, tv, pc, mobile, pda)
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Value chain today:
• Old:–Content creators + owners –Platform owners –Audience (Ads/Subs)
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Tomorrow: overturned?
• Now, SABC pays Sentech (signal distributor) to deliver its broadcast.
In future, Sentech may pay SABC for the content it seeks to deliver.
• Now, Johncom (newspapers) pays Telkom for bandwidth to deliver Internet content to customers.
In future, Telkom may need to pay Johncom for content to run on its pipes.
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Content folk in new food chain:
• New: channels & carriers dominate?:– Platform – Content creators + owners – Audience
• New: connectivity cheap, content???• New: disintermediation:
– Advertisers Audience (bypass Media)• New: consumers becomes producers:
– Audience P2P (& blogging).
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Summing up:
• Value chain is changing
• More platforms
• More producers, incl audience
= More competition
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Convergence & monopoly
• “Significant Market Power” becomes an issue –
Eg. Interconnect & common carrier status.
• Consumer Protection:– Tariff controls when there’s monopoly?
• Child protection:– What to do about porn online & on cellphone?
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6. IMPACT ON 6. IMPACT ON REGULATION REGULATION
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Who may do what, and how
Some Mass Media Areas:
Newspapers Radio TV
Telecoms Internet ISPs
Degrees of control:
REGULATION (eg. Licensing, censorship, police)
SELF-REGULATION (industry, codes of conduct)
LAISSEZ FAIRE
(market, citizens, parents)
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SA regulation: back then …
telcom s
I BA
broadcast
S atra
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Regulatory convergence: now …
telcom s broadcast
I casa
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Regulatory convergence: tomorrow?
telcom s broadcast
I casa
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SA 2005: Govt power
• Policy directions - Telecoms:– ICASA must follow everything.
• Policy directions – Broadcasting:– Limited to broad issues and to:
• Radio frequency spectrum• Local content • Universal service coverage targets
– ICASA must consider any policy direction issued by the Minister
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SA 2005: Regulations
• Making regulations - Telecoms:– ICASA regulations must be approved by the
Minister
• Making regulations – Broadcasting:– ICASA make regulations (not local content) – No requirement of Ministerial approval.
• Regulator council appointments issue.
• What power set-up prevails with convergence?
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Complications for 2006:
• New ministerial power – unconstitutional?• Licensing Content Producers?
– Will SABC need licence to broadcast through other means? Eg. Via Wifi spectrum?
– Offshore originators? Businesses? Individuals?
• Consumers?– Need to pay TV licence for viewing via PC or cell?
• Owners? – Cross-ownership? Foreign ownership?
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2006:Tech Neutral regulation?
• Should all (and any) channels equally attract:– Local content/ownership obligations?– Universal access?– Language mix requirements?– Electoral balance?
• Or should it be specific providers (eg. SABC, community broadcasters) who have conditions, irrespective of channel?
• Desirability of content regulation? Practicality?
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Regulate the regulatable?
• SA: 250 000 movies, 11m web pages
• Heavy touch vs light touch philosophy
• Penetration & scale as issues
• Joint regulation, self-regulation
• Active vs passive (fetch vs push)
• Media literacy & parental regulation?
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SA: draft licence categories 04
• Network facility provider: – cables, transmitters, satellites.
• Network service provider:– bandwidth, broadcasting.
• Application service provider:– telephony.
• Content applications provider:– various broadcasters.
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SA: final licence categories 06
• Network facility provider: – cables, transmitters, satellite transponder.
• Network service provider:– transmission systems
• Electronic Comms service provider:– (excl Content Providers; Broadcasting)
• Broadcasting service (Unidirectional)• Radio frequency licenses
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Summing up:
• A single regulator logical, but…
• Practicalities and complexities
• What model of power prevails?
• “tech neutral”, but not with classic broadcast!
• Regulating channels and/or providers?
• SA 2006: Licences for infrastructure, some services, but NOT for applications or content.
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7. POLICY, LAW, 7. POLICY, LAW, REGULATIONREGULATION
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Transition from “a” to “b” …
• Current licences were service-specific as well as technology specific:
Telecomms Broadcasting - PSTS - Free to air TV - VANS - Free to air radio - Mobile - Signal distribution
Aim: to licence different parts of comms chain.
Pressures of opportunity-cost led SA Govt to rush
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New SA laws now immanent
• Three year process replacing the old: – Icasa (regulator) law– Broadcasting laws– Telecom laws
• Convergence Bill -> Electronic Comms Act• Icasa Amendment Bill
• Problem: Lack of policy and process
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Culminates in 2 draft bills
No definition of “convergence” → major rewrite
Final law is very different to earlier Bills!
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Former Approach to Licensing
Fre
e to
air
Ra
dio
Te l
eco
ms
serv
i ces
Cel
lula
r se
rvic
es
Va
lue
ad
de
d s
erv
ice
s
Inte
rne
t se
rvic
es
This kind of old licensing = limited competition.
Fre
e to
air
TV
ser
vic
es
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Now - horizontal
Communication Network
Communication Service
Facilities/transmission
Applications
Conveyance of content across a
communications network
Content
Prepares content for conveyance across
networks
Everything that can be conveyed across network
Exempt
Class
Individual
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Bill’s classes of licenses
• Individual licences– Network services– Frequency spectrum licences– Broadcasting licences
• Class licences– Communications services
• No licences needed – Content producers
• A huge challenge for the Regulator to interpret what counts as services and applications.
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Summing up
• Very complex transition.
• Rushing convergence is false speed.
• Separate policy and law-making phases
• What principles should guide the Regulator in interpreting the law?
• There are longterm issues at stake – tech up-take, competition, investment, culture, freedom…
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8. CONCLUSION8. CONCLUSION
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Not end of story…media role
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SA: weak coverage
•Many reports come from press releases & official sources
•80% didn’t question/crit their sources
60% reports did not define convergence65% gave no background
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Highway Africa study (Catia)
Finding: Media silence re:
• Info Soc agenda-setting, • policy debate & formulation,• implementation, • monitoring, • review.
Kenya Mozambique DRC Nigeria Ethiopia Senegal
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Press, Policy, Regulation
• Convergence law & regulation in parts of Africa but sans prior policy to guide it.
• Let alone a policy framework that includes input from stakeholders in society.
• If media & regulators collaborate, they can highlight the debates & explicate issues.
• Give media regular briefings!• Let informed coverage bring public interests
& wisdom into the policy picture.
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Organised convergence!
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Merci! Thank You
Berger, G. 2001. Configuring Convergence. http://journ.ru.ac.za/staff/guy/fulltext/nrfboo8kisbn.doc
Online column: www.mg.co.za/converse
Highway Africa 10th conference: 11-13 Sept – regulators more than welcome!