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Page 1: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Hungarian Media

Page 2: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Hungary/Magyarország/Ungarn/Vengrija

A short introduction Geographic situation: In central Europe, the Carpathian

basin

Population: 10 million

Capital: Budapest, 2 mill.

Ageing, declining population (-14000/year)

Age structure: under 14 :15,3%, 15-64: 69,3%, above 65: 15,4%

Administrative state: 19 countys + Budapest

Page 3: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Voilá:

Page 4: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

What are we known about?

Page 5: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Printed press in Hungary Tipization of written press products:

By they’re content (political, economical, bulvar, etc.)

By they’re target group (female, male, family, teen, etc.)

Geographically (state-wide, county-wide, local)

Time between appeaarance (daily, weekly, monthly)

Page 6: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Interesting characteristics of printed press, and media in

general Socialist past socialist attitudes: strong

connections between politics and journalism

Readership of newspapers average compared to Europe

Monopol situation of county newspapers

Minimal coverage of foreign and international affairs, focus on inner politics/happenings

Page 7: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Current market situation The market is

changing, mainly because of the Internet

1,329 Billion copies of press products published in 2006

The number of different press products is decreasing since 2004

0

100

200

300

400

500

600

700

1. n.év

DailyWeekly2 WeeklyMonthlyOthers

Page 8: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Current market situationDaily magazines

The sold copy number of state-wide dailys is decreasing constatnly - especially political/public life themed newspapers

Bulvar/entertainment themed ones are doing better - but there’s oversupply on this market!

Local/county-wide newspaper sales didn’t decrease signifficantly

How state-wide are the state wide papers?

Page 9: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Current market situationWeekly magazines

Also a shrinking market

Bulvar/entertainment is the most profitable

„Quality” magazines are adopting to this

Less text, more/bigger pictures/ads, other editing „tricks” to save money

From the top 10 sellers: 3 Radio/Tv programme magazines, 2 entertainement/lifestyle/bulvar for women, 3 other bulvar/entertainment, 2 about politics/economics

Page 10: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Current market situationMonthly papers, magazines,

etc

Shrinking demand on this market too

Top 10 sellers include: 3 mags for girls/teens, 2 crossword puzzle mags, 2 lifestyle for women, 2 lifestyle/houses

Page 11: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

What am I talking about?

=150

>300

>300

=80

>100

>100

>80 !!!

Page 12: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Weekly & Mags

>300

=250

=280=110

>130=130

=80

>70

>65

Page 13: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

The publishers-market leaders

Ringier: (Switzerland) Less papers than AS, but leader in segments

sport, politics, bulvar/entertainment Brands:

Axel-Springer: Strong outside Budapest, in the countys Has the most county newspapers Very diverse and big portfolio Brands:

Page 14: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Smaller publishers

Sanoma Budapest:

Market leader in the weekly segment

Story, Nők Lapja, FHM, Cosmo

Modern Times Group

Metropol (Metro) free daily paper

Page 15: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

The future? Will internet kill the papers?- digital and

printed contents can make a good team- Blikk.hu, storyonline

Future content – More soap, drama & celebrities, or more serious talk?

Future journalism- more qualifyed reporters, who break free of the politicians influence, or does it get worse?

Page 16: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Fact&Figures and opinions about TV in Hungary Most important source of news In 100 households 148 tvs2007, TV in 99% of households 1/5 of the population doesn’t have cable->only 3 channels Rest:

Preferred shows by hungarian population:◦ Films, documentaries, amusment shows, quiz shows◦ Need for more quality shows in primetime, lack of international

culture

Szonda Ipsos 2006 (quantitativ and qualitativ) and KSH (=Hungarian Central Statistical Office) statistics

cable digital satellite

Costs/monthEUR

5-10 EUR 10-20EUR 0(start: 80 EUR)

Number of channels

around 20 Around 150 or more

Around 40

Page 17: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

TV time/day in a few countries in 2003

288

269265

261

250247

237 235 235 235 235 233230 230

160

180

200

220

240

260

280

300

Per

c/n

ap/f

ő

Forrás: Eurodata TV / Relevant partners

Page 18: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Number of TV channels/household

Szonda Ipsos Research 2006

Page 19: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Way of having channels at home

Page 20: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

From what age let parents their children watch TV?

Page 21: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

TV Channels in Hungary

Public Private/Commercial

Free MTV1 RTL Klub TV2

Satalite/Cable

M2 DunaTV/Duna II.*

Viasat3 Film+ CoolTV Sport1 Minimax

Plenty of foreign-speaking channels: RTL, Sat1, Pro7, BBC, CNN, RaiUno, TV5, Arte, RTRPlaneta, HRT etc.+local TV stations

Mostly for hungarian minorities abroad

Page 22: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining
Page 23: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

MTV – Magyar Televízió „Broadcasts value” Since 1954 New image in 2006 – ethnic motives&modernity Smaller and smaller audience – boring???

◦ More and more hungarian speaking channels on the market◦ Rather unpopular in the age of 18-49◦ No quality, no fun, no family◦ More audience among people with university degree

BUT:most trustful, objective, support of minorities Future: HD Quality MTV new image MTV new HD image

Page 24: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Evaluation of MTV

Szonda Ipsos 2006

Page 25: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

RTL Klub Market leader Bertelsmann – german company

◦ RTL, VOX, Premiere HUN - Népszabadság, RTL Klub Long-term thinking Hungarian GZSZ=Barátok közt Sport (Formula1, Football) Future: HD, new channels

◦ For women, for teenagers like in Germany◦ Waiting for changing the law

Dirk Gerkens, CEO – most influence in the media(Marketing&Media magazin)

Page 26: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

TV2 Ownership:

ProSiebenSat.1 ◦ Pro7, Sat1, N24, Kabel1

Main competitor of RTL Klub, but with a bit different portfolio, more attention to women’s taste

81,5% 16% 2,5%

ProSiebenSat.1 MTM-TV2 Kft. Danube Broadcastiing BV.

Page 27: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Prognose HD TV – higher quality More hungarian-speaking, tematic and

public channels Individual TV Till 2012 Support from the state? Online tv (Readon, serials in USA, index)

Page 28: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

MTV versus MTV The same name for both channels (hun)MTV turned to court against MTV

music Arguments of hun MTV:

◦ MTV=hungarian national chanell since decades◦ Delusion of customers◦ The 2 channels have nothing in common (quality,

values) MTV, music channel won in the first round

Page 29: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Advertising Income of private channels

◦ Public tvs also get state support 40,8% from the advertising budget2006

Crisis, decreased incomes from ad. On tematic channels tematic ads Usually louder, than the normal shows Time for advertisments in one hour

◦ public: 6 minutes◦ Private: 12 minutes

Page 30: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

A life without advertisments?

Utopia

The longer the best

Page 31: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining
Page 32: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

History of broadcasting

The Telefon Hírmondó (Telephone Herald ) was founded by

Tivadar Puskás (also translated as Theodore Buschgasch)

15th February 1893, with around 60 subscribers

office was located near Astoria first message from Puskás

was…

Page 33: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

„We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting

all over the world will start its victorious journey.”

"A new method of organizing and fitting a telephone newspaper „ Telefon Hírmondó had no wires of its own, the company built up a

network independent of the telephones lines used for conversation It divided the entire city of Budapest into twenty-seven districts (69 km) of wire, (1,800 km) in 1907 It collected the news using the methods commonly employed by the print

newspapers. The reporter would write the matter and submit it to the chief, who would sign it to fix responsibility

The complete programme of the newspaper would be attached to the wall above each subscribers's receiver, telling the subscriber what to expect at an hour

The "newspaper issue" would begin with a news bulletin and with summaries of newspapers. The afternoon schedule comprised "short entertaining stories", "sporting intelligence„ and the evening schedule consisted of theatrical offerings, visits to the opera, poetry readings, concerts, lectures and linguistic lessons (in English, Italian and French)

Page 34: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

From To Programme

9:00 AM Exact astronomical time

9:30 AM 10:00 AM Reading of programme of Vienna and foreign news and of chief contents of the official press.

10:00 AM 10:30 AM Local exchange quotations.

10:30 AM 11:00 AM Chief contents of local daily press.

11:00 AM 11:15 AM General news and finance.

11:15 AM 11:30 AM Local, theatrical, and sporting news.

11:30 AM 11:45 AM Vienna exchange news.

11:45 AM 12:00 AM Parliamentary, provincial, and foreign news.

12:00 PM Exact astronomical time.

12:00 PM 12:30 PM Latest general news, news, parliamentary, court, political, and military.

12:30 PM 1:00 PM Midday exchange quotations.

1:00 PM 2:00 PM Repetition of the half-day's most interesting news.

2:00 PM 2:30 PM Foreign telegrams and latest general news.

2:30 PM 3:00 PM Parliamentary and local news.

3:00 PM 3:15 PM Latest exchange reports.

3:15 PM 4:00 PM Weather, parliamentary, legal, theatrical, fashion and sporting news.

4:00 PM 4:30 PM Latest exchange reports and general news.

4:30 PM 6:30 PM Regimental bands.

7:00 PM 8:15 PM Opera.

8:15 PM (or after the first act of the opera) Exchange news from New York, Frankfurt, Paris, Berlin, London, and other business centers.

8:30 9:30 Opera

Page 35: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Hard times Number of subscribers was less

than 10 thousand In 1923 the 80-90% of lines were

damaged in a big snow storm During the World War II. the

Telephone Herald was used for political propaganda goals and for instance it broadcasted some of Hitler's speeches in live

In November 1944 when the Germans escaped from Hungary they burned all the radio transmitters and the broadcast started again only in May 1945

Page 36: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Magyar Rádió (MR, The Hungarian Radio Corporation) is Hungary's publicly funded radio broadcasting organization

1925 and 1993 With its headquarters in Budapest and

several regional offices is responsible for public service broadcasting throughout the Hungarian Republic

The corporation produces three nationwide Hungarian-language radio channels (MR1-Kossuth, MR2-Petőfi, and MR3-Bartók) covering the full range of public-service radio provision, a fourth channel (MR4) aimed at the country's linguistic minorities, (MR5) is a parliamentarian broadcast, while (MR6) provides regional broadcast in the studios of following cities: Debrecen, Pécs, Szolnok, Szeged, Miskolc, Győr

Page 37: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Flagship channel- classical music- young generation

Page 38: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Commercial sector I. In 1986 Danubius Radio started to broadcast exclusively in

German for the tourists visiting Hungary Juventus Radio dates back to 1988 when some entrepreneurs

took out a permit to creat a local channel. This radio station acclimatized in Hungary the aggressive- commercial-based approach of broadcasting after the American example. Music (which was for the first time selected by the potential audience) provides an example for the comtemporary commercial radio stations as well In 1991 the first prohibited, so-called- pirate radio, Tilos started to spread the word mainly in the underground genre because it didn’t get legal frequency

Since 2002 it is possible to hear them only on the Internet and ‘cable-air’

Page 39: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Commercial sector II. Media law from1996 created the

possibility to establish commercial radios freely and as a result in 1998 two new participants appeared on the market: the Danubius Radio, and the Sláger Radio

The owner of Danubius is the british Great West Radio and the Hungarian Wallis PLC., while Sláger’s main owners are the US company Emmis Broadcasting International Broadcasting Corporation and Credit Suisse First Boston Media Company

Competition in radio market is severe

compete for audiences age is a characteristic division line

Page 40: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

The market shares of the two major national commercial radios are about the same, with both Danubius and Sláger listened to by about 25 percent of 15+ audiences. Competition for audiences and advertising revenue among radios can be extremely strong, especially in a crowded market like Budapest.

Nowadays operate approx. 120 local radio station in the country. Most of them have similar image and are linked to a county or region network. The big cities generally

possess 4-5 local radio stations while the small towns one or two.

Page 41: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Composition of audience per settlement-type (2007, weekly listening, %)

29

25

25

22

29

32

33

16

24

317

29

48

1

19 20

42

11

26

33

Juventus

Kék Duna

Klubrádió

Rádió1 NETWORK

Egyéb vidéki helyi

Budapest Megyeszékhely Egyéb város Község

Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor

Page 42: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Time was spent with listening to radio

310292 289

302292 287 282

265255 250 247

0

50

100

150

200

250

300

350

400

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

ATS/perc

Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor

Page 43: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Audience share for 15 minutes (average on weekdays, per 1000 people )

0

100

200

300

400

500

600

700

800

900

6:00

-6:1

4

6:30

-6:4

4

7:00

-7:1

4

7:30

-7:4

4

8:00

-8:1

4

8:30

-8:4

4

9:00

-9:1

4

9:30

-9:4

4

10:00

-10:

14

10:30

-10:

44

11:00

-11:

14

11:30

-11:

44

12:00

-12:

14

12:30

-12:

44

13:00

-13:

14

13:30

-13:

44

14:00

-14:

14

14:30

-14:

44

15:00

-15:

14

15:30

-15:

44

16:00

-16:

14

16:30

-16:

44

17:00

-17:

14

17:30

-17:

44

18:00

-18:

14

18:30

-18:

44

19:00

-19:

14

19:30

-19:

44

Danubius Juventus MR1-Kossuth Rádió MR2-Petőfi Rádió MR3-Bartók Rádió Rádió1 NETWORK Sláger Vidéki helyi

Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor

Page 44: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Danubius

InfoRádió

Juventus

Kék Duna

Klubrádió

Lánchíd Rádió

MR1-Kossuth Rádió

MR2-Petőfi Rádió

MR3-Bartók Rádió

Radio Café

Rádió1 NETWORK

Roxy

Sláger

Sztár FM

Egyéb rádió

Otthon Autóban

Munkában Máshol

Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor

Place for listening to radio

Page 45: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Media organizations and news agencies

Page 46: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

National Radio and Television Commission

Act I. of National Parliament on radio and television broadcasting took effect on 1st February 1996

The Act established the National Radio and Television Commission (Országos Rádió és Televízió Testület = ORTT)

ORTT is an independent authority for the monitoring and control of radio and television broadcasters

Members of the Commission were elected for four-year periods in 1996, 2000 and 2004 on a parity basis by the agreement of political parties with Parliamentary representation

Currently it has six members, headed by the President who is nominated by the President of the Republic and the Prime Minister

Since 29th March 2004, Mr. György Kovács has filled the position of the President of ORTT

Page 47: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Construction & Legal background

Its operation is supported by the administrative staff (Commission Office).

The press and online media do not have separate supervisory organizations (the case to court)

Broadcasting content and ownership in electronic media are regulated by the Media Law and ORTT

ORTT also has a commission for dealing with complaints from viewers

The Media Law also imposes restrictions on ownership, but only for audiovisual media, not the press

Page 48: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Basic functions and international relations

♦ puts forth its opinion on the draft regulations on frequency management and telecommunication,

♦ performs the functions related to the broadcasting agreements, ♦ puts forward resolutions and suggestions for the principles of the

development of the Hungarian broadcasting system ♦ establishes and publishes the distribution and satellite transmission tariffs, ♦ publishes its concept concerning broadcasting-related frequency

management in the Cultural Gazette, etc.

The National Radio and Television Commission follows the internationalevents and trends relevant for the electronic media sector.It pays special attention to its co-operation with institutions of the European Union and with the European Platform of Regulatory Authorities (EPRA)

Page 49: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Journalist organizations

The main professional organisation for journalists is MÚOSZ, the National Association of Journalists Other smallers were founded as alternatives to MÚOSZ by Catholic journalists (MAKÚSZ = Hungarian Catholic Association of Press) and conservative journalists (MÚK), as well as sports reporters (MSÚSZ).

Newpaper publishers, including proprietors and employers formed the Association of Hungarian Newspaper Publishers (MLE)

while Online media set up the

Association of Hungarian Content Providers (MTE)in 2001

The Association of Hungarian Electronic Broadcasters (MEME) incorporates the largest radios and televisions

Page 50: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

The Association of Hungarian Content Providers (MTE)

A self-regulating body was founded in 2001 by Hungarian internet content providers  - including Index and [origo] – in order to be able to participate in the development of the Hungarian Internet business market with verified and professionally supported committments, and with the tools of self-regulation

It is a certain effort of MTE to achieve that the Internet be regulated with the smallest state intervention possible that is why it created the professional code of internet content providing, and the code of ethics

Page 51: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

& Participants: the decision-makers of electronic media,

professionals and politicians from the public area and government as well the representatives of commercial

and advertising sectors plus the world's most prominent Internet and media moguls

The All Hungary Media Group is Hungary's most innovative foreign-language publishing network.

Its mission is to provide high-quality and relevant English-language content to readers living in, visiting

or interested in Budapest and Hungary

Page 52: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

All Hungary has adopted a targeted online publishing strategy based on several websites, each designed to

engage one or more of the very different demographic groups that

together make up the English-speaking audience for news and

information about Hungary

Page 53: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Hungarian News Agency Corporation = MTI(Magyar Távirati Iroda)

Two stenographers Géza Egyesy and Hugó Maszák founded the Hungarian News Agency at the end of 1880, which began operating in early 1881

It would be nationalised after 1918 however due to the World War II. had to suspended its operations again

Since 15 July 1997, the Hungarian News Agency operates as a corporation owned wholly by the Hungarian Parliament and its current President is Mátyás Vince

 MTI’s main mission is to ensure that the widest possible audience takes advantage of high quality services

MTI delivers news from all areas, featuring important international and national political developments, business events, sports or lighter news pieces and it has very good archives contain previous news reportings, press photos and graphics; the database includes events, organisations, and institutions too

Page 54: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Digitalia & opinion Most of Hungarian

newspapers, weeklies and magazines have online editions, and a selection of Hungarian radios can also be listened to online

Among online available portals that offer news and other services, two major ones emerged as market leaders; [origo] and Index

Question: Proliferation of the new ICT (Information & Communication Technologies) and Internet will enhance the state of the world? Advantage or disadvantage?

Page 55: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Internet „The Internet is not just one

thing, it's a collection of things - of numerous communications networks that all speak the same digital language.” /Jim Clark/

„The Internet is so big, so powerful and pointless that for some people it is a complete substitute for life.” /Andrew Brown/

Page 56: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

How big impact does the Internet have on person’s life?

Page 57: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Internet users Hungarian Central Statistical Office

(2006):Target group: 16-74

years old48,5 % =>

ca.4,8 million people Repartition between

the genders ===

Page 58: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

What is the Internet used for?

Az adott szolgáltatást legalább hetente használók aránya a legalább hetente internetezők körében

98%

74%

74%

44%

37%

31%

26%

23%

20%

17%

15%

13%

9%

8%

8%

4%

e-mailezés

közösségi oldalak

híroldalak olvasása

kép vagy videómegosztó oldalak látogatása

fórum olvasás

chatelés

internetes rádió

blog olvasás

fájlcsere

internetes telefonálás

fórumba írás

internetes TV

feltöltés kép vagy videómegosztó oldalakra

kereskedés online piactéren

saját honlap szerkesztése

saját blog írása

2007. második félév (2.510.000 fő)2008. első félév (2.653.000 fő)

The number of the Net users, who are using the Internet at least one time a week, was 2,510,000 persons in the second half of 2007. It increased to 2,653,000 persons in the first half of 2008. The 85% of the respondents use the Net most often at home, 13% of them use it at work. According to the Net-connection, 86% of the respondents use the wide-band Internet, 4% of them use a dial-up, modem and it’s also 4% using the mobilinternet or wireless net.

Source: GfK Hungária Internet Insight Report 2007-2008

Page 59: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

•45% of users visit web site in foreign language and(!) read foreign-language texts also. 24% of users visit the foreign-language but only to watch pictures, videos.

•60% of users have already read about a sort of products or services on a foreign-language pages

•31% of the surfers use only Hungarian pages

•80% of the on-line shopper have not shopped any product from abroad yet.

* source: Internet Insight Report 2007.

Is the world wide web local or global?

Page 60: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining
Page 61: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Magyar Telekom= Matáv – the beginning:Matáv Hungarian Telecommunications Company Ltd. was established on

December 31, 1991.Until the end of 1993 the company remained a fully-owned state company.

Privatization Tender:1st contract: on December 22, 1993 MagyarCom, a consortium of two

telecommunications companies, Deutsche Telekom and Ameritech International (AT&T) acquired 30.1% ownership of the national telephone concession transferred on a mandatory basis to Matáv and the increased equity – for USD 875 million.

In the 2nd round of Matáv’s privatization MagyarCom obtained majority ownership of Matáv. The ownership share of the two consortium companies increased to 67.3%.

According to a shareholder agreement between AT&T and Deutsche Telekom on July 3, 2000 Deutsche Telekom bought AT&T’s 50% ownership share in MagyarCom. As a result of the change in MagyarCom’s ownership structure, Deutsche Telekom’s ownership share in Matáv increased to 59.52%, the remaining 40.48% are held by the public, while the Golden Share (5,57%) is held by the Hungarian state.

Page 62: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Magyar Telekom= /2 In March 2004 Matáv’s Board made a decision to change Westel’s name

(Westel= mobilphone supplier comp.)and join one of the world’s leading mobile brands, T-Mobile. Since May 2004 the company’s official name is T-Mobile Hungary Ltd. It remained a fully-owned member of the Matáv Group.

On May 6, 2005 the Matáv Group was renamed Magyar Telekom Group in the largest rebranding in Hungary so far. With the integration the advantages offered by a global background are directly accessible also for Hungarian customers thanks to the Deutsche Telekom Group’s experience.

The Magyar Telekom Group members, T-Com (earlier Matáv’s Wireline Services LoB), T-Online, T-Mobile, T-Systems (earlier Matáv’s Business Services LoB) and T-Kábel (earlier MatávkábelTV) jointly offer the full range of telecommunications for residential, SME (small and medium enterprises) and large corporate customers.

2007: T-Online Hungary’s web and content services business area operate under the name [origo] Media and Communications Plc. as a Magyar Telekom Group member company.

Page 63: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

TOP 10 sites in Hungary

1. Google2. iWiW3. YouTube4. [origo]freemail5. [origo]6. T-Online7. Myvip8. Lap.hu-Startlap9. Windows Live10. Citromail.hu

Resource:http://www.alexa.com/site/ds/top_sites?cc=HU&ts_mode=country&lang=none

Page 64: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

[origo] The owner: [origo] Media and

Communications Plc. There are:A lot of news (up-to-date, in every minute –

reliable, objective)A lot of topic (politics, sports, trade, „for

woman”, car-business, technology, …)

Page 65: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Freemail Usual mailing system – since 1997 Free of charge, in Hungarian language It was the first mailing service 2009 march: 3,548,488 mail-boxes

Page 66: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

- the success story What is „iWiw”? 2008 June: 3,5 million users

iWiW = the „Hungarian Facebook” Founders: Zsolt Várady and Márton Szabó

Page 67: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

„Don’t you have ‘iWiW’? Actually, you don’t exist.”

iWiW (abbreviation for „Internet Who is Who”) is a Hungarian social networking web service started on April 14, 2002 as WiW (Who Is Who). The site is invite-only. Every user can provide personal information such as the place they live in, date of birth, schools and universities they attended, workplaces, interests and pets. One can find friends by a search tool or looking through one's acquaintances' acquaintances.

On October 26, 2005 the system was rebuilt from scratch and got a new name (iWiW). The most important changes are the multilingual interface , listings, photo upload and a special Java applet to visualize the connections.

On 28 April 2006, T-Online, the net branch of Magyar Telekom, has purchased iWiW for almost one billion HUF (about 4.7 million USD). Users expressed concerns that their personal data may be sold to telemarketers or used for other purposes potentially hurting their privacy. Because of fears for abuse by the Hungarian telco giant, several iWiW clones and unrelated Hungarian social networking websites appeared or gained in popularity since the take-over.

On July 18, 2006 the iWiW had 1 million users and on December 18 it reached 1.5 million. 2008 june: 3,5 million persons.

Page 68: Hungarian Media.  Geographic situation: In central Europe, the Carpathian basin  Population: 10 million  Capital: Budapest, 2 mill.  Ageing, declining

Thank you for your attention!