presentazione al convegno
TRANSCRIPT
47.0 46.444.9 44.3 43.3
43.2 43.0 43.943.0 41.9
2.72.42.21.82.0
8.87.8 6.56.26.6
5.64.12.5
--0
5
10
15
20
25
30
35
40
45
50
2001 2002 2003 2004 2005
Rai
Mediaset
La7
Other terres.
Other sat.
Dth viewers37%
Dth viewers63%
The growth of multi–channelThe growth of multi–channel
+ 1.5
Source: IsICult analysis on Auditel/ Eurisko figures
All-day ratings in Italy, 2001-2005 (in %)All-day ratings in Italy, 2001-2005 (in %)
Satellite viewers, april 2006 (individuals)
Rai and Mediaset continue to lose their audience
Other terrestrial TV channels are keeping steady
With the success of Sky Italia, sat TV increases 1.5 rating points in one year
Satellite is the main multi-channel platform, with over 21 million users
Sky Italia had nearly 3.8 million subscribers in July 2006
Sky viewers
65%
Fta viewers
35%
1.2
15.1
8.7
30.5
7.3
28.2
10.6
2.1
11.68.9
26.1
7.3
24.3
9.3
Tg1 Tg2 Tg3 Tg4 Tg5 Studio
Aperto
Tg La7
News in the generalist channelsNews in the generalist channels
1.8
22.2
27.7
12.1
8.1
26.6
17.2
2.7
20.4
14.611.7
7.910.0
23.9
Tg1 Tg2 Tg3 Tg4 Tg5 StudioAperto
Tg La7
Audience ratings of Italian
news prove the success of TV
information
In the evening edition, 60 %
of the viewers on average
watch one of the 3 news
programmes at the 8pm slot
+ 7,3
+ 7,6
+ 2,7
+ 5,5+ 4,2
+ 4,4
+ 3,5
+ 3,9
In the morning edition, 5 news
are at least 2.5 rating points
higher than channel’s average
13:30 13:00 14:20 13:30 13:00 12:30 13:00
19:0019:0020:3020:00 20:0018:3020:00
Morning edition’s news bulletins ratings 2004 /05
Evening edition’s news bulletins ratings 2004 / 05
The morning editions of Tg1
and Tg2 gain more than 7 rating
points against the average in the
same time slot
Source: IsICult analysis on Auditeland Geca italia figures
+ 36,4 %
Average weekly audience, 2005–2006 (in .000)
News channels are the second most watched genre in the satellite habitatAverage weekly audience increased 36.4 % in a yearAmong News channels, current affairs channels registered an average weekly audience of 8.7 million; economic channels had 2.2 million
Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded(*) waves: Feb – Apr 2005, Sep – Nov 2005, Feb – Apr 2006Source: IsICult analysis
7.5 6.6 6.7 6.4 5.8 5.2 4.2
7.9 7.3 7.5 8.76.3 5.6 4.9
10.1 9.0 8.9 8.9 8.56.6 6.1
0,02,04,06,08,0
10,012,0
Spring 2005 Autumn 2005 Spring 2006
Genres prerfomance on satellite channelsGenres prerfomance on satellite channels
Channel Broadcaster Country Languages Genre Dtt Sat
(Sky) Sat
(Fta) Iptv
(Fwb) Iptv (Atv)
Mob. (Tre)
Mob. (Tim)
Subscribers (in ,000) 3,800 3,800 2,200 190 n.a. 150 n.a. Rai News 24 Rai It Italian Generalist √ √ √ √ Sky Tg24 Sky Italia (News Corp.) It Italian Generalist √ √ √ √ Euronews Secemie (Rai 21,7 %) Eu Italian Generalist √ √ Class News Class Editori It Italian Economy √ √ Class / Cnbc Class Editori 60 % It Italian Economy √ √ 24 Ore tv Il Sole 24 Ore It Italian Economy √ Bloomberg Bloomberg L.p. Us Italian Economy √ √ Eurosportnews Tf 1 Fr Italian Sport √ Bbc World Bbc Uk English Generalist √ √ √ √ Sky News BSkyB (News Corp) Uk English Generalist √ Cnn International Time Warner Us English Generalist √ √ Fox News Fox Ent. Group (News Corp.) Us English Generalist √ Cnbc Europe Nbc Universal Us English Economy √ Lci Tf 1 Fr French Generalist √
The offer of all-news channels in Italy
The offer of all-news channels in Italy
Only 2 national generalist all-news channels
Source: IsICult analysis
14 info-channels8 current affairs channels5 national channels2 current affairs national channels: Rai News 24 and Sky Tg241 current affairs channel on Dtt: Rai News 24
Note: weather channels are excluded; only dvb-h offers are taken into account (Umts offers are then excluded)
0
500
1.000
1.500
Average weekly audience 2005 – 2006* (in .000)
Average daily audience, spring 2006 (in .000)
Note: the figures refer only to the satellite habitat; other multi-channel platform, such as Dtt are excludedSource: IsICult analysis
01.0002.0003.0004.0005.000
Spring 2005 Autumn 2005 Spring 2006
Sky Tg24 is the leader in the news segment
Weak position of the “economy” channels
Remarkable performance of Sky News and Eurosportnews
Strong performance of Sky Tg24, with an increase of 65 % in one year
The gap between Sky Tg24 and Rai News 24 increased throughout last year
Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded(*) Spring 2005, Autumn 2005, Spring 2006Source: IsICult analysis
News channels prerfomanceNews channels prerfomance
5
4
2 2
1
Italy Usa Uk France Europe
Composition of all-news offer (1)Composition of all-news offer (1)
8
5
1
Current affairs Economy Sport
8
5
1
Italian English French
Only one-third of the channels is Italian Strong Usa presence, with 4 channels
6
The place of origin of all news channels
The genre of all-news Languages of all-news channels
Nearly half channels are in foreign languages
Source: IsICult analysis
Source: IsICult analysis Source: IsICult analysis
All-news channels have only 3 genres Prevalence of current affairs channels 5 channels of ecomony
2
2
2
1
1
8
3
2
5
1
1Total
Europe
France
Uk
Usa
Italy
Current affairs Economy Sport
8
1
4
3
5
1
4
1
1
Total
French
English
Italian
Current Affairs Economy Sport
The channels’ genres according to place of origin
The channels’ genres according to language
Source: IsICult analysis
Source: IsICult analysis
Composition of all-news offer (2)Composition of all-news offer (2)
Only 2 Italian current affairs channels against 5 foreign channels (Euronews included)
Only the sub-genre “Economy” is produced by Italian broadcasters
Stronger presence of English over Italian spoken channels
4 economic against 5 current affairs channels
dtt Sky sat fta Fastweb Alice Home Tv Tre Tim
The market leaders: Sky Tg24The market leaders: Sky Tg24
59%
3%
5%
19%
8%6%
News bulletins
Sport magazines
BusinessmagazinesCultural magazines
News magazines
Politics magazines
Programming split per genre (in %) Launch: Aug. 2003 Personnel: 300 (100 journalists) Offices:
- 9 national- 6 international
Budget: ~150 mln Euros * Audience: 1,352,000 av. daily viewing
Production: 5,800 h/year Interactive service “Sky Active”: 6 windows (current programme, main issues, weather, sports, show-biz)
30’ news bulletins every 30’, 4 one-hour bulletins Formats: Sky Tg pomeriggio, Miaeconomia, Capitani di impresa, (F.a.d.) Fashion, Art e Design, Controcorrente Available in Dvb-h Mobile Tv mode (Tre and Tim)
Source: IsICult analysis on Sky figures(*) IsICult estimates
The market leaders: RaiNews24The market leaders: RaiNews24
dtt Sky sat fta Fastweb Alice Home Tv Tre Tim
Production: around 3.800 h/year Interactive services: on Dtt Newsgathering based on Bbc model Terrestrial window on Raitre every night (02:00-08:05) 15’ news bulletins every 30’ 30’ time-shifted edition of the evening terrestrial bulletins (19:30–21:00) Format: Macrosfera, Next, Pianeta Economia, Superzap, Decoder, Atlante, Scirocco, Shownet
Launch: Apr. 1999Personnel: 135Offices:
- 21 national- 11 international
Budget: 30 Mln. EurosAudience: 726.000 av. daily viewing
(*) IsICult Estimates
Net average annual weekly reach (.000)
2,500
2,0691,900
2003 2004 2005
Source: IsICult analysis on Rai figures
It is broadcasted on DttInteractive services on DttStrong sinergies with the 3 main terrestrial channels
Comparison between the market leadersComparison between the market leaders
+Main position in Sky’s channels listGood trend of Sky brandUser friendly full screen format
-Sophisticated multi-screen formatVery high-profile targetWeak identity and low appeal
+
Average weekly viewing 2005-2006 * (in .000)
Note: (*) Spring 2005, Autumn 2005, Spring 2006Source: IsICult analysis
-It is not broadcasted on Dtt and Fastweb IptvLow experience
2.8
3.5
4.6
2.32.5
3.1
0500
1.0001.5002.0002.5003.0003.5004.0004.5005.000
Spring 2006 Autumn 2005 Spring 2006
Sky Tg24
Rai New s 24
1) Short Term: high competition on Dtt platform:
Mediaset will launch news channel late this year on Dtt
And now? / 1And now? / 1
Possible re-launch, re-branding of Rai News 24
Possible launch of Sky Tg 24 on Dtt platform
(depending on the Antitrust barriers to Sky Italia)
And now? / 2And now? / 2
2) Medium term: new entrants in the current affairs news market
3) Long term: new players on new genres:
Sport news channels
Webcasting / UnicastingWeb Mobile (Umts) Iptv
Sat
Dtt
Broadcasting
About IsICult