Post on 21-Dec-2015
The Nordic Approach to DTTFrom the perspective of a public service broadcaster
Peter Looms Danish Broadcasting Corporation
Conference onPOLISH ELECTRONIC MEDIA POLICY ON THE EVE OF ACCESSION TO THE EUROPEAN UNION
Warsaw 29th March 2004
Who I am and what I do 1/3
Altid Sport
Full-time consultant at DR, a public service broadcaster - “to inform, educate and entertain”Strategic planning, mainly digital TV and broadband
Who I am and what I do 2/3
Teach postgraduate courses in format development and strategic issues related to digital content
the University of Hong Kong the IT-University of Copenhagen EMMDIS and TRAM (INA) Institute of Interactive
Television Research, Murdoch University, Perth (October/November 2004)
Hong KongJanuary 2004
Who I am and what I do 3/3
Current tasks:Participation in European standardisation efforts for Personal Video Recorders
Benchmarking of web, mobile & digital TV projects in the Nordic countries within the Nordvision New Media group
Negotiations with FTTH operators for true broadband services
Media strategy for DRs interactive media towards 2010
My presentation
• Why is a Strategy for DTT Important? The RRC 04/06 conferences
• Convergence and its impact to date
• DTT - the strategic dilemmas and options from a Nordic perspective
Why is a strategy for DTT important?
Why is a strategy for DTT important?
• The RRC 04/06 conference starts The RRC 04/06 conference starts in less than 7 weeks’ timein less than 7 weeks’ time
• First major review of VHF/UHF First major review of VHF/UHF frequency allocation since the frequency allocation since the Stockholm Plan in 1961 during the Stockholm Plan in 1961 during the Cold WarCold War
• The next agreement is to last 20-The next agreement is to last 20-30 years 30 years
Two Scenarios for DTT in the Nordic countries for next 20-30 years
1. ”Business as Usual” for Public Service Broadcasting
2. Public Service Broadcasting as a Minimalist Niche in a Free Market Environment
Phase 1 Phase 2 Phase 3
BroadcastRadio incl. DAB
Television(analogue)
Now Simulcasting Digital broadcasting only 2004 DSO 2005 ASO 2008-2013??? 2030
BroadcastRadio &
Television(analogue)
Analog Broadcast Services
Broadcast radio & TV(digital)
Data Broadcast Services(digital)
HDTV(digital)
Data Broadcast Services(digital)
DanishVHF/UHFchannels
Analog Broadcast Services
1. Business as Usual
Broadcast radio & TV(digital)
• How much bandwidth will we need in phases 2 og 3?• How much will be needed for SD TV, Datacast and HDTV?
Phase 1 Phase 2 Phase 3
BroadcastRadio incl. DAB
Television(analogue)
Now Simulcasting Digital broadcasting only 2004 DSO 2005 ASO 2010-2013??? 2030
BroadcastRadio &
Television(analogue)
Analog Broadcast Services
Broadcast radio & TV(digital)
Data Broadcast Services(digital)
DanishVHF/UHFchannels
Analog Broadcast Services
2. Free Market Model
Broadcast radio & TV(digital)
• In this model, no interactive media and services on DTT• No HDTV using MPEG-4 or alternative codec• I-media and services on digital cable/satellite/IP broadband only
Auction of “surplus”
frequencies[broadcast and
datacast]
Supply Danish Channels 1995
radio
tv
Convergence to date
Supply Danish Channels 2004
Altid SportP5 P6radio
tv
Convergence to date
Some things change slowly...Daily television consumption in Denmark 1964-2002
0
20
40
60
80
100
120
140
160
180
1964-69 1970-79 1980-87 1988-91 1992-99 2000-02
Minutes/day Danish public service Other TV channels
Year
Demand - Television Viewing
Convergence to date
Media consumption - 1995Estimated daily media consumption
(320 minutes/day)
"Watching""Playing""Connecting"
Convergence to date
Media consumption - 2004Estimated daily media consumption
(360 minutes/day)
"Watching""Playing""Connecting"
Paradigm shift emerging for 15-24 year olds• 25% don’t watch TV any more
Convergence to date
Fragmentation yet to show itself
•Public service TV has 71% market share •Will it continue to do so?
Share of prime time 2004
DR 1+2 TV2 Other Danish Non-Danish
Convergence to date
What are the critical challenges for public service strategy?1. More choice? (channels
and programmes)2. More quality?
(better picture and sound)3. More flexibility?
(anything, anytime, anywhere)4. More interactive content and
services?5. Terrestrial broadcasting or a mix
of terrestrial/satellite/cable?6. A presence on ”our” or ”their”
distribution systems?
From 2004 to 2024
1. More Choice
• 76% of Danish households alresdy have more than the three free-to-air TV channels (”refusniks”)
• DTT a weak alternative to satellite and cable• More free-to-air TV• Cheaper alternative to satellite, calbe
and SMATV
2 More quality
• Large, 16:9 flat screens and • Multichannel audio weak drivers• Quality drama still attracts large
audiences
Even the 15-24 year olds will watch TV if there’sa programme or series they think is worth watching
5 of the 10 most seen TV programmes in the last13 years were broadcast in February-March 2004
2. More quality
Better programmes?
3. More flexibility
• Time-shifting and on-demand
Personal Video Recorder PVR
with STB
PVR + DVD recorder
”Intelligent” devicesThe user records programmes locally via an EPG; signalling data for accurate recordings.
Digital TV with built-in DVD-recorder
VHS
DVD+VHS
”dumb” DVR
Data-VHS
”Dumb” devicesThe user has to record aprogramme herself
Video On Demand via cable or broadband
Central solutionsNo recordings, but programmes held centrallyand a user can orderand play back programmesas if they were recorded• Video On Demand (VOD)• Network-PVRs
Wireless communicationin the home links everything together
Watching TV when YOU want to - options
3. More flexibility
3. More flexibility
• Time-shifting and on-demand• Viewing TV anywhere
Ultimately ”Anything, anytime, anywhere”Bill Gates - ITU Conference, Geneva, October 1999
3. More flexibility
4. More interactivity
• More participation• More control• Cross Media - designing public
service across multiple platforms• More opportunities for physical and
virtual sharing
More functionality
All: Subtitles if you want them - DVB-textAll: Alternative commentaries (football)Blind: Alternative audio channelsDeaf: Option of signing with important programmes such as primetime news
Rejseholdet kommer igen 2. Rejseholdet kommer igen 2. juledagjuledag
4. More interactivity
Better programme-synchronous services*
• Links - just a click away on your remoteLinks - just a click away on your remote• ” ”Dong” - on demand sports resultsDong” - on demand sports results• ” ”Who’s who?” about persons in interviewsWho’s who?” about persons in interviews
Source: ”program-synchronised services”; Motoko Hatarri, The Debute of Digital Television page 3, NHK Monthly Review June 2000 http://www.jri.co.jp/contents/english/index.html
4. More interactivity
24/7 services independent of programmes
• News - text with illustrationsNews - text with illustrations• Traffic advisories for your areaTraffic advisories for your area• Airline arrivals and departuresAirline arrivals and departures
Source: ”program-independent services”; Motoko Hatarri, The Debute of Digital Television page 3, NHK Monthly Review June 2000
4. More interactivity
Interactive TV-programmes
• Taking part in quizzes and votes Taking part in quizzes and votes (SMS and remote control)(SMS and remote control)• Cross media formats (eg. Boogie)Cross media formats (eg. Boogie)
4. More interactivity
More Quality Scenario“Improve the TV experience”• Bigger, 16:9 screens• 5.1 audio• Improved picture definition • Subtitling• Alternative audio tracks• Links to related content• Signing for deaf/hard-of-hearing• 24/7 services:news, weather, traffic
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More Choice Scenario“More TV”•More Free-To-Air channels• Electronic Programming Guide to find your way around so many channels
More Flexibility Scenario“Making your own channel” • Seeing what you want, when you want• Finding your programmes• Personalised programme guides • Intelligent agent working for you• Ultimately Anything, Anytime, Anywhere
More InteractivityScenario“Taking control, taking part”• Taking part in shows• Personalised news • “Tell me more” documentaries• Anything, anytime on a TV• Multitasking - foreground/•background media• Sharing with peers while watching and playing
Digital Domination
Analogue still widespread
Dilemmas:• The need to assure universal access
versus the need to maintain PSB audience reach and share (legitimacy of funding model)
• DTT unlikely to have more than a small market share until Analogue Switch Off
• DTT as primary distribution or should PSBs go where our viewers choose to be?
5. Terrestrial or a mix of terrestrial/satellite/cable?
Dilemmas:• DTT is ”our” system - is it just an
issue of broadcasting or also public services? (DVB-T or also IP Datacast on DVB-H)
• Is there political legitimacy for Public Services on ”their” systems? i.e. The Internet (narrow and broadband), mobile and wireless in the home and public areas
6. ”Our”or ”their” distribution system?
Strategies, policies and supporting arguments needed here both for DSO & ASO
DTT Other Digital TV
Non-Broadcast distribution systems
SD channels
HDTV channels
Programme synchronous services
Programme and channel-independent services
Nordic PSBs work together on strategy
Phase 1 Phase 2 Phase 3
BroadcastRadio incl. DAB
Television(analogue)
Now Simulcasting Digital broadcasting only 2004 DSO 2005 ASO 2008-2013??? 2030
BroadcastRadio &
Television(analogue)
Analog Broadcast Services
Broadcast radio & TV(digital)
Data Broadcast Services(digital)
HDTV(digital)
Data Broadcast Services(digital)
DanishVHF/UHFchannels
Analog Broadcast Services
Nordic PSBs work together on strategy
Broadcast radio & TV(digital)
•Working together prepares us better to discuss the issues associated with the equitable sharing of frequencies
What have we learned?
1. We have more in common than we are different.
2. Collaboration on strategy and policy gives better coverage and awareness of the issues than in one country alone.
3. A problem shared is a problem halved!
Baltic collaboration?
Thank you!
Contact details:
Peter Olaf LoomsDR InteractiveDR/Danmarks RadioTV-ByenDK-2860 Søborg
poo@dr.dkMobile: +45 51 56 75 46