Hungarian Media
description
Transcript of Hungarian Media
Hungarian Media
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
Voilá:
What are we known about?
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)
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
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
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1. n.év
DailyWeekly2 WeeklyMonthlyOthers
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?
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
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
What am I talking about?
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>300
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>80 !!!
Weekly & Mags
>300
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=280=110
>130=130
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>65
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:
Smaller publishers
Sanoma Budapest:
Market leader in the weekly segment
Story, Nők Lapja, FHM, Cosmo
Modern Times Group
Metropol (Metro) free daily paper
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?
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
TV time/day in a few countries in 2003
288
269265
261
250247
237 235 235 235 235 233230 230
160
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Per
c/n
ap/f
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Forrás: Eurodata TV / Relevant partners
Number of TV channels/household
Szonda Ipsos Research 2006
Way of having channels at home
From what age let parents their children watch TV?
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
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
Evaluation of MTV
Szonda Ipsos 2006
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)
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.
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)
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
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
A life without advertisments?
Utopia
The longer the best
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…
„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)
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
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
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
Flagship channel- classical music- young generation
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’
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
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.
Composition of audience per settlement-type (2007, weekly listening, %)
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Juventus
Kék Duna
Klubrádió
Rádió1 NETWORK
Egyéb vidéki helyi
Budapest Megyeszékhely Egyéb város Község
Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor
Time was spent with listening to radio
310292 289
302292 287 282
265255 250 247
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Resource: Szonda Ipsos - GfK Hungária: National listening measurement, RádióNavigátor
Audience share for 15 minutes (average on weekdays, per 1000 people )
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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
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
Media organizations and news agencies
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
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
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)
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
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
& 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
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
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
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?
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/
How big impact does the Internet have on person’s life?
Internet users Hungarian Central Statistical Office
(2006):Target group: 16-74
years old48,5 % =>
ca.4,8 million people Repartition between
the genders ===
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
•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?
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.
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.
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
[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, …)
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
- the success story What is „iWiw”? 2008 June: 3,5 million users
iWiW = the „Hungarian Facebook” Founders: Zsolt Várady and Márton Szabó
„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.
Thank you for your attention!