THE CURRENT MULTI-PLATFORM TELEVISION MARKET IN PORTUGAL (FROM HISTORIC ISSUES TO THE CURRENT...

University of Aveiro 2008

ARTE & COMUNICATION DEPARTMENT

THE CURRENT MULTI-PLATFORM TELEVISION MARKET IN PORTUGAL

(FROM HISTORIC ISSUES TO THE CURRENT BUSSINESS PHENOMENA – PROBLEMS AND SOLUTIONS)

Luís Miguel da Cruz Pato

[email protected]

Arte & Communication Department - University of Aveiro, Portugal

ABSTRACT

In this paper we intend to make a short analyses and survey about the

actual Portuguese television Market in the ever-growing multi-platform

scenario. We intend to discuss how the new media technologies are changing the television markets. This paper also discusses the impact of regulatory issues and the subsequent consequential new challenges in the television programs, business’s, grids and contents.

KEY WORDS

Digital Terrestrial Television, Broadcasting, Internet, IPTV, Regulation,

New Media, Multiplatform TV, Analogue, Digital

1 – INTRODUCTION

Because of today’s public needs and technological developments,

nowadays, in the television markets we can observe that the idea of the need

of digitalization of TV contents is thought to be a future certainty (Suroweiki,

2007: 299). It is believed that in this issue we can also see a direct response

to the ever-growing need of personalization of video contents and

consumption. Dan Tapscott considers that these developments are a direct

response to the implementation of new consumer habits that can be found in



a new type of consumer. Like in Suroweiki’s social-economical theory about

the: “Wisdom of Crowds”, we can see that Tapscott defines these same

“crowds” in a technological perspective as: “Net Generation” (Tapscott,

appud., Correia 1997: 97).Regarding this issue, we can observe that today’s

publics have registered dramatic changes in the needs that they have

towards a traditional medium like television. In this reality we can see that

this once traditional family media event was changed into an omni-present

communication need. Today it is observable that the resolution of this topic is

still considered a very big question (Cádima, 2006). We can see that this

aspect is due to the fact that today’s television market is largely

characterized through innumerous experiences in grids and television

programs on a global scale (Murdock, appud., Baltruschat 1996: p. 107).

Nevertheless, we can see that today’s demands towards the existence

of a very big diversity of options and possibilities have made the aspect:

“function” more important then the issue: “form”. From the consumer point

of view, Christian Rosen defines these media interactions as: “Egocasting”

(Ibid., 2005: 51). In this theory we can see that today’s multiple media

consumption actions are due to all the existing software and technologies

that characterize today’s media realities. Due to the eventual changes of

roles that have happened between the parts that are portrayed between

producers and consumers, we can observe that this issue is becoming a

gradual problem. Regarding this scenario, Gillmour tells us that, besides the

point of the existence of huge technological developments, today’s public

feels that their desire of equal authorship still hasn’t been corresponded

(Gillmour, 2004: 229). So, we can understand why some conclusions point

out that: the existing prototypes can’t justify a concrete medium offer. Some

studies point out that these markets can be considered as “false

communication offers” because they lack the accuracy and the consistency to

be considered full media realities (Knoche, 2007). However, this aspect

hasn’t made company interests vanish. As we will see, in the following topic,

with the Digital Terrestrial Television (DTT) developments, throughout the

world, there’s been a growing interest in these areas and this issue justifies



the existing multi-platform diffusion that has characterized the emergent

markets (Carlsson, 2007: 01).

2 – MULTI-PLATFORM TELEVISION MARKETS IN EUROPE

2.1 FROM ANALOG MARKETS TO THE EMERGENT TERRESTRIAL

DIGITAL TELEVISION REALITIES

FROM THE ANALOGUE SWITCHOVER TO THE DIGITAL TERRESTRIAL TELEVISION

(R)EVOLUTION

In 2006, on a paper called “Television and Globalization” John Hartley

argues that due to today’s digitalization, TV range has become increasingly

wider. According to this author, this aspect is one of the key issues for

today’s media debate (Hartley, 2006).

Francisco Rui Cádima tells us that: “now we’ve got the unique

opportunity to re-use the valuable contents that have been emitted

throughout Europe’s media history” (Cádima, 2007: 134). So, here, we can

understand why its believed that Europe’s television future is: digital. 2012 -

was the year chosen by the European Commission to be set as the deadline

for the occurrence of the “analogical switch-off”. But what is this reality, and

why is it so desired? According to the European Community Commission, this

scenario, that can also be called “digital switch-over ” or “analogue switch-

off”, is the cross-European process of conversion of analogue broadcast

television into digital television. The main motivation behind this scenario

resides in the fact that that due to the digitalization of analogue diffusion and

content will free up more space for other services (SEC, 2003: 4).

Before talking about DTT, we should see what’s the “Digital Switch-

over”. According to Petros Iosifidis, “Analogue turn-off’ or ‘switch-off’ refers

to the termination of analogue broadcasting, which is considered to be

possible when most households are equipped to receive digital signals”

(Iosifidis, 2006). However, we can see that this megalomaniacal idea has

problems. In 2002, the “BIPE Consulting Study for the European



Commission” showed us that the obstacles and challenges that will have to

be overcomed are the following aspects:

a) Investments in transmission networks;

b) Equip all current analogue receivers;

c) Find key functions (Killer applications);

d) Modify national and international frequency planning;

e) Promote and implant a sustainable development of digital television

across the European Union;

f) Technical difficulties regarding reception and receiving contents in

interaction moments.

Here, like the authors of the referred document, we also believe that

the achievement of success in issues regarding: “quality of an Interaction

and its relation in the conception of innovative contents for new gadgets” is

also a crucial aspect. Regarding this aspect, in this paper we believe that the

aspect: “Affordance” – promoted by Donald Norman – should be included in

this reality1.

So, we can understand why Robert Picard and Allan Brown consider

that the: “Timetable for this transition is uncertain and different projections

have been made for virtually every country in the world” (Ibid., 2005). We

can see this issue on the following table and image:



Table 1 - DTT Switch-off Dates – Europe (2005)2 Image 1 - DTT in Europe (May, 2008)

(Source: Digital Switchover in Europe) (Source: Obercom Flash Report 2008)

DTT Coverage No DTT Coverage

When we look at regulatory issues like the following items, its possible

to conclude that achieving success in the implementation of this reality is a:

“centerpiece of many government’s policies towards (…) new information and

communication technologies” (Picard, Brown, 2005).

REGULATORY DOCUMENTS REGARDING DTT ISSUES THROUGHOUT THE WORLD

- Green Book about Convergence and its regulatory issues - European

Commission – 1997;

- Federal Communications Commission – USA – 2007;

- Finland will switch over to all digital television – Finnish Ministry of

Transport and Communications – Finland – 2007;



- Fact Sheet on Switchover – Australian Government Digital

Switchover Taskforce – Australia – 2008;

“With its promises of crystal clear images and interactive capabilities”,

we think that this sentence defines why there’s a desire for DTT (Olmsted,

Chang, 2006: 774). But, what is DTT3? According to the North American

newspaper: “The Boston Globe”, DTT is the usage of digital technology for

the emissions of a larger number of channels with better sound and image

qualities (Bray, 2007). However, if we’d like to see its empirical functions, we

can see that DTT is transmitted trough radio frequencies and through airways

that are slightly different from the ones that are used by classical analog

television emissions (Grotticelli, 2002: 233 - 243). However, we can observe

that its ability to receive multiple channels on a single frequency is believed

to be its main difference from any other system. Francisco Cádima calls this

the: “multiplex issue” because with this reality there exists a privileged

platform for: “on-line commerce and for most of the contents that exist in

the World Wide Web” (Cádima, 2006: 138). Regarding this commercial

aspect, the theoretician Phillip Schlesinger tells us that: “ in the United States

audiovisual commerce is considered to be just a business and in the

European panorama at the same it is also a business but when needed its

also a cultural question” (Schlesinger, appud., Cádima,2007: 129).

We can see that besides the content, that this system’s main

advantages are:

a) The inclusion of a whole lot more channels (better usage of the

spectrum);

b) Interactivity can be solved;

c) High Definition Television Content and better and faster reception;

d) Reduced Costs in diffusion and reception;

e) Better applications for the disabled;

f) Data emissions;

g) Greater flexibility of operations in general (Marsden, Ariño, 2005: 3-4).



Here, regarding this last issue, we’d like to make a parenthesis and point

out the important role-play that “portable media” are having in today’s

market. Simpson and Greenfield point that in nowadays market: “Media has

gone Mobile, Everyone wants to be a Producer, Podcasting is official and

everyone’s free to placeshift – move content among several viewing devices”

(Simpson, Greenfield, 2007: xvi). According to OfCom’s report: “The Future

of Digital Television – Enabling new services for viewers” Digital Terrestrial

Television’s (DTT) long term development aims for the inclusion of mobile

phones and other television platforms – the authors of this report call this

reality a: “virtuous circle ” (Ofcom, 2007: 87). So, as an end-note we can

conclude that, today, with all these technological developments, its believed

that Mcluhan’s theories of the “extensions of man” are passing from a

theoretical reality to a empirical practice (Gil, 2007: 50).

In the past years there’s been a very big change in the media landscape.

The traditional division – telecommunications, broadcasting and information

technology has become very diminished (Tadayoni, Skouby, 1999: 176).

However, when we look at the regulatory issues that the actual progressive

digitization needs, we can observe that for a successful change to happen

there’s a crucial need to: “ understand the developments in the

communication landscape as well as the ongoing process of convergence

between the traditional separate forms of communication” (Ibid., 1999:

176).

However, is there a desire for the technologies that Digital Terrestrial

Offers? To answer this question, we’ve decided to review two essential points

of view. First, when we talk about communication we mustn’t forget that

visual communication is a human specification. Nowadays, according to

Cameron Sanders, creating and diffusing these contents has become more

important then it has ever been (Sanders, 2002: 141). The second issue that

we think is important is what Chan et. al., call the “Personality Traits” - these

aspects refer to the cognitive and affective structures that happen when we

adopt new products (Chan, et. al., 2006). According to these authors they

are the following scenarios:



- venturesomeness;

- cosmopolitanism;

- social integration;

- social mobility;

- privilegedness;

- self-confidence in problem-solving issues;

- interest.

So, when we think about convergence and the wider offer of quality

contents and services, we can see that these issues will be answered and

solved (Candel, 2007: 200).

In the past years we’ve seen that there’s been a very big change in

the media landscape. The traditional division – telecommunications,

broadcasting and information technology has become very diminished.

However, when we look at the regulatory issues that the actual progressive

digitization needs, we can observe, through the studies of Tadayoni and

Skouby, that for a successful change to happen there’s a crucial need to:

“understand the developments in the communication landscape as well as

the ongoing process of convergence between the traditional separate forms

of communication” (Tadayoni, Skouby, 1999: 176).

As an endnote, we believe that today, with the growth and

implementation of self-media, our society is living gradually the antitheses of

what Karl Popper called an: “Open Society”. This philosopher’s thesis

considered that: this type of community happens when each individual has to

take decisions that affect the group (Popper, 1995: 75-76). According to

Anderson, today’s realities are connected to the DIY (Do it yourself)

scenarios were our decisions affect our media issues (O’Reilly, appud.,

Anderson, 2006: 58).



3 –THE IPTV TRANSITION?

When we see authers like Roel concluding that: “the change to digital

technology is not an option but an obligation” (ibid., 2008: 106), we wonder

how is this going to occurre?

Like Maria Luisa Ribeiro, in this paper we believe that the answers can

be found in the past (Ribeiro, 2007)! Regarding this aspect, if we recall that

the examples of “Pay TV” scenarios – like the IPTV4 development

phenomenon – are blooming in the current digital age. At this stage, we

should make a parenthesis to remember the first examples of paid television

services. Here, can observe the examples of, “how” and “why” Cable TV

business has endured over the past decades. Regarding this aspect,

historically, we can see that Cable TV results from a private financial

entertainment phenomenon that has no governmental participation. Luísa

Ribeiro tells us that its success is due to the “power of choice” that backs up

its mediatic reality since it was created.

Here, through Oz Shy’s studies we can see that he believes that the

aspect: “Social Desirable” is responsible for the success of this TV alternative

and the fact that this reality is not driven by governmental interests helped

them answer the audience’s needs (Ibid., 2001: 154). Regarding this issue,

we could remember that it is considered that Cable TV has the ability to

become a successful multiplatform media source. This aspect is due to its

ability to merge and diffuse other media sources through an easy mediatic

processes for the companies and for responding to the public’s needs

(Ribeiro, 2007: 33).

Nowadays, its believed that this need of a multi-platform TV media

concepts are due to all new existing video attributes that are part of the

multimedia developments and its consequential interactive realities.

Regarding this issue, we can observe that, nowadays, there exists the

conceptualization of new tendencies for distribution and consumption of

television (Chorianopoulos, 2007). Referring to this last aspect, we can



observe the following statistical data from “The Accenture Global Content

Study 2008”:

Figure – 1 Means of TV and actual tendencies in this medium’s usage5

(Source: The Accenture Global Content Study 2008 - The Challenge of Change: Perspectives in the Future for Content Providers)

However, before referring Portugal’s multi-platform reality we believe

that it would be important to see how the European Markets are answering to

these shifts in media consumption and audiences specifications.

Nevertheless, before we start our analyses we mustn’t forget that nowadays

in Europe there exists a big approach through broadband multimedia multi-

platform projects via terrestrial. This aspect isn’t registered in the US

markets because in this country this same approach is made through satellite

distribution (Ribeiro, 2007: 271). We can see the European growth on the

following graphics:

Graphic – 2 Growing Competition Between Broadcasting Infrastructures6

(Source: The Directorate for Science, Technology and Industry Working Party on Telecommunication and Information Services

Policies – Policy Considerations for Audio-visual Content Distribution in a Multiplatform Environment)

However, we can’t forget the basic importance and specifications in

the actual multi-platform realities come from: “convergence”. Regarding this

issue, we can observe that, historically, Englund talks about four classical

convergent scenarios. He points out that this issue in: network, equipment,

service and on a market level (Englund, 2007: 02). So we can conclude that:

today there’s a deconstruction of classic separated telecommunications



industry in every way, shape and form. However we believe that there-se a

consolidated idea in distribution realities. Regarding this issue, we can see a

belief in the fact that: IPTV services are the next upcoming successful

business model – some call it the: “future norm” (Cooper, Lovelace, 2006:

51). But we can see that some specialists consider that besides the point of

considering that this TV reality can change the paradigm of television

production and distribution, they also believe that the creation and successful

usage of regulatory aspects are crucial. Here, regarding this aspect, Guido

Tripaldi and Eugenio Prosperetti consider that: “regulation plays an essential

role” (Tripaldi, Prosperetti, 2007: 22).

But, before continuing with this issue, we should know what is IPTV,

it’s function and where its developments are heading? Here we can see that

on an empirical point of view through this system we can observe that the

broadcast television programs are emitted through classical channels and

then these same contents are passed through networks that are used by

desktops, laptops and mobile communications (Bria, Andersson, et. al.,

2007). So like Simpson and Greenfield, we can say: “with this

communication model there’s always something to see!” (Ibid., 2007, 201).

However, besides the reality in which this sentence can be based, we can

also conclude that there exists an eventual need to define the authenticity

and uniqueness of these emergent media markets. For instance, through the

“Audiovisual Without Frontiers Directive Proposal (AWFDP)” we can observe

that they’ve approached the IPTV scenery more to classical broadcast

television than electronic communication aspects (EUC, 2005). This is why

there’s a need to over-come the technological barriers and base the

competitiveness aspects on issues that regard on providing users with “the

best content on a common interoperable platform” (Tripaldi, Prosperetti,

2007: 22). So, through this issue, we can understand why today there’s the

existence of a concrete need to break the barriers that have been upheld by

re-utilization of former broadcast content to create specific new media

contents (Erdal, 2007: 56). And – regarding this issue – today, we can see

that the developments in the adaptation of video content are one of the



essential problems of this reality (Chen, Fan, et. al., 2003). Nevertheless,

besides all these problems, nowadays, this system seems to be the most

promising business model that exists (Zeeman, Atgeld, 2003).

3.1 – THE IMPORTANCE OF BROADBAND - IPTV SERVICES, TRENDS AND

DEVELOPMENTS

When we talk about European media markets we can see that this

communication model is still in an experimental moment (Cardoso, Espanha,

2006: 21). Nevertheless, in the following images, we can observe that it is

growing in a considerable rate:

Image – 3 Comparative IPTV growth rate between 2003 and 20057

(Source: Sonae Data)

2003 2005

The growth of the IPTV phenomenon is due to the growth of the

percentage of broadband subscribers that is registered in Europe (Tadayoni,

Sigurdsson, 2006). When we talk about IPTV, we can’t forget the commercial

reality behind this business. Here, besides the referred Pay TV model (Cable

TV), we can observe that this form of television transmission owes its

success to the growth of subscribers of Broadband ADSL8 services and the

subsequent “triple play” realities that followed.9 Regarding this aspect, in

Prosperetti and Tripaldi’s studies, about “Telecom Italia”, we can observe

that: “current trends show that in the next years Broadband lines in West

Europe will exceed the number of phone lines” (Tripaldi, Prosperetti, 2007:

08). This achievement can be seen on the next tables:



Table 2– Broadband Subscribers per 100 inhabitants – July 200510

(Source: IPTV market development and regulatory aspects)

Nevertheless, like Kotler, we could say that this success is due to the: “Theory of Bundling” that this service permits (Kottler, appud., Poutanen, 2006: 41).

Traditionally IPTV services a fundamentad on a “Head-End” user system (DSTI/ICCP/CISP, 2007). Here, on a empirical point of view, we can observe that this media model is based on the following aspects (Ibid., 2007):

a) – Networks can be copper, satellite, fiber or broadband;

b) – The Costumer represents the delivery point;

c) – Operators function as content receivers and distributors;

d) – IPTV’s economical model is based on the classical “Pay TV”

scenarios;

e) – These services can be streamed or downloaded to subscribers.

Regarding this last aspect, we can see that IPTV service providers

often provide bundle their media services and deliver them at a set price

(Kottler, appud., Poutanen, 2006: 41). It is considered that IPTV’s meteoric

development is a direct result of this specification (Hervé, 2008: 185).

According to Zeeman and Atgeld, Historically, IPTV services are

defined by the following models (Ibid., 2003):



a) – Video on Demand (VoD) – a reality that works like a Virtual Video

Store;

b) – Value added Internet Service Provider;

c) – Enhanced Television Provider;

d) – Triple Play.

Here, we can refer that this last aspect is responsible for the fact that,

nowadays, IPTV services are considered to be the most promising business

model (Ibid.,2003). Here we can see that the concept of combining

broadband Internet resources, VoIP (telephone – voice over Internet

Protocol) and broadcast television can be considered appealing to most

costumers. Here, regarding this last aspect, we can conclude we’ve achieved

the opportunistic moment to explore broadband’s ability to emit broadcast

television and movie contents in the same way that online services have

incremented and mutated publishing’s moments in the Internet (Cooper,

Lovelace, 2006: 50).

According Tadayoni (et. al.) this growing interest in triple-play services

is due in the past few years, we’ve assisted to the growth of a large number

of “on demand” realities. Here, this author describes that these aspects and

desires have passed from the classical television screen to the Internet

reality and TV and Video services will be huge issues in these broadband

markets (Tadayoni, Henten, 2007). Nevertheless, besides the success that’s

induced in the triple play reality’s future we can see that it has problems to

be solved. Here we can observe many of its technologies are still being

developed and investigation is still necessary (Xiao, Du, 2007). Besides this

issue we can still point out that regulatory aspects are still a problem in the

implementation of this reality. Here, due to the existence of classical

perceptions, where on one side we can see broadcast television regulatory

issues, and on the other aspects related to electronic diffusion – the market

is still very immature (Mardsen, Cave, et. al., 2006: 22). But, in the

European case we can observe that, due to the TVWF11 Directive, the future

of IPTV is assured because since 2002 these countries commission has made



many efforts expand this reality and digitalize their TV grids (Tadayoni,

Sigurdsson, 2006).

4 – THE EUROPEAN MULTIPLATFORM TV MARKETS

In Europe, unlike what we see in the United States, we’ve registered

that the development of IPTV business models has endured various moments

and speeds. According to Ludovic Copéré, this happens because besides

being a continent, development rates have had various scenarios (Copéré,

2005: 2). This issue can be seen in the following examples. Here we’ve

chosen three European countries from equal parts of this continent (North,

Central, South) – Austria, France and Spain:

a). Austria

For example, we can see that in the Austrian reality, in March 2006 “Telekom

Austria” launched “aonDigitalTV” with a package of 40 basic channels, 10

premium channels and 150 Video on Demand movies (DSTI/ICCP/CISP,

2007);

b) France

Here we can observe that this country has the Free ADSL –

http://www.free.fr that has adapted an integrated “Triple Play” service.

“France Télékom” has developed spit services. On one end there’s the IPTV

service called: “MaLigne TV” (http://www.malignetv.fr) this reality is

separate from broadband approaches. “Neuf-Télécom” also has a IPTV

service – http://www.neuf.com. We can see PC-based offer on “Club-

Internet” (http://www.club-internet.fr). In 2005 “Cegetel”

(http://www.groupecegetel.fr/) approached the IPTV reality with the

ambition of High Definition emissions (Copéré, 2005: 94).



c. Spain

Regarding the spannish experiences we can talk about the “Imagenio”

project in 200412.

So, we can observe that in these different countries, all the

approaches are made in different timings but we believe the aim is the same

– IPTV in full functional power. Regarding this issue, if we look at the data of

Figure 1 of our work, where we show some Countries that have announced

the Analog Switch – Off. Here, it is possible to observe that one of the

reasons of the registration of these different development rhythms may de

due to the different “digital switch-over” dates (Jakubowizc, 2006). Here, we

can see that France’s change is due in 2011, while Spain and Austria’s

alterations are due in 2010. Besides all these problematic aspects, it would

be important to see what type of programs and services are being emitted in

these multiplatform TV realities.

When we look at the English models we can see that the existing

contents on the web are still reduced to classical aspects like sports, politics

and other classical news services but in a return to classical press but placed

on the internet with hyperlinks to other reports. Multimedia contents aren’t a

prime issue in these web-pages (Ibid., 2006: 21). However, we can see that

in what is referred to the IPTV reality (and forms of digital distribution of

content) there’s been an increasingly higher penetration of this reality

because of the role that has been given to Internet and its role in the

distribution of multimedia contents. Here we can see this on the following

graphic from Ofcom – “Office of Communications 2008”:



Table – 3 Digital communications service availability – 2006 and 200713

(Source: Ofcom Research Document - 14 August 2008)

On this item we can observe the growth of the digital communications

service availability. And if we look at that growth rate of Digital Television

realities we can observe that the average percentage growth clearly justifies

the interest in IPTV phenomenon that has been seen in the United Kingdom.

BBC’s Mark Gawlinski tells us, that besides all the developments of

technological diffusion realities, nowadays, multi-platform contents in

England and some countries in the rest of Europe are being emitted through

systems that are a direct result of the merging of analogical e digital systems

for the common terrestrial emissions. This author calls this reality:

“Piggyback Diffusion” (Gawlinski, 2003: 43). Here he tells that nowadays

there exists a simultaneous analogue and digital transmission of video

contents. According to Gawlinski these aspect is due to the fact that platform

operators and consumers simply don’t have the ability to change all their

equipments from analogue to digital at the same time. Nevertheless, we can

see that classical analogue and digital systems occupy different frequencies,

so as analogue systems close down extra bandwidth is freed and digital

channels and interactive services occupy this space (Gawlinski, 2003: 57).

We can observe that in Europe the French market has had this service

developed for some time and it has served as an example for other markets

(Ibid., 2008: 185). Nevertheless, according to authors: Simpson and

Greenfield, viewing habits haven’t changed with this new technology they



remain the same because the corporate interests have caused “mirror

broadcasts” of classical television emissions (Simpson, Greenfield, 2007: 09).

Well, but what has happened to the business issues regarding this reality?

Have the classical corporate models changed because of these large-scale

alterations?

When we look at the commercial reality in TV and other media

companies in Europe we can see that there has been an overwhelming

growth in the number of “commercial multiplexes”. Here we can see that for

some analysts – like Francisco Rui Cádima – these strategies of concentration

that can be observed in media companies are essential role-players for the

intentions of achieving a unique and specific medium model between the

multiple players (Cádima, 2006: 145). Others think that the need for this

reality can be justified through a possible achievement of better efficiency

levels between all the companies that are involved in this commercial

scenario (Valente, appud., Ribeiro, 2007: 151). In practical terms, we can

simply observe that once classical media realities – that were separated with

very clear lines are now bundled up services. For example, hypothetically we

could conclude that traditional public broadcasting services aren’t equipped

to deal with this reality like private companies are. Nevertheless, we can

observe through the studies Karol Jakubowicz what changes should occur for

the Public Broadcasting Service (PBS) to survive. Regarding the BBC example

this author considers that this PBS shouldn’t consider itself as an emitter of

Radio, TV and small percentages of multimedia contents.

According to Jakubowizc the idea should be PBS in any place, time and

on any gadget (Ibid., 2006). So, through this point of view, we can conclude

that: the gap between PBS and private corporate media projects is thinned

and the survival in the emerging multi-platform reality depends on the

achievement of consumption and production realities on a new scale. But,

what about the contents for these multi-platform realities, is there a need for

specification?

As far as content is concerned, Lucy Kűng’s theory: “Old” Media

Content versus “New” Media Content (Ibid., appud., Jakubson, 2006).Here



we can observe that when these two realities are compared old media was

due to the hard-work of professionals. Nowadays it is possible to see

anybody use the Internet to upload his or her contents. Like Jakubsen says:

“according to old assumptions, ‘content is king’. According to new ones,

content may be king, but access to customers and brands are just as

important as content” (Ibid., 2006).

Here, as problem we could underline the sub sequential issues that

have happened between the difference of the “Communication” and

“Information” realities. Dominique Wolton tells us that the main difference in

these realities is that in the first case we have media phenomenon that has

its contents contextualized in place, time and other cultural aspects; in what

regards the second issue we can see that this reality is based on mere data

specifications and achievements in distributing and receiving contents

(Wolton, 2000). We can see these issues debated on the following image:

Table – 4 Specifications and differences between Old Media and New Media

(Source: Kűng appud., Jakubsen, 2006)

Characteristic “Old” Media Content “New” Media Content Core customer proposition

Information, education, entertainment

Synthesis of information, communication and service

Basic commu-nication para-digm

One-to-many, mass Two-way, personalized, interactive, on-demand

Relationship between content and technology

Message not medium Message and medium

What is quality “Quality” content fulfils exalted goals and has intellectual and artistic merits

Quality content keeps users on the site and is constantly refreshed and updated

Who produces content?

Experts dictate • Content-generation relies

on artistic expertise and discriminating minds

Customer in the driving seat • Decides what, when,

and in which form • The end of “journalist

knows best” • Successful content often



generated by users

Relationship with commercial elements

Content and commerce strictly separated and clearly labeled

Content and commerce inextricably linked

Structure Linear, narrative, on or off, pre-selected or packaged, fixed schedule

Molecular orientated around 3-D hierarchical matrix

Locus of creativity

Intellectual and artistic elements

Information engineering

Historically, it is believed that media development has a cumulative

growth because when new media realities are developed the previous ones

aren’t substituted. Regarding this aspect, Henten and Tadayoni tell us that

during the course of history various media forms complement each other. So

– and regarding this specific issue – the fact that the actual multi-platform

reality is based on recycling of programs from classical broadcast realities

can be understood (Ibid.,2002). Here we can also see that another aspect

could be related to economic issues because its faster and cheaper to re-use

previous contents to respond to the ever-growing needs of a very demanding

public (Bria, Andersson, et. al. 2007). So, we can conclude that these

realities could be considered as the main justification to justify the fact that

today’s multi-platform television markets have grids consisted by the re-use

of former broadcast television contents (Ibid., 2007). By regarding this fact

we can understand the many doubts that have characterized and still define

the: Web TV and Mobile TV concepts and empirical realities (Carlsson, 2007).

However, besides all these issues – that are already considered

historical problematic questions – we can see that the news genres are

thought to be the most appropriate contents for these new television realities

(Södergard, 2001: 01). Here, as an example, we can observe that New York

Post’s Nick Ascheim tells us that “breaking news” are seen more often in this

newspaper’s site are. He point’s out that nowadays one of the main concerns

of this newspaper can be found in the speed in which a news report can be

placed on the NY Post’s site (Ascheim, appud., Bryant,2006). The Finnish

market has this model implemented in their Mobile TV market. Here we can

see that the content production model is based on the fact that the duration



of each Mobile TV program can’t pass a 10 Minute duration barrier. So the

genre are: news, sports cartoons and documentaries (Carlsson, Puhakainen,

2006).

Nevertheless, besides all this innovative approaches we can see that

today this type of television development is still considered to be an

alternative video mean if a failure is registered in classical broadcast

emissions (Bria, Andersson, et. al., 2007). We could also say that this aspect

is due to the fact that: “Television is one of the last media technologies to

become disconnected from a fixed place like home.” (Vangneck, et. al., 2008,

122). However there’s a factual need of specifications of these emerging

multi-platform markets (Ibid., 2007).

4.1 – THE PORTUGUESE REALITY IN THE EUROPEAN PANORAMA

FROM THE IPTV EXPERIENCE TO MOBILE AND WEB TV PROTOTYPES

After our brief revision of the literature and empirical realties were we

saw what specifications are believed to justify the hope on the success of a

system like IPTV. Here, regarding this topic, and before going any further in

our study, we believe it would be important to explain what’s “Web TV” and

“Mobile TV” in an objective manner. Regarding this last issue, we can

observe that this aspect is a service that is delivered through mobile

telecommunication networks. We can see the combination and the transition

of television services to the mobile communication reality (Kumar, 2007: 6).

These services, via cellular networks, are different from traditional TV because, besides the inherent mobility, this type of television is fundamentad on a variety of services including, pay TV, traditional and live TV programs (Ibid., 2007). “Web TV” (or Internet TV) is television content that is emitted using the Internet’s technological specifications. According to Odlyzko, this type of televisions permits viewers to choose the contents that they want to watch from a library of shows (Ibid., 2001). Through Octavio Islas’s studies, we can observe that the current services for Internet television are based on the possibility of interaction (Ibid.,2006 ).



In Portugal – like in the rest of the European reality – we can observe

that, besides the huge developments in Web, the implementation of

convergence and sub sequential IPTV services are believed to be the solution

to solve the current multi-platform problems. Regarding this last aspect we

can look at the statistic data in the following graphic:

Graphic – 3 TV Consumption Typology in Portugal14

(Source: Obercom 2008)

Regarding this issue, can see the examples of MEO – launched in 2007

- that has all the aspects that we can see on this image. Here, we can see

that this “triple play” service has 110 channels, the possibility to record up

140 hours of contents, pause TV, Video on Demand (VoD) and channels that

have High Definition Images15. Currently, its developers are working on its

mobile version that will be distributed through DVB-T16. Another example of

an national IPTV service can be seen through the “SmarTV” project. “Clix” a

“Sonaecom” company launched this service in March 2006. It was one of

Portugal’s first IPTV triple play systems. It has 100 channels, Interactive

Menus, VoD, Radio, Games, and the possibility to record contents17.

However, unlike other European countries, we can observe that

the national channel and the company “Produções Fictícias” launched in April

2007 a exclusive Mobile TV format weekly magazine called: “Quinze”. This

magazine’s duration short duration (15 minutes), close shot video language

and genre (information) were thought to be the most appropriate for the

small screen’s that come on the cell phone’s interface18. Hendrick Knoche and

his team tell us that quick fixes and medium shots might be more enjoyable



and especially more acceptable for the “Quality of Experience” (QoE) in a

Mobile TV reality (Knoche, 2007).

In 2008, these companies produced and emitted the program

“Hotspot”19; but this program besides being specifically produced for Mobile

TV it was also thought for Web TV emissions. In this program, in narrative

terms, we can observe that it follows a: “Long Tail Logic” (Anderson, 2004).

This idea is due to the fact that this program has its narrative based on a

main theme that is worked on through various reports with different

approaches – just like what we can see with Anderson’s theory and by the

logic that’s used by “Amazon”.

In Europe, Finish developments in this area consider that this

specification isn’t crucial bet, nevertheless, in 2003 a study referring the

specifications of “Technological and user experiences” showed us that the

interviewees consider that the – eventual – development of these TV

contents should be based on simple forms of reality television (Södergård,

2003: 66).

In 2005, the German Mobile TV industries studied the Mobile TV

scenario and their case study was based on the South Korean Model:

“TUMedia”. This Asian media company intended to be able to launch one of

the worlds first Mobile TV Services - emitted through satellites. Here, in

what regards contents we can also conclude that because of reduced screen

size, a narrative based on close-up shots with short durations would be

better indicated for this emerging reality (Trefzger,2005: 4).

Nevertheless, we mustn’t forget that when we talk about television,

besides its informative and entertainment character, we can’t forget that this

medium’s basic functionality is: “storytelling”. So, besides any functional

aspect, besides any existing technological developments, Television is, and

will always be, based on two basic aspects: “Narrative and Visual Structure”

(Block, 2001: 173).

As an end-note and regarding this issue, we can see that today there’s

a problem related to the lack of “identity” that characterizes all new media

projects (Ryan, 2001: 01-02). MIT’s Kevin Brooks concludes that: nowadays



we have to overcome the historic problem related to a lack of a “story

structure” for the transmission of cultural issues through the next

generations (Ibid., 2000).

However, we can conclude that nowadays we all believe that there

exist a mutating audiovisual scenario that characterizes television. Here,

because the look for specific multiplatform TV hasn´t yet reached a final

point, Filder calls these times a “mediamorphesis” era (Ibid., 1997).

5 – CONCLUSION

Based on current available data, we cannot argue that there exists market for multi-platform television realities. However, there are indicators

that come from: a new form of TV consumption, Digital Terrestrial Television

developments, new audiences and the “Television Without Frontiers

Commission” that tell us this reality will happen. This scenario warrants

content producers and TV company owners to apply un-thought efforts to

respond to these ever-growing needs. Regarding this last issue, during this

work we’ve seen that because of the high percentage of ADSL distribution,

the IPTV reality is being considered to be the best multi-platform system in

today’s markets. There are some limitations to this study because in the first

place the actual IPTV, Mobile TV and Web TV experiment set-ups don’t have

enough consistency to be studied in an objective form. Nevertheless, the

referred statistical data shows us that the choices of TV approach are

changing rapidly and the need for specific content is real. Here we can see

that there are many doubts regarding the linear specifications and the new

non-linear realities but the prototyping reality shows that there’s a growing

interest in these approaches. But, several studies show that multi-platform

television genre we’ve seen that information is considered to be the most

indicated type of program for these emergent realities but fictional content

has also been experimented. However, when we think that, because of all

these developments, “broadcast television ” may end. RTP’s Lopes Araújo

tells us: “no”! He believes that the secret resides in finding the “equilibrium



point” between mass media and self-media because the public’s desires are

very floatable aspects (Lopes Araújo, 2008)20.

As an endnote for all this television mutation that we’ve seen in this

paper, we mustn’t forget that in 1974, German Criticist, Theodor Adorno said

that: “one can’t foresee what is going to happen to television: what it is

today doesn’t depend on its discovery, not even on the specific forms that

were found to explore it in a commercial term, but in the miracle in which it

can be placed” (Adorno, 2003: 170).

5.1 – FINAL QUESTIONS AND FUTURE WORK

A few years ago, there was television, movies, audiovisual and other

image formats. Today, with the digitization of contents, we can observe that

there’s “content” – “a stream of bits providing superior picture and audio

quality” (McKernan, Rice, 2002). However, like we’ve seen on this paper, this

promising reality is far from consensus. Its scenario is mainly consisted with

doubts, obstacles and challenges that are in a desperate need to be

overcomed. So, due to this fact we’ve that new media rhetoric issues are

dramatically modifying old media aspects. Eugenia Siapera considers that

this era can be related to a “radical break” regarding conservative and

classical mediatic realities. Like this author, because of the lack of innovative

contents and public awareness, we believe that, besides all its developments,

television has just expanded its reality to online scenarios (Siapera, 2004:

155).

We believe that the starting point for the following questions – that we

think are essential – should be based on the belief that: “Globalization is

changing the video panorama in every aspect”.

QUESTIONS

a) How will regulatory issues comply, will the answer be fast enough?

b) What’s the final destination for public media services?



c) Is commercial sensibleness a possibility so corporate funds can help

the innovations and experiences that are needed for the multi-

platform markets?

d) What types of contents and narratives can be used in these new

markets?

e) How can these new television markets be specified?



6 – BIBLIOGRAPHY

Anderson, C., (2006). A Cauda Longa – Do Mercado de massa para o mercado de nicho, Brasil, Campus. ___(2004). The Long Tail. Wired Magazine Issue 12.10 October 2004. http://www.wired.com/wired/archive/12.10/tail.html. Adorno, T., (2003). Sobre a Indústria da Cultura, Coimbra, Angelus Novos Ed. Baltruschat, D., (2002). Globalization and International TV and Film Co-productions In Search of New Narratives, Media in Transition2: Globalization and Convergence, MIT – Cambridge, Massachusetts, USA. In: http://web.mit.edu/cms/Events/mit2/Abstracts/DorisBaltruschat.pdf. BIPE (2002). Consulting Study for the European Commission (Directorate General Information Society). In: http://ec.europa.eu/information_society/topics/telecoms/regulatory/studies/documents/digital_switchover_in_broadcasting_executive_summary_120402_en.pdf. Block, B., (2001). The Visual Story, , MA – USA, Focal Press. Bray, H., (2007). FCC – rule requires all new TV’s to be digital The Boston Globe. Online at: http://www.boston.com/business/technology/articles/2007/02/26/fcc_rule_requires_all_new_tvs_to_be_digital/. Bria, A., Andersson, Karrberg, P., (2007). TV in the Mobile or TV for the Mobile Challenges and Changing the Value Chain. Em: The 18th Annual IEEE International Symposium on Personal, Indoor and Mobile Radio Communications (PIMRC'07), In: www.ieeexplore.ieee.org/xpls/abs_all.jsp?isnumber=4393983&arnumber=4394185&count=895&index=201. Brooks, K., (1999). Metalinear Cinematic Narrative:Theory, Process, and Tool, PhD Theses, Media Arts & Sciences - Massachusetts Institute of Technology. Em: http://alumni.media.mit.edu/~brooks/ . Brown, A., Picard, R., G., (2005). Digital Terrestrial Television in Europe, Routledge, USA.



Bryant, S., (2006). What Works in online vídeo news? Annenberg USC – Online Journalism Review. In: http://www.ojr.org/ojr/stories/060522bryant/. Cádima, F., (2006). A Televisão ‘Light’ rumo ao Digital, Media XXI, Lisboa. ___(2007). A Crise do Audiovisual Europeu, Media XXI, Lisboa. Candel, R. (2007). The Migration towards Digital Terrestrial Television (DTT): Challenges for Public Policy and Public Broadcasters, in: OBS* (OberCom), vol.1 2007. Available at: http://obs.obercom.pt/index.php/obs/article/view/54/69. Cardoso, G., Espanha, R., (2006) Comunicação e Jornalismo na Era da Informação, Campo das Letras, Lisboa. Carlsson, C.,(2007). Mobile TV – To Live or Die by Content, Proceedings of the 40th Hawaii International Conference on System Sciences. In: http://csdl2.computer.org/persagen/DLAbsToc.jsp?resourcePath=/dl/proceedings/&toc=comp/proceedings/hicss/2007/2755/00/2755toc.xml&DOI=10.1109/HICSS.2007.382 . Carlsson, C., Puhakainen, J., (2006). Nice Mobile Services do not Fly. Observations of Mobile Services and the Finnish Consumers, 19 th Bled eConference eValues. In: http://ecom.fov.uni-mb.si/proceedings.nsf/0/0ca63d73cb281a39c125718000320db2/$FILE/25_Carlsson.pdf. Chan, Olmsted, S., et. al., (2006). Intent of terrestrial digital television Audience knowledge, perceptions and factors affecting the adoption. Online version available at: http://nms.sagepub.com/cgi/content/abstract/8/5/773. Chen, L., Q.,, Xie, X., Fan, X., (2003). A Visual Attention Model for Adapting images on small displays – Multimédia Systems, University of Science and Technology – China, Dept. of Automation, Springer Verlag, USA, 2003. In: http://research.microsoft.com/~xingx/mmsj1.pdf Cooper, W., Lovelace, G., (2006). IPTV Guide Delivering Audio and Video over Broadband. In: http://ieeexplore.ieee.org/. Cópere, Ludovic, (2005). Strategic Outlooks for European High Definition and IP TV In: Master’s Thesis in Engineering Science KTH – University – Sweden. In: http://www.copere.net/ludovic/files/MSc_Thesis.pdf. DSTI/ICCP/CISP, (2007). IPTV: Market Developments and Regulatory Treatment. Working Party on Communication Infrastructures and Service Policy. ! ! ! ! ! ! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!! ! ! ! ! ! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!



Englund, Johan. (2007). Mobile TV – Service Design Strategy, Tese de Mestrado em Tecnologia dos Media, Royal Institute of Technology – School for Computer Science and Education. In: http://www.nada.kth.se/utbildning/grukth/exjobb/rapportlistor/2007/sammanf07/englund_johan.html .

Erdal, J., I. (2007). Researching Media Convergence and Crossmedia News Production, Noridicom Review. In: http://www.nordicom.gu.se/common/publ_pdf/255_erdal.pdf. European Union Commission, (2005) TV without Frontiers: Commission proposes modernised rules for digital era TV and TV-like services. In: http://europa.eu/rapid/pressReleasesAction.do?reference=IP/05/1573&format=HTML&aged=1&language=EN&guiLanguage=fr. Filder, R., (1997). Mediamorphisis: Understanding New Media, SAGE, USA. Gawlinski, M., (2003) Interactive Television Production, Focal Press, Oxford. Gillmour, D., (2004). Nós os Media, Ed. Presença, Lisboa. Hartley, J., (2006). Tele-Visions: Concepts and Methods in Television Studies, Television & Globalisation. In: http://www.ucpress.edu/books/bfi/pages/PROD0531.html. Henten, A., Tadayoni, R., (2002). Articulation of Traditional and Internet TV. Em: Referat przedstawiony podczas konferencji COST A20, Tromsø, Norway. Em: http://cost-a20.iscte.pt/index.jsp?page=documents. ___ (2007). IPTV regulation – Challenges of the new era. In: http://www.itseurope.org/ITS%20CONF/istanbul2007/downloads/paper/07.08.2007_Tadayoni_IPTV.pdf. Iosifidis, P., (2006). Digital Switchover in Europe, In: International Communications Gazette. Available at: http://gaz.sagepub.com/cgi/content/abstract/68/3/249. Islas, Octavio, (2006). La mediamorfosis de la televisión e Internet desde la óptica mcluhaniana. At: http://www.lacoctelera.com/myfiles/octavio-islas/Television-e-internet.pdf. Jakubowicz, K., (2006). PSB: The Beginning of the end, or a new beginning in the 21 ST Century. Em: Presentation for the RIPE@2006 Conference: “Public Service Broadcasting in the Multimedia Environment: Programmes and Platforms. Em: http://www.yle.fi/ripe/Keynotes/Jakubowicz_KeynotePaper.pdf.



Kesim, M., (2007). Effective Integration of Digital Television and Internet as a Network for International On-Line Learning. In: http://www.eadtu.nl/conference-2007/files/OC7.pdf. Knoche, H., Sasse, (et al.) (2007). Getting the big picture on small screens: Quality of Experience in mobile TV. Em: Lekakos, G. Chorianopoulos, K. (eds.) Interactive Digital Television: technologies and applications, Idea Group. <<<<<<<<<<<in: http://www.cs.ucl.ac.uk/staff/H.Knoche/publications.htm. Kumar, A., (2007). Mobile TV: DVB-H, DMB, 3G Systems and Rich Media Applications, Focal Press, MA – USA. Mardsen, Cave, et. al., (2006). Assessing Indirect Impacts in the EC for Video Regulation Proposals – RAND – Europe Technical Report. In: http://www.ofcom.org.uk/research/tv/reports/videoregulation/vidregexec.pdf Obercom (2008), Flash Report - Perspectivas da Implementação da Televisão Digital em Portugal, Novas Tecnolologias, Novos Consumos? Available at: www.obercom.pt. Odlyzko A. M. (2001). Internet TV: Implications for the long distance network. At: AT&T Labs - Research [email protected] http://www.research.att.com/amo. Ofcom (2008) – Office of Communications 2008 – Research Document - 14 August 2008, Communications Market Report. In: http://www.ofcom.org.uk/research/cm/cmr08/. ___ (2007)– Office of Communications 2007 – The Future of Digital Terrestrial Television – Enabling new services for viewers. In: http://www.ofcom.org.uk/consult/condocs/dttfuture/summary/. Pato, L., M., (2006). Cross-Media – A Morte do Canais Generalistas? - Grupo de trabajo: Cibercultura y nuevas tecnologías de la información. IX Congreso IBERCOM. In: http://www.hapaxmedia.net/ibercom/pdf/daCruzPatoLuisMiguel.pdf. Poutanen, A., (2006). Triple Play Services, Helsinki University of Technology, Telecommunications Software and Multimedia Laboratory. In: http://www.tml.hut.fi/Opinnot/T-109.7510/2006/Proceedings_2006.pdf#page=39. Popper, K., Condry J., (1999) Televisão: Um Perigo para a democracia, Trajectos, Lisboa. Prosperetti, E., Tripaldi G., (2007). IPTV missed expectations. Can regulation do the trick? Societ a Italiana di Diritto ed Economia - Italian Society of Law



and Economics. In: http://www.studioprosperetti.it/documents/IPTVTripaldiViscoProsperetti-SIDE07.ppt. Rice, J., McKernan, B., (2002). Creating Digital Content, McGraw Hill, USA. ___ Grotticelli, M., The DTV Transition. ___ Sanders, C., The Case for Professional Communicators in a Digital Age. Roel, M., (2008) Audiovisual Digitalization in Spain and Italy: From Neo – Television to Post – Television, Observatório (OBS*) Journal, 4 (2008), 095-112. Em: http://obs.obercom.pt. Ryan, M. (2005). Beyond Myth and Metaphor – The Case of Narrative in Digital Media. Em: http://www.gamestudies.org/0101/ryan/. SEC., (2003) Comunicação da Comissão ao Conselho, ao Parlamento Europeu, ao Comité Económico e Socila Europeu e ao Comité das Regiões relativa à transição da radiodifusão analogical para o digital – da Transição para o digital ao fim do analógico, http://ec.europa.eu/information_society/policy/ecomm/doc/info_centre/communic_reports/switchover/acte_pt_vf.pdf. Siapera, E., (2004). From couch potatoes to cybernauts? The expanding notion of the audience on TV channels’ websites. This article can be found at: http://nms.sagepub.com/cgi/content/abstract/6/2/155. Simpson, W., Greenfield, H., (2007) IPTV and Internet Vídeo, Oxford – UK, Focal Press. Södergård, C., (2003) Mobile television-technology and user experiences. Em: VTT Mobile Television Technology and User Experience. Em: VTT Publications 506. Tadayoni, R., Sigurdsson, H., (2006) IPTV Market development and regulatory aspects - Center for Information and Communication Technologies, CICT COM, Technical University of Denmark. Em: http://www.viskan.net/..%5Cpublications%5CITS2006_conference_version.pdf. Tadayoni, R., Skouby, K., (1999). Terrestrial digital broadcasting: Convergence and its regulatory implications, Telecommunications Policy 23 (1999) 175 – 199. In: http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VCC-3WC42PT-6&_user=2465466&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_versio



n=1&_urlVersion=0&_userid=2465466&md5=433af226ea182e18feae804b2529f1d9 The Accenture Global Content Study 2008 - The Challenge of Change: Perspectives in the Future for Content Providers. Em: http://tvdigital.files.wordpress.com/2008/09/challengeofchange.pdf . Trefzger, J., (2005) Mobile TV-Launch in Germany – Challenges and Implications Em: Arbeitspapiere des Instituts fur Rundfunkokonomie. Em: http://rundfunkoek.uni-koeln.de/institut/pdfs/20905.pdf. Vangenck, M., Jacobs, A., (2008). Does Mobile Television Challenge the Dimension of Viewing Television? An Explorative Research on Time, Place and Social Context of the Use of Mobile Television Content. 122-127. In: http://dblp.uni-trier.de/db/conf/euroitv/euroitv2008.html#HandV08 Wolton, D., (2000) E Depois da Internet?, Algés, Difel. Xiao, Y., Du, X., (2007). Internet Protocol Television (IPTV): The Killer Application for the Next-Generation Internet. In: Univ. of Alabama, Tuscaloosa. Em: http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?arnumber=4378332. Zeeman, J., D., Atgeld J., (2003).The IPTV/VoD Challenge - Upcoming Business Models". By Jochen Altgeld - IBM Paper for the International Engineering Consortium (IEC). Whitepaper IPTV/ VoD. In: www.ibm.com/industries/media/doc/content/bin/VoDIPTVWhitepaperv2AltgeldZeeman_1.pdf WEB PAGES: Massachusetts Institute of Technology (MIT) Interactive Cinema – Media Fabrics http://mf.media.mit.edu/pubs/pubs.php. Donald Norman’s Web Page at: http://www.jnd.org/dn.mss/affordances_and.html. Telefónica “Imageneo Project” http://www.telefonicaonline.com/on/pub/servicios/onTOEntrada/0,,entrada%2Brd_imagenio%2Bv_segmento%2BAHOG%2Bv_idioma%2Bes%2Bmenu_izq%2B1%2Bmenu_cab_sup%2Btelevision%2BambitoAcceso%2Bpub,00.html?v_segmento=AHOG&v_idioma=es.



END NOTES: 1 Donald Norman says that the: “word ‘affordance’ was originally invented by the perceptual psychologist J. J. Gibson (1977, 1979) to refer to the actionable properties between the world and an actor (a person or animal). To Gibson, affordances are a relationship. They are a part of nature: they do not have to be visible, known, or desirable. Some affordances are yet to be discovered. Some are dangerous. I suspect that none of us know all the affordances of even everyday objects. http://www.jnd.org/dn.mss/affordances_and.html. 2 Iosifidis, P., (2006). Digital Switchover in Europe, In: International Communications Gazette. Available at: http://gaz.sagepub.com/cgi/content/abstract/68/3/249 3 Or DTTV – Digital Terrestrial Television 4 IPTV – Internet Protocol Television 5 The Accenture Global Content Study 2008 - The Challenge of Change: Perspectives in the Future for Content Providers. Em: http://tvdigital.files.wordpress.com/2008/09/challengeofchange.pdf. 6 The Directorate for Science, Technology and Industry Working Party on Telecommunication and Information Services Policies – Policy Considerations for Audio-visual Content Distribution in a Multiplatform Environment. Em: http://www.oecd.org/dataoecd/25/24/6869228.pdf. 7Pato, L., M., (2006). Cross-Media – A Morte do Canais Generalistas? - Grupo de trabajo: Cibercultura y nuevas tecnologías de la información. IX Congreso IBERCOM. In: http://www.hapaxmedia.net/ibercom/pdf/daCruzPatoLuisMiguel.pdf. 8 ADSL – Asymetric Digital Subscriber Line 9 Triple Play – One Line, three services – Data, Television and Telephone. 10 Tadayoni, R., Sigurdsson, H., (s/d) IPTV market development and regulatory aspects. Em: http://orbit.dtu.dk/getResource?recordId=192961&objectId=1&versionId=1. 11 Television Without Frontiers Directive.



12Researched in the Internet on the site: http://www.telefonicaonline.com/on/pub/servicios/onTOEntrada/0,,entrada%2Brd_imagenio%2Bv_segmento%2BAHOG%2Bv_idioma%2Bes%2Bmenu_izq%2B1%2Bmenu_cab_sup%2Btelevision%2BambitoAcceso%2Bpub,00.html?v_segmento=AHOG&v_idioma=es. 13 Ofcom – Office of Communications 2008 – Research Document - 14 August 2008, Communications Market Report. Em: http://www.ofcom.org.uk/research/cm/cmr08/. 14 Obercom (2008), Flash Report - Perspectivas da Implementação da Televisão Digital em Portugal, Novas Tecnolologias, Novos Consumos? Em: www.obercom.pt. 15 For more informations please see the site: www.meo.pt 16 Digital Video Broadcasting – Terrestrial 17 Available on the following site: http://acesso.clix.pt/televisao/lista.html. 18 For more informations please see the site: www.rtp.pt. 19 Para mais informações consulte o sítio: http://ww1.rtp.pt/wportal/entretenimento/hotspot/index.php (Consultado na Internet em 27/05/2008). 20 Presentation “ Programar e Produzir na Era Digital ” – University of Aveiro – 10/17/2008. http://www.modibec.org/download/Links/MOBILE%20TV%20IN%20JAPAN.pdf.

THE CURRENT MULTI-PLATFORM TELEVISION MARKET IN PORTUGAL (FROM HISTORIC ISSUES TO THE CURRENT...

Education

Transcript of THE CURRENT MULTI-PLATFORM TELEVISION MARKET IN PORTUGAL (FROM HISTORIC ISSUES TO THE CURRENT...