1 Is television dead? Does digital television have a future? Peter Olaf Looms DR Media Strategy &...
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Transcript of 1 Is television dead? Does digital television have a future? Peter Olaf Looms DR Media Strategy &...
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Is television dead?Does digital television have a future?
Peter Olaf LoomsDR Media
Strategy & Projects
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TV is Dead - True or False?1. Young people don’t watch TV1. Young people don’t watch TV
2. The Internet is replacing TV2. The Internet is replacing TV2. The Internet is replacing TV2. The Internet is replacing TV
3. People don’t 3. People don’t watch ads anymorewatch ads anymore
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The menu this evening:• Television in ”the good old days”• Television today: how things have changed• What do these changes mean for viewers?• What do these changes mean for DTT in Hong
Kong?
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
1967A social experience1967A social experience
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
1967A social experience
Little choice
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
1967A social experience
Little choiceNo need for a remote
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
1967A social experience
Little choiceNo need for a remote
Watching TV when it was broadcast
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
1967A social experience
Little choiceNo need for a remote
Watching TV when it was broadcast
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Television in the ”good old days”
1980 1985 1990 1995 2000 20101975
Television in the fifties
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
Who wants to watchfootball alone?
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose from
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it on
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...
Participating(voting)
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
Engaging
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
ImmersiveImmersive(a real home cinema)
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
...or just Killing time
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...More viewer control...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...More viewer control...
The TV set for other media...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...More viewer control...
The TV set for other media...TV on other platforms...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...More viewer control...
The TV set for other media...TV on other platforms...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
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Television today
1980 1985 1990 1995 2000 20101975
PersonalPocketMedia
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
PersonalPurseMedia
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
2008Still a social experience
But also an individual one...More channels to choose fromMore screens to watch it onThe television experience
is changing...More viewer control...
The TV set for other media...TV on other platforms...
Watching when YOU want...
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
AsynchronousViewing
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Television today
1980 1985 1990 1995 2000 20101975
Television in the fifties
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TrendsThe shift in power from scheduler to viewer
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Trends 5. The shift in power from scheduler to viewer
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Trends 5. The shift in power from scheduler to viewer
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Trends The shift in power from scheduler to viewer
1985 1990 1995 2000 2005 20101980
Choosing which channel to watch(trial and error)
Selecting a programme to
watch (EPG)
Deciding where inthe home to watch
Deciding when to watch
Deciding what andwhen to watch
Deciding where to watch
TheRCD
TeletextEPG, web
More than 1TV at home
Time-shiftingPVR (+ VHS)
On DemandVOD, IPTV,podcasting
Place-shifting3G, B2H,
podcasting
Choice +Control = Convenience= More viewing!
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TrendsFrom Couch Potato to participating in
& creating TV
1985 1990 1995 2000 2005 20101980
Choosing which channel to watch(trial and error)
Selecting a programme to
watch (EPG)
Deciding where inthe home to watch
Deciding when to watch
Deciding what andwhen to watch
Deciding where to watch
TheRCD
TeletextEPG, web
More than 1TV at home
Time-shiftingPVR + VHS
On DemandVOD, IPTV,podcasting
Place-shifting3G, B2H,
podcasting
Contributing toprogrammes
SMS, MMS,photos &
videos
Making programmes
Citizenmedia,
peercasting
Taking part in programmes
Voting inTV shows/”spoiling”
reality shows
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What does all this mean for viewers?
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What is their problem?
Finding something worthwhile to watch!Finding something worthwhile to watch!
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How do they know what’s on?
EPGEPG[Digital TV [Digital TV or IPTV]or IPTV]
ECGECG[MediaCenter][MediaCenter]
ESGESGElectronic Electronic Service Service GuideGuide
EPGEPG
[Teletext][Teletext]
EPG [Web]EPG [Web]]]
ProgrammeProgrammeGuide in papersGuide in papers& magazines& magazines
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What is their problem?
Can watch Can watch whatwhat they want they want
(choice/control)(choice/control)
Can watch Can watch whenwhen they want they want
(time shift)(time shift)
Can watch Can watch whatwhat and and whenwhen they want they want
(on demand)(on demand)
Can watch Can watch wherewhere they want they want(place shift)(place shift)
Can watch Can watch on any deviceon any device(computer, TV, mobile)(computer, TV, mobile)
But can they actuallyBut can they actuallyfind and watch whatfind and watch what
they want?they want?
Depends onDepends onmetadata thatmetadata thatmakes sensemakes senseto them andto them andtheir devicestheir devices
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TV is Dead - True or False?1. Young people don’t watch TV1. Young people don’t watch TV
2. The Internet is replacing TV2. The Internet is replacing TV2. The Internet is replacing TV2. The Internet is replacing TV
3. People don’t 3. People don’t watch ads anymorewatch ads anymore
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1. TV consumption will be stable or increase• Some young adults will view TV mainly on the Internet or handheld devices• Most will still watch TV on TV
2. TV consumption will polarise - TV Anytime• 80% will be watch TV as it is broadcast• 20% will be PVRs, On Demand and podcasts• A new challenge to market content for asynchronous use
3. TV content will differentiate into premium & commodities• ”Liveness” = News, sports, events, high-end TV fiction• Immmersive, cinema-like TV (long-form)• TV commodities for killing time (short/long form) with many delivery platforms and windows• User Created Videos (short form) will co-exist with ”liveness”, not replace it.
4. Understand each viewer• Content that matches the viewer’s sense of quality• Delivering TV on a platform that the viewer wants• Context - understanding the viewer’s needs, where and when they want to watch TV together or on their own.
TV in the next five years?
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What does all this mean for Digital Terrestrial TV
in Hong Kong?
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The switch from analogue to digital...
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Hong Kong (1967 - December 30 2007)
analogue
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Hong Kong (December 31 2007 - 2012TBC)
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7analogue digital
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Hong Kong (December 31 2007 - 2012TBC)
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Hong Kong (2012TBC onwards)
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7digital
”The Digital Dividend”
Spectrum that can be used for something else:• More channels in standard quality• Access services• High definition TV channels• Interactive TV• Mobile radio and TV• Wireless Internet• some combination of the above...
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7digital
Hong Kong - Digital Terrestrial TVObservations & Predictions
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Thank you!
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Contact particulars
Peter Olaf LoomsDR, Danish Broadcasting CorporationDR MediaStrategy & ProjectsDR-ByenEmil Holms Kanal 20DK-0999 Copenhagen CDENMARK
E: [email protected] , [email protected]: +45 51 56 75 46D: +45 35 20 83 66