Innovation Strategies for an International Broadcaster

Wilfried [email protected]

Distribution DirectorateDeutsche Welle

Slide 1AMSU Maastricht, July 2007



Slide 2

INDEX

1. DW – Mission & Media

2. Media Trends & Challenges

3. Innovation in progress - From Broadcaster to Content Provider

4. Innovation projects - Greatest Hits and Misses



Slide 3

DEUTSCHE WELLE

1,500 Employees from over 60 nations.



Slide 4

Programme, content and services in 30 languages.

DW-TV DW-RADIO DW-WORLD.DE DW-AKADEMIE

DEUTSCHE WELLE



Slide 5

We communicate German points of view as wellas other perspectives.

We promote intercultural dialogue and work to further

international understanding and tolerance.

MISSION STATEMENT



Slide 6

We communicate the values of free democracy and

support human rights.

We report independently, comprehensively, truthfully

and on a pluralistic basis.

MISSION STATEMENT



Slide 7

INDEX







Slide 8

Market Trends – Citizen Media – Blogs, Web 2.0 …



Slide 9

www.thebobs.com

„The oscar of blogs“

El Pais

http://www.thebobs.com/



Slide 10

90% of Top 20 Most Watched Videos on Youtube from „Users“

Market Trends – Citizen Media/Video Portals



Slide 11

DVB-H trials in Europe 2006

_Helsinki trial

•Nov 04 – ca. Apr 05

•500 pre-commercial users

•Mobile TV

•Nokia, Digita, MTV (Finnish TV, not Music TV), Nelonen, Radiolinja, TeliaSonera Finland und YLE

_UK trials

_O2 & Aquiva

_Italy commercial launch

•05/2006: H3G/RRD

•09/2007: Mediaset/TIM/VF-IT

_France trials

•Towercast, Nokia

•Bouygues, Orange, SFR _Belgium trial

•Proximus

_German bmco trial 2004, MMD trial 2004

•Vodafone DE, Nokia, Philips, Universal

_Pre-commercial multi-MNO 2006 trials Berlin, Hamburg Munich, Hannover

_T-Systems and all 4 MNOs

_NL trial

•KPN, Digitenne, TNO, Nozema

•250 users

_Czech trial

•Prague

•T-Mobile

_Spain trials

•Telefonica, Abertis & Nokia:Madrid & Barcelona, 500 users

•VF: Valencia & Sevilla

_Switzerland (DVB-H)

•Swisscom

•Berne trial Jan/Jul 2005

_Ireland trial

•Dublin

•Nokia, RTE

_Trial 2006, commercial launch Q1/2007

_Pot. Launch 2007

_Pot. Launch 2007

_License issued (to KPN), launch 2007?

_License issued, launch 2006

_2 free MUXes

_Austrian trials

_Mobilkom heavily working on DVB-H

VF.DE: MNO Consortium building

VF.IT: Comm launch 09/2006

VF.ES: running trial

SFR: running trial

Swisscom: running trial

VF-UK: discussing L-Band



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Market Trends – Mobile Web

‚3‘ selling „Access only“ packages

More WiFi enabled phones



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Market Trends – Video Portals – www.blinkx.com



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Market Trends – Search & Visualisation

Do homework on Search Engine Optimization and:

– think Netvibes, think iTunes, social bookmarking …



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Swarmthe.com



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Newsmap



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Market Trends – Search and Visualisation



Slide 18

EMM European Media Monitor

EMM NewsBriefEMM NewsBrief



Slide 19

Market Trends - Summary

Vast choice, time-independent media consumption - On Demand

Individual selection of programme – Personalisation

Location-independent media usage – Mobility

Content aggregation re-defined



Slide 20

INDEX



3.Innovation in progress - From Broadcaster to Content Provider




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Main Challenges

CHANGING MEDIA MARKETS

convergence of tv, radio and internet is growing fast traditional media is complemented by digital media

services individual media usage is on the rise – personalized

content



Slide 22

Main challenges – international broadcaster perspective

increase of international broadcasters and

content-providers

rapid increase of internet usage

larger variety of media offerings – need for local focus



Slide 23

DW-RADIO, DW-TV & DW-WORLD.DE.Early 90‘s Limited devices in quantity and features. Limited distribution and transmission channels.

50‘s 90‘s

http://images.google.de/imgres?imgurl=http://www.ddr-museum.de/fileadmin/team/pressebilder/fernseher.jpg&imgrefurl=http://www.ddr-museum.de/de/aktuell/presse/pressebilder/&h=1608&w=2256&sz=582&hl=de&start=11&tbnid=tO7mfeawqXoeWM:&tbnh=107&tbnw=150&prev=/images%3Fq%3Dfernseher%26svnum%3D10%26hl%3Dde%26lr%3D



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DW-RADIO, DW-TV & DW-WORLD.DE.2000 – today: More devices with more features. New distribution and transmission channels. Content for various platforms.



Slide 25

Changing Media Consumption



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Definition of the „right“ content and the „right“ medium for the „right“ target groups

30 languages but more than 30 media markets Distribution is analogue and/or digital DW-RADIO, DW-WORLD.DE and DW-TV are

complementary Not all media services for all target markets

DW‘s Strategy: Key Issues



Slide 27

DEUTSCHE WELLE Strategy

DEUTSCHE WELLE Distribution re-loaded:

New Media Transmission

International Press and Promotion

Sales

Marketing

Strategy Market Research and

Evaluation



Slide 28

Department of Strategy, Marketing and Distribution

DW-WORLD.DE: 30 languages

news and analysis mobile service services: newsletter,

RSS etc. Web 2.0.: Blogs etc. 50 Mio PIs / month (in

2001: 1,8 Mio PIs)

Status quo - DW-WORLD.DE/NEW MEDIA:



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DW-RADIO & DW-TV via DW-WORLD.DE:

streaming Media & IPTV DW-TV & DW-RADIO live and on demand DW-TV peer-to-peer (P2P) DW-TV on various IPTV-platforms („triple play“)

downloadmanual download, podcasting

mobile servicesmobile.dw-world.de - DMB / DVB-H

DW-WORLD.DE/ NEW MEDIA



Slide 30

Download - Podcasting started: 11/2004 (US elections) today: 50 audio and 2 video podcasts workflows: fully automated




Slide 31

Mobile Services

mobile.dw-world.de started: 01/2005 30 languages

DMB / DVB-H DMB (Digital Media Broadcast) DVB-H (Digital Video Broadcasting-Handhelds):

major usage: mobile-tv project „MiFriends“ during FIFA-Worldcup




Slide 32


Rebroadcasting via Audio Depot

download for professional radio stations / broadcasters DW-RADIO in 29 languages mp3-files



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Rebroadcasting via TransTel

for broadcasters select from a wide range of programmes documentaries, family entertainment, children's

programmes, sports, music, and fiction www.transtel.tv



Slide 34


DW-TV

cable, satellite, terrestrial DTH, rebroadcasting, TransTel in English, German, Arabic and Spanish further more: Bahasa, Turkish, Uzbek, Chinese



Slide 35


DW-RADIO

DW strengthens its FM-strategy in target markets

Europe is DW‘s number one test market for DRM

on-demand usage of programmes as digital services is becoming increasingly important



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DEUTSCHE WELLE follows a multi-platform strategy

to reach its target groups

DEUTSCHE WELLE Strategy



Slide 37

INDEX







Slide 38

Detecting weak signals in …

Media distribution

Media production

Media consumption

Innovation projects - What?

„Impossible to see the future is.”

(Master Yoda):



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How?

Monitor

Interface

Network

Fund

Manage

Transfer



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Slide 42

The Germanizer.Com



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Hits & Misses

2002 - 20042005ff

http://www.dw-world.de/popups/popup_lupe/0,,2212011,00.html



Slide 44

Recent projects

Information Society Technologies

- C-Mobile (Mobile Media)- MESH (Search and Personalisation)- Gredia (GRID)- INCCOM (Crossmedia Market Survey)

eContent

- Video Active (Video portal on European TV history)

FP7

- CASAM (Metadata & Annotation – with the EJC!)- CCAST (Context Aware Mediacasting)



Slide 45

THANK YOU!

Innovation Strategies for an International Broadcaster

Business

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