Public Service Media in Germany: the ‘Drei Stufen Test’ and its consequences.
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Transcript of Public Service Media in Germany: the ‘Drei Stufen Test’ and its consequences.
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Public Service Media in Germany: the ‘Drei Stufen Test’ and its
consequences.
Dr. Roberto Suárez CandelMarie Curie Research Fellow
Exeter, July 1st, 2011Public Service Broadcasting in Europe in the Digital Age
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The 3 Stufen Test and its consequences
PSB - DigitalRedefining and repositioning Public Service Broadcasting in the digital
and multiplatform scenario.Post-doctoral Research Project
funded by the Marie Curie Intra-European Action
www.psb-digital.eu
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Outline
1. Situation of Public Service Media in Germany
2. The ‘Three Steps Test’ (Dreistufentest)ORIGIN OF THE CONFLICTREACTIONS AND DIFFERENT APPROACHESAGREEMENT AND IMPLEMENTATIONRESULTS & FUTURE ISSUES
The 3 Stufen Test and its consequences
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1. Public Service in Germany
The 3 Stufen Test and its consequences
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1. Public Service in Germany
The 3 Stufen Test and its consequences
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1. Public Service in Germany
The 3 Stufen Test and its consequences
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1. Public Service in Germany
The 3 Stufen Test and its consequences
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• 2009, the public fee = 7.6 billions €
• ARD-Dritte, the regional (state) public channels were the most viewed channels in Germany, with 13.5% of the share.
• Das Erste and ZDF also had good results, with 12.7% and 12.5% respectively.
1. Public Service in Germany
The 3 Stufen Test and its consequences
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• The public service thematic channels obtained more discrete viewing figures (between 0.7% and 1.4%), but they were also leaders in that market niche. • The public service offer is the leader of the
German market with an average aggregated daily audience share between 41.5% and 45.3% (2009).
1. Public Service in Germany
The 3 Stufen Test and its consequences
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German PSB are innovative agents
• Leading and reference role during the DTT transition (2003-2008)
• Take part in the satellite analogue switch-off (April 2012)
1. Public Service in Germany
The 3 Stufen Test and its consequences
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German PSB are innovative agents
• Multiplatform offer: Sat, Cab, DTT, IPTV, Hybrid Tv, Web Tv, Mobile devices.
• Online activities: Mediathek, podcast, rss, newsletters, social networking.
• HbbTV, High Definition
1. Public Service in Germany
The 3 Stufen Test and its consequences
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2. The ‘Three Steps Test’ (Dreistufentest)
• 2002-2004: complaints in front of the European Commission against German Public Broadcasters: funding / activities
BDZV – Bundesverband der Deutscher Zeitungsverleger
VPRT – Verband Privater Rundkunk und Telekommunikation
ORIGIN OF THE CONFLICT
The 3 Stufen Test and its consequences
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2. The ‘Three Steps Test’ (Dreistufentest)
• 2005-2006: EC carries out investigations
Competition
Regulation
Approach
German Constitutional Rulings
REACTIONS AND DIFFERENT APPROACHES
The 3 Stufen Test and its consequences
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2. The ‘Three Steps Test’ (Dreistufentest)
• Better definition of Public Service Remit
• Ex –ante evaluation procedure
• April 2007: Beihilfekompromiss
• 2008: Regulation/Policy designDecember 12th RStV
AGREEMENT AND IMPLEMENTATION
RemitScope / Range3STNegative List
The 3 Stufen Test and its consequences
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• June 2009: 12th Interstate Broadcasting Treaty enters into force and incorporates the ‘Three Steps Test’
• June 2009 – August 2010: Test implementation complex & expensive
2. The ‘Three Steps Test’ (Dreistufentest)
AGREEMENT AND IMPLEMENTATION
The 3 Stufen Test and its consequences
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Which are the 3 steps?
2. The ‘Three Steps Test’ (Dreistufentest)
The 3 Stufen Test and its consequences
1. To what degree does the offer conform to the democratic, social and cultural needs of society?
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Which are the 3 steps?
2. The ‘Three Steps Test’ (Dreistufentest)
The 3 Stufen Test and its consequences
2. To what degree does the offer contribute to editorial competition in a qualitative manner?
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Which are the 3 steps?
3. What financial expenditure is required for the implementation of the offer?
2. The ‘Three Steps Test’ (Dreistufentest)
The 3 Stufen Test and its consequences
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Which are the 3 steps?
2. The ‘Three Steps Test’ (Dreistufentest)
The 3 Stufen Test and its consequences
1. Compliance with Public Service Remit
2. Editorial Competition (market impact)
3. Funding
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2. The ‘Three Steps Test’ (Dreistufentest)
1. Compliance with Public Service Remit
• Definition of the Telemedienkonzept
TargetAim & FocusContentDuration
The 3 Stufen Test and its consequences
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2. The ‘Three Steps Test’ (Dreistufentest)
2. Editorial Competition (market impact)
• Analysis of the quality and quantity of the existing free services.
• Impact on the existing offer.• Contribution to editorial competition
qualitative approach
The 3 Stufen Test and its consequences
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2. The ‘Three Steps Test’ (Dreistufentest)
3. Funding
• Whether the cost is appropriate and comparable to market conditions
The 3 Stufen Test and its consequences
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A very complex implementation process:
• Definition of Public Service Remit for Telemedia
• Definition of evaluation criteria
• Broadcasting Councils needed training
• Extra budget and administrative task force
2. The ‘Three Steps Test’ (Dreistufentest)
• Responsibility for implementation Broadcasting Councils
The 3 Stufen Test and its consequences
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• Each public broadcaster carried out several tests / total = 41
• Criticism concerning transparency
A very complex implementation process:
2. The ‘Three Steps Test’ (Dreistufentest)
The 3 Stufen Test and its consequences
• External economic assessment conflict with commercial operators
• Participation of third parties
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• A stronger legitimation of the online services
• A better planification of Public Service expansion
All the evaluations tests had a POSITIVE result
2. The ‘Three Steps Test’ (Dreistufentest)
RESULTS & FUTURE ISSUES
• An improved public accountability
The 3 Stufen Test and its consequences
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• The release of APPs without having passed the 3ST
• Competition complaints in front of district courts
2. The ‘Three Steps Test’ (Dreistufentest)
RESULTS & FUTURE ISSUES
• PSB commercial services (VoD)
• Funding: sponsoring has been forbidden
The 3 Stufen Test and its consequences
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Thank you!
Dr. Roberto Suárez CandelMarie Curie Research FellowHans-Bredow-InstitutHamburg - Germany
The 3 Stufen Test and its consequences