GOVERNING THE TRANSITION TO DIGITAL TERRESTRIAL TELEVISION Challenges for Public Policy and the Role of Public Service Broacasters Roberto Suárez Candel Pompeu Fabra University Barcelona - Spain Digital Television Revisited: Linking Users, Markets and Policies COST Action Corvinus University | Budapest - May 15 th, 2008

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Neoliberal values Market Competition Deregulation Non intervetionism COMMUNICATION – MEDIA – TELEVISION CONTEXT

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Neoliberal values Market Competition Deregulation Non intervetionism COMMUNICATION – MEDIA – TELEVISION CONTEXT Is Public Policy necessary?

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digital Terrestrial Television needs Public Policy

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digital Terrestrial Television needs Public Policy WHY?WHAT FOR?

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digitalisation is transforming the whole television system Production Distribution Programming Equipment Viewing patterns Audiences Structure

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digitalisation is transforming the whole television system Production Distribution Programming Equipment Viewing patterns Audiences Structure … but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez … the terrestrial platform is linked to social and political objectives

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Despite of those facts, DTT was initially implemented following commercial logics…

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Despite of those facts, DTT was initially implemented following commercial logics… …that failed or had to be reconsidered.

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Governments and public administrations have accepted/assumed their responsabilities...

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Governments and public administrations have accepted/assumed their responsabilities and DTT has become a case study of public policy within the neoliberal scenario

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Policy for DTT National - Supranational diversitycoordination

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Policy for DTT National - Supranational diversitycoordination Internationalisation of certain processes and markets

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Digitalisation transforms Public Policy? How Public Policy addresses DTT?

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Digitalisation transforms Public Policy? VALUES OBJECTIVES OBJECTS INSTRUMENTS

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Public Policy addresses DTT? VALUES OBJECTIVES OBJECTS INSTRUMENTS

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy From Market vs Social to Market and Social

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy From Market vs Social to Market and Social Coherence between political discourse and facts

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation PATIENT ACTOR

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation PATIENT Legitimacy and redefinition Internal Restructuring Programming / Distribution Accountability

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation ACTOR Lincensing / Universal access - service Contents and Services Public Communication Assisting the migration of the viewers

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Service Broadcasters can become ENABLERS of DTT and a good allies/instrument for Public Policy

Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Thank you! Roberto Suárez Pompeu Fabra University Barcelona – Spain