Hybrid Television Opportunities and Challenges for Public Broadcasters to improve their service to the citizenship. Dr. Roberto Suárez Candel Marie Curie Research Fellow IAMCR 2010 Conference Braga, July 18 th -21 st, 2010

IAMCR Dr. Roberto Suárez Candel 1 Hybrid Television: Opportunities and challenges for Public Broadcasters Post-doctoral Research Project funded by the Marie Curie Intra-European Action PSB - Digital Redefining and repositioning Public Service Broadcasting in the digital and multiplatform scenario.

IAMCR Dr. Roberto Suárez Candel 2 Hybrid Television: Opportunities and challenges for Public Broadcasters »Outline  Context – Transformation processes  What is Hybrid TV?  State of the art  SWOT analysis  Empowering participation

IAMCR Dr. Roberto Suárez Candel 3 Hybrid Television: Opportunities and challenges for Public Broadcasters »Context – Transformation processes  Switch-over across Europe: asymmetric and asynchronous.  Flat Screens – High Definition (HD)  3 Dimensions TV (3D)  Online strategies: Webcasting – Web 2.0  Transmission: MPEG-2  MPEG-4 DVB-T  DVB-T2

IAMCR Dr. Roberto Suárez Candel 4 Hybrid Television: Opportunities and challenges for Public Broadcasters »Context – Transformation processes  Broadband penetration grows  migration to mobile  smart phones / tablets  Multiple screens: audience fragmentation & segmentation.  Online on-demand video is the king of the net  Economic crisis

IAMCR Dr. Roberto Suárez Candel 5 Hybrid Television: Opportunities and challenges for Public Broadcasters »Context – Transformation processes Anything – Anywhere - Anytime NEW PARADIGM Personalization + Customization

IAMCR Dr. Roberto Suárez Candel 6 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV?

IAMCR Dr. Roberto Suárez Candel 7 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV? “It is the convergence between broadcast and Internet content for a coherent experience.” “...for a enriched viewing experience.” Source: L. Vermaele, EBU Technical director, 2009 Source: DIGITAG, August 2009

IAMCR Dr. Roberto Suárez Candel 8 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV? Source: Dr. K. Illgner-Fehns, Institut für Rundfunktechnik (IRT), (2009): Rundfunk und Medientechnik im 21.Jahrhundert

IAMCR Dr. Roberto Suárez Candel 9 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV? Source: HbbTV.org

IAMCR Dr. Roberto Suárez Candel 10 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV?

IAMCR Dr. Roberto Suárez Candel 11 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV? It is NOT:  Internet Television (webcasting)  IPTV  Internet on the TV screen … but these experiences can be helpful.

IAMCR Dr. Roberto Suárez Candel 12 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV?

IAMCR Dr. Roberto Suárez Candel 13 Hybrid Television: Opportunities and challenges for Public Broadcasters »What is Hybrid TV?

IAMCR Dr. Roberto Suárez Candel 14 Hybrid Television: Opportunities and challenges for Public Broadcasters »State of the art  CE Manufacturers have taken the initiative regarding IP connectivity.  Philips  Net TV  Samsung   Panasonic  Vieracast

IAMCR Dr. Roberto Suárez Candel 15 Hybrid Television: Opportunities and challenges for Public Broadcasters »State of the art  The market needs horizontal standards that guarantee interoperability  BBC  Canvas Project (UK)  Cross Industry Consortium  HbbTV (FR + GE)

IAMCR Dr. Roberto Suárez Candel 16 Hybrid Television: Opportunities and challenges for Public Broadcasters »State of the art

IAMCR Dr. Roberto Suárez Candel 17 Hybrid Television: Opportunities and challenges for Public Broadcasters »State of the art

IAMCR Dr. Roberto Suárez Candel 18 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - STRENGTHS  Technical specifications are built on current standards no new developments + backwards compatibility  Technical specifications are built on current standards  no new developments + backwards compatibility  No investment in transmission infrastructure  Broadband penetration / speed is growing  Popularisation of WIFI  Home networking creates a positive environment  Devices are already available at the market

IAMCR Dr. Roberto Suárez Candel 19 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - STRENGTHS  Previous experiences like BBC iPlayer or smart phones Apps have been very successful  Online on-demand services are growing  Main Tv set is still the primary access point for video content  Some users already connect their Pc’s with their Tv sets  Users prefer professional content instead of UGC  Low political profile

IAMCR Dr. Roberto Suárez Candel 20 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - WEAKNESSES  Manyplayers involved  agreement on standards becomes more difficult  Many players involved  agreement on standards becomes more difficult  Individual initiatives based on legacy solutions have been launched  fragmentation due to lack of interoperability  confusion  User incorporation depends on having a hybrid device + broadband connectivity  cost  IPTV and Cable operators are strong alternatives.  Investment in new content / services is needed but the business model is not clear yet.

IAMCR Dr. Roberto Suárez Candel 21 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - WEAKNESSES  Interactivity has never been a safe value.  Online content needs to go HD, otherwise lack of quality.  “Lean-back” attitude is still strong in front of television  “Lean-back” attitude is still strong in front of television.

IAMCR Dr. Roberto Suárez Candel 22 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - OPPORTUNITIES  Making spectrum available for other services  Linear television is enhanced  more added value  more viewers /consumption  new business models and revenues  New interactivity options for DTT / SAT  Social networking  interest communities, recommendations, most viewed (push VoD)  Recovering the lost audience / creating new targets  New audience behaviour tracking options

IAMCR Dr. Roberto Suárez Candel 23 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - OPPORTUNITIES  Personalisation / Customization + Localization  new services, opportunities for advertising  improvement of viewer’s loyalty  An option for reducing digital divide and consolidating the Information Society  Better service for handicaped people  New windows for 3rd parties contents / services  Better fulfilment of Public Service remit?

IAMCR Dr. Roberto Suárez Candel 24 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - THREATS  CE manufacturers control the access to the audience.  Content providers circumvent broadcasters (agreements with CE manufacturers)  Broadcasters lose control over the screen due to non related content / services  Linear programming loses visibility + audience fragmentation  degradation of the brand + impact on advertising.  Network saturation due to flash-crowds (live events) or too fast growth  collapse / quality

IAMCR Dr. Roberto Suárez Candel 25 Hybrid Television: Opportunities and challenges for Public Broadcasters »SWOT analysis - THREATS  Costs rising due to an excess on data transferring  New DRM issues - New window for illegal content  Viruses  Low political profile  Is public interest under threat?

IAMCR Dr. Roberto Suárez Candel 26 Hybrid Television: Opportunities and challenges for Public Broadcasters »Empowering participation How can Hybrid TV be used by Public Service Broadcasting in order to improve the engagement of its audience(s)? How can Hybrid TV be used by Public Service Broadcasting in order to improve the engagement of its audience(s)?

IAMCR Dr. Roberto Suárez Candel 27 Hybrid Television: Opportunities and challenges for Public Broadcasters »Empowering participation Online Social Networking  Voting  I like  Recommend  Favourites  Share  Comment  Forums  Alerts Own solutions / external platforms? A new public sphere? Assessing Public Service? Learning from the audience?

IAMCR Dr. Roberto Suárez Candel 28 Hybrid Television: Opportunities and challenges for Public Broadcasters »Empowering participation Online Social Networking e-Administration  Adapt online services  Consolidation of Info. Soc.

Hybrid Television: Opportunities and challenges for Public Broadcasters Thank You!