1. 1 Is television dead? Does digital television have a future? Peter Olaf Looms DR Media Strategy & Projects

2. 2

3. 3 TV is Dead - True or False? 1. Young people don’t watch TV 2. The Internet is replacing TV 3. People don’t watch ads anymore

4. 4 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?

5. 5 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties 1967 A social experience 1967 A social experience

6. 6 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties 1967 A social experience Little choice

7. 7 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties 1967 A social experience Little choice No need for a remote

8. 8 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast

9. 9 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast

10. 10 Television in the ”good old days” 19801985 1990199520002010 1975 Television in the fifties

11. 11 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience Who wants to watch football alone?

12. 12 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one...

13. 13 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one...

14. 14 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from

15. 15 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on

16. 16 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... Participating (voting)

17. 17 Television today 19801985 1990199520002010 1975 Television in the fifties Engaging

18. 18 Television today 19801985 1990199520002010 1975 Television in the fifties Immersive (a real home cinema)

19. 19 Television today 19801985 1990199520002010 1975 Television in the fifties...or just Killing time

20. 20 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control...

21. 21 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media...

22. 22 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms...

23. 23 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms...

24. 24 Television today 19801985 1990199520002010 1975 Television in the fifties

25. 25 Television today 19801985 1990199520002010 1975 Personal Pocket Media

26. 26 Television today 19801985 1990199520002010 1975 Television in the fifties Personal Purse Media

27. 27 Television today 19801985 1990199520002010 1975 Television in the fifties 2008 Still a social experience But also an individual one... More channels to choose from More screens to watch it on The television experience is changing... More viewer control... The TV set for other media... TV on other platforms... Watching when YOU want...

28. 28 Television today 19801985 1990199520002010 1975 Television in the fifties Asynchronous Viewing

29. 29 Television today 19801985 1990199520002010 1975 Television in the fifties

30. 30 Trends The shift in power from scheduler to viewer

31. 31 Trends 5. The shift in power from scheduler to viewer

32. 32 Trends 5. The shift in power from scheduler to viewer

33. 33 Trends The shift in power from scheduler to viewer 19851990 1995200020052010 1980 Choosing which channel to watch (trial and error) Selecting a programme to watch (EPG) Deciding where in the home to watch Deciding when to watch Deciding what and when to watch Deciding where to watch The RCD Teletext EPG, web More than 1 TV at home Time-shifting PVR (+ VHS) On Demand VOD, IPTV, podcasting Place-shifting 3G, B2H, podcasting Choice + Control = Convenience = More viewing!

34. 34 Trends From Couch Potato to participating in & creating TV 19851990 1995200020052010 1980 Choosing which channel to watch (trial and error) Selecting a programme to watch (EPG) Deciding where in the home to watch Deciding when to watch Deciding what and when to watch Deciding where to watch The RCD Teletext EPG, web More than 1 TV at home Time-shifting PVR + VHS On Demand VOD, IPTV, podcasting Place-shifting 3G, B2H, podcasting Contributing to programmes SMS, MMS, photos & videos Making programmes Citizen media, peercasting Taking part in programmes Voting in TV shows/ ”spoiling” reality shows

35. 35 What does all this mean for viewers?

36. 36 What is their problem? Finding something worthwhile to watch!

37. 37 How do they know what’s on? EPGElectronicProgrammingGuide [Digital TV or IPTV EPG [Digital TV or IPTV] or IPTV] ECG[MediaCenter]ESGElectronicServiceGuide EPG[Teletext] EPG [Web]] Programme Guide in papers & magazines

38. 38 What is their problem? Can watch what they want (choice/control) (choice/control) Can watch when they want (time shift) Can watch what and when they want (on demand) Can watch where they want (place shift) Can watch on any device (computer, TV, mobile) But can they actually find and watch what they want? Depends on metadata that makes sense to them and their devices

39. 39 TV is Dead - True or False? 1. Young people don’t watch TV 2. The Internet is replacing TV 3. People don’t watch ads anymore

40. 40 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?

41. 41 What does all this mean for Digital Terrestrial TV in Hong Kong?

42. 42 The switch from analogue to digital...

43. 43 1 2 3 4 5 6 7 Hong Kong (1967 - December 30 2007) analogue

44. 44 1 2 3 4 5 6 7 Hong Kong (December 31 2007 - 2012 TBC ) 1 2 3 4 5 6 7 analoguedigital

45. 45 Hong Kong (December 31 2007 - 2012 TBC )

46. 46 Hong Kong (2012 TBC onwards) 1 2 3 4 5 6 7 digital ”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...

47. 47 1 2 3 4 5 6 7 digital Hong Kong - Digital Terrestrial TV Observations & Predictions

48. 48 Thank you!

49. 49 Contact particulars Peter Olaf Looms DR, Danish Broadcasting Corporation DR Media Strategy & Projects DR-Byen Emil Holms Kanal 20 DK-0999 Copenhagen C DENMARK E: poo@dr.dk, polooms@inet.uni2.dkpoo@dr.dkpolooms@inet.uni2.dk M: +45 51 56 75 46 D: +45 35 20 83 66