field study report for rthk

RTHK Group

RTHK GroupLi Shumin

Fiona

Zhu RuoyuCarol

Hu Qingxin Grace

Li Jun Jessie

Xia Ying Firefly

Agenda TodayIntroduction

PROTEIN

Five Forces Analysis

Suggestions

Introduction

Global economic integration and application of new communication technology

Whether to rescue its public broadcasting institution or to push it to liberalization and commercialization?

In Hong Kong, the only public broadcaster is RTHK.

• DAB (Digital Audio Broadcasting)• Free-to-air Digital Terrestrial Television (DTT)

broadcasting service• New Media Department

Company visit

PROTEIN

PlayersA government funded radio station and TV program production organization in Hong Kong

RTHK produces 1000 hours of programmes each week, operates 7 FM/AM channels.

RTHK also produce TV programs to air on the 2 TV broadcast stations in agreed time slot. RTHK has full control over the content.

PlayersDistribution of Radio Programmes

Players

Sustainability

Public accountability

Institutional independence

Operational flexibility

PlayersPublic Views

• HKU public opinion poll (Mar 2006):

A vast majority (68.6 %) agreed that a public broadcaster should be governed by a body independent of the Government

• Other views :

Status quo, privatization, propaganda arm of the Government

One of the biggest and most respectable media corporations.

Monopolize the radio and television industry in Britain for a long time.

Extended services: book publishing, newspaper, English-learning and Internet news.

Players

PlayersThere are many BBC radio channels all over Europe.

BBC World Service.

BBC’s advantage over other channels:

1. Multi-structured integrated production capacity

2. Exploiting the synergies integral to its news-gathering activities

Players

• Two terrestrial television services• Two satellite television • Three radio networks

Japan’s national public broadcasting organization

PlayersThe services of NHK WORLD consist of the following four categories:

• NHK WORLD TV — International TV broadcasting in English

• NHK WORLD PREMIUM — International TV distributing in Japanese

• NHK WORLD RADIO JAPAN — International radio broadcasting (services in 18 languages)

• NHK WORLD INTERNET SERVICE (services in 18 languages)

Revenue Model

Public Funding Sources

• Direct Government funding

• Revenue from programme sales and commercial sources

• Mixed funding sources

Revenue Model

Comparison of public funds received by different public broadcasters

Revenue Model

Government Funding in the Past Five Years

100 200 300 400 500 600 Founding Received

Revenue Model

Financial provision in ETV28.2 Financial provision in New Media

Financial provision in Radio233.7

23.8

Financial provision in TV

332.3

OperationOrganization

New Media

Radio

TV

Operation—

Organization Organization

Program

RadioProgram

producingTV Corporate

Business

TV Programming & Administration

Public & Current Affairs

ProgramsNew Media Corporate

Business

Developments

Operation — New

Media13 Persons =3 Design. 4 Technology. 6 Content

Studio-Production

Website

Mobile App

Studio-Production• Self-produced<E-learning Program>UGC: “unusual journey”

• Re-production: special project from TV & Radio program

< Material Adding; Interactive>

Operation --Radio

StudioProduction

• Talk Show • News• Music

Mixing & Broadcast

Station

• Radio Tower• Editing, Mixing

and conversion

> Streaming Service> Website Download> Podcast> APP

Web Server

-- 7 FM Channels to fit different needs.

Operation-- TV-- no TV channel nowJan 2014 their own channel will start operating

>Programing—RTHK produces public affairs television programs which are broadcast by Hong Kong's two commercial television channels, TVB and ATV.

>Broadcast on the websiteTV & Radio programAverage more than 30W visits

Technologya. DAB

• extraneous interference

• perceptual audio coding• sound of CD quality• efficient use of spectrum• all sorts of information

newly assigned spectral bands OFTA香港电讯管理局office of the Telecommunication Authority

117,865,000(1億 ) constructing

Technology

• Lyrics• Street maps• Parking information• Local hazard warning• Traffic flow

Technology

HK market•One channel covers the whole city

•Price:100+ seldom installed in cars and taxis

Technology

b. Encoding

Conversion process is done by modems and codecs

Technology

c. APS

Automated Publishing System • Detailed description (who, what, whether)

• Automatically published online

• Key concept: to control scheduling and costs by better content management.

• Manpower & Time Saving

Technologyd. audio

streamingNew format

• 1994-the first radio station in Hong Kong to offer Internet streaming

• 2004-All channels of RTHK broadcast 24-hour live on the Internet

• High Quality audio stream format

Screen size & connection speed---different file size

Crashes Buffering

increase audience base

Crashes

Crashes

Crashes

Buffering Buffering

Buffering

Buffering

Technology

Page Views 145,525,630 4,694,375

Visits 9,576,417 308,917

ive Streaming Hits L 31,995,068 1,032,099

Catch Up Media 20,117,816 648,962

International Visits % 30.1% -

Visits from Hong Kong % 69.9% -

Audience is online

Technologye. RSS in podcast

Element Description Example

Title The name of the channel. It's how people refer to your service. If you have an HTML website that contains the same information as your RSS file, the title of your channel should be the same as the title of your website.

GoUpstate.com News Headlines

Link The URL to the HTML website corresponding to the channel.

http://www.goupstate.com/

Description Phrase or sentence describing the channel. The latest news from GoUpstate.com, a Spartanburg Herald-Journal Web site.

• Really Simple Syndication: Web content syndication format• Subscribe' to content and have updates automatically delivered to you• Access frequently updated content on the Internet

Technologyf. Geographic Blocking

Content bought from other production house

Technologyi. Backstage control for

UGC content

• Every content generated by the user will not be censored and filtered

• There is no gatekeeper • No delete from backstage• An open and free platform for talents

and ideas to share

Intellectual Property One department takes the responsibility for copyright.

• Archive –with no copyright infringement• Music played in live broadcasting- 10,000 for CASH.• Content bought from other production house- only be streamed within Hong Kong • Sell Content- Commercial use: several million HKD/year license fee. Noncommercial use: Just let them know

Ecology---Originator

Radio Department (DJ, guest speaker, reporter…)

TV Department (producer, director editor, host, journalist…)

New Media department (content creator, designer)

PublicIndependent production studio TV network oversea

RTHK & government department

Ecology---Producer

RTHK Hire staff (Radio/TV/New Media)Pay music royalty feeDeliver content on website/APPsManage podcastsDVDCharge Royalty

Ecology—Distributer & Syndication

Radio

TV

Website

Smart TVDVD

Oversea TV station

APPs

Ecology---Consumer

Home ( Radio, TV set)

PC

Mobile

Podcasts

Ecology Overview

Anytime Anywhere Any device

Home

Music

Radio Program DJ

TV Program producer

New media designer

Website

Radio station

Local TV station

APPs

Podcasts

DVD

Smart TV

CASH HKMobile

PC

PC+MobileOversea

TV stations

Syndication

Next

Digital Terrestrial Television (DTT) broadcasting

• This service will tentatively provide three television channels (namely Channel's 31, 32 and 33).

• Signal testing of the channels is now underway.

• the RTHK’s DTT broadcasting service will be formally launched in 2018.

NextCombination with mobile devices

• further develop mobile applications and podcasting to enhance the services to users of mobile devices

• add more mobile applications to support smart phones and smart televisions with different operating systems

• do more research on new coming wearable devices with

a view to reaching out to young and new audience.

Five Forces Analysis

Threats of the New Entrants

Internet Radio Station

D100

Rivalry among Existing Competitions

Not that fierce

The Bargaining Power of Buyers

• Non commercial organizations and individuals: free

Commercial buyers of their contentI. Reach a consensus about when\where\how the

program will be broadcastII. Any buyer wants to title sponsorship will be prohibitedIII. Advertisements inserted in the content must abide to

local laws

RTHK will charge a bit sum of money for thisCommercial use, but it’s usually not much

The Bargaining Power of Supplier

TV content industry

Famous production company/studio ---

Strong replaceability

Competitive

In general---

Strong

not strong

Threats of Substitutes

• Two substitutes in music domain:

• Podcast

• Douban FM

Suggestions

Program Commission

Category Optimization

Overseas Market Expansion

Social Network Promotion

Q&AThank you