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European Television in the New Media Landscape Institute for Propspective Technological Studies Disclaimer The views expressed are those of the presenter and may not in any circumstances be regarded as stating an official position of the European Commission. Neither the European Commission nor any person acting on behalf of the Commission is responsible for the use which might be made of this presentation.

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European Television in the New Media Landscape

Institute for Propspective Technological Studies

Disclaimer The views expressed are those of the presenter and may not in any circumstances be regarded as stating an official position of the European Commission. Neither the European Commission nor any person acting on behalf of the Commission is responsible for the use which might be made of this presentation.

Social, Cultural and Economic Relevance of Television

• In 2010, 98% of EU households had at least one TV (USA: 98.9, with a declining rate in 2011 according to Nielsen Company). Penetration rates are close to 100% in most of the countries, with Finland having the lowest rate in the EU (93%).

Social, Cultural and Economic Relevance of Television

• Daily TV viewing times are up in most of the EU. France, viewing time is up 12 minutes in 2011 (3 hours 47 minutes total). In Spain, viewing is up 5 minutes (4 hours and 6 minutes). According the Eurodata TV, this trend also includes young adults. An average American spends 4 hours and 44 minutes a day watching TV.

Social, Cultural and Economic Relevance of Television

• TV and radio taxes and hire of equipment accounted for the biggest share in total cultural spending in the EU (18%), followed by newspapers (16%), information processing equipment (12%), books (11%), and televisions sets, video players and recorders (8%). HBS.

Social, Cultural and Economic Relevance of Television

Television viewing (daily minutes)

0

72,5

145

217,5

290

France Spain U.S.2010 2011 2010 2011 2010 2011

284

246227

273

240215

• In 2010, 98% of EU households had at least one TV

(USA: 98.9, with a declining rate in 2011 according to Nielsen Company). Penetration rates are close to 100% in most of the countries, with Finland having the lowest rate in the EU (93%).

• Daily TV viewing times are up in most of the EU.

France, viewing time is up 12 minutes in 2011 (3 hours 47 minutes total). In Spain, viewing is up 5 minutes (4 hours and 6 minutes). According the Eurodata TV, this trend also includes young adults. An average American spends 4 hours and 44 minutes a day watching TV.

• TV and radio taxes and hire of equipment accounted

for the biggest share in total cultural spending in the EU (18%), followed by newspapers (16%), information processing equipment (12%), books (11%), and televisions sets, video players and recorders (8%). HBS.

Television is a social fact

The "New Media Landscape"

• In 2010, 70% of EU households had Internet access, with 9 countries already over 80% of penetration. 90% of 16 to 24 year olds are frequent internet users.

• In 2010, Europeans spent 24:20 hours online, and growing (ComScore). Sharing is the most popular activity on the web. None-Internet users in Europe watch TV only slightly more frequently than users (Eurobarometer, N.241).

The "New Media Landscape"

• In 2009, Internet advertising spending overtook television for the first time in the UK (IAB). Google reported $28 billion on advertising income in 2010; 23% more than in 2009.

• In 2010, 26% of Europeans watched web television. In 2008, 79% of young Spaniards downloaded cultural content online, including peer-to-peer networks (Eurostat).

The "New Media Landscape"

• In 2010, 70% of EU households had Internet access, with 9 countries already over 80% of penetration. 90% of 16 to 24 year olds are frequent internet users.

• In 2010, Europeans spent 24:20 hours online, and growing (ComScore). Sharing is the most popular activity on the web. None-Internet users in Europe watch TV only slightly more frequently than users (Eurobarometer, N.241).

• In 2009, Internet advertising spending overtook television for the first time in the UK (IAB). Google reported $28 billion on advertising income in 2010; 23% more than in 2009.

• In 2010, 26% of Europeans watched web television. In 2008, 79% of young Spaniards downloaded cultural content online, including peer-to-peer networks (Eurostat).

The central risk for media industries is the schism

between Internet cultural practices and business

models.

Digital Television• By the end of 2009, 71.5% of EU27 households had

adopted digital television. DTT leads. 6.8% of European households have DIgital Satellite Television, 21.4% are subscribed to cable and 34% have IPTV (Screen Digest).

• In 2010, more than 300 new channels where launched in the European Union (the total is around 7200), 432 of which were HD. Sport channels are leading this growth.

Digital Television• General operating revenues of TV companies,

including public companies but excluding Pay-TV satellite packages, when slightly down in 2009 in most of the EU countries.

• Revenue generated by Pay-TV exceeded advertising income for the first time in 2009. TV adspend revenues went from 41.0% in 2008 to 37.0% in 2009 in the EU27. Consumer Pay-TV spent grew from 35.0% to 37.5%. (EAO).

Digital Television• By the end of 2009, 71.5% of EU27 households had

adopted digital television. DTT leads. 6.8% of European households have DIgital Satellite Television, 21.4% are subscribed to cable and 34% have IPTV (Screen Digest).

• In 2010, more than 300 new channels where launched in the European Union (the total is around 7200), 432 of which were HD. Sport channels are leading this growth.

• General operating revenues of TV companies, including public companies but excluding Pay-TV satellite packages, when slightly down in 2009 in most of the EU countries.

• Revenue generated by Pay-TV exceeded advertising income for the first time in 2009. TV adspend revenues went from 41.0% in 2008 to 37.0% in 2009 in the EU27. Consumer Pay-TV spent grew from 35.0% to 37.5%. (EAO).

0

12,5

25

37,5

50

% of industry revenues

2008 2009

Ad. TV. Pay TV

(New) expirience "is king".

Content• In the UK, investment in content production amounts to £4

billion a year (ACTE). HBO's Game of Thrones first season alone cost over $60 million. The turnover from original programming of the main European Pay-TV companies is marginal. European telecoms barely invest in content (EAO).

• The overall proportion of European contents in European Television fell from 37.9% to 37% in 2009. Series are the most abundant fictional content in European TV, and the most dominated by US productions, which account for a 59.1% of the offer. Only 19.9% of these series are of national origin. (EAO).

Content• On Pay-TV, non-European content raised

significantly from 60.1% in 2007 to 64.4% in 2009. It is only in the public sector channels that the proportion of national fiction has increased from 24% in 2007 to 26.5 in 2009. Public television has, nonetheless, reduced its audience share in most EU countries.

Content• In the UK, investment in content production amounts to £4

billion a year (ACTE). HBO's Game of Thrones first season alone cost over $60 million. The turnover from original programming of the main European Pay-TV companies is marginal. European telecoms barely invest in content (EAO).

• The overall proportion of European contents in European Television fell from 37.9% to 37% in 2009. Series are the most abundant fictional content in European TV, and the most dominated by US productions, which account for a 59.1% of the offer. Only 19.9% of these series are of national origin. (EAO).

• On Pay-TV, non-European content raised significantly from 60.1% in 2007 to 64.4% in 2009. It is only in the public sector channels that the proportion of national fiction has increased from 24% in 2007 to 26.5 in 2009. Public television has, nonetheless, reduced its audience share in most EU countries.

Origin of content in European TV. EAO 2009

37%

63%

None-EuropeanEuropean

The market for cultural products is not a zero-sum

game

• Cultural Economy (not only an economy of culture)

• Including "meaning" in the value chain

• From competitiveness to performance

• From culture as barrier to culture as opportunity

A Local / Pan-European Television?