moving towards the convergent media market

Moving TV towards theconvergent media market

Bernhard Engel , German Television ZDF@ The European Television Symposium 2009Istanbul , Nov 5th, 2009

The European Television Symposium,Paris Nov, 4th – 5th 2010

Bernhard EngelGerman Television ZDF

• About Convergence

• 2 Basic Concepts for TV in a convergent media market

• German Key Facts

• Convergent TV (Examples)

• Knowledge about and experience with convergent mediatechnologies

• Expectations for the future of media

Agenda

Moving TV to the convergent media market:Putting Text, Audio and Video together

Moving TV to the convergent media market:Three Levels to Success

Moving TV to the convergent media market:Three Levels to Success

• „Semantic“ convergence• Time sensitive availability of text, audio and video• Seamless, content driven navigation• Convergent search

• Convergence will vanish the „academic“ distinction betweentelevison, radio, daily newspaper and internet.

• Convergence will influence the relation between and the functionof mass media, social media and communication.

• Convergence of media is only a part of a global change throughnetworking and the digitalisition of society.

• Digital life and work is already used to organize day-to-day livesconveniently. media usage is a part of this process.

Convergence in the Digital World:Limited to the Media?

* „Digital life and work“ is a concept of Deutsche Telekom







Agenda

• NGN (Next Generation Networks)One network transports all services in an IP-based packet structure(„all-IP network“, including IMS (IP multimedia subsystem))

• Hybrid TVTV and online use different transport ways (broadcast and IP-baseddelivery) . The user has one device with a single user interface to use bothservices

2 Basic Concepts for TV in a convergent media market

2 Basic concepts fo TV in a convergent media market

TV in theconvergent media

market

NGN, „IPTV“

• MaLigne TV• BT Vision• T-Entertain• Aon• Fastweb• AT&T Uverse•…

Hybrid solutions

Industry initiativesPoprietary Systems

& CooperationsCE + www players

• Apple TV• Google TV• Panasonic Viera• Philips Net View• Samsung• Sharp• Yahoo• …

• TF 1• RTL• ZDF• ARD• …

• BBC• ITV• Channel 4• Five

youView hbbTV

Sources:www.tvover.netwww.hbbtv.orgwww.hbbtv-info.dewww.youview.com

• HbbTVHarmonising the broadcast and broadband delivery ofentertainment to the end consumer through connected TVsand set-top boxes

• YouView (former name: Canvas)Viewers will be able to watch programmes and listen todigital radio channels through their television via a specialset top box connected to an existing broadband internetconnection

Benefits of the Hybrid Approach

Sources: www.hbbtv.org and www.youview.com

The „Pure“ NGN Approach

Source: Stefan Arbanowski @ AGF Forum 2008Fraunhofer Fokus, The project Media Interoperability Lab is continued under the name FAME (Future Applications and Media)http://www.fokus.fraunhofer.de/de/fame/index.html

The HbbTV Concept

Source: www.hbbtv.org

HbbTV STB

DVB-S2 Tuner (C2 and T2 in preparation)Ethernet ConnectionConnection to the Display (HDMI/HDCP Content Protection)

The picture shows a VideoWeb 600S HD Receiver ~ 300 €

DVB-S2 EthernetHDMI

• If only the exposure to TV broadcasted content is relevant, actualmeasurement techniques will work, but in a convergent mediamarket expsosure to TV content gives probably not enoughinsights.

• If we want to understand convergent media usage we have to usenew techniques• NGN

„Follow a single point of control strategy“Network packet analyzer may be such a control point.Privacy issues and the interpretation of measured data arecritical

• Hybrid TVInternet activity and TV usage have to be measured seperately

Consequences for Television Audience Measurement (1)

• The „slices of measurement“ have to be redefined• If TV and internet is convergent (esp. If you have contextual

convergence), you have to measure it together• It‘s much better to seperate the measurement of media usage

„at home“, „mobile/OOH“ and „at work“ etc.

• A „usage context driven“ measurement approach gives moreinsights than a „media driven“ approach. Fusions of these slices areeasier with this approach.

Consequences for Television Audience Measurement (2)





• Knowledge about convergent media technologies


• Monitoring the process of Convergence

Agenda

Is Germany Ready to Move Television to the ConvergentMedia Market?

Source: TNS Convergence Monitor 2010, HH with at least 1 Person age 14-64, N = 1501GfK Retail: Flat TV with web content access sold units 10/08-09/10 (136000 sold units), related to the Convergence Monitor Universe

95

67

62 3 0

0

20

40

60

80

100

TVHouseholds

HH withinternet

access 0,7Mbit +

HH withinternet

access 16Mbit +

IPTV Web Radio /Wlan Radio

Flat TV withweb content

access*

STB with WebAccess

%of

hous

ehol

ds

?

136000units sold

since 10/08

22 %6 Mbit +

+ 4 % withVDSL andno TV set

Online Media Usage 2010

Source: mass communication 2010, N = 4503UK: Matt Jacobs, VOD Insights from IPA Touchpoints 3, July 2010

83

25

4 713

0

30

60

90

total online media moving PicturesOnline

audio acutal news

min

utes

perd

ayOnline TV UK:(Touchpints 3)

~ 15 min







Agenda

HbbTV: Ribbon Menues and Color Buttons

HbbTV: News Playlist & Search Engine

HbbTV: Enhanced EPG and Color Buttons

HbbTV: Enhanced EPG, Red Button, HighlightedSelection

HbbTV: Interactive Ad

HbbTV: Full Frame (partly transparent)

HbbTV: „Lazy“ Interactive www-ApplicationsCellphone like keyboard

YouView: Contextual Relevance

Yahoo TV Widgets: Open Business Model

HbbTV User Interface specification

HbbTV Setup and Live Show

Content Protection via HDMI/HDCP

Sorry for the poor video quality, but HDCP inhibits direct HQ recording(Test with Video Web STB 600, internet connection 50 Mbit)Video File is \engel.convergence.avi 3:45

DVB-S2 EthernetHDMI

T-Entertain: „Full“ IPTV

T-Entertain EPG: Seamless Choice of Services

Serverbased VoD

Realtime TV

Recorded TVPay VoD







Agenda

51

57

57

59

84

95

61

64

61

48

84

97

Internet over TV

IPTV

VoD

mobile Internet

HDTV

Catchup TV

some knowledge about … %

14-2914-64

Knowledge About New Media Technologies

Source: TNS Convergence Monitor 2010, persons 14-64, N = 1501

Knowledge about IPTVThe „involvement funnel“ for IPTV

Source : TNS Convergence Monitor 2010, N = 1501, household weightingHouseholds with a least 1 person aged 15-64 years old

100%

54%

5%2%

46%

49%

3%

all HH IPTV known plan to subscribe subscribers

noyes

Knowledge about HDThe „involvement funnel“ for HD

100%83%

28%15% 12%

17%

55%

13%2%

all HH HD known HD ready TV set HD receiver HDMI / HDintegrated

noyes

Source : TNS Convergence Monitor 2010, N = 1501, household weightingHouseholds with a least 1 person aged 15-64 years old

News (reading, listening, watching)

Video portals

Audio (donwload, streaming)

Catchup TV, TV Archives

Simulcast Radio (also on FM)

Special Web Radio

54%

66%

48%

23%

21%

16%

55%

35%

24%

14%

13%

13%

46%

21%

10%

10%

3%

3%

14-29 30-4950+

Type of media usage Usage at least once a month

User Experience convergent media usage (internet)

Source : TNS Convergence Monitor 2010, N = 1091persons aged 14-64, internet usage at least rarely

User Experience convergent media usage (internet)

Podcasts

UCG

(virtual) video rental

TV over IP (e.g. ZATTOO)

Internet TV Channels

14%

13%

4%

7%

3%

12%

5%

6%

2%

4%

3%

4%

3%

1%

2%14-29 30-4950+

Type of Media Usage At least once a month

Source : TNS Convergence Monitor 2010, N = 1091persons aged 14-64, internet usage at least rarely

15%85%

yes

no

Already used a TVprogramme after having

contact with the internet ?

Crosspromotion from Internet to TV

Source : TNS Convergence Monitor 2010, N = 1501Multiple response

15%85%

yes

no

Website TV channel

Advertising

Search engine

Online-TV-Programm

Video portal

Social network

33%

30%

19%

17%

13%

4%

Already used a TVprogramme after having

contact with the internet ?

Type of contact with the internet

Crosspromotion from Internet to TV

Source : TNS Convergence Monitor 2010, N = 1501Multiple response

Frage 50: Broadcast vs. On Demand >> Fragestellung: „Bitte stellen Sie sich einen ganz normalen Abend zu Hause vor. Was wäre Ihnen da lieber? Den Fernseheranschalten und die jeweiligen Sendungen und Programme anschauen, wann Sie im Rahmen des normalen Fernsehprogramms kommen? Oder selbst aktiv bestimmen, zuwelchem Zeitpunkt Sie welche Sendung des jeweiligen Genres sehen möchten?“Source : TNS Convergence Monitor 2010, N = 1501

Actual cinema movies

TV movies

Dokumentation

TV series, Drama

news

Sports (no live transmissions)

Show / quiz

Sports (live transmission)

Doku-Soaps

Daily Soaps

Telenovelas

39%

29%

29%

20%

19%

17%

14%

13%

11%

9%

8%

48%

61%

59%

48%

74%

45%

56%

53%

31%

23%

21%

On demand

Do not watch / don‘t know

brodcast

Broadcast or On Demand ?- User preferences by Genre -







Agenda

68

46

43

42

TV at home on a large screen with high video andaudio quality will be important in the future

all media are available anywhere and anytime

all media content - moving images, pictures,audio and text - will be used in parallel

there will be one device that fits for all media

personal schedules - independent of broadcastschedule - will be more important

completely agree %

14-2914+

Completely agree to the following statements about thefuture of media in 2020

Source: Mass Communication 2010, N = 4503Top Box

68

46

43

42

71

48

44

39






completely agree %

14-2914+



74

68

46

43

42

75

71

48

44

39






completely agree %

14-2914+



TV at home on a large screen with high video andaudio quality will be important for the future

Thank you for your attention

Bernhard Engel , German Television ZDF@ The European Television Symposium 2009Istanbul , Nov 5th, 2009

Bernhard EngelGerman Television ZDF55100 MainzGermany

[email protected]

moving towards the convergent media market

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