Is television dead Does digital television have a

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

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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 3

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? 4

Television in the ”good old days” 1967 A social 1967 experience A social experience Television in the fifties 1975 1980 1985 1990 1995 2000 2010 5

Television in the ”good old days” 1967 A social experience Little choice Television in the fifties 1975 1980 1985 1990 1995 2000 2010 6

Television in the ”good old days” 1967 A social experience Little choice No need for a remote Television in the fifties 1975 1980 1985 1990 1995 2000 2010 7

Television in the ”good old days” 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast Television in the fifties 1975 1980 1985 1990 1995 2000 2010 8

Television in the ”good old days” 1967 A social experience Little choice No need for a remote Watching TV when it was broadcast Television in the fifties 1975 1980 1985 1990 1995 2000 2010 9

Television in the ”good old days” Television in the fifties 1975 1980 1985 1990 1995 2000 2010 10

Television today 2008 Still a social experience Who wants to watch football alone? Television in the fifties 1975 1980 1985 1990 1995 2000 2010 11

Television today 2008 Still a social experience But also an individual one. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 12

Television today 2008 Still a social experience But also an individual one. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 13

Television today 2008 Still a social experience But also an individual one. . . More channels to choose from Television in the fifties 1975 1980 1985 1990 1995 2000 2010 14

Television today 2008 Still a social experience But also an individual one. . . More channels to choose from More screens to watch it on Television in the fifties 1975 1980 1985 1990 1995 2000 2010 15

Television today 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) Television in the fifties 1975 1980 1985 1990 1995 2000 2010 16

Television today Engaging Television in the fifties 1975 1980 1985 1990 1995 2000 2010 17

Television today Immersive (a real home cinema) Television in the fifties 1975 1980 1985 1990 1995 2000 2010 18

Television today . . . or just Killing time Television in the fifties 1975 1980 1985 1990 1995 2000 2010 19

Television today 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. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 20

Television today 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. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 21

Television today 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. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 22

Television today 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. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 23

Television today Television in the fifties 1975 1980 1985 1990 1995 2000 2010 24

Television today Personal Pocket Media 1975 1980 1985 1990 1995 2000 2010 25

Television today Personal Purse Media Television in the fifties 1975 1980 1985 1990 1995 2000 2010 26

Television today 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. . . Television in the fifties 1975 1980 1985 1990 1995 2000 2010 27

Television today Asynchronous Viewing Television in the fifties 1975 1980 1985 1990 1995 2000 2010 28

Television today Television in the fifties 1975 1980 1985 1990 1995 2000 2010 29

Trends The shift in power from scheduler to viewer 30

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

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

Trends The shift in power from scheduler to viewer Place-shifting 3 G, B 2 H, podcasting On Demand VOD, IPTV, podcasting Time-shifting PVR (+ VHS) More than 1 TV at home Selecting a programme to watch (EPG) Teletext EPG, web The RCD 1980 Deciding where in the home to watch Choosing which channel to watch (trial and error) 1985 1990 1995 Deciding where to watch Deciding what and when to watch Deciding when to watch Choice + Control = Convenience = More viewing! 2000 2005 2010 33

Trends From Couch Potato to participating in & creating TV Place-shifting 3 G, B 2 H, podcasting On Demand VOD, IPTV, podcasting Time-shifting PVR + VHS More than 1 TV at home Selecting a programme to watch (EPG) Teletext EPG, web The RCD 1980 Deciding where in the home to watch Choosing which channel to watch (trial and error) 1985 1990 Deciding what and when to watch Deciding when to watch Citizen media, peercasting SMS, MMS, photos & videos Voting in TV shows/ ”spoiling” reality shows 1995 Deciding where to watch Making programmes Contributing to programmes Taking part in programmes 2000 2005 2010 34

What does all this mean for viewers? • 35

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

How do they know what’s on? EPG [Digital TV or IPTV] EPG [Web]] EPG [Teletext] ECG [Media. Center] Programme Guide in papers & magazines ESG Electronic Service Guide 37

What is their problem? Can watch where they want (place shift) Can watch what and when they want (on demand) Can watch when they want (time shift) Can watch what they want (choice/control) 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 38

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 39

TV in the next five years? 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 • • • 80% will be watch TV as it is broadcast 20% will be PVRs, On Demand podcasts A new challenge to market content for asynchronous use • ”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. • 2. TV consumption will polarise - TV Anytime 3. TV content will differentiate into premium & commodities • • • 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. 40

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

The switch from analogue to digital. . . 42

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

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

Hong Kong (December 31 2007 - 2012 TBC) 45

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

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

Thank you! 48

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. uni 2. dk M: +45 51 56 75 46 D: +45 35 20 83 66 49