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Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
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Adopt dtv looms-aso-dso_portugal_mar2011
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Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
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Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
Adopt dtv looms-aso-dso_portugal_mar2011
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Adopt dtv looms-aso-dso_portugal_mar2011

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Relatório do projecto de investigação ADOPT-DTV

Relatório do projecto de investigação ADOPT-DTV

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  • 1. 2 de Março de 2011 A transição para a televisão digital terrestre Experiências de Dinamarca Peter Olaf LoomsWednesday, March 2, 2011
  • 2. Menu 1.The transition from analogue to digital television in Europe - trends 2.Danish experience from 2006-2009 - lessons learned 3.Digital TV and access services? 2Wednesday, March 2, 2011
  • 3. 1. The transition from analogue to digital television in Europe - trendsWednesday, March 2, 2011
  • 4. 1997 10Wednesday, March 2, 2011
  • 5. 1998 11Wednesday, March 2, 2011
  • 6. 1999 12Wednesday, March 2, 2011
  • 7. 2000 13Wednesday, March 2, 2011
  • 8. 2001 14Wednesday, March 2, 2011
  • 9. 2002 15Wednesday, March 2, 2011
  • 10. 2003 16Wednesday, March 2, 2011
  • 11. 2004 17Wednesday, March 2, 2011
  • 12. 2005 18Wednesday, March 2, 2011
  • 13. 2006 19Wednesday, March 2, 2011
  • 14. 2007 20Wednesday, March 2, 2011
  • 15. 2008 21Wednesday, March 2, 2011
  • 16. 2009 22Wednesday, March 2, 2011
  • 17. 2010 23Wednesday, March 2, 2011
  • 18. Trends A. Mainly step-by-step, region-by-region 23Wednesday, March 2, 2011
  • 19. Trends B. “The Big Bang” strategy only in small countries 23Wednesday, March 2, 2011
  • 20. Trends C. Mobile TV has not been a “killer app” DVB-H and DMB-T lack a good business model 23Wednesday, March 2, 2011
  • 21. 2. Danish experience with DTT from 2006-2009 - lessons learnedWednesday, March 2, 2011
  • 22. Denmark - basic stastistics Denmark • 5.5 million inhabitants • 2.5 million households • Small and flat Television consumption • Just over 3 hours a day and growing • Digital cable and digital satellite (pay TV) have 80% of market • Terrestrial about 20% • IPTV still insignificant 22Wednesday, March 2, 2011
  • 23. Analogue to digital in Denmark April 2006 digital starts (1 mux) 28% - terrestrial TV for main TV set 49% - terrestrial TV for 1st or following sets October 31 2009 analogue shut-off “big bang” National, regional and local TV channels Also overspil from Norway, Sweden and Germany 23Wednesday, March 2, 2011
  • 24. Channels in Eastern Denmark 24Wednesday, March 2, 2011
  • 25. Channels in Eastern Denmark 25Wednesday, March 2, 2011
  • 26. Channels in Eastern Denmark 26Wednesday, March 2, 2011
  • 27. Channels in Eastern Denmark 27Wednesday, March 2, 2011
  • 28. “The Danes and the Digital TV Signal” 28Wednesday, March 2, 2011
  • 29. Terrestrial television in Denmark (main television set) 29Wednesday, March 2, 2011
  • 30. The Danish campaign - who did it target? 30Wednesday, March 2, 2011
  • 31. From general awareness to vulnerable groups Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4 Everyone Vulnerable groups 31Wednesday, March 2, 2011
  • 32. Three campaign goals 1. Public awareness that analogue TV would be switched off in October 2009 2. Public awareness of whether they personally would be affected by analogue shut-off 3. If affected, to be able to acquire the necessary equipment in order to receive the new digital signal. 32Wednesday, March 2, 2011
  • 33. The messages of the 4 sub-campaigns Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4 Awareness Information Call to Action Call to Action Analogue TV Do you risk You can get Do you risk is going to not being help about not being be switched able to the new able to Everyone off watch digital TV watch television? signal here. television from Sunday onwards? 33Wednesday, March 2, 2011
  • 34. Campaign identity and logo • Need to find a name that was not too complex: “the new TV signal” • Need to choose logo colours that were neutral (i.e. neither national colours nor those used by existing players in the television market) • This left lime green, lilac and white: 34Wednesday, March 2, 2011
  • 35. Base line figures (12 months before analogue shut-off) Target audience Question Situation as of (KPI, Key October 2008 Performance (i.e. ASO minus Indicators) 12 months) Whole population A. have you heard 61% that the analogue TV signal will be switched off on October 31 2009? Whole population B. Do you know 36% whether the main TV in your home will be affected by analogue switch-off? Households C. Is your home ready N.A. expected to be for the digital TV signal? affected (49%) 35Wednesday, March 2, 2011
  • 36. Digital terrestrial TV stakeholders TV industry Government bodies Consumer Municipalities Electronics and NGOs Manufacturers and Retailers 36Wednesday, March 2, 2011
  • 37. Networking and awareness Central Decentral Distributed Campaigns Local information Family/Friends Volunteers 37Wednesday, March 2, 2011
  • 38. Flyers to mobilise everyone 38Wednesday, March 2, 2011
  • 39. From the general to the specific 39Wednesday, March 2, 2011
  • 40. Consumer Electronics Industry including Retailers 40Wednesday, March 2, 2011
  • 41. Also advertising the day after 41Wednesday, March 2, 2011
  • 42. Web site About 400,000 unique users Also moderated discussion forum 42Wednesday, March 2, 2011
  • 43. Call Center and Hotline 15,000 calls, 6,500 before analogue shut-off (less than anticipated) 43Wednesday, March 2, 2011
  • 44. What did it all cost? Budget item % of Cost total (Euros) Secretariat, campaign management and admin 5.4% 303,420 Analysis and strategic planning 1.6% 87,500 Call centre and hotline (outsourced) 2.0% 115,084 Concept development 4.3% 240,667 Graphic implementation 1.4% 78,467 Project and production management 1.4% 79,007 Production 10.1% 570,598 Advertising 37.1% 2,085,996 Printing of brochures 3.5% 195,757 Logistics, distribution and postage 2.3% 126,580 Network communication 5.9% 329,733 Public Relations 3.4% 192,000 Audience research 2.5% 138,814 Consortium buffer 3.1% 173,333 Contract buffer 16.1% 905,168 Total outlays 100.0% 5,622,123 44Wednesday, March 2, 2011
  • 45. Results: DTT in Denmark and Sweden Aware of analogue Know whether they Will be affected switch-off will be affected by but ready for digital analogue switch-off switch-over (all households) (all households) 49% of households) Denmark 17 months Sweden 1Wednesday, March 2, 2011
  • 46. Results: DTT in Denmark & switch to natural gas in Copenhagen Aware of analogue Know whether they Will be affected switch-off will be affected by but ready for digital analogue switch-off switch-over (all households) (all households) 49% of households) Switch to natural gas 2Wednesday, March 2, 2011
  • 47. General stages from awareness to action 100.0 Buy digital equipment 75.0 Check equipment 50.0 Networking 25.0 Awareness 0 - 12 months - 9 months - 6 months - 3 months ASO 47Wednesday, March 2, 2011
  • 48. 3. Digital TV and access services?Wednesday, March 2, 2011
  • 49. UN Convention on the Rights and Dignity of Persons with Disabilities Portugal ratified the convention and the protocol 23-9-2009 49Wednesday, March 2, 2011
  • 50. Digital TV and e-inclusion Open subtitles Signing Audio description Audio subtitles Live subtitles Spoken EPG 50Wednesday, March 2, 2011
  • 51. Digital TV and e-inclusion Awareness is not enough. Other KPIs are needed including Use and Satisfaction Access Services Aware of existence New user of service Satisfied user 51Wednesday, March 2, 2011
  • 52. Digital TV and e-inclusion Digital Terrestrial Television is one option for complying with the UN Convention and the EU Audiovisual Media Services Directive Access Services 52Wednesday, March 2, 2011
  • 53. Obrigado! 27Wednesday, March 2, 2011
  • 54. Contact particulars Peter Olaf Looms DR, Danish Broadcasting Corporation Strategy & Projects DR-Byen Emil Holms Kanal 20 DK-0999 Copenhagen C DENMARK E: polooms@gmail.com M: +45 51 56 75 46 28Wednesday, March 2, 2011
  • 55. Uso actual de las frecuencias Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquicia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 1Wednesday, March 2, 2011
  • 56. Los usos de las frecuencias al fenecer transmisiones analógicas ? Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquicia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 2Wednesday, March 2, 2011
  • 57. Los usos de las frecuencias al fenecer transmisiones analógicas ? Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquisia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 3Wednesday, March 2, 2011
  • 58. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 4Wednesday, March 2, 2011
  • 59. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 5Wednesday, March 2, 2011
  • 60. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 6Wednesday, March 2, 2011
  • 61. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 7Wednesday, March 2, 2011
  • 62. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? More Channels Better quality Mobile TV Acceso móvil a MBA/WiMAX banda ancha DTT (after ASO) Aeronautical/maritime (WiMax)? Licence exempt Defence Emergency services Qué balance? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 8Wednesday, March 2, 2011
  • 63. Los usos de las frecuencias al fenecer las transmisiones analógicas Escenarios en Inglaterra 9Wednesday, March 2, 2011

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