Adopt dtv looms-aso-dso_portugal_mar2011

2 de Março de 2011 A transição para a televisão digital terrestre Experiências de Dinamarca Peter Olaf LoomsWednesday, March 2, 2011

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

1. The transition from analogue to digital television in Europe - trendsWednesday, March 2, 2011

1997 10Wednesday, March 2, 2011

Trends A. Mainly step-by-step, region-by-region 23Wednesday, March 2, 2011

Trends B. “The Big Bang” strategy only in small countries 23Wednesday, March 2, 2011

Trends C. Mobile TV has not been a “killer app” DVB-H and DMB-T lack a good business model 23Wednesday, March 2, 2011

2. Danish experience with DTT from 2006-2009 - lessons learnedWednesday, March 2, 2011

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

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

Channels in Eastern Denmark 24Wednesday, March 2, 2011

“The Danes and the Digital TV Signal” 28Wednesday, March 2, 2011

Terrestrial television in Denmark (main television set) 29Wednesday, March 2, 2011

The Danish campaign - who did it target? 30Wednesday, March 2, 2011

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

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

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

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

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

Digital terrestrial TV stakeholders TV industry Government bodies Consumer Municipalities Electronics and NGOs Manufacturers and Retailers 36Wednesday, March 2, 2011

Networking and awareness Central Decentral Distributed Campaigns Local information Family/Friends Volunteers 37Wednesday, March 2, 2011

Flyers to mobilise everyone 38Wednesday, March 2, 2011

From the general to the specific 39Wednesday, March 2, 2011

Consumer Electronics Industry including Retailers 40Wednesday, March 2, 2011

Also advertising the day after 41Wednesday, March 2, 2011

Web site About 400,000 unique users Also moderated discussion forum 42Wednesday, March 2, 2011

Call Center and Hotline 15,000 calls, 6,500 before analogue shut-off (less than anticipated) 43Wednesday, March 2, 2011

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

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

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

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

3. Digital TV and access services?Wednesday, March 2, 2011

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

Digital TV and e-inclusion Open subtitles Signing Audio description Audio subtitles Live subtitles Spoken EPG 50Wednesday, March 2, 2011

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

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

Obrigado! 27Wednesday, March 2, 2011

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

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

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

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

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

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

Los usos de las frecuencias al fenecer las transmisiones analógicas Escenarios en Inglaterra 9Wednesday, March 2, 2011

Adopt dtv looms-aso-dso_portugal_mar2011

by cquico on Oct 28, 2011

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Adopt dtv looms-aso-dso_portugal_mar2011 — Presentation Transcript