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Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides
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Technologia and i2 media research, The value and optimal management of channel position and prominence on electronic programme guides

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Jeremy Klein of Technologia, Jonathan Freeman of i2 media research and Ray Lambert of Birkbeck College - presentation on "The value and optimal management of channel position and prominence on …

Jeremy Klein of Technologia, Jonathan Freeman of i2 media research and Ray Lambert of Birkbeck College - presentation on "The value and optimal management of channel position and prominence on electronic programme guides". TV content seminar, 16 July 2012, part of the Communications Review. Find out more at http://dcmscommsreview.readandcomment.com/tv

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  • 1. The value and optimal management of channel position and prominence on electronic programme guides Jeremy Klein, Technologia Jonathan Freeman, i2 media research Ray Lambert, Birkbeck College Communications Review, Seminar Series Seminar 4: Driving investment and growth in the UK’s TV content industries Monday 16 July, 9.30-14.00, DCMSPanel session 2: How can we drive growth in broadcasting through regulatory change?
  • 2. Terms of reference • HMG Policy goals: – investment in UK content – access for consumers – market vitality • HMG: – potential for EPG to be used as a way to lever in additional investment in UK content
  • 3. Terms of reference • How well is the current system of regulating EPGs working? • Is there a need to update the system of regulation? • Can EPG position be extended as an instrument of policy? – e.g., to promote UK-originated content
  • 4. Key findings (1) • EPG Prominence confers economic value – If there is a practical way of achieving a desired outcome, EPG a potentially strong policy lever – However, any changes must be carefully considered as high impact on industry • Overall, current system acknowledged to work well – Platforms have developed their own approaches – Secondary market in EPG positions on Sky – Ofcom called to adjudicate just twice since 2004 – 75% of PSB channels have absolute prominence
  • 5. Key findings (2) • Some indications it could work even better – Freeview (DMOL) not formally subject to EPG rules under Comms Act – Positioning for non-PSBs – Prominence of HD and some BBC channels on Sky – Lack of logical structure sub-optimal for consumers
  • 6. Key findings (3) • Future proofing – Currently, only linear EPGs are regulated – Search and personalised recommendation Outside (based on social network and behavioural scope of analytics) increasing in importance regulated EPGs • e.g, TiVo (main screen), Zeebox (2nd screen) – So, ‘prominence’ regulations will lose influence in the future “The sheer diversity and particularity of future EPGs will render them impossible to regulate in any sensible way. Ultimately it will Platform operator be content that matters, and viewers will want search and browse techniques that deliver the content they want rather than be told by a regulator what they should prefer” “The principle of regulating in order to give prominence to PSBs willPSB broadcaster be just as valid and therefore efforts should be made to find points of leverage in order to implement prominence regimes in future EPGs however different they are from current linear EPGs”
  • 7. Methodology • Interviews with broadcasters, platform operators, Ofcom, and a TV manufacturer • Analysis of viewing figure data • Commissioned report from Canis Media on the operation of the secondary market in slots on the Sky platform
  • 8. Current situation wrt EPG regulation • EPGs and LCNs regulated via: • Communications Act 2003 • Ofcom EPG Code of Practice 2004 • (DTG’s D-Book) • Objectives of legislation: • ‘Appropriate prominence’ for PSBs • To avoid unfairness or misuse of monopoly power in the allocation of EPG/LCN slots • To encourage usability features for disabled people and people with hearing and/or visual disabilities • All platforms (Freeview, Virgin, Sky, Freesat) have published EPG codes
  • 9. Our report proposed four options:Option Benefits Costs/risks(1) Doing nothing Avoids instability and consequential Fails to address areas of weakness risks in current arrangements. Fails to pre-empt technology developments and regulation will gradually lose ’bite’.(2) Clarifications of scope Addresses known areas of Does not enhance use of EPGs as aand terminology weakness in current arrangements policy lever. Even minor tinkering and pre-empts changes to the might unbalance a system that technologies employed to search works. Also, potential legal and browse content. challenges from channel owners and platform owners.(3) A flexible but bounded Achieves some additional use of May be difficult to implement, andfirst tier the EPG as a policy lever but within danger of unintended constraints designed to limit consequences. Also, potential legal instabilities to the system as a challenges from channel owners whole and platform owners.(4) Major overhaul Potential for full alignment of Little stakeholder support, broadcasting policy with EPG potential legal challenges, large risk regulation of unintended consequences, large risk of discouraging investment.
  • 10. Option 1: doing nothing • Pros: • Current system not broken • Maintains stability • Does not risk unintended consequences • Cons: • Does not address known weaknesses • Weak definition of ‘appropriate prominence’ • Technology developments weaken effects of regulation over time
  • 11. Option 2: clarify scope and terminology • Pros: • Addresses known weaknesses • Tighten definition • Enhance consistency • Anticipate technology change (‘hooks’) • Strengthen consumer interest? • Cons: • Difficulty in redefining prominence • Does not enhance use of EPG as policy lever • Changes can have unintended consequences • Risk of legal challenge
  • 12. e.g., Via option 2, refine definition Over-riding prominence Absolute prominence Relative prominence Other prominence mechanisms
  • 13. Option 3: a flexible but bounded 1st tier Current situation Option 3
  • 14. Option 3: a flexible but bounded 1st tier • Extends use of EPG as a policy lever • Maintains stability for majority of EPG Pros • Allows concepts of PSB, Local etc to evolve • Changes can have unintended consequences • Uncertainty could reduce investment in UK • Difficulty defining and measuring UK content • distribution – productionCons • How long should a high slot be awarded for? • Channels evicted/ demoted? To where? • Reallocating a high slot costly to demoted channels • EU/UK origination • Risk of legal challenge (affected platforms and/ or channels)
  • 15. Option 3: e.g., commercial risks • Project modelled insertion of a channel at position 6 in the Sky General Entertainment genre Transfer of • Value of new slot - £16m value from incumbents • Value lost by demoted slots – £12m to new entrant • Commercial value to EPG position, and strategy built around EPG position • an asset that tends to be supported by investment in content and/ or marketing
  • 16. Option 4: a major overhaul • e.g., Deregulation (limit regs to 1-5 only) • e.g., Regulation to enforce market in EPG posn. • e.g., Regulation of full EPG line-up • Pros: • Potential for full alignment of broadcasting policy with EPG regulation • Cons: • Instability – bad for industry and consumer • No stakeholder support • Risk of legal challenges
  • 17. Interviewees: problems with any change • Risks to stability • Could discourage investment • Difficulties measuring UK-origination • Multi-channel broadcasters • No obvious constituency of support
  • 18. Thank you.

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