Innovation Strategies for an International Broadcaster

AMSU Maastricht, July 2007

INDEX

DW – Mission & Media

Media Trends & Challenges

Innovation in progress - From Broadcaster to Content Provider

Innovation projects - Greatest Hits and Misses

DEUTSCHE WELLE 1,500 Employees from over 60 nations.

DEUTSCHE WELLE Programme, content and services in 30 languages . DW-TV DW-RADIO DW-WORLD.DE DW-AKADEMIE

MISSION STATEMENT We communicate German points of view as well as other perspectives. We promote intercultural dialogue and work to further international understanding and tolerance.

MISSION STATEMENT We communicate the values of free democracy and support human rights. We report independently, comprehensively, truthfully and on a pluralistic basis.

INDEX

Market Trends – Citizen Media – Blogs, Web 2.0 …

www.thebobs.com „ The oscar of blogs“ El Pais

90% of Top 20 Most Watched Videos on Youtube from „Users“

Market Trends – Citizen Media/Video Portals

DVB-H trials in Europe 2006

Helsinki trial

Nov 04 – ca. Apr 05

500 pre-commercial users

Mobile TV

Nokia, Digita, MTV (Finnish TV, not Music TV), Nelonen, Radiolinja, TeliaSonera Finland und YLE

UK trials

O2 & Aquiva

Italy commercial launch

05/2006: H3G/RRD

09/2007: Mediaset/TIM/VF-IT

France trials

Towercast, Nokia

Bouygues, Orange, SFR

Belgium trial

Proximus

German bmco trial 2004, MMD trial 2004

Vodafone DE, Nokia, Philips, Universal

Pre-commercial multi-MNO 2006 trials Berlin, Hamburg Munich, Hannover

T-Systems and all 4 MNOs

NL trial

KPN, Digitenne, TNO, Nozema

250 users

Czech trial

Prague

T-Mobile

Spain trials

Telefonica, Abertis & Nokia: Madrid & Barcelona, 500 users

VF: Valencia & Sevilla

Switzerland (DVB-H)

Swisscom

Berne trial Jan/Jul 2005

Ireland trial

Dublin

Nokia, RTE

Trial 2006, commercial launch Q1/2007

Pot. Launch 2007

Pot. Launch 2007

License issued (to KPN), launch 2007?

License issued, launch 2006

2 free MUXes

Austrian trials

Mobilkom heavily working on DVB-H

VF.DE: MNO Consortium building VF.IT: Comm launch 09/2006 VF.ES: running trial SFR: running trial Swisscom: running trial VF-UK: discussing L-Band

Market Trends – Mobile Web ‚ 3‘ selling „Access only“ packages More WiFi enabled phones

Market Trends – Video Portals – www.blinkx.com

Market Trends – Search & Visualisation Do homework on Search Engine Optimization and: – think Netvibes, think iTunes, social bookmarking …

Market Trends – Search & Visualisation Swarmthe.com

Market Trends – Search & Visualisation Newsmap

Market Trends – Search and Visualisation

EMM European Media Monitor EMM NewsBrief

Market Trends - Summary

Vast choice, time-independent media consumption - On Demand

Individual selection of programme – Personalisation

Location-independent media usage – Mobility

Content aggregation re-defined

INDEX

Main Challenges

CHANGING MEDIA MARKETS

convergence of tv, radio and internet is growing fast

traditional media is complemented by digital media services

individual media usage is on the rise – personalized content

Main challenges – international broadcaster perspective

increase of international broadcasters and

content-providers

rapid increase of internet usage

larger variety of media offerings – need for local focus

DW-RADIO, DW-TV & DW-WORLD.DE.

Early 90‘s

Limited devices in quantity and features.

Limited distribution and transmission channels.

50‘s 90‘s

DW-RADIO, DW-TV & DW-WORLD.DE.

2000 – today:

More devices with more features.

New distribution and transmission channels.

Content for various platforms.

Changing Media Consumption

Definition of the „right“ content and the „right“ medium for the „right“ target groups

30 languages but more than 30 media markets

Distribution is analogue and/or digital

DW-RADIO, DW-WORLD.DE and DW-TV are complementary

Not all media services for all target markets

DW‘s Strategy: Key Issues

DEUTSCHE WELLE Strategy

DEUTSCHE WELLE Distribution re-loaded:

New Media Transmission International Press and Promotion Sales Marketing Strategy Market Research and Evaluation

Department of Strategy, Marketing and Distribution

DW-WORLD.DE: 30 languages

news and analysis

mobile service

services: newsletter, RSS etc.

Web 2.0.: Blogs etc.

50 Mio PIs / month (in 2001: 1,8 Mio PIs)

Status quo - DW-WORLD.DE/NEW MEDIA:

DW-RADIO & DW-TV via DW-WORLD.DE:

streaming Media & IPTV

DW-TV & DW-RADIO live and on demand

DW-TV peer-to-peer (P2P)

DW-TV on various IPTV-platforms („triple play“)

download

manual download, podcasting

mobile services

mobile.dw-world.de - DMB / DVB-H

DW-WORLD.DE/ NEW MEDIA

Download - Podcasting

started: 11/2004 (US elections)

today: 50 audio and 2 video podcasts

workflows: fully automated

Mobile Services

mobile.dw-world.de

started: 01/2005

30 languages

DMB / DVB-H

DMB (Digital Media Broadcast)

DVB-H (Digital Video Broadcasting-Handhelds):

major usage: mobile-tv

project „MiFriends“ during FIFA-Worldcup

Rebroadcasting via Audio Depot

download

for professional radio stations / broadcasters

DW-RADIO in 29 languages

mp3-files

Rebroadcasting via TransTel

for broadcasters

select from a wide range of programmes

documentaries, family entertainment, children's programmes, sports, music, and fiction

www.transtel.tv

DW-TV

cable, satellite, terrestrial

DTH, rebroadcasting, TransTel

in English, German, Arabic and Spanish

further more: Bahasa, Turkish, Uzbek, Chinese

DW-RADIO

DW strengthens its FM-strategy in target markets

Europe is DW‘s number one test market for DRM

on-demand usage of programmes as digital services is becoming increasingly important

DEUTSCHE WELLE follows a multi-platform strategy

to reach its target groups

DEUTSCHE WELLE Strategy

INDEX

Detecting weak signals in … Media distribution Media production Media consumption Innovation projects - What? „ Impossible to see the future is.” (Master Yoda):

How?