Eu Media Landscape And Trends


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my presentation for CME from February 2011

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  • Eu Media Landscape And Trends

    1. 1. Analysis: European media landscape and trends<br />Petr Illík<br />February 2011<br />
    2. 2. Main European media groups<br />Source:<br />All data from 2009<br />1US based, but present also in Europe ,2British Sky Broadcasting, data from 2010<br />
    3. 3. Main European media groups<br />
    4. 4. Main Competitors for CME and competitive environment - The Czech republic<br />Českátelevize (public service): 4 channels (market share) – ČT1 (19%), ČT2 (5,9%), ČT4 (1,3%), ČT24 (1,9%) … 28% in total<br />FTV Prima a.s (controlled by MTG): 2 channels – Prima TV (16,5%), Prima Cool (1,2%) … 17,7% in total<br />82% of population watches 4 major channels (Nova, ČT1,Prima,ČT2) daily<br />TV Nova has highest advertising revenues, ČT financed also via subscription fees revenues (9% of its annual income)<br />law limited allocation of ads on public TV from 3% to 1% to 0,5% broadcasting time + no advertising on public TV planned from 2012decrease of advertising revenues for ČT<br />Switching off away from analog broadcasting moreopportunities for new ventures (BarrandovTV, …)<br />However threat of new entrants is still moderate due to demanding financial requirements in order to obtain rights for popular TV programs<br />Low growth of market expected towards 2015 –compound annual growth predicted to be 1,1%<br />
    5. 5. Main Competitors for CME and competitive environment - Slovakia<br />MAC TV (controlled by J&T) – 2 channels (audience share) –JOJ TV (31,1%), JOJ Plus (2,7%)…33,8% in total<br />Slovak Television (STV; Slovenskátelevízia) – 3 channels – STV1 (14,8%), STV2 (3,9%), STV3 (1,0%)…19,7% in total<br />More 85% of market share for 4 major channels (Markíza, JOJ, STV1, STV2)<br />Trend: public TV is continuously loose its market share while private broadcasters gain it<br />Importance of cultural and language diversity there Czech TVs and Hungarian speaking TV still holds significant market share<br />Unlike in the Czech Rep. the biggest competitor for CME is privately owned TV<br />Switching off away from analog broadcasting planned to be finished until 2012<br />Thanks to cultural and language connection with Czech Republic Slovak TV channels can broadcasts Czech programs without any dubbing significant reduction of costs<br />
    6. 6. Main Competitors for CME and competitive environment- Slovenia<br />RTV Slovenia (public service) – 3 channels (audience share) - RTV SLO 1 (20,7%), RTV SLO 2 (8,1%), RTV SLO 3(0,4%) … 29,2% in total<br />MTG (Modern Times group) - channel TV3 (5,7%)<br />RTV Slovenia financed mainly via subscription fees and media services to third parties however public service obligations, which are not always easy to meet, are required<br />Broadcasting sector highly saturated + small market small advertising revenue for most of broadcasters<br />Inadequate transparency of media market no official data on advertising revenue of Slovenian media<br />Implementation of digital terrestrial broadcasting high switching costs even for biggest broadcasters possible threat of new entrants very limited unless they are generously financed<br />
    7. 7. Main Competitors for CME and competitive environment - Croatia<br />Croatian radiotelevision (HRT; public service) – 2 channels – HTV1 (28,2%), HTV2 (9,7%) … 37,9% in total<br />Bertelsmann AG – 1 channel – RTL Televizija (21,5%)<br />Very high importance of TV broadcasting in local media market (50% of public do not read newspapers or listen to radio) 77% of advertising revenues in media sector goes for TV broadcasting<br />HRT has high influence on public opinion, its news are dominant source of information for general public but it lost about 10% of audience in last 4 years<br />Commercial channels became more successful in area of entertainment but increasing tendencies to offer more news and informative programs growth of audience in recent years<br />TV Nova 30% and RTL Televizja 27% of total advertising revenues in 2009<br />
    8. 8. Main Competitors for CME and competitive environment- Romania<br />Intact group – 5 channels – Antena 1 (11%) , Antena 2 (1%), Antena 3 (3,6%), Euforia (0,5%), Telesport (0,2) … 15,6% in total<br />SRTV (public service) – 3 channels – TVR1 (5,1%), TVR2 (2,0%), TVR Cultural (0,2%)… 7,3% in total<br />Realitatea-Caţavencu – 1 channel - Realitatea TV (5,7%)<br />SBS (ProSiebenSat.1 Media) – 2 channels – Prima TV (4,2%), Kiss TV (0,4%) … 4,6% in total<br />Popular topics for Romanian audience: political and economical topics, reality shows, soap operas and sport<br />Trend in last last years: niche stations (sport, news) has started to gain more audience share in opposition to general interest channels<br />SRT– regularly criticized thanks to its hybrid and non-standard financing system and political control<br />Due to economic situation TV market continues to decline broadcasters has to keep or/and increase market share in order to stay profitable even heavier competition expected<br />
    9. 9. Main Competitors for CME and competitive environment - Bulgaria<br />MTG (Modern Times group) – 5 channels – Nova TV (20,6%), Diema (2,7%), Diema 2(1,0%), Diema Family (2,7%), Nova Sport (N/A)… 27% in total<br />BNT (Bulgarian national television, public service) – 2 channels – BNT 1 (12,2%), BNT Sat (0,6) … 12,8% in total<br />Public TV lose its market share every year, private channels take advantage of it while average viewing time is growing<br />Important mergers & acquisitions in recent years: News Corp. sold bTV to CME, MTG bought whole share in Nova TV analysts called it “television revolution” <br />Media market is believed to be very problematic due to its highly political dependency, ownership of media often non-transparent<br />Implementing of digital terrestrial broadcasting 6 multiplexes (5 commercial + 1 public)  18 channels has been awarded license so far<br />
    10. 10. How will the media consumption look like in 2020?<br />Dominant platform of media consumption today:<br />TV - analog/digital terrestrial broadcasting, cable TV, IPTV, SAT <br />Publishing – printing is still the most used method for mass-production<br />Media changes as technology advances:<br />TV – invest heavily in new technologies (on-line broadcasting, web archives, on-demand videos) and try to differentiate themselves by targeting specific demographics (young men, women, kids – Prima Cool, Prima Love) and niche markets (minorities – Ethnic TV), as well as they specialize in specific sectors<br />Publishing – market more conservative here. However not only physical products but also electronic versions of books (accessed via Kindle, Nook etc.) , magazines (Wired for iPad, Computer for iPad) and newspapers (The Daily – iPad-only newspaper)<br />
    11. 11. How will the media consumption look like in 2020?<br />Media trends for near future:<br /><ul><li>Fragmentation of audience on-demand services providing personally tailored content (in order to more exact positioning of advertising)  personalized advertisements and product placement</li></ul>Visible trends: Netflix, Hulu, Google TV, iVysílání,…<br /><ul><li>New generations do not recognize how they access to media content growth of market share of new devices and accessing media content with them (mobile, tablet, reader) media will be cross-linked (social networks, blogs, radio,…)</li></ul>Visible trends: broadcasting for iPhone, social media integration into live TV shows (Hyde park,…)<br /><ul><li>Other forms of entertainment (internet, video games, …) are potential substitute to the TV broadcasting can impact viewing figures and thus advertising revenues</li></ul>Visible trends: downloading films and serials instead watching them on TV, playing video games instead watching TV (mainly kids, teenagers, adolescents)<br />Solution: product differentiation, segmentation, personification, innovation, mergers & acquisitions (fe. of start-ups), penetrating new markets…<br />
    12. 12. Sources<br /><ul><li>Media in Europe: Industry profile, Datamonitor 2010
    13. 13. Media in the Czech Republic: Industry profile, Datamonitor 2010
    14. 14. Školkay, A. (2010): Media landscape: Slovakia. Retrieved February 19, 2011, from
    15. 15. Milosavljević, M.; Vobič,I.(2010): Media landscape: Slovenia. Retrieved February 19, 2011, from
    16. 16. Buric, N. (2010): Media landscape: Croatia. Retrieved February 19, 2011, from
    17. 17. Ulmanu, A-B. (2010): Media landscape: Romania. Retrieved February 19, 2011, from
    18. 18. media fact book Romania 2010, Initiative media S.A., Bucharest 2010 Retrieved February 19, 2011, from
    19. 19. Tabakova, V. (2010): Media landscape: Bulgaria Retrieved. February 19, 2011, from
    20. 20. German Expert: Bulgarian Media Market Most Problematic in EU, Novite.comRetrieved February 20,2011 from
    21. 21. TV market in Bulgaria, Mavise, Retrieved February 20, 2011 from
    22. 22. Bhatia, M. (2009): You Can Take It With You: Future Trends in Media. Retrieved February 20,2011 from</li>