The Current Multi-Platform Television Market in Portugal

University of Aveiro ARTE & COMUNICATION DEPARTMENT
2008

THE CURRENT MULTI-PLATFORM TELEVISION MARKET IN PORTUGAL
(FROM HISTORIC ISSUES TO THE CURRENT BUSSINESS PHENOMENA – PROBLEMS AND SOLUTIONS)

Luís Miguel da Cruz Pato
lmpato@ua.pt

Arte & Communication Department - University of Aveiro, Portugal

ABSTRACT

In this paper we intend to make a short analyses and survey about the
actual Portuguese television Market in the ever-growing multi-platform
scenario. We intend to discuss how the new media technologies are changing
the television markets. This paper also discusses the impact of regulatory issues
and the subsequent consequential new challenges in the television programs,
business’s, grids and contents.

KEY WORDS

Digital Terrestrial Television, Broadcasting, Internet, IPTV, Regulation,
New Media, Multiplatform TV, Analogue, Digital

1 – INTRODUCTION

Because of today’s public needs and technological developments,
nowadays, in the television markets we can observe that the idea of the need
of digitalization of TV contents is thought to be a future certainty (Suroweiki,
2007: 299). It is believed that in this issue we can also see a direct response
to the ever-growing need of personalization of video contents and
consumption. Dan Tapscott considers that these developments are a direct
response to the implementation of new consumer habits that can be found in

2008

a new type of consumer. Like in Suroweiki’s social-economical theory about
the: “Wisdom of Crowds”, we can see that Tapscott defines these same
“crowds” in a technological perspective as: “Net Generation” (Tapscott,
appud., Correia 1997: 97).Regarding this issue, we can observe that today’s
publics have registered dramatic changes in the needs that they have
towards a traditional medium like television. In this reality we can see that
this once traditional family media event was changed into an omni-present
communication need. Today it is observable that the resolution of this topic is
still considered a very big question (Cádima, 2006). We can see that this
aspect is due to the fact that today’s television market is largely
characterized through innumerous experiences in grids and television
programs on a global scale (Murdock, appud., Baltruschat 1996: p. 107).
Nevertheless, we can see that today’s demands towards the existence
of a very big diversity of options and possibilities have made the aspect:
“function” more important then the issue: “form”. From the consumer point
of view, Christian Rosen defines these media interactions as: “Egocasting”
(Ibid., 2005: 51). In this theory we can see that today’s multiple media
consumption actions are due to all the existing software and technologies
that characterize today’s media realities. Due to the eventual changes of
roles that have happened between the parts that are portrayed between
producers and consumers, we can observe that this issue is becoming a
gradual problem. Regarding this scenario, Gillmour tells us that, besides the
point of the existence of huge technological developments, today’s public
feels that their desire of equal authorship still hasn’t been corresponded
(Gillmour, 2004: 229). So, we can understand why some conclusions point
out that: the existing prototypes can’t justify a concrete medium offer. Some
studies point out that these markets can be considered as “false
communication offers” because they lack the accuracy and the consistency to
be considered full media realities (Knoche, 2007). However, this aspect
hasn’t made company interests vanish. As we will see, in the following topic,
with the Digital Terrestrial Television (DTT) developments, throughout the
world, there’s been a growing interest in these areas and this issue justifies

2008

the existing multi-platform diffusion that has characterized the emergent
markets (Carlsson, 2007: 01).

2 – MULTI-PLATFORM TELEVISION MARKETS IN EUROPE

2.1 FROM ANALOG MARKETS TO THE EMERGENT TERRESTRIAL
DIGITAL TELEVISION REALITIES
FROM THE ANALOGUE SWITCHOVER TO THE DIGITAL TERRESTRIAL TELEVISION
(R)EVOLUTION

In 2006, on a paper called “Television and Globalization” John Hartley
argues that due to today’s digitalization, TV range has become increasingly
wider. According to this author, this aspect is one of the key issues for
today’s media debate (Hartley, 2006).
Francisco Rui Cádima tells us that: “now we’ve got the unique
opportunity to re-use the valuable contents that have been emitted
throughout Europe’s media history” (Cádima, 2007: 134). So, here, we can
understand why its believed that Europe’s television future is: digital. 2012 -
was the year chosen by the European Commission to be set as the deadline
for the occurrence of the “analogical switch-off”. But what is this reality, and
why is it so desired? According to the European Community Commission, this
scenario, that can also be called “digital switch-over ” or “analogue switch-
off”, is the cross-European process of conversion of analogue broadcast
television into digital television. The main motivation behind this scenario
resides in the fact that that due to the digitalization of analogue diffusion and
content will free up more space for other services (SEC, 2003: 4).
Before talking about DTT, we should see what’s the “Digital Switch-
over”. According to Petros Iosifidis, “Analogue turn-off’ or ‘switch-off’ refers
to the termination of analogue broadcasting, which is considered to be
possible when most households are equipped to receive digital signals”
(Iosifidis, 2006). However, we can see that this megalomaniacal idea has
problems. In 2002, the “BIPE Consulting Study for the European

2008

Commission” showed us that the obstacles and challenges that will have to
be overcomed are the following aspects:

a) Investments in transmission networks;
b) Equip all current analogue receivers;
c) Find key functions (Killer applications);
d) Modify national and international frequency planning;
e) Promote and implant a sustainable development of digital television
across the European Union;
f) Technical difficulties regarding reception and receiving contents in
interaction moments.

Here, like the authors of the referred document, we also believe that
the achievement of success in issues regarding: “quality of an Interaction
and its relation in the conception of innovative contents for new gadgets” is
also a crucial aspect. Regarding this aspect, in this paper we believe that the
aspect: “Affordance” – promoted by Donald Norman – should be included in
this reality 1.
So, we can understand why Robert Picard and Allan Brown consider
that the: “Timetable for this transition is uncertain and different projections
have been made for virtually every country in the world” (Ibid., 2005). We
can see this issue on the following table and image:

2008

Table 1 - DTT Switch-off Dates – Europe (2005) 2 Image 1 - DTT in Europe (May, 2008)
(Source: Digital Switchover in Europe) (Source: Obercom Flash Report 2008)

DTT Coverage

No DTT Coverage

When we look at regulatory issues like the following items, its possible
to conclude that achieving success in the implementation of this reality is a:
“centerpiece of many government’s policies towards (…) new information and
communication technologies” (Picard, Brown, 2005).

REGULATORY DOCUMENTS REGARDING DTT ISSUES THROUGHOUT THE WORLD

- Green Book about Convergence and its regulatory issues - European
Commission – 1997;
- Federal Communications Commission – USA – 2007;
- Finland will switch over to all digital television – Finnish Ministry of
Transport and Communications – Finland – 2007;

2008

- Fact Sheet on Switchover – Australian Government Digital
Switchover Taskforce – Australia – 2008;

“With its promises of crystal clear images and interactive capabilities”,
we think that this sentence defines why there’s a desire for DTT (Olmsted,
Chang, 2006: 774). But, what is DTT3? According to the North American
newspaper: “The Boston Globe”, DTT is the usage of digital technology for
the emissions of a larger number of channels with better sound and image
qualities (Bray, 2007). However, if we’d like to see its empirical functions, we
can see that DTT is transmitted trough radio frequencies and through airways
that are slightly different from the ones that are used by classical analog
television emissions (Grotticelli, 2002: 233 - 243). However, we can observe
that its ability to receive multiple channels on a single frequency is believed
to be its main difference from any other system. Francisco Cádima calls this
the: “multiplex issue” because with this reality there exists a privileged
platform for: “on-line commerce and for most of the contents that exist in
the World Wide Web” (Cádima, 2006: 138). Regarding this commercial
aspect, the theoretician Phillip Schlesinger tells us that: “ in the United States
audiovisual commerce is considered to be just a business and in the
European panorama at the same it is also a business but when needed its
also a cultural question” (Schlesinger, appud., Cádima,2007: 129).
We can see that besides the content, that this system’s main
advantages are:
a) The inclusion of a whole lot more channels (better usage of the
spectrum);
b) Interactivity can be solved;
c) High Definition Television Content and better and faster reception;
d) Reduced Costs in diffusion and reception;
e) Better applications for the disabled;
f) Data emissions;
g) Greater flexibility of operations in general (Marsden, Ariño, 2005: 3-4).

2008

Here, regarding this last issue, we’d like to make a parenthesis and point
out the important role-play that “portable media” are having in today’s
market. Simpson and Greenfield point that in nowadays market: “Media has
gone Mobile, Everyone wants to be a Producer, Podcasting is official and
everyone’s free to placeshift – move content among several viewing devices”
(Simpson, Greenfield, 2007: xvi). According to OfCom’s report: “The Future
of Digital Television – Enabling new services for viewers” Digital Terrestrial
Television’s (DTT) long term development aims for the inclusion of mobile
phones and other television platforms – the authors of this report call this
reality a: “virtuous circle ” (Ofcom, 2007: 87). So, as an end-note we can
conclude that, today, with all these technological developments, its believed
that Mcluhan’s theories of the “extensions of man” are passing from a
theoretical reality to a empirical practice (Gil, 2007: 50).
In the past years there’s been a very big change in the media landscape.
The traditional division – telecommunications, broadcasting and information
technology has become very diminished (Tadayoni, Skouby, 1999: 176).
However, when we look at the regulatory issues that the actual progressive
digitization needs, we can observe that for a successful change to happen
there’s a crucial need to: “ understand the developments in the
communication landscape as well as the ongoing process of convergence
between the traditional separate forms of communication” (Ibid., 1999:
176).
However, is there a desire for the technologies that Digital Terrestrial
Offers? To answer this question, we’ve decided to review two essential points
of view. First, when we talk about communication we mustn’t forget that
visual communication is a human specification. Nowadays, according to
Cameron Sanders, creating and diffusing these contents has become more
important then it has ever been (Sanders, 2002: 141). The second issue that
we think is important is what Chan et. al., call the “Personality Traits” - these
aspects refer to the cognitive and affective structures that happen when we
adopt new products (Chan, et. al., 2006). According to these authors they
are the following scenarios:

2008

- venturesomeness;
- cosmopolitanism;
- social integration;
- social mobility;
- privilegedness;
- self-confidence in problem-solving issues;
- interest.

So, when we think about convergence and the wider offer of quality
contents and services, we can see that these issues will be answered and
solved (Candel, 2007: 200).
In the past years we’ve seen that there’s been a very big change in
the media landscape. The traditional division – telecommunications,
broadcasting and information technology has become very diminished.
However, when we look at the regulatory issues that the actual progressive
digitization needs, we can observe, through the studies of Tadayoni and
Skouby, that for a successful change to happen there’s a crucial need to:
“understand the developments in the communication landscape as well as
the ongoing process of convergence between the traditional separate forms
of communication” (Tadayoni, Skouby, 1999: 176).
As an endnote, we believe that today, with the growth and
implementation of self-media, our society is living gradually the antitheses of
what Karl Popper called an: “Open Society”. This philosopher’s thesis
considered that: this type of community happens when each individual has to
take decisions that affect the group (Popper, 1995: 75-76). According to
Anderson, today’s realities are connected to the DIY (Do it yourself)
scenarios were our decisions affect our media issues (O’Reilly, appud.,
Anderson, 2006: 58).

2008

3 –THE IPTV TRANSITION?

When we see authers like Roel concluding that: “the change to digital
technology is not an option but an obligation” (ibid., 2008: 106), we wonder
how is this going to occurre?
Like Maria Luisa Ribeiro, in this paper we believe that the answers can
be found in the past (Ribeiro, 2007)! Regarding this aspect, if we recall that
the examples of “Pay TV” scenarios – like the IPTV4 development
phenomenon – are blooming in the current digital age. At this stage, we
should make a parenthesis to remember the first examples of paid television
services. Here, can observe the examples of, “how” and “why” Cable TV
business has endured over the past decades. Regarding this aspect,
historically, we can see that Cable TV results from a private financial
entertainment phenomenon that has no governmental participation. Luísa
Ribeiro tells us that its success is due to the “power of choice” that backs up
its mediatic reality since it was created.
Here, through Oz Shy’s studies we can see that he believes that the
aspect: “Social Desirable” is responsible for the success of this TV alternative
and the fact that this reality is not driven by governmental interests helped
them answer the audience’s needs (Ibid., 2001: 154). Regarding this issue,
we could remember that it is considered that Cable TV has the ability to
become a successful multiplatform media source. This aspect is due to its
ability to merge and diffuse other media sources through an easy mediatic
processes for the companies and for responding to the public’s needs
(Ribeiro, 2007: 33).
Nowadays, its believed that this need of a multi-platform TV media
concepts are due to all new existing video attributes that are part of the
multimedia developments and its consequential interactive realities.
Regarding this issue, we can observe that, nowadays, there exists the
conceptualization of new tendencies for distribution and consumption of
television (Chorianopoulos, 2007). Referring to this last aspect, we can

2008

observe the following statistical data from “The Accenture Global Content
Study 2008”:
5
Figure – 1 Means of TV and actual tendencies in this medium’s usage
(Source: The Accenture Global Content Study 2008 - The Challenge of Change: Perspectives in the Future for Content Providers)

However, before referring Portugal’s multi-platform reality we believe
that it would be important to see how the European Markets are answering to
these shifts in media consumption and audiences specifications.
Nevertheless, before we start our analyses we mustn’t forget that nowadays
in Europe there exists a big approach through broadband multimedia multi-
platform projects via terrestrial. This aspect isn’t registered in the US
markets because in this country this same approach is made through satellite
distribution (Ribeiro, 2007: 271). We can see the European growth on the
following graphics:

Graphic – 2 Growing Competition Between Broadcasting Infrastructures6
(Source: The Directorate for Science, Technology and Industry Working Party on Telecommunication and Information Services
Policies – Policy Considerations for Audio-visual Content Distribution in a Multiplatform Environment)

However, we can’t forget the basic importance and specifications in
the actual multi-platform realities come from: “convergence”. Regarding this
issue, we can observe that, historically, Englund talks about four classical
convergent scenarios. He points out that this issue in: network, equipment,
service and on a market level (Englund, 2007: 02). So we can conclude that:
today there’s a deconstruction of classic separated telecommunications

2008

industry in every way, shape and form. However we believe that there-se a
consolidated idea in distribution realities. Regarding this issue, we can see a
belief in the fact that: IPTV services are the next upcoming successful
business model – some call it the: “future norm” (Cooper, Lovelace, 2006:
51). But we can see that some specialists consider that besides the point of
considering that this TV reality can change the paradigm of television
production and distribution, they also believe that the creation and successful
usage of regulatory aspects are crucial. Here, regarding this aspect, Guido
Tripaldi and Eugenio Prosperetti consider that: “regulation plays an essential
role” (Tripaldi, Prosperetti, 2007: 22).
But, before continuing with this issue, we should know what is IPTV,
it’s function and where its developments are heading? Here we can see that
on an empirical point of view through this system we can observe that the
broadcast television programs are emitted through classical channels and
then these same contents are passed through networks that are used by
desktops, laptops and mobile communications (Bria, Andersson, et. al.,
2007). So like Simpson and Greenfield, we can say: “with this
communication model there’s always something to see!” (Ibid., 2007, 201).
However, besides the reality in which this sentence can be based, we can
also conclude that there exists an eventual need to define the authenticity
and uniqueness of these emergent media markets. For instance, through the
“Audiovisual Without Frontiers Directive Proposal (AWFDP)” we can observe
that they’ve approached the IPTV scenery more to classical broadcast
television than electronic communication aspects (EUC, 2005). This is why
there’s a need to over-come the technological barriers and base the
competitiveness aspects on issues that regard on providing users with “the
best content on a common interoperable platform” (Tripaldi, Prosperetti,
2007: 22). So, through this issue, we can understand why today there’s the
existence of a concrete need to break the barriers that have been upheld by
re-utilization of former broadcast content to create specific new media
contents (Erdal, 2007: 56). And – regarding this issue – today, we can see
that the developments in the adaptation of video content are one of the

2008

essential problems of this reality (Chen, Fan, et. al., 2003). Nevertheless,
besides all these problems, nowadays, this system seems to be the most
promising business model that exists (Zeeman, Atgeld, 2003).

3.1 – THE IMPORTANCE OF BROADBAND - IPTV SERVICES, TRENDS AND
DEVELOPMENTS

When we talk about European media markets we can see that this
communication model is still in an experimental moment (Cardoso, Espanha,
2006: 21). Nevertheless, in the following images, we can observe that it is
growing in a considerable rate:

Image – 3 Comparative IPTV growth rate between 2003 and 20057
(Source: Sonae Data)

2003 2005

The growth of the IPTV phenomenon is due to the growth of the
percentage of broadband subscribers that is registered in Europe (Tadayoni,
Sigurdsson, 2006). When we talk about IPTV, we can’t forget the commercial
reality behind this business. Here, besides the referred Pay TV model (Cable
TV), we can observe that this form of television transmission owes its
success to the growth of subscribers of Broadband ADSL8 services and the
subsequent “triple play” realities that followed.9 Regarding this aspect, in
Prosperetti and Tripaldi’s studies, about “Telecom Italia”, we can observe
that: “current trends show that in the next years Broadband lines in West
Europe will exceed the number of phone lines” (Tripaldi, Prosperetti, 2007:
08). This achievement can be seen on the next tables:

2008

Table 2– Broadband Subscribers per 100 inhabitants – July 2005 10
(Source: IPTV market development and regulatory aspects)

Nevertheless, like Kotler, we could say that this success is due to the:
“Theory of Bundling” that this service permits (Kottler, appud., Poutanen,
2006: 41).
Traditionally IPTV services a fundamentad on a “Head-End” user
system (DSTI/ICCP/CISP, 2007). Here, on a empirical point of view, we can
observe that this media model is based on the following aspects (Ibid.,
2007):

a) – Networks can be copper, satellite, fiber or broadband;
b) – The Costumer represents the delivery point;
c) – Operators function as content receivers and distributors;
d) – IPTV’s economical model is based on the classical “Pay TV”
scenarios;
e) – These services can be streamed or downloaded to subscribers.

Regarding this last aspect, we can see that IPTV service providers
often provide bundle their media services and deliver them at a set price
(Kottler, appud., Poutanen, 2006: 41). It is considered that IPTV’s meteoric
development is a direct result of this specification (Hervé, 2008: 185).
According to Zeeman and Atgeld, Historically, IPTV services are
defined by the following models (Ibid., 2003):

2008

a) – Video on Demand (VoD) – a reality that works like a Virtual Video
Store;
b) – Value added Internet Service Provider;
c) – Enhanced Television Provider;
d) – Triple Play.

Here, we can refer that this last aspect is responsible for the fact that,
nowadays, IPTV services are considered to be the most promising business
model (Ibid.,2003). Here we can see that the concept of combining
broadband Internet resources, VoIP (telephone – voice over Internet
Protocol) and broadcast television can be considered appealing to most
costumers. Here, regarding this last aspect, we can conclude we’ve achieved
the opportunistic moment to explore broadband’s ability to emit broadcast
television and movie contents in the same way that online services have
incremented and mutated publishing’s moments in the Internet (Cooper,
Lovelace, 2006: 50).
According Tadayoni (et. al.) this growing interest in triple-play services
is due in the past few years, we’ve assisted to the growth of a large number
of “on demand” realities. Here, this author describes that these aspects and
desires have passed from the classical television screen to the Internet
reality and TV and Video services will be huge issues in these broadband
markets (Tadayoni, Henten, 2007). Nevertheless, besides the success that’s
induced in the triple play reality’s future we can see that it has problems to
be solved. Here we can observe many of its technologies are still being
developed and investigation is still necessary (Xiao, Du, 2007). Besides this
issue we can still point out that regulatory aspects are still a problem in the
implementation of this reality. Here, due to the existence of classical
perceptions, where on one side we can see broadcast television regulatory
issues, and on the other aspects related to electronic diffusion – the market
is still very immature (Mardsen, Cave, et. al., 2006: 22). But, in the
European case we can observe that, due to the TVWF11 Directive, the future
of IPTV is assured because since 2002 these countries commission has made

2008

many efforts expand this reality and digitalize their TV grids (Tadayoni,
Sigurdsson, 2006).

4 – THE EUROPEAN MULTIPLATFORM TV MARKETS

In Europe, unlike what we see in the United States, we’ve registered
that the development of IPTV business models has endured various moments
and speeds. According to Ludovic Copéré, this happens because besides
being a continent, development rates have had various scenarios (Copéré,
2005: 2). This issue can be seen in the following examples. Here we’ve
chosen three European countries from equal parts of this continent (North,
Central, South) – Austria, France and Spain:

a). Austria
For example, we can see that in the Austrian reality, in March 2006 “Telekom
Austria” launched “aonDigitalTV” with a package of 40 basic channels, 10
premium channels and 150 Video on Demand movies (DSTI/ICCP/CISP,
2007);

b) France
Here we can observe that this country has the Free ADSL –
http://www.free.fr that has adapted an integrated “Triple Play” service.
“France Télékom” has developed spit services. On one end there’s the IPTV
service called: “MaLigne TV” (http://www.malignetv.fr) this reality is
separate from broadband approaches. “Neuf-Télécom” also has a IPTV
service – http://www.neuf.com. We can see PC-based offer on “Club-
Internet” (http://www.club-internet.fr). In 2005 “Cegetel”
(http://www.groupecegetel.fr/) approached the IPTV reality with the
ambition of High Definition emissions (Copéré, 2005: 94).

2008

c. Spain
Regarding the spannish experiences we can talk about the “Imagenio”
project in 2004 12.
So, we can observe that in these different countries, all the
approaches are made in different timings but we believe the aim is the same
– IPTV in full functional power. Regarding this issue, if we look at the data of
Figure 1 of our work, where we show some Countries that have announced
the Analog Switch – Off. Here, it is possible to observe that one of the
reasons of the registration of these different development rhythms may de
due to the different “digital switch-over” dates (Jakubowizc, 2006). Here, we
can see that France’s change is due in 2011, while Spain and Austria’s
alterations are due in 2010. Besides all these problematic aspects, it would
be important to see what type of programs and services are being emitted in
these multiplatform TV realities.
When we look at the English models we can see that the existing
contents on the web are still reduced to classical aspects like sports, politics
and other classical news services but in a return to classical press but placed
on the internet with hyperlinks to other reports. Multimedia contents aren’t a
prime issue in these web-pages (Ibid., 2006: 21). However, we can see that
in what is referred to the IPTV reality (and forms of digital distribution of
content) there’s been an increasingly higher penetration of this reality
because of the role that has been given to Internet and its role in the
distribution of multimedia contents. Here we can see this on the following
graphic from Ofcom – “Office of Communications 2008”:

2008

13
Table – 3 Digital communications service availability – 2006 and 2007
(Source: Ofcom Research Document - 14 August 2008)

On this item we can observe the growth of the digital communications
service availability. And if we look at that growth rate of Digital Television
realities we can observe that the average percentage growth clearly justifies
the interest in IPTV phenomenon that has been seen in the United Kingdom.
BBC’s Mark Gawlinski tells us, that besides all the developments of
technological diffusion realities, nowadays, multi-platform contents in
England and some countries in the rest of Europe are being emitted through
systems that are a direct result of the merging of analogical e digital systems
for the common terrestrial emissions. This author calls this reality:
“Piggyback Diffusion” (Gawlinski, 2003: 43). Here he tells that nowadays
there exists a simultaneous analogue and digital transmission of video
contents. According to Gawlinski these aspect is due to the fact that platform
operators and consumers simply don’t have the ability to change all their
equipments from analogue to digital at the same time. Nevertheless, we can
see that classical analogue and digital systems occupy different frequencies,
so as analogue systems close down extra bandwidth is freed and digital
channels and interactive services occupy this space (Gawlinski, 2003: 57).
We can observe that in Europe the French market has had this service
developed for some time and it has served as an example for other markets
(Ibid., 2008: 185). Nevertheless, according to authors: Simpson and
Greenfield, viewing habits haven’t changed with this new technology they

2008

remain the same because the corporate interests have caused “mirror
broadcasts” of classical television emissions (Simpson, Greenfield, 2007: 09).
Well, but what has happened to the business issues regarding this reality?
Have the classical corporate models changed because of these large-scale
alterations?
When we look at the commercial reality in TV and other media
companies in Europe we can see that there has been an overwhelming
growth in the number of “commercial multiplexes”. Here we can see that for
some analysts – like Francisco Rui Cádima – these strategies of concentration
that can be observed in media companies are essential role-players for the
intentions of achieving a unique and specific medium model between the
multiple players (Cádima, 2006: 145). Others think that the need for this
reality can be justified through a possible achievement of better efficiency
levels between all the companies that are involved in this commercial
scenario (Valente, appud., Ribeiro, 2007: 151). In practical terms, we can
simply observe that once classical media realities – that were separated with
very clear lines are now bundled up services. For example, hypothetically we
could conclude that traditional public broadcasting services aren’t equipped
to deal with this reality like private companies are. Nevertheless, we can
observe through the studies Karol Jakubowicz what changes should occur for
the Public Broadcasting Service (PBS) to survive. Regarding the BBC example
this author considers that this PBS shouldn’t consider itself as an emitter of
Radio, TV and small percentages of multimedia contents.
According to Jakubowizc the idea should be PBS in any place, time and
on any gadget (Ibid., 2006). So, through this point of view, we can conclude
that: the gap between PBS and private corporate media projects is thinned
and the survival in the emerging multi-platform reality depends on the
achievement of consumption and production realities on a new scale. But,
what about the contents for these multi-platform realities, is there a need for
specification?
As far as content is concerned, Lucy Kűng’s theory: “Old” Media
Content versus “New” Media Content (Ibid., appud., Jakubson, 2006).Here

2008

we can observe that when these two realities are compared old media was
due to the hard-work of professionals. Nowadays it is possible to see
anybody use the Internet to upload his or her contents. Like Jakubsen says:
“according to old assumptions, ‘content is king’. According to new ones,
content may be king, but access to customers and brands are just as
important as content” (Ibid., 2006).
Here, as problem we could underline the sub sequential issues that
have happened between the difference of the “Communication” and
“Information” realities. Dominique Wolton tells us that the main difference in
these realities is that in the first case we have media phenomenon that has
its contents contextualized in place, time and other cultural aspects; in what
regards the second issue we can see that this reality is based on mere data
specifications and achievements in distributing and receiving contents
(Wolton, 2000). We can see these issues debated on the following image:

Table – 4 Specifications and differences between Old Media and New Media
(Source: Kűng appud., Jakubsen, 2006)

Characteristic “Old” Media Content “New” Media Content
Core customer Information, education, Synthesis of information,
proposition entertainment communication and service
Basic commu- One-to-many, mass Two-way, personalized,
nication para- interactive, on-demand
digm
Relationship Message not medium Message and medium
between
content and
technology
What is quality “Quality” content fulfils Quality content keeps users
exalted goals and has on the site and is
intellectual and artistic constantly refreshed and
merits updated
Who produces Experts dictate Customer in the driving
content? • Content-generation relies seat
on artistic expertise and • Decides what, when,
discriminating minds and in which form
• The end of “journalist
knows best”
• Successful content often

2008

generated by users
Relationship Content and commerce Content and commerce
with commercial strictly separated and clearly inextricably linked
elements labeled
Structure Linear, narrative, on or off, Molecular orientated around
pre-selected or packaged, 3-D hierarchical matrix
fixed schedule
Locus of Intellectual and artistic Information engineering
creativity elements

Historically, it is believed that media development has a cumulative
growth because when new media realities are developed the previous ones
aren’t substituted. Regarding this aspect, Henten and Tadayoni tell us that
during the course of history various media forms complement each other. So
– and regarding this specific issue – the fact that the actual multi-platform
reality is based on recycling of programs from classical broadcast realities
can be understood (Ibid.,2002). Here we can also see that another aspect
could be related to economic issues because its faster and cheaper to re-use
previous contents to respond to the ever-growing needs of a very demanding
public (Bria, Andersson, et. al. 2007). So, we can conclude that these
realities could be considered as the main justification to justify the fact that
today’s multi-platform television markets have grids consisted by the re-use
of former broadcast television contents (Ibid., 2007). By regarding this fact
we can understand the many doubts that have characterized and still define
the: Web TV and Mobile TV concepts and empirical realities (Carlsson, 2007).
However, besides all these issues – that are already considered
historical problematic questions – we can see that the news genres are
thought to be the most appropriate contents for these new television realities
(Södergard, 2001: 01). Here, as an example, we can observe that New York
Post’s Nick Ascheim tells us that “breaking news” are seen more often in this
newspaper’s site are. He point’s out that nowadays one of the main concerns
of this newspaper can be found in the speed in which a news report can be
placed on the NY Post’s site (Ascheim, appud., Bryant,2006). The Finnish
market has this model implemented in their Mobile TV market. Here we can
see that the content production model is based on the fact that the duration

2008

of each Mobile TV program can’t pass a 10 Minute duration barrier. So the
genre are: news, sports cartoons and documentaries (Carlsson, Puhakainen,
2006).
Nevertheless, besides all this innovative approaches we can see that
today this type of television development is still considered to be an
alternative video mean if a failure is registered in classical broadcast
emissions (Bria, Andersson, et. al., 2007). We could also say that this aspect
is due to the fact that: “Television is one of the last media technologies to
become disconnected from a fixed place like home.” (Vangneck, et. al., 2008,
122). However there’s a factual need of specifications of these emerging
multi-platform markets (Ibid., 2007).

4.1 – THE PORTUGUESE REALITY IN THE EUROPEAN PANORAMA
FROM THE IPTV EXPERIENCE TO MOBILE AND WEB TV PROTOTYPES

After our brief revision of the literature and empirical realties were we
saw what specifications are believed to justify the hope on the success of a
system like IPTV. Here, regarding this topic, and before going any further in
our study, we believe it would be important to explain what’s “Web TV” and
“Mobile TV” in an objective manner. Regarding this last issue, we can
observe that this aspect is a service that is delivered through mobile
telecommunication networks. We can see the combination and the transition
of television services to the mobile communication reality (Kumar, 2007: 6).
These services, via cellular networks, are different from traditional TV because,
besides the inherent mobility, this type of television is fundamentad on a variety
of services including, pay TV, traditional and live TV programs (Ibid., 2007).
“Web TV” (or Internet TV) is television content that is emitted using the
Internet’s technological specifications. According to Odlyzko, this type of
televisions permits viewers to choose the contents that they want to watch from
a library of shows ( Ibid., 2001). Through Octavio Islas’s studies, we can observe
that the current services for Internet television are based on the possibility of
interaction (Ibid.,2006 ).

2008

In Portugal – like in the rest of the European reality – we can observe
that, besides the huge developments in Web, the implementation of
convergence and sub sequential IPTV services are believed to be the solution
to solve the current multi-platform problems. Regarding this last aspect we
can look at the statistic data in the following graphic:

14
Graphic – 3 TV Consumption Typology in Portugal
(Source: Obercom 2008)

Regarding this issue, can see the examples of MEO – launched in 2007
- that has all the aspects that we can see on this image. Here, we can see
that this “triple play” service has 110 channels, the possibility to record up
140 hours of contents, pause TV, Video on Demand (VoD) and channels that
have High Definition Images15. Currently, its developers are working on its
mobile version that will be distributed through DVB-T16. Another example of
an national IPTV service can be seen through the “SmarTV” project. “Clix” a
“Sonaecom” company launched this service in March 2006. It was one of
Portugal’s first IPTV triple play systems. It has 100 channels, Interactive
Menus, VoD, Radio, Games, and the possibility to record contents17.
However, unlike other European countries, we can observe that
the national channel and the company “Produções Fictícias” launched in April
2007 a exclusive Mobile TV format weekly magazine called: “Quinze”. This
magazine’s duration short duration (15 minutes), close shot video language
and genre (information) were thought to be the most appropriate for the
small screen’s that come on the cell phone’s interface18. Hendrick Knoche and
his team tell us that quick fixes and medium shots might be more enjoyable

2008

and especially more acceptable for the “Quality of Experience” (QoE) in a
Mobile TV reality (Knoche, 2007).
In 2008, these companies produced and emitted the program
“Hotspot”19; but this program besides being specifically produced for Mobile
TV it was also thought for Web TV emissions. In this program, in narrative
terms, we can observe that it follows a: “Long Tail Logic” (Anderson, 2004).
This idea is due to the fact that this program has its narrative based on a
main theme that is worked on through various reports with different
approaches – just like what we can see with Anderson’s theory and by the
logic that’s used by “Amazon”.
In Europe, Finish developments in this area consider that this
specification isn’t crucial bet, nevertheless, in 2003 a study referring the
specifications of “Technological and user experiences” showed us that the
interviewees consider that the – eventual – development of these TV
contents should be based on simple forms of reality television (Södergård,
2003: 66).
In 2005, the German Mobile TV industries studied the Mobile TV
scenario and their case study was based on the South Korean Model:
“TUMedia”. This Asian media company intended to be able to launch one of
the worlds first Mobile TV Services - emitted through satellites. Here, in
what regards contents we can also conclude that because of reduced screen
size, a narrative based on close-up shots with short durations would be
better indicated for this emerging reality (Trefzger,2005: 4).
Nevertheless, we mustn’t forget that when we talk about television,
besides its informative and entertainment character, we can’t forget that this
medium’s basic functionality is: “storytelling”. So, besides any functional
aspect, besides any existing technological developments, Television is, and
will always be, based on two basic aspects: “Narrative and Visual Structure”
(Block, 2001: 173).
As an end-note and regarding this issue, we can see that today there’s
a problem related to the lack of “identity” that characterizes all new media
projects (Ryan, 2001: 01-02). MIT’s Kevin Brooks concludes that: nowadays

2008

we have to overcome the historic problem related to a lack of a “story
structure” for the transmission of cultural issues through the next
generations (Ibid., 2000).
However, we can conclude that nowadays we all believe that there
exist a mutating audiovisual scenario that characterizes television. Here,
because the look for specific multiplatform TV hasn´t yet reached a final
point, Filder calls these times a “mediamorphesis” era (Ibid., 1997).

5 – CONCLUSION

Based on current available data, we cannot argue that there exists
market for multi-platform television realities. However, there are indicators
that come from: a new form of TV consumption, Digital Terrestrial Television
developments, new audiences and the “Television Without Frontiers
Commission” that tell us this reality will happen. This scenario warrants
content producers and TV company owners to apply un-thought efforts to
respond to these ever-growing needs. Regarding this last issue, during this
work we’ve seen that because of the high percentage of ADSL distribution,
the IPTV reality is being considered to be the best multi-platform system in
today’s markets. There are some limitations to this study because in the first
place the actual IPTV, Mobile TV and Web TV experiment set-ups don’t have
enough consistency to be studied in an objective form. Nevertheless, the
referred statistical data shows us that the choices of TV approach are
changing rapidly and the need for specific content is real. Here we can see
that there are many doubts regarding the linear specifications and the new
non-linear realities but the prototyping reality shows that there’s a growing
interest in these approaches. But, several studies show that multi-platform
television genre we’ve seen that information is considered to be the most
indicated type of program for these emergent realities but fictional content
has also been experimented. However, when we think that, because of all
these developments, “broadcast television ” may end. RTP’s Lopes Araújo
tells us: “no”! He believes that the secret resides in finding the “equilibrium

2008

point” between mass media and self-media because the public’s desires are
very floatable aspects (Lopes Araújo, 2008)20.
As an endnote for all this television mutation that we’ve seen in this
paper, we mustn’t forget that in 1974, German Criticist, Theodor Adorno said
that: “one can’t foresee what is going to happen to television: what it is
today doesn’t depend on its discovery, not even on the specific forms that
were found to explore it in a commercial term, but in the miracle in which it
can be placed” (Adorno, 2003: 170).

5.1 – FINAL QUESTIONS AND FUTURE WORK

A few years ago, there was television, movies, audiovisual and other
image formats. Today, with the digitization of contents, we can observe that
there’s “content” – “a stream of bits providing superior picture and audio
quality” (McKernan, Rice, 2002). However, like we’ve seen on this paper, this
promising reality is far from consensus. Its scenario is mainly consisted with
doubts, obstacles and challenges that are in a desperate need to be
overcomed. So, due to this fact we’ve that new media rhetoric issues are
dramatically modifying old media aspects. Eugenia Siapera considers that
this era can be related to a “radical break” regarding conservative and
classical mediatic realities. Like this author, because of the lack of innovative
contents and public awareness, we believe that, besides all its developments,
television has just expanded its reality to online scenarios (Siapera, 2004:
155).
We believe that the starting point for the following questions – that we
think are essential – should be based on the belief that: “Globalization is
changing the video panorama in every aspect”.

QUESTIONS

a) How will regulatory issues comply, will the answer be fast enough?
b) What’s the final destination for public media services?

2008

c) Is commercial sensibleness a possibility so corporate funds can help
the innovations and experiences that are needed for the multi-
platform markets?
d) What types of contents and narratives can be used in these new
markets?
e) How can these new television markets be specified?

2008

6 – BIBLIOGRAPHY

Anderson, C., (2006). A Cauda Longa – Do Mercado de massa para o mercado
de nicho, Brasil, Campus.

___(2004). The Long Tail. Wired Magazine Issue 12.10 October 2004.
http://www.wired.com/wired/archive/12.10/tail.html.

Adorno, T., (2003). Sobre a Indústria da Cultura, Coimbra, Angelus Novos
Ed.

Baltruschat, D., (2002). Globalization and International TV and Film Co-
productions In Search of New Narratives, Media in Transition2: Globalization
and Convergence, MIT – Cambridge, Massachusetts, USA. In:
http://web.mit.edu/cms/Events/mit2/Abstracts/DorisBaltruschat.pdf.

BIPE (2002). Consulting Study for the European Commission (Directorate
General Information Society). In:
http://ec.europa.eu/information_society/topics/telecoms/regulatory/studies/do
cuments/digital_switchover_in_broadcasting_executive_summary_120402_en.
pdf.

Block, B., (2001). The Visual Story, , MA – USA, Focal Press.

Bray, H., (2007). FCC – rule requires all new TV’s to be digital The Boston
Globe. Online at:
http://www.boston.com/business/technology/articles/2007/02/26/fcc_rule_r
equires_all_new_tvs_to_be_digital/.

Bria, A., Andersson, Karrberg, P., (2007). TV in the Mobile or TV for the
Mobile Challenges and Changing the Value Chain. Em: The 18th Annual IEEE
International Symposium on Personal, Indoor and Mobile Radio
Communications (PIMRC'07), In:
www.ieeexplore.ieee.org/xpls/abs_all.jsp?isnumber=4393983&arnumber=43
94185&count=895&index=201.

Brooks, K., (1999). Metalinear Cinematic Narrative:Theory, Process, and Tool, PhD
Theses, Media Arts & Sciences - Massachusetts Institute of Technology. Em:
http://alumni.media.mit.edu/~brooks/ .

Brown, A., Picard, R., G., (2005). Digital Terrestrial Television in Europe,
Routledge, USA.

2008

Bryant, S., (2006). What Works in online vídeo news? Annenberg USC –
Online Journalism Review. In: http://www.ojr.org/ojr/stories/060522bryant/.

Cádima, F., (2006). A Televisão ‘Light’ rumo ao Digital, Media XXI, Lisboa.

___(2007). A Crise do Audiovisual Europeu, Media XXI, Lisboa.

Candel, R. (2007). The Migration towards Digital Terrestrial Television (DTT):
Challenges for Public Policy and Public Broadcasters, in: OBS* (OberCom),
vol.1 2007. Available at:
http://obs.obercom.pt/index.php/obs/article/view/54/69.

Cardoso, G., Espanha, R., (2006) Comunicação e Jornalismo na Era da
Informação, Campo das Letras, Lisboa.

Carlsson, C.,(2007). Mobile TV – To Live or Die by Content, Proceedings of the
40th Hawaii International Conference on System Sciences. In:
http://csdl2.computer.org/persagen/DLAbsToc.jsp?resourcePath=/dl/proceedi
ngs/&toc=comp/proceedings/hicss/2007/2755/00/2755toc.xml&DOI=10.1109
/HICSS.2007.382 .

Carlsson, C., Puhakainen, J., (2006). Nice Mobile Services do not Fly.
Observations of Mobile Services and the Finnish Consumers, 19 th Bled
eConference eValues. In: http://ecom.fov.uni-
mb.si/proceedings.nsf/0/0ca63d73cb281a39c125718000320db2/$FILE/25_Ca
rlsson.pdf.

Chan, Olmsted, S., et. al., (2006). Intent of terrestrial digital television
Audience knowledge, perceptions and factors affecting the adoption. Online
version available at: http://nms.sagepub.com/cgi/content/abstract/8/5/773.

Chen, L., Q.,, Xie, X., Fan, X., (2003). A Visual Attention Model for Adapting
images on small displays – Multimédia Systems, University of Science and
Technology – China, Dept. of Automation, Springer Verlag, USA, 2003. In:
http://research.microsoft.com/~xingx/mmsj1.pdf

Cooper, W., Lovelace, G., (2006). IPTV Guide Delivering Audio and Video
over Broadband. In: http://ieeexplore.ieee.org/.

Cópere, Ludovic, (2005). Strategic Outlooks for European High Definition
and IP TV In: Master’s Thesis in Engineering Science KTH – University –
Sweden. In: http://www.copere.net/ludovic/files/MSc_Thesis.pdf.

DSTI/ICCP/CISP, (2007). IPTV: Market Developments and Regulatory
Treatment. Working Party on Communication Infrastructures and Service
Policy.
!!!!!!!!!!!!!!!!!!!!!

2008

Englund, Johan. (2007). Mobile TV – Service Design Strategy, Tese de
Mestrado em Tecnologia dos Media, Royal Institute of Technology – School
for Computer Science and Education. In:
http://www.nada.kth.se/utbildning/grukth/exjobb/rapportlistor/2007/samma
nf07/englund_johan.html .

Erdal, J., I. (2007). Researching Media Convergence and Crossmedia News
Production, Noridicom Review. In:
http://www.nordicom.gu.se/common/publ_pdf/255_erdal.pdf.

European Union Commission, (2005) TV without Frontiers: Commission
proposes modernised rules for digital era TV and TV-like services. In:
http://europa.eu/rapid/pressReleasesAction.do?reference=IP/05/1573&format
=HTML&aged=1&language=EN&guiLanguage=fr.

Filder, R., (1997). Mediamorphisis: Understanding New Media, SAGE, USA.

Gawlinski, M., (2003) Interactive Television Production, Focal Press, Oxford.

Gillmour, D., (2004). Nós os Media, Ed. Presença, Lisboa.

Hartley, J., (2006). Tele-Visions: Concepts and Methods in Television
Studies, Television & Globalisation. In:
http://www.ucpress.edu/books/bfi/pages/PROD0531.html.

Henten, A., Tadayoni, R., (2002). Articulation of Traditional and Internet TV.
Em: Referat przedstawiony podczas konferencji COST A20, Tromsø, Norway.
Em: http://cost-a20.iscte.pt/index.jsp?page=documents.

___ (2007). IPTV regulation – Challenges of the new era. In:
http://www.itseurope.org/ITS%20CONF/istanbul2007/downloads/paper/07.0
8.2007_Tadayoni_IPTV.pdf.

Iosifidis, P., (2006). Digital Switchover in Europe, In: International
Communications Gazette. Available at:
http://gaz.sagepub.com/cgi/content/abstract/68/3/249.

Islas, Octavio, (2006). La mediamorfosis de la televisión e Internet desde la
óptica mcluhaniana. At: http://www.lacoctelera.com/myfiles/octavio-
islas/Television-e-internet.pdf.

Jakubowicz, K., (2006). PSB: The Beginning of the end, or a new beginning
in the 21 ST Century. Em: Presentation for the RIPE@2006 Conference:
“Public Service Broadcasting in the Multimedia Environment: Programmes
and Platforms. Em:
http://www.yle.fi/ripe/Keynotes/Jakubowicz_KeynotePaper.pdf.

2008

Kesim, M., (2007). Effective Integration of Digital Television and Internet as
a Network for International On-Line Learning. In:
http://www.eadtu.nl/conference-2007/files/OC7.pdf.

Knoche, H., Sasse, (et al.) (2007). Getting the big picture on small screens:
Quality of Experience in mobile TV. Em: Lekakos, G. Chorianopoulos, K.
(eds.) Interactive Digital Television: technologies and applications, Idea
Group. <<<<<<<<<<<in:
http://www.cs.ucl.ac.uk/staff/H.Knoche/publications.htm.

Kumar, A., (2007). Mobile TV: DVB-H, DMB, 3G Systems and Rich Media
Applications, Focal Press, MA – USA.

Mardsen, Cave, et. al., (2006). Assessing Indirect Impacts in the EC for
Video Regulation Proposals – RAND – Europe Technical Report. In:
http://www.ofcom.org.uk/research/tv/reports/videoregulation/vidregexec.pdf

Obercom (2008), Flash Report - Perspectivas da Implementação da Televisão
Digital em Portugal, Novas Tecnolologias, Novos Consumos? Available at:
www.obercom.pt.

Odlyzko A. M. (2001). Internet TV: Implications for the long distance
network. At: AT&T Labs - Research amo@research.att.com
http://www.research.att.com/amo.

Ofcom (2008) – Office of Communications 2008 – Research Document - 14
August 2008, Communications Market Report. In:
http://www.ofcom.org.uk/research/cm/cmr08/.

___ (2007)– Office of Communications 2007 – The Future of Digital
Terrestrial Television – Enabling new services for viewers. In:
http://www.ofcom.org.uk/consult/condocs/dttfuture/summary/.

Pato, L., M., (2006). Cross-Media – A Morte do Canais Generalistas? - Grupo
de trabajo: Cibercultura y nuevas tecnologías de la información.
IX Congreso IBERCOM. In:
http://www.hapaxmedia.net/ibercom/pdf/daCruzPatoLuisMiguel.pdf.

Poutanen, A., (2006). Triple Play Services, Helsinki University of Technology,
Telecommunications Software and Multimedia Laboratory. In:
http://www.tml.hut.fi/Opinnot/T-
109.7510/2006/Proceedings_2006.pdf#page=39.

Popper, K., Condry J., (1999) Televisão: Um Perigo para a democracia,
Trajectos, Lisboa.

Prosperetti, E., Tripaldi G., (2007). IPTV missed expectations. Can regulation
do the trick? Societ à Italiana di Diritto ed Economia - Italian Society of Law

2008

and Economics. In:
http://www.studioprosperetti.it/documents/IPTVTripaldiViscoProsperetti-
SIDE07.ppt.

Rice, J., McKernan, B., (2002). Creating Digital Content, McGraw Hill, USA.
___ Grotticelli, M., The DTV Transition.
___ Sanders, C., The Case for Professional Communicators in a Digital Age.

Roel, M., (2008) Audiovisual Digitalization in Spain and Italy: From Neo –
Television to Post – Television, Observatório (OBS*) Journal, 4 (2008), 095-
112. Em: http://obs.obercom.pt.

Ryan, M. (2005). Beyond Myth and Metaphor – The Case of Narrative in Digital
Media. Em: http://www.gamestudies.org/0101/ryan/.

SEC., (2003) Comunicação da Comissão ao Conselho, ao Parlamento
Europeu, ao Comité Económico e Socila Europeu e ao Comité das Regiões
relativa à transição da radiodifusão analogical para o digital – da Transição
para o digital ao fim do analógico,
http://ec.europa.eu/information_society/policy/ecomm/doc/info_centre/com
munic_reports/switchover/acte_pt_vf.pdf.

Siapera, E., (2004). From couch potatoes to cybernauts? The expanding
notion of the audience on TV channels’ websites. This article can be found at:
http://nms.sagepub.com/cgi/content/abstract/6/2/155.

Simpson, W., Greenfield, H., (2007) IPTV and Internet Vídeo, Oxford – UK,
Focal Press.

Södergård, C., (2003) Mobile television-technology and user experiences.
Em: VTT Mobile Television Technology and User Experience. Em: VTT
Publications 506.

Tadayoni, R., Sigurdsson, H., (2006) IPTV Market development and
regulatory aspects - Center for Information and Communication
Technologies, CICT
COM, Technical University of Denmark. Em:
http://www.viskan.net/..%5Cpublications%5CITS2006_conference_version.p
df.

Tadayoni, R., Skouby, K., (1999). Terrestrial digital broadcasting:
Convergence and its regulatory implications, Telecommunications Policy 23
(1999) 175 – 199. In:
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VCC-
3WC42PT-
6&_user=2465466&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_versio

2008

n=1&_urlVersion=0&_userid=2465466&md5=433af226ea182e18feae804b25
29f1d9

The Accenture Global Content Study 2008 - The Challenge of Change:
Perspectives in the Future for Content Providers. Em:
http://tvdigital.files.wordpress.com/2008/09/challengeofchange.pdf .

Trefzger, J., (2005) Mobile TV-Launch in Germany – Challenges and
Implications Em: Arbeitspapiere des Instituts fur Rundfunkokonomie. Em:
http://rundfunkoek.uni-koeln.de/institut/pdfs/20905.pdf.

Vangenck, M., Jacobs, A., (2008). Does Mobile Television Challenge the
Dimension of Viewing Television? An Explorative Research on Time, Place and
Social Context of the Use of Mobile Television Content. 122-127. In:
http://dblp.uni-trier.de/db/conf/euroitv/euroitv2008.html#HandV08

Wolton, D., (2000) E Depois da Internet?, Algés, Difel.

Xiao, Y., Du, X., (2007). Internet Protocol Television (IPTV): The Killer
Application for the Next-Generation Internet. In:
Univ. of Alabama, Tuscaloosa. Em:
http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?arnumber=4378332.

Zeeman, J., D., Atgeld J., (2003).The IPTV/VoD Challenge - Upcoming
Business Models". By Jochen Altgeld - IBM Paper for the International
Engineering Consortium (IEC). Whitepaper IPTV/ VoD. In:
www.ibm.com/industries/media/doc/content/bin/VoDIPTVWhitepaperv2Altgel
dZeeman_1.pdf

WEB PAGES:

Massachusetts Institute of Technology (MIT) Interactive Cinema – Media
Fabrics
http://mf.media.mit.edu/pubs/pubs.php.

Donald Norman’s Web Page at:
http://www.jnd.org/dn.mss/affordances_and.html.

Telefónica “Imageneo Project”
http://www.telefonicaonline.com/on/pub/servicios/onTOEntrada/0,,entrada%
2Brd_imagenio%2Bv_segmento%2BAHOG%2Bv_idioma%2Bes%2Bmenu_iz
q%2B1%2Bmenu_cab_sup%2Btelevision%2BambitoAcceso%2Bpub,00.html?
v_segmento=AHOG&v_idioma=es.

2008

END NOTES:

1
Donald Norman says that the: “word ‘affordance’ was originally invented by the
perceptual psychologist J. J. Gibson (1977, 1979) to refer to the actionable
properties between the world and an actor (a person or animal). To Gibson,
affordances are a relationship. They are a part of nature: they do not have to be
visible, known, or desirable. Some affordances are yet to be discovered. Some are
dangerous. I suspect that none of us know all the affordances of even everyday
objects.
http://www.jnd.org/dn.mss/affordances_and.html.
2
Iosifidis, P., (2006). Digital Switchover in Europe, In: International Communications
Gazette. Available at: http://gaz.sagepub.com/cgi/content/abstract/68/3/249
3
Or DTTV – Digital Terrestrial Television
4
IPTV – Internet Protocol Television
5
The Accenture Global Content Study 2008 - The Challenge of Change: Perspectives
in the Future for Content Providers. Em:
http://tvdigital.files.wordpress.com/2008/09/challengeofchange.pdf.
6
The Directorate for Science, Technology and Industry Working Party on
Telecommunication and Information Services Policies – Policy Considerations for
Audio-visual Content Distribution in a Multiplatform Environment. Em:
http://www.oecd.org/dataoecd/25/24/6869228.pdf.
7
Pato, L., M., (2006). Cross-Media – A Morte do Canais Generalistas? - Grupo de
trabajo: Cibercultura y nuevas tecnologías de la información.
IX Congreso IBERCOM. In:
http://www.hapaxmedia.net/ibercom/pdf/daCruzPatoLuisMiguel.pdf.
8
ADSL – Asymetric Digital Subscriber Line
9
Triple Play – One Line, three services – Data, Television and Telephone.
10
Tadayoni, R., Sigurdsson, H., (s/d) IPTV market development and regulatory
aspects. Em:
http://orbit.dtu.dk/getResource?recordId=192961&objectId=1&versionId=1.
11
Television Without Frontiers Directive.

2008

12
Researched in the Internet on the site:
http://www.telefonicaonline.com/on/pub/servicios/onTOEntrada/0,,entrada%2Brd_i
magenio%2Bv_segmento%2BAHOG%2Bv_idioma%2Bes%2Bmenu_izq%2B1%2Bme
nu_cab_sup%2Btelevision%2BambitoAcceso%2Bpub,00.html?v_segmento=AHOG&v
_idioma=es.
13
Ofcom – Office of Communications 2008 – Research Document - 14 August 2008,
Communications Market Report. Em:
http://www.ofcom.org.uk/research/cm/cmr08/.
14
Obercom (2008), Flash Report - Perspectivas da Implementação da Televisão
Digital em Portugal, Novas Tecnolologias, Novos Consumos? Em: www.obercom.pt.
15
For more informations please see the site: www.meo.pt
16
Digital Video Broadcasting – Terrestrial
17
Available on the following site: http://acesso.clix.pt/televisao/lista.html.
18
For more informations please see the site: www.rtp.pt.
19
Para mais informações consulte o sítio:
http://ww1.rtp.pt/wportal/entretenimento/hotspot/index.php (Consultado na
Internet em 27/05/2008).
20
Presentation “ Programar e Produzir na Era Digital ” – University of Aveiro –
10/17/2008.

http://www.modibec.org/download/Links/MOBILE%20TV%20IN%20J
APAN.pdf.

The Current Multi-Platform Television Market in Portugal

Recommended

Recommended

More Related Content

Similar to The Current Multi-Platform Television Market in Portugal

Similar to The Current Multi-Platform Television Market in Portugal (20)

More from Universidade da Beira Interior

More from Universidade da Beira Interior (7)

Recently uploaded

Recently uploaded (20)

The Current Multi-Platform Television Market in Portugal