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Verdegem Et Al Digital Dividend And The Analogue Switch Off
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Verdegem Et Al Digital Dividend And The Analogue Switch Off


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Paper presented @ COST 298 Digital television workshop - Budapest

Paper presented @ COST 298 Digital television workshop - Budapest

Published in: Economy & Finance, Technology

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  • 1. DIGITAL DIVIDEND AND THE ANALOGUE SWITCH-OFF: A USER-ORIENTED APPROACH FOR POLICY STRATEGIES IN THE DTV LANDSCAPE Pieter Verdegem (MICT-IBBT, Ghent University) Laurence Hauttekeete (MICT-IBBT, Ghent University) Lieven De Marez (MICT-IBBT, Ghent University) Erik Dejonghe (MICT-IBBT, Ghent University) @ COST 298 DTV Workshop <Budapest – 15th May 2008>
  • 2. Digitized TV landscape in transition
    • Analogue switch-off vs. digital switchover
    • Switchover: why? # advantages
    • Switch-off: 2012 deadline, but different timings & strategies (penetration of DTV & TV landscape)
    “ transition of all types of broadcasting” “ terminating analogue terrestrial tv”
  • 3. Policy making in DTV landscape
    • Main challenges:
      • Smooth transition: analogue switch-off
      • What after the analogue switch-off: digital dividend
    • Reallocation of digital dividend: # possibilities
      • Fixed/mobile broadcast TV services
      • Mobile telecommunication services
      • Public safety services
      • Commercial/public PMSE
    • A plea for user-oriented policy strategies:
    • ↔ “ the market should essentially determine how the current broadcast spectrum will be used in the future ”
  • 4. User-oriented strategies: why?
    • The development of the information society for all:
      • Access to DTV = central element
      • Equal access for all to the new possibilities that are offered by DTV (policy goal)
    • Social goal:
      • Diffusion of DTT: especially for fast & broad adoption by European rural viewers  “ Poor man’s satellite ”
    • Ambivalent position of government:
      • Both stimulating innovation (economic policy) as well as inclusion (social policy) = to produce total value to society
    • The user has its own agenda
  • 5. The user has its own agenda
    • = not adopting or not accepting every innovative technology or strategy which is pushed forward from a top-down perspective
    • Research concerning the analogue switch-off
      • Survey (N=521) & focus group interviews (N=25)
      • Conclusions:
        • Current antenna viewers are technically & financially able to to subscribe to cable TV, but they prefer not to do so
        • They wish to continue watching TV at the present location and expect the same free programme choice
  • 6. The user has its own agenda (2)
        • Information campaigns are vital in order to inform citizens about the transition process
        • Less affluent and less technical skilled citizens might expect financial/practical support
    • Research concerning mobile television
      • Expert panel (N=35), survey (N=575) and consumer focus study (N=30)
      • Conclusions:
        • Mobile television: no mass market take-up in the near future
        • Mobile TV perceived to be a niche, luxury service that has little or no additional value to society
  • 7. Open innovation paradigm
    • Flanders: tradition of open innovation practices in the field of technology research
      • Government stimulates companies to work together in innovation development
      • EnoLL & Living labs
      • Examples: Flanders Interactive (iDTV) & MADUF (mobile television)
    • Open innovation & user-driven research: serving both industry & policy needs
      • Providing knowledge about the citizens’ preferences towards new services that become available
      • Policy makers are not forced to make ‘a priori’ choices to fill up the digital dividend
  • 8. Conclusion
    • Accurate user insights are indispensable:
      • To take the hurdle of the analogue switch-off:
        • Users can be rather conservative
        • Innovations should provide added value
      • To maximize profit generating from digital dividend:
        • A user-oriented & open innovation approach is needed to support the development of new services that respond to users’ preferences
        • = Serving both industrial and policy needs
  • 9. Th@nk you!
    • Contact: [email_address]