Hybrid Broadcast Broadband. A SWOT analysis.

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Presented at the Conference "Broadband Media – Changing times, changing media.", organised by Obercom.

Lisboa, November 23rd, 2009.

Author: Roberto Suárez

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Hybrid Broadcast Broadband. A SWOT analysis.

  1. 1. OBS* International Conference<br />«Broadband Media: Changing times, changing media»<br />HybridBroadcastBroadband<br />A SWOT analysis<br />Dr. Roberto Suárez Candel<br />PompeuFabraUniversity<br />Lisboa, November 23th 2009<br />
  2. 2. Content<br />DTT and Broadband – Currentscenarios<br />WhatisHybridBroadcastBroadband?<br />State of the art<br />SWOT analysis<br />Final remarks<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  3. 3. DTT and Broadband – Currentscenarios<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  4. 4. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  5. 5. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.</li></ul>Completed<br />2009- 2010<br />2011 – 2012<br />2013 - 2015<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  6. 6. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.
  7. 7. Marketrestructuring – PayTv – Mobile</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  8. 8. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.
  9. 9. Marketrestructuring – PayTv – Mobile
  10. 10. MigrationtowardsHighDefinition (HD)</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  11. 11. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.
  12. 12. Marketrestructuring – PayTv – Mobile
  13. 13. MigrationtowardsHighDefinition (HD)
  14. 14. Internet strategies</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  15. 15. DTT and Broadband – Currentscenarios<br /><ul><li>Switch-overacrossEurope: asymmetric and asynchronous.
  16. 16. Marketrestructuring – PayTv – Mobile
  17. 17. MigrationtowardsHighDefinition (HD)
  18. 18. Internet strategies</li></ul>Contents<br />Services<br />Price<br /><ul><li>Competitionamongplatforms</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  19. 19. DTT and Broadband – Currentscenarios<br /><ul><li>Televisiondoesnotdodgethe Global Crisis.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  20. 20. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  21. 21. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services</li></ul>Source: F. Kozamernik, EBU Technical, 2009.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  22. 22. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services</li></ul>Source: F. Kozamernik, EBU Technical, 2009.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  23. 23. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services</li></ul>Source: EuropeanCompetitiveTelecommunicationsAssociation (ECTA), 2009.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  24. 24. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services
  25. 25. Ondemandcontent – Video viewing
  26. 26. USA, March 2009: 14.5 billion videos (+11% previousmonth).
  27. 27. BBC iPlayer: from XII/08 to XII/09 served 180 million videos / France2: 50.000 per day
  28. 28. USA: 14.5 millionviewers are consideringbuyingan Tv set withconnectivity.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  29. 29. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services
  30. 30. Ondemandcontent – Video viewing
  31. 31. Forecast: 2011  20 million TV sets withwificonnectivity / 2013  277 mil.</li></ul>Source: ScreenDigest<br /><ul><li>Youtube 40.8% of usergeneratedcontent
  32. 32. Other online video viewingexperiences: HULU, ZATOO, JOOST, AppleTV + broadcasters.</li></ul>Source: DigitagNewsletter, August 2009.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  33. 33. DTT and Broadband – Currentscenarios<br /><ul><li>Ondemandcontent – Video viewing</li></ul>Source: ScreenDigest<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  34. 34. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services
  35. 35. Ondemandcontent – Video viewing
  36. 36. Mobile – Multideviceaccess</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  37. 37. DTT and Broadband – Currentscenarios<br /><ul><li>Mobile – Multideviceaccess</li></ul>Broadbandsubscriptions<br />Source: J. Doeven, CSTB 2009.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  38. 38. DTT and Broadband – Currentscenarios<br /><ul><li>Globalization – Infrastructures & services
  39. 39. Ondemandcontent – Video viewing
  40. 40. Mobile – Multideviceaccess
  41. 41. Web 2.0 & Social Networking</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  42. 42. DTT and Broadband – Currentscenarios<br />What’snext?<br />Television + Internet?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  43. 43. DTT and Broadband – Currentscenarios<br />What’snext?<br />Hybrid<br />BroadcastBroadband<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  44. 44. WhatisHybridBroadcastBroadband?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  45. 45. WhatisHybridBroadcastBroadband?<br />“Itistheconvergencebetweenbroadcast and Internet contentfor a coherentexperience.”<br />Source: DIGITAG, August 2009<br />“ for a enrichedviewingexperience.”<br />Source: L. Vermaele, EBU Technical director, 2009<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  46. 46. WhatisHybridBroadcastBroadband?<br />Source: Dr. K. Illgner-Fehns, InstitutfürRundfunktechnik (IRT), (2009): RundfunkundMedientechnikim 21.Jahrhundert<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  47. 47. WhatisHybridBroadcastBroadband?<br />Source: HbbTV.org<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  48. 48. WhatisHybridBroadcastBroadband?<br /><ul><li>Hybrid receiver</li></ul>DVB tuner + broadbandconnectivity<br /><ul><li>Hybridservices</li></ul>Mainstreambroadcast + broadcastrelated/independentservicesover IP<br /><ul><li>Hybrid Content</li></ul>Broadcast + broadband = programmeunit<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  49. 49. WhatisHybridBroadcastBroadband?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  50. 50. WhatisHybridBroadcastBroadband?<br />Itis NOT:<br /><ul><li> Internet Television
  51. 51. IPTV
  52. 52. Internet onthe TV screen*</li></ul>… buttheseexperiences can behelpful.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  53. 53. State of the art<br /><ul><li>Broadcastershavedeveloped internet strategies in orderto …</li></ul>… generate new windowsfortheircontent and new revenues.<br />… recover / haveaccesstocertaingroups of audience.<br />… managetheirbrand and face up competitionfromothercontentproviders.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  54. 54. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  55. 55. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  56. 56. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  57. 57. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  58. 58. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  59. 59. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  60. 60. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  61. 61. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  62. 62. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  63. 63. State of the art<br /><ul><li>Broadcastershavedeveloped internet strategies.
  64. 64. CE Manufacturershavetakentheinitiativeregarding IP connectivity.
  65. 65. Philips  Net TV [video]
  66. 66. Samsung  Internet@TV
  67. 67. Panasonic  Vieracast
  68. 68. Apple  Apple TV</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  69. 69. State of the art<br /><ul><li>Broadcastershavedeveloped internet strategies.
  70. 70. CE Manufacturershavetakentheinitiativeregarding IP connectivity.
  71. 71. Theybecome new gatekeepers bymeans of achievingallianceswithcontentproviders and offering “walledgardens”.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  72. 72. State of the art<br /><ul><li>Broadcastershavedeveloped internet strategies.
  73. 73. CE Manufacturershavetakentheinitiativeregarding IP connectivity.
  74. 74. Themarketneeds horizontal standardsthatguaranteeinteroperability.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  75. 75. State of the art<br /><ul><li>The market needs horizontal standards that guarantee interoperability.
  76. 76. Audio / Video codecs
  77. 77. Interactivity middleware / browser / OS
  78. 78. Digital Rights Management (DRM)
  79. 79. Connectivitywithotherdevices (Home Network)
  80. 80. Content deliveryprotocols / coordinationbetweenbroadcast and broadband</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  81. 81. State of the art<br /><ul><li>The market needs horizontal standards that guarantee interoperability.
  82. 82. BBC  Canvas Project (UK)
  83. 83. Cross IndustryConsortium  HbbTV (FR + GE)
  84. 84. EBU – DVB  HBB - MHP
  85. 85. Yahoo  Widgets</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  86. 86. State of the art<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  87. 87. State of the art<br />CE Manufacturers<br />Content Producers<br />Broadcasters<br />Content Providers<br />ISP<br />Regulators<br />RightsHolders<br />StandardizationBodies<br />Telecomms<br />Internet Developers<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  88. 88. SWOT Analysis<br />STRENGHTS<br /><ul><li>HBB specifications are builtoncurrentstandards no new developments + backwardscompatibility
  89. 89. No investment in transmissioninfrastructure
  90. 90. Broadbandpenetration / speedisgrowing
  91. 91. Popularisation of WIFI
  92. 92. Home networkingcreates a positive environment</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  93. 93. SWOT Analysis<br />STRENGHTS<br /><ul><li>Devices are alreadyavailable at themarket
  94. 94. DTT viewingisincreasing (users / time)
  95. 95. DTT offers a higher / wideraudiencethan internet
  96. 96. Previousexperienceslike BBC i Player havebeenverysuccessful
  97. 97. Ondemandservices are growing</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  98. 98. SWOT Analysis<br />STRENGHTS<br /><ul><li>Main Tv set isstilltheprimaryaccesspointfor video content
  99. 99. SomeusersalreadyconnecttheirPc’swiththeir Tv sets
  100. 100. Userspreferprofessionalcontentinstead of UGC
  101. 101. Lowpoliticalprofile</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  102. 102. SWOT Analysis<br />WEAKNESSES<br /><ul><li>There many players involved  agreement on standards becomes more difficult
  103. 103. Individual initiatives based on legacy solutions have been launched  fragmentation due to lack of interoperability + confusion
  104. 104. User incorporation depends on having a terminal device + broadband connectivity  cost + more gatekeepers between broadcasters and users</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  105. 105. SWOT Analysis<br />WEAKNESSES<br /><ul><li>IPTV and Cable operators are strong alternatives.
  106. 106. Investments in new content / services are needed but the business model is not clear.
  107. 107. DTT is strongly linked to FTA offers.
  108. 108. DTT switch-over in Europe is fragmented, so a common market will not be an immediate reality.
  109. 109. Interactivity has never been a safe value.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  110. 110. SWOT Analysis<br />WEAKNESSES<br /><ul><li>Online content needs to go HD, otherwise lack of quality.
  111. 111. Youtubeisthe leader providerfor video online (UGC + professional).
  112. 112. “Lean-back” attitudeisstillstrong in front of television.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  113. 113. SWOT Analysis<br />OPPORTUNITIES<br /><ul><li>Using IP transmission might allow to free more spectrum + combination of both  more channels, HD, other services.
  114. 114. New interactivity options for DTT / SAT  new revenues + creativity/producing opportunities
  115. 115. Linear television is enhanced  more added value  more viewers /consumption + business models</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  116. 116. SWOT Analysis<br />OPPORTUNITIES<br /><ul><li>Recoveringthelostaudience / creating new targets
  117. 117. New audiencebehaviour tracking options
  118. 118. Anoptionforreducing digital divide and consolidatingtheInformationSociety
  119. 119. Personalisation / Customization + Localization  new services, opportunitiesforadvertising + betterfulfillment of PSB remit</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  120. 120. SWOT Analysis<br />OPPORTUNITIES<br /><ul><li>Social networking  interestcommunities, recommendations, mostviewed (pushVoD)
  121. 121. Betterserviceforhandicapedpeople
  122. 122. New windowsfor 3rd partiescontents / services</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  123. 123. SWOT Analysis<br />THREATS<br /><ul><li>Legacy hardware / software solutions can fragment the market and create vicious circles that lead to failure.
  124. 124. Content providers circumvent broadcasters (agreements with CE manufacturers)
  125. 125. Linear programming loses audience  impact on advertising.</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  126. 126. SWOT Analysis<br />THREATS<br /><ul><li>CE manufacturers control the access to the audience.
  127. 127. Broadcasters lose control over the screen due to non related content / services
  128. 128. Network saturation due to flash-crowds (live events) or too fast growth  collapse / quality
  129. 129. Costs rising due to an excess on data transferring</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  130. 130. SWOT Analysis<br />THREATS<br /><ul><li>New DRM issues
  131. 131. New window for illegal content
  132. 132. Viruses
  133. 133. 3rd parties competition  degradation of the brand of the broadcaster + loss of market weight (value)
  134. 134. High costs for viewers</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  135. 135. SWOT Analysis<br />THREATS<br /><ul><li>Inferior added value in front of cable / IPTV
  136. 136. Advertising migrates to IP (personalization + localization)  linear programming loses value
  137. 137. Extra costs for IP data analytics
  138. 138. Low political profile  Is public interest under threat?</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  139. 139. Final remarks<br /><ul><li>It is a very attractive opportunity to enhance the television viewing experience BUT …</li></ul>Do peoplereallyneedit?<br />Who? Howmany?<br />Isiteconomically viable?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  140. 140. Final remarks<br /><ul><li>It is a chance for DTT to improve its value offer as well as its position within the television market BUT …</li></ul>Aren’tthethreatstoomany / toostrong?<br />Isitpossibleto ignore HBB? Then, what?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  141. 141. Final remarks<br /><ul><li>Which is the right way? </li></ul>Open internet access / Walledgarden?<br />FTA / Pay / Killercontent, service, application … Business model?<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  142. 142. Final remarks<br /><ul><li>Like in previous cases …</li></ul>Technicalstandardizationismandatory … ASAP!!<br />Legacyoptions are attractive in thebeginning, buttheirgrowthislimited.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  143. 143. Final remarks<br /><ul><li>It is not “just” about migrating the web to the television screen. It is about a “coherent/enhanced” tv viewing experience.
  144. 144. Is it the definitive chance for interactivity?
  145. 145. What about Public Service?</li></ul>Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  146. 146. Final remarks<br />Terrestrial Broadcasters need to act early and fast. Otherwise, they will be quickly overcome by other/new market players.<br />No action will certainly imply losing their privileged position within the television ecosystem.<br />Dr. Roberto Suárez – HybridBroadcastBroadband. A SWOT analysis.<br />
  147. 147. ThankYou!<br />Dr. Roberto Suárez Candel<br />Department of Communication<br />PompeuFabraUniversity<br />Barcelona – Spain<br />roberto.suarez@upf.edu<br />www.robertosuarez.es<br />Dr. Roberto Suárez – HybridBroadcast Broadband. A SWOT analysis.<br />

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