Public Service Media in Germany: the ‘Drei Stufen Test’ and its consequences.

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Presentation at the workshop "Public Service Broadcasting in Europe in the digital age", celebrated at the Centre for European Governance of the Exeter University. June 30th, 2011.

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Public Service Media in Germany: the ‘Drei Stufen Test’ and its consequences.

  1. 1. PublicService Media in Germany: the‘DreiStufen Test’ and itsconsequences.<br />PublicServiceBroadcasting in Europe in the Digital Age<br />Exeter, July 1st, 2011<br />Dr. Roberto Suárez Candel<br />Marie CurieResearchFellow<br />
  2. 2. The 3 Stufen Test and itsconsequences<br />PSB- Digital<br />Redefining and repositioningPublicServiceBroadcasting in the digital and multiplatformscenario.<br />Post-doctoral Research Project<br />fundedbythe Marie CurieIntra-EuropeanAction<br />www.psb-digital.eu<br />
  3. 3. The 3 Stufen Test and itsconsequences<br />Outline<br />Situation of PublicService Media in Germany<br />The ‘ThreeSteps Test’ (Dreistufentest)<br />Origin of theConflict<br />Reactions and differentapproaches<br />Agreement and Implementation<br />Results & FutureIssues<br />1<br />
  4. 4. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />2<br />
  5. 5. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />3<br />
  6. 6. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />4<br />
  7. 7. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />5<br />
  8. 8. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br /><ul><li>2009, the public fee = 7.6 billions €
  9. 9. ARD-Dritte, the regional (state) public channels were the most viewed channels in Germany, with 13.5% of the share.
  10. 10. Das Erste and ZDF also had good results, with 12.7% and 12.5% respectively.</li></ul>6<br />
  11. 11. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br /><ul><li>The public service thematic channels obtained more discrete viewing figures (between 0.7%and 1.4%),but they were also leaders in that market niche.
  12. 12. The public service offer is the leader of the German market with an average aggregated daily audience share between 41.5% and 45.3% (2009).</li></ul>7<br />
  13. 13. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />German PSB are innovativeagents<br /><ul><li>Leading and reference role duringthe DTT transition (2003-2008)
  14. 14. Takepart in thesatelliteanalogue switch-off (April 2012)</li></ul>8<br />
  15. 15. The 3 Stufen Test and itsconsequences<br />PublicService in Germany<br />German PSB are innovativeagents<br /><ul><li>Multiplatformoffer: Sat, Cab, DTT, IPTV, Hybrid Tv, Web Tv, Mobile devices.
  16. 16. Online activities: Mediathek, podcast, rss, newsletters, social networking.
  17. 17. HbbTV, HighDefinition</li></ul>9<br />
  18. 18. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Origin of theConflict<br /><ul><li>2002-2004: complaints in front of theEuropeanCommissionagainstGermanPublicBroadcasters: funding / activities</li></ul>BDZV – Bundesverband der DeutscherZeitungsverleger<br />VPRT – VerbandPrivaterRundkunkundTelekommunikation<br />10<br />
  19. 19. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Reactions and differentapproaches<br /><ul><li>2005-2006: EC carriesoutinvestigations</li></ul>11<br />
  20. 20. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Agreement and Implementation<br /><ul><li>April2007: Beihilfekompromiss
  21. 21. 2008: Regulation/Policydesign</li></ul>December 12thRStV<br />Remit<br />Scope / Range<br />3ST<br />Negative List<br /><ul><li>Betterdefinition of PublicServiceRemit
  22. 22. Ex –ante evaluationprocedure</li></ul>12<br />
  23. 23. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Agreement and Implementation<br /><ul><li>June 2009: 12th InterstateBroadcastingTreatyentersintoforce and incorporatesthe ‘ThreeSteps Test’
  24. 24. June 2009 – August 2010: Test implementation complex & expensive</li></ul>13<br />
  25. 25. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Which are the 3 steps?<br />Towhatdegreedoestheofferconformtothedemocratic, social and cultural needs of society?<br />14<br />
  26. 26. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Which are the 3 steps?<br />Towhatdegreedoestheoffercontributeto editorial competition in a qualitativemanner?<br />14<br />
  27. 27. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Which are the 3 steps?<br />Whatfinancialexpenditureisrequiredfortheimplementation of theoffer?<br />14<br />
  28. 28. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Which are the 3 steps?<br />CompliancewithPublicServiceRemit<br />Editorial Competition (marketimpact)<br />Funding<br />14<br />
  29. 29. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />CompliancewithPublicServiceRemit<br /><ul><li>Definition of theTelemedienkonzept</li></ul>Target<br />Aim & Focus<br />Content<br />Duration<br />15<br />
  30. 30. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Editorial Competition (marketimpact)<br /><ul><li>Analysis of thequality and quantity of theexisting free services.
  31. 31. Impactontheexistingoffer.
  32. 32. Contributionto editorial competition qualitativeapproach</li></ul>16<br />
  33. 33. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Funding<br /><ul><li>Whetherthecostisappropriate and comparable tomarketconditions</li></ul>17<br />
  34. 34. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />A verycompleximplementationprocess:<br /><ul><li>Definition of PublicServiceRemitforTelemedia
  35. 35. Definition of evaluationcriteria
  36. 36. Responsibilityforimplementation BroadcastingCouncils
  37. 37. BroadcastingCouncilsneeded training
  38. 38. Extra budget and administrativetaskforce</li></ul>18<br />
  39. 39. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />A verycompleximplementationprocess:<br /><ul><li>Externaleconomicassessment conflictwithcommercialoperators
  40. 40. Participation of thirdparties
  41. 41. Eachpublicbroadcastercarriedoutseveral tests / total = 41
  42. 42. Criticismconcerningtransparency</li></ul>19<br />
  43. 43. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Results & FutureIssues<br />Alltheevaluations tests had a POSITIVE result<br /><ul><li> A stronger legitimation of the online services
  44. 44. A better planification of Public Service expansion
  45. 45. An improved public accountability</li></ul>20<br />
  46. 46. The 3 Stufen Test and itsconsequences<br />The‘ThreeSteps Test’ (Dreistufentest)<br />Results & FutureIssues<br /><ul><li> The release of APPs without having passed the 3ST
  47. 47. Competition complaints in front of district courts
  48. 48. PSB commercial services (VoD)
  49. 49. Funding: sponsoring has been forbidden</li></ul>21<br />
  50. 50. The 3 Stufen Test and itsconsequences<br />Thankyou!<br />Dr. Roberto Suárez Candel<br />Marie CurieResearchFellow<br />Hans-Bredow-Institut<br />Hamburg - Germany<br />r.suarez@hans-bredow-institut.de<br />www.psb-digital.eu<br />

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