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Redefining and Repositioning Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks

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Presentation at the Final Worshop of the project PSB-Digital celebrate in Brussels on Feb. 6th 2012.

Presentation at the Final Worshop of the project PSB-Digital celebrate in Brussels on Feb. 6th 2012.

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  • 1. Redefining and Repositioning Public Service Media in the Multiplatform Scenario Challenges , Opportunities and Risks Dr. Roberto Suárez Candel Marie Curie Research Fellow Brussels, Feb. 6th 2012
  • 2. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksOutline1. The concept and the need for public service in the media.2. The configuration of a multiplatform media scenario:  Conflict & Debate  The need to adapt PSB3. Challenges, opportunities and risks. 1 Dr. Roberto Suárez Candel
  • 3. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks What is Public Service Broadcasting? Radio and television services Ownership: state / publicly owned Funding: publicly funded Remit: serving viewers as citizens Accountability: publicly accountable 2 Dr. Roberto Suárez Candel
  • 4. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks What is Public Service Broadcasting?A concept based on certain assumptions Media can have a strong impact on society Media are merit goods Market failures jeopardize positive outcomes 3 Dr. Roberto Suárez Candel
  • 5. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks What is Public Service Broadcasting?VALUES + OBJECTIVES + SOCIAL FUNCTIONS 4 Dr. Roberto Suárez Candel
  • 6. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Values Objectives Functions Universal Service: Reach & Access Solidarity Social Inclusion -Geographic  everywhere -Content  Portfolio offer -Socio-econ.  Affordable for everybody Social Cohesion Equality Social -Technology  Open standards, neutrality Social Representativeness Social Identity -Political Pluralism -Interests Digital Social -Socio-demographic/economic Welfare -Ethnic / CulturalAccountability Pluralism Democratic Public SphereIndependence / -Content & Services Performance Autonomy Quality Participation -Genres -Formats -Information Quality Econ./ Industrial Diversity Consumers’ benefits Diversity Creativity / Innovation Boost of national -Content Creativity -Technology markets Promotion / Protection of Culture Innovation -Language Cultural -Cultural expression / heritage / folklore -Artistic expression CulturalEnlightenment -Education / Knowledge Enrichment -National Identity © Dr. Roberto Suárez Candel – Hans-Bredow-Institut for Media Research – PSB-Digital Project 5 Dr. Roberto Suárez Candel
  • 7. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksCritical Questions:1. To what extent should the media be considered suitable to achieve certain political, cultural and social objectives (public interest)?2. To what extent can free market and commercial players be considered suitable to achieve the public interest goals attributed to the media? 6 Dr. Roberto Suárez Candel
  • 8. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks What is Public Service Broadcasting? An ideological option based on values The result of a complex bargaining process A normative construction based on the potential externalities of the media and the market failures 7 Dr. Roberto Suárez Candel
  • 9. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Market failures Spectrum scarcity Profitability vs Diversity, Pluralism, Quality, etc. Duplicative Competition Market Concentration Market Entry Barriers Political Paralelism & Clientelism Private vs Public Interest 8 Dr. Roberto Suárez Candel
  • 10. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksDoes technological innovation solvemarket failures? Does it create new ones? New issues: access, trust, privacy ... 9 Dr. Roberto Suárez Candel
  • 11. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks What is Public Service Broadcasting?In the field of media, public service cannot beuniversally and unequivocally defined.It is not a concept that can be scientificallyidentified, measured or evaluated. Public Service is an ideological and a political choice. 10 Dr. Roberto Suárez Candel
  • 12. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksDominant Discourse: Capacity of Market + Abundance + Achievement Choice + Technology Versatility of Goals Added Value Information Society Enrichment of Citizens Information Economy Choice of Consumers 11 Dr. Roberto Suárez Candel
  • 13. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksThe media ecosystem is changing towards DIGITAL & MULTIPLATFORM SCENARIO The conceptualization, definition and need for Public Service change too. Public Service operators need to adapt to the new context. 12 Dr. Roberto Suárez Candel
  • 14. Contents & Services The transformation of broadcasting  Non-linearity: on-demand, immediacy, anytime, anything.  Mobility + portability + interoperability = ubiquity (anywhere – geographic/device) into a multiplatform paradigm  Semantics: meta-data add meaning indexing, searching, relating, geo-localizing, etc.  Hypertextuality: connection between contents  Interactivity: from unidirectional (one media) to multidirectional (multiplatform/multimedia).  Participation: UGC + social networking tools (sharing, voting, recommending, etc.)  users add meaning Market  Versality: Personalization + customization  Impact & changes > Structure & roles > Relationships More > Operational logics channels Interactivity > Management culture  Commercial vs PSB Web based  New market failuresAudience services >Old ones are not fully solved  Fragmentation > New ones appear  Segmentation  Mass audience DIGITALIZATION > Agenda Setting Mobile Devices > Cohesion  Multimedia  Minorities TV  Multiplatform > Catering GO ONLINE  Mobile > Visibility radio  Versatile  Targeting new / lost  Connected Connected /  Complementary groups  Adding viewers to the Hybrid  Innovation drivers ENHANCEMENT OF main screen  Cross-platforms /media IMAGE TECHNOLOGY “from receivers to enablers” diets Devices connectivity 3 High Dimensions Definition Accountability  Commercial vs PSBUniversality  Competition vs State Aid Anything  PSB ex-ante evaluation  Geographical availability Anytime  Relationships / Response  Access (FTA vs Payment) Anywhere with / to the audience A more complex Public Sphere:  Technology neutrality > Platforms > Devices + Connecting Multiplatform / Participatory  Contents & services People © Dr. Roberto Suárez Candel – Hans-Bredow-Institut for Media Research – PSB-Digital Project
  • 15. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksP S ublic ervice B roadcastingRemit / Organization / Performance 14 Dr. Roberto Suárez Candel
  • 16. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks P Sublic ervice M ediaAdaptation / Expansion Strategies 14 Dr. Roberto Suárez Candel
  • 17. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks ConflictLegitimacy & Remit / Organization / Performance / Accountability 15 Dr. Roberto Suárez Candel
  • 18. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksDiscours AGAINST PSB  Commercial players can provide anything better, faster and more efficiently.  PSB is oversized and cannot deal with innovation.  Paternalist ethos vs supply/demand logic.  PSB is politicized.  PSB distorts competition and hinders innovation. 16 Dr. Roberto Suárez Candel
  • 19. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksDiscours AGAINST PSB  Thanks to technology and economic profit, market players can replace PSB.  PSB cannot compete in an international and globalized market.  PSB belongs to an old paradigm.  Market failures have been overcome. 17 Dr. Roberto Suárez Candel
  • 20. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksDiscours ENDORSING PSB  PSB operators have been always innovators and pioneers.  PSB is able to adapt to new scenarios.  PSB’s know-how can result in a maximization of positive outcomes.  PSB still has a strong social support.  PSB looks for social profitability. 18 Dr. Roberto Suárez Candel
  • 21. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksConflict & Debate  Definition - Remit & Legitimacy  Organization & Funding  Performance & Accountability 19 Dr. Roberto Suárez Candel
  • 22. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksConflict & Debate SUPRANATIONAL WHAT COMPETITION CULTURAL WHERE STATE AID HOW NATIONAL Limitations + Ex-ante Accountability 20 Dr. Roberto Suárez Candel
  • 23. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB More channels Interactivity Web based services DIGITALIZATION Mobile TV GO ONLINE radio Connected / Hybrid ENHANCEMENT OF IMAGE TECHNOLOGY Devices connectivity 3 High Dimensions Definition 21 Dr. Roberto Suárez Candel
  • 24. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB 1. Digitalization + Extension of the offer 2. Enhancement of image technology: HD / 3D 3. Evolution of online strategies: 6 waves  Web 1.0  Web 1.0 extended  Web 2.0  Mobile  Connected Television  Device Connectivity 22 Dr. Roberto Suárez Candel
  • 25. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Adaptation of PSB Challenges Opportunities Risks .REMITORGANIZATIONPERFORMANCE 23 Dr. Roberto Suárez Candel
  • 26. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Digitalization Challenges Opportunities Risks . • Justifying the legitimacy of public service • A better fulfilment of the public service • Loss of relevance and public support when confronted with the commercial remit by means of a more diverse, • Loss of political support, resulting inREMIT players’ provision capabilities. plural and socially representative offer. additional regulatory • Changes in regulation limitations, reduction in • budget, privatization, etc. Legitimacy and accountability issues due to conflicts with commercial players because of the extension of the offer.ORGANIZATION • Adaptation: • Reduction of production, distribution and • If a proper internal transformation is not > Production and distribution strategies operational costs. completed, efficiency and accountability > Professional routines issues might arise. • Operational efficiency > Internal structure • Without proper funding, the increase in the > Management culture offer and its quality cannot be ensured. • Technical adaptation of facilities • Funding needs to be ensured • Obtaining licenses • New channels, offer diversification and • If PSB does not extend its offer, including • Producing / acquiring the rights to new interactivity: new channels and interactive services, it contents. > Better catering to the needs of a will lose market visibility, relevance,PERFORMANCE • Producing / acquiring attractive, useful more complex society weight and share. and efficient interactive applications. > Implementation of Information • If PSB gets involved in too many • Maintaining quality, relevance and Society. activities without a proper budget distinctiveness in addition to market > Better value for money adjustment, quality and distinctiveness weight and visibility. > Improvement of social perception could worsen. • Programming strategies: Facing au- • Maximization of content exploitation • Market fragmentation results in revenues dience fragmentation and segmentation. • Increase in market weight and visibility and audience fragmentation as well. • Branding strategies • Technical issues: standards, equipment © Dr. Roberto Suárez Candel – Hans-Bredow-Institut for Media Research – PSB-Digital Project 24 Dr. Roberto Suárez Candel
  • 27. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Adaptation of PSB – High Definition Challenges Opportunities Risks . • Justifying the legitimacy of public • A better fulfilment of the public service • If HD is not implemented, the audience service when confronted with the remit by making technology innovation could have a negative perception. ThatREMIT commercial players’ provision available for citizens and democrati- might result in the loss of social capabilities. zing access. support. • Changes in regulation • Failing to fulfil innovation objectives. • Adaptation: • Equipment / facilities renewal • Cost of HD adaptation: equipment andORGANIZATION > Production and distribution strategies facilities. > Professional routines • Technical adaptation of facilities • Funding needs to be ensured • Producing HD contents./ acquiring • Providing high quality services and a • If PSB does not go HD:PERFORMANCE rights better viewing experience: > Loss of visibility / relevance / share. • Programming strategy > Improvement of social perception > Technical obsolescence > Maintenance / improvement of market • The higher cost of HD contents, rights • Technical issues: standards, visibility/share and transmission might have a negative equipment, spectrum management. > Better value for money impact on SD programming. © Dr. Roberto Suárez Candel – Hans-Bredow-Institut for Media Research – PSB-Digital Project 25 Dr. Roberto Suárez Candel
  • 28. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Adaptation of PSB – Online Strategies Challenges Opportunities Risks . • Justifying the legitimacy of public service • A better fulfilment of the public service remit • Legitimacy and market conflicts might lead when confronted with the commercial players’ by making technology innovation available to operational restrictions. provision capabilities. for citizens and democratizing access.REMIT • Failing to fulfil innovation objectives. • Changes in regulation • Extension of public service remit • Legitimation reinforcement • Accountability mechanismsORGANIZATION • Adaptation: • Without a proper internal adaptation, the new > Production and distribution strategies services might result in a non-affordable > Professional routines working/budget overload. > Internal structure • Budget cuts or limitations can result in a lack > Management culture of operational capacity and affect the quality • Technical adaptation of facilities of the provided services. • Funding needs to be ensured • Producing / acquiring the rights to contents • Providing new added value: interactivity, • Not assuming that PSB cannot do everything and services. participation, personalization, on-demand, would result in an oversized offer that couldPERFORMANCE • 360º strategies + device connectivity mobility, geolocalization, indexation, social- led to budget, quality and accountability • Understanding new consumption networking, etc. issues. patterns/tendencies: audience fragmentation • An excess of services does not necessarily > Better value for money and segmentation. result in added value but can create > Intensification of use confusion. • Technical issues: standards, interoperability, bandwidth/data > Improvement of social perception • Cost of online data transfer transfer management. > Maintenance / improvement of market • Without online services, PSB will lose visibility • New market operational logics. visibility/share and relevance. • Offer branding, coherence and usability. > New relationships with the public © Dr. Roberto Suárez Candel – Hans-Bredow-Institut for Media Research – PSB-Digital Project Dr. Roberto Suárez Candel
  • 29. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB High Digitalization Definition Online Strategies Model of Challenges, Opportunities and Risks for Public Service in the Multiplatform Scenario 27 Dr. Roberto Suárez Candel
  • 30. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB Interviews with Public Service managers Model of Challenges, Opportunities and Risks for Public Service in the Multiplatform Scenario 28 Dr. Roberto Suárez Candel
  • 31. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Definition & Remit Redefinition is not a welcome issue. New accountability mechanisms are seen as a threat for autonomy an innovation. Technical innovation is perceived as a necessary tool for a better fulfilling of the remit. Service extension as a survival/legitimation argument. Branding vs public communication. 29 Dr. Roberto Suárez Candel
  • 32. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Internal Organization Changing working procedures and professional routines is the most difficult challenge. Cooperation instead of internal competition. Need for simplification, avoiding redundancy. From a channel vertical structure to a task- divided horizontal organization. Need for a special unit/department that coordinates innovation and adaptation. 30 Dr. Roberto Suárez Candel
  • 33. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Internal Organization Improvement of managing culture is needed. Technical adaptation is a natural process and not an organizational/budget drama. Standardization is a key issue. Need to reconsider relationships with the market players, particularly manufacturers. Funding is a major risk. 31 Dr. Roberto Suárez Candel
  • 34. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Performance Having more distribution windows requires a better segmentation strategy and understanding the audience’s behavior. Thematization results in a better service. Maximization of content exploitation (+spin-offs) vs new productions. Creating complementarity and synergies between platforms / screens is a must  audience transfer. Multiplatform production is not a reality yet. 32 Dr. Roberto Suárez Candel
  • 35. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Performance HD is the future. The public value of 3D is not clear. ‘On-demand, anything, anywhere, anytime’ is coming, but lineal and scheduled is still there. Connected TV is a priority, incorporates the benefits of the online world  SMART TV Mobile access in an extension that intensifies/complements consumption. 33 Dr. Roberto Suárez Candel
  • 36. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAdaptation of PSB – Performance Social Networks are attractive and could be useful, but they also have risks. Companion devices will have a crucial role to catch the attention of the user and to transfer /retain them to/at the main screen. The integrity of the screen in a major risk. Innovation is necessary, but there is no need to rush. Quality (content/service) is the priority. 34 Dr. Roberto Suárez Candel
  • 37. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and Risks Multiplatform Public Service? A public policy tool to ensure digital welfare.Indepence Diversity Guidance Quality Social Representativeness Pluralism Autonomy Trust Universal Service Access 35 Dr. Roberto Suárez Candel
  • 38. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksAre Public Service Media still needed in the multiplatform scenario? What do WE want media for? How can WE achieve that? 36 Dr. Roberto Suárez Candel
  • 39. Public Service Media in the Multiplatform Scenario: Challenges, Opportunities and RisksThank you!