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Presentazione al convegno


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Presentazione al convegno

  1. 1. News channels in Italy Market overview and growth perspectives by Giovanni Gangemi Associate Director IsICult
  2. 2. The growth of multi–channel + 1.5 Source: IsICult analysis on Auditel/ Eurisko figures All-day ratings in Italy, 2001-2005 (in %) Satellite viewers, april 2006 (individuals) <ul><li>Rai and Mediaset continue to lose their audience </li></ul><ul><li>Other terrestrial TV channels are keeping steady </li></ul><ul><li>With the success of Sky Italia, sat TV increases 1.5 rating points in one year </li></ul><ul><li>Satellite is the main multi-channel platform, with over 21 million users </li></ul><ul><li>Sky Italia had nearly 3.8 million subscribers in July 2006 </li></ul>
  3. 3. News in the generalist channels <ul><li>Audience ratings of Italian news prove the success of TV information </li></ul><ul><li>In the evening edition, 60 % of the viewers on average watch one of the 3 news programmes at the 8pm slot </li></ul>+ 7,3 + 7,6 + 2,7 + 5,5 + 4,2 + 4,4 + 3,5 + 3,9 <ul><li>In the morning edition, 5 news are at least 2.5 rating points higher than channel’s average </li></ul>13:30 13:00 14:20 13:30 13:00 12:30 13:00 19:00 19:00 20:30 20:00 20:00 18:30 20:00 Morning edition’s news bulletins ratings 2004 /05 Evening edition’s news bulletins ratings 2004 / 05 <ul><li>The morning editions of Tg1 and Tg2 gain more than 7 rating points against the average in the same time slot </li></ul>Source: IsICult analysis on Auditeland Geca italia figures
  4. 4. + 36,4 % Average weekly audience, 2005–2006 (in .000 ) <ul><li>News channels are the second most watched genre in the satellite habitat </li></ul><ul><li>Average weekly audience increased 36.4 % in a year </li></ul><ul><li>Among News channels, current affairs channels registered an average weekly audience of 8.7 million; economic channels had 2.2 million </li></ul>Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded (*) waves: Feb – Apr 2005, Sep – Nov 2005, Feb – Apr 2006 Source: IsICult analysis Genres prerfomance on satellite channels
  5. 5. The offer of all-news channels in Italy Only 2 national generalist all-news channels Source: IsICult analysis <ul><li>14 info-channels </li></ul><ul><li>8 current affairs channels </li></ul><ul><li>5 national channels </li></ul><ul><li>2 current affairs national channels: Rai News 24 and Sky Tg24 </li></ul><ul><li>1 current affairs channel on Dtt: Rai News 24 </li></ul>Note: weather channels are excluded; only dvb-h offers are taken into account (Umts offers are then excluded)
  6. 6. Average weekly audience 2005 – 2006 * (in .000) Average daily audience, spring 2006 (in .000) Note: the figures refer only to the satellite habitat; other multi-channel platform, such as Dtt are excluded Source: IsICult analysis <ul><li>Sky Tg24 is the leader in the news segment </li></ul><ul><li>Weak position of the “economy” channels </li></ul><ul><li>Remarkable performance of Sky News and Eurosportnews </li></ul><ul><li>Strong performance of Sky Tg24, with an increase of 65 % in one year </li></ul><ul><li>The gap between Sky Tg24 and Rai News 24 increased throughout last year </li></ul>Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded (*) Spring 2005, Autumn 2005, Spring 2006 Source: IsICult analysis News channels prerfomance
  7. 7. Composition of all-news offer (1) <ul><li>Only one-third of the channels is Italian </li></ul><ul><li>Strong Usa presence, with 4 channels </li></ul>6 The place of origin of all news channels The genre of all-news Languages of all-news channels <ul><li>Nearly half channels are in foreign languages </li></ul>Source: IsICult analysis Source: IsICult analysis Source: IsICult analysis <ul><li>All-news channels have only 3 genres </li></ul><ul><li>Prevalence of current affairs channels </li></ul><ul><li>5 channels of ecomony </li></ul>
  8. 8. Composition of all-news offer (2 ) The channels’ genres according to place of origin The channels’ genres according to language Source: IsICult analysis Source: IsICult analysis <ul><li>Only 2 Italian current affairs channels against 5 foreign channels (Euronews included) </li></ul><ul><li>Only the sub-genre “Economy” is produced by Italian broadcasters </li></ul><ul><li>Stronger presence of English over Italian spoken channels </li></ul><ul><li>4 economic against 5 current affairs channels </li></ul>
  9. 9. The market leaders: Sky Tg24 Programming split per genre (in %) <ul><li>Launch: Aug. 2003 </li></ul><ul><li>Personnel: 300 (100 journalists) </li></ul><ul><li>Offices : </li></ul><ul><ul><li>9 national </li></ul></ul><ul><ul><li>6 international </li></ul></ul><ul><li>Budget: ~ 150 mln Euros * </li></ul><ul><li>Audience: 1,352,000 av. daily viewing </li></ul><ul><li>Production: 5,800 h/year </li></ul><ul><li>Interactive service “Sky Active”: 6 windows (current programme, main issues, weather, sports, show-biz ) </li></ul><ul><li>30’ news bulletins every 30’, 4 one-hour bulletins </li></ul><ul><li>Formats: Sky Tg pomeriggio , Miaeconomia , Capitani di impresa , (F.a.d.) Fashion, Art e Design , Controcorrente </li></ul><ul><li>Available in Dvb-h Mobile Tv mode (Tre and Tim) </li></ul>Source: IsICult analysis on Sky figures (*) IsICult estimates
  10. 10. The market leaders: RaiNews24 <ul><li>Production: around 3.800 h/year </li></ul><ul><li>Interactive services: on Dtt </li></ul><ul><li>Newsgathering based on Bbc model </li></ul><ul><li>Terrestrial window on Raitre every night (02:00-08:05) </li></ul><ul><li>15’ news bulletins every 30’ </li></ul><ul><li>30’ time-shifted edition of the evening terrestrial bulletins (19:30–21:00) </li></ul><ul><li>Format: Macrosfera , Next , Pianeta Economia, Superzap, Decoder , Atlante , Scirocco , Shownet </li></ul><ul><li>Launch: Apr. 1999 </li></ul><ul><li>Personnel: 135 </li></ul><ul><li>Offices: </li></ul><ul><ul><li>21 national </li></ul></ul><ul><ul><li>11 international </li></ul></ul><ul><li>Budget: 30 Mln. Euros </li></ul><ul><li>Audience: 726.000 av. daily viewing </li></ul>(*) IsICult Estimates Net average annual weekly reach (.000) Source: IsICult analysis on Rai figures
  11. 11. Comparison between the market leaders <ul><li>It is broadcasted on Dtt </li></ul><ul><li>Interactive services on Dtt </li></ul><ul><li>Strong sinergies with the 3 main terrestrial channels </li></ul><ul><li>+ </li></ul><ul><li>Main position in Sky’s channels list </li></ul><ul><li>Good trend of Sky brand </li></ul><ul><li>User friendly full screen format </li></ul><ul><li>- </li></ul><ul><li>Sophisticated multi-screen format </li></ul><ul><li>Very high-profile target </li></ul><ul><li>Weak identity and low appeal </li></ul>+ Average weekly viewing 2005-2006 * (in .000) Note: (*) Spring 2005, Autumn 2005, Spring 2006 Source: IsICult analysis <ul><li>- </li></ul><ul><li>It is not broadcasted on Dtt and Fastweb Iptv </li></ul><ul><li>Low experience </li></ul>
  12. 12. And now? / 1 <ul><li>Short Term: high competition on Dtt platform: </li></ul><ul><ul><li>Mediaset will launch news channel late this year on Dtt </li></ul></ul>Possible re-launch, re-branding of Rai News 24 Possible launch of Sky Tg 24 on Dtt platform (depending on the Antitrust barriers to Sky Italia)
  13. 13. And now ? / 2 <ul><li>Medium term: new entrants in the current affairs news market </li></ul><ul><li>Long term: new players on new genres: </li></ul><ul><li>Sport news channels </li></ul><ul><li>Webcasting / Unicasting </li></ul><ul><li>Web </li></ul><ul><li>Mobile (Umts) </li></ul><ul><li>Iptv </li></ul><ul><li>Sat </li></ul><ul><li>Dtt </li></ul>Broadcasting
  14. 14. About IsICult