2 de Março de 2011          A transição para a televisão                digital terrestre                           Experi...
Menu        1.The transition from analogue to          digital television in Europe - trends        2.Danish experience fr...
1. The transition from analogue to          digital television in Europe - trendsWednesday, March 2, 2011
1997                                  10Wednesday, March 2, 2011
1998                                  11Wednesday, March 2, 2011
1999                                  12Wednesday, March 2, 2011
2000                                  13Wednesday, March 2, 2011
2001                                  14Wednesday, March 2, 2011
2002                                  15Wednesday, March 2, 2011
2003                                  16Wednesday, March 2, 2011
2004                                  17Wednesday, March 2, 2011
2005                                  18Wednesday, March 2, 2011
2006                                  19Wednesday, March 2, 2011
2007                                  20Wednesday, March 2, 2011
2008                                  21Wednesday, March 2, 2011
2009                                  22Wednesday, March 2, 2011
2010                                  23Wednesday, March 2, 2011
Trends            A. Mainly step-by-step, region-by-region                                                       23Wednesd...
Trends                           B. “The Big Bang” strategy                             only in small countries           ...
Trends             C. Mobile TV has not been a “killer app”                   DVB-H and DMB-T lack a good business model  ...
2.  Danish experience with DTT             from 2006-2009 - lessons learnedWednesday, March 2, 2011
Denmark - basic stastistics   Denmark   • 5.5 million inhabitants   • 2.5 million households   • Small and flat   Televisio...
Analogue to digital in Denmark   April 2006   digital starts (1 mux)   28% - terrestrial TV for   main TV set   49% - terr...
Channels in Eastern Denmark                                                         24Wednesday, March 2, 2011
Channels in Eastern Denmark                                                         25Wednesday, March 2, 2011
Channels in Eastern Denmark                                                         26Wednesday, March 2, 2011
Channels in Eastern Denmark                                                         27Wednesday, March 2, 2011
“The Danes and the Digital TV Signal”                                                       28Wednesday, March 2, 2011
Terrestrial television in Denmark                          (main television set)                                          ...
The Danish campaign - who did it target?                                                      30Wednesday, March 2, 2011
From general awareness to                               vulnerable groups                 Sub-campaign 1   Sub-campaign 2 ...
Three campaign goals       1. Public awareness that analogue TV would be          switched off in October 2009       2. Pu...
The messages of the 4 sub-campaigns                 Sub-campaign 1   Sub-campaign 2   Sub-campaign 3    Sub-campaign 4    ...
Campaign identity and logo        • Need to find a name that was not too          complex: “the new TV signal”        • Ne...
Base line figures               (12 months before analogue shut-off)           Target audience    Question                ...
Digital terrestrial TV stakeholders            TV industry                             Government                         ...
Networking and awareness                   Central         Decentral      Distributed            Campaigns           Local...
Flyers to mobilise everyone                                                         38Wednesday, March 2, 2011
From the general to the specific                                                         39Wednesday, March 2, 2011
Consumer Electronics Industry                            including Retailers                                              ...
Also advertising the day after                                                            41Wednesday, March 2, 2011
Web site                             About 400,000 unique users                           Also moderated discussion forum ...
Call Center and Hotline                           15,000 calls, 6,500 before analogue shut-off                            ...
What did it all cost?        Budget item                                     % of       Cost                              ...
Results: DTT in Denmark and Sweden                           Aware of analogue Know whether they      Will be affected    ...
Results: DTT in Denmark &                switch to natural gas in Copenhagen                           Aware of analogue K...
General stages from awareness to action           100.0                                                     Buy digital   ...
3.           Digital TV and access services?Wednesday, March 2, 2011
UN Convention on the Rights and Dignity                  of Persons with Disabilities                Portugal ratified the...
Digital TV and e-inclusion        Open      subtitles                    Signing                                          ...
Digital TV and e-inclusion                         Awareness is not enough.                      Other KPIs are needed inc...
Digital TV and e-inclusion                 Digital Terrestrial Television              is one option for complying with   ...
Obrigado!                                       27Wednesday, March 2, 2011
Contact particulars        Peter Olaf Looms        DR, Danish Broadcasting Corporation        Strategy & Projects        D...
Uso actual de las frecuencias                                                      Dividendo digital                      ...
Los usos de las frecuencias                  al fenecer transmisiones analógicas                                       ?  ...
Los usos de las frecuencias                  al fenecer transmisiones analógicas                                       ?  ...
Los usos de las frecuencias              al fenecer las transmisiones analógicas                                          ...
Los usos de las frecuencias              al fenecer las transmisiones analógicas                                          ...
Los usos de las frecuencias              al fenecer las transmisiones analógicas                                          ...
Los usos de las frecuencias              al fenecer las transmisiones analógicas                                          ...
Los usos de las frecuencias              al fenecer las transmisiones analógicas                                          ...
Los usos de las frecuencias             al fenecer las transmisiones analógicas                      Escenarios en Inglate...
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Adopt dtv looms-aso-dso_portugal_mar2011

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Relatório do projecto de investigação ADOPT-DTV

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Adopt dtv looms-aso-dso_portugal_mar2011

  1. 1. 2 de Março de 2011 A transição para a televisão digital terrestre Experiências de Dinamarca Peter Olaf LoomsWednesday, March 2, 2011
  2. 2. Menu 1.The transition from analogue to digital television in Europe - trends 2.Danish experience from 2006-2009 - lessons learned 3.Digital TV and access services? 2Wednesday, March 2, 2011
  3. 3. 1. The transition from analogue to digital television in Europe - trendsWednesday, March 2, 2011
  4. 4. 1997 10Wednesday, March 2, 2011
  5. 5. 1998 11Wednesday, March 2, 2011
  6. 6. 1999 12Wednesday, March 2, 2011
  7. 7. 2000 13Wednesday, March 2, 2011
  8. 8. 2001 14Wednesday, March 2, 2011
  9. 9. 2002 15Wednesday, March 2, 2011
  10. 10. 2003 16Wednesday, March 2, 2011
  11. 11. 2004 17Wednesday, March 2, 2011
  12. 12. 2005 18Wednesday, March 2, 2011
  13. 13. 2006 19Wednesday, March 2, 2011
  14. 14. 2007 20Wednesday, March 2, 2011
  15. 15. 2008 21Wednesday, March 2, 2011
  16. 16. 2009 22Wednesday, March 2, 2011
  17. 17. 2010 23Wednesday, March 2, 2011
  18. 18. Trends A. Mainly step-by-step, region-by-region 23Wednesday, March 2, 2011
  19. 19. Trends B. “The Big Bang” strategy only in small countries 23Wednesday, March 2, 2011
  20. 20. Trends C. Mobile TV has not been a “killer app” DVB-H and DMB-T lack a good business model 23Wednesday, March 2, 2011
  21. 21. 2. Danish experience with DTT from 2006-2009 - lessons learnedWednesday, March 2, 2011
  22. 22. Denmark - basic stastistics Denmark • 5.5 million inhabitants • 2.5 million households • Small and flat Television consumption • Just over 3 hours a day and growing • Digital cable and digital satellite (pay TV) have 80% of market • Terrestrial about 20% • IPTV still insignificant 22Wednesday, March 2, 2011
  23. 23. Analogue to digital in Denmark April 2006 digital starts (1 mux) 28% - terrestrial TV for main TV set 49% - terrestrial TV for 1st or following sets October 31 2009 analogue shut-off “big bang” National, regional and local TV channels Also overspil from Norway, Sweden and Germany 23Wednesday, March 2, 2011
  24. 24. Channels in Eastern Denmark 24Wednesday, March 2, 2011
  25. 25. Channels in Eastern Denmark 25Wednesday, March 2, 2011
  26. 26. Channels in Eastern Denmark 26Wednesday, March 2, 2011
  27. 27. Channels in Eastern Denmark 27Wednesday, March 2, 2011
  28. 28. “The Danes and the Digital TV Signal” 28Wednesday, March 2, 2011
  29. 29. Terrestrial television in Denmark (main television set) 29Wednesday, March 2, 2011
  30. 30. The Danish campaign - who did it target? 30Wednesday, March 2, 2011
  31. 31. From general awareness to vulnerable groups Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4 Everyone Vulnerable groups 31Wednesday, March 2, 2011
  32. 32. Three campaign goals 1. Public awareness that analogue TV would be switched off in October 2009 2. Public awareness of whether they personally would be affected by analogue shut-off 3. If affected, to be able to acquire the necessary equipment in order to receive the new digital signal. 32Wednesday, March 2, 2011
  33. 33. The messages of the 4 sub-campaigns Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4 Awareness Information Call to Action Call to Action Analogue TV Do you risk You can get Do you risk is going to not being help about not being be switched able to the new able to Everyone off watch digital TV watch television? signal here. television from Sunday onwards? 33Wednesday, March 2, 2011
  34. 34. Campaign identity and logo • Need to find a name that was not too complex: “the new TV signal” • Need to choose logo colours that were neutral (i.e. neither national colours nor those used by existing players in the television market) • This left lime green, lilac and white: 34Wednesday, March 2, 2011
  35. 35. Base line figures (12 months before analogue shut-off) Target audience Question Situation as of (KPI, Key October 2008 Performance (i.e. ASO minus Indicators) 12 months) Whole population A. have you heard 61% that the analogue TV signal will be switched off on October 31 2009? Whole population B. Do you know 36% whether the main TV in your home will be affected by analogue switch-off? Households C. Is your home ready N.A. expected to be for the digital TV signal? affected (49%) 35Wednesday, March 2, 2011
  36. 36. Digital terrestrial TV stakeholders TV industry Government bodies Consumer Municipalities Electronics and NGOs Manufacturers and Retailers 36Wednesday, March 2, 2011
  37. 37. Networking and awareness Central Decentral Distributed Campaigns Local information Family/Friends Volunteers 37Wednesday, March 2, 2011
  38. 38. Flyers to mobilise everyone 38Wednesday, March 2, 2011
  39. 39. From the general to the specific 39Wednesday, March 2, 2011
  40. 40. Consumer Electronics Industry including Retailers 40Wednesday, March 2, 2011
  41. 41. Also advertising the day after 41Wednesday, March 2, 2011
  42. 42. Web site About 400,000 unique users Also moderated discussion forum 42Wednesday, March 2, 2011
  43. 43. Call Center and Hotline 15,000 calls, 6,500 before analogue shut-off (less than anticipated) 43Wednesday, March 2, 2011
  44. 44. What did it all cost? Budget item % of Cost total (Euros) Secretariat, campaign management and admin 5.4% 303,420 Analysis and strategic planning 1.6% 87,500 Call centre and hotline (outsourced) 2.0% 115,084 Concept development 4.3% 240,667 Graphic implementation 1.4% 78,467 Project and production management 1.4% 79,007 Production 10.1% 570,598 Advertising 37.1% 2,085,996 Printing of brochures 3.5% 195,757 Logistics, distribution and postage 2.3% 126,580 Network communication 5.9% 329,733 Public Relations 3.4% 192,000 Audience research 2.5% 138,814 Consortium buffer 3.1% 173,333 Contract buffer 16.1% 905,168 Total outlays 100.0% 5,622,123 44Wednesday, March 2, 2011
  45. 45. Results: DTT in Denmark and Sweden Aware of analogue Know whether they Will be affected switch-off will be affected by but ready for digital analogue switch-off switch-over (all households) (all households) 49% of households) Denmark 17 months Sweden 1Wednesday, March 2, 2011
  46. 46. Results: DTT in Denmark & switch to natural gas in Copenhagen Aware of analogue Know whether they Will be affected switch-off will be affected by but ready for digital analogue switch-off switch-over (all households) (all households) 49% of households) Switch to natural gas 2Wednesday, March 2, 2011
  47. 47. General stages from awareness to action 100.0 Buy digital equipment 75.0 Check equipment 50.0 Networking 25.0 Awareness 0 - 12 months - 9 months - 6 months - 3 months ASO 47Wednesday, March 2, 2011
  48. 48. 3. Digital TV and access services?Wednesday, March 2, 2011
  49. 49. UN Convention on the Rights and Dignity of Persons with Disabilities Portugal ratified the convention and the protocol 23-9-2009 49Wednesday, March 2, 2011
  50. 50. Digital TV and e-inclusion Open subtitles Signing Audio description Audio subtitles Live subtitles Spoken EPG 50Wednesday, March 2, 2011
  51. 51. Digital TV and e-inclusion Awareness is not enough. Other KPIs are needed including Use and Satisfaction Access Services Aware of existence New user of service Satisfied user 51Wednesday, March 2, 2011
  52. 52. Digital TV and e-inclusion Digital Terrestrial Television is one option for complying with the UN Convention and the EU Audiovisual Media Services Directive Access Services 52Wednesday, March 2, 2011
  53. 53. Obrigado! 27Wednesday, March 2, 2011
  54. 54. Contact particulars Peter Olaf Looms DR, Danish Broadcasting Corporation Strategy & Projects DR-Byen Emil Holms Kanal 20 DK-0999 Copenhagen C DENMARK E: polooms@gmail.com M: +45 51 56 75 46 28Wednesday, March 2, 2011
  55. 55. Uso actual de las frecuencias Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquicia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 1Wednesday, March 2, 2011
  56. 56. Los usos de las frecuencias al fenecer transmisiones analógicas ? Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquicia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 2Wednesday, March 2, 2011
  57. 57. Los usos de las frecuencias al fenecer transmisiones analógicas ? Dividendo digital TDT (antes de terminar emisiones analó Aeronáutico/marítimo Franquisia Defensa Servicios de emergencia Fines científicos Radio digital Móvil público PBR, otros Source: OFCOM, UK December 2006 3Wednesday, March 2, 2011
  58. 58. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 4Wednesday, March 2, 2011
  59. 59. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 5Wednesday, March 2, 2011
  60. 60. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 6Wednesday, March 2, 2011
  61. 61. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? Digital dividend DTT (after ASO) Aeronautical/maritime Acceso móvil a Licence exempt banda ancha Defence Emergency services (WiMax)? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 7Wednesday, March 2, 2011
  62. 62. Los usos de las frecuencias al fenecer las transmisiones analógicas Más canales? Mejor imagen y calidad de sonido? TV móvil? More Channels Better quality Mobile TV Acceso móvil a MBA/WiMAX banda ancha DTT (after ASO) Aeronautical/maritime (WiMax)? Licence exempt Defence Emergency services Qué balance? Science Digital radio Public mobile PBR, other Source: OFCOM, UK December 2006 8Wednesday, March 2, 2011
  63. 63. Los usos de las frecuencias al fenecer las transmisiones analógicas Escenarios en Inglaterra 9Wednesday, March 2, 2011

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