THE NEW WAY TO THINK TELEVISION  ON THE WEB  Giovanni Toletti 19TH JUNE 2009
Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy <...
The Digital Television <ul><li>All the televisions – to the final consumer – empowered by  digital technologies , regardle...
The Digital Television <ul><li>… .   to no “compare apples with pears”… we clustered the platforms into three  macro-class...
Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy <...
Objectives <ul><li>Describes the offerings (in Italy)  </li></ul><ul><li>I dentify the main business models and the strate...
Methodology <ul><li>Methodology </li></ul><ul><li>Case Study ( 26 companies operating at different stages of the new digit...
Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy <...
The Web-TV offerings in Italy: Channels and Operators <ul><li>A census was performed on over 1000 channels distributed by ...
The Web-TV offerings in Italy: the turnover of the “med-high dignity”channels  <ul><li>If we consider just the “medium-hig...
The Web-TV offerings in Italy: the different typologies of “med-high dignity” channels 19 th June 2009 The new way to thin...
Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy <...
Web-TV: The Business Models  19 th June 2009 The new way to think  television on the Web <ul><li>B2c Advertising Based Mod...
Web-TV: The Business Models 19 th June 2009 The new way to think  television on the Web
Web-Tv: The Strategies 19 th June 2009 The new way to think  television on the Web
Web-Tv: The Pure Strategy 19 th June 2009 The new way to think  television on the Web <ul><ul><li>Editorial On demand chan...
Web-Tv: The Portfolio Strategy 19 th June 2009 The new way to think  television on the Web <ul><ul><li>Especially On deman...
Web-Tv: The Pure Strategy 19 th June 2009 The new way to think  television on the Web <ul><ul><li>Video and TV offer is an...
Web-Tv: The Multichannel Startegy 19 th June 2009 The new way to think  television on the Web <ul><ul><li>Transposed chann...
Web-Tv: The Portfolio Strategy 19 th June 2009 The new way to think  television on the Web <ul><ul><li>Activation and/or c...
A Case Study: MSN <ul><li>MSN:  Available in 42 markets and 21 languages, is the world leader in professional, quality, co...
A Case Study: RAI <ul><li>RAI: the presence on the web is made by  Rai.tv (present even on YouTube) and Raiclicktv.it (til...
A Case Study: RCS  19 th June 2009 The new way to think  television on the Web Corriere Tv and Gazzetta Tv: video contents...
A Case Study: YouTube 19 th June 2009 The new way to think  television on the Web YouTube:  it is a generalist and vertica...
Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy <...
Conclusion: current trends and Future Scenarios (1/2) <ul><li>Web-TV is not a “stand-alone” platform </li></ul><ul><li>Web...
Conclusion: current trends and Future Scenarios (2/2) <ul><li>The web is a laboratory of innovation. The main dimensions a...
Web-TV: Open question <ul><li>Does the Tv/video offer play any role in moving the advertising budget from traditional to t...
THE NEW WAY TO THINK TELEVISION  ON THE WEB  Giovanni Toletti 19TH JUNE 2009
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THE NEW WAY TO THINK TELEVISION ON THE WEB - Digibiz'09

  1. 1. THE NEW WAY TO THINK TELEVISION ON THE WEB Giovanni Toletti 19TH JUNE 2009
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy </li></ul><ul><li>The Business Models and the Strategies </li></ul><ul><ul><li>The business Models </li></ul></ul><ul><ul><li>The Strategies </li></ul></ul><ul><ul><li>The Case studies </li></ul></ul><ul><li>Conclusion: current trends and Future Scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  3. 3. The Digital Television <ul><li>All the televisions – to the final consumer – empowered by digital technologies , regardless of the format and the use mode . </li></ul><ul><li>Six digital platform can be identified on digital networks: </li></ul><ul><li>SAT Tv </li></ul><ul><li>DTT </li></ul><ul><li>IpTV </li></ul><ul><li>Web TV </li></ul><ul><li>Mobile TV on DVB-H network </li></ul><ul><li>Mobile TV on cellular network </li></ul><ul><li>... </li></ul>19 th June 2009 The new way to think television on the Web
  4. 4. The Digital Television <ul><li>… . to no “compare apples with pears”… we clustered the platforms into three macro-classes of “television” : </li></ul><ul><li>Sofa-Tv : including all digital television typically watched through the “standard” Tv set </li></ul><ul><li>Desktop-Tv : including all the video channels available through the Web </li></ul><ul><li>Hand-Tv : including all the TV and video offerings available on the Mobile platform, based both on DVB-H networks and cellular networks </li></ul>19 th June 2009 The new way to think television on the Web
  5. 5. Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy </li></ul><ul><li>The Business Models and the Strategies </li></ul><ul><ul><li>The business Models </li></ul></ul><ul><ul><li>The Strategies </li></ul></ul><ul><ul><li>The Case studies </li></ul></ul><ul><li>Conclusion: current trends and Future Scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  6. 6. Objectives <ul><li>Describes the offerings (in Italy) </li></ul><ul><li>I dentify the main business models and the strategies adopted by the players </li></ul><ul><li>Identify trends and future scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  7. 7. Methodology <ul><li>Methodology </li></ul><ul><li>Case Study ( 26 companies operating at different stages of the new digital television value chain and possessing different characteristics - size, revenue, business model.) </li></ul><ul><li>Survey involving over 200 operators </li></ul><ul><li>Census of all the channels provided via Web in Italy </li></ul><ul><li>Framework </li></ul><ul><li>Overall company strategy (e.g. television platforms portfolio, launch of new platforms); </li></ul><ul><li>Value chain analysis (e.g. make or buy decision, partnership relations); </li></ul><ul><li>Organizational structure (e.g. number, roles and structure of the people involved in the Desktop-TV organizational functions); </li></ul><ul><li>Television offerings </li></ul>19 th June 2009 The new way to think television on the Web
  8. 8. Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy </li></ul><ul><li>The Business Models and the Strategies </li></ul><ul><ul><li>The business Models </li></ul></ul><ul><ul><li>The Strategies </li></ul></ul><ul><ul><li>The Case studies </li></ul></ul><ul><li>Conclusion: current trends and Future Scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  9. 9. The Web-TV offerings in Italy: Channels and Operators <ul><li>A census was performed on over 1000 channels distributed by over 500 different operators. Compared with 2007 there is a growth respectively of </li></ul><ul><li>24% and 17%. </li></ul>19 th June 2009 The new way to think television on the Web 2007 2008 500 300 100 0 600 400 200 1000 600 200 0 1200 800 400 435 509 812 1007 2008 2007 Channels Operators +24% +17%
  10. 10. The Web-TV offerings in Italy: the turnover of the “med-high dignity”channels <ul><li>If we consider just the “medium-high dignity” channels we observe a growth respectively of 33% and 13% </li></ul>19 th June 2009 The new way to think television on the Web 2007 2008 250 150 50 0 400 200 100 600 400 200 0 700 500 300 2008 2007 419 419 57 214 100 40 81 283 283 350 300 +33% +13% Channels Operators Dead New Already present Dead New Already present
  11. 11. The Web-TV offerings in Italy: the different typologies of “med-high dignity” channels 19 th June 2009 The new way to think television on the Web 90% 70% 50% 0 100% 80% 60% 40% 20% 30% 10% 2007 sample: 476 Channels 2008 sample: 633 Channels 27% 5% 58% 9% 63% 36% 20% 7% 64% 9% 29% 71% Native UGC Transposed Publisher On demand: Linear programmed:
  12. 12. Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy </li></ul><ul><li>The Business Models and the Strategies </li></ul><ul><ul><li>The business Models </li></ul></ul><ul><ul><li>The Strategies </li></ul></ul><ul><ul><li>The Case studies </li></ul></ul><ul><li>Conclusion: current trends and Future Scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  13. 13. Web-TV: The Business Models 19 th June 2009 The new way to think television on the Web <ul><li>B2c Advertising Based Model </li></ul><ul><li>Outside Video/Stream: Banner </li></ul><ul><li>Inside Video/Stream: pre-roll </li></ul><ul><li>Overlay </li></ul><ul><li>Ad founded content </li></ul><ul><li>B2c Premium Model </li></ul><ul><li>Subscription </li></ul><ul><li>Pay per view </li></ul><ul><li>CRM based Model </li></ul><ul><li>Video and TV as a communication media or as a tool for managing the relationship with the customers / citizens </li></ul><ul><li>B2b Model </li></ul><ul><li>Service, Platform and Content Providers for Business entities </li></ul>
  14. 14. Web-TV: The Business Models 19 th June 2009 The new way to think television on the Web
  15. 15. Web-Tv: The Strategies 19 th June 2009 The new way to think television on the Web
  16. 16. Web-Tv: The Pure Strategy 19 th June 2009 The new way to think television on the Web <ul><ul><li>Editorial On demand channels </li></ul></ul><ul><ul><li>UGC On demand channels </li></ul></ul><ul><ul><li>Native linear (flow) channels </li></ul></ul><ul><ul><li>Business model is based on advertising. That is not so profitable. For this reason, many companies are gearing their strategies toward B2b model as well </li></ul></ul>
  17. 17. Web-Tv: The Portfolio Strategy 19 th June 2009 The new way to think television on the Web <ul><ul><li>Especially On demand editorial channels </li></ul></ul><ul><ul><li>The strategy is mainly oriented toward increasing the overall portfolio of the offer </li></ul></ul><ul><ul><li>Thanks to the “embedded” feature is able to easily position videos within different sections </li></ul></ul><ul><ul><li>It is less significant to isolate the video offer from overall offer </li></ul></ul><ul><ul><li>Business model based mainly on advertising, even if some Web Publishers with premium channels also play a part, clearly prevail </li></ul></ul>
  18. 18. Web-Tv: The Pure Strategy 19 th June 2009 The new way to think television on the Web <ul><ul><li>Video and TV offer is an extension of the portfolio offer and help to attract people to the Website </li></ul></ul><ul><ul><li>Business model based mainly on advertising and few isolated cases of premium channels </li></ul></ul>
  19. 19. Web-Tv: The Multichannel Startegy 19 th June 2009 The new way to think television on the Web <ul><ul><li>Transposed channels (usually with limited investment and managerial efforts), sometimes innovative </li></ul></ul><ul><ul><li>Editorial On demand channels (innovative for both the interface and the content/format) </li></ul></ul><ul><ul><li>Indication of a growing attention towards the specificity of the Web-TV and the capabilities of the web </li></ul></ul><ul><ul><li>Different Business models based on: advertising and pay contents </li></ul></ul>
  20. 20. Web-Tv: The Portfolio Strategy 19 th June 2009 The new way to think television on the Web <ul><ul><li>Activation and/or consolidation of the client relationship </li></ul></ul><ul><ul><li>Affirmation of the brand </li></ul></ul><ul><ul><li>Particularly enterprising were the companies (automotive) and soccer teams. </li></ul></ul>
  21. 21. A Case Study: MSN <ul><li>MSN: Available in 42 markets and 21 languages, is the world leader in professional, quality, consumer content offer and online advertising opportunities for companies </li></ul><ul><li>Messanger Tv: rich archive of films and channels; t he integration realized among the video sections and the application of instant messaging </li></ul><ul><li>Business Model: advertising based model ( innovative formula of “timed advertising”, based on the time the user spends to watch the video) </li></ul>19 th June 2009 The new way to think television on the Web
  22. 22. A Case Study: RAI <ul><li>RAI: the presence on the web is made by Rai.tv (present even on YouTube) and Raiclicktv.it (till the start of 2009) </li></ul><ul><li>RAI Tv: It presents a well-maintained graphic interface and one that proposes access to the various sections of the offer; downloadable audio and video contents (podcast e vodcast); the thematic areas with content selections viewable On demand in streaming with pre-established content playlists </li></ul>19 th June 2009 The new way to think television on the Web Business Model: advertising based model ( innovative format: from pre-roll to co-marketing in which the commercial partner is given the ability to actively play a part in determining content)
  23. 23. A Case Study: RCS 19 th June 2009 The new way to think television on the Web Corriere Tv and Gazzetta Tv: video contents are produced entirely in collaboration with the newsroom of the two newspapers. The internal production is a courageous choice opted by the publisher to guarantee flexibility and full control of the content quality. Business Model: advertising based model ( pre-roll and banner) RCS: the company is dedicated to the management and development of the RCS Daily activities on digital media (www.corriere.it and Thematic Channels, www.gazzetta.it, Corriere Tv e GazzettaTv, Classified Offers Trovolavoro.it, TrovoCasa.it, Automobili.com, Mobile and Gaming)
  24. 24. A Case Study: YouTube 19 th June 2009 The new way to think television on the Web YouTube: it is a generalist and vertical video sharing portal that allows all users to view its contents, have interaction with other users and above all, upload of their own UCG videos. Business Model (Italian Portal): is based on the sale of Home page space, on the presence of certain sponsored links (through Google Ads) and on banners.
  25. 25. Agenda <ul><li>Introduction </li></ul><ul><li>Objectives and Methodology </li></ul><ul><li>The Web-Tv offerings in Italy </li></ul><ul><li>The Business Models and the Strategies </li></ul><ul><ul><li>The business Models </li></ul></ul><ul><ul><li>The Strategies </li></ul></ul><ul><ul><li>The Case studies </li></ul></ul><ul><li>Conclusion: current trends and Future Scenarios </li></ul>19 th June 2009 The new way to think television on the Web
  26. 26. Conclusion: current trends and Future Scenarios (1/2) <ul><li>Web-TV is not a “stand-alone” platform </li></ul><ul><li>Web TV is not to be considered a specific market, bu t It is a part of the offer </li></ul><ul><li>That means… </li></ul><ul><li>less room for “pure” operators </li></ul><ul><li>more room for publishers, who will be able to consider the Video/TV offer on the Web in their overall strategy </li></ul><ul><li>great opportunities for companies and PA to use video to enhance communication with their users / customers </li></ul>19 th June 2009 The new way to think television on the Web
  27. 27. Conclusion: current trends and Future Scenarios (2/2) <ul><li>The web is a laboratory of innovation. The main dimensions are: </li></ul><ul><li>Ways of structuring and articulating Video contents (format/programming) </li></ul><ul><li>Breadth and depth of offer </li></ul><ul><li>Editorial plan / content organization </li></ul><ul><li>Timeliness in delivering broadcast content </li></ul><ul><li>… </li></ul><ul><li>Ways of producing and programming contents </li></ul><ul><li>Any User </li></ul><ul><li>Selected User </li></ul><ul><li>Semiprofessional Producers </li></ul><ul><li>Ways of using Content and User Interface </li></ul><ul><li>Hybrid flow / on-demand model (PVR extended functionality compared to traditional platform) </li></ul><ul><li>Create Playlist </li></ul><ul><li>Interaction with feedback </li></ul><ul><li>Updated through RSS Feed </li></ul>19 th June 2009 The new way to think television on the Web
  28. 28. Web-TV: Open question <ul><li>Does the Tv/video offer play any role in moving the advertising budget from traditional to the online media? </li></ul><ul><li>The audience of the Web-Tv begins to be interesting, but… </li></ul><ul><li>… the market is still at the embryonic stage </li></ul><ul><li>Among the factors that affect the length of the curve of turnover there are: </li></ul><ul><li>Infrastructure evolution (wide spread of Broadband) </li></ul><ul><li>The quality of the content, not only from the user side, but also from the advertising side </li></ul><ul><li>The growth of the sensibility for the online channel of the companies in term of advertising </li></ul>19 th June 2009 The new way to think television on the Web Audience Turnover Today Time Audience Turnover
  29. 29. THE NEW WAY TO THINK TELEVISION ON THE WEB Giovanni Toletti 19TH JUNE 2009

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