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Innovation Strategies for an International Broadcaster


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European Journalism Centre : Innovation Journalism: Detecting Weak Signals

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Innovation Strategies for an International Broadcaster

  1. 1. AMSU Maastricht, July 2007
  2. 2. INDEX <ul><li>DW – Mission & Media </li></ul><ul><li>Media Trends & Challenges </li></ul><ul><li>Innovation in progress - From Broadcaster to Content Provider </li></ul><ul><li>Innovation projects - Greatest Hits and Misses </li></ul>
  3. 3. DEUTSCHE WELLE 1,500 Employees from over 60 nations.
  4. 4. DEUTSCHE WELLE Programme, content and services in 30 languages . DW-TV DW-RADIO DW-WORLD.DE DW-AKADEMIE
  5. 5. MISSION STATEMENT We communicate German points of view as well as other perspectives. We promote intercultural dialogue and work to further international understanding and tolerance.
  6. 6. MISSION STATEMENT We communicate the values of free democracy and support human rights. We report independently, comprehensively, truthfully and on a pluralistic basis.
  7. 7. INDEX <ul><li>DW – Mission & Media </li></ul><ul><li>Media Trends & Challenges </li></ul><ul><li>Innovation in progress - From Broadcaster to Content Provider </li></ul><ul><li>Innovation projects - Greatest Hits and Misses </li></ul>
  8. 8. Market Trends – Citizen Media – Blogs, Web 2.0 …
  9. 9. „ The oscar of blogs“ El Pais
  10. 10. <ul><li>90% of Top 20 Most Watched Videos on Youtube from „Users“ </li></ul>Market Trends – Citizen Media/Video Portals
  11. 11. DVB-H trials in Europe 2006 <ul><li>Helsinki trial </li></ul><ul><ul><li>Nov 04 – ca. Apr 05 </li></ul></ul><ul><ul><li>500 pre-commercial users </li></ul></ul><ul><ul><li>Mobile TV </li></ul></ul><ul><ul><li>Nokia, Digita, MTV (Finnish TV, not Music TV), Nelonen, Radiolinja, TeliaSonera Finland und YLE </li></ul></ul><ul><li>UK trials </li></ul><ul><ul><li>O2 & Aquiva </li></ul></ul><ul><li>Italy commercial launch </li></ul><ul><ul><li>05/2006: H3G/RRD </li></ul></ul><ul><ul><li>09/2007: Mediaset/TIM/VF-IT </li></ul></ul><ul><li>France trials </li></ul><ul><ul><li>Towercast, Nokia </li></ul></ul><ul><ul><li>Bouygues, Orange, SFR </li></ul></ul><ul><li>Belgium trial </li></ul><ul><ul><li>Proximus </li></ul></ul><ul><li>German bmco trial 2004, MMD trial 2004 </li></ul><ul><ul><li>Vodafone DE, Nokia, Philips, Universal </li></ul></ul><ul><li>Pre-commercial multi-MNO 2006 trials Berlin, Hamburg Munich, Hannover </li></ul><ul><ul><li>T-Systems and all 4 MNOs </li></ul></ul><ul><li>NL trial </li></ul><ul><ul><li>KPN, Digitenne, TNO, Nozema </li></ul></ul><ul><ul><li>250 users </li></ul></ul><ul><li>Czech trial </li></ul><ul><ul><li>Prague </li></ul></ul><ul><ul><li>T-Mobile </li></ul></ul><ul><li>Spain trials </li></ul><ul><ul><li>Telefonica, Abertis & Nokia: Madrid & Barcelona, 500 users </li></ul></ul><ul><ul><li>VF: Valencia & Sevilla </li></ul></ul><ul><li>Switzerland (DVB-H) </li></ul><ul><ul><li>Swisscom </li></ul></ul><ul><ul><li>Berne trial Jan/Jul 2005 </li></ul></ul><ul><li>Ireland trial </li></ul><ul><ul><li>Dublin </li></ul></ul><ul><ul><li>Nokia, RTE </li></ul></ul><ul><li>Trial 2006, commercial launch Q1/2007 </li></ul><ul><li>Pot. Launch 2007 </li></ul><ul><li>Pot. Launch 2007 </li></ul><ul><li>License issued (to KPN), launch 2007? </li></ul><ul><li>License issued, launch 2006 </li></ul><ul><li>2 free MUXes </li></ul><ul><li>Austrian trials </li></ul><ul><ul><li>Mobilkom heavily working on DVB-H </li></ul></ul>VF.DE: MNO Consortium building VF.IT: Comm launch 09/2006 VF.ES: running trial SFR: running trial Swisscom: running trial VF-UK: discussing L-Band
  12. 12. Market Trends – Mobile Web ‚ 3‘ selling „Access only“ packages More WiFi enabled phones
  13. 13. Market Trends – Video Portals –
  14. 14. Market Trends – Search & Visualisation Do homework on Search Engine Optimization and: – think Netvibes, think iTunes, social bookmarking …
  15. 15. Market Trends – Search & Visualisation
  16. 16. Market Trends – Search & Visualisation Newsmap
  17. 17. Market Trends – Search and Visualisation
  18. 18. EMM European Media Monitor EMM NewsBrief
  19. 19. Market Trends - Summary <ul><li>Vast choice, time-independent media consumption - On Demand </li></ul><ul><li>Individual selection of programme – Personalisation </li></ul><ul><li>Location-independent media usage – Mobility </li></ul><ul><li>Content aggregation re-defined </li></ul>
  20. 20. INDEX <ul><li>DW – Mission & Media </li></ul><ul><li>Media Trends & Challenges </li></ul><ul><li>Innovation in progress - From Broadcaster to Content Provider </li></ul><ul><li>Innovation projects - Greatest Hits and Misses </li></ul>
  21. 21. Main Challenges <ul><li>CHANGING MEDIA MARKETS </li></ul><ul><li>convergence of tv, radio and internet is growing fast </li></ul><ul><li>traditional media is complemented by digital media services </li></ul><ul><li>individual media usage is on the rise – personalized content </li></ul>
  22. 22. Main challenges – international broadcaster perspective <ul><li>increase of international broadcasters and </li></ul><ul><li>content-providers </li></ul><ul><li>rapid increase of internet usage </li></ul><ul><li>larger variety of media offerings – need for local focus </li></ul>
  23. 23. <ul><li>DW-RADIO, DW-TV & DW-WORLD.DE. </li></ul><ul><li>Early 90‘s </li></ul><ul><li>Limited devices in quantity and features. </li></ul><ul><li>Limited distribution and transmission channels. </li></ul>50‘s 90‘s
  24. 24. <ul><li>DW-RADIO, DW-TV & DW-WORLD.DE. </li></ul><ul><li>2000 – today: </li></ul><ul><li>More devices with more features. </li></ul><ul><li>New distribution and transmission channels. </li></ul><ul><li>Content for various platforms. </li></ul>
  25. 25. Changing Media Consumption
  26. 26. <ul><li>Definition of the „right“ content and the „right“ medium for the „right“ target groups </li></ul><ul><li>30 languages but more than 30 media markets </li></ul><ul><li>Distribution is analogue and/or digital </li></ul><ul><li>DW-RADIO, DW-WORLD.DE and DW-TV are complementary </li></ul><ul><li>Not all media services for all target markets </li></ul>DW‘s Strategy: Key Issues
  27. 27. DEUTSCHE WELLE Strategy <ul><li>DEUTSCHE WELLE Distribution re-loaded: </li></ul>New Media Transmission International Press and Promotion Sales Marketing Strategy Market Research and Evaluation
  28. 28. Department of Strategy, Marketing and Distribution <ul><li>DW-WORLD.DE: 30 languages </li></ul><ul><li>news and analysis </li></ul><ul><li>mobile service </li></ul><ul><li>services: newsletter, RSS etc. </li></ul><ul><li>Web 2.0.: Blogs etc. </li></ul><ul><li>50 Mio PIs / month (in 2001: 1,8 Mio PIs) </li></ul>Status quo - DW-WORLD.DE/NEW MEDIA:
  29. 29. <ul><li>DW-RADIO & DW-TV via DW-WORLD.DE: </li></ul><ul><li>streaming Media & IPTV </li></ul><ul><ul><li>DW-TV & DW-RADIO live and on demand </li></ul></ul><ul><ul><li>DW-TV peer-to-peer (P2P) </li></ul></ul><ul><ul><li>DW-TV on various IPTV-platforms („triple play“) </li></ul></ul><ul><li>download </li></ul><ul><li>manual download, podcasting </li></ul><ul><li>mobile services </li></ul><ul><li> - DMB / DVB-H </li></ul>DW-WORLD.DE/ NEW MEDIA
  30. 30. <ul><li>Download - Podcasting </li></ul>DW-WORLD.DE/ NEW MEDIA <ul><li>started: 11/2004 (US elections) </li></ul><ul><li>today: 50 audio and 2 video podcasts </li></ul><ul><li>workflows: fully automated </li></ul>
  31. 31. <ul><li>Mobile Services </li></ul><ul><li> </li></ul><ul><ul><li>started: 01/2005 </li></ul></ul><ul><ul><li>30 languages </li></ul></ul><ul><li>DMB / DVB-H </li></ul><ul><ul><li>DMB (Digital Media Broadcast) </li></ul></ul><ul><ul><li>DVB-H (Digital Video Broadcasting-Handhelds): </li></ul></ul><ul><ul><ul><li>major usage: mobile-tv </li></ul></ul></ul><ul><ul><ul><li>project „MiFriends“ during FIFA-Worldcup </li></ul></ul></ul>DW-WORLD.DE/ NEW MEDIA
  32. 32. DW-WORLD.DE/ NEW MEDIA <ul><li>Rebroadcasting via Audio Depot </li></ul><ul><li>download </li></ul><ul><li>for professional radio stations / broadcasters </li></ul><ul><li>DW-RADIO in 29 languages </li></ul><ul><li>mp3-files </li></ul>
  33. 33. DW-WORLD.DE/ NEW MEDIA <ul><li>Rebroadcasting via TransTel </li></ul><ul><li>for broadcasters </li></ul><ul><li>select from a wide range of programmes </li></ul><ul><li>documentaries, family entertainment, children's programmes, sports, music, and fiction </li></ul><ul><li> </li></ul>
  34. 34. Department of Strategy, Marketing and Distribution <ul><li>DW-TV </li></ul><ul><li>cable, satellite, terrestrial </li></ul><ul><li>DTH, rebroadcasting, TransTel </li></ul><ul><li>in English, German, Arabic and Spanish </li></ul><ul><li>further more: Bahasa, Turkish, Uzbek, Chinese </li></ul>
  35. 35. Department of Strategy, Marketing and Distribution <ul><li>DW-RADIO </li></ul><ul><li>DW strengthens its FM-strategy in target markets </li></ul><ul><li>Europe is DW‘s number one test market for DRM </li></ul><ul><li>on-demand usage of programmes as digital services is becoming increasingly important </li></ul>
  36. 36. <ul><li>DEUTSCHE WELLE follows a multi-platform strategy </li></ul><ul><li>to reach its target groups </li></ul>DEUTSCHE WELLE Strategy
  37. 37. INDEX <ul><li>DW – Mission & Media </li></ul><ul><li>Media Trends & Challenges </li></ul><ul><li>Innovation in progress - From Broadcaster to Content Provider </li></ul><ul><li>Innovation projects - Greatest Hits and Misses </li></ul>
  38. 38. Detecting weak signals in … Media distribution Media production Media consumption Innovation projects - What? „ Impossible to see the future is.” (Master Yoda):
  39. 39. How? <ul><li>Monitor </li></ul><ul><li>Interface </li></ul><ul><li>Network </li></ul><ul><li>Fund </li></ul><ul><li>Manage </li></ul><ul><li>Transfer </li></ul>
  40. 42. The Germanizer.Com
  41. 43. Hits & Misses 2002 - 2004 2005ff
  42. 44. Recent projects <ul><li>Information Society Technologies </li></ul><ul><li>C-Mobile (Mobile Media) </li></ul><ul><li>MESH (Search and Personalisation) </li></ul><ul><li>Gredia (GRID) </li></ul><ul><li>INCCOM (Crossmedia Market Survey) </li></ul><ul><li>eContent </li></ul><ul><li>- Video Active (Video portal on European TV history) </li></ul><ul><li>FP7 </li></ul><ul><li>- CASAM (Metadata & Annotation – with the EJC!) </li></ul><ul><li>- CCAST (Context Aware Mediacasting) </li></ul>
  43. 45. <ul><li>THANK YOU! </li></ul>