DIGITAL DIVIDEND AND THE ANALOGUE SWITCH-OFF: A USER-ORIENTED APPROACH FOR POLICY STRATEGIES IN THE DTV LANDSCAPE Pieter V...
Digitized TV landscape in transition <ul><li>Analogue switch-off vs. digital switchover </li></ul><ul><li>Switchover: why?...
Policy making in DTV landscape <ul><li>Main challenges: </li></ul><ul><ul><li>Smooth transition: analogue switch-off </li>...
User-oriented strategies: why? <ul><li>The development of the information society for all: </li></ul><ul><ul><li>Access to...
The user has its own agenda <ul><li>= not adopting or not accepting every innovative technology or strategy which is pushe...
The user has its own agenda (2) <ul><ul><ul><li>Information campaigns are vital in order to inform citizens about the tran...
Open innovation paradigm <ul><li>Flanders: tradition of open innovation practices in the field of technology research </li...
Conclusion <ul><li>Accurate user insights are indispensable: </li></ul><ul><ul><li>To take the hurdle of the analogue swit...
Th@nk you! <ul><li>Contact:  [email_address] </li></ul>
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Verdegem Et Al Digital Dividend And The Analogue Switch Off

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Paper presented @ COST 298 Digital television workshop - Budapest

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Verdegem Et Al Digital Dividend And The Analogue Switch Off

  1. 1. DIGITAL DIVIDEND AND THE ANALOGUE SWITCH-OFF: A USER-ORIENTED APPROACH FOR POLICY STRATEGIES IN THE DTV LANDSCAPE Pieter Verdegem (MICT-IBBT, Ghent University) Laurence Hauttekeete (MICT-IBBT, Ghent University) Lieven De Marez (MICT-IBBT, Ghent University) Erik Dejonghe (MICT-IBBT, Ghent University) @ COST 298 DTV Workshop <Budapest – 15th May 2008>
  2. 2. Digitized TV landscape in transition <ul><li>Analogue switch-off vs. digital switchover </li></ul><ul><li>Switchover: why? # advantages </li></ul><ul><li>Switch-off: 2012 deadline, but different timings & strategies (penetration of DTV & TV landscape) </li></ul>“ transition of all types of broadcasting” “ terminating analogue terrestrial tv”
  3. 3. Policy making in DTV landscape <ul><li>Main challenges: </li></ul><ul><ul><li>Smooth transition: analogue switch-off </li></ul></ul><ul><ul><li>What after the analogue switch-off: digital dividend </li></ul></ul><ul><li>Reallocation of digital dividend: # possibilities </li></ul><ul><ul><li>Fixed/mobile broadcast TV services </li></ul></ul><ul><ul><li>Mobile telecommunication services </li></ul></ul><ul><ul><li>Public safety services </li></ul></ul><ul><ul><li>Commercial/public PMSE </li></ul></ul><ul><li>A plea for user-oriented policy strategies: </li></ul><ul><li> ↔ “ the market should essentially determine how the current broadcast spectrum will be used in the future ” </li></ul>
  4. 4. User-oriented strategies: why? <ul><li>The development of the information society for all: </li></ul><ul><ul><li>Access to DTV = central element </li></ul></ul><ul><ul><li>Equal access for all to the new possibilities that are offered by DTV (policy goal) </li></ul></ul><ul><li>Social goal: </li></ul><ul><ul><li>Diffusion of DTT: especially for fast & broad adoption by European rural viewers  “ Poor man’s satellite ” </li></ul></ul><ul><li>Ambivalent position of government: </li></ul><ul><ul><li>Both stimulating innovation (economic policy) as well as inclusion (social policy) = to produce total value to society </li></ul></ul><ul><li>The user has its own agenda </li></ul>
  5. 5. The user has its own agenda <ul><li>= not adopting or not accepting every innovative technology or strategy which is pushed forward from a top-down perspective </li></ul><ul><li>Research concerning the analogue switch-off </li></ul><ul><ul><li>Survey (N=521) & focus group interviews (N=25) </li></ul></ul><ul><ul><li>Conclusions: </li></ul></ul><ul><ul><ul><li>Current antenna viewers are technically & financially able to to subscribe to cable TV, but they prefer not to do so </li></ul></ul></ul><ul><ul><ul><li>They wish to continue watching TV at the present location and expect the same free programme choice </li></ul></ul></ul>
  6. 6. The user has its own agenda (2) <ul><ul><ul><li>Information campaigns are vital in order to inform citizens about the transition process </li></ul></ul></ul><ul><ul><ul><li>Less affluent and less technical skilled citizens might expect financial/practical support </li></ul></ul></ul><ul><li>Research concerning mobile television </li></ul><ul><ul><li>Expert panel (N=35), survey (N=575) and consumer focus study (N=30) </li></ul></ul><ul><ul><li>Conclusions: </li></ul></ul><ul><ul><ul><li>Mobile television: no mass market take-up in the near future </li></ul></ul></ul><ul><ul><ul><li>Mobile TV perceived to be a niche, luxury service that has little or no additional value to society </li></ul></ul></ul>
  7. 7. Open innovation paradigm <ul><li>Flanders: tradition of open innovation practices in the field of technology research </li></ul><ul><ul><li>Government stimulates companies to work together in innovation development </li></ul></ul><ul><ul><li>EnoLL & Living labs </li></ul></ul><ul><ul><li>Examples: Flanders Interactive (iDTV) & MADUF (mobile television) </li></ul></ul><ul><li>Open innovation & user-driven research: serving both industry & policy needs </li></ul><ul><ul><li>Providing knowledge about the citizens’ preferences towards new services that become available </li></ul></ul><ul><ul><li>Policy makers are not forced to make ‘a priori’ choices to fill up the digital dividend </li></ul></ul>
  8. 8. Conclusion <ul><li>Accurate user insights are indispensable: </li></ul><ul><ul><li>To take the hurdle of the analogue switch-off: </li></ul></ul><ul><ul><ul><li>Users can be rather conservative </li></ul></ul></ul><ul><ul><ul><li>Innovations should provide added value </li></ul></ul></ul><ul><ul><li>To maximize profit generating from digital dividend: </li></ul></ul><ul><ul><ul><li>A user-oriented & open innovation approach is needed to support the development of new services that respond to users’ preferences </li></ul></ul></ul><ul><ul><ul><li>= Serving both industrial and policy needs </li></ul></ul></ul>
  9. 9. Th@nk you! <ul><li>Contact: [email_address] </li></ul>

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