The document discusses the evolution of television and social media, highlighting trends such as the decrease in traditional TV viewing time and profitability, which is shifting towards new media and mobile platforms. It details the growth of mobile TV in Japan and Korea, with significant engagement and viewing habits reported. Key issues addressed include regulation, business models, and the impact of globalization on the media landscape.

1. ©2009 www.eurotechnology.com1
Gerhard Fasol
Eurotechnology Japan K. K.
www.eurotechnology.com
fasol@eurotechnology.com
BCWW2009 Global Media Forum
Seoul, Korea, September 10, 2009
Keynote and session chair
Evolution of TV
and Social TV

2. ©2009 www.eurotechnology.com2
Agenda
TV today = 23% of time awake
Profitability of conventional TV goes down, growth
is in new media
The critical issues:
1. Regulation vs free
2. Business models
3. New platforms: mobile & game terminals
3. Globalization, standardization vs risk taking &
early adoption

3. ©2009 www.eurotechnology.com3
23%

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TV = 23% of time awake
Japan� 3:42 hours/person/day�
Germany� 3:37 hours/person/day�

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Traditional TV is one-way
Humans are social
Sharing experience

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Niko-niko douga

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50%

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Social interactions on Niko-Niko douga:
via overlay and synchronized comments
via tags (some locked, some open)

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Growth is in satellite and cable TV�
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
500
1000
1500
2000
2500
3000
3500
4000
revenuesYENbillion
Japan's radio and TV markets
US$ 10 billion
US$ 20 billion
US$ 30 billion
US$ 40 billion
NHK TV
commercial TV
cable TV
BS satellite
CS satellite
radio AM
radio FM
c2009EurotechnologyJapanKK
www.eurotechnology.com
Source: Japan Media Report ( http://www.eurotechnology.com/store/jmedia/ )

10. ©2009 www.eurotechnology.com
Profits of traditional TV are on the way down�
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
0
5
10
15
20
25
operatingmargin
Fuji TV
Nippon TV
TBS
Asahi TV
TV Tokyo
Annual operating margin of Japan's TV groups
c2008EurotechnologyJapanKK
www.eurotechnology.com
Source: Japan Media Report ( http://www.eurotechnology.com/store/jmedia/ )

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Regulated vs free
Regulated� Free�
Traditional
broadcasting
TV, Radio�
Internet (YouTube,
Niko-Niko douga…)�
Mobile operator� Mobile internet�

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p Packet radio top menu
p Packet radio imode site with
program schedule
p View programs
p Program
overview
p options

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Sequence of still images
create a slide show
Packet radio for mobile phones
Via mobile phone internet data connection, not licensed radio spectrum
Business model: combine music promotion clips with still images of DJ�

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Cross platform
example: BeeTV

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Leveraging TV stars – streaming via HSDPA
See: Japan Media Report http://www.eurotechnology.com/store/jmedia/
And Mobile TV report: http://www.eurotechnology.com/store/mobiletv/

16. ©2009 www.eurotechnology.com
beeTV: 20 programs in 8 channels�
p DoCoMo + Fuji-Televi
è Drama
è Music
è Comedy
è Animation
è Talk
è Variety
è Moolog (movie blog)
è Edutainment
16

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Mobile TV
See: Japan Media Report http://www.eurotechnology.com/store/jmedia/
And Mobile TV report: http://www.eurotechnology.com/store/mobiletv/

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97.5% of global mobile TV in Japan & Korea
Global mobile-TV by country
(December 2008)
Japan
(50 million, 72.5%)
South Korea
(17.2 million, 25%)
Italy (850,000, 1.2%)
China (600,000, 0.9%)
other (285,000, 0.4%)
(C) 2009 Eurotechnology Japan KK
www.eurotechnology.com

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Do people really watch mobile TV?
Our estimate for Japan:
50-290 million mobile TV hours / month

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How often do people watch mobile TV?
6-7 times/month
300 – 350 million viewing events/month in Japan
average viewing time 10-50 minutes
50 – 290 million hours of mobile TV viewing per
month in Japan
Source: Japan Media Report http://www.eurotechnology.com/store/jmedia/
And Mobile TV report: http://www.eurotechnology.com/store/mobiletv/

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Lunch box mobile digital TV�
21
Mobile TV (1-seg) broadcast by national TV NHK to mobile phone
handsets
Specifically targeting office workers during the lunchbreak�

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Business models for mobile TV

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Recognize
& buy
music
played on
TV

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From mobile TV to mobile
shopping
See: Mobile TV report: http://www.eurotechnology.com/store/mobiletv/

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The key:
Understanding your audience…