From free to fee:shifting business models in the digital television industry<br />Tom Evens (MICT-UGent-IBBT)<br />E: Tom....
2<br />Media & ICT Research Group<br />Ghent University, Dept. of Communication Sciences<br />Interdisciplinary Institute ...
3<br />Digitisation<br />Convergence<br />Industry architecture<br />Business models<br />How is value reconfigured for di...
Fragmentation of VACs<br />4<br />A<br />B<br />C<br />A<br />B<br />C<br />Production<br />Acquisition<br />Programming<b...
5<br />Value networks (VANs)<br />Value chains (VACs)<br />Collaborative approach<br />Sequential flow<br />Agile and flex...
6<br />One-sided<br />Two-sided<br />Low externalities<br />High externalities<br />Buy and resell<br />Affiliation<br />C...
Government<br />Financial stream <br />Public license fee<br />Taxes<br />Public Broadcasters<br />Viewers<br />Content<br...
Government<br />Platform operators<br />Financial stream <br />Public license fee<br />Taxes<br />Public Broadcasters<br /...
Eras of television<br />9<br />Narrowcasting<br />Broadcasting<br />Video service<br />Premium & niches <br />Generalist <...
Value creation in DTV<br />10<br />Business logic of file databases<br />Effective management  of audiovisual assets<br />...
Value creation in DTV<br />11<br />Value chain<br />Value network<br />Value type<br />Transformation<br />Intermediation<...
Thanks for listening!<br />12<br />[E]: Tom.Evens[at]UGent.be<br />[W]:http://www.mict.be<br />
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Tom Evens: 'From Free To Fee: Shifting Business Models for the Digital Television Industry'

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Tom Evens: 'From Free To Fee: Shifting Business Models for the Digital Television Industry'

  1. 1. From free to fee:shifting business models in the digital television industry<br />Tom Evens (MICT-UGent-IBBT)<br />E: Tom.Evens[at]UGent.be<br />European Media Management Association <br />‘The Changing Ecology of Media’ <br />London, February 5-6, 2010 <br />
  2. 2. 2<br />Media & ICT Research Group<br />Ghent University, Dept. of Communication Sciences<br />Interdisciplinary Institute for Broadband Technology (IBBT)<br />Fundamental and applied market and user research<br />Methodological expertise<br />Competence clusters<br />Media production & distribution<br />User experience & behaviour<br />Forecasting, profiling & targeting<br />ICT & Information Society<br />www.mict.be<br />www.ibbt.be<br />
  3. 3. 3<br />Digitisation<br />Convergence<br />Industry architecture<br />Business models<br />How is value reconfigured for digital television?<br />
  4. 4. Fragmentation of VACs<br />4<br />A<br />B<br />C<br />A<br />B<br />C<br />Production<br />Acquisition<br />Programming<br />Packaging<br />Distribution<br />Vertical integration<br />Horizontal specialisation<br />High concentration<br />Low concentration<br />Low externalities<br />High externalities<br />Limited substitutes<br />Plenty of substitutes<br />Stable, simple BMs<br />Exploration of new BMs<br />Sources: Fransman, 2002; Grove, 1985; Krafft, 2003; Schuh, 2009<br />
  5. 5. 5<br />Value networks (VANs)<br />Value chains (VACs)<br />Collaborative approach<br />Sequential flow<br />Agile and flexible<br />Rigid and inflexible<br />Partnerships<br />Position in the chain<br />Substitutes<br />Bottlenecks<br />Cooperation<br />Monopolies<br />Revenue sharing<br />Create margins<br />Intermediation<br />Transformation<br />Digital economy<br />Traditional economy<br />
  6. 6. 6<br />One-sided<br />Two-sided<br />Low externalities<br />High externalities<br />Buy and resell<br />Affiliation<br />Control<br />No control<br />Walmart<br />eBay<br />Source: Hagiu, 2007<br />
  7. 7. Government<br />Financial stream <br />Public license fee<br />Taxes<br />Public Broadcasters<br />Viewers<br />Content<br />rights<br />Terrestrial<br />Commercial Broadcasters<br />Commercials<br />Buy equipment<br />Advertising agencies<br />Consumer electronics<br />Packaging<br />Transmission<br />Consumption<br />Production<br />
  8. 8. Government<br />Platform operators<br />Financial stream <br />Public license fee<br />Taxes<br />Public Broadcasters<br />Cable<br />Terrestrial<br />Viewers<br />Content<br />rights<br />Commercial Broadcasters<br />Satellite<br />IPTV<br />Pay-TV channels<br />Mobile<br />Commercials<br />Buy equipment<br />Advertising agencies<br />Consumer electronics<br />Third party service providers<br />Packaging<br />Transmission<br />Consumption<br />Production<br />
  9. 9. Eras of television<br />9<br />Narrowcasting<br />Broadcasting<br />Video service<br />Premium & niches <br />Generalist <br />Archives, catch-up TV<br />Free<br />Fee<br />Fee<br />Subscription (pay-TV)<br />Advertising & license fees<br />Pay-per-view<br />Cable & satellite<br />Terrestrial<br />Digital & mobile<br />
  10. 10. Value creation in DTV<br />10<br />Business logic of file databases<br />Effective management of audiovisual assets<br />Archives as main assets for creating/reinventing value<br />In a multiplatform reality: portfolio strategy<br />From scheduling to providing content<br />Brands as crowd-puller<br />Television as main portal<br />Long Tail may not be profitable<br />
  11. 11. Value creation in DTV<br />11<br />Value chain<br />Value network<br />Value type<br />Transformation<br />Intermediation<br />Activity<br />One-sided merchant<br />Two-sided platform<br />Strategy<br />Pay-TV channels<br />Video on demand<br />Application<br />Acquisition<br />Affiliated & rented<br />Content<br />Revenues<br />Downstream<br />Shared<br />
  12. 12. Thanks for listening!<br />12<br />[E]: Tom.Evens[at]UGent.be<br />[W]:http://www.mict.be<br />

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