1. RTHK Group

2. RTHK Group
Li Shumin
Fiona
Zhu Ruoyu
Carol
Hu Qingxin
Grace
Li Jun
Jessie
Xia Ying
Firefly

3. Agenda Today
Introduction
PROTEIN
Five Forces Analysis
Suggestions

4. Introduction

5. Global economic integration and application of new
communication technology
Whether to rescue its public broadcasting institution
or to push it to liberalization and commercialization?
In Hong Kong, the only public broadcaster is RTHK.
• DAB (Digital Audio Broadcasting)
• Free-to-air Digital Terrestrial Television (DTT)
broadcasting service
• New Media Department

6. Company visit

7. PROTEIN

8. Players
A government funded radio station and TV program
production organization in Hong Kong
RTHK produces 1000 hours of programmes each week,
operates 7 FM/AM channels.
RTHK also produce TV programs to air on the 2 TV
broadcast stations in agreed time slot. RTHK has full
control over the content.

9. Players
Distribution of Radio Programmes

10. Players
Sustainability
Public accountability
Institutional independence
Operational flexibility

11. Players
Public Views
• HKU public opinion poll (Mar 2006):
A vast majority (68.6 %) agreed that a public broadcaster
should be governed by a body independent of the
Government
• Other views :
Status quo, privatization,
propaganda arm of the Government

12. One of the biggest and most respectable media
corporations.
Monopolize the radio and television industry in Britain for a
long time.
Extended services: book publishing, newspaper,
English-learning and Internet news.
Players

13. Players
There are many BBC radio channels all over Europe.
BBC World Service.
BBC’s advantage over other channels:
1. Multi-structured integrated production capacity
2. Exploiting the synergies integral to its news-gathering activities

14. Players
• Two terrestrial television services
• Two satellite television
• Three radio networks
Japan’s national public broadcasting organization

15. Players
The services of NHK WORLD consist of the following four categories:
• NHK WORLD TV — International TV broadcasting in English
• NHK WORLD PREMIUM — International TV distributing in Japanese
• NHK WORLD RADIO JAPAN — International radio broadcasting
(services in 18 languages)
• NHK WORLD INTERNET SERVICE (services in 18 languages)

16. Revenue Model
Public Funding Sources
• Direct Government funding
• Revenue from programme sales and
commercial sources
• Mixed funding sources

17. Revenue Model
Comparison of public funds received by different public broadcasters

18. Revenue Model
Government Funding in the Past Five Years
100 200 300 400 500 600
Founding
Received

19. Revenue Model
Financial provision in ETV
28.2 Financial provision in New Media
Financial provision in Radio
233.7
23.8
Financial provision in TV
332.3

20. Operation
Organization
New Media
Radio
TV

21. Operation
— Organization
Organization
Program
Radio
Program
producing
TV
Corporate
Business
TV
Programming &
Administration
Public &
Current Affairs
Programs
New Media
Corporate
Business
Developments

22. Operation
— New Media
13 Persons =3 Design. 4 Technology. 6 Content
Studio-
Production
Website
Mobile
App
Studio-Production
• Self-produced
<E-learning Program>
UGC: “unusual journey”
• Re-production: special
project from TV & Radio
program
< Material Adding; Interactive>

23. Operation --Radio
Studio
Production
• Talk Show
• News
• Music
Mixing &
Broadcast
Station
• Radio Tower
• Editing, Mixing
and conversion
> Streaming Service
> Website Download
> Podcast
> APP
Web Server
-- 7 FM Channels to fit different needs.

24. Operation-- TV
-- no TV channel now
Jan 2014 their own channel will start operating
>Programing—
RTHK produces public affairs television programs which are
broadcast by Hong Kong's two commercial television
channels, TVB and ATV.
>Broadcast on the website
TV & Radio program
Average more than 30W visits

25. Technology
a. DAB
• extraneous interference
• perceptual audio coding
• sound of CD quality
• efficient use of spectrum
• all sorts of information
newly assigned spectral bands OFTA香港电讯管理局
office of the Telecommunication Authority
117,865,000(1億)constructing

26. Technology
• Lyrics
• Street maps
• Parking information
• Local hazard warning
• Traffic flow

27. Technology
HK market
•One channel covers the whole city
•Price:100+
seldom installed in cars and
taxis

28. Technology
b. Encoding
Conversion process is done by
modems and codecs

29. Technology
c. APS
Automated Publishing System
• Detailed description (who, what, whether)
• Automatically published online
• Key concept: to control scheduling and costs by better content
management.
• Manpower & Time Saving

30. Technology
d. audio
streaming
New format
• 1994-the first radio station in
Hong Kong to offer Internet
streaming
• 2004-All channels of RTHK
broadcast 24-hour live on the
Internet
• High Quality audio stream
format
Screen size & connection speed---different file size
Crashes Buffering
increase audience base
Buffering

31. Technology
Page Views 145,525,630 4,694,375
Visits 9,576,417 308,917
ive Streaming Hits L 31,995,068 1,032,099
Catch Up Media 20,117,816 648,962
International Visits % 30.1% -
Visits from Hong Kong % 69.9% -
Audience is online

32. Technology
e. RSS in podcast
Element Description Example
Title The name of the channel. It's how people refer to
your service. If you have an HTML website that
contains the same information as your RSS file, the
title of your channel should be the same as the
title of your website.
GoUpstate.com News
Headlines
Link The URL to the HTML website corresponding to the
channel.
http://www.goupstate.co
m/
Description Phrase or sentence describing the channel. The latest news from
GoUpstate.com, a
Spartanburg Herald-
Journal Web site.
• Really Simple Syndication: Web content syndication format
• Subscribe' to content and have updates automatically delivered to you
• Access frequently updated content on the Internet

33. Technology
f. Geographic Blocking
Content bought from other production house

34. Technology
i. Backstage control for
UGC content
• Every content generated by the user
will not be censored and filtered
• There is no gatekeeper
• No delete from backstage
• An open and free platform for talents
and ideas to share

35. Intellectual Property
One department takes the responsibility for copyright.
• Archive –with no copyright infringement
• Music played in live broadcasting- 10,000 for CASH.
• Content bought from other production house-
only be streamed within Hong Kong
• Sell Content-
Commercial use: several million HKD/year license fee.
Noncommercial use: Just let them know

36. Ecology---Originator
Radio Department (DJ, guest speaker, reporter…)
TV Department (producer, director editor, host, journalist…)
New Media department (content creator, designer)
PublicIndependent production studio
TV network oversea
RTHK & government
department

37. Ecology---Producer
RTHK
Hire staff (Radio/TV/New Media)
Pay music royalty fee
Deliver content on website/APPs
Manage podcasts
DVD
Charge Royalty

38. Ecology—Distributer & Syndication
Radio
TV
Website
Smart TV
DVD
Oversea TV station

39. APPs

40. Ecology---Consumer
Home ( Radio, TV set)
PC
Mobile
Podcasts

41. Ecology Overview
Anytime Anywhere Any device
Home
Music
Radio
Program DJ
TV Program
producer
New media
designer
Website
Radio station
Local TV
station
APPs
Podcasts
DVD
Smart TV
CASH HK
Mobile
PC
PC+Mobile
Oversea
TV stations
Syndication

42. Next
Digital Terrestrial Television (DTT) broadcasting
• This service will tentatively provide three television
channels (namely Channel's 31, 32 and 33).
• Signal testing of the channels is now underway.
• the RTHK’s DTT broadcasting service will be formally
launched in 2018.

43. Next
Combination with mobile devices
• further develop mobile applications and podcasting to
enhance the services to users of mobile devices
• add more mobile applications to support smart phones
and smart televisions with different operating systems
• do more research on new coming wearable devices with
a view to reaching out to young and new audience.

44. Five Forces
Analysis

45. Threats of the New Entrants
Internet Radio Station
D100

46. Rivalry among Existing Competitions
Not that fierce

47. The Bargaining Power of Buyers
• Non commercial organizations and individuals: free
Commercial buyers of their content
I. Reach a consensus about whenwherehow the
program will be broadcast
II. Any buyer wants to title sponsorship will be prohibited
III. Advertisements inserted in the content must abide to
local laws
RTHK will charge a bit sum of money for this
Commercial use, but it’s usually not much

48. The Bargaining Power of Supplier
TV content industry
Famous production company/studio ---
Strong replaceability
Competitive
In general---
Strong
not strong

49. Threats of Substitutes
• Two substitutes in music domain:
• Podcast
• Douban FM

50. Suggestions

51. Program Commission
Category Optimization
Overseas Market Expansion
Social Network Promotion

52. Q&A
Thank you