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Traditional Broadcaster in Transformation

Presentation at International Bar Association, IBA Conference Vienna 2015,
the impacts of video market changes on traditional tv-companies

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Traditional Broadcaster in Transformation

  1. 1. Traditional Broadcaster in Transformation International Bar Association IBA Annual Conference Vienna 2015, 6th October 2015 Session “On demand and streaming content vs broadcasting - the next great disruption?” Janne Holopainen, Media Regulation Manager, Yle - Finnish Broadcasting Company janne.holopainen@yle.fi
  2. 2. Introduction • Yle, the Finnish Broadcasting Company, Finland's national public service media company. See more http://yle.fi/aihe/artikkeli/2014/12/31/yle-nutshell • My professional background: telecom network and av-media delivery businesses last 20 years Scope of presentation • “Traditional Broadcaster” covers both • publicly funded Public Service Media companies and • commercial tv-broadcasters • Finnish perspective, also applies to other Nordic countries • Focus in video delivery to audience • Note: video = all video content types, incl. tv-content 5.10.2015 2Janne Holopainen
  3. 3. Overview of video content value chain in broadcasting Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption 5.10.2015 Janne Holopainen 3 End- user To earn: audience attention and time spending (ad-funded and publicly funded media content) To earn: usage fees (pay-tv & other chargeable media content) Business goals of video content providers, incl. Traditional Broadcasters:
  4. 4. The position of Traditional Broadcaster in the value chain Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption IN BROADCASTING NETWORKS Traditional Broadcaster Broadcaster /Network op. Pay-tv-operator TV- & STB- manufacturers 5.10.2015 Janne Holopainen 4 End- user
  5. 5. The position of Traditional Broadcaster in the value chain Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption IN BROADCASTING NETWORKS Traditional Broadcaster Broadcaster /Network op. Pay-tv-operator TV- & STB- manufacturers Scarce resource => bottle- neck Gatekeeper position 5.10.2015 Janne Holopainen 5 End- user Monopolistic during analogue TV period, until Cable-TV, Direct To Home Satellite-TV & Digital Terrestrial TV, - currently still oligopolistic
  6. 6. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Broadband networks 5.10.2015 Janne Holopainen 6
  7. 7. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Linear tv-channels Broadband networks 5.10.2015 Janne Holopainen 7
  8. 8. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Linear tv-channels Broadband networks 5.10.2015 Janne Holopainen 8
  9. 9. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Linear tv-channels VHS PVR i.e. DVR Broadband networks 5.10.2015 Janne Holopainen 9
  10. 10. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Linear tv-channels VHS PVR i.e. DVR Broadband networks Network-PVR Catch-up of linear tv-channels VOD-catalogues Personal video playlists 5.10.2015 Janne Holopainen 10
  11. 11. Video delivery networks vs. Video offering / consumption concepts Offering / consumption concepts Linear i.e. program scheduled Video on demand, VOD Delivery networks Broadcasting networks Linear tv-channels VHS PVR i.e. DVR Broadband networks Streaming of broadcasting tv-channels Streaming of single events ”Internet only” tv-channels Network-PVR Catch-up of linear tv-channels VOD-catalogues Personal video playlists 5.10.2015 Janne Holopainen 11
  12. 12. Ongoing changes in video consumption habits 1) The speed of the change from linear video consumption to VOD is difficult to estimate exactly • Direction of change is clear, speed of change may vary in future • New discontinuation phenomena are possible • Earlier: Impact of smartphones and tablets on av-media consumption, In future perhaps virtual glasses & augmented reality? 2) Demand for linear video channels will continue • Total viewing minutes of linear tv-channels will decrease, but peak viewing will remain high • Cultural & commercial importance of live events, incl. sports • Number of linear tv-channels will decrease • Advertising revenues from linear tv-channels vs. VOD-content? • Consumer willingness to pay for linear pay-tv channels vs. VOD- content? 3) Video usage behaviour will further polarize while older generations will remain with linear tv-channels and younger generations will mostly shift to VOD-viewing 5.10.2015 12Janne Holopainen
  13. 13. 5.10.2015 13 15% 19% Janne Holopainen
  14. 14. The position of Traditional Broadcaster in the value chain Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption IN BROADCASTING NETWORKS Traditional Broadcaster Broadcaster /Network op. Pay-tv-operator TV- & STB- manufacturers Scarce resource => bottle- neck Gatekeeper position IN BROADBAND NETWORKS Content production Content financing & commissioning Content aggregation & publishing Delivery networks User-interface & personalization User device & consumption 5.10.2015 Janne Holopainen 14 End- user
  15. 15. Traditional Broadcaster transforming to Video content provider Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption IN BROADCASTING NETWORKS Traditional Broadcaster Broadcaster /Network op. Pay-tv-operator TV- & STB- manufacturers Scarce resource => bottle- neck Gatekeeper position IN BROADBAND NETWORKS Content production Content financing & commissioning Content aggregation & publishing Delivery networks User-interface & personalization User device & consumption Traditional Broadcaster transforming to Media content provider Broadband network operators Media content provider Device manufacturers 5.10.2015 Janne Holopainen 15 End- user
  16. 16. Traditional Broadcaster transforming to Video content provider Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption IN BROADCASTING NETWORKS Traditional Broadcaster Broadcaster /Network op. Pay-tv-operator TV- & STB- manufacturers Scarce resource => bottle- neck Gatekeeper position IN BROADBAND NETWORKS Content production Content financing & commissioning Content aggregation & publishing Delivery networks User-interface & personalization User device & consumption Traditional Broadcaster transforming to Media content provider Broadband network operators Video content provider Device manufacturers Several other video providers 5.10.2015 Janne Holopainen 16 End- user Fierce competition on audience attention Source of user behaviour data
  17. 17. Overview of video content value chain - currently Content production Content financing & commissioning Content aggregation & publishing Delivery networks Customer management & invoicing User device & consumption 5.10.2015 Janne Holopainen 17 End- user To earn: audience attention and time spending (ad-funded and publicly funded media content) To earn: usage fees (pay-tv & other chargeable media content) Business goals of video content providers, incl. Traditional Broadcasters: In present-day video content market also several other players are striving for same audience attention and usage fees, incl. - broadband network operators, - ”general use” video platforms (YouTube, Facebook etc.) - marketers of consumer products (e.g. Red Bull)
  18. 18. Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services 2017 2020 20232014 1 m 2 m 3 m 4 m Yle daily tv-reach 3.5 - 4 m 5.10.2015 18Janne Holopainen
  19. 19. Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services 2017 2020 20232014 1 m 2 m 3 m 4 m Yle daily tv-reach 3.5 - 4 m 5.10.2015 19Janne Holopainen
  20. 20. Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services 2017 2020 20232014 1 m 2 m 3 m 4 m Yle daily tv-reach 3.5 - 4 m 5.10.2015 20Janne Holopainen
  21. 21. Traditional Broadcaster transforming to Video content provider Yle goal: To maintain its relevance for entire Finnish audience despite the changes in media consumption  Focus of Yle media publishing is shifting to internet • An intensive migration to a “web & mobile first” publishing ongoing  Most important goal in the field of media delivery: • Secure sufficient broadband networks capacity to enable video delivery to entire nationwide audience simultaneously • Both in fixed and mobile broadband networks  Shift from a broadcaster to a video content provider has also a lot of other impacts on Yle • content creation & acquisition and • aggregation & publishing. 5.10.2015 21Janne Holopainen

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