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

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©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

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©2009 www.eurotechnology.com3
23%

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©2009 www.eurotechnology.com4
TV = 23% of time awake
Japan� 3:42 hours/person/day�
Germany� 3:37 hours/person/day�

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©2009 www.eurotechnology.com5
Traditional TV is one-way
Humans are social
Sharing experience

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©2009 www.eurotechnology.com6
Niko-niko douga

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©2009 www.eurotechnology.com7
50%

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©2009 www.eurotechnology.com8
Social interactions on Niko-Niko douga:
via overlay and synchronized comments
via tags (some locked, some open)

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©2009 www.eurotechnology.com
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/ )

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©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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©2009 www.eurotechnology.com11
Regulated vs free
Regulated� Free�
Traditional
broadcasting
TV, Radio�
Internet (YouTube,
Niko-Niko douga…)�
Mobile operator� Mobile internet�

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©2009 www.eurotechnology.com12
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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©2009 www.eurotechnology.com13
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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©2009 www.eurotechnology.com14
Cross platform
example: BeeTV

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©2009 www.eurotechnology.com15
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/

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©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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©2009 www.eurotechnology.com17
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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©2009 www.eurotechnology.com18
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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©2009 www.eurotechnology.com19
Do people really watch mobile TV?
Our estimate for Japan:
50-290 million mobile TV hours / month

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©2009 www.eurotechnology.com20
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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©2009 www.eurotechnology.com
Lunch box mobile digital TV�
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Mobile TV (1-seg) broadcast by national TV NHK to mobile phone
handsets
Specifically targeting office workers during the lunchbreak�

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©2009 www.eurotechnology.com22
Business models for mobile TV

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©2009 www.eurotechnology.com23
Recognize
& buy
music
played on
TV

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©2009 www.eurotechnology.com24
From mobile TV to mobile
shopping
See: Mobile TV report: http://www.eurotechnology.com/store/mobiletv/

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©2009 www.eurotechnology.com25
The key:
Understanding your audience…