Adopt dtv looms-aso-dso_portugal_mar2011

2 de Março de 2011

A transição para a televisão
digital terrestre
Experiências de Dinamarca

Peter Olaf Looms

Wednesday, March 2, 2011

Menu

1.The transition from analogue to
digital television in Europe - trends
2.Danish experience from 2006-2009
- lessons learned
3.Digital TV and access services?

2


1. The transition from analogue to
digital television in Europe - trends


1997

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1998

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1999

12


2000

13


2001

14


2002

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2003

16


2004

17


2005

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2006

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2007

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2008

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2009

22


2010

23


Trends
A. Mainly step-by-step, region-by-region

23


Trends
B. “The Big Bang” strategy
only in small countries

23


Trends
C. Mobile TV has not been a “killer app”
DVB-H and DMB-T lack a good business model

23


2. Danish experience with DTT
from 2006-2009 - lessons learned


Denmark - basic stastistics

Denmark
• 5.5 million inhabitants
• 2.5 million households
• Small and ﬂat
Television consumption
• Just over 3 hours a day
and growing
• Digital cable and digital
satellite (pay TV) have 80%
of market
• Terrestrial about 20%
• IPTV still insigniﬁcant
22


Analogue to digital in Denmark

April 2006
digital starts (1 mux)
28% - terrestrial TV for
main TV set
49% - terrestrial TV
for 1st or following sets

October 31 2009
analogue shut-off
“big bang”
National, regional and local
TV channels
Also overspil from Norway,
Sweden and Germany 23


Channels in Eastern Denmark

24



25



26



27


“The Danes and the Digital TV Signal”

28


Terrestrial television in Denmark
(main television set)

29


The Danish campaign - who did it target?

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From general awareness to
vulnerable groups

Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4

Everyone Vulnerable groups

31


Three campaign goals

1. Public awareness that analogue TV would be
switched off in October 2009
2. Public awareness of whether they personally
would be affected by analogue shut-off
3. If affected, to be able to acquire the necessary
equipment in order to receive the new digital
signal.

32


The messages of the 4 sub-campaigns

Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4

Awareness Information Call to Action Call to Action

Analogue TV Do you risk You can get Do you risk
is going to not being help about not being
be switched able to the new able to
Everyone off watch digital TV watch
television? signal here. television
from
Sunday
onwards?

33


Campaign identity and logo

• Need to find a name that was not too
complex: “the new TV signal”
• Need to choose logo colours that were neutral
(i.e. neither national colours nor those used by
existing players in the television market)
• This left lime green, lilac and white:

34


Base line figures
(12 months before analogue shut-off)

Target audience Question Situation as of
(KPI, Key October 2008
Performance (i.e. ASO minus
Indicators) 12 months)
Whole population A. have you heard 61%
that the analogue TV
signal will be switched
off on October 31
2009?
Whole population B. Do you know 36%
whether the main TV
in your home will be
affected by analogue
switch-off?
Households C. Is your home ready N.A.
expected to be for the digital TV
signal?
affected (49%)

35


Digital terrestrial TV stakeholders

TV industry Government
bodies

Consumer Municipalities
Electronics and NGOs
Manufacturers
and Retailers
36


Networking and awareness

Central Decentral Distributed

Campaigns Local information Family/Friends
Volunteers
37


Flyers to mobilise everyone

38


From the general to the specific

39


Consumer Electronics Industry
including Retailers

40


Also advertising the day after

41


Web site
About 400,000 unique users
Also moderated discussion forum

42


Call Center and Hotline
15,000 calls, 6,500 before analogue shut-off
(less than anticipated)

43


What did it all cost?

Budget item % of Cost
total (Euros)
Secretariat, campaign management and admin 5.4% 303,420
Analysis and strategic planning 1.6% 87,500
Call centre and hotline (outsourced) 2.0% 115,084
Concept development 4.3% 240,667
Graphic implementation 1.4% 78,467
Project and production management 1.4% 79,007
Production 10.1% 570,598
Advertising 37.1% 2,085,996
Printing of brochures 3.5% 195,757
Logistics, distribution and postage 2.3% 126,580
Network communication 5.9% 329,733
Public Relations 3.4% 192,000
Audience research 2.5% 138,814
Consortium buffer 3.1% 173,333
Contract buffer 16.1% 905,168
Total outlays 100.0% 5,622,123 44


Results: DTT in Denmark and Sweden

Aware of analogue Know whether they Will be affected
switch-off will be affected by but ready for digital
analogue switch-off switch-over
(all households) (all households) 49% of households)

Denmark 17 months
Sweden

1


Results: DTT in Denmark &
switch to natural gas in Copenhagen
Aware of analogue Know whether they Will be affected
switch-off will be affected by but ready for digital
analogue switch-off switch-over
(all households) (all households) 49% of households)

Switch to natural gas

2


General stages from awareness to action

100.0
Buy digital
equipment
75.0
Check
equipment
50.0
Networking

25.0
Awareness

0
- 12 months - 9 months - 6 months - 3 months ASO

47


3. Digital TV and access services?


UN Convention on the Rights and Dignity
of Persons with Disabilities
Portugal ratified the convention and the protocol
23-9-2009

49


Digital TV and e-inclusion
Open
subtitles Signing

Audio
description

Audio
subtitles

Live
subtitles
Spoken
EPG
50



Awareness is not enough.
Other KPIs are needed including
Use and
Satisfaction Access
Services

Aware
of existence

New user
of service
Satisfied
user

51


Digital Terrestrial Television
is one option for complying with
the UN Convention and
the EU Audiovisual Media Services Directive
Access
Services

52


Obrigado!

27


Contact particulars

Peter Olaf Looms
DR, Danish Broadcasting Corporation

Strategy & Projects
DR-Byen
Emil Holms Kanal 20
DK-0999 Copenhagen C
DENMARK

E: polooms@gmail.com
M: +45 51 56 75 46

28


Uso actual de las frecuencias

Dividendo digital
TDT (antes de terminar emisiones analó
Aeronáutico/marítimo
Franquicia
Defensa
Servicios de emergencia
Fines cientíﬁcos
Radio digital
Móvil público
PBR, otros

Source: OFCOM, UK December 2006 1


Los usos de las frecuencias
al fenecer transmisiones analógicas

? Dividendo digital
Franquicia
Defensa
Fines cientíﬁcos
Radio digital
Móvil público
PBR, otros



al fenecer transmisiones analógicas

? Dividendo digital
Franquisia
Defensa
Fines cientíﬁcos
Radio digital
Móvil público
PBR, otros



al fenecer las transmisiones analógicas
Más canales?

Mejor imagen y
calidad de sonido?

TV móvil?
Digital dividend
DTT (after ASO)
Aeronautical/maritime
Acceso móvil a
Licence exempt
banda ancha
Defence
Emergency services
(WiMax)?
Science
Digital radio
Public mobile
PBR, other



Más canales?

Mejor imagen y
calidad de sonido?

TV móvil?
Digital dividend
DTT (after ASO)
Acceso móvil a
Licence exempt
banda ancha
Defence
Emergency services
(WiMax)?
Science
Digital radio
Public mobile
PBR, other



Más canales?

Mejor imagen y
calidad de sonido?

TV móvil?
More Channels
Better quality
Mobile TV
Acceso móvil a
MBA/WiMAX
banda ancha
DTT (after ASO)
(WiMax)?
Licence exempt
Defence
Emergency services
Qué balance?
Science
Digital radio
Public mobile
PBR, other



Escenarios en Inglaterra

9


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