the road to digital television in sweden: state of the art and methodological tools for comparative...

The Road to Digital Television in Sweden:State of the art and methodological tools for comparative/evaluating studies.

Roberto Suárez CandelUniversitat Pompeu Fabra

Barcelona, Spain.15/12/2004

Roberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.

1. Introduction to the research project / thesis

2. Research in Sweden3. Preliminar results4. Debate

The Road to Digital Television in Sweden.



“Digitalisation and transformation of the Television in the context of the European Union.”Design and implementation of an analysis and evaluation protocol for the national migration plans towards the Digital Terrestrial Television (DTT).

1. Introduction to the research project / thesis.



Digitalisation:

• Image and audio quality (DVD)• Compression techniques better use of

spectrum increase of the offer• New contents and formats hybridation

and interactivity• New services: convergence with

telecomms




Digitalisation:• New production tools, techniques and

procedures new professional skills• Investment in equipment / cost reduction:

original, copies, user• New distribution and commercializing

possibilities: multiplatform, scope/scale economies

• Market restructuring: new players / business models




Digitalisation:• Increase of the number of channels

increase of users’ chance to choose• New contents and services new users’

skills required (from passive to active watching)

• Restructuring of the audience and consumption patterns evolution of programming strategies and channel branding: BROADCASTING NARROWCASTING




Digitalisation

Televisiontransforms

Technology

Content Production

Market

Users / Reception




Due to Digitalisation, Television is transformed as:

• Social Mass Media

• Economic, Cultural and Political Agent

That should be reallocated within society considering:

Convergence / Globalisation / Information Society





“New” research questions / topics:• Objectives and functions of TV as a social

communication media• Role of the Public Service• New articulations of the public sphere• Promotion of culture and national identities• Access to contents, to markets• Universal service• Etc…




How do Public Institutions / the State act / influence on these questions?

Legislation

Public Policy




Two approaching ways:

European Union

Member Statesdependent / complementary / coordinated




Limiting the research scope:

What am I interested in?

• How Digitalisation transforms TVSelection and interconnection of topics / theoretical background

• How the Public Power influences on this process

Dynamics between Europe and Member States




Starting the research:

SPAINLegislation

Market

Reception / users

• Approach to the technical field of DTV

• Exploration of theoretical background

EUROPE



“Digital Television and European Audiovisual Policy”

Analysis of the measures addressed to foster the implementation of DTV. Design of a protocol to

evaluate its situation in the Member States of the European Union.


pre-Thesis dissertation:

July 2004




pre-Thesis dissertation:Review of the European legislation and policies related to Digital TV (direct / indirect way)

80’s: • Content Regulation

• International broadcasting

• Legitimacy of UE

90’s: • Liberalisation of markets

• Convergence / tech. standards

• Introduction of DTV

2000 - 2003: • Regulatory Framework: from Convergence to Info Society

• Public Service, universal access and protection of consumers

• Business models and competition

• Infrastructures: interconnection and interoperability

• Household equipment: compatibility and connectivityRoberto Suárez Candel | Universitat Pompeu Fabra Barcelona, Spain.




• WTO GATS negotiations

• European Enlargement

• International cooperation

• Council of Europe





Identification of a Strategic Plan for the implementation of DTV within the EU




pre-Thesis dissertation:RESULTS:

• Regulation

• Politics & Institutions

• Business & Industry

• Users

4 frameworks





EU’s Strategic Plan for DTV

EU’s evaluation policy

• Regulation



• Users

European Union

Member States

EVALUATION PROTOCOL





EVALUATION PROTOCOL

EU

Member State

Member State

Coordination

Transposition

Comparison

Methodological Tool



“Digitalisation and transformation of the Television in the context of the European Union.”Design and implementation of an analysis and evaluation protocol for the national migration plans towards the Digital Terrestrial Television (DTT).




Thesis Structure:

I. Digitalisation and Television

II. Digital Television in the EU

III. Evaluation protocol for the implementation of DTT in the Members States of EU

IV. Comparative study cases: Sweden & Spain

V. Conclusions

in progress

done

to review

in progress

to do





Focus on Digital Terrestrial Television (DTT)

• It’s the natural evolution of the European Public Broadcasting Systems.

• Each Member State is developing its own migration plan.

• It will force users to change their way of watching TV.



2. Research in Sweden.

Period: August – December 2004

Objectives:

Implementation of the protocol

Gathering documents

Interviewing Authorities / Players

DRAW A MAP OF THE ROLL OUT OF DTT IN SWEDEN




Why Sweden?

• With UK, Spain and Finland, it’s been one of the first MS in the EU to deploy DTT.

• The process has been driven by public authorities and PBS.

• Wide Digital TV environment: Cable / Sat / DTT.

• Particular characteristics of Sweden.




• Institutionen för Journalistik, Medier och Kommunication (JMK), Stockholms Universitet

• Radio och Television Verket

• Digital Television Kommissionen

Advisors:




• Public Broadcaster: SVT• Commercial Broadcasters: CanalDigital, Viasat,

UPC, Comhem, Boxer.

• Nordicom

• Nordig

• Kulturdepartamentet / Sveriges Riksdag• Teracom

Sources of Information:



3. Preliminar Results.

Situation of DTV in Sweden:

TV reception

38%

20%

42%

TerrestrialSatelliteCable

Aprox. 4.2 million of households

11 million of Tv sets

DTV penetration

27%

73% Digital TVAnalogue TV

Source: Pelle Merberg, Teracom

DTV penetration

73%

4%16%

7%Analogue TVDTV CableDTV Sat.DTV Terres.




Situation of DTV in Sweden:Aprox. 4.2 million of households

11 million of Tv setsTV reception

38%

20%

42%

TerrestrialSatelliteCable

(270.000)

(650.000)(180.000)

Source: Pelle Merberg, Teracom





0 5 10 15 20 25 30 35

Digital tv-mottagning

Digital -tv-mottagning Kopplat in returkanal någon gång Kopplat in returkanal igår

November 2004

31.5%

2.7%0.2%

31.5%

2.9% 0.1%

OKT2004

NOV2004

Source: MMS

0 5 10 15 20 25 30

Digital tv-mottagning

Digital -tv-mottagning Kopplat in returkanal någon gång Kopplat in returkanal igår

April 2004

28.1%

3.8%0.2%

30.3%

3.3% 0.2%

MARS2004

APRIL2004





Wide Offer

Cable Satellite Terrestrial

29 Kr/m

29 Kr/m

99 Kr/m

189 Kr/m 159 Kr/m

270 Kr/m261 Kr/m225 Kr/mSP

AI

N




Situation of DTT in Sweden:

• 1997 Parliament decides the introduction of DTT.

• 1999-2000 gradual introduction (5 areas)

• 2001 Budget Bill Coverage 98%

• 4 licensing procedures

• 5 Multiplex

• Evaluation reports from DTV Committees (SOU)

• Migration Plan + 1st regional switchover




Situation of DTT in Sweden:Source: Pelle Merberg, Teracom




Implementation of the Evaluation Protocol

• Regulation



• Users

4 frameworks



3. Preliminar Results.Implementation of the Evaluation Protocol

I. REGULATION

• How does the Legislation configure the media market?

• Are its scope and definitions flexible and wide enough?

• Is the legislation ready to face the convergence process?

• How has the European normative been transposed?

• How has Sweden developed the European policies?




I. REGULATION1. Definition of the broadcasting system

2. Fundamentals for the broadcasting service

3. Legal treatment for pay-tv services

4. Legal treatment for audiovisual content and services

5. Competition and pluralism

6. Transposition of EU’s normative

7. Development of EU’s normative




I. REGULATION

Radio och Television Act (1996:844)

Needs to be amended to include new services and to develop DTV.

Different treatment of content by broadcasting supports conflicts

Complemented by special conditions in licenses




I. REGULATION

• Protected schedules / content Who is responsible for?

• Promotion of national / European content

• Advertisement limitations / new techniques

• No special measures for pay-tv / no control of retail fees

• No special measures for ownership




I. REGULATION

Transposition of EU’s directives: Without problems

D 95/47 CE TV signal standards 1998:32

D 2002 (Com. Elec.) 2003:389

Sweden has proposed an amendment to the D 89/552 TWF Allocation of companies.




I. REGULATION

Development of legislation / policies:

Radio och Television Verket

1998:01 Transmission Standards

1998:02 Receivers sets

1998:03 Conditional Access for DTV




II. POLITICS - INSTITUTIONS

Role of the Government and other public institutions over the implementation process of DTT

Functions of the several institutions and coordination between them





1. Legislation: designing and passing

2. Law implementation

3. Broadcasting licenses and authorisations

4. Market competition and pluralism control

5. Industrial and technological policies

6. Analogue-digital migration process





Government Parliament

DTV Committees

DTV Commission

Kulturdepartamentet

Radio & Tv Verket

Broadcasting Commission Konsument Verket

KonkurrensVerketPost&Telestyrelsen

Chancellor of Justice




III. Business – Industry 1. Migration Plan

2. Infrastructures Plan

3. Domestic Equipment

4. Content and services offer

5. Plan for content industry support

6. Plan against piracy

7. International cooperation




III. Business – Industry

2003 2004 2005 20072006 2008

DDT bill on switchover 2002/03:72

Parliament Decission: DTT Network 99’8%

MUX 1 till 98%

Information campaign 1st switchover

National Switchover

Local / National Info Campaing

1st Switchover Q3-Q4 2005: Gotland, Gävle, Motala/Linköping

X

Switchover completed

MIGRATION PLAN




III. Business – Industry Source: Pelle Merberg, Teracom




III. Business – Industry • Cost of increasing the DTT coverage till 99,8% financing

• Benefits of a short migration plan

• Must carry conditions political debate / redefinition / copyright

• Support to MHP Nordig | Migration plans others APIs??

• Public Fee redefinition

• International Cooperation: Nordic countries, EPRA, NRAs




IV. Users

1. Segmentation of population depending on attitudes

2. Education and information

3. Expenditure to be afforded by the users

4. Migration plans carried put by commercial op.

5. Cultural variables




IV. Users • DTV Commission Attitudes study + Info

Campaign

• Expenditure market strategies, no incentive plans

• Positive attitude towards DTV but still weak to interactivity

• Good results in Information Society indicators

• But it’s necessary to go in deep this framework




• The protocol should be amended in several points.

• Questionnaires to DTV broadcasters

• Useful as methodological and comparative tool

• Interesting comparative results with Spain

• Sweden has really perspectives to be successful in the migration towards DTV.



4. Debate

Current affairs:

• Combobox by CanalDigital

• Must carry debate

• Implication of Public Broadcaster

• Public Fees


Tack så mycket!

Roberto Suárez Candel

Universitat Pompeu Fabra

Barcelona, Spain.

[email protected]

the road to digital television in sweden: state of the art and methodological tools for comparative...

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