Adopt dtv looms-aso-dso_portugal_mar2011

A transição para a televisão digital terrestre

Experiências de Dinamarca

Peter Olaf Looms

2 de Março de 2011

Wednesday, March 2, 2011

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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?

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


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1997


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1998


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1999


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2000


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2001


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2002


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2003


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2004


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2005


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2006


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2007


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2008


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2009


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2010


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TrendsA. Mainly step-by-step, region-by-region


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TrendsB. “The Big Bang” strategy

only in small countries


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TrendsC. Mobile TV has not been a “killer app”

DVB-H and DMB-T lack a good business model


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


Denmark - basic stastistics

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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


Analogue to digital in Denmark

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April 2006 digital starts (1 mux)28% - terrestrial TV for main TV set49% - terrestrial TVfor 1st or following sets

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


Channels in Eastern Denmark

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“The Danes and the Digital TV Signal”

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Terrestrial television in Denmark(main television set)

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The Danish campaign - who did it target?

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From general awareness to vulnerable groups

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

Everyone Vulnerable groups


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.

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Everyone

The messages of the 4 sub-campaigns

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

Awareness Information Call to Action Call to Action

Analogue TV is going to

be switched off

Do you risk not being

able to watch

television?

You can get help about

the new digital TV

signal here.

Do you risk not being

able to watch

television from

Sunday onwards?


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:

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

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Target audience Question(KPI, Key Performance Indicators)

Situation as of October 2008 (i.e. ASO minus 12 months)

Whole population A. have you heard that the analogue TV signal will be switched off on October 31 2009?

61%

Whole population B. Do you know whether the main TV in your home will be affected by analogue switch-off?

36%

Households expected to be affected (49%)

C. Is your home ready for the digital TV signal?

N.A.


Digital terrestrial TV stakeholders

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TV industry Government bodies

Municipalitiesand NGOs

Consumer Electronics

Manufacturers and Retailers


Networking and awareness

Central Decentral Distributed

Campaigns Local information Family/Friends Volunteers

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Flyers to mobilise everyone

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From the general to the specific

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Consumer Electronics Industryincluding Retailers

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Also advertising the day after

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Web siteAbout 400,000 unique users

Also moderated discussion forum

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Call Center and Hotline15,000 calls, 6,500 before analogue shut-off

(less than anticipated)

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What did it all cost?

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Budget item % of total

Cost (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


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Results: DTT in Denmark and Sweden

Aware of analogueswitch-off

(all households)

Will be affectedbut ready for digital

switch-over49% of households)

Know whether theywill be affected by

analogue switch-off(all households)

Denmark 17 monthsSweden


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Results: DTT in Denmark & switch to natural gas in Copenhagen

Aware of analogueswitch-off

(all households)

Will be affectedbut ready for digital

switch-over49% of households)

Know whether theywill be affected by

analogue switch-off(all households)

Switch to natural gas


Buy digital equipment

Check equipment

Networking

Awareness

General stages from awareness to action

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0

25.0

50.0

75.0

100.0

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


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

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Digital TV and e-inclusion

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Opensubtitles

Audiodescription

Signing

Livesubtitles

Audiosubtitles

SpokenEPG



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Awareof existence

New userof service

Satisfieduser

AccessServices

Awareness is not enough.

Other KPIs are needed includingUse and

Satisfaction



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AccessServices

Digital Terrestrial Televisionis one option for complying with

the UN Convention and the EU Audiovisual Media Services Directive


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Obrigado!


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Contact particulars

Peter Olaf LoomsDR, Danish Broadcasting Corporation

Strategy & ProjectsDR-ByenEmil Holms Kanal 20DK-0999 Copenhagen CDENMARK

E: [email protected]: +45 51 56 75 46


mailto:[email protected]

mailto:[email protected]

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Uso actual de las frecuencias

Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquiciaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros

Source: OFCOM, UK December 2006


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Los usos de las frecuencias al fenecer transmisiones analógicas

Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquiciaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros

?



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Los usos de las frecuencias al fenecer transmisiones analógicas

Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquisiaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros

?



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Los usos de las frecuencias al fenecer las transmisiones analógicas

Digital dividendDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other


Más canales?

Mejor imagen y calidad de sonido?

TV móvil?

Acceso móvil a banda ancha

(WiMax)?


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Más canales?


TV móvil?


(WiMax)?


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Más canales?


TV móvil?


(WiMax)?


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Más canales?


TV móvil?


(WiMax)?


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More ChannelsBetter qualityMobile TVMBA/WiMAXDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other


Más canales?


TV móvil?


(WiMax)?

Qué balance?


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Escenarios en Inglaterra


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