Project Management and Production of Digital Content PDI E2005 Room 4A.16

1. Project Management and Production of Digital ContentPDI E2005Room 4A.16 Session 8 25 October 2005 Peter Olaf Looms Tine Sørensen

2. 17:00-18:00 18:00-18:10 18:10-19:00 19:00 -19:10 19:10-20:50 20:50 -21:00 lecture (COPE) Break lecture (Localisation) Break Case 2; group work (planning) Evaluation of session 8; introduction to session 9 Today’s programme - COPE & Localisation

3. Contents of the lecture • We will take a closer look at: • COPE (=Create Once, Publish Everwhere) • Media supply • Media Demand • Convergence and the Media Industry • Vertical and Horizontal Integration • Cross Platform and Cross Media • Production and Distribution Strategies and COPE • Localisation • What is it? • Localisation in relation to, say, internationalisation • Localisation - Why? • Localisation - How? • Localisation - Cost structure?

4. Media - Supply Side

5. Media - Supply Side

6. Media - Demand

7. Media - Demand More than half of the world’s population still see on average about 3 hours of television a day

8. 2.What are the key underlying trends?

9. Individualisation • TV: what and when the viewer wants... • ...ultimately anything, anytime, anywhere and on any device Key trends • Us  Me • Convenience

10. Viewing on your own TIME SHIFT ”When you want” ON DEMAND ”What you want When you want” The viewer can take a decision after release The viewer takes a decision before release Viewing with others

11. Podcasting On Demand (PC/mobile) Viewing on your own Handheld PVR PSP/Handheld Mediacenter PSP/Handheld Mediacenter The viewer takes a decision before broadcast The viewer can take a decision after broadcast Mediacenter Mediacenter PVR Network-PVR On Demand FastWeb Viewing with others

12. Collective business models: Advertising Subscription Public Service State funding Licence Fee Mixed models LOW RISK CONTENT DIVERSITY Key trends

13. Collective business models: Advertising Subscription Public Service State funding Licence Fee Mixed models LOW RISK CONTENT DIVERSITY Individual business models: Pay Per View (PPV) Pay Per Play (PPP) Pay As You Go HIGHER RISK MAINSTREAM CONTENT Key trends

14. Key trends • Individualisation • Demographics - more elderly and kids (although not Hong Kong!)

15. Key trends • Individualisation • Demographics - more elderly and kids • Globalisation

16. Key trends • Individualisation • Demographics - more elderly and kids • Globalisation • Digitalisation

17. Key trends • Individualisation • Demographics - more elderly and kids • Globalisation • Digitalisation • Fragmentation

18. Key trends • Big growth in supply of content • Modest growth in consumption (hours per week) • Consumption spread over more channels/sites • Channel/site share under pressure • Need to be most cost-effective (more content for less) • Individualisation • Demographics - more elderly and kids • Globalisation • Digitalisation • Fragmentation

19. Key trends • Individualisation • Demographics - more elderly and kids • Globalisation • Digitalisation • Fragmentation • Convergence

20. Convergence Divergence

21. But what is converging?

22. Convergence From here.... Each media has All media on the its own device the same device

23. We forgot the mobile phone! Convergence in 1998 From here.... Device convergence Each media has All media on the its own device the same device

24. Convergence debate today From here.... Television Radio Internet Telephone Each medium has All media on the its own network the same network

25. Convergence debate today From here.... Network convergence Television Radio Internet Telephone Each medium has All media on the its own network the same network

26. Channels and services Device convergence Device divergence Network convergence Media convergence Market convergence Regulatory convergence Convergence: a layer cake...

27. Key trends • Individualisation • Demographics - more elderly and kids • Globalisation • Digitalisation • Fragmentation • Convergence • New/rebranded players

28. What are the implications for producing and distributing digital media and services?

29. Classical Value Chain in Publishing Intellectual Property Rights Production of content of metadata Distribution Retail Reader Book

30. Classical Value Chain in Publishing Vertical integration Intellectual Property Rights Production of content of metadata Distribution Retail User Book Intellectual Property Rights User Web-site Production of content of metadata Distribution Billing Intellectual Property Rights User CD Production of content of metadata Distribution Retail Intellectual Property Rights User Handheld Device Production of content of metadata Distribution Billing

31. Classical Value Chain in Publishing Horisontal concentration Intellectual Property Rights Production of content of metadata Distribution Retail User Book Intellectual Property Rights User Web-site Production of content of metadata Distribution Billing Intellectual Property Rights User CD Production of content of metadata Distribution Retail Intellectual Property Rights User Handheld Device Production of content of metadata Distribution Billing

32. DVB-T IPTV ADSL DVB-S IPTV FTTH T-DMB DVB-C P2P 802.11 DVB-S2 DVB-H podcasting From analogue to digital TV - many platforms! Analogue TV

33. Intellectual Property Rights Intellectual Property Rights Intellectual Property Rights Intellectual Property Rights Intellectual Property Rights Intellectual Property Rights Intellectual Property Rights Production of content of metadata Production of content of metadata Production of content of metadata Production of content of metadata Production of content of metadata Production of content of metadata Production of content of metadata Aggregation into Channels or Services Aggregation into Channels or Services Aggregation into Channels or Services Aggregation into Channels or Services Aggregation into Channels or Services Aggregation into Channels or Services Aggregation into Channels or Services Aggregation Into Packages Aggregation Into Packages Aggregation Into Packages Aggregation Into Packages Aggregation Into Packages Aggregation Into Packages Aggregation Into Packages Contribution Contribution Contribution Contribution Contribution Contribution Contribution Distribution TDC Distribution VIASAT (OpenTV) Distribution TDC (OpenTV) Distribution DigiTV MHP TV-Anytime Distribution FTH TDC Distribution Canal Digital MediaHiway Distribution DigiTV MHP User Access CA User Access Free-To-Air User Access Free-To-air User Access DSL/FTTH User Access CA User Access CA User Access DSL/FTTH User Device DVB-S + TV screen User Device PVR + TV screen User Device DVB-S + TV screen User Device DVB-T + TV screen User Device TV over IP + PC screen User Device TV over IP + TV screen User Device DVB-C + TV screen Convergence: strategic responses (1)

34. Convergence: strategic responses (1) COPE Create Once Publish Everywhere Production Strategy for Content and Metadata CROSS PLATFORM DELIVERY Strategy (Media Convergence)

35. Convergence: strategic responses (2) Intellectual Property Rights Production of content of metadata Distribution Retail User Book Intellectual Property Rights User Web-site Production of content of metadata Distribution Billing Intellectual Property Rights User CD Production of content of metadata Distribution Retail Intellectual Property Rights User Handheld Device Production of content of metadata Distribution Billing

36. Convergence: strategic responses (2) CROSS MEDIA Delivery Strategy CROSS MEDIA Production Strategy for Content and Metadata

37. Content is King It is not enough to have good content... Towards user-centric media

38. Content is King It is not enough to have good content... Context is Queen Towards user-centric media

39. Context is Queen We need to understand user needs and the physical and social setting of media use Towards user-centric media

40. Examples Mobile audience segments Active users SMS Intensive technology buffs 28% 10% Advanced Phone Basic Phone 22% 40% Technology ignoramus Basics = ? = ? Passive Users Source: Gallup Telecom Index 3 kvt 2004 Base: Har personligt mobiltelefon

41. Mobisodes GRPS EDGE UMTS 4G DVB-T DVB-H T-DMB Media-FLO Examples Video for handhelds 802.11

42. GRPS EDGE UMTS 4G DVB-T DVB-H T-DMB Media-FLO Examples Video for handhelds Sport highlights 802.11

43. GRPS EDGE UMTS 4G DVB-T DVB-H T-DMB Media-FLO Examples Video for handhelds ...or just TV? 802.11

44. PPV Subscription Free-to-air (licence) Free-to-air (sponsored) Examples Video for handhelds ...or just TV? Business Models and Price Elasticity are critical for...

45. Localisation

46. Overview • Localisation-what is it? • Localisation in relation to, say, • internationalisation • Localisation - Why? • Localisation - How? • Localisation - Cost structure?

47. Localisation - what is it?

48. Geographical area to be covered GLOCAL? Municipality District State Country Continent World LOCAL GLOBAL

49. Internationalisation: The process of designing and developing (or re- engineering) an application so that it can be adapted To various locales without software engineering changes 2 terms: Localisation and Internationalisation Localisation: The process of preparing a software application And the supporting documentation and packaging For specific target languages and cultures through translation and cultural adaptation

50. Localisation - why bother? • For some services and media, no change is needed • (e.g. the Schweppes advertisements) • http://www.tigers-animal-actors.com/commercial/commercial.html • In other cases, a lack of customisation results in lower revenues.