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Traditional Broadcaster in TransformationInternational Bar Association IBA
Annual Conference Vienna 2015, 6th October 2015Session “On demand and streaming content vs broadcasting
- the next great disruption?”
Janne Holopainen, Media Regulation Manager,
Yle - Finnish Broadcasting Company [email protected]
Janne Holopainen
Introduction
• Yle, the Finnish Broadcasting Company,Finland's national public service media company. See more http://yle.fi/aihe/artikkeli/2014/12/31/yle-nutshell
• My professional background: telecom network and av-media delivery businesses last 20 years
Scope of presentation
• “Traditional Broadcaster” covers both • publicly funded Public Service Media companies and • commercial tv-broadcasters
• Finnish perspective,also applies to other Nordic countries
• Focus in video delivery to audience• Note: video = all video content types, incl. tv-content
5.10.2015 2
Janne Holopainen 3
Overview of video content value chainin broadcasting
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
5.10.2015
End-user
To earn:
audience attention and time spending (ad-funded and publicly funded media content)
To earn:
usage fees (pay-tv & other chargeable media content)
Business goals of video content providers,incl. Traditional Broadcasters:
Janne Holopainen 4
The position of Traditional Broadcaster in the value chain
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
IN BROADCASTING NETWORKSTraditional Broadcaster Broadcaster
/Network op.Pay-tv-operator TV- & STB-
manufacturers
5.10.2015
End-user
Janne Holopainen 5
The position of Traditional Broadcaster in the value chain
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
IN BROADCASTING NETWORKSTraditional Broadcaster Broadcaster
/Network op.Pay-tv-operator TV- & STB-
manufacturers
Scarce resource=> bottle-
neck
Gatekeeperposition
5.10.2015
End-user
Monopolistic during analogue TV period,
until Cable-TV, Direct To Home Satellite-TV & Digital Terrestrial TV,
- currently still oligopolistic
Janne Holopainen 6
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Broadbandnetworks
5.10.2015
Janne Holopainen 7
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Linear tv-channels
Broadbandnetworks
5.10.2015
Janne Holopainen 8
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Linear tv-channels
Broadbandnetworks
5.10.2015
Janne Holopainen 9
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Linear tv-channels
VHSPVR i.e. DVR
Broadbandnetworks
5.10.2015
Janne Holopainen 10
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Linear tv-channels
VHSPVR i.e. DVR
Broadbandnetworks
Network-PVR
Catch-up of linear tv-channels
VOD-catalogues
Personal video playlists
5.10.2015
Janne Holopainen 11
Video delivery networks vs. Video offering / consumption concepts
Offering / consumption concepts
Linear i.e. program scheduled
Video on demand, VOD
Delivery networks
Broadcastingnetworks
Linear tv-channels
VHSPVR i.e. DVR
Broadbandnetworks
Streaming of broadcasting tv-channels
Streaming of single events
”Internet only” tv-channels
Network-PVR
Catch-up of linear tv-channels
VOD-catalogues
Personal video playlists
5.10.2015
Janne Holopainen
Ongoing changes in video consumption habits
1) The speed of the change from linear video consumption to VOD is difficult to estimate exactly
• Direction of change is clear, speed of change may vary in future• New discontinuation phenomena are possible
• Earlier: Impact of smartphones and tablets on av-media consumption,In future perhaps virtual glasses & augmented reality?
2) Demand for linear video channels will continue• Total viewing minutes of linear tv-channels will decrease,
but peak viewing will remain high• Cultural & commercial importance of live events, incl. sports
• Number of linear tv-channels will decrease• Advertising revenues from linear tv-channels vs. VOD-content?• Consumer willingness to pay for linear pay-tv channels vs. VOD-
content?
3) Video usage behaviour will further polarize while older generations will remain with linear tv-channels and younger generations will mostly shift to VOD-viewing
5.10.2015 12
Janne Holopainen 135.10.2015
15% 19%
Janne Holopainen 14
The position of Traditional Broadcaster in the value chain
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
IN BROADCASTING NETWORKSTraditional Broadcaster Broadcaster
/Network op.Pay-tv-operator TV- & STB-
manufacturers
Scarce resource=> bottle-
neck
Gatekeeperposition
IN BROADBAND NETWORKSContent production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
User-interface & personalization
User device & consumption
5.10.2015
End-user
Janne Holopainen 15
Traditional Broadcaster transforming to Video content provider
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
IN BROADCASTING NETWORKSTraditional Broadcaster Broadcaster
/Network op.Pay-tv-operator TV- & STB-
manufacturers
Scarce resource=> bottle-
neck
Gatekeeperposition
IN BROADBAND NETWORKSContent production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
User-interface & personalization
User device & consumption
Traditional Broadcaster transforming to Media content provider
Broadband network
operators
Media content provider
Devicemanufacturers
5.10.2015
End-user
Janne Holopainen 16
Traditional Broadcaster transforming to Video content provider
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
IN BROADCASTING NETWORKSTraditional Broadcaster Broadcaster
/Network op.Pay-tv-operator TV- & STB-
manufacturers
Scarce resource=> bottle-
neck
Gatekeeperposition
IN BROADBAND NETWORKSContent production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
User-interface & personalization
User device & consumption
Traditional Broadcaster transforming to Media content provider
Broadband network
operators
Video content provider
Devicemanufacturers
Several other video providers
5.10.2015
End-user
Fierce competition on audience attention
Source of user
behaviour data
Janne Holopainen 17
Overview of video content value chain - currently
Content production
Content financing & commissioning
Content aggregation & publishing
Delivery networks
Customer management & invoicing
User device & consumption
5.10.2015
End-user
To earn:
audience attention and time spending (ad-funded and publicly funded media content)
To earn:
usage fees (pay-tv & other chargeable media content)
Business goals of video content providers,incl. Traditional Broadcasters:
In present-day video content market also several other players are striving for same audience attention and usage fees, incl. - broadband network operators, - ”general use” video platforms (YouTube, Facebook etc.)- marketers of consumer products (e.g. Red Bull)
Janne Holopainen 18
Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services
2017 2020 20232014
1 m
2 m
3 m
4 m
Yle daily tv-reach3.5 - 4 m
5.10.2015
Janne Holopainen 19
Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services
2017 2020 20232014
1 m
2 m
3 m
4 m
Estimated daily reach of Yle broadcasting TV-channels
Yle daily tv-reach3.5 - 4 m
5.10.2015
Janne Holopainen 20
Estimated reach of Yle broadcasting TV-channels and pursued reach of Yle on-line services
2017 2020 20232014
1 m
2 m
3 m
4 m
Pursued daily reach of
Yle on-line services
Estimated daily reach of Yle broadcasting TV-channels
Yle daily tv-reach3.5 - 4 m
5.10.2015
Janne Holopainen
Traditional Broadcaster transforming to Video content provider
Yle goal: To maintain its relevance for entire Finnish audience despite the changes in media consumption
Þ Focus of Yle media publishing is shifting to internet• An intensive migration to a “web & mobile first” publishing ongoing
Þ Most important goal in the field of media delivery:• Secure sufficient broadband networks capacity to enable video delivery to
entire nationwide audience simultaneously• Both in fixed and mobile broadband networks
Þ Shift from a broadcaster to a video content provider has also a lot of other impacts on Yle • content creation & acquisition and • aggregation & publishing.
5.10.2015 21