the ebu digital strategy group. continuing our contract with the people david wood ebu

The EBU Digital The EBU Digital Strategy Group.Strategy Group.Continuing our contractContinuing our contractwith the peoplewith the people

David Wood EBUDavid Wood EBU

No 1: Don’t believe the hype…No 1: Don’t believe the hype…

• but don’t ignore it either.but don’t ignore it either.

• Hype is similar to a ‘stereotype’. It is Hype is similar to a ‘stereotype’. It is usually based on some degree of truth. usually based on some degree of truth.

• New media add to, but do not replace New media add to, but do not replace older media.older media.

No 2: There are three cardinal No 2: There are three cardinal rules for public service rules for public service broadcastersbroadcasters

• DefineDefine your role your role

• CommunicateCommunicate your role your role

• Regularly Regularly ReviewReview your role. your role.

No 3: We need to try to No 3: We need to try to measure success using ‘public measure success using ‘public value’value’• To what extent is the world a better To what extent is the world a better

place because of what we do? place because of what we do?

• Success should be measured not Success should be measured not entirely by what happens on the screen, entirely by what happens on the screen, but also by what happens afterwardsbut also by what happens afterwards

No 4: There are four pillars of No 4: There are four pillars of public service mediapublic service media

• UniversalityUniversality

• Editorial IndependenceEditorial Independence

• AccountabilityAccountability

• High Programme Values.High Programme Values.

No 5: Public service No 5: Public service broadcasters need to be on ‘all broadcasters need to be on ‘all significant platforms’significant platforms’

• Reach is a measure of the success of the Reach is a measure of the success of the public service mission.public service mission.

• Reach can only be achieved by ‘following the Reach can only be achieved by ‘following the people’.people’.

• People must find public service media where People must find public service media where theythey are - not where we or politicians find it are - not where we or politicians find it convenient.convenient.

No 6: Digital radio and TV will No 6: Digital radio and TV will only be successful if there are only be successful if there are new programme channels new programme channels

• Better quality and ease of use are welcome - Better quality and ease of use are welcome - but they alone are not enough. but they alone are not enough.

• Archives and repackaging can make new Archives and repackaging can make new channels inexpensive.channels inexpensive.

No 7: Podcasting is more No 7: Podcasting is more significant than it lookssignificant than it looks• It is a new ‘paradigm’. It by-passes the It is a new ‘paradigm’. It by-passes the

broadcasters and the network operator. broadcasters and the network operator. • ITunes dominates the market, and Apple may ITunes dominates the market, and Apple may

become extremely powerful.become extremely powerful.• The popularity of podcasting may tell us The popularity of podcasting may tell us

something about our own services…something about our own services…

No. 8 It is not clear which No. 8 It is not clear which kind of broadband will win….kind of broadband will win….

• Broadband is just a ‘pipe’ through which Broadband is just a ‘pipe’ through which media flows.media flows.

• IPTV networks are ‘walled gardens’ paid IPTV networks are ‘walled gardens’ paid for by subscriptionfor by subscription

• Open Internet is not. Open Internet is not. • Both IPTV and Open Internet can Both IPTV and Open Internet can

provide interactive TVprovide interactive TV• Who will win? Who will win?

No 9: There are two ways to No 9: There are two ways to organize you companyorganize you company• Programme production according to channels.Programme production according to channels.• Programme production according to genres.Programme production according to genres.• Each has advantagesEach has advantages• The second is gaining momentum.The second is gaining momentum.

No 10: PSBs must lead the No 10: PSBs must lead the national funding debatenational funding debate

• The value of spot advertisements may The value of spot advertisements may diminish in the years ahead. diminish in the years ahead.

• Government grants may be a Trojan Government grants may be a Trojan horse.horse.

No 11: The Director General No 11: The Director General must be the first to say “we are must be the first to say “we are a cross media organization”a cross media organization”

• Changing to an IT-based, cross media Changing to an IT-based, cross media organization is challenging but necessary. organization is challenging but necessary.

• The greatest problems are often changing The greatest problems are often changing attitudes and practices – the staff dimension.attitudes and practices – the staff dimension.

No 12. The steps to the No 12. The steps to the futurefuture

• Discovery technologyDiscovery technology: search engines, EPGs, : search engines, EPGs, Programme alerts, ‘try this’, e-mail, bookmark, Programme alerts, ‘try this’, e-mail, bookmark, blog,blog,

• Cross Media technologyCross Media technology: cross media, photo : cross media, photo galleries, downloadable, applications, quizzes, galleries, downloadable, applications, quizzes, links, video gallerieslinks, video galleries

• Participation technologyParticipation technology: commenting, voting, : commenting, voting, recommending, discussing, community.recommending, discussing, community.

• Creation technologyCreation technology: making music, making : making music, making video, remixing, bloging, media literacy.video, remixing, bloging, media literacy.

The ‘to do’ list….The ‘to do’ list….• Share knowledge on ‘public value’ – what it is, Share knowledge on ‘public value’ – what it is,

and how can it be measured? and how can it be measured? • Share knowledge on company organization - Share knowledge on company organization -

what works/fails?what works/fails?• The EBU should prepare ‘good practice’ The EBU should prepare ‘good practice’

guides on new media such as IPTV guides on new media such as IPTV broadband, iTV, podcasting, mobile TV, DAB, broadband, iTV, podcasting, mobile TV, DAB, HDTV. HDTV.

The ‘to do’ list….The ‘to do’ list….

• Develop strategies to cope with emerging Develop strategies to cope with emerging environment for spot advertising.environment for spot advertising.

• Develop a strategy for broadcasting to PVRs and in-Develop a strategy for broadcasting to PVRs and in-home networkshome networks

• Evaluate the future impact of ‘user generated Evaluate the future impact of ‘user generated content’. content’.

• Evaluate the future relationship of broadcasting to Evaluate the future relationship of broadcasting to games and d-cinemagames and d-cinema

To sum it up..To sum it up..Change is permanent.Change is permanent.

‘‘Management for change’ is Management for change’ is needed.needed.

Thank you for your attentionThank you for your attentionDavid Wood EBUDavid Wood EBU

Skypename: davidinnov Skypename: davidinnov