Convergence, media regulation and policy 　匯流、媒體規管與政策

甄美玲2010　春

媒体规管与政策

Outline Convergence

Technologies? Changes brought about?

Media policy and regulation Relationship between media policy and

technologies Two major issues in the information age:

Convergence and deregulation Considerations Who are the players? (stakeholders 持份者 ) and

their relationship Regulation versus de-regulation Trends of regulation?

媒体规管与政策

Convergence 融合 /滙流

What does convergence mean? Convergence in: Media (media platform) Tools/devices Technologies Markets (and corporate structures) Policy and regulation

媒体规管与政策

Technology 科技

What technologies? Convergence in telecommunications,

broadcasting, computing Role of technology? 帶來的改變和影響 In changing the media In changing the market In changing the regulatory model How decisive? 是否起決定作用 ? Technological determinism (有學者認為科技是最關鍵的因素 )

媒体规管与政策

科技發展歷程

科技融合

Technologies and convergence

What major technological changes have brought about convergence? (什麼科技發展帶來融合 ?)

Previously: Analogue transmission (以前 : 模擬傳輸技術 )

Now: digital communication (現在 :數字傳輸技術 )

媒体规管与政策

Analogue communication模擬傳輸

Information is sent in the form of continuously varying signals that

correspond to the fluctuations of sound and light energy originated by the source

Telecommunications and mass communications used natural analogue signals for transmission of sound and images Before transmission these signals are

converted into electrical signals. At the receiving end, they are converted

back to analogue signals

媒体规管与政策

Digital communication數字傳輸

Conversion of sound, picture, and text into computer-readable formats

signals are chopped into small pieces called bits, consisting of ones and zeros, that carry information in encoded form

Because voice, text, data, image and video are indistinguishable form one another when encoded as bits, networks can carry content without being aware of its nature.

This permits any medium to be a conduit for any type of content or service, subject only to limitations imposed by bandwidth.

From Hukill (2000) Electronic Communication Convergence

媒体规管与政策

Digital communication

Advantages 優點 Transmission quality is improved

digital signals are less susceptible to interference and distortion

Can use compression ( 　壓縮） digital and compression technologies

allow more channels to be carried

媒体规管与政策

Convergence and its impact on media (科技匯流對媒體的影響 )

Convergence is brought about by technological advances (科技發展帶來融合 )

Has huge impact on the forms of media (the delivery mode)

and the means of access to media (出現新的媒體種類和使用方式 )

how media content is gathered, compiled and generated (內容產生方法起變化 )

the market structure and ownership of the media (媒體市場結構和擁有權 )

Media policies and regulation have to be adjusted accordingly (媒體政策和規管要變更和配合 )

The old media (convention media or mass media) (舊媒體 /傳統媒體 )

One-sided communication (單向傳輸 ) e.g. press, radio and television one-to-many, point-to-multi-point broadcasting, gate-keeping, agenda-setting [telephone and telegraph: two-sided

communication of poor quality and limited function (cannot perform media function)]

Transmission: narrowband (窄頻 : 輸出量細 ) traditional cable (very limited transmission

capacity and functions) wireless (very limited spectrum of

frequencies)

The old media (convention media/mass media) (舊媒體 /傳統媒體 )

Contents (節目內容 ) centrally produced standardized information and

entertainment products distributed to large audience via

separate paths People divided into different groups

producers and consumers (節目製作人與受眾是完全兩批人 )

The new media (digital media/multi-media) (新媒體 /數字媒體 )

Technologically advanced forms two-sided or multi-lateral communication (多向 )

Interactive (互動 ) point-to-multi-point or point-to-point

Broadband transmission (寬帶 : 　 傳輸量大 ) cable (use optic fibre, can send voice, video and

data, communications can be two-way, i.e. interactive);

wireless: (more frequencies available, e.g. allow development of third generation (3G) telephone, more community radio stations)

The new media (digital media/multi-media) (新媒體 /數字媒體 )

May offer specialized services for relatively small audience (可提供分眾節目 ) 　 e.g. narrowcasting or even video on

demand Consumers can become producers or

publishers User-generated content (受眾參與製作 )

Media and regulation 媒體與規管　

Have broadcast media changed? 廣電媒體 (舊媒體 )跟以往是否一樣 ?

The Internet is new, has it changed over the years? 互聯網 (新媒體 )近年有否出現明顯改變 ?

How about regulatory considerations? 製定規管和政策時 ,考慮有否不同 ?

媒体规管与政策

Some more terms

Convergence (匯流／融合）versus fragmentation 　 分散）

Scarcity （稀少）versus abundance (大量）　 　 　

Consumers (消費者 ) versus citizens (公民 )

State (國家 /政府 ) versus market (市場 )

Regulation (規管 ) versus deregulation (放寬規管 )

媒体规管与政策

Media policy and regulation媒體政策與媒體規管　

Technology and media policy 　科技與媒體政策

Historically, technology has always been important 　 （科技從來是重要因素）

In the past three decades, big technological advances （過去三十年，通信科技發展迅速） Digital revolution and convergence

Will bring a network society Will bring about development and

opportunities

Technology: sum up in the term ‘convergence’

　 出現通信科技匯流

Technology and Policy科技與媒體政策

Media policy has always been important too 　 （ not technological determinism)

Media important for various reasons and the State has always had monitored

closely To avoid technological pitfalls

policies are important too In recent years, media policies are not only

about regulation but mainly about issues arising from

deregulation 科技並非主宰一切，政府決策同樣重要

尤其是堵塞和解決科技帶來的問題，或因應科技帶來的轉變 政策和手段包括了規管和放寬規管

Convergence　（規管應如何適應匯流）

Deregulation?　（應否和如何放寬規管）

Major issues （兩大議題）

Media policy and regulation in the Information Age

媒體、通信行業為何重要 ?

　媒體、通信行業和相關的基礎建設(infrastructure)

為何重要 ?歷史上 　在現今的資訊時代 (In the Information Age)

1) Promote economic growth and enhance national power (促進經濟發展，提升國力）

technological advances bring better communications systems which in turn

a) create new industries, new products, new ways of doing business

- b) provide more business and job opportunities

2) Enhance national defence 　 （提升國防能力）

3) Improve government efficiency 　（改善政府效率）

Telecommunications industry - Importance (I)電訊 /通信行業的重要性

4) Important to the public （對公眾的重要性）

a) 傳統上，媒體發揮三大功能：　 to inform, to educate and to entertain

b) 通信改善會帶來 　：- 較佳的個人通信- 　提供較佳的教育機會 distance- learning and

access to libraries, reduce illiteracy?- 　較多機會得到專業會診 expert medical advice?- 　較多的娛樂種類 more entertainment, richer

cultural life?- 　較大的個人自主 bigger personal autonomy?

Telecommunications industry- Importance (II)

Government (public sector)政府　（公共部門）

Private sector（私人企業等）

The public （公眾）

Policy Making – Players 　 決策參與者 　

Government*policy maker 　 （決策者）

*Regulator 　 （規管者）*service provider （服務提供者）

Private sector*service providers服務提供者

*policy makers決策者 ?

The public*consumers/citizens 　 公民／消費者*service provider 服務提供者 ? *policy makers決策者 ?

Players - Roles (I) 　 參與者的角色

Government*public intervention 　 干預

*participation? 參與

Private sector*participation*intervention?

The public*participation?*Intervention?

*At receiving end only?

Players - Roles (II) 　 參與者的角色

Government*public interest? 　 公共利益

*other considerations?

Private sector*profit making? 　 盈利

*pubic interest?*other considerations?

The public*self-interest?

*public interest?

Policy Making - considerations參與 者的考慮 (I)

•Is public interest important?

•How to define public interest? 　 如何界定？

•Who is to define public interest? 　 由誰來界定？

Policy Making - considerations參與者的考慮 (II)

Policy Making - considerations (III)

Deciding public interest -reference point?

-(考慮公共利益時 ,以什麼為依據 ?)

•Positive impact on economic

growth and national power

only?•Or will bring us what kind

of society (any opportunity

cost involved?)

•Industrial, corporate interest only? (企業利益 )•Or interest of the

community as a whole?(社會整體利益 )

政府製定政策時通常要考慮的因素

Development strategy (mainly economic) national defence national sovereignty (維護國家主權 ) cultural integrity (維護固有文化 )

social factors (e.g. social equality, social relationship)

citizens’ rights and freedoms impact on democracy international obligations (國際承略 )

Policy Making - considerations (IV)

Relationship between Government, private sector, the public (持份者的關係 )

Interactive (互動的 /相互影響 )

– good times - complementary, work in harmony

– bad times - strained relationship, try to prevail over others

Policy Making - Players (II)

Policy Making - approaches (I)

•How active should the government be in policy making?•(政府決策應多主動 ?)

•3 major approaches•(三種主要不同的看法 )

•Free market approach•(市場主導 /不干預 )

•Middle-of-the-road approach

•Interventionist approach•(政府應大力干預 )

* government should not intervene or regulate

* let market works freely* will bring keener competition, more

choice, higher quality, cheaper price* will benefit consumers

Policy Making - approaches (II)

Free market approach (the right)

Interventionist approach (the left)

* market simply does not work* government and the public sector should

play a major role * private sector should be heavily regulated

Policy Making - approaches (III)

Middle-of-the-road approach

market operations bring competitions and benefits

but there are market failures （市場沒發揮調節作用）　 as well private sector, not regulated, may pursue own interests

only small enterprises may not survive and give rise to

monopoly consumers will suffer

so government should intervene to enhance public interest （政府應介入，保障公共利益）

Policy Making - approaches (IV)

Traditional scene - west European countries (西歐傳統情況 )

Some industries too important to be left to the private sector

* industry important to national economy and defence (e.g. iron and steel)

* public utilities (supply of electricity, water, gas)* transport (railway, bus services)* telecommunications (telegraph, telephone)* electronic media (radio and television) national monopoly國營壟斷　 (operated or

controlled by government)

Traditional scene - the US(美國傳統情況 )

Most of these industries are owned and run by private sector

but regulated heavily by government effectively protected from

competition and operated as natural monopoly– 因行業的特性，出現所謂的自然壟斷

Regulatory trends and options規管的發展方向和選擇

State regulation(官方規管 )

Self-regulation by the industry

(行業自律 )

No regulation(沒有規管 )

Co-regulation(共同規管 )

De-regulation　放寬規管

Re-regulation(再規管 )

Since the 1970s: deregulation (自七十年代 :放寬規管 )

In the US: liberalisation/deregulation (i.e. less government

control on existing operators, allow newcomers ) all regulation gone? (no: anti-trust laws and other

regulations e.g. action against Microsoft, AOL-Time Warner merger)

In west European countries privatisation 私有化 (selling off national industries) liberalisation/ deregulation (fewer government

rules, rely more on market mechanism) all regulation gone? (no: re-regulation, tight-touch

approach)

Public sector vs. Private sector (III)

Regulation Deregulation: Why?

Advances in technology: improve efficiency, provide more opportunities and bigger markets

Many private business: becoming richer, more powerful and influential, demand less restrictions

Government and regulators: too bureaucratic, not efficient enough, not accountable

Public sector vs. Private sector (IV)

In the de-regulation era

What factors are important in media policy making?

Technology factor? Market factor? Globalisation factor? Political system factor? Cultural factor? The public interest factor?

Regulation versus deregulation: important policy issues (continued)

Telecommunications too important to leave to free market?

* cannot simply rely on competition law/anti-trust law

* still needs regulation, albeit may require different approaches

規管與否：重要的決策議題Regulation versus deregulation: important policy issues

The issue of access可否使用／接近媒體？　 The issue of content

媒體內容　

Who is in control of supply?

（誰控制供應？）

Availability and price (Can we have it?

Can we afford it?)供應和價格

What is being offered?(any restrictions?)有什麼內容，有否限制？

Public/private monopoly?The issue of digital divide

數字鴻溝

Censorship?Diversity and pluralism?

The issue of net neutrality

規管與否：決策的主要目的Regulation versus deregulation: major policy goals 　

1) Ensure universal access （保障全民有機會使用）– a right of citizens? (service is available to

everyone at affordable price)– but what type of services? – How to achieve? – The issue of Digital Divide– The issue of net neutrality – Latest: 2010 US national broadband plan 　

• 2) Guarantee freedom of expression (vs. protection of minors etc.) 　 （保障表達自由 )

• 3) Promote competition, development and growth of industries 　 （促進競爭）

• 4) Improve regulation （改進規管）– clear goals, – democratic and representative in rule

making and implementation– simple and comprehensive rules– independent and efficient regulator 　

傳統模式 :不同的媒體受不同的規管Different media subject to different degree of regulation- Traditional scene

Print 報刊(least regulated)

Cable TV (有線電視 )

Broadcast(廣電 )(strictly regulated)

Telephone

媒體規管 - 近年發展

Print 　 　報刊(least regulated)

Cable TV有線電視

Broadcast廣電(strictly regulated)

　電話電訊 Telephone? 　

　網上媒體 Online media? (akin to print media)

　匯流促使變化the impact brought by convergence

此節完

媒体规管与政策