Transcript TV 2010

TV2010
Destination Digital
Interactive TV: From One Way Communication
to Software-based Collaboration
Dr. Thomas Becker
Group Executive Digital Home, Buhl Data Service GmbH
2nd International Symposium in Media Informatics, Bonn, 16 November 2006
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
About Sceneo
• Sceneo is a business unit of Buhl Data Service GmbH
• Buhl Data is one of the leading consumer software providers in
Germany, 1 mio. copies sold each year, 2 mio. customers
• Under the Sceneo brand, Buhl Data develops and markets
software solutions to enable users to use new functionalities
regarding the digitalization of TV. Sceneo offers software that …
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… combines PC technology with TV presentation
… connects broadcast, telco, personal media, Internet
… controls different devices for household automation
… replaces „old“ technology like VCR by PVR
… turns the TV into an output device for any kind of content
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
The starting point
• The first step in creating a new business is to ask customers what
they really want
• After studying some „macro“ research, we learned that …
– … digitalization generates a need for new software
• see: text  e-mail, PDF, instant messaging, unified messaging
• see: transactions  home banking, tax preparation, shopping
• see: music  MP3, peer-to-peer, burning, creating (sampling, sequencer,
wave editing)
• see: photography  JPEG compression, imaging, slide shows, photo
printing
• see: video  MPEG2/4 compression, video editing, DVD authoring
– … digitalization adds value by connecting separate units
• see: client-server computing, wireless networks, the Internet
• see: Wi-Fi hotspots, GPRS/UMTS
• see: multi-way synchronization between PC, PDA and mobile phone
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Investigating TV‘s future
• To get more detailed market insights, we started a
research project in co-operation with
– University of Siegen, Media Lab: Dr. Helmut Hauptmeier
– Fraunhofer Institute for Applied Information Technology (FIT):
Prof. Dr. Volker Wulf
– Institute for Media Science (MEFO): Raimund Klauser
• The „TV 2010“ project conducts annual surveys (from
2004 to 2010) in order to learn
– what users expect from digitalization and
– how these expectations are changed by the use of new
technologies
• The first survey was conducted in March 2004, the
second in January 2005, the third in May 2006
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
TV2010 (2004)
•
•
Convenience is the most important category of gratification to the
customer
Convenience means
– Digital video recorder: Playback without winding a tape, recording wit one
click
– Wide screen TV: It‘s flat, it‘s fancy, it‘s cool
– No more ads: Please do something to remove commercials from my
blockbuster movie
CONVENIENCE: Personal Video Recorder
81,14%
6,62%
12,24%
1,82
IMPROVEMENT: What Customers Expect from Future TV
68,13%
16,26%
15,61%
2,01
CONNECTIVITY: The TV Set as Mega PC
58,63%
14,13%
27,24%
2,51
INDIVIDUALIZATION: Add Individual Informations
55,37%
9,69%
34,95%
2,70
COOPERATION: Interactive TV and TV Commerce
39,73%
17,32%
42,95%
3,09
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
TV2010 Reloaded (2005)
• Not zapping the channels, but zapping the media is the dominant
scheme of usage. TV is just one among many options to inform,
entertain or learn something about world
• Zapping media means, when there‘s nothing on TV, people switch
off and
– 73% switch on their laptop or desktop computer
– 43% insert a DVD
– 26% take a book or paper
• That there is nothing on TV is not a matter of „poor content“ but a
matter of playout schedules. 85% are unsatisfied with airplay time
slots. That‘s why „digital people“ love „digital recording units“ to
save good content for later
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Survey Design of the 2006 Study
• In May 2006 3,000 „digital forerunners“ (people who already use
digital TV and digital entertainment equipment like PVRs)
answered to an online questionaire
• The survey should verify three assumptions
(1) More offerings lead to an increased selection pressure
(2) Increased selection pressure leads to a desire for orientation,
which is satisfied by new orientation patterns
(3) New orientation patterns for digital TV are based on known or
learned patterns that have evolved from digitalization of office
environments
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Old World:TV in the 20th Century
• TV is the dominant medium.
– It sets the agenda and defines the importance of
any subject
– It structures leisure time. 8 pm: news, 8.15:
blockbuster, 10.15 late night show, 11.30 bedtime
• TV is used passively. Switch on, lean back
• TV is controlled by browsing the channels.
Zapping is the preferred method for navigating
and creating orientation.
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
What happens by digitalization (1)?
• First: Watching TV becomes more
convenient.
– Receiving program information by zapping
from channel to channel (on demand EPG)
– Recording TV shows on digital devices with
only one click (hard disc DVR)
– Viewing recorded shows in DVD quality
without having to wind a tape
– Recording shows automatically
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
What happens by digitalization (2)?
• Second: Watching TV is now only one choice amongst
others. Instead of switching channels, people are
zapping between media. Inter-media-use becomes
more important!
– If there‘s nothing on TV, people switch to DVD or the Internet
– Information is sought after, not just received. The Internet sets
the pace
– Passive entertainment is quality. It‘s used in a home theater
environment (surround sound, wide screen)
– Active entertainment is collaboration, e.g. multi user games
– Besides this, communication is omnipresent: People chat,
talk, text while watching TV or surfing the web
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
What happens by digitalization (3)?
• Third: The audience is getting
experienced
– People don‘t let the images wash over them,
they switch off TV and do something
different
– Digital TV users choose media / content
regarding to their moods and expectations
– Usage of medium decreases,
gratification of medium increases
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Media Cultivation
• Media Cultivation in digital TV usage
shows 4 dimensions:
– Periodicity of usage is equal to „old world“
– Technical infrastructure is from a functional
point of view equal to „old world“
– BUT:
Perceived quality of usage is significantly
higher
– BUT:
Quantity of usage is significantly lower
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
The NEW Viewer
• TV2010 research project assumes that
the new TV viewer will become an
experienced multichannel multipurpose
multi-media user.
• The way of using TV within the mix of
media will be oriented towards the
experience people already made with the
digitalization of office environments
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
The Office-Experience
• The 3 stages of using PC and Internet:
– Browsing files and web pages, supported by
search engines
– Navigating via portals like Outlook (personal
informations), SAP (enterprise resources),
Yahoo (Internet contents) …
– Collaborating with supportive tools like
wikipedia (knowledge), youtube (video
content), word (writing), explorer (data
sharing), linkedin (networking)
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Browsing TV – established!
• The equivalent of browsing in the office
environment is „zapping“ the TV
channels
• Zapping is the dominant navigation
method since the launch of private
broadcast systems (Germany: 1984)
• Browsing / Zapping works as long as the
content does not exceed the perception
threshold
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Navigating TV – in use!
• The equivalent of navigating in the office
environment is the „program guide“ with TV
schedule informations
• Program guides are established in print and
Internet for information seeking
• Program guides are in use as electronic
program guides within the TV stream (set top
box)
• Program guides work as long as the viewer
knows what he‘s looking for
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Collaborating in TV – the future!
• The equivalent of collaborating in the office
environment is „user generated content“ and
„content sharing“ beyond real-time
broadcasting
• User generated content and content sharing is
used in the PC world, but not in the TV world
• User generated content / sharing will work if
hardware will support such kind of
„information handling“
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Aspects on TV-Collaborating
• One major topic in collaboration is peer-group
recommendation.
• 2 types of recommendation:
– Nonpersonal recommendation:
• Editor‘s choice
• Statistics (charts, top 10)
– Personal recommendation:
• One to one: direct peer-to-peer communication via talk, email, forum articles, private messages
• One to many: private reviews
• Many to one: system-based (technical, analytical)
recommendation as a result of real life behavior
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
TV-Recommendation: Wanted?
• Editor‘s choice: One person with reputation
gives „Tip of the day“: NO!
• TV-Google: Searching in EPG-database incl.
match ranking: YES!
• TV-Scout (Sceneo Watchlist): Filtering EPG
data according to user settings: YES!
• Personal playout center (Sceneo Best-of-24):
Recording of recommended shows and play
from hard disc: MAYBE!
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Stage of Maturity
• Digital Forerunners (early adopters of
digital TV) don‘t like restrictions, but like
tools that help them control their media.
• Obviously the web experience is carried
forward to digital living room
• There‘s no longer „lean back (living
room) vs. lean forward (office)“, but
media use by gratification independent
from hardware environment and place
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Destination Digital
• If the Internet is the paradigm of modern
media use, then …
– … everything about DRM will fail
– … content is folk, community is king
– … not the features count, but the design
– … the society that leads will set the rules of
business, technology, market share
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration
Thank you!
For further information regarding the research project
please visit our website www.sceneo.tv
Or email to [email protected]
Dr. Thomas Becker
Group Executive Digital Home
Head of Marketing
Buhl Data Service GmbH
Am Siebertsweiher 3/5
57290 Neunkirchen / Germany
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Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration