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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. About Sceneo.

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Tv2010 l.jpg

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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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 …

    • … 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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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.

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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)

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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“

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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, e-mail, forum articles, private messages

      • One to many: private reviews

      • Many to one: system-based (technical, analytical) recommendation as a result of real life behavior

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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!

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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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

Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration


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