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Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007 Ismo Silvo YLE

PSB content anywhere at anytime! Do We have the Guts to Enter the Proper On-demand World? Or Are We Satisfied to Be in Its Periphery?. Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007 Ismo Silvo YLE.

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Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007 Ismo Silvo YLE

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  1. PSB content anywhere at anytime!Do We have the Guts to Enter the Proper On-demand World? Or Are We Satisfied to Be in Its Periphery? Nordic PSB Conference, workshop (distribution) introduction Copenhagen 9.2.2007 Ismo Silvo YLE

  2. On-demand platforms and tools enable new services:towards enhanced social networking and virtual worlds IT-networks Proprietary-platforms • AOL; IPTV WWW Communication tools • E-mail, Skype; P2P Browsers • Firefox, Explorer, Opera Search engines • Yahoo!, MSN Search, Google Social platforms • Netscape, YouTube, MySpace New enlarging uses and applications Web-TV • Joost Virtual worlds (?) • Second Life

  3. New business models in the internet are developed portals

  4. Media services and social networking services grow strongly in the internet Internet usage per service type (1) 14,0 13,5 10,3 10,0 6,7 5,5 1,4 1,5 1,1 0,8 2006 2012 2006 2012 2006 2012 2006 2012 2006 2012 News services TV viewing On-demand video Radio listening Recordings 22,7 17,2 14,0 8,2 7,1 5,3 3,3 3,1 3,0 1,3 2006 2012 2006 2012 2006 2012 2006 2012 2006 2012 Social networking (e.g. IRC) Youtube and other videosharing services Search services and classification Games Chat 1. Excl e-mail and ”other internet use” Sources: TNSMetrix , IRC-Galleria, Finnish Statitical Centre, NAG

  5. Use of traditional media content increases most in internet 2006 How internet users (1) use internet services, 100% = 69 min / day 2012 How internet users (1) use internet services, 100% = 120 min / day Other internet 8 % Other internet Traditional media Trad. media 11 % 25 % Search portals and encyclopedias 38 % Search portals and encyclopedias 20 % 28 % E-mail and chat Social networking (inc. Youtube) 18 % 14 % Social networking (inc. Youtube) E-mail and chat 18 % 20 % 1. Internet users = 65% of Finns, 2006, Sources: TNSMetrix, IRC-Galleria, Finnish Statistical Centre, NAG

  6. Observations • About 75%of Finnish internet use is international service sites (e.g. Google.fi), dominance of the international • The young use increasingly internet and TV simultaneously • Among young men the internet is the most favoured medium - 15–24 year old men use the internet 107 min and TV 99 min / day. • The popular community site IRC-Galleria.net is the most active internet community in the world – measured by usage per day per registered member

  7. Social networking services grow fastest everywhere Registered members of IRC-Galleria.net in Finland 2001-2006 Registered users of MySpace 2004-2006, milj. 131 400 000 CAGR >100% CAGR >300% 100 240 000 50 130 000 50 000 22 000 2 5 000 0 2005 2006 2007 2004 2001 2002 2003 2004 2005 2006 Sources: Dynamoid (IRC-Galleria), MySpace, NAG

  8. User profile of social networking services grows gradually older Registered users of IRC-Galleria.net, 2001-2006 60000 Size of the age cohort Users 2006 40000 2005 30000 20000 2004 2003 10000 2002 2001 0 age 15 12 20 25 30 35 40 Lähde: Dynamoid (IRC-Galleria), lehdistötiedotteet, NAG analyysi

  9. Future distribution Case: Global net-TV: Skype´s founders have launched a new global net-TV ”Global distribution concept of the traditional TV channels” • HDTV quality • Possibility to personalize channel packages and interact in a community • Peer-to-peer technology – community of tens of millions of computers • Advertising financed– global actor takes its share of adverts Internat. TV-comp. Indiv. producers National TV-comp. Entertainm. business Joost Channel packet A Channel packet B Global client Global client Global client Global client Source: Financial Times 18.12.2006, NAG

  10. On demand world consists of the converged services and of the new core-services Communication services Media Blogs Net-Tv Öppet arkiv VoIP Messenger Video-conference Chat Traditional media on internet YouTube IPTV On-demand worlds periphery 3/4 -play MySpace eBay / Auctions On-demand worlds core-services: uniting networking-media-dealings VoD Public civil services Dealings/commerce e-commerce / Amazon

  11. L-curve: occurs in global and local services of all scales Viewing in YouTube, milj.viewers per title Specialized blogs, readers per day per blog, in order of popularity (1.) Milj 1 000´s 40 40 30 30 20 20 10 10 0 0 1. 1 milj. 500 000. 1. 20. 40. 60. 80. 100. 1. Categories: Arts, Automobiles, Health, Finance, Food & Drinks, Pets, Religion, Travel Sources: Youtube, Blog Top Sites, NAG

  12. In the on-demand world the role of premium content is overwhelming L-curve of the demand • Disappearance of national markets • Possibility to chose ”borderlessly” leads to the dominance of prime content • Financial importance of prime content grows Top 1% 30% of use - 75% value Rest 99% 70% use - value is low Value Use

  13. Challenge and the question

  14. Challenge of tomorrows distribution, and a question: • In the on-demand world media and community services converge. Global players increase their access to an individual global client. • PSB companies have seemingly good possibilities and strengths to meet this challenge: attractive content, a good trusted brand. • But do we have a determined will to enter into the core-area of the on-demand world? • Or are we satisfied to stay on the edges of it? Do we properly understand the service concepts and ethics of social networking sites?

  15. YLE´s proposition: more content with the license fee. YLE 2.0”YLE Areena” (net-TV, net-radio, Living archive) –

  16. YLE 2.0 • Web 2.0: more effective communication power and more pluralistic content provision • Social Networking  case LinkedIn, IRC-galleria, MSN Spaces • Blogs, Vlogs (videoblogs), Slogs (”spämmblogs”) • Tagging  case Yahoo: social search engine Myweb 2.0 • Podcasting, Vodcasting, Voicecasting, Mobilecasting, MMS podcast • RSS • Video Search  case YouTube • User generated content • YLE: X-Stage, X3M, Living archive, News… • Strong win-win-partnersips with aggregating services (Google, Microsoft…) • Strong win-win-links with user communities • Integration of YLE content to these net-environments, networking through contents • Dedmands enhanced presence of the YLE content producers in the net and in the net communities

  17. The NEW YLE.FI – from support media to a genuine platform based on internet loyal user-motives Until now 04 / 07 Internet News Children Content areas Sports Genres Svenska Net-TV & radio IPTV Learning Channels Channels Audio and video contents; archives Mobile

  18. YLE Areena YLE Areena Opens 04/2007 Target: All YLE programmes in internet • Streaming and on-demand • Living Archive • Mobile and IPTV -versions • YLE Shop –download sales

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