Digital rights working group update neta board planning conference july 25 2006
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Digital Rights Working Group Update NETA Board Planning Conference July 25, 2006. Today’s Agenda. Times are Changing Public Television’s Viewpoint Open Questions Key Takeaways Next Step: The Feedback Loop. Why Are Times Changing?. Home broadband Internet access is growing rapidly.

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Digital rights working group update neta board planning conference july 25 2006
Digital Rights Working Group UpdateNETA Board Planning ConferenceJuly 25, 2006


Today s agenda
Today’s Agenda

  • Times are Changing

  • Public Television’s Viewpoint

  • Open Questions

  • Key Takeaways

  • Next Step: The Feedback Loop


Why are times changing
Why Are Times Changing?

Home broadband Internet access is growing rapidly.

Total U.S. Households with Broadband Connections

SOURCE: The Home Technology Monitor


How are times changing

Radio & Television

Computer

NEW

INTERACTIONS

Downloaded

Handheld

Mobile Device

Live

Streaming

Interactive

How Are Times Changing?

Therefore, we can more easily interact with new platforms in new ways.

NEW

PLATFORMS


How do these changes affect ptv

Streaming

Download to Own

Podcasts

Mobile Media

How Do These Changes Affect PTV?

They allow new players to deliver video & other media to the audience.

Broadcast


Today s agenda1
Today’s Agenda

  • Times are Changing

  • Public Television’s Viewpoint

  • Open Questions

  • Key Takeaways

  • Next Step: The Feedback Loop


The digital working group s process
The Digital Working Group’s Process

Digital WorkingGroup Formed

Held Rounds

Robins

  • Includes representatives from various affinity groups, PBS and CPB

  • Goal is to provide clarity and recommendation for a digital rights strategy

  • Digital rights emerged as a critical issue

1

2

Developed Initial

Perspective

  • Issues are complex

  • There is urgency to Act

  • PTV should maintain Core Values

Seeking Greater Input

  • Broadly sharing findings from group

  • Soliciting input and dialogue from the system

3

4


How do we approach this topic
How Do We Approach This Topic?

Answering the strategic question will help us answer the tactical question.

STRATEGIC

How should public television’s core mission translate onto new media platforms?

TACTICAL

What combination of programs and platforms sustain PTV’s mission over the long term?


The strategic question
The Strategic Question

STRATEGIC

How should public television’s core mission

translate onto new media platforms?

By offering…

Public Service Content

with the…

Maximum Possible Access

in order to…

Deepen Community Service


The strategic question a fundamental approach
The Strategic Question: A Fundamental Approach

How can we broadly achieve this strategy?

INITIALLY…

All content free on all possible platforms.

THEN…

Where sustainable, maintain free access to content.

Where appropriate, generate revenues.

or


The strategic question example
The Strategic Question : Example

NewsHour

NewsHour offers an extensive archive of streaming video clips dating as far back as 1996.


The tactical question
The Tactical Question

TACTICAL

What combination of programs and platforms sustain PTV's mission over the long term?

  • Program Type

  • Platform Type

  • Time Period

  • Revenue Opportunity

Common Vocabulary

  • Assess Rights Individually

  • Benefit the Entire System

  • Experiment

Ground Rules

+


The tactical question a common vocabulary
The Tactical Question : A Common Vocabulary

What are the four key variables in determining a rights strategy?

VARIABLES

EXAMPLES

Program Type

Public Affairs  History Local Science

Platform Type

Download to Own  Streaming Podcast  VOD

Time

Period

One Day  Two Weeks  One Year Indefinitely

Revenue

Opportunity

Free Pay Per Use  Member Premium Sponsorship


The tactical question a common vocabulary1
The Tactical Question : A Common Vocabulary

How do these rights combine into a rights strategy?

Program Type

Time

Period

Platform Type

Revenue

Opportunity


Ground rules evaluate rights individually
Ground Rules: Evaluate Rights Individually

New platforms complicate rights acquisition and increasecosts exponentially.

Time Periods

Terms of Use

  • Broadcast

  • One Week

  • One Year

  • Perpetuity

  • Revenue Model

  • Types of use

Rights Holders

Platforms

  • Talent

  • Music

  • Stock Footage

  • Literature

  • VOD

  • Streaming

  • Download

  • DVD

X

X

X


Ground rules benefit our entire system
Ground Rules: Benefit Our Entire System

The public broadcasting system is a complex, interdependent economy.

Producers

Stations

PBS

Audience

Funders


Ground rules experiment
Ground Rules: Experiment

The evolving, decentralized nature of new media favors experimentation.

Small

At this early stage, there are too many unknowns to risk large investments.

Experiments

We are decentralized and close to our audience, well suited to experiment.

This space is rapidly evolving, so we must act now to maintain our relevance.

Now


Today s agenda2
Today’s Agenda

  • Times are Changing

  • Public Television’s Viewpoint

  • Open Questions

  • Key Takeaways

  • Next Step: The Feedback Loop


Open Questions: Educational Digital Rights

How can we develop an educational digital rights strategy?

Education environment provide another layer of complexity to the issue of digital rights

  • Question

  • Who is using the content?

  • How the content is being consumed?

  • On what terms is the content being used?

  • What is the business model?

  • Potential Answers

  • K-12, higher education, distance learning

  • Viewed, cited, mashed-up

  • Licensed for school site use, for broadly accessible use, etc.

  • State funded, school/student subscription

Depending on the answers, our rights position might change


Open Questions: Digital Archive

Should we establish a significant public Digital Archive?

Why a Digital Archive?

What Are the

Rights Issues?

  • The American people provide substantial funding for public television and should have access and use of public broadcasting’s content

  • There is a need voiced by a growing variety of constituents for a trusted source for media on the emerging platforms

  • Long-term access to content can help advance public broadcasting’s mission

  • How much and what type of content would it contain?

  • How much control over the content would users be given?

  • Who, if anyone, would be an appropriate partner in this enterprise?

  • What rights would be needed and how could we afford to pay for them?

  • What implications would this have for producers and other underlying rights holders?


Open Questions: Unresolved issues

What are the questions that the system needs to answer to effectively move forward?

  • Are there certain types of properties where we all agree that having the most comprehensive rights package is critical (e.g., primetime national shows, children’s programs, local programs)?

  • For any given deal, how do we balance the needs of the national players with the local stations?

  • How will costs be covered on new platforms?

  • How will revenues be generated and shared?


Today s agenda3
Today’s Agenda

  • Times are Changing

  • Public Television’s Viewpoint

  • Open Questions

  • Key Takeaways

  • Next Step: The Feedback Loop


The four critical ideas
The Four Critical Ideas

To advance our mission, we need to offer the broadest free access possible

Digital rights must be individually evaluated

Successful innovation requires rapid experimentation

On balance, new business models must benefit our entire system


We are flying this plane at the same time we are building the plane
We Are Flying This Plane at the Same Time We Are Building the Plane

Success lies in simultaneously moving and interacting in four areas:

Innovation

Talking

Consensus

Action


Today s agenda4
Today’s Agenda the Plane

  • Times are Changing

  • Public Television’s Viewpoint

  • Open Questions

  • Key Takeaways

  • Next Step: The Feedback Loop


Next Steps the Plane

Where do we go from here?

  • AGC will facilitate input from affinity groups

  • Input will provide clarity to issues in the paper that appear unclear

Broader System Input

  • White Paper

  • White Paper will provide guidance and recommendations for national and local digital rights strategies

Other Feedback Tools

  • Wikis

  • Web Conferences

  • Feedback from station experimentation


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