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

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Presentation on theme: "1 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration TV2010 Destination Digital Interactive TV: From One Way Communication."— Presentation transcript:

1 1 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration 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

2 2 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 … –… 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

3 3 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 , 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

4 4 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration Investigating TVs 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

5 5 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: Its flat, its fancy, its cool –No more ads: Please do something to remove commercials from my blockbuster movie CONVENIENCE: Personal Video Recorder81,14%6,62%12,24%1,82 IMPROVEMENT: What Customers Expect from Future TV68,13%16,26%15,61%2,01 CONNECTIVITY: The TV Set as Mega PC58,63%14,13%27,24%2,51 INDIVIDUALIZATION: Add Individual Informations55,37%9,69%34,95%2,70 COOPERATION: Interactive TV and TV Commerce39,73%17,32%42,95%3,09

6 6 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 theres 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. Thats why digital people love digital recording units to save good content for later

7 7 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration Survey Design of the 2006 Study In May ,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

8 8 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, late night show, 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.

9 9 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

10 10 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 theres 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. Its 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

11 11 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration What happens by digitalization (3)? Third: The audience is getting experienced –People dont 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

12 12 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

13 13 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

14 14 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)

15 15 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

16 16 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 hes looking for

17 17 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

18 18 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: Editors 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

19 19 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration TV-Recommendation: Wanted? Editors 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!

20 20 Dr. Thomas Becker: TV2010 – Interactive TV: From One Way Communication to Collaboration Stage of Maturity Digital Forerunners (early adopters of digital TV) dont like restrictions, but like tools that help them control their media. Obviously the web experience is carried forward to digital living room Theres no longer lean back (living room) vs. lean forward (office), but media use by gratification independent from hardware environment and place

21 21 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

22 22 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 Or to Dr. Thomas Becker Group Executive Digital Home Head of Marketing Buhl Data Service GmbH Am Siebertsweiher 3/ Neunkirchen / Germany


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