1. GOVERNING THE TRANSITION TO DIGITAL TERRESTRIAL TELEVISION Challenges for Public Policy and the Role of Public Service Broacasters Roberto Suárez Candel Pompeu Fabra University Barcelona - Spain Digital Television Revisited: Linking Users, Markets and Policies COST Action 298 - Corvinus University | Budapest - May 15 th, 2008

2. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Neoliberal values Market Competition Deregulation Non intervetionism COMMUNICATION – MEDIA – TELEVISION CONTEXT

3. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Neoliberal values Market Competition Deregulation Non intervetionism COMMUNICATION – MEDIA – TELEVISION CONTEXT Is Public Policy necessary?

4. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digital Terrestrial Television needs Public Policy

5. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digital Terrestrial Television needs Public Policy WHY?WHAT FOR?

6. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digitalisation is transforming the whole television system Production Distribution Programming Equipment Viewing patterns Audiences Structure

7. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Digitalisation is transforming the whole television system Production Distribution Programming Equipment Viewing patterns Audiences Structure … but the terrestrial platform has certain particularities that endanger the pace and the outcomes of its own transformation process

8. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez … the terrestrial platform is linked to social and political objectives

9. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Despite of those facts, DTT was initially implemented following commercial logics…

10. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Despite of those facts, DTT was initially implemented following commercial logics… …that failed or had to be reconsidered.

11. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Governments and public administrations have accepted/assumed their responsabilities...

12. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Governments and public administrations have accepted/assumed their responsabilities...... and DTT has become a case study of public policy within the neoliberal scenario

13. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Policy for DTT National - Supranational diversitycoordination

14. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Policy for DTT National - Supranational diversitycoordination Internationalisation of certain processes and markets

15. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Digitalisation transforms Public Policy? How Public Policy addresses DTT?

16. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Digitalisation transforms Public Policy? VALUES OBJECTIVES OBJECTS INSTRUMENTS

17. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez How Public Policy addresses DTT? VALUES OBJECTIVES OBJECTS INSTRUMENTS

18. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy

19. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy From Market vs Social to Market and Social

20. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez DTT is a poliedric object and so its implementation process  multidimensional strategy From Market vs Social to Market and Social Coherence between political discourse and facts

21. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation PATIENT ACTOR

22. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation PATIENT Legitimacy and redefinition Internal Restructuring Programming / Distribution Accountability

23. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez PSB and digitalisation ACTOR Lincensing / Universal access - service Contents and Services Public Communication Assisting the migration of the viewers

24. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Public Service Broadcasters can become ENABLERS of DTT and a good allies/instrument for Public Policy

25. Digital Television Revisited: Linking Users, Markets and Policies May 15th, 2008 Governing the transition to digital terrestrial television Roberto Suárez Thank you! Roberto Suárez Pompeu Fabra University Barcelona – Spain www.robertosuarez.es