1. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of Digital Television in the European Union: situation, immediate challenges and research proposals Roberto Suárez Candel Dept. Journalism and Audiovisual Communication Audiovisual Communication Research Unit (UNICA) Pompeu Fabra University Barcelona – Spain Panel 5G: Digital Television

2. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez Structure of the paper: 1. Digital Television in the European Union 1.1. Current Situation 1.2. Difficulties of the implementation process 1.3. Digitalization and transformation of Tv 1.4. The way of digitalization in the EU 2. European Policies addressed to Digital Television 2.1. Decade of 1980 2.2. Decade of 1990 2.3. 2000 – 2004: immediate challenges 3. Research Proposals 3.1. Comparative study of national migration plans 3.2. Social Framework 3.3. Public Service as a forerunner of DTV

3. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez How should we understand / face up digitalization from the perspective of Communication Research ? Semantic problemTechnical factTransformation process

4. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez Which are the real reasons and objectives of digitalization? Real but “hidden” motivations A posteriori arguments Promises

5. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez How is digitalization transforming TV? INTERNAL analysis: creativity – production – distribution -- consumption How is digitalization being carried out? EXTERNAL analysis: Frameworks A.Legislation – Policy B.Technology C.Business D.Social

6. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez Digitalization as a transformation process of Television

7. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez How is the implementation process developing in the different platforms? DTT PBS BUSINESSSOCIAL GOVERNMENT ACTION NATIONAL MIGRATION PLAN

8. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez How are the citizens / users / customers understanding / facing up the digitalization? Knowledge Information Attitudes Skills Costs THE SOCIAL FRAMEWORK IS A KEY FACTOR

9. First European Communication Conference Amsterdam 24-26/11/2005 Implementation of DTV in the EU Roberto Suárez Thank you! Roberto Suarez www.robertosuarez.es roberto.suarez@upf.edu Barcelona