3. Digital Media Paradigm

Transcription

1 3. Digital Media Paradigm

2 디지털융합환경의융합환경의도래 서비스융합 단말기융합 사업자융합 초고속인터넷 인터넷전화 P C 네트워크융합 방송망 통신사업자 휴대폰 CATV / IPTV T V 통신망 Broadcasting 방송사업자 SP DMB 전화기 광대역통합망 (BcN) 디지털컨버전스 IPTV (Broadcasting + Telecommunication Communications) 2 출처 : 방송통신위원회

3 매체간진입장벽완화 디지털방송전환 스마트폰등무선인터넷본격화 3DTV, IPTV 고도화 방송통신의글로벌경쟁력강화 출처 : 방송통신위원회

4 디지털방송의변화 Broadcasting in the Digital Era Traditional Broadcasting Media Asset Management Real-time programming Real-time mass audiences Distribution platforms Non real-time access Targeted audiences

5 Broadcasting in the Digital Era Traditional Broadcasting Media Asset Management Real-time programming Real-time mass audiences Distribution platforms Non real-time access Targeted audiences

6 Major changes in Broadcasting More Channels Less time to watch Broadcasting in the 21st C Increased Cost

7 Changes in Content More varied but repetitive programming - More cheap experiments: Voyeur TV - Repackaged programming or more reruns Untraditional programming - Video games or Addrama Specialty channels - Networks department- store approach - Specialty- stores for subdivided or niche market : CNN, ESPN, MTV

8 Changing channel structures Going digital and wireless Digital compression allows more capacity Better quality and interactive Cable and Satellite channels Specialty channels and Pay channels (PPV/ NVOD) Brand- oriented Low entry cost Internet Webcasting and VOD 3 rd G Wireless WCDMA Multimedia service Location- based and Context- aware service 4G (at least 10 Mbps to 100 Mbps) DMB (Digital Multimedia Broadcasting)

9 디지털방송의진화 Quality 고화질실감 T V T V 음향 2000 년컬 T 컬러 TV 러 V 방송흑 T 흑백 TV 백 V 방송 Radio 방송 2010 년 UDTV 방송 3DTV 방송 HDTV 지능형방송방송등 T 양방향데이터디지털 TV V 방송방송디지털 CATV CABLE 방송 DMB Internet TV 방송 Internet DAB 오디오방송 실감방송 Interactivity 단순시청형 정보선택형 정보맞춤형 정보창조형 Source: ETRI (2003)

10 HD TV - Issues 2000s High Cost to Converting to HD Slow Penetration Standard Conflict ATSC Vs. DVB- T Poor Programming 2010s Still big problems for Program Providers and Indies Still poor penetration in low- income class ATSC in Korea MMS is becoming a new issue. Network programs are in good shape.

11 디지털방송으로진화 Program Real time - - non real time Video only - - Multimedia with Database Entertainment centered - - VAS featured Platform Terrestrial - - Cable, Broadband, Satellite, 3G Nationwide Network - - DBS, DMB, IPTV 1 screen - - N screen Technology SD - - HD 1 HD - - MMS TPS - - QPS Audience Passive Audience Active Audience Watching - Participating Unidentified Mass Subscriber

12 양방향디지털텔레비젼시대의변화 시청자들의욕구증대 더많은기대 양방향을전제로한신개념의광고등장 PVR 의등장으로인한 TV 시청행태의변화 셋탑박스를통한개인화경향 프로그래밍강점과전략 Lazy interactivity : 시청자들이느낄수있는양방향성은즐길수있는수준으로 최고의경쟁력을갖춘컨텐츠는친이용자적이어야함 시작될프로그램에대한프리뷰비디오클립제공 언제든지쉽게접근이가능 원활한네비게이션은필수 게임과같은비전통적프로그램강화 T- Commerce 도필수

13 Water-cooler Effect 방송과인터넷의상생 People want to have something to share. People want to be attached to each other. TV broadcasting and Internet are not the enemies. Social Web sites such as Facebook and Twitter - Enabling a real-time watercooler conversation The Vancouver Olympics - the most-watched foreign Winter Games since Super Bowl in the most-watched program in U.S., beating out the final episode of M*A*S*H in 1983.

14 12 ways to access TV content via the Internet 1.Netflix - Cost: Starts at $4.99 per month 2.PlayStation 3 - Cost: $399 for the console; $1.99 per episode 3.Xbox Cost: $199 for the console; $2 per episode 4.Apple TV - Cost: $229 for the device; $1.99 per episode 5.Amazon Video On Demand - Cost: $1.99 per episode 6.Hulu.com - Cost: Free 7.Joost - Cost: Free 8.Vudu - Cost: $299 for the box, $1.99 per episode 9.TV Network Sites - Cost: Free 10.Sling.com - Cost: Free 11.Blockbuster - Cost: $99 for the player; $1.99 per rental 12.Adobe Media Player - Cost: Free 14 출처 : Forbes (2009)

15 방송프로그램소비패턴의변화 1. 방송사편성권의약화 다플랫폼환경하에서개인화된소비 2. 전체프로그램의아닌클립단위의소비증가 3. 프로그램선택시검색엔진이나 SNS의영향력증대 4. 방송시청이다중행위중의하나로변신 운전시 DMB 시청과동시에 Twitting, Chatting, Searching, Banking, etc. Zeroes in on your Favorite Video Clips using Face Recognition Technology

16 Create Once, Publish Everywhere (COPE) Game Console In Flight POP Terrestrial TV Consumer IPTV Set-Top With Broadband WiBro Mailing Service Internet G3 DMB

17 New Digital Media Paradigm Production MAM Media Asset Management Distribution COPE DTV Cable DBS DMB IPTV 3G WiBro Web Information Game VOD Music Entertainment Movie Cyber Nomad cocoon Digital Nomad Education Shopping VoIP GPS Banking IT Infrastructure Convergence Ubiquitous Digital Home