Ready for Switch-Off? Robert Amlung Head of Digital Strategy ZDF German Televisi Digital Strategy Page 1 26.11.2009 Internatial Symposium Digital Switchover and Cross-Platform Media 2009 Taipei
Europe: 50,2% of TV homes are digital Gap between East and West Great Britain Leading Increase of 25% from 2007 to 2008 GBR/ IRL 81% FRA 61% NLD 49% GER 53% GRE 12% BLR 6% Overall range from 6% in Belarus to 81% in the UK. Germany is close to the European average In some countries, satellite is leading the digitizati process, in others, terrestrial plays a big role. In most cases, cable in Europe is slow to move to digital. Level of digitizati of TV homes in Europe Year End 2008, Source: SES Astra Satellite Mitor Digital Strategy Page 2 26.11.2009
Europe: Satellite is leading the way to digital Others are following more or less swiftly 50 % 35 % 27 % 89 % All Terrestrial Cable Satellite IP-TV Level of digitizati of TV homes in Europe Year End 2008, Source: SES Astra Satellite Mitor 100 % analog digital Strg regial differences Terrestrial is leading in Spain, Italy and France and is strg in Great Britain Cable is dominant in the Netherlands, Belgium, Denmark and Switzerland Satellite is strg in Germany IPTV is in its early stages, but already notable in France and Italy Digital Strategy Page 3 26.11.2009
Germany: 53% watch TV by cable, 42% by satellite Terrestrial viewing plays ly a minor role Overall digitizati in Germany is now 55% (June 2009). 69% 26% 31% 74% 100% Cable Satellite Terrestrial IP-TV =53% HH =42% HH =11% HH =1% HH German TV Households June 2009, Source: Digitalisierungsbericht 2009 89% analog digital This has doubled since 2005. However, the hesitant adopti of digital in cable is slowing down the whole process. Analog switch-off satellite is planned for 2012. For terrestrial transmissi, analog switch-off has already taken place in 2008. Digital Strategy Page 4 26.11.2009
Ready for switch-off? What s in it for our audience Why to switch over to digital? What s the added value? HDTV? TV demand? More programmes? N-televisi services? Interactive TV? We re still in the middle of a lg transiti. The current generati of TV set-top-boxes is far from being perfect still optimized for receiving video with some added but minor features. But this is just a questi of time. There ll be another wave of digitisati! The next big step is not far away. We have to prepare ourselves now for a new encounter: Broadband meets broadcast. Digital Strategy Page 5 26.11.2009
Ready for switch-off? What s in it for a media company like ZDF In a digital world, ZDF has to provide its ctent live and -demand big and small screens useable lean forward, lean backward or mobile wherever and whenever the user wants it to be This is the ly way to keep our audience and our accepted role in society as a public service media house. Digital Strategy Page 6 26.11.2009
ZDF-Mediathek Televisi -demand, 7-day catch-up TV 1996 first videos zdf.de 2001 Mediathek as a video ctainer for news 2002 Mediathek for the main website zdf.de 2005 Relaunch 2007 About 50% of our programs line 2009 Current versi Digital Strategy Page 7 26.11.2009
ZDF-Mediathek Three editis for very different usage envirments PC Editi (lean forward) TV Editi (lean back) Mobile Editi (mobile) Digital Strategy Page 8 26.11.2009
360 degree commissiing model itunes Maxdome arte StudiVZ embedded T-home Wii Phoenix derwesten.de info neo mediathek 3sat zeit.de tivi.de kultur KiKa YouTube Facebook Twitter for download Digital Strategy Page 9 26.11.2009
ZDF and its Associated Partners Linear Distributi of ZDF Ctent 3sat: TV project of the four German-language public broadcasters ARD and ZDF, ORF and SF-DRS (1984) ARTE: bi-lingual European cultural channel, French- German cooperati (1992) KI.KA: children's channel of ARD/ZDF (1997) Phoenix: public affairs and documentary channel of ARD/ZDF (1997) Digital Strategy Page 10 26.11.2009
ZDF Channels YouTube Staking our claim Germany s favourite video portal High reach with 14-29 yo ZDF-Channel since the start of the German YouTube in November 2007 February 2008: Mitreden bei Illner Join a political talk Show September 2009: Wetten, dass? / Wanna Bet? Proposal for a bet. Digital Strategy Page 11 26.11.2009
ZDF and Facebook: Livestream and Community-Chat Live-Comment via Facebook Facebook within zdf.de + ZDF Fanpage Facebook e.g.: Live-Sports Social network effect! Interacti with TVprogramme Digital Strategy Page 12 26.11.2009
Cclusi After analog switch-off, digitisati is not finished. Broadband and broadcast will cverge and our audience will be always line. The people, formerly known as the audience (Jay Rosen) for a broadcaster, this is a big shift. It s less about e-to-many now, it s about taking part in a many-to-many world, where we have to meet our viewers with respect and mutual understanding. As ctent becomes less tied to a physical way of distributi, it cannot be ctrolled by media companies any more. Very so, ly the quality of our programs will distinguish the big broadcasters from other sources of ctent. And this is our ly chance, but it s a big e! Digital Strategy Page 13 26.11.2009
Thank You! ZDF German Televisi Robert Amlung Digital Strategy amlung.r@zdf.de Page 14 26.11.2009 +49 6131 70 7580