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Universidade Técnica De Lisboa Instituto Superior De Economia E Gestão UNIVERSIDADE TÉCNICA DE LISBOA INSTITUTO SUPERIOR DE ECONOMIA E GESTÃO MESTRADO EM MARKETING TRABALHO FINAL DE MESTRADO - TRABALHO DE PROJECTO A NOVA EXPERIÊNCIA TELEVISIVA EM PORTUGAL: ATITUDES E EXPECTATIVAS EM RELAÇÃO AO FUTURO DOS MEDIA MARIA PIRES MARQUES GOMES DE SOUSA ORIENTAÇÃO: PROFESSORA DOUTORA MARIA MARGARIDA DE MELO COELHO DUARTE JÚRI: PRESIDENTE: PROFESSOR DOUTOR JOÃO JOSÉ QUELHAS MESQUITA MOTA VOGAIS: PROFESSORA DOUTORA MARIA CRISTINA DE ASSIS SALES PINTO BAPTISTA LISBOA SETEMBRO DE 2011 UNIVERSIDADE TÉCNICA DE LISBOA INSTITUTO SUPERIOR DE ECONOMIA E GESTÃO MESTRADO EM MARKETING TRABALHO FINAL DE MESTRADO - TRABALHO DE PROJECTO A NOVA EXPERIÊNCIA TELEVISIVA EM PORTUGAL: ATITUDES E EXPECTATIVAS EM RELAÇÃO AO FUTURO DOS MEDIA MARIA PIRES MARQUES GOMES DE SOUSA ORIENTAÇÃO: PROFESSORA DOUTORA MARIA MARGARIDA DE MELO COELHO DUARTE JÚRI: PRESIDENTE: PROFESSOR DOUTOR JOÃO JOSÉ QUELHAS MESQUITA MOTA VOGAIS: PROFESSORA DOUTORA MARIA CRISTINA DE ASSIS SALES PINTO BAPTISTA LISBOA SETEMBRO DE 2011 i RESUMO A experiência televisiva em Portugal está a mudar. Com efeito, a passagem da era analógica para a era digital faz com que as potencialidades oferecidas pela televisão aproximem a experiência televisiva da navegação na Internet. A passagem para a era digital é marcada pelo switch-off da televisão analógica agendado, a nível europeu, para o ano de 2012. Este trabalho pretende por um lado, perceber quais serão as novas formas de consumo de televisão por parte dos telespectadores e por outro, tentar antecipar como é que as operadoras nacionais de televisão de sinal aberto poderão encontrar novas formas de financiamento num meio que, muito brevemente, será totalmente digital, desde a produção até à recepção. Será também objecto de estudo deste trabalho, analisar o grau de conhecimento e de possível utilização das novas potencialidades associadas à Televisão Digital Terrestre (TDT) por parte dos telespectadores. Foram enviados questionários a decisores de operadoras nacionais de televisão de sinal aberto, de empresas de distribuição de conteúdos, de agências de publicidade e de anunciantes, obtendo-se uma amostra de 26 respondentes em 32 inquiridos. Com base na análise dos dados recolhidos, concluiu-se que na opinião dos especialistas inquiridos é fundamental por um lado, integrar o telespectador na passagem para a era digital e por outro, conseguir que as operadoras nacionais de televisão de sinal aberto encontrem novas formas de aproveitamento do investimento publicitário. Uma conclusão importante deste trabalho é ter ficado claro que a grande arma das televisões para ultrapassar os desafios futuros se mantém quase inalterável: é o foco na produção, na criatividade, na inovação e na modernidade dos conteúdos. Palavras – chave: Televisão; Televisão Digital Terrestre (TDT); Evoluções Tecnológicas; Switch-Off Analógico; Consumo de Televisão; Fragmentação das Audiências; Investimento Publicitário; Produção de Conteúdos. Documento escrito de acordo com a antiga ortografia. ii ABSTRACT Television in Portugal is under change. Digital is gaining momentum, allowing for an internet like experience and leaving the analogue era behind. In 2012 analogue will be switched-off Europe wide. This paper intends to understand new ways of consumption on behalf of viewers, if any, and to anticipate how Free-To-Air (FTA) national TV operators will be able to finance its operations, given that from production to reception everything will be digital. We will also analyse viewers’ understanding of the Digital Terrestrial Television (DTT) and possible uses of the innovations associated. Questionnaires were sent to decision-makers of FTA national TV operators, to content distributors, advertising agencies, with a 26 response to 32 inquired. From the analysed data, we understand that it is essential to guide the viewer in the conversion from analogue to digital TV, and that FTA national TV operators find new means to benefit from advertising investment. It has also been made clear that TV operators’ greatest asset hasn’t changed; focus must be on production, creativity, innovation and novelty of content. Keywords: Television (TV); Digital Terrestrial Television (DTT); Technological Evolution; Analogue Switch-Off (ASO); TV Consumption; Fragmentation of Audiences; Advertising Investment; Content Production. iii ÍNDICE 1 INTRODUÇÃO ........................................................................................................ 1 2 EVOLUÇÃO HISTÓRICA DA TELEVISÃO ........................................................ 3 2.1 O Monopólio da RTP ......................................................................................... 3 2.2 A Televisão Privada ........................................................................................... 4 2.3 A Televisão por Cabo ........................................................................................ 5 2.4 A Televisão para Terminais Móveis .................................................................. 6 2.5 A Internet ........................................................................................................... 7 3 TELEVISÃO DIGITAL TERRESTRE ................................................................... 8 4 EVOLUÇÃO TECNOLÓGICA E CONTEXTO SOCIAL ................................... 11 5 PANORAMA TELEVISIVO NA EUROPA ......................................................... 14 6 PANORAMA TELEVISIVO ACTUAL EM PORTUGAL .................................. 17 7 METODOLOGIA E RECOLHA DE DADOS ...................................................... 22 7.1 Questionário Estruturado ................................................................................. 22 7.1.1 Desenvolvimento do Questionário ........................................................... 22 7.1.2 Pré-Teste do Questionário ........................................................................ 26 7.2 Amostragem ..................................................................................................... 26 7.3 Recolha de Dados ............................................................................................ 26 8 APRESENTAÇÃO E ANÁLISE DE RESULTADOS .......................................... 26 8.1 Conhecimento e Utilização da Televisão Digital Terrestre (TDT) .................. 26 8.2 Consumo de Televisão ..................................................................................... 29 8.3 Investimento Publicitário ................................................................................. 30 8.4 Avaliação do Futuro da Televisão ................................................................... 32 9 CONCLUSÕES, RECOMENDAÇÕES E LIMITAÇÕES .................................... 33 REFERÊNCIAS BIBLIOGRÁFICAS ........................................................................... 36 APÊNDICES .................................................................................................................. 41 iv ÍNDICE DE FIGURAS Figura 1 - Evolução Anual do Share Médio, Expresso em Percentagem (%), dos Canais em Sinal Aberto e dos Canais Pagos dos Principais Mercados Televisivos Europeus .. 15 Figura 2 – Evolução Anual na Europa do Investimento Publicitário em Milhões de Euros, nos Diversos Meios Difusores ............................................................................ 16 Figura 3 – Evolução Anual do Share Médio, Expresso em Percentagem (%), dos Vários Canais em Portugal Continental ..................................................................................... 18 Figura 4 – Expectativa da Evolução do Consumo por Parte da População Portuguesa em 2012 (N = 26) ........................................................................................................... 30 ÍNDICE DE QUADROS Quadro 1 - Análise SWOT ao Negócio das Operadoras Nacionais de Televisão ......... 21 Quadro 2 - Grau de Conhecimento Prévio da População Portuguesa em Relação à TDT (N = 26) .......................................................................................................................... 27 Quadro 3 - Grau de Importância das Medidas a Adoptar pela ANACOM (N = 26) ... 28 Quadro 4 - Grau de Eficácia do Trabalho da ANACOM na Informação aos Consumidores (N = 26) .................................................................................................. 28 LISTA DE SIGLAS ADSL - Asymetric Digital Subscriber Line ANACOM - Autoridade Nacional de Comunicações ASO - Analogue Switch-Off / Switch-Off Analógico AVMS - Audiovisual Media Services Directive DVD - Digital Versatile Disk DVR - Digital Video Recorder / Gravador Digital de Vídeo EPG - Electronic Program Guide / Guia Electrónico de Programação FTA - Free-To-Air IPTV - Internet Protocol Television MIT - Massachusetts Institute of Technologhy SWOT - Strengths, Weakness, Opportunities and Threats TDT - Televisão Digital Terrestre VHS - Video Home System VOD - Video-On-Demand v 1 INTRODUÇÃO A televisão marcou de forma única a história do século XX. Inicialmente a preto e branco e mais tarde a cores, a televisão teve o poder de conquistar o mundo. A sua capacidade de influenciar é tão grande que, ao longo de várias décadas e ainda cada vez mais na actualidade, é utilizada como forma preferida de propaganda económica, financeira, política, religiosa e social apesar de os seus principais papéis serem os de entreter e informar. De tal modo assim é que, ainda nos dias de hoje, ver televisão é um dos principais actos de lazer da grande maioria das populações o que, dada a situação de “crise” quase ou mesmo universal
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