Advanced Course Television

Course: Advanced course television Teacher: Ton te Slaa Date: 31-10-2016 Toetscode

Name: Kylian Dirkse Name: Joelle van Schaik Studentnumber:2223401 Studentnumber: 2414171 Class: COAC4C Class: COAC4C

Name: Alyssa Jongenengel Name: Melissa de Kok Studentnumber: 2320398 Studentnumber: Class: CEAC4B Class:COAC4

Name: June Da Jung Im Studentnumber: 3147657 Class: Exchange

Table of content

Research Research on Public Television Research on Commercial Televison Research on VOD

Target group analysis

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Research

Research Public Television

The history of Public Television According to Bruggeman, R (2012). Public television started on October 2th 1951. There came a tv decision in where it was arranged that television-broadcasters need a license. Broadcasts had to make sure that the safety of The State and the public policy were not harmed. Broadcasts could be taken by the minister. For the transmission time de NTS came alive. In the first Televisonnota was arranged that only broadcasters within the cooperation of the NTS were allowed to broadcast. The televisiondescion of 1956 made sure that the NTS had their own licence to create the overall program. They got a minimum of 25% of the total broadcasting time. They also got the taks of the government to create neutral programmes such as ‘Het Journaal’ and sports. (OverNPO, 2016) In 1960 all of the big broadcasters had between de 400.00-500.000 The NTS stands for ‘Nederlandse Televisie Stichting’ and was the first Dutch television broadcaster and was the precursor of the current NPO and foundation NTR. The NTS was created on May 31th 1951 by the broadcasters AVRO, KRO, NCRV and VARA. The goal of the NTS is to achieve a huge possible collaboration on the terrain of television, due to advance the arrangement of the transmission time, so that each broadcasters has equal broadcast time. In 1969 the NTS collaborated together with the ‘Nederlandse Radio Unie’ and they became the NOS. (Beeld en Geluidwiki, 2016)

What is Public television? Public television is an organisation, which is created by the government to send information via television as a communication medium to a big audience. The government uses this to communicate to the people or to let the people communicate to themselves. The goal of public television is to educate and inform the people. The public television is being paid with government money, which eventually is paid by the viewers. The public television has a a purpose to spread objective, integer and independent information. Public television pays more attention to art, culture and actual . They serve more expensive programs for a small target group. Public television often get a tasks from the government to make certain programs, for example for minorities or about art and culture. The commercials which are being send on the public television are from STER. (OverNPO, 2016)

STER The STER stands for ‘’ and maintains the commercial for the Dutch Public Broadcasting system. With a part of the profit a part profit the costs of the public broadcasters is being paid. In 1965 the SUR (Stichting tot Uitzenden van Reclame ) was established, but in 1967 the name was changed into STER. The main plan was to show commercials before a after the

3 news. But in the end of the 80’s more commercials were added before and after programs. Until 1991 there were no commercials on Sunday. Ster is allowed to show no more than 10% on a year basis and 15% on daily basis of commercials based on the total broadcasting time. They are not allowed to show commercials during programmes. The commercials are strictly divided from the broadcaster’s programs and the commercials are not allowed to influence the programs. The caretaker for commercials is the ‘Stichting Reclame Code Comissie’. (STER, 2016)

The public television also has a mission and vision. - Mission: The NPO connects and enriches the Dutch audience with programs that inform, inspire and entertain. - Vision: The Dutch Public Broadcasting connects you with the world around you. The NPO is for everybody! (OverNPO, 2016)

Dutch Public Broadcasting system The Dutch Public Broadcasting system is a cooperation of organisations who take care of the public financed Dutch radio- and television broadcasters The Dutch broadcasting system consists of the NPO (Nederlandse Publieke Omroep) and the public broadcasters. The Media Law arranges how the transmission time is divided, in where the board of the NPO is in charge. The NPO is divided in NPO1, NPO2, NPO3, NPO Zappelin and NPO Zapp. (OverNPO, 2016) The Dutch Public Broadcasting system gets money from the government. In 2011 the budget was 785 million euro. De money that came out of commercials was in 2008 226 miljoen euro.

The current situation (Wikipedia, z.d.)

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In Holland de national transmission time is divided over several different broadcasters. We make a differentiation in three kind of broadcasters: - Members broadcasting: the broadcasters get transmission time based on the amount of members they have. - Job broadcasting: have a set task made by the government. They have no members. The biggest job broadcaster in Holland is the NOS. - 2.42-broadcasters: Broadcasters who serve programmes based on religion. These will disappear in 2016. (OverNPO, 2016) Below you see the entire broadcast list divided into these three kinds of transmission time.

(Wikipedia, z.d.)

Facts & Numbers on Public Television - In 2013 the government has decreased the budget for public television with 200 million euros. - NPO was decreased with 173 million euro - NPO is one of the most commercial public broadcasters from Europe. - Nederland 1 was the first broadcaster created on October 2th 1951.

5 - 1967 the first commercial was shown on tv and the colour TV was invented - ‘Commissariat from the media’ keeps an eye on the broadcasters.

The differences between Public television and Commercial television - Public television is created by the government and commercial television is not. - Public television is paid by the government and the commercial tv gets money from commercials. - The goal of public television is to speak objective, integer and independent information and the primary goal of commercial television is to make money. - Public television has more programs for a small target group and serve more attention to news, art and culture. Commercial television pays more attention to sports, films and amusement.

Research Commercial Television

Definition of commercial television Stands of public broadcasting that broadcast programs are funded entirely by advertising revenue and sponsorship, and therefore are interrupted periodically for advertising. The viewer or listener cannot become a member of such a broadcast. (Encyclo, n.d.) History In 1951 television was introduced for the first time in Holland. Here they are aware of the commercial initiatives in England and Luxemburg and are going to think about their own commercial stations. In 1964 on an oilrig, there is broadcasting commercial television for the first time by the Advertising Operating Company (in Dutch, the REM). The government does not agree with this and let the broadcasting halt. The REM was going to be part of the public television. Until 1989 before the stations as RTL-Véronique and TV10 become an official television station. In that time there cannot be a commercial station in Holland, because of the government. They want to protect the public station as much as possible. in 1990 RTL-Véronique is renamed as RTL4 and it became a great success. Since the nineties of the past century there are different stations published at television, like SBS6 and . There is a clear difference between commercial television and public television, as captured in the media law. This has to be sure that there is a good and varied media proffer in Holland. (Robbesom, 2014) TV channels RTL 4, RTL 5, RTL 7 and RTL 8 amuse and inform seven days a week, 24 hours a day many viewers. SBS Broadcasting B.V. (SBS) is part of ProSiebenSat.1 Media AG and held in the three Dutch commercial television (NET 5, SBS 6 and ). Also Veronica Litho, SBS Productions and Teletext companies SBS Text VOF and Veronica / Text VOF are part of the company. (NBF, n.d.) RTL: Our strength lies in good cooperation, both internally and externally. Therefore, we are always looking for active interaction. By uniting their knowledge and skills, by learning from each other and to look beyond our own department and our own company, we create chances and stay competitive. (RTL, n.d.) SBS: In the changing media landscape SBS is building for the future. We want everyone, of any age, anywhere and at any time on our content can and will tune. We do this with a lot of creativity, enthusiasm and energy. (Mönnink, n.d.)

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Brands of SBS:

SBS6: Tuning to SBS6 does recover along a busy day, relax and watch TV to keep abreast of the news. SBS9: Surprisingly good movies and series, SBS9 is for the lovers. Net5: Net5 is surprisingly different, moreish and full of ambition. Veronica: Veronica seduces the viewer with big blockbusters, foreign quality series (comedy, action, crime) and contemporary reality programs. (SBS, n.d.)

Commercials The sales companies of the channels ensure the sale of available airtime to advertisers. They set the rates for the coming period so that advertisers can determine the basis of a list which times they want to purchase. Broadcasting a commercial of 30 seconds will cost an average of € 3000, - based on a time that few viewers get to see the commercial. Broadcasting a commercial at a time when many viewers get to see the commercial can increase costs to around € 40,000 to € 50,000, -. (Juul, 2015)

Research Video

What is VOD ? VOD () are systems, which allow users to select, and watch/listen to video or audio content when they choose to, rather than having to watch at a specific broadcast time. (wiki, n.d) It changes the meaning of “watching TV” -traditionally just sitting in front of the screen in the living room, waiting for a favourite program to come on at a set time. Viewing habits are not the only things changing. Traditional advertising models are changing as innovative technologies such as programmatic and addressable ads allow advertisers to reach consumers in new and creative ways. Many traditional TV providers, including networks and multichannel video-programming distributors (MVPDs), are re-evaluating their business models in order to adapt better to consumers’ evolving habits. (Nielsen, 2016)

Types of VOD Transactional video on demand (TVOD) Customers pay for each individual piece of video on demand content. ex) iTunes, Google Play

Catch up TV A VOD service, which offers TV shows after the original television broadcast.

Subscription models Subscribers are charged a monthly fee to access unlimited programs. ex) , Shomi, Plus, Amazone video, , Tonton, HBO Go

Near video on demand

7 a pay-per-view consumer video technique used by multi-channel broadcasters using high-bandwidth distribution mechanisms such as cable television and satellite.

Push video on demand a technique used by a number of broadcasters on systems that lack connectivity to provide true video on demand or by broadcasters who want to optimize their video streaming infrastructure by pre-loading the most popular contents to the consumer device. (wiki,n.d)

Facts&numbers on VOD

(Nilsen, 2016)

8 -Watching video programming via a paid online-service provider is most popular in North America -Self-reported usage in Europe falls well below the global average, with a response rate of 11%

9 -Younger respondents are more likely to use an Online-Service provider and to plan to cut the cord (Nielsen, 2016)

Trends There are different trends coming up these days regarding to television, which we have to take into account creating a new broadcasting system. The most important one is that Internet is becoming a spine in the world of television. Everything we do, based on media, information and communication, goes through the Internet. In addition, it is becoming more popular to watch television through other devices like smartphones and tablets. Hereby comes the possibility to watch programs delayed or use it as a second screen. Other trends, which are interesting, is the fact that musical television is doing really well these days (Jethro Nededog, 2016). With musical television programs you can think of ‘The Passion’ or a Dutch program like ‘Jeroen in California – songs of life.’ Despite the march of smartphones and tablets, television is still a favourite medium to watch movies and television programmes. Almost nine of ten (87%) is watching television on a daily basis, whether or not on demand. On an average we do this for three hours, 23 minutes longer than one year ago. (Beemster, 2015) But how much cost television? Hilversum does not want to be clear about how much it costs, but State Secretary Dekker said that on hour television cost on an average €57.938 euros. The broadcasting bosses fear that they can no longer have a good collaboration about broadcasting or contracts with presenters if they have to reveal everything. They are especially afraid for substantive involvement of the politics with their programmes. (Benjamin & Takken, 2016) State Secretary Dekker wants to give people who watch television more freedom of choice by taking a package of channels. He wants to get rid of the standard package of at least thirty channels, like now is mandatory. Hereby he wants to lead to a new way that people can compose their own packages. (Miltenburg, 2016) A new way of watching television is through a Smart television. This is a television where people can go online and use different apps, like Youtube, Netflix or NPO. In a lot of televisions there is a built-in camera. For example, RTL is creating their own technical platform for the measurement of viewing habits. They are working on an algorithm for face recognition and like that they can measure how faces look when a kind of presenter is on television. (Broadcastmagazine, 2016) The apps are used by many consumers on smart TVs, according to a survey of over 4,400 consumers with a smart TV, according to the Consumentenbond. The apps that are been using are actually used, by with more than three quarters. Almost 30% percent of the respondents younger than 35 years are using the apps on a daily base. Almost a quart of the five-fifties is using the apps at least once a week. Especially Netflix, NPO, Youtube, NOS and RTL XL are the most used apps on a smart TV. (De Consumentenbond, 2016)

10 Technological aspects: The NPO is going to save an amount of money, €16,6 million euros, from it is own budget. This will start in the beginning of 2017.

The NPO has five ambitions for performing their role in the society. 1. Leading content and recognizable; they have character and give meaning to quality, creativity and diversity. 2. With everyone and for me; when, where and with. 3. NPO, a strong brand; one simple name to find everywhere, not like before when all the names where separate (like VARA, KRO et cetera). 4. Directed distribution; easy to find online, on a smartphone, tablet et cetera 5. Professional Media Company; the company listens to the audience, in the future they want to do that in a faster way. (NPO, n.d)

Ideological

Target group analysis

Analysis of existing broadcasters This paragraph is about the already existing (Dutch) broadcasters. We made this analysis to get more insight in target groups of broadcasters in the Netherlands. Below you find an overview of Dutch public channels (NRC, 2008). http://vorige.nrc.nl//achtergrond/article1959906.ece/Profielen_van_de_zenders_van_d e_publieke_omroep

NPO 1: Motto: Popular, entertainment, family broadcaster Target Group: convenience-seeking citizens Competitors: RTL 4, SBS 6 NPO 2: Motto: Informative, religious Target group: Steadfast religious, participatory citizens, tolerant world citizens Competitors: VRT, BBC NPO 3: Motto: Young, wayward, experimental Target Group: Ambitious reveller, carefree voltage detector, participant citizen Competitors: RTL 5, Net 5, Veronica We also did an analysis about Commercial television. Because we think it is important that we take a look into different channels and their target groups.

SBS6 (Sanoma, 2015) : Motto: Daring, innovative, surprising Target group: Age from 20-49 years old with an average level of education; enjoy the little things in life with in first place family Competitors: RTL 4, RTL 5, NPO 1 http://www.sanoma.nl/merken/artikel/sbs6nl-publ-partn/digital/merk- profiel/pdf/?c=adverteren

11 RTL (Vis, 2008): Motto: Entertainment, surprising Target group: The ‘buying consumer’, within the age of 20 til 49 years old. Competitors: SBS6, RTL 5, NPO 1

Veronica (Sanoma, 2016): Motto: Entertainment, enjoy, serious, ambitious Target group: Young adults, slide more oriented on men, hard working Competitors: RTL 4, NPO 3 http://www.sanoma.nl/merken/artikel/veronicatvnl-publ-partn/digital/merk-profiel/

Vision television as a medium The vision of television as a medium is “Reach many people fast and effectively”

No one can deny that television is the one of the major and the most effective mass media in our society. Due to that fact, people generally believe that television makes people passive and dumb. Watching television is a passive way to spend time with no social interaction. Viewers just receive what is on the television. Moreover, television could be addicted so it will make people passive when they watch more than a couple of hours of day. Also, It depends on the programs, people just believe in television with no doubt. It could make people to avoid thinking deeply, and to just accept what the television shows them. We think people have to re-think and create their own opinion. To solve those problems, people should be offered good quality of television programs even just entertaining programs. We think the government has a responsibility to do this. Main reason of watching TV is for amusement. Enjoying amusement is one of the important human rights so people should be provided sound and fine quality of entertainment. To realize it successfully, the government should give advice to the broadcaster but they don’t have to create it.

There is a doubt about existence of television in the future. As the development of technology, a variety of media were appeared. It doesn’t mean the new medium totally replace the prior media. After inventing of television, for example, even though original purpose of the radio and print media are replaced by television, they are still used actively. Therefore, television itself might disappear but concept of television will stay. When it comes to the Internet, we think the concept between television and the Internet is different but it is getting more similar. People tend to set their agenda and be influenced by issues on the television. There are same phenomena on the Internet. Especially these days, people can easily make their own broadcasting through Youtube on the Internet. So we think the Internet could be the form of television.

12 Plus, we think that apps will replace television in the future. We can only watch the programs following the TV guide but using the apps, it is possible that we can watch our favorite programs anywhere anytime we want. This strength would attract viewers and the more viewers would use apps instead of the television

Vision on public television – june Connect people with knowledge trough educational and informational programs, with a touch of entertainment.

Our public television

Concept The concept of our new broadcasting system is a specific channel on a smart television, assuming every house holding has a smart television in thirty years (BRON). This broadcasting system will only be focused on programs, series or movies that are informational, educational, or with an educational touch. The main advantage of this broadcasting system is that people have the possibility to choose between watching linear or non-linear television. To watch this channel, people should subscribe for it. In the beginning this will only be necessary if people want to watch non-linear television, but looking at our long-term goals, everyone should subscribe whether they want to watch linear or non-linear television. This causes that the broadcasting system is able to add recommendations for the viewers regarding to what they have watched before.

How the application will look like At first sight, you see several categories, which you can choose. There are possibilities for viewers to choose between the categories children, teenagers, young-adults, adults, and elderly. From this point, the viewer has two options. Option one is to watch linear television. This is shown with a button, which says ‘Watch Now’. Here the viewer can see programs, which are chosen by the broadcasting system. Option two is to watch non- linear television. Here you have the opportunity to watch something whatever you like, which is carefully selected for the specific age category. This can differ from series, which will weekly have a new episode, movies or other programs like the daily news. Besides this choice you can make, every category has again categories. These categories differ from each other. It depends if you are looking at for example the children’s page or on the page for adults.

Members Viewers will have the opportunity to become a member by paying €4,95 per month to support the broadcasting system. They can become a member by subscribe. Once they

13 are a member, in exchange they get the privilege to watch their programs without any commercials.

Visuals for the concept

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Core values - Accessible - Reliable - Educated

We have chosen for accessible, because we want to be accessible for everybody. We are accessible via linear TV and non-linear TV and via the television as a medium, but also via Internet and smartphones. We have chosen for reliable, because we only broadcast programs with an educational background and they need to be reliable and trustworthy for the viewer. As a channel we are reliable in a way that we always stay-up-to-date. We want to be reliable in a way that we serve the right programs for the right target group. We have chosen for educated, because the goal of our broadcast system is to educate people but with a touch of entertainment. Each program we are showing has an educational meaning or background.

Vision - melissa Everyone can and will learn from television programs.

(explain)

Mission - melissa Bring knowledge to the people to make a better and smarter society.

(explain)

That we are only putting educational , we think it is our responsibility to show education. They can be entertainment

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Targetgroups In this chapter we are going to explain our target groups. We are saying that public television is for everyone, so we made different target groups of ‘everyone’. We chose to divide our target groups on age. We think this is the most efficient way to serve our target group. In this chapter every target group will be explained, in terms of characteristics. And we will answer the questions how do we serve our target group and how do we reach our target group. We divided our target group in different segments: • Children ( 1 - 10 years) • Teenagers (11 - 16 years) • Young adults (17 - 25 years) • Adults (26 - 54 years) • Elderly (55+ years)

Children (1 - 10 years) Our first target group exist of children. This target group is from one year old because we feel that children under 1 do not watch television in a way that it influence them. Also American child doctors advise to let children under two years not watch television (Ouders van nu, 2016). What kind of programs? The children from 1 to 5 like to play with simple, without much detail, toys. Kids are developing really quick from 1 to 5. They go from crawling to walking and talking. These small children like programs which are calm, with lots of color and music. They remind programs the most when there is less to no talking (Kijkwijzer, 2016). So our programs will include bride colors, as the primary colors red, yellow and blue. It will be programs with lots of music and little talking. The programs will also be short because children do not have the patience to watch long episodes (Anababa, 2016).

17 Children from 5 to 10 years old watch more different programs than children from 1 to 5. They like to watch television because it calms them down and give them an opportunity to relax. These older children like to watch animated programs too. But mostly they like to watch programs which are specially made for them, but also documentaries about other children. Not only they like those programs, they also like to watch what their parents are watching. As long as the parents will explain it (Kijkwijzer, 2016). Therefore we will include animated programs, but also programs with roles of children. How do we reach them? We reach our target group by reaching their parents. We see children using the Ipad when they are two years old. If parents know how to use our platform children will know how to get there too. In the platform/app there will be a children's page. In this way children will not be exposed to programs they should not watch. These parents will know about our platform through new social media and through schools and kindergarten.

Teenagers (11 – 16 years) Our second target group segment is teenagers. This target group is from 11 to 16 years old because we feel that after 16 years these teens are growing up and wanting to watch more grown-up programs.

What kind of programs? Teens love to watch foreigner drama series and films with a romantic touch of exiting. Boys in this age like to game more than watch television (Hoogervorst, 2014). Also they are deciding themselves what they are watching, some parents still want to control what their children are watching. They are searching through sensational programs, because they are pushing boundaries, also they will search for programs including sex (Nikken, 2016). Therefore the problems that we will include for the teens will be programs which are developed for adults. Because this target group already feels like their a grown up. Of course this will be programs which are allowed to watch as a teen. These programs will also include sex, because we feel if we offer this they will see it in a right way and not in a way the internet provides them. Still parents have an option on showing their children what they want. How do we reach them? We reach these children trough their parents in the beginning but later they will search for themselves. Important is, that we offer what they want, otherwise they will search for other videos and they made see stuff parents do not want them to see. We reach these teens by the newest (social) media trends. This will probably include video and pictures.

Young adults (17 – 25 years) The third target group is young adults, these young adults are from 17 to 25 years old. We choose this target group segment because we feel that this age is a kind of transition. These adults are watching teen programs but also programs for adults. They are not searching for boundaries anymore and want to watch programs which interest them. What kind of programs?

18 Young adults are watching much series and like to watch them where they want wherever they want (den Bouwmeester, 2015). That is what we will provide them with our app. Important is that we offer them an option to watch all episodes from series. Not only will soaps be included, but also more grown-up programs such as documentaries. How do we reach them We reach our young adults by offer them the programs they want. Young adults are in the prime of their life and want to be inspired by everything and they are figuring out what they want. For that they will also try other platforms and apps. They will come back to us because they realize that we are giving them educational and interesting programs. We reach young adults the same as we will reach teens.

Adults (26 – 54 years) Adults within this age are watching a lot of different programs. Well noted that low and high educated people watch different programs and do have other interests (ANP, 2014). These adults usually have a busy life, with their career and family. What kind of programs? Because this target group segment is so busy they have to make time to watch television. In our opinion it is important that the programs they are making time for are full with content. Also the option that they can watch linear TV on our platform is – of course for everyone – but most of all for them. It is if they do not want to choose, because they are tired, what they want to watch. We make sure that programs are educational for low and high educated people. How do we reach them? We reach this target group segment through our option with linear TV. We give them a variety of different programs but we also give them an option to not think about what they want to watch. This linear TV will be focused on their age group. We will reach adults through their work (advertisement) and also through less new (social) media.

Elderly (55+) The last target group segment are viewers who are 55 years and older. This segment are at the end of their career or do not work anymore and usually have more spare time. Also their interests are different because of the different lifestyle they will have. What kind of programs? The elderly is our target group segment who are watching the most television (Trouw, 2007). Also the viewing numbers of live television is reducing, except for the 55 plus viewers (Dewitte, 2015). A reason for this is because the younger people know how to watch Netflix etc. (den Bouwmeester, 2015). Because of this our programs will be educational with a touch of entertainment. Also live programs will be included. These programs will include discussion. In our platform there will be given non-linear and linear TV. Because the elderly have more time and know how to use the internet, thus our programs will focus on our non-linear television but also on our linear television, where they can watch live programs and discover new programs. How do we reach them? We reach this target group segment by showing them programs with content. We also reach them through Facebook this target group is the target group segment who grew up with Facebook and we think that a majority will still use Facebook. By Facebook ads and Facebook pages they will know what kind of programs we serve.

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Public television & Money Our public television system is gaining money via the government. The government has to subsidise the public television. The consumer pays tax to the government and the government gives the public television a certain amount of the tax money. So indirectly the viewers pay for the public television. We want to keep the commercials in the way they are right know with the STER, but we want to add half way the program a commercial break. This, because we can make more money out of these commercials. We also want to recruit members who support the public television channel. These members pay 4,95 per person per month. This money is an extra to support the channel and in return members have the privilege that they got no commercials while watching programmes.

We have made these choices, because we think it is good that the viewers pay indirectly for public television, because everyone watches something of the public television. Also the government gives away a part of her tax and that shows that the government has some sort of influence on the public television. We have chosen to keep the commercials almost the same, because STER puts the commercials before and after the program and we believe commercials are needed to make some extra money. Therefore we have added an extra commercial break half way the program, to make extra money and eventually this will lead that the viewers pay less money. We believe commercials have an added value according to companies, because they will benefit from the fact that they have exposure of their brand. We have chosen for the members, because right know people also can support a broadcaster and we want to keep this, because it is an extra way to make money and to associate people with your broadcaster. We want them to pay 4,95 euro per person each month, to gain an extra profit and give them in return no commercial breaks, because people see this as an obstruction.

Long-term planning

In this long term planning we will explain how we are going from the era we are living now till the era we will live in, in 30 years. In this planning we will explain how it will change. We think that linear and non-linear will always be popular. The ‘Netflix generation’ do likes to watch non-linear television. But we think that after some time they are getting tired of the choices they have to make all day long – because things are getting more and more customized – and they will just be wanting to watch what our programming is offering them. Because of the above reason we decided to not skip linear television. We think that it will disappear in the way it is now, but we think that the idea of turning the TV on and just watch what is on, will not disappear. We think that the ’s and KPN’s from now will disappear. We feel that every channel will provide the spreading and broadcasting itself. We think this because the internet is making it easier and cheaper. Because of this we created the platform with non-linear and linear television.

20 Table 1 is made to give an idea of how old the ‘Netflix generation’ is in the next 30 years, also is included how old their parents are. These will be the two pointers to create the planning on how we are going to handle these next 30 years. The parents of the ‘Netflix generation’ are knowing how to use internet and are willing to learn how to use non- linear television. With elderly we mean the people who do not know how to watch non- linear television and never will.

Table 1 | Overview aging in 30 years

Age 'Netflix Age parents Elderly Linear Non-linear Years generation' 'Netflix generation' television television

2016 - 70 years 2020 20 years old 50 years old old x x

2020- 80 years 2030 30 years old 60 years old old x x

2030- 90 years 2040 40 years old 70 years old old x x

2040- 100 2050 50 years old 80 years old years old x x

2016 – 2020 In these years Netflix will increase under the teens and young adults. Because non-linear television will offer more and more, because it is popular right now. The adult people are familiar with non-linear television but are not likely to use it in these years. The 55 plus viewers are usely happy if they know how to e-mail, use Word and Facebook on their computers, laptops and Ipads.

2020 – 2030 From 2020 the adults will understand for example Netflix more and they are likely to use this more often to watch the films they want and occasionally start with watching a show. Nonetheless they do not see the benefit of non-linear television if it also being broadcasted on linear television. They will see the benefit of it when they do not have the time for the program they want to watch at that time so they will record it or watch it back through non-linear television. In these years the computer will slowly fade away and 99% of all people will have WIFI. This also means that the computer is less used and the laptops, Ipads, Smartphones and Smart TVs will be mostly used to watch television.

2030 – 2040 The parents ‘Netflix generation’ is around the 40 years now and will definitely use non- linear television now. But we will still offer linear television on the television because the elderly is now 90 years old and they are still using this linear television. Especially because they are the group who is watching the most television. We can also still nog

21 assume that everyone has a smart TV or a laptop. Because these people know how to use a computer and are likely to still use one.

2040 – 2050 Now the last elderly viewers supposed to be passed away and everyone has a smart TV. Other televisions would not be for sale anymore. Everyone can use our app right now and we will stop broadcasting through KPN or Ziggo and will only broadcast through our app. This app can be downloaded on smart TV, Ipad/tablet, smartphone and laptop. Also this platform will be available on the World Wide Web.

Subscription In the beginning people can use our app or website without a subscription because we want to make it available for everyone. And public television should be available for everyone. After some time and more people know how to use internet and apps, the subscription will be obligated. This will be a simple subscription which can be filled in by anyone. This subscription is also convenient because more and more is done by using big data. If people need to log in the app can be more customized and makes possible that viewers are having a more selected view.

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Literature

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