Changes in the Audience - Challenges and Opportunities
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2013 AMS Delivering on Broadcasting’s Future Changes in the Audience - Challenges and Opportunities KIM Hae-Ran Korean Broadcasting System(KBS) [email protected] About KBS • Key Public Service Broadcaster of Korea • 2 Terrestrial TVs • 6 Cable TVs Global KBS • 7 Radio Channels • KBS World together (satellite chs) with Korea • 4 Terrestrial DMBs • Active Member of International Broadcasting Organization : ABU, AIBD, EBU, PBI, INPUT, 2013 Broadcasting Policy IATAS 2 PSY ‘Gangnam-Style’ 3 PSY ‘Gangnam-Style’ • Over 1.6 Billion views Reasons for Success • Successful case of using - content itself ‘social media’ through the - social infrastructure changes in broadcasting - cooperation with various fields environment - the influence of Terrestrial TV (CNN, MTV, NBC) 4 The Changes of Media Environment Analogue switch-off by the end of 2012 KBS started Korea View, Player K, N-screen service * N-screen: 4As, any contents, any time, any where, any device Public Functions Content Values Digitalization Contents Broadcasting Platforms 5 The Analysis on Korean TV Media Consumers • 72%of Koreans use SNS messengers while watching TV 72% • 39% use the messengers to talk about the TV program they are watching at the time 39% “Korea has higher potential than any other country in Social TV.” The chances of success of Social TV in Korea is high. 6 3.8 N Screen • We have good conditions for the success of social TVs, however do not have successful Social TV services yet. • Korean TV viewers mainly watch terrestrial TV contents, but Terrestrial TV stations are not positive about experimental viewing methods. 7 Current Conditions and Outlook for Smart Media Services More people tend to watch TV or listen to the radio with their Smartphones. Online TV viewers Live broadcast ratings have declined while watching TV online has increased Live broadcast viewers 8 Why People Watch Terrestrial TV Without TV Sets CUSTOMERS WANT THEIR DEVICES TO WORK TOGETHER ANY TIME, ANY PLACE. 9 Big Data (SNS Analysis) Mass data produced in digital environment 10 Strategy of Terrestrial Broadcasting for Smart era (KBS) • Live Channel, 7 TV Channels, 7 Radio Channels, VOD contents, Programming Information 11 • Hybrid TV combined with Terrestrial Channel and Internet Networks. - Launching Commercial Service, the first OHTV KBS iCon in March 2013 12 • OSP (Open Smart Platform ) - PP (Program Provider), CP (Contents Provider), individual distribute contents by uploading them freely - Constructing 20 productions open smart alliance and platforms - Planning to spread services throughout Asia - Contents Providers(KBS,MBC,SBS,EBS,YTN) Distribution Systems(Contents and Distribution Hub) Network Providers(Broadcasting and Internet Network) Window Providers (Various Receivers) 13 Growth Plan for Smart Media • Actualizing Consumer Oriented Broadcasting Service - Openness, participation, and sharing - Systemizing live broadcasting and Smart Broadcasting Service • Intensifying N-screen Contents Business Strategy - Improving Contents producing ability for smart media services • Expanding Ubiquitousness and Globalization - Maximizing the Contents that cover all the platform and utilization of social media • Creating win-win Eco-system of media - Take full advantage of the unique characteristics of each media platform (synergy effect) 14 The Role and Importance of KBS as a Key Public Broadcaster Leading the quality of the entire broadcast market Improving audience welfare Strengthening with free and universal services Global positioning 15 Leading the standard of the entire broadcast market - As compared with the abundant platforms, a shortage of contents is intensified, causing the flood of commercial and provocative contents - Role of leading Korea’s broadcasting quality by producing high quality contents and contributing to the development of the whole broadcasting culture has become important. 16 Improving audience welfare by providing free and universal services - For the disadvantaged who can’t afford to pay for TV, KBS has established a digital multichannel service called K-View( Korea View) - Terrestrial Multi-channel services should be promoted from the point where viewers can enjoy the benefits such as expansion of direct receivers, choosing a wide range of high quality broadcasting services - Strengthen the public interest of public broadcasting, by using a differentiated terrestrial platform, pay-TV platform and expanding the public program. - Improving audience welfare by providing multi broadcast services for the alienated groups 17 Strengthen Global positioning - Spread Korean Wave Dramas, K-POP, and high- quality documentary production around the world to strengthen a global phase of Korea Global KBS Together with Korea 18 Thank you 19.