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Interactive Content and Convergence: Implications for the Information Society

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Interactive Content and Convergence: Implications for the Information Society Interactive content and convergence: Implications for the information society A Study for the European Commission (DG Information Society and Media) By Screen Digest Ltd, CMS Hasche Sigle, Goldmedia Gmbh, Rightscom Ltd Final Report October 2006 screendigest Interactive content and convergence: implications for the information society Interactive content and convergence: Implications for the information society screendigest Published October 2006 by Screen Digest Limited Screen Digest Limited Lymehouse Studios 30/31 Lyme Street London NW1 0EE telephone +44/20 7424 2820 fax +44/20 7424 2838 Contact: [email protected] Author: Screen Digest, Rightscom, Goldmedia, CMS Hasche Sigle Editor: Ben Keen, Vincent Letang Layout: Tom Humberstone, Leander Vanderbijl The opinions expressed in this study are those of the authors and do not necessarily refl ect the views of the European Commission. The observations, opinions or suggestions in this report do not necessarily refl ect the opinion of the authors, unless explicitly marked as such. Deliverables of the study Volume One: Executive summary and Main Final Report [this document] Volume Two: Annexes 2 Table of contents Table of contents 3 2.3 Television 71 2.3.1 TV Value chain and market trends 71 List of fi gures 7 2.3.2 Generic obstacles to digital TV distribution 80 Executive summary and main fi ndings 11 2.3.3 ‘Red button’ interactive TV 85 2.3.4 Walled garden networks 86 Introduction 19 2.3.5 Online TV (Internet based TV) 87 Consultation of stake-holders 20 2.3.6 IPTV 88 Taxonomy and defi nitions of digital content 2.3.7 Mobile television 88 services 22 2.3.8 Case study 3: Fremantle Media 89 2.3.9 Case study 4: PACT terms of trade Digital distribution of content 25 agreement (Best practice) 91 1.1 Th e opportunities and challenges of 2.4 Games 93 digital convergence 25 2.4.1 Summary of main roadblocks 93 1.2 Digital distribution of content: 2.4.2 Digital value chain 93 state-of-play, market data and 2.4.3 Market trends 96 perspectives 29 2.4.4 General obstacles to digital 1.2.1 Penetration of enabling technologies 29 distribution of games 104 1.2.2. Uptake of digital content 2.4.5 Digital download of games 113 distribution 33 2.4.6 Games on Demand 114 1.3 Th e challenges to digital distribution 39 2.4.7 Online gaming 115 1.3.1. Category 1: Technology issues 40 2.4.8 Interactive TV games 116 1.3.2. Category 2: Content right issues 40 2.4.9 Case Study 5: Introversion 1.3.3. Category 3: Piracy 40 Software 118 1.3.4. Category 4: Legal and regulatory issues 2.5 Radio 120 40 2.5.1 Introduction 120 1.3.5. Category 5: Competition issues 41 2.5.2 Summary of main fi ndings 120 1.3.6. Category 6: Economic and business 2.5.3 Value chain and market trends 125 obstacles 41 2.5.4 Broadcast Digital Radio 127 2.5.5 Online-Radio and Podcasting 135 Part two: focus on specifi c content 2.5.6 Mobile Digital Radio 140 industries 43 2.5.7 Case Study 6: Visual radio 145 2.1 Music 43 2.5.8 Case study 7: DAB in Sweden 2.1.1 Value chain and market trends 43 and the UK 148 2.1.2 Main obstacles 49 2.6 Publishing 151 2.2 Movies 58 2.6.1 Summary of main fi ndings 151 2.2.1 Value chain and market trends 58 2.6.2 Digital value chain and market 2.2.2 Legal/regulatory obstacles 63 trends 151 2.2.3 Technical obstacles 64 2.6.3. Market data 160 2.2.4 Economic obstacles 66 2.6.4 Technical roadblocks 164 2.2.5 Case study 2: Tiscali UK 70 2.6.5 Economic roadblocks 166 2.6.6 Legal and regulatory roadblocks 170 Screen Digest, Goldmedia, Rightscom, CMS Hasche Sigle 3 Interactive content and convergence: implications for the information society 2.6.7 Focus on newspaper and magazine 3.2.7 Legal issues and roadblocks 258 publishing 173 2.6.8 Focus on digital books 175 Summarising the main challenges 263 2.6.9 Case study 8: Guardian Unlimited 177 4.1 Main fi ndings 263 2.6.10 Case study 9: Hubert Burda 4.1.1. Digital distribution is happening 263 Media 178 4.1.2. Th e biggest challenges yet to 2.6.11 Case study 10: MoMac 179 overcome 265 4.1.3. Remedies 267 Horizontal focuses 181 4.2 Conclusions per category of obstacle 269 3.1 Focus on legal and regulatory issues 181 4.2.1 Technology issues - access to 3.1.1 Introduction 181 enabling technologies 270 3.1.2 Summary of the key legal issues 181 4.2.2 Content right issues – licensing of 3.1.3 EU legal framework for digital content for digital distribution 275 content 184 4.2.3 Piracy 284 3.1.4 Copyright-related issues 193 4.2.4 Legal and regulatory issues 286 3.1.5 Regulatory issues 214 4.2.5. Competition issues 288 3.1.6 Consumer protection issues 242 4.2.6 Various business obstacles 294 3.2 Focus on mobile distribution 246 3.2.1 Defi ning ‘mobile’ content 246 Footnotes 303 3.2.2 An overview of the mobile content marketplace 246 3.2.3 Mobile stakeholders 249 3.2.4 Mobile distribution of major content categories 251 3.2.5 Technical roadblocks 254 3.2.6 Economic roadblocks 256 4 European Commission © 2006 Table of contents List of case studies to be found in the report 1. Music: TuneTribe (digital music platform and facilitator) 2. Movies: Tiscali UK (downloading movie platform) 3. Television: Fremantle Media (TV production company looking into new media opportunities) 4. Television: PACT (all industry agreement on terms of trade for new media exploitation - best practice) 5. Games: Introversion software (game developer offering download services) 6. Radio: Visual Radio (digital interactive radio service for mobile phones) 7. Radio: DAB in Sweden and the UK 8. Publishing: Guardian Unlimited (digital developments of a newspaper publisher) 9. Publishing: Hubert Burda Media (digital developments of a magazine publisher) 10. Publishing: MoMac (facilitator for publishers to transfer content to mobile devices) 11. Regulation: De-bundling of audiovisual football rights 12. Copyright regulation: Legal limitations for new forms of exploitation in European legislations 13. Copyright regulation: The German copyright law reform 14. Copyright regulation: US Orphan Works Act 2006 15. Copyright regulation: Collective management systems for online exploitation 16. Regulation: Film Online Charter 17. Regulation: Access to Apple’s FairPlay DRM system 18. Regulation: Parallel exploitation (Channel Four – PACT agreement) 19. Regulation: UK code of practice 20. Regulation: Public service remit for German public service broadcasters 21. Regulation: Cost control of public broadcasters in particular Member States 22. Regulation: Section 53 of the Interstate German broadcasting agreement 23. Regulation: Music downloads and consumer law in Norway 24. Mobile digital media: First Hop (mobile delivery enabler) Annexes Television: Vodeo.tv (documentary VOD service) Television: INA.fr (TV archive VOD service) www.screendigest.com 5 European Video: Market assessment and forecast 6 screendigest © 2006 List of fi gures Executive summary and main fi ndings 11 Figure 17: Online penetration in Figure 1 : Uptake of digital distribution/ households in the EU 30 exploitation of content in Europe 13 Figure 18: Broadband penetration per Figure 2 : Summary of main hindering capita – selected countries 31 factors 16 Figure 19 : Availability of 3G services 31 Figure 3 : Th ree digital platforms, six Figure 20 : 3G penetration, EU v. Japan/US 32 categories of content 19 Figure 21 : 3G penetration: Europe’s Figure 4 : Methodology of the study 19 big 6 v. Japan 32 Figure 22 : Personal digital audio Introduction 19 players (‘MP3 players’) 32 Figure 5 : Organisation of the working Figure 24 : Mobile music revenues 33 team 20 Figure 23 : Online music revenue forecasts 33 Figure 6 : Th e value chain of digital content 20 Figure 25 : Online movie revenues 34 Figure 7 : Focus groups and workshop Figure 26 : Online movie revenues 34 organised (2006) 21 Figure 27 : Online TV revenues and Figure 8 : Stake-holder consultation by walled garden on-demand 35 country of origin and content category 21 Figure 28 : European games market Figure 9 : Taxonomy of digital content (retail and digital) 36 services 22 Figure 29 : Penetration of digital radio 36 Figure 30 : Radio advertising revenues 36 Digital distribution of content 25 Figure 31 : Online revenues of traditional Figure 10 : Th e four eff ects of interactive publishers (on existing brands) 37 convergence on traditional content 26 Figure 32 : Summary of market forecasts 38 Figure 11 : Content value chain, the Figure 33 : Digital content market in the situation today 27 EU, market size 38 Figure 12 : Content value chain, the Figure 34 : Digital content market in the convergent single market 27 EU, market size 38 Figure 13 : Th e simplifi ed value chain and main players in converging content Part two: focus on specifi c content industries 27 industries 43 Figure 14: Penetration of essential Figure 35 : Online music forecast 44 technologies in the EU 29 Figure 36 : Online music revenues in Figure 15: Broadband penetration Europe 44 EU v. USA 29 Figure 37 : Music revenues per country Figure 16: PC penetration in households and per capita in 2005 45 in the EU (selected countries) 29 Figure 38 : Mobile music revenues (full track downloads) 45 Screen Digest, Goldmedia, Rightscom, CMS Hasche Sigle 7 Interactive content and convergence: implications for the information society Figure 39 : Online movie revenues - Figure 64 : Th e ten biggest Commercial share of total movie revenues 58 Radio Companies in Europe 124 Figure 40 : Total European pay TV PVR Figure 65 : European and US Net Radio homes forecast 73 Advertising Expenditure 125 Figure 41 : Television content value chain 73 Figure 66 :
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