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OMPI FECHA: 30 De Noviembre De 2010 ORGANIZACIÓN MUNDIAL DE LA PROPIEDAD INTELECTUAL GINEBRA

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OMPI FECHA: 30 De Noviembre De 2010 ORGANIZACIÓN MUNDIAL DE LA PROPIEDAD INTELECTUAL GINEBRA S SCCR/19/12 ORIGINAL: Inglés OMPI FECHA: 30 de noviembre de 2010 ORGANIZACIÓN MUNDIAL DE LA PROPIEDAD INTELECTUAL GINEBRA COMITÉ PERMANENTE DE DERECHO DE AUTOR Y DERECHOS CONEXOS Decimonovena sesión Ginebra, 14 a 18 de diciembre de 2009 ESTUDIO SOBRE LA DIMENSIÓN SOCIOECONÓMICA DE LA UTILIZACIÓN NO AUTORIZADA DE SEÑALES: PARTE I: ACTUALES TENDENCIAS DEL MERCADO Y LA TECNOLOGÍA EN EL SECTOR DE LA RADIODIFUSIÓN preparado por Screen Digest, Londres* * Las opiniones y puntos de vista expresados en el presente estudio son responsabilidad del autor. El estudio no refleja el punto de vista de los Estados miembros de la OMPI ni de su Secretaría. SCCR/19/12 página i ÍNDICE RESUMEN.................................................................................... .......................................................... 2 COMPETENCIA EN LOS SERVICIOS DE TELEVISIÓN POR CABLE.............................. 2 TELEVISIÓN A LA CARTA Y TELEVISIÓN POR PROTOCOLO DE INTERNET (IPTV) .4 EL SALTO A LA TECNOLOGÍA DIGITAL TERRESTRE .................................................. 5 SERVICIOS DE TELEVISIÓN POR INTERNET ................................................................ 6 LA TELEVISIÓN MÓVIL EN LOS MERCADOS EMERGENTES ...................................... 8 METODOLOGÍA ................................................................................................................................... 9 INTERPRETACIÓN DE LOS DATOS Y LAS TENDENCIAS DEL MERCADO.................. 9 MERCADOS DESARROLLADOS Y MERCADOS EN DESARROLLO.............................. 9 PAÍSES QUE FIGURAN EN LOS GRÁFICOS Y CUADROS.............................................. 9 ASPECTOS GENERALES Y DESCRIPCIÓN DE LA TECNOLOGÍA ............................................ 10 TELEVISIÓN DIGITAL ................................................................................................... 10 PLATAFORMAS DE TELEVISIÓN ................................................................................. 11 TELEVISIÓN TERRESTRE .................................................................................... 11 TELEVISIÓN POR CABLE..................................................................................... 12 TELEVISIÓN SATELITAL..................................................................................... 13 IPTV....................................................................................................................... 14 DISTRIBUCIÓN DE CONTENIDOS PARA DISPOSITIVOS MÓVILES........................... 15 DVB-H ................................................................................................................... 16 SISTEMAS DE 3G .................................................................................................. 16 DISTRIBUCIÓN DE CONTENIDOS POR INTERNET...................................................... 16 TECNOLOGÍAS DE TELEVISIÓN DE AVANZADA ....................................................... 17 SISTEMAS A LA CARTA....................................................................................... 17 VIDEOGRABADORAS PERSONALES............................................................................ 18 PUBLICIDAD TELEVISIVA DE AVANZADA ............................................................... 19 PUBLICIDAD INTERACTIVA ............................................................................... 19 PUBLICIDAD A LA CARTA .................................................................................. 19 PUBLICIDAD ORIENTADA A LAS PREFERENCIAS DEL USUARIO .................. 20 TENDENCIAS DEL MERCADO.............................................................................................. 21 ASPECTOS GENERALES ...................................................................................... 21 TELEVISIÓN DIGITAL TERRESTRE .................................................................... 24 DIGITALIZACIÓN DE LA TV POR CABLE........................................................... 27 PRESTACIÓN DEL SERVICIO DE IPTV................................................................ 30 SISTEMAS HÍBRIDOS ........................................................................................... 34 DISPONIBILIDAD DE LOS SERVICIOS DE VÍDEO A LA CARTA ....................... 35 DISTRIBUCIÓN DE CONTENIDOS PARA DISPOSITIVOS MÓVILES ................. 38 TENDENCIAS DEL MERCADO DE LA PUBLICIDAD .......................................... 40 SERVICIOS DE VÍDEO POR INTERNET ............................................................... 42 PUBLICIDAD EN LA TELEVISIÓN AVANZADA ................................................. 46 ESTUDIO DE CASOS.......................................................................................................................... 48 INDIA..................................................................................................................... 48 CHINA ................................................................................................................... 49 EMIRATOS ÁRABES UNIDOS .............................................................................. 50 EGIPTO.................................................................................................................. 52 BRASIL.................................................................................................................. 53 SCCR/19/12 página ii CHILE .................................................................................................................... 54 GHANA................................................................................................................. 55 NIGERIA............................................................................................................... 57 SUDÁFRICA .......................................................................................................... 58 RUSIA .............................................................................................................................. 59 ESTADOS UNIDOS DE AMÉRICA ........................................................................ 60 JAPÓN................................................................................................................... 62 RESUMEN SOBRE LOS MERCADOS DESARROLLADOS Y EN DESARROLLO ..................... 63 GLOSARIO ............................................................................................................................... 64 APÉNDICE ........................................................................................................................................... 58 ÍNDICE DE GRÁFICOS Gráfico 1. 2009: Penetración en los hogares de plataformas de TV Gráfico 2. 2009: Penetración en los hogares de las plataformas de TV Gráfico 3. 2009: Penetración de la televisión terrestre en los hogares con TV Gráfico 4. 2009: Penetración de la TV por cable en los hogares con TV Gráfico 5. 2009: Hogares con TV equipados con servicios de IPTV Gráfico 6. 2009: Hogares con TV equipados con servicios de vídeo a la carta Gráfico 7. Volumen del mercado de la publicidad en televisión y tendencias de crecimiento Gráfico 8. Penetración de la banda ancha en los hogares en 2009 Gráfico 9. Penetración de la TV en los hogares en 2009 ............................................................ Gráfico 10. Penetración de la TV de pago en los hogares, 2009 ................................................ Gráfico 10.1.1. Penetración de la TV multicanal en los hogares, 2009 Gráfico 10.1.2. Penetración de la TV digital en los hogares 2009 Gráfico 11. Penetración de los servicios de vídeo a la carta en los hogares, 2009 SCCR/19/12 página 2 RESUMEN 1. El mercado mundial de la radiodifusión es hoy objeto de una expansión y de un cuesti ona miento de su estructura sin precedentes. La capacidad de acceso cada vez mayor a los servicios de televisión, a raíz del mayor número de ingresos disponibles en todo el mundo va a la par de un auge de las nuevas plataformas de distribución y de la consolidación de las que ya existen. Se trata de cambios en gran medida propulsados por el perfeccionamiento de los servicios de televisión gratuitos y de pago, a lo que viene a añadirse la generalización de la conexión de banda ancha a Internet y de la telefonía móvil, cambios que explican que las compañías, se trate de organismos de radiodifusión como de titulares de contenido, enfoquen de otra forma la industria de la televisión. Gráfico 1. 2009: Penetración en los hogares de plataformas de TV Satélite de pago TV por cable IPTV Satélite gratuito TDT Terrestre analógica 100 90 80 70 60 50 40 30 20 % de penetración en los hogares de penetración en % 10 0 r dental Asia-Pacífico Occi ropa mérica del Norte A rica Central y del Su Eu pa Central y del Este y del pa Central Oriente Medio y África y Medio Oriente desarrollo en Mercados Amé Mercados desarrollados Mercados Euro COMPETENCIA EN LOS SERVICIOS DE TELEVISIÓN POR CABLE 2. Para hacer frente al reto que suponen las transmisiones digitales, en Asia, Europa y todo el continente americano, los servicios de televisión por cable están perfeccionando su infraestructura de radiodifusión así como el equipo de recepción. Paralelamente se están introduciendo mejoras en las líneas, lo que favorece el funcionamiento de servicios interactivos como los vídeos a la carta. SCCR/19/12 página 3 3. La televisión por cable se enfrenta hoy a la creciente competencia de las nuevas plataformas en mercados consolidados. En Europa Occidental, la amenaza que suponen los servicios digitales terrestres, a los
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