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Libro Bianco Sui Contenuti

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Libro Bianco Sui Contenuti Libro Bianco sui Contenuti Libro Bianco sui Contenuti Il presente documento è frutto di un lavoro di raccolta, analisi ed elaborazione durato oltre 18 mesi. Sono state direttamente coinvolte tre Direzioni dell’AGCOM: la Direzione Contenuti audiovisivi e multimediali di Laura Aria, che ha svolto anche un ruolo di raccordo di tutta l’attività, la Direzione Studi, Ricerca e Formazione di Fulvio Ananasso e la Direzione Analisi dei Mercati, Concorrenza e Assetti di Antonio Perrucci. Per realizzarlo, sono stati ascoltati oltre 50 operatori in Italia (vedasi elenco in appendice), attraverso un’indagine conoscitiva iniziata nel novembre 2008, intervistati, a Bruxelles e Londra, esperti e responsabili di importanti procedimenti della Commissione Europea, della Competition Commission UK e di OFCOM, e alcuni dei maggiori player internazionali (MPA, BBC), realizzati workshop tematici con esperti del settore. Sono stati coinvolti Università e primari Centri di Ricerca. Si ringraziano in proposito per la disponibilità manifestata: Tony Gooch, Bill Roberts e Jonathan Blackburn della Competition Commission UK (caso Kangaroo), Steve Unger dell’OFCOM (resp. Indagine sulla pay TV), David Mahoney, Condirettore Digital Britain, Julia Glotz, Informa. Anna Herold, Andreas Roever e Adam Watson Brown, DG INFSO; Helena Larsson- Haug, Carlo Toffolon, DG COMP; Chris Marcich, Motion Pictures of America (MPA). Una segnalazione particolare, per il contributo di idee e di informazioni fornite, va agli esperti, che, in ordine temporale, hanno animato i workshop: Matteo Maggiore, BBC; Gilberto Nava, Legance; Juan Carlos De Martins, Creative Commons Italia, Politecnico di Torino; Fausto Colombo, OSSCOM - Università Cattolica del Sacro Cuore di Milano; Andrea Rangone e Filippo Maria Renga, Politecnico di Milano MIP - School of Management. Coordinato da Augusto Preta, esperto del settore, il Libro Bianco è stato redatto da un gruppo di lavoro dell’AGCOM, così composto: Maja Cappello, Roberto De Martino, Giuliano De Vita, Lucrezia Micangeli, Teresa Perrucci, Ines Pinto, Antonio Provenzano, Camilla Sebastiani, Raffaella Sibilla, Luigia Spadaro, Loredana Vajano. I Libro Bianco sui Contenuti LIBRO BIANCO SUI CONTENUTI Prefazione del Presidente dell’Autorità per le garanzie nelle comunicazioni. ..................... ….VII Nota del curatore .................................................................................................................. IIX Executive summary ............................................................................................................... XI Capitolo 1: La rivoluzione digitale .......................................................................................... 1 1.1 Digitale e convergenza ................................................................................................... 1 1.1.1. I fattori del cambiamento ........................................................................................ 2 1.2. L’impatto sui media ...................................................................................................... 7 1.2.1. Editoria................................................................................................................... 7 Editoria periodica ........................................................................................................ 7 Editoria libraria ........................................................................................................... 9 1.2.2. Videogiochi .......................................................................................................... 11 1.2.3. Musica .................................................................................................................. 14 1.2.4. Radio .................................................................................................................... 15 1.2.5. Televisione ........................................................................................................... 18 1.3. La distribuzione dei contenuti audiovisivi ................................................................... 21 1.3.1. Le reti: dal single-use al bundling ......................................................................... 21 1.3.2. I servizi: dal broadcast al broadband content ......................................................... 25 I servizi lineari e non lineari ...................................................................................... 25 Servizi a richiesta (VOD) .......................................................................................... 26 Catch-up TV e videoregistrazione personale .............................................................. 27 IPTV ......................................................................................................................... 28 Web TV .................................................................................................................... 31 Accesso internet da TV (connected TV) .................................................................... 32 Accesso internet da Set Top Box ............................................................................... 35 TV “Over-the-Top” ................................................................................................... 36 1.4. L’online content: internet e banda larga ....................................................................... 37 1.4.1.Il Creative Content ................................................................................................ 37 Il Web 2.0 ................................................................................................................. 37 1.4.2 Servizi e applicazioni............................................................................................. 43 Il peer-to-peer e il download ...................................................................................... 43 Lo streaming ............................................................................................................. 44 1.4.3. Tutela e gestione dei diritti digitali ........................................................................ 45 1.5 Gli utenti: limiti all’accesso ai contenuti, rischi e opportunità ...................................... 48 1.5.1 Larga banda e digital divide ................................................................................... 49 1.5.2 La tutela della riservatezza..................................................................................... 53 1.5.3 La tutela dei minori ............................................................................................... 54 1.6 Il servizio pubblico in ambiente digitale ....................................................................... 60 1.6.1 Quale ruolo per il servizio pubblico? ..................................................................... 60 1.6.2 Il modello BBC ..................................................................................................... 62 Capitolo 2: Il mercato ........................................................................................................... 74 La trasformazione della catena del valore ....................................................................... 74 2.1 L’industria dei contenuti professionali: l’audiovisivo diventa digitale ........................... 75 2.1.1 La produzione dei contenuti pregiati ...................................................................... 77 L’industria cinematografica ....................................................................................... 77 L’industria del calcio ................................................................................................. 88 2.1.3 La produzione televisiva ........................................................................................ 93 II Libro Bianco sui Contenuti 2.1.4 Le piattaforme televisive: televisione in chiaro e a pagamento ............................... 96 Scenari evolutivi nel settore televisivo ....................................................................... 99 2.1.5 Il ruolo attivo del consumatore ............................................................................ 100 2.2 L’industria creativa: i contenuti online ....................................................................... 101 2.2.1 I nuovi protagonisti della comunicazione digitale ................................................ 101 2.2.2 Gli attori .............................................................................................................. 102 Gli aggregatori ........................................................................................................ 104 La produzione di contenuti creativi .......................................................................... 107 2.2.3 L’evoluzione dei modelli di business ................................................................... 108 Un modello di riferimento: il laboratorio musica ..................................................... 111 Scenari futuri: il mobile content ............................................................................... 113 Modelli di offerta e nuove forme di pubblicità sul mobile ........................................ 116 2.3. La dimensione economica ......................................................................................... 121 2.3.1. User-created content ........................................................................................... 130 2.3.2. Televisione, film e video online .........................................................................
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