The Challenges of European DTT The Spanish Case

1
The Challenges of European DTT The Spanish
Case
Center for Communication Law Policy

• Laura Caballero Trenado, PhD
• CEU Cardenal Herrera University
  (Spain)
• Kerkhoff Hall. August, 31

2
PRESENTATION ESTRUCTURE
Center for Communication Law Policy

• Study Case Spain
• PESTL Analisys
• Key Lessons
• Summary

CEU Cardenal Herrera University
3

Center for Communication Law Policy
STUDY CASE SPAIN

• 2000 First attempt to introduce DTT (3rd in the
  EU)
• 2006 Still faced the problem of how to make it a
  success
• What stopped this from becoming success?
• What changes will introduce in the audio-visual?
• Capable of introducing a TV pattern?
• Facing a real revolution?

2002 LAUNCHING OF QUIERO TV (PRIVATE MODEL)
Post attemps
2005 RE-LAUNCH OF DTT (FREE MODEL)
CEU Cardenal Herrera University
4
PESTL ANALISYS
Center for Communication Law Policy

• Once the hertzian signal is acquired, upon its
  digitalization, a throughout analysis is required
  because TECHNOLOGY depends on
• POLITICAL decisions
• ECONOMICAL and financial criteria
• LEGAL policies
• And will be subrogated to SOCIAL acceptation

CEU Cardenal Herrera University
5
PESTL ANALISYS POLITICAL ASPECTS
Center for Communication Law Policy

• Administration policy of
• rapid implementation

A deficient setting of new tech because the
markets are still in a consolidation process
Risks of distortion for newcomer services and
asymmetric situations
CEU Cardenal Herrera University
6
PESTL ANALISYS ECONOMICAL ASPECTS
Center for Communication Law Policy

• convergent dynamics and progressive tendency
  towards commodities
• External factors
• Inter. determinants

I. sector with an umbilical cord and an
ever-growing dependency on economic cycles II.
telecom crisis III. lack of institutional
support and actions conducive to technological
change IV. absence of a digital audience
I. huge investments broadcasters to complete
digitalization of signals II. highs and lows of
the ad business, showing symptoms of
saturation III. high cost of MUX rental IV. lack
of content
CEU Cardenal Herrera University
7
PESTL ANALISYS SOCIAL ASPECTS



Center for Communication Law Policy

• DTT considered as a tool to promote the IS for
  all sectors
• But citizens are not concerned about its
  technical, economic and political issues
• From the Social lack of a defined model not
  necessarily bad news!!!!!

participation limited to reception
now partially transformed by the possibility of
interactivity
DTT is a unique opportunity
CEU Cardenal Herrera University
8
PESTL ANALISYS TECH ASPECTS

Center for Communication Law Policy

• Question of a sole standard not resolved

Consumers Limited freedom of choice
Broadcasters Avocated to a purge
Interoperability?
DVB-MHP open-standard middleware
CEU Cardenal Herrera University
9
PESTL ANALISYS LEGAL ASPECTS


Center for Communication Law Policy

• Policy of short-reaching norms and a regulation
  of minimums for important aspects (ex.
  content or definition of public service)
• Lack of specific regulations for the figures
  inherent to DTT

Interactive service managers
EPGs
MUX

Program packagers
Additional services
CEU Cardenal Herrera University
10
KEY LESSONS I



Center for Communication Law Policy

• From the Political point of view
• Two issues identified on the DTT tech
  development predictions
• 1st overestimation of the immediate future
• 2nd subestimation of the distant future
• Sp. Governs. exaggerated the speed of the
  innovation process creating expectations which
  not be fulfilled

CEU Cardenal Herrera University
11
KEY LESSONS II




Center for Communication Law Policy

• From the Economical
• overblown projections proven to be unfeasible
• 1st Services striving themselves under the
  current
• economic making difficult perceive DTT
  advantages
• 2nd No risks taking in investing in new
  equip when markets are not mature enough to
  adopt new services

2 factors
Strong marketing campaign Attractive affordable
offering Low cost and widely available STBs
Succesful DTT implementation

CEU Cardenal Herrera University
12
KEY LESSONS III





Center for Communication Law Policy

• From the Social DTT implementation
• First conducted by the technological and
  commercial perspectives
• Second economic profitability, but social
  profitability?
• Third subordinated to social acceptance but,
  where the contents are?

CEU Cardenal Herrera University
13
KEY LESSONS IV






Center for Communication Law Policy

• From the Tech
• Opinion engendered by this tech infused with
  excessive optimism
• Technology itself not enough to bring about
• a shift in the TV paradigm in Spain
• Excellence of the tech standards do not
  guarantee introduction of services

CEU Cardenal Herrera University
14
KEY LESSONS V







Center for Communication Law Policy

• From the Legal
• before running out any DTT services a clear and
  stable regulatory regime is essential
• policies based in the saturation of analogue
  spectrum no sense in digital universe

lack of a normative body foreseeable arrival of
direct audio-visual transmisssions Via Internet
revision of present legislation

CEU Cardenal Herrera University
15
SUMMARY
Center for Communication Law Policy

• The off process really is underway
• Its complex but and all about partnerships and
  trust
• Its not really about the switching ofIts all
  about what we switch on!
• Implementation of DTT is just
• Intensification of tendencies
• At the end
• a quantitative but not qualitative change
• a continuity but not a revolution!!!

CEU Cardenal Herrera University
16
Center for Communication Law Policy
Revolution is only possible
Research Unit
Industry
University
Administration
CEU Cardenal Herrera University
17
Thank you
Center for Communication, Law Policy
Laura Caballero Trenado CEU Cardenal Herrera
University email laucab_at_uch.ceu.es cell phone
(34) 699 92 60 82