Transcript Dias nummer 1

Peter Olaf Looms
The challenge
of 15-24 year olds
in Digital Entertainment
© 2004 DR
This evening’s menu
1. Who I am and what I do
2. DR and 15-24 year olds
3. Highlights of research into
youth and digital media
4. A case: Boogie
5. Conclusions
6. The future
2
© 2004 DR
Who I am and what I do
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© 2004 DR
Who I am and what I do
1/3
• Full-time consultant at DR,
a public service broadcaster “to inform, educate and
entertain”
• Strategic planning, mainly
digital TV and broadband
Altid Sport
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© 2004 DR
Who I am and what I do
2/3
• Teach postgraduate courses on project
management and strategy
• Participate in R&D projects (mobile content
for youth, PVRs, interactivity and advertising)
 the University of Hong Kong
 the IT-University of Copenhagen
 EMMDIS MSc Programme - Cross Media
Production -INA, Institut National d’Audiovisuel, France
 Institute of Interactive Television Research,

Murdoch University, Perth, Australia

(October/December 2004)
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© 2004 DR
 The IT University of Copenhagen
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© 2004 DR
Who I am and what I do
3/3
Current tasks:
•Chairman of European
standardisation programme
for
Personal Video Recorders
(PVRs) in Europe
•Benchmarking of web, mobile &
digital TV projects in
the Nordic countries
within the Nordvision New Media
group
EICTA
•Strategic planning of DR’s interactive
media towards 2010
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© 2004 DR
DR and the 15-24 years olds
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© 2004 DR
Supply of broadcast media in Danish - 1995
radio
tv
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© 2004 DR
Supply of broadcast media in Danish - 2004
radio
P5 P6
Altid
Sport
tv
10
© 2004 DR
Penetration of new media in Denmark -1995
mobil telefon
0,9%
internet
1%
computer
33%
0
25
50
75
100 % 11
© 2004 DR
Penetration of new media in Denmark - 2004
mobil telefon
82%
internet
78%
computer
90%
0
25
50
75
100 % 12
© 2004 DR
Penetration of new media since 1953
Household penetration (%)
Danish households
100
TV
Video
Colour-TV
Teletext
2+ TVsets
Internet
Mobile phone
DVD
Games console
Digital TV
>10 channels
Stereo-TV
Nicam surround
90
80
70
60
50
40
30
20
*Bredbånd: ADSL, kabel, m.m. – Ikke ISDN
2003
2001
1999
1997
1995
1993
1991
1989
1987
1985
1983
1981
1979
1977
1975
1973
1971
Sat-TV: inkl. Fællesantenner, hybridnet og paraboler
1969
1967
1965
1963
1961
1959
1957
1955
1953
0
mobilewww
TTV
10
13
Sources: Gallup Annual Survey,
Gallup Index Danmark og Danmarks Statistik
© 2004 DR
Ugentlig
Danmark (alle
danskere)
Weeklytv-forbrug
televisioniconsumption
(all
Danes)
Timer/uge
Hours/week
25
]
20
15
10
2-3%
<1%
Slow rate of change
5
Source: Gallup
0
1991 (TV)
2004 (TV)
Public
Service TVkanal
(DR &er)
TV2)
PSB
(DR+TV2s
Time-shift (VHS)
Time-shift
(VHS)
Video
console
Konsolspil games
PVRsog
andlithe
like
PVR
gnende
2004 (PC)
Other TV
channels (commercial)
Andre
t v-kanaler
VHS/DVD (pre-recorded)
VHS/DVD
(færdigindspi ll ede)
Playback
of
PC video on TV
PC på TV apparat
TV på
tuners
TV
PC in PCs
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© 2004 DR
Ugentlig
i Danmark ( (Danes
alle under
30 år
)
Weekly tv-forbrug
television consumption
< 30)
Timer/uge
Hours/week
25
20
15
Rapid change...
<1%
]
10
25-30%
5
[
0
1991 (TV)
2004 (TV)
Public
Service TVkanal
(DR &er)
TV2)
PSB
(DR+TV2s
Time-shift (VHS)
Time-shift
(VHS)
Video
console
Konsolspil games
PVRsog
andlithe
like
PVR
gnende
Source: Gallup
2004 (PC)
Other TV
channels (commercial)
Andre
t v-kanaler
VHS/DVD (pre-recorded)
VHS/DVD
(færdigindspi ll ede)
Playback
of
PC video on TV
PC på TV apparat
TV på
tuners
TV
PC in PCs
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© 2004 DR
DR has a problem...
• Youth and television
15-24 year olds have never
watched much TV.
Currently 20% ofthem
watch less than 15 minutes
a week TV
(TV drama in Danish)
Source: Gallup TV-meter 2004
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© 2004 DR
DR has a problem...
• Youth and television
• Youth and radio
Average weekly
listening in 2003:
21 hours 54 mins.
Radio is on the decline
There are many other
radio-like options...
Source: DR
Whole population
12-19 year-olds
Figures from 1998-2003
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© 2004 DR
DR has a problem...
• Youth and television
• Youth and radio
• Youth and other
digital media
81% of all 8-12 year-olds
Play PC games daily
52% play console games
The average kid spends
nearly an hour a day
playing electronic games
Source: Gallup (2002) for Børnerådet/Youth Council
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© 2004 DR
DR has a problem...
Translation:
1 billion SMS for
HKD 125/month
if you sign up for the
free SMS service
• Youth and television
• Youth and radio
• Youth and other
digital media
• Youth and mobiles
Youth have a varied
and voracious
appetite for all things
digital - but we know
too little about it
The mobile is the most
ubiquitous personal
device - 96% of all
15-24 year olds have one
A typical user sends 17
SMS messages a day
Source: Gallup Telekom Index, 2004
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© 2004 DR
DR’s problem is legitimacy
Licence-fee
funded Public
Service
broadcasting
= Something for
everyone
It’s a problem is
DR has nothing to
offer the youth
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© 2004 DR
DR’s problem is legitimacy
Two hypotheses:
As yet we do not
know which of
the two is right.
Dare we run the
risk that it will
be B?
A.
If DR loses the young as
viewers, listeners or
users of public service
then they are lost for
good
B.
Media consumption
patterns are a reflection
of phases in life. The
young will return to the
fold as they get older
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© 2004 DR
DR’s problem is a global one
What
Do we know about
young people?
Is
there anything
we can do as a
result?
How
Can we reach a better
understand of what
makes them ”tick”?
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© 2004 DR
Research into youth & digital media
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© 2004 DR
A recent study from the USA
www.online-publishers.org
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© 2004 DR
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Remember - mobile not widespread in US
Methodological problems - interviews
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www.w2forum.com
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© 2004 DR
The importance of youth
• In numerical terms, youth are
declining as a proportion of the
global population (exceptions!)
• Increase economic power as
a consumer group
(USD 1.4 trillion annually)
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© 2004 DR
Increasing mobile adoption
• Most popular youth technology
product
• In many countries, the mobile has
reached 80% penetration of this
group
• 8% of disposable income will be
spent on mobiles in 2006
(cf. 1% on music)
• Need to develop relevant content
and services for youth lifestyles
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© 2004 DR
Music
• Mobile music is a myth (MP3 on the
phone)
• Growth not driven by retails sales to
youth but as a promotional channel
(music clips, promos, identifying tastes and
trends) c.f. i-Pod
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© 2004 DR
TV
• Youth audiences are in a decline
• Fewer watch TV
• Those who watch see fewer hours
• However more satisfaction with the TV that is
watched (BBC figures for the UK)
•
The mobile as the universal return
channel for participation
• SMS and MMS popular as means of taking
part in live shows (votes, polls, contributing
opinions and sharing content)
• Voting only associated with entertainment
such as Reality shows - not politics
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© 2004 DR
Games
• The mobile slowing down video
games
• As yet still a niche PSP, N-Gage,
Nintendo DS
• Take up will depend on tying things into other
media and platforms such as online and video
consoles
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© 2004 DR
Diffusion model breaking down
• Early adopters do not influence
youth adoption into mass markets
cf. ROAR
• Early adopters can however be used
for product development
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© 2004 DR
Right of Admission Reserved
www.roar.org
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© 2004 DR
Annual reports on youth research in the UK
34 Rose Street
Covent G arden
London WC2E 9EB
Telephone
+ 44 207 655 9900
2cv: research
DMA Š Target Youth Conference
27th May 2004
Youth Leaders:ROARÕ
s Latest
Research Findings
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© 2004 DR
Traditional model of diffusion
Opinion
Formers
Early Adopters
Mainstream
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© 2004 DR
Hypothesized Diffusion Model –
2002 ROAR Findings
Celebrities
Opinion
Formers
Media
“Aspirants”
Mainstream
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© 2004 DR
Different Relationships with Media Across Groups
Media overload
Opinion Formers
screen by is it
fresh, new, part of
my passion
Filter based on passion
– strong allegiance to
brands truly involved
Aspirants screen
by is it in my
channels, part of
my culture?
Mainstream
screen by is it
everywhere 360° covered?
Filter via media
channels – adopt for the
moment & move on
Filter via ubiquity slower to move on
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© 2004 DR
Artists tipped to ‘emerge’ during the period of our
study by our music insiders.
We asked about our respondents about awareness.
•
•
•
•
•
•
•
•
•
Dizzee Rascal - UK Garage
Alfie – Guitar Indie /‘Folktronica’
Athlete – Guitar/Indie
Kings Of Leon – Rock
Mars Volta – Rock
The Rapture – Rock
Zinc - Drum‘n’Bass
Joe Budden – Hip Hop
Chingy – Hip Hop / R&B
Opinion
Formers
Ahead
Aspirants
Ahead
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© 2004 DR
What bands are you into?
•
Qn : Of those artists you are aware of, which ones are
you into?
•
We ordered the bands by popularity, then saw which of
our groups were relatively more or less into each of the
acts.
•
And the survey said…
• Of top 5 most popular listed artists of the time, e.g.
Wayne Wonder and Big Brovaz those being pushed
in the media aspirants easily lead in all cases
• As we move further down the popularity stakes e.g.
Zinc and Alfie, Opinion Formers start to dominate.
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© 2004 DR
The role of opinion formers is manifold
• Opinion formers do pass on information
about new things most quickly.
• Specifically Opinion Formers spread most
quickly to the mainstream.
• Opinion formers and the Mainstream are
more likely to form friendship groups,
with Aspirants more likely to hang out
with other Aspirants.
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© 2004 DR
In pictures
Opinion
Formers
Aspirants
Mainstream
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© 2004 DR
Qualitative research shows relationship
with media helps filter info overload
• Opinion formers have passion centres
and will filter according to whether it
is in that centre.
• Aspirants have a select subset of
trusted ‘cool’ sources of media and
they will be receptive to its output.
• Mainstream are more passively
selecting based on volume of
information from any media source.
• Opinion formers were more into
esoteric acts whereas the aspirants
followed more media-plugged acts.
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© 2004 DR
Hypothesized Diffusion Model –
2002 ROAR Findings
Celebrities
Opinion
Formers
Media
“Aspirants”
Mainstream
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© 2004 DR
Different
kinds of
media
interaction
To…
MEDIA
Opinion
Formers
Aspirants
Mainstream
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© 2004 DR
Direct Applications
• Opinion former attitude +
interest in a specific area.
• Identify ‘super opinion
formers’ in a particular
field.
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© 2004 DR
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Handheld devices
• ”The aesthetic has left
the record sleeve and now
the aesthetic is the
artifact: the iPod”
• ”The market is moving
toward the artifact, not the
music to fill it.”
• Storing a few perennial
favourites, otherwise
shuffling new music in and
out - relectant to pay for
something you don’t keep
50
© 2004 DR
Devices on the move
• ”Music to structure the
mood on their way to
and from home”
• Controlling their space,
time and interaction.
• Carving out a private
area in public spaces
• Wearing white
earphones
= feeling safe
• Women less likely to
be chatted up by
strangers
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© 2004 DR
The SAFT project
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© 2004 DR
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Research from May
2003
•Risk behaviour among
9-16 year olds in
Denmark, Finland,
Iceland, Norway,
Sweden...
•...and Ireland
1
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1
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1
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1
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Kids and adolescents use the Net for many things
Activity
Playing games on the Internet
Sending and receiving e-mails
Doing homework (9 Š 12 year olds)
Doing homework (13-16 year olds)
Getting information other than for homew ork o n the We b
Surfing for fun
Visiting fan sites
Chatting (9 Š 12 year olds)
Chatting (13-16 year olds)
Downloading music
Visiting hobby websites
Making their own w ebsites
Using instant messaging (MSN, ICQ etc.)
Downloading software
Visiting news sites
Buying things on the Net (!)
1
© 2004 DR
Percentage of
Internet users (9-16)
who have done X at
least once
71%
50%
28%
67%
50%
39%
32
28%
68%
31%
24%
18%
12%
10%
9%
7%
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1
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1
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1
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1
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1
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1
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The Net generation sub-culture a first attempt to understand it
© 2004 DR
• Kids by and large have their own Net culture
• The Net is the current toy and medium for gaining
experience, entertainment, communication and
network building [in Denmark coupled with the
mobile phone]
• The transition from childhood to adulthood involving
experimentation, breaking new ground and
challenging taboos currently takes place [primarily]
on the Net
• The home, school and out-of-school clubs have
become transparent areas where adults observe
and engage in dialogue with children on equal
terms
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The Future of the Protection of Minors
- Attitudes and Possible Action
© 2004 DR
4 components:
• Protect minors
from media
• Satisfy kids’ need
for quality media
• Participate in kids’
activities using
media
• Bring children up
to relate to media
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Who
help the Netof
generation?
Facilitators
learning
1
© 2004 DR
Kids most frequently learn about the
Net from:
• Peers - friends, schoolmates (53%)
• Parents (38%)
• Trial and error (34%)
• Their teachers (23%)
• Older siblings (21%)
• Websites (8%)
• Libraries (7%)
• Chat pal (7%)
• Magazines (5%)
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© 2004 DR
A case:
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© 2004 DR
Legitimacy - an issue of coverage
Media
Distribution
Services
70
© 2004 DR
Legitimacy - an issue of coverage
Media
Distribution
Analog tv
DTV
FM
DAB
Internet
Mobile
TV
Radio
Web
services
Votes
Quiz
Community
1. More and better options on ”old” media
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© 2004 DR
Legitimacy - an issue of coverage
Media
Distribution
Analog tv
DTV
FM
DAB
Internet
Mobile
TV
Radio
Web
Services
Votes
Quiz
Community
2. Nye options - new media and services
on the platforms the youth have in order to maintain reach
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© 2004 DR
Boogie
Media
TV
- which media/services on which platforms?
Distribution
Analog tv TTV
FM radio
boogie tv
Radio
Web
Internet
videoclips
P3
boogie netradio
boogie site
Tjenester
Boogie-list
TTVTVSMS-greetings crawler crawler
P2P
boogie community
Mobile initially being used as return channel
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© 2004 DR
Boogie tv
•
•
•
•
•
form. fascination
content. identification
music. 60-70%
VTR
lifestyle
• film fashion friends games parties sport dating
stars etc.
• competitions
• guests
• events
74
© 2004 DR
Boogie - music clips/tv on the web
75
© 2004 DR
Boogie - radio on FM (P3)
adio
Monday-Friday 14-15
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© 2004 DR
Boogie - digital radio on the net
Our first player
i 2002
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© 2004 DR
Boogie - www.dr.dk/boogie
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© 2004 DR
Boogie Teletext s. 505
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What doe we use mobiles for
© 2004 DR
• Mobiles as a return channel (video
battles, SMS greetings, questions to
guestsin the studio)
• Also for SMS-greetings on TTV
crawler
• Interaction rate (conversion rate) as
high as 10% of viewers
80
© 2004 DR
Boogie TV crawler - SMS
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© 2004 DR
Boogie Teletext crawler
Being able to show all greetings
82
© 2004 DR
SMS chat on TTV
Currently not in use on Boogie
83
© 2004 DR
Boogie klub/community
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© 2004 DR
Boogie klub/community
85
© 2004 DR
Boogie klub/community
86
© 2004 DR
Format
Boogie is a cross-media
service
• Synergy
Boogie is there for you
• whatever you want,
whenever you want,
wherever you want it...
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© 2004 DR
Boogie - round the clock (mon-fri)
• Accessibility
• Participation
kl.6
kl.12
kl.18
kl. 24
Watch Boogie on TV
Send a greeting - SMS
Find Boogie-list on TTV
listen to Boogie on P3 (FM)
listen to Boogie radio (Web streaming)
Find info på www.dr.dk
P2P contacts with Boogie community on www.dr.dk
88
Quality of Service - delivering it all
© 2004 DR
We have to work with everyone
TXT-TV
Cyclone
(1212)
89
© 2004 DR
Services: Competitions top the list
•Which serviceshave you used in the last month?
•Competitions and votes (inclusive of radio/tv)
•4,9%
•Ringetones
•4,3%
•Logos
•3,4%
•Information services (traffic, weather)
•1,5%
•Games
•1,4%
•M-commerce via SMS (cinema, parking)
•0,5%
•Sportsnews and results
•0,5%
•
•
•
Ca. 5% of all Danes took part in a
competition within the last month
Very few (1 out of 200) subscribe to sports
news and results
Youth (15-24) in this respect are much the
same as everyone else.
90
Source: Gallup Telekom Index, 2004
© 2004 DR
Conclusion
91
© 2004 DR
• We need to take youth culture
and interests seriously if they
are not to become a subculture
with few links with the rest of
society
• As yet we have limited
research on what is happening
• It is possible to get the youth
”back into the fold” if we tailor
our offerings to their interests
and needs.
92
© 2004 DR
The future?
93
© 2004 DR
I’m afraid I’m not a fortune teller!
• Cross media
• Anything, Anytime,
Anywhere
• Public Service as a
driver for new media
take-up and not just a
historical anachronism
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© 2004 DR
Peter Olaf Looms
• DR /
Danish Broadcasting Corporation
TV-Byen
DK-2860 Soborg DENMARK
t: +45 35 20 83 66
m: +45 51 56 75 46
e: [email protected]
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