3b. Media Stakeholders and Interests Peter Olaf …© Peter Olaf Looms 2012 3b. Media Stakeholders...

3b. Media Stakeholders and Interests

Peter Olaf LOOMSChairman ITU-T FG AVA

polooms@gmail.com

Tutorial on Audio Visual Media Accessibility (New Delhi, India, 14-15 March 2012)

Check list Target Groups

Stakeholders

Access Options

Proposed Approach

Work Flows & Resources

Incentives, Sanctions

Business Models

Stakeholders

Access Options

Proposed Approach

Business Models

Stakeholders

Access Options

Proposed Approach

Business Models

Stakeholders

Access Options

Proposed Approach

Business Models

Stakeholders

Access Options

Proposed Approach

Business Models

ContentWhat does this tutorial cover?

Value Chains & StakeholdersA multi-stakeholder approach

OutcomesWhat will I be able to do?

Answer some of these questions:Who are the main stakeholders in TV? (free-to-air, Pay TV, IPTV)What interests are at stake?Who are the main stakeholders in social media and mobile?

StakeholdersCreating value

StakeholdersWhere does the money come from?

Activity 7 ”American Idol” – stakeholders and their interests

InstructionsWork in pairs Discuss the six stakeholders and in which of the 4 categories they go.

Stakeholders and their interestsSubtitles as an example

Stakeholders and their interestsWhat is “quality”?

Stakeholders and their interestsSubtitles as an example

Key terms

Source User

Key terms

Quality of service- factors that influence the TV service end to end (e2e) from source to user’s device

Key terms

Quality of experience- factors that influence the extent to which the user can use, benefit from and enjoy the service.

Stakeholders and their interestsViewers and subtitles

Production TV channel TV service Contribution Transmission Reception Use Viewers

Deaf viewer:I need the subtitle

timing to be precise because I am trying to

lipread.

Elderly viewer:I need the subtitles

because they mumble!

Viewer with hearing loss:

I want to know what they are saying

and get the best out of my hearing aid

Viewer after brain hæmorrhage:

I need the subtitlesto help me understand

what I hear

Viewers have different needs

that are not always

reconcilable

Stakeholders and their interestsDisability NGOs and subtitles

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

Contributionof service totransmission

network

Distributionof service viatransmission

network

TV programmes

RNID:25% of potential users

do not benefit fromlive subtitles because of

the delay

Stakeholders and their interestsUniversity research and subtitles

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

Universities:We use an evidence-based approach

to find out what works and what doesn’t. Our findings are sometimes counter-

intuitive.

Stakeholders and their interestsConsumer electronics and subtitles

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

Consumer Electronics Manufacturers:We want a Win-Win situation

- to be able to make money for our shareholders and contribute to TV accessibility with sets that deliver access services like subtitles

Stakeholders and their interestsPay TV and subtitles

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

Production TV channel TV service Contribution Transmission Reception Use Viewer

TV programmes

Pay TV operators:

We have statutory requirements to meet.But TV accessibility in a mature market

can help us reduce churn by keeping our customers happy.

So investing in accessibility costs moneybut it also pays for itself.

We can move fast because we control the value chain.

Stakeholders and their interestsFree-to-air TV and subtitles

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

Free-to-air TV:We have statutory requirements to meet.

We do not control the value chain because viewerscan buy their own receivers.

We cannot move fast because we have to rely on standards and consensus with the free-to-air

stakeholders

Stakeholders and their interestsPublic service broadcasters

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

Public service broadcasters:

We have statutory requirements to provideEnglish subtitles on all UK channels.

Accessibility is part of our commitment to digital media literacy.

The challenge is to deliver subtitles via broadcast and on-demand systems like i-Player

(more than 50 networks and devices). Accessibility accounts for 1-2% of our

production budgets.

Stakeholders and their interestsCommercial broadcasters

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

Commercial broadcasters:We have an obligation to our shareholders.

As a small player, we have to provide same language subtitles in English-speaking markets and

foreign language subtitles in specific national marketswhich are paid for via the Pay TV operator.

Same-language subtitles are doable if we’re given time.If not, they would account for 10% or more

of our production budgets.

Stakeholders and their interestsTV production

TVreceiver

and decoder

Production of TV

programme

Aggregationof

programmes, into

TV channel

AggregationofTV

channelsintoTV

service

network

TV programmes

TVdisplaydevice

(vision +audio)

Production of access service

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

services andmetadata

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsTV production - not just content!

Usability - end2end

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsTV production - subtitles, too

Accessibility-end2end

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsAlso information about TV!

Awareness - end2end

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsThe impact of legislation

UK Communications Act

Requirements for up to 100% subtitling on major channels with public service obligations

OFCOM+ATVODregulators

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsThe impact of directives, conventions

UK GovernmentEuropean Union AVMS directive

United Nations CRPD 33

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsThe impact of standards

interoperability throughDVB standards

TVdisplaydevice

(vision +audio)

TVreceiver

and decoder

Production of TV

programme

RemoteControlDevice

Production of

metadata

Aggregationof

programmes, access

intoTV channel;

playoutof TV

channel

AggregationofTV

channelsintoTV

service

network

Access services

TV programmes

Informationabout TV

andaccess

services

Stakeholders and their interestsThe impact of standards

interoperability throughDVB & operator requirements

Stakeholders and their interestsSo what is “quality”?

Activity 8 Accessible media stakeholders in India

InstructionsWork in groups.Select one of the following mediaIdentify the main stakeholders in the value chain, including those who contribute to media accessibility.

37Doordarshan (DD)

Bharti Airtel

Production Aggregation Distribution Device Use Use

Access services

ContentService

Informationabout

services

What are your conclusions?

What points are worth noting?

OutcomesWhat should I now be able to do?

Answer some of these questions:Who are the main stakeholders in TV? (free-to-air, Pay TV, IPTV)What interests are at stake?Who are the main stakeholders in social media and mobile?

Reading

The approach and its prerequisites (Who needs to do what so that the viewer can see television programmes with access services? (chapter 4)

What additions or changes are required by key stakeholders in the value network?

3b. Media Stakeholders and Interests Peter Olaf …© Peter Olaf Looms 2012 3b. Media Stakeholders...

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