POLAND
HOW TO FOSTER EUROPEAN
WORKS IN NON-LINEAR SERVICES?
PART 1 - REPORT FROM POLAND
Kamil Przełecki (Poland)
KIPA
Producer
AGORA SA
Director of multimedia convergence and development
REPORT FROM POLAND
MARKET OVERVIEW
NEW MEDIA OVERVIEW
POLISH MARKET
17 M Internauts (at least once a month
using Internet) / 38 M population / 11 M
use Internet everyday
Internet is the 3rd medium
(advertisement market) after TV and
Magazines
Poland is the 8th biggest Internet
market in Europe
3 main TV stations / 4 mainstream
channels (> 15% share); over 100 sat
and cable channels
5 main cable TV operators (> 300 k)
5 main Internet portals (> 12 M users)
3 TV digital platforms
REPORT FROM POLAND
VOD SERVICES
VOD SERVICES
MAIN PLAYERS
Digital Platforms (Cyfrowy Polsat
Cyfra +, n,)
Cable TV Operators (Aster,
Multimedia, Vectra, UPC)
IPTV / ISP – Telekomunikacja
Polska – „Wideostrada”
7 main legal Internet VOD services
with different business models
Pirates 
4 mobile operators (116% of
penetration) – development phase
Game console networks - ???
REPORT FROM POLAND
VOD SERVICES
WHO OWNS INTERNET VOD?
MAIN INTERNET VOD PLAYERS
LEGAL CONTENT June 2010
TVP.pl
Vod.onet.pl
IPLA.pl
Waszefilmy
Cineman.pl
Iplex
TV Screen
- TVP SA - Polish Public Television
- TVN SA - Commercial TV & Portal (Media Company)
- POLSAT SA - Commercial TV
- SPI – movie distributor / supported by Portal
- Monolith –movie distributor
- private capital company
- private capital company
Multimopleks
Netino.pl
- private capital company
T
- private capital company (first VOD service in Poland ‘2006) T
T-VOD
transactional
S-VOD
subscription
A,T
A,T,S
A,T
A
T
A (T)
T
A-VOD
advertisement
REPORT FROM POLAND
VOD SERVICES
WHAT CONTENT?
MAIN PLAYERS
WHAT?
Movies (mainly US)
Documentaries
tv programs (tv Polish)
Series (tv Polish)
Sports (licensed)
HOW?
rent for free (ads) or charge (from €0,80 to €3,00)
up to 300 items per service
bitrate from 500 kbs to 1,5 Mbs (SVHS quality) / 1 GB per movie, cost circa €0,08
Instant watch or download
T-VOD
transactional
S-VOD
subscription
A-VOD
advertisment
REPORT FROM POLAND
VOD SERVICES
WHO WATCH IT?
MAIN PLAYERS
AVARAGE
PER SERVICE (TOP 3) / PER MONTH
from 300 000 to 1 500 000 UU (unique users) per month
usually people from big cities > 25+
over 1 000 000 impressions (played videos – started)
only from Poland – geo lock filtering system
T-VOD
transactional
S-VOD
subscription
A-VOD
advertisment
REPORT FROM POLAND
VOD SERVICES
WHAT MATTERS?
INTERNET VOD
FOR USER
For free (!) - pirates give no chances for charging
Good content
Smart technology (users don’t like DRMs)
Wide database – even niches
If something is not present on TV / RENTAL / CINEMA
–> could be found („browsed” / „googled”) on the WEB
FOR PROVIDER
Traffic (data distribution) cost (€0,08 / GB)
Promotion (services are supported by media companies)
Financial support (US production have high level of MG for licenses)
T-VOD
transactional
S-VOD
subscription
A-VOD
advertisment
VOD / European WOrks
HOW TO FOSTER EUROPEAN
WORKS IN NON-LINEAR SERVICES?
PART 2 – QUESTIONS, PROBLEMS AND SOLUTIONS
Kamil Przełecki (Poland)
KIPA
Producer
AGORA SA
Director of multimedia convergence and development
VOD / European Works
OUR PROBLEMS:
> NO SPACE ON TV’S AND CINEMAS’ SCREENS - AMERICAN BLOCKBASTERS RULEZ!!
(MULTIPLEX CINEMAS SHOW MOVIES FOR FEW WEEKS ONLY)
> NO TIME IN A PRIME TIME ZONE
(EUROPEN PRODUCTIONS ARE BROADCASTED USUALLY AFTER 11 p.m)
> LANGUAGE BARRIER
> TRADITIONAL DISTRIBUTION IS EXPENSIVE (35mm copy cost >1000 Euro)
(ART-HOUSES AND DIGITAL CINEMA HELP)
> PROMOTION
> PIRACY
(YOU CAN NOT FIGHT THE PIRACY – YOU CAN ONLY OFFER A LEGAL
ALTERNATIVE)
VOD / European WOrks
% OF WHAT?
Time / Assets – Titles / Giga bytes/ Auto promotion space?
WHICH MEASURE SYSTEM
You can have 100 hours of EU movies on the service,
and only 3 hours of US movies, and…
… only 3 hours of US movies will be watched!
WHY?
IT DEPENDS ON THE HIGHLIGHTS PROMOTION AREA
VOD / European Works
SELF-REGULATION
> NO MG’S FOR PRODUCERS
> A-VOD PROMOTION & SHARE REVENUES
> VOD SERVICES WILL PROMOTE FREE CONTENT
> VOD SERVICES WILL SHARE REVENUES FROM ADS
> INTERNET HAS NO LIMITATIONS
ADVANTAGE:
> US MAJOR STUDIOS DON’T WANT
TO LICENCE IN A-VOD MODEL
> THEY PREFERE T-VOD & S-VOD
> NEEDED FINANCIAL SUPPORT FOR TRANSLATIONS
VOD / European Works
WHAT DOES MATTERS?
1) TO FOSTER TO GET REVENUES?
OR
2) TO FOSTER TO PRESERVE AND PROMOTE A CULTURE?
(EUROPEAN CULTURAL DIVERSITY)
IF 1: POSSIBLE IN A-VOD SHARE REVENUE MODEL ( circa 30%-50%)
IF 2: INTERNET VOD IS THE BEST MEDIUM TO DO THAT
- creating niches and archives of great European movies
- providing additional informations (as WIKI database)
- Ad sense promoting system in SEO
GOAL: to educate young generation in a smart way
POLAND
LET’S DO THAT!
Kamil Przełecki (Poland)
KIPA
Producer
AGORA SA
Director of multimedia convergence and development
E-mail: [email protected]