Personal Media vs Mass Media
Friends or foes ?
Seoul Digital Forum
Bernard Spitz – CEO BSConseil
BSConseil
Seoul, 20th May 2005
1
What is a personal media ?
A dependance on time
The Video Case
GSM
CD
Internet
1980
1990
VCR
Satellite TV
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3G
IPTV
MVNO
VoIP
CDMA
2000
PVR
2005
Mobile Phone
2
What is a personal media ?
A dependance on place
The Video Case
GSM
CD
IPTV
CDMA
Internet
1980
1990
VCR
Satellite TV
3G
MVNO
VoIP
2000
PVR
2005
Mobile Phone
CAN 3G PHONE BECOME
A MASS MEDIA IN KOREA ?
BSConseil
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What is a personal media ?
The «침착하기» strategy could be the best way to
combine Mass Media & Personal Media but…
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The 빨리 빨리 strategy
…the worst case scenario sometimes happens…
The example of the Music technology (1980-2002)
Tones
Downloads
Music Player
…and requires emergency
the 빨리 빨리 strategy
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The 침착하기 strategy
…and sometimes the best case happens
The example of cinema / Content windowing in France
Movie
Theatre
Video
Club
+
Stores
PPV
Pay TV
Open TV
Others
(New spapers,
Magazines,
etc...)
Towards integration of the VOD window
 N°1 priority for a successfull 침착하기 strategy :
how to make bigger the cake ?
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The 침착하기 strategy
How to make bigger the cake ?
1/ Evolution of regulation
 To enhance fair competition and fight piracy
 To protect consumers’ autonomy and privacy
2/ Ensure complementarity
 No unnecessary territorial conflicts
 Enhance innovation and imagination
3/ Develop new expertises
 DRM & Mediaplanning
 New human Resources policy
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The short view analysis
More media & more personal media
Vs mass media
Fragmentation of mass media audiences
Full access to free content impacts traditional
distribution control
Lower revenues for Mass Media
Short term strategy & standardisation of contents
BUT…
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The 침착하기 strategy
The transition strategy takes in consideration the new
rules and the timing
Mass media
Editorial
model
Revenues
Model
Customer
relationship
model
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Personal media

Federative contents

Thematic channels

Neutral tone

Formatted contents

Simple access

People are content providers

Weak interactivity

Strong interactivity

Advertising (main)

Subscription

Diversification

Segmentation of audience

Self promotion

Branding
More costs (formatting) …but more
valuable contents

More fragmented audiences and less
…but more advertising opportunities

Consumers chose their programs,
schedules & they go interactive


DRM
9
The golden square for a 침착하기 strategy
1/ Increased value for the
major programs in audience
4/ Quality of the
relationship with
The consumer
GOLDEN SQUARE
2/ A bonus for
services based
upon
segmentation
3/ New revenues through diversification
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The golden square for a 침착하기 strategy
1/ Increased value for the major programs in audience
The TF1 exemple
Since 1990, TF1 has reduced its audience share from 42% to 31,5%, but TF1
increased its advertising share from 52% to 54% on a growing advertising market
Audience
42%
31,5%
1990
2003
Advertising
52%
54%
1990
2003
TF1 makes 98% of its advertising share on the GRP>12 screens for housewives under 50 y.o.
 Increase of the average advertising tariff on prime time
 Agressive purchase of the most federative programs
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The golden square for a 침착하기 strategy
2/ A bonus for targeted services
3 G contents
EPG
TV contents
Winter Sonata
Mass contents adapted
to housewives tastes
Niches targeted
for younger people
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The golden square for a 침착하기 strategy
2/ A bonus for enriched and innovative advertising
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Interactive advertising
Product Placement
Targeted Ads
Viral marketing
13
The golden square for a 침착하기 strategy
3/ New revenues trough diversification
The NBC example
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The golden square for a transition strategy
4/ Quality of the relationship with the consumer
Service
Respect
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Mass media vs Personal Media
« A vanquished foe remains a foe.
A convinced foe becomes a
friend. »
Sun Zu – The Art of war
급할수록침착하기
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Thank you for your attention
대단히 감사 합니다.
Bernard Spitz – [email protected] – + 33 . 144 . 569 . 406
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