1. ITF 2007 / ICT Panel 2: Digital Content
ITF 2007 / ICT Panel 2: Digital Co te t
00 C a el : g tal Content
Jornada Cambra de Comerç de Barcelona

2. ITF 2007 / ICT Panel 2: Digital Content
The company and the sector:
• Founded in 1994 by professionals in the sector. Independent producer.
•Organized in 3 business units:
• Media services (50%): Digital Links, DSNG, ENG teams, TV sets, mobile units,
outsourcing, post-production, engineering & projects, …
• Media production (
p (30%): TV Formats, Fiction, documentaries and corporate videos.
) , , p
In-house production vs. Third party production
• Interactive business (20%):Audiovisual IP, content management, DRM solutions,..
2
• Traditional TV sector:
•Mature sector. Efficient production system, industry, cluster, …
•Well defined business models: advertising, subscription, pay-per-view, …
• Clear roles and agents in the value chain.
• Concentration 80-20
• Regulation (licences for operators, entrance barriers, Television without Frontiers
European Directive, …)
•Audiovisual / TV, an important economical weight:
• 20% of the Media & entertainment sector that in Spain is 30.000 M€ (followed
p (
by Internet & video games with 13% of the market and cinema with 8%
• Important expansion of Producers : 20% el 2006 (12% al 2005)
• New TV sector:
•Characterized by the digitalization process: convergence of media and services
• Upheaval in the value chain. Vertical integration. New agents.

3. ITF 2007 / ICT Panel 2: Digital Content
• Entrance of new agents/ disturbance within the value chain:
3. Consequences for the market? TVmòbil , ex2: Triple-Play),
•Telecom operators with other models (ex:
•hw+sw manufacturers (ex: Apple´s iTouch, ex: RealPlayer´s superPass, ex: PS3)
•Internet players / Agregators value chain (vertical integration)
•Movements in the (Google- YouTube, Joost,…)
•Increase in channels / Audience fragmentation (new channels/ DTT, new accesses) ex: LaSexta regional DTT
DTT LaSexta,
•New b business models, new agents and new roles
d l d l
• Threat to advertising model (ex: PVR ). Measure of the accumulated audience. Embedded advertising
Contents
Creation Production Delivery + Access Consumption
Diffuser Terminal
Author Producer Viewers 3
Distributor Exhibitor
SUPPLY DEMAND
Audiovisual Industry
Market
• Aptitude for vertical integration, arriving to the • Access to wide range offer / personalized offer (ex: DTT)
consumer (ex:vblog) • Consolidation of cultural access rights and creation rights
• Creative Commons Licences appeared (“free (ex.p2p)
content”) ex: share music via p2p • Better management of contents / convenience (asynchronous
• Viewer generated contents (ex.currentTV, ohmynew) access, permanent access, omnipresence …)
•Agregators / Interactivity (HMC, PVR, Consoles, STB,…). TV
Consumption: 3.5 hours/day
• Enhancement of the marketing role at the expense of technical aspects (ex: Disney Pixel)
Disney-Pixel)
• Forward integration in the value chain (ex: Movielink)
• DRM: new role of rights management bodies
• New exploitation windows (ex: distribution in mobile phones)

4. ITF 2007 / ICT Panel 2: Digital Content
MobiiliTV
4
MobiiliTV

5. ITF 2007 / ICT Panel 2: Digital Content
Thanks for your attention
+information: PIST@S de Lavinia
(www.lavinia.tc or www.vertele.com)
5
Jaume Teodoro
Managing Director
Grup Lavinia -
Barcelona, November 28th 2007