Narrowcast vs Broadcast Kenneth Liang EVP, Programming

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Narrowcast vs Broadcast Kenneth LiangEVP,
Programming Production (Ch 5)31 Oct 2008
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Impact of Technology From Set Menu to Infinite
Choice
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Impact on TV Business From Marathon to Decathlon

• Broadcast Era
• Synchronous, mass audience
• Economies of Scale
• Single platform Marathon
• All By Myself?
• Narrowcast Era
• Asynchronous, fragmented audience
• Economies of Scope
• Multi-platform Decathlon
• Here, There, and Everywhere

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Impact on Audience/Consumption New Generation of
Media Audience

• Technology opens up content access and gives
  consumers control
• Massive Passives Heartlanders
• Gadgetiers PMEBs
• Kool Kids Youth

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Case Study Narrowcast Needs Broadcast
LG

• All telcos are running their own 3G Mobile TV
  services today
• Yet they have teamed up together with MediaCorp
  to conduct Mobile TV using DVB-H (digital
  broadcast), Why?

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Case Study Broadcast Needs Narrowcast

• Linear TV is unable to fit in with busy schedule
  of viewers today
• That is why we made available our popular shows
  as catchup TV online via mediacorptv.sg / MobTV
  repositioned on TVMobile (ie narrowcast to bus
  commuters)

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Broadcast co-exist with Narrowcast

• Narrowcast
• Multiple copies
• Non-linear, on-demand viewing

• Broadcast
• Single copy
• Linear, appointment viewing