2016年2月2日火曜日

Smart broadcasting in the present

 The Internet and Digital Research Institute of the Commercial Broadcasters' Association has just held an event. As the chairman of this institute, I investigated combined plans for transmission and broadcasting together with 8 commercial broadcasting companies that were part of the membership.
 3 years ago, discussions within the Research Institute were mainly about how Japan should deal with the overseas import of smart televisions from Google and Apple. The talks were about IT incorporating TV.
 2 years ago, the focus of the discussions was linking TV and smartphones together to create a second screen. The matter at hand was the method that could be used to build up Japanese IT+TV services.
 The previous year, discussions shifted to Japan's offensive. Discussions were made about how TV broadcasters could use IT to its best, and how they could provide IT services on their part.
 This time, after looking at the various initiatives implemented by the television broadcasters, I found that the respective broadcasters had diverse initiatives that did not run parallel with each other, and that they were operating based on their own strategies.
 I believe that Japan is a country suitable for smart television, with its extremely favorable environment for broadcasting and communication networks, movement towards lighter regulations, broadcasting companies with superior industrial structures, and high social media literacy among its users.

 However, 30% of local broadcasters do not currently link television to the Internet or mobile services. They claim that the reason for this is due to limitations in areas such as the cost and knowledge required. Of the local broadcasters that have Internet and mobile support, 16% have managed to recoup the costs associated with making that support available. There is still a long way to go.
 "What are your issues?" I asked the television broadcasters, and received answers ranging from production costs and budgets to a lack of human resources. The answers did not change from before. However, it appears that the attitude towards this has changed from "It's flourishing, so let's not do it." to "It's flourishing, so let's just do it now."
 Until now, the crux of the discussions has been about how to produce revenue from Internet transmissions - should they be paid with advertisements, or should they be offered as chargeable services to viewers? This time, we paid attention to 2 points that proved to be a return to the core business. The first was to expand the businesses and content areas of the broadcasting companies, specifically in terms of live broadcasting, merchandise sales, and B2B. The second was to incorporate the power of the Internet into improving television programs.
 In summary, we were able to see a new vision of smart television in Japan that did not involve just transmitting content over the Internet, but involved making television real and performing a literal version upgrade on television itself.

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