Which problems have appeared after transition from analogue to digital broadcasting in Ukraine? And what about piracy, its frequency and methods to avoid it? How the digital broadcasting will change the future of Pay TV market? Answers of all those questions were being looked for by participants of panel discussion “Content value: how to save in modern market conditions?” as part of the main event in the field of telecommunications in Ukraine – Telecom Ukraine 2018, September 8-10, Odessa.
Participants gave the general positive assessment of deactivating analogue television. They said about active subscribers’ movements from analogue to T2 and online resources. Furthermore, they noticed the small increase in the providers’ client databases.
Nikolai Feingold, Commercial Director StarLight Digital, said: “There is a tendency of small increase in the cable providers’ client databases in Kyiv. We will see what happen in other districts. One day we had a meeting with Kyiv providers where were analyzed different options to make people to come to them. We expected the small increase because it’s Kyiv with its specifics. In the same time I notice the tendency of growing the subscribers’ ARPU . The most visible result – OTT providers: last year it was 25-30 grn. per package, today – no less than 47 grn”.
Also Nikolai underlined, that the growing of ARPU made providers think more about content value: “Most of them have understood the two main factors of content value. The first one is production. But we need to correctly deliver the content. And it’s the role of marketing. Those who think about marketing, even in times with growing prices, have less level of damage in the end”.
However, not everybody had the positive expectations about analogue broadcasting. Oleg Yeliseyev, Director Tenet Ltd. marked that there is an active process of moving content-traffic to the global platforms for content placement. It also shows us the pretty real threat to media groups – standard producers of media content, – loss of a significant share of the advertising market.
“There is no reason for us to build the rainbow plans about significant flow of subscribers from analogue to paid technologies. Our estimates are 1-2% conversion. We believe more in the conversion of subscribers from traditional (analog) cable to digital technologies like IPTV and OTT (i.e. subscribers’ redistribution within the market). And the most we believe in the development of the OTT segment as a driver of the market”, – commented the Head of the Department of Distribution 1+1 Media Distribution Ivan Primakov.
Another danger is still piracy. The most active in fighting piracy in Ukraine is the initiative “Clear Sky”, which gathers together key representatives of the media market, interested in convincing the public to stop sponsoring pirates, who are devaluing the content.
Katerina Fedorova, the head of the “Clear Sky”, shared her vision of the situation: “I believe that the right holders have begun to fight piracy more actively. This fight includes not only right holders, but also providers and advertisers. In fact, piracy harms not only business but also affects the consumer’s opinion that the content can be taken priceless, free of charge“.
She also described the way of subscribers’ behavior: they have begun to pay attention to the existence of different types of broadcasting, and also realized the need to choose a way of consuming the media content.
The problem of theft the content has the one feature that complicates the fighting piracy: society encourages such actions. “Most people believe that media groups’ TV channels are free and TV is not worth a penny. There is no culture of consumption“, – said Alexander Harutyunyan, Director of Pavytina.Net Ltd.
So there is a question: how to make the content really valuable and change the mind of society? “To cause the change, we need to inform society about all changes and about the values that are being formed. It can be resolved by a social advertising campaign. We will have known the results of the competition for the best idea of social advertising by the end of this year. Such advertising can convince the public in the importance of fighting piracy and tell about its negative consequences“, – said Katerina Fedorova.
Talking about the results, Nikolai Faengold shared the statistic: 25 cases of illegal use of the SLM content, the successful playlists blocking, the termination of TV channels broadcasting in mobile apps, the removal of ads on OLX, cooperation with payment systems for blocking pirates’ accounts.
Other ways ways to combat illegall use of content, according to the participants, can be the coding of T2 and satellite signal, the delineation of free and paid content, the creation of HD-versions of the channels.