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Building Consumers Confidence in Digital Broadcasting – Experiences from SADC
06 May 2015
Malesela Simon Kekana PMO Manager – SADC Digital Migration Office
International Summit on Digital Migration Abuja, Nigeria
1
2
1. Introduction
2. SADC Roadmap
3. Challenges
4. Critical Success Factors
5. SADC DTT Resolution
6. Building Consumer Confidence
7. Summary
8. Conclusions
Digital broadcasting state of play – SADC
Index
The SADC DTT PMO office is established as regional DTT Migration Management office
to highlight and meet the guidelines of the SADC Digital Migration Roadmap;
l Provide SADC member states with advise on DTT Migration
l Monitor regional DTT Migration progress.
l Evaluate Member State migration progress and propose expedition
measures.
l Report implementation progress to SADC ICT Secretariat, Sector Ministers,
and Head of States.
3 Digital broadcasting state of play – SADC
Introduction – PMO Office
No Activity Commencement Date End Date
1. Stakeholder consultation (including a
communications strategy)
Mid 2009 Ongoing until after switch-over
2 Submission of National DTT migration
strategic plans
October 2011 April 2013
3. Development of technical specifications Mid 2010 December 2012
4. Development of harmonized frequency
plans
Mid 2010 April 2013
5. Licensing of and conduct DTT trials June 2012 April 2013
6. Consumer awareness Mid 2010 Ongoing until after switch-over
7. Simulcast/Dual illumination period Mid/End 2012 End of 2013
8. Digital Dividend Review Early 2012 Ongoing until after switch-over
9. Monitoring and review 2012 Ongoing until after switch-over
4 Digital broadcasting state of play – SADC
SADC Roadmap - Plan
Policy Developm
ent & Guidelines
Regulatory Framework
Solution Provisioning
Consumer Awareness & Campaigns
Programme Launch
SADC DTT PMO VISIT- BOTSWANA 5
SADC Roadmap - Ecosystem
DTT PMO Awareness & Marketing
Policy & Regulatory Framework
Broadcaster
Content
EPG Generation
Applications
Network
Contribution Links
Multiplexing
Transmitter Networks
Home
Finance & Funding
Human Capital & Skills Development
Digital broadcasting state of play – SADC
SADC Roadmap - Ecosystem
7
The input is derived from the Member State Project Plans developed in association with the SADC DTT PMO.
It also uses the input received from the SADC DTT Questionnaire
l 7 Member States are at different stages of Installations and Finalising
Implementation of Migration Ecosystem
l 2 Member States are conducting trials (Madagascar & Seychelles)
l 1 Member State is on dual illumination (network only)
l 5 Member State are operating a digital network & continuing further roll out.
Digital broadcasting state of play – SADC
SADC Roadmap - Status
The SADC DTT PMO has observed the following common challenges amongst
Member States
l STB availability based on Member State’s specifications
l Infrastructure sharing
l Accountability by partners & lack of structured approach to implementation
l Human capital (management, technical and operational)
l Public awareness and campaigns
l Production, availability of content & Piracy
l Finance, general funding & economic beneficiation
l Lack of stakeholder participation and management
8 Digital broadcasting state of play – SADC
Challenges - Common
Short term critical success factors can be used as yardsticks to measure the
intended outcomes in compliance with the with the set deadline.
9
Critical Risk Area Comment Completion of border line DTT transmitters and network
Member States need to put serious emphasis to this aspect considering the time frame left. The ITU protection ends on the determined date and it will be in the interest of Member States to complete this task first.
Analogue Switch Off
The current analogue transmitter network and households receiving the analogue television need to be covered and completed first.
Availability of STB The ease on which the population has access to the quality and affordable STB.
Consumer awareness
All activities relating the consumers including customer protection, details relating to benefits of digital migration, general hardware support information etc
Digital broadcasting state of play – SADC
Critical Success Factors
SADC ICT Ministers adopted Resolutions which will further provide support to the Digital
Migration process in the region. The Resolution was later approved by the SADC Head of
States for Implementation; These Includes amongst others:
l Commit Political support;
l Promote Public awareness and Consumer campaigns
l Encourage public funding;
l Commit to International treaties on Broadcast Piracy;
l Encourage infrastructure sharing amongst broadcasters and
l Promote the sustainability of broadcasters including FTA public
broadcasters, and commercial broadcasters.
10 Digital broadcasting state of play – SADC
SADC DTT Resolution
11 Digital broadcasting state of play – SADC
ü Critical stakeholder but…
ü Chronically forgotten Stakeholder
ü To bear the convertor box cost (as initial focus is on the digital transmission conversion)
ü Ignorance (minimal education on DBM)
SAD story of a Consumer
Building Consumer Confidence
As part of the development of the SADC Digital Roadmap, the policy makers always kept
in mind the role of the consumer and developed the measures to keep the consumers in
confidence on the whole Digital Migration Process
Interventions Includes
l Development of Regional Consumer Awareness Guidelines
l Inclusion of consumer bodies in both Regional and National Task Teams
l Encouraging development of National Consumer Communications
Strategies
l Development of guidelines on Consumer Protection and Awareness
12 Digital broadcasting state of play – SADC
Building Consumer Confidence
Development of Regional Consumer Awareness Guidelines
Key Components highlights:
l Consumer awareness and education are a key component to successful
migration to digital broadcasting technologies
l Digital switchover is more than the technical aspects of the process
l Effective communications strategy required for the harmonisation of migration
l To focus on creating long-term relationships among these stakeholders for effective and efficient migration
l To identify responsibilities to be undertaken by: consumers, policymakers, regulators, service providers, network operators, content creators, equipment manufacturers, vendors and civil society
13 Digital broadcasting state of play – SADC
Building Consumer Confidence
14 Digital broadcasting state of play – SADC
Development of Regional Consumer Awareness Guidelines
Building Consumer Confidence
15
Building Consumer Confidence
Digital broadcasting state of play – SADC
Development of Regional Consumer Awareness Guidelines
16 Digital broadcasting state of play – SADC
Development of Regional Consumer Awareness Guidelines
Building Consumer Confidence
All SADC Member States have fully developed communication strategies except for two
who are currently finalising their documents. Role Players includes, Media Bodies,
Consumer Bodies, Political Leadership (local, Provincial & National), Traditional
Leadership and all other relevant stakeholders
Communications Strategy includes utilising various outlets but not limited to:
l Print Media
l Electronic Media; TV/Radios (advertising, Talk Shows etc),
l Road shows and activations,
l Meetings, Seminar and Workshops seminars,
l Outdoor Advertising
17 Digital broadcasting state of play – SADC
Building Consumer Confidence
18 Digital broadcasting state of play – SADC
Clarity & Simplicity Transparency
Multiple Communications
Methods Differentiation
to ensure widespread
understanding of the stages of the process and on the actions that each of citizen
should take to join the Digital SwitchOver
to ensure that there is visibility
and discussion of all activities,
generate commitment of all actors as well as
alignment of messages
between the various agents
to ensure that the messages
conveyed are appropriate to
intended targets, and ensure
accessibility for all independent of their e-literacy, education, age, language etc.
to ensure that communication
actions are taken favoring the use of
free and accessible media
Key Factors
Building Consumer Confidence
19 Digital broadcasting state of play – SADC
Focus your messaging:
l Your TV is about to change l Apply for the subsidy/get a tv licence etc l Purchase and connect your STB l Are you ready?
l Rescan for channels
l You missed it! Here’s how you get TV now
Building Consumer Confidence
20 Digital broadcasting state of play – SADC
Targeted Special Attention:
l Senior Citizens
l Non-English Speaking and Minority Communities
l People with Disabilities
l Low-Income Consumers
l People living in Rural Areas and on Tribal Lands
Building Consumer Confidence
21 Digital broadcasting state of play – SADC
Field Plan
l Setting up targeted outreach and media events
l Demonstrating STB set-up
l Assisting consumers in STB purchases
l Ensuring that STB antenna supply is adequate
l Partnering with local broadcasters
l Working with local government and community organizations
l Coordinating all digital migration efforts
l Working with broadcasters and communities on the set switch off date
l Dealing with issues that arise following post switch off date
Building Consumer Confidence
22 Digital broadcasting state of play – SADC
President Of United Republic of Tanzania officially launch the digital migration LOGO and Public Awareness Campaign in Tanzania
National Campaigns
23 Digital broadcasting state of play – SADC
USE SIMPLE LANGUAGE
HAVE A CHAMPION IF NOT A QUEEN
OR KING
National Campaigns
In the short to long term the Digital Terrestrial Networks will remain the main source of
content consumption by consumers
SADC is continuing to work on consumer related developments, and seek ways to
address the impending challenges, these include interventions on:
l Further develop customer survey tools to assess both national and regional
impact
l Develop digital migration impact study and how the programme is enabling
universal access to information
l Develop post digital migration strategies to enable sustainability of the
digital platform
l Develop guidelines on adoption and implementation of DTT complementary
platforms for further reach.
Digital broadcasting state of play – SADC
Summary