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IAMCR 2008 Conference – Media and Global Divides – Stockholm
Comparing Public Policies for Digital Terrestrial TelevisionSweden vs Spain within the framework
defined by the European Union
Roberto Suárez CandelResearcher and Lecturer (PhD Candidate)
Department of CommunicationPompeu Fabra University – Barcelona, Spain
Communication Policy & Technology Section
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
1
Public Policy for Digital Television in the European Union
Comparative study of Sweden and Spain
PhD dissertation
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
2
Paper Structure
1. Introduction: Questioning the need for Public Policy
2. The terrestrial platform as an object of public policy, even in the digital scenario
3. Implementing Digital Terrestrial Television, the need for public policy.
4. EU Policy for DTT: guidelines, coordination and subsidiarity
5. Sweden and Spain, two necessarily different approaches to a common issue.
6. Final remarks
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
3
1. Introduction: Questioning the need for Public Policy
The evolution of the role of the State within society
Provider Regulator Enabler
The peak of neoliberal ideology
Power relationships between the State and the Media
Internationalisation and convergence of markets
Homogenization of public policy
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
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2. The terrestrial platform as an object of public policy, even in the digital scenario
Are public interest goals still attributed to terrestrial television after its digitalisation? Is that necessary?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
4
2. The terrestrial platform as an object of public policy, even in the digital scenario
Are public interest goals still attributed to terrestrial television after its digitalisation? Is that necessary?
Does digitalisation transform television in such a way that public policy is not necessary to achieve those objectives?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
5
3. Implementing Digital Terrestrial Television, the need for public policy.
Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses.
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
6
3. Implementing Digital Terrestrial Television, the need for public policy.
Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses.
Market-led strategies and business models
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
6
3. Implementing Digital Terrestrial Television, the need for public policy.
Public administrations were not enthusiastic about getting further involved than creating the necessary basic legal framework and controlling the granting of licenses.
Market-led strategies and business models
…that failed.
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
7
3. Implementing Digital Terrestrial Television, the need for public policy.
CAUSES & OBJECTIVES of digitalisation
Legitimation for Public Policy
Lack of coherence in the political discourse
Hidden agendas
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
8
3. Implementing Digital Terrestrial Television, the need for public policy.
What were the ‘triggers’ for public intervention in order to implement DTT?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
9
4. EU policy for DTT: guidelines, coordination and subsidiarity
Polyhedral nature of television
Multiplicity of policies and institutions
Variety of intervention perspectives and mechanisms
Diversity of policy instruments
Lack of consistence, coherence and effectiveness??
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
11
4. EU policy for DTT: guidelines, coordination and subsidiarity
Policy focused on infrastructures and market behaviour interoperability, competition.
Harmonisation and soft policy instruments
Subsidiarity
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
12
4. EU policy for DTT: guidelines, coordination and subsidiarity
Coordination of the switch-off process in order to ensure the creation of a single European market
Ideological framework
Certainty and guidelines
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
13
5. Sweden and Spain, two necessarily different approaches to a common issue
Why Sweden and Spain?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
13
5. Sweden and Spain, two necessarily different approaches to a common issue
Galperin (2004) / Hallin & Mancini (2004)
Why Sweden and Spain?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
14
5. Sweden and Spain, two necessarily different approaches to a common issue
• Legitimation of DTT and public intervention
• Policy decission-making structures
• Licensing and definition of a business model
• Planning of the transition from analogue to digital
Issues compared
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
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5. Sweden and Spain, two necessarily different approaches to a common issue
• Legitimation of DTT and public intervention
Similarities
Objectives: competition, pluralism and diversity
PSB and Universal Service
Hidden agendas maintain control over the television market
Differences
Public policy ethos
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
16
5. Sweden and Spain, two necessarily different approaches to a common issue
• Policy decision-making structures
Lack of ARN
Political confrontation
Several political levels
Media parallelism
SPAIN SWEDEN
Distribution of responsibilities
Transparency
Collaboration
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
17
5. Sweden and Spain, two necessarily different approaches to a common issue
• Licensing and Business Model
Lack of transparency
Clientelism
Replication of the analogue market
Post-switchover already defined
SPAIN SWEDEN
6 licensing contests
Short licenses
Transparency
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
18
5. Sweden and Spain, two necessarily different approaches to a common issue
• Licensing and Business Model
From Pay-Tv to FTA
Different regional markets
Uncertainty about the future: Pay-tv?
SPAIN SWEDEN
FTA + Pay-TV (but encrypted)
Competitive and attractive offer
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
19
5. Sweden and Spain, two necessarily different approaches to a common issue
• Planning of the transition
Regional basis
Focused on DTT
Public and Private players
Communication needs to be improved
SPAIN SWEDEN
Regional Basis
Platform neutrality
Independent Authority
Focus on Communication
Market collaboration
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
20
6. Final remarks
• DTT implies a re-birth for national public policy
• Political tradition determines public intervention
• National media particularities are still relevant
One international issue, several national approaches
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
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6. Final remarks
• Terrestrial television still maintains its link to public interest
• Public policy is still necessary
• Industrial mechanisms to achieve social goals?
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
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6. Final remarks
Comparing national experiences allows detecting best practices, key drivers and obstacles.
Adaptation to national scenarios
IAMCR 2008 - Stockholm
Roberto Suárez | Pompeu Fabra University – Barcelona, Spain
Comparing Public Policies for DTT
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6. Final remarks
• Independence of policy actors
• Transparency
• Collaboration
• Communication
Common key elements of successful migration plans
IAMCR 2008 - Stockholm Comparing Public Policies for DTT
TACK!
Roberto Suárez Researcher and Lecturer (PhD Candidate)
Department of CommunicationPompeu Fabra University – Barcelona, Spain
www.robertosuarez.es