May 8, 20092nd Czech-Polish-Slovak Communication conference - BRNO/TELČ 1 Same starts, but...

May 8, 2009 2nd Czech-Polish-Slovak Communication conference - BRNO/TELČ

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Same starts, but different ends...Developments of broadcasting systems in the Czech Republic, Slovakia, Hungary and Poland after 1989

PhDr. Milan Šmíd, Charles University, Faculty of Social Sciences


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Before 1989, Czechoslovakia, Poland and Hungary have very similar broadcasting systems, distinguished by following attributes:

- state monopoly of broadcasting, e.g. - only a state broadcaster had a right to broadcast- only 2 TV channels (networks) and 3-5 radio stations in the country- management appointed by communist parties or governments - funding of state broadcasters: license fee + subsidies- the license fee was redistributed through the state budget- since the eighties: re-broadcasting of Soviet TV channels in limited extent and coverage

The starting point of the transformation of broadcast media was in the CEE countries the same - 1989. The transformation was triggered by political change in all the countries.

However - the next developments were very different, influenced by historical, cultural, political and economic attributes, specific to the particular country


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Czech Republic: (till January 1993 a part of Czechoslovakia)

basic features of the Czech media policy in the beginning of nineties: - the effort to de-monopolize broadcasting as soon as possible (Cabinet declaration of July 1992: "the government will promote the plurality of the mass media since competition in the information market place guarantees its quality and objectivity. The government will encourage the privatization process and support private enterprise also in the mass communication field." )- no government interference into broadcast media, free market approach (different from Slovak part of the federation, where building of national media was a priority)

milestones in development of Czech broadcasting system- May 1990 - third TV channel OK3 (former rebroadcast of the Soviet TV) launched- March 1991 - experimental temporary radio licenses (more than 20) awarded- October 1991 - new Broadcasting Act 468/1991 passed- November 1991 - Czech TV and Czech Radio established as independent public corporations- 1992 - regular licensing of radio stations, licensing procedure started for private TV - June 1993 - first licensed TV station (local) Premiéra TV started broadcasting- February 1994 - private TV Nova (CME) launched as a national channel on frequencies of former public F1 channel- September 2000 - digital satellite service UPC Direct launched- 2005 - beginning of regular DVB-T broadcasting (public TV mux - Praha, Brno, Ostrava)


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Czech Republic (statistical data 2007)population - 10 381 000number of households (economic units) - 4 030 000(in % of TVHH) cable connected 22%

satellite - DTH+SMATV 15%only analogue terrestrial 61%

national terrestrial analogue channels - public: CT1

CT2- private Nova

Prima TV


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Czech Republic Statistics - MAVISE - European Audiovisual Observatory

- 179 channels registered (not all of them are active)- country of origin: Czech Republic - 44 channels - among them - 23 free channels (FTA) - among them 13 local channels- in Czech language - 71 channels

Main Czech-made free cable/satellite TV channelsOcko (music channel - 2002)CT24 (public TV news - 2005)CT4 Sport (public TV sport - 2006)TV Noe (Christian channel - 2006)Public TV (entertainment - 2007)Nova Cinema (films - 2008)Z1 (all-news channel - 2008)Nova Sport (renamed in October 2008, originally Galaxie Sport form 2002)Prima COOL (entertainment - 2009)Barrandov TV (generalist - 2009)

audience share „others“ - 2005 - 6%, 2006 - 7%, 2007 - 9%, 2008 - 12,7%


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Slovak Republic: (till January 1993 a part of Czechoslovakia)

basic features of the Slovak media policy in the beginning of nineties: - till 1993, the effort to establish national public media independent of the Czechoslovak media, the licensing of private media has not been a priority - after independence the weak (subsidized) public broadcasters fell under influence of the government, Mečiar’s cabinet (till 1998) use them as a tool of its policy- private broadcasters introduced as a result of public pressure and as an emulating foreign examples (Czech Republic, Hungary)- after 1998 the main concern: independence of public STV free form state subsidies

milestones in development of Slovak broadcasting system - May 1991 - Slovak TV and Slovak Radio established as independent public corporations- October 1991 - Broadcasting Act 468/1991 (Czechoslovak)- June 1992 - regular licensing of radio stations, licensing procedure started only for the former channel OK3/TA3 - not realized- August 1996 - private TV Markíza (CME) launched on frequencies of the TA3, the public TV networks were not privatized like in the Czech Republic- October 2000 - new Law on Broadcasting and Retransmission 308/2000- September 2001 - all-news cable/satellite channel TA3 - March 2002 - private network TV Joj launched, built on structure of local TV Global)- 2003 - re-structuring of public STV organization


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Slovak Republic population - 5 412 500number of households - 1 644 728, TV households - 1 628 281 (in % of TVHH) cable 41,0%

satellite - DTH +SMATV 17,0%terrestrial 49,0%

(data by Special Eurobarometer N°293 - 2007)

national terrestrial analogue channels: - public: STV1

STV2 - private Markíza

Joj

Slovak TV audience shares in February 2009 - 12+

STV116%

STV24%

Tv Markíza32%

TV Joj20%

others28%

STV1

STV2

Tv Markíza

TV Joj

others


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Slovakia Statistics - MAVISE - European Audiovisual Observatory

- 70 channels registered- country of origin: Slovak Republic - 28 channels- among then 26 free channels (FTA) - among them 15 local TV channels- in Slovak language - 29 channels

Main Slovak-made free cable/satelliteTV channelsTA3 (news channel - 2001)Bebe TV (children)Nautic (entertainment)Music Box (music channel)TV Ring (games)

audience share 2008 „others“ - 24%


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Hungary

basic features of the Hungarian media policy in the beginning of nineties:- absence of Broadcasting Act till 2006 (two third majority necessary - impossible)- broadcast media became subject of political deals “tit for tat”- the public MTV faced a strong political pressures from political parties (media wars - conflict between the President and the Prime Minister)- private broadcasters were considered as a solution for de-politicization of public media, namely television, public MTV received in 2006 only one analogue terrestrial channel- MTV is of peripheral importance now, licence fee was abolished July 2002

milestones in development of Hungarian broadcasting system- 1989 - round-table discussions: all the media legislation needs two-third majority in the Parliament, a moratorium for frequencies declared, appointment of Radio and TV directors by Prime Minister AND President- 1990-1993 - “media wars” concerning the state radio and television MTV- 1993 - ministry of education awarded licenses to local nonprofit projects, - February 1996 - new Broadcasting Act (adopted 1995) came into force- 1997 - license for two nation-wide TV channels awarded to TV2 (SBS Broadcasting) and RTL Klub (RTL Group) televisions- since 1997 MTV operates only one terrestrial channel m1, the second one, m2, is the satellite/cable channel, TV DUNA is a satellite channel for expats


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Hungary population - 10 077 000number of households - 4 001 976 (in % of TVHH) cable connected 61,6%(data ArboMedia 2005) satellite - DTH 4,7%

satellite - SMATV n.a.terrestrial 33,6%

national terrestrial analogue channels:- public: m1- private RTL KLub

TV2national public satellite/cablechannels: m2

DUNA TV

Audience Shares in 2007 - 18+ (Eurodata - Mavise)

m113%

m22%

Duna TV2%

RTL KLub26%

TV226%

Viasat5%

other 26% m1

m2

Duna TV

RTL KLub

TV2

Viasat

other


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Audience share in multichannels homes (source:RTL Klub)

17,3 9,8 9 8 9,7 11 11,3 9,1 9,3 7 6,4 5

31,732,1 35,3 34,4 31,9 31 28,9 27,9 25,5

23,6 21,6 21

25 34,1 32,7 33,6 34,4 33 31,831 29,2

28,426 24

26 24 23 24 24 25 28 32 36 41 46 50

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

MTV TV2 RTLKlub ostatni

Hungary Statistics - MAVISE - European Audiovisual Observatory

- 185 channels registered- country of origin: Hungary - 47 channels- among them 27 free channels (FTA) - among them 9 regional local (window) TV, - in Hungarian language - 89 channels (most of them pay TV)

Main Hungarian-made free cable/satelliteTV channels- TV Hír (news)- Viva (music channel)- Minimax (children)- Viasat 3, - Sport 1 - Magyar ATV

audience share 2007 „others“ - 26%, in multichannel households almost 50%


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Poland: basic features of the Polish media policy in the beginning of nineties:- after period of chaotic circumstances in broadcasting 1990-1994, media were perceived as a subject of national interest (33 % limit for foreign ownership in law)- the result: the public television TVP is still a dominant player at the market, financially independent with 60 percent share in TV advertising- the size of the Polish market enabled a wide cable and satellite offer

milestones in development of Polish broadcasting system- December 1992 - new Broadcasting Act (in force since March 1993)- till 1993 - the emergence of many officially not approved radio stations, private satellite TV channels “Polonia 1” (from Italy) and “Polsat” (from London) re-broadcasted terrestrially till 1994 (semi-legally) - January 1995 - Polsat TV launched as a terrestrial TV - with about 70 percent coverage- October 1997 - TVN network launched (merge of local stations) - with about 60 percent coverage (public service TVP operates two TV channels with nearly 100 percent coverage, the third regional channels covers 75 percent area) - since 1998 start of digital satellite platforms - now three are available (Cyfra+, Cyfrowy Polsat, N-TVN)- August 2001 - among many new home and foreign localized satellite and cable channels was launched the first private all-news channel TVN24- 2005 - TVP enlarged its services by thematic channel TVP Kultura, the others followed


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Poland population - 38 173 835number of households - 13 855 257 (in % of TVHH) cable connected 36,5%(data ArboMedia 2005) satellite - DTH 17,4%

satellite - SMATV 2,9%only terrestrial 46,1%

national terrestrial analogue channels: - public: TVP1

TVP212 reg.stations TVP Info- private: Polsat

TVNnational public satellite/cable

TVP KulturaTVP SportTVP HistoriaTV Polonia (1992)


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Poland Statistics - MAVISE - European Audiovisual Observatory

- 208 channels registered- country of origin: Poland - 75 channels- among them 40 free channels (FTA) - among them 7 regional local (window) TV - in Polish language - 131 channels (two thirds of them pay TV)

Main Polish-made cable/satelliteTV channels- TV4 (entertainment - 2001- TV Puls (generalist - 2001)- TVN24 (news - 2001)- TVN 7 (film - 2002)- TVN Style (lifestyle - 2004)- TVN Meteo (2003)- Polsat 2 (generalist - 1997)- Polsat Sport (sport - 2000)- Polsat News- Polsat Café- Polsat Play- Mini Mini (children - 2002)- TV Biznes (2004)

audience share 2008 - „others“ - 24%


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Comparison of TV public service broadcasters

Audience sharePoland - 7 channels (TVP 1-2, TVP Info, TVP Kultura -2005, TVP Sport 2006, TVP Historia 2007 + Polonia sat) 46 %Czech Republic - 4 channels (CT1+CT2+CT24+CT4 Sport) 31%Slovak Republic - 2 channels (STV1+2) (in 2008 STV3, part time channel) 20%Hungary - 3 channels (m1, m2 + Duna TV) 17%

Regulation of advertisingCT - 0,75%/0,5% of broadcasting time till the end of digitalization, 6 minutes in a hourSTV - 3% of broadcasting time, 12 minutes in a hourMTV - 6% of broadcasting time, 6 minutes in a hourTVP - the same limit as for the private stations - 15% of broadcasting time, 12 minutes in a hour

Licence fee (R+TV in year)CT- 1740 Kč 83 euroSTV - (1680 Sk) 55,68 euroMTV - no licence fee TVP - 186,7 zloty 44 euro


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Supply of TV channels (Mavise database - European Audiovisual Observatory)

No. of TV channels country in countryregistered of origin language

----------------------------------------------------------------------------------------Czech Republic 179 44 (-13 reg) 71Slovak Republic 70 28 (-15 reg) 29Hungary 185 47 (-9 reg) 89Poland 208 75 (-7 reg) 131

Modes of TV reception in households - audience share of “others”

cable HH satellite HH share other ----------------------------------------------------------------------------------------Hungary 61,6% 4,7% 26%Poland 36,5% 20,3% 24%Slovak Republic41% 17% 24%Czech Republic 22% 15% 12,7%


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source : European Audiovisual Observatory / MAVISEpress release: http://www.obs.coe.int/about/oea/pr/mipcom2008.html


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Conclusions:

- former monopoly state broadcasters in the CEE countries had no competitors before 1989 (with exception of trans-border overspills and of video recorders)- the starting point and initial condition of the transformation in all CEE countries was approximately the same in 1989 - de-monopolization and transformation of broadcast media have generated in different countries different results, why?

I found three main variables from fields of politics, economy and technology, whose influence was mutually interconnected when shaping TV media landscape:

- different media policy of post-communist governments - resulted in different significance of public broadcaster as well as in different ownership conditions- different size of markets (Poland 7times larger than Slovakia) resulted in different supply of TV channels- different technical environment as to the reception of TV signal (cable TV in Hungary started already before 1989, the satellite reception of TV expanded in Poland in times of the pirate broadcasting..)


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Same starts, but different ends...Developments of broadcasting systems in the Czech Republic, Slovakia, Hungary and Poland since 1989

Thank you for your attention


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Households in the Czech Republic - 3 828 000

cable available in the Czech HH (homes passed): 1 258 000 (33%)cable TV subscribers of the UPC CR 556 600cable TV subscribers of other companies about 250 000

cable connected 800 000 (21%)

satellite in the Czech HH (free + pay TV) about 500 000 (13 %)

among them subscribers of the UPC Direct (pay TV) 125 000 (3,2%)

Digi TV (pay TV) 75 000 (2%)CS LINK about 300 000

(7,8%)

note: since 2008 (beginning of digital switch-off period), satellite users are on the rise

Cable and Satellite Programming Services (in Czech) - 2007-8

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May 8, 20092nd Czech-Polish-Slovak Communication conference - BRNO/TELČ 1 Same starts, but...

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