Press release 22.10.2008
The future of television was at the centre of day two of this year's Biel-Bienne Communication Days. The speakers discussed new technologies and television broadcasters' strategic orientations.
The speeches were heard by 750 participants, which can once again be seen as a sign of the success of the Communication Days.
Isabel Wenger (Mediapulse) presented a new study on media use which showed that young people in particular are replacing traditional media with new media. "Content is no longer linked to a particular medium" said Wenger.
Karlheinz Kögel (owner of Thomson Media Control) and Fredy Collioud (chairman of Publicis) talked about the scope and necessity of advertising, explaining that advertising creates a spiral which provokes competitors into reacting more strongly. Collioud explained that due to the combination of pictures and sound, TV advertising is still ideally suited to changing attitudes and feelings towards a brand at the emotional level."The future belongs to the moving image, because it creates a world of adventure which reconstructs these changes."
Will there still be "ordinary" linear TV in the future?
Changes in television due to new technologies was the subject of the presentation by Marco Wanders (senior director, Microsoft Mediarooms), who explained that "IPTV will fundamentally change television. On-demand and mobility are personalising use."
Jean-Paul de Weck, CEO of Swisscom Broadcast, also referred to the new technologies and spoke about experiences with mobile TV. Comprehensive coverage, picture quality and live content are important success factors. "Quality must not just be good, but excellent in order to meet customer expectations."
Catherine Mühlemann (Associate of Andmann Media Holding) spoke about the future of linear television and stressed the importance of convergence. "Linear TV is coming under pressure and will become one option out of many."
Geoffrey Goodwin (head of BBC Switch) outlined the orientation of the BBC, which is targeting teenagers with the slogan "Celebrate British Teens" using online soaps and online products. For the ORF Director Elmar Oberhauser, information is key to the company‘s strategic orientation: "It is the flagship of every public service broadcaster." The multi-platform strategy is central to the strategic orientation of the Swiss Broadcasting Company "it is no longer sufficient just to think about content; we must begin to think about platforms in comprehensive terms" said Ingrid Deltenre (Swiss Broadcasting Company Director).
The panel discussion on the new Ordinance on Radio and Television against the backdrop of the relicensing brought the seventh Biel Communication Days to a conclusion. Hans Peter Trütsch (senior parliamentary correspondent for the Swiss Broadcasting Company) led the discussion with Roger Schawinski (media entrepreneur), Günter Heuberger (MD of Top Medien), Jürg Bachmann (President of the Association of Swiss Private Radio Stations and Martin Dumermuth (OFCOM Director). Schawinski emphasized that the radio landscape in Switzerland had gone downhill. "I want to make a contribution to greater diversity. It is unpleasant having to wait so long for the licence allocation." Jürg Bachmann also referred to the current situation as a difficult phase. "The uncertainty as to whether we will actually be broadcasting next year is a strain." Martin Dumermuth countered that it is wrong for pressure to be applied now. "Awarding a licence is a complex matter and takes time. We want the decisions to be founded on a sound legal basis." Günter Heuberger hopes that the new licences will lead to programme services with more substance.
Presentations and videos (coming soon) of the speakers
Blogs about the comdays (in German and French).
Contact/enquiries:
Andreas Sutter, Biel-Bienne Communication Days, 079 356 19 10
Biel Bienne Communications Days
P.O. Box
2501 Biel Bienne
Phone +41 32 327 57 90
Fax +41 32 327 56 69
or fill in the contact form