Media, Nationalism and European Identities

Chapter 13: Digital Television and the Search for Content

CHapter 13 digital television and the search for Content petros iosiFidis introduction digital television (dtV) offers the potential to overcome some of the limitations of analogue television, such as spectrum scarcity and picture interference. the availability of bandwidth allows viewers access to hundreds of channels, each aiming at specific market segments and each catering to specific interests. For some (Gilder, 1992; Negroponte , 1995) digital networks will bring about vast opportunities for specialised production and distribution, which will eventually mean the end of dominance of centralised broadcasting systems. dtV also comes with the promise to lower entry costs for new broadcasters, thus allowing the entry of new, small and talented broadcasters, with fresh ideas, that will contribute to innovation, more choice and diversity. For these reasons the european Commission (eC) promotes dtV adoption1 and has published two Communications to accelerate digital switchover as a main driver for dtV take-up (eC, 2003; eC, 2005; iosifidis, 2006). this study argues that digitalisation has led to more channels, increasingly interactive and personalised services, but the switchover to digital broadcasting has only marginally benefited the public in terms of access, choice and programming diversity. Free-to-air digital content is a late phenomenon and notwithstanding some notable exceptions 1 eC’s support for dtV is implemented through several instruments. For example , eeurope acknowledges and encourages the role of dtV in a multiplatform approach to the information society. the policy is expected to provide widespread access to advanced communication and information services for all eu citizens. eeurope required Member states to publish their switchover plans by the end of 2003. the new regulatory framework for electronic communications also promotes the roll-out of dtV networks. i4 Jakubowicz.indb 391 2011.03.21. 14:26 392 european Media policy (i.e., the uK) it has yet to make an impact on european citizens. as european media markets expand and more and more channels are available, there is consequently a massive increase in demand for programming , but this programming is dominated by foreign, often american , output. in turn, the penetration of european markets by american content inhibits european culture and denies european citizens their entitlement to a collective identity. the prevalence of domestic output in the new digital offerings is another factor inhibiting the creation of a “european public sphere.” thus the television without Frontier’s (tWF) (now audiovisual Media services) objective to influence the flow of european programming among Member states so as to motivate the emergence of a common culture could be flawed. evidence suggests that the digital media have not enabled a borderless media flow and thus have not led to a strong sense of cultural belonging across europe, not least because of the national character of the television market and the prevalence of foreign, notably us output. Market segmentation and audience fragmentation, two of the main characteristics of the digital age, reinforce the argument that social cohesion may be at stake. in terms of structure, the first part of the article presents an overview of current developments of dtV across the eu. emphasis is paid to the process of digital switchover and the role of digital terrestrial television (dtt) as the main drivers for encouraging digital take-up. part two examines the programming of the new digital channels launched by established terrestrial broadcasters, including public broadcasters, in selective eu Member states (France, the uK and spain) and discusses whether the new digital services can contribute to programming diversity . the concluding part considers whether eu policy in the area of digitalisation is mainly industrial and economic or whether it involves a cultural element too and as such promotes european integration and contributes to the creation of a common european identity. digital switchover and the development of dtV digital switchover (the progressive migration of households, from analogue -only reception to digital reception) has in recent years been put i4 Jakubowicz.indb 392 2011.03.21. 14:26 393 Digital Television and the Search for Content high on the agenda of both national and european regulators. the role of dtt, in particular, was underscored in the e-europe 2005 action plan as one of the three main access platforms to the information society , together with uMts and fixed broadband access. according to the e-europe action plan, all Member states were required to disclose their national strategies for the switchover from analogue to digital terrestrial television by the end of 2003. in June 2005...