Sky is about to move forward with a three-dimensional image channel, bringing to the television broadcast a feature that is currently available mainly in the cinema or in films on offer on demand. The South African football world cup next year will already be registered in order to allow that possibility. Portuguese operators enthusiastically see the evolution, but argue that it is far from becoming a mainstream offer.
In the panel that at the 19th APDC Congress discussed new generation services, Pedro Leitão, from Portugal Telecom, admitted that in a period of 12 to 18 months these offers will start to appear, but all operators agree that there is still a way to go so that they become commonplace. An opinion also shared by those in charge of Impresa and RTP at the event.
José Marquitos stressed that before proceeding with investments in 3D, it is necessary to know better and improve the offer of content in high definition. Pedro Norton, from Impresa, stressed that another aspect is added to this aspect. It is necessary to have customers who justify the investment necessary to advance to this new form of content availability, which implies not only adapted content but also equipment prepared to receive them.
Even so, there are already experiences taking place in Portugal, as Luís Lopes da Zon assumed. According to the official, the company will be able to do demonstrations in stores over time, but he also agrees that the road to massification is long.
The propensity for high definition content was, however, something that operators recognized and that has found echo, as was also mentioned, in a significant reinforcement of the offer available at this level. Another aspect that generated agreement among participants is the change that has occurred in the way the content is distributed and, therefore, how it should be managed by the companies that distribute it.
José Marquitos highlighted the example of RTP that has been changing the way it manages its 15 channels – 8 television and 7 radio – moving from a channel-by-channel approach to an effort to align the available content in a transversal way. The same vision brought Pedro Norton, for whom, in the long term, groups such as Impresa, which today still assume a sectoral management for the TV, magazines, etc. business, will have to move towards adopting a more transversal and more global logic, where they will assume I will necessarily highlight two changes that are now perceived as fundamental: drastically lower the value of content production, while maintaining quality levels. Another, completely reviewing the way to sell advertising.
The issue of content value was addressed, also from a mobile perspective. Mário Vaz of Vodafone believes that in this sector too, new forms of pricing must be found, taking into account that today 80 percent of the network is already serving the content offer, when that area still only represents 20 percent of revenues. The bulk continue to come from the voice.