LEONARDO TRANSFER OF INNOVATION PROJECT No. LLP-LdV-ToI-11-CY-1671107 MEDIA TECH: “The future of media industry using innovative technologies” WP2: Analysis Report-the Spanish case March 2012 This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. Table of contents Executive Summary......................................................................................................................... 3 Context ............................................................................................................................................ 5 The media industry in Spain............................................................................................................ 7 Print Media .................................................................................................................................. 7 Radio............................................................................................................................................ 8 Television..................................................................................................................................... 9 Cinema....................................................................................................................................... 10 Telecommunications ................................................................................................................. 11 New media and their use in Spain ................................................................................................ 12 The MEDIA TECH Survey ............................................................................................................... 14 Main survey results ................................................................................................................... 14 Main conclusions ................................................................................................................... 19 References .................................................................................................................................... 19 Annex – Spanish questionnaire .................................................................................................... 21 Project No. LLP-LdV-ToI-11-CY-1671107 Executive Summary During the last year, the Spanish media industry has been affected by several changes: the economic and financial global crisis, the audience’ alteration in accessing to the media and the Internet boom are the most important factors of the variations the sector is facing up to. Internet evolution, the fall of newspapers diffusion, the broad band development in mobiles and the boom of on line media are the principal elements of a new technological era. Newspapers in Spain were tightly controlled for a large part of the 20th century under the autocratic regime of General Francisco Franco, but a vibrant and free press has emerged since the onset of democracy in the mid-1970s. The economic crisis has seriously impacted Spanish newspapers of all kinds. A part from the traditional press, free newspapers have also experienced a fall in their circulation, mainly due to lower advertising revenue. The drastic fall of advertising income has limited the number of local editions of free newspapers and similarly reduced the quantity of copies distributed in the big cities. The radio sector is surviving to the economic crisis better than other Spanish media. The fall of publicity for this sector dropped 5,4% in 2011, therefore it had a turnover of 470,6 million of euros instead of 497,5 million of euros of 20101. The Spanish television market also dropped 9,7% in 20102. Due to the economic crisis and also the increasing fragmentation in the Spanish television market, the “analogue blackout” changed the TV sector. Moreover, the actual Spanish cinema industry is facing also with the lack of a stable business sector, the problems of financing and contributions from televisions. Concerning telecommunications, in the last years the rate of Internet use incremented due to the technological development of digital media. Therefore, as a consequence there was an increment of new on line publications and new ways of reaching media (the so called new media). According the results of the carried out survey, professionals of the Spanish media sector are mostly interested in updating their skills related to the new emerging technologies, above all on Social/Digital Media, attending training sessions by a blended methodology. 1 2 Estudio General de Medios – EGM, 2011, Asociación para la Investigación de Medios de Comunicación (AIMC). Estudio General de Medios – EGM, 2011, Asociación para la Investigación de Medios de Comunicación (AIMC). Project No. LLP-LdV-ToI-11-CY-1671107 Project No. LLP-LdV-ToI-11-CY-1671107 Context The following analysis report has been developed for the second Work Package (WP2) within the frames of the Leonardo da Vinci Transfer of Innovation Project “MEDIA TECH: The future of media industry using innovative technologies”, No. LLP-LdV-ToI-11-CY1671107. This project aims to provide a complete training package regarding the current advancements in the media industry, using new technologies. The training package will include theoretical applications, guidelines and practical cases for the development of new media and the application of the technological advancements in the most traditional tools. The main goals of the project consist in assisting European media companies to face and embrace the constant advancements in their field and adjust to these on a timely manner, helping European MP to develop the necessary new skills that are required, identifying which social media to use alongside traditional media to reach target audiences, providing a format for networking, engagement, and lots of social media debate around the latest tools, technologies, platforms, and emerging trends within social media marketing, examining how technology can assist reporters, presenters of TV programmes, media technicians and other people working in the media industry to perform their tasks more efficiently and professionally and studying the impact of information technologies on processes, on content and production in the media industry. This report offers a general view of the current Spanish media industry, describing both traditional and new media, such as newspapers, TV, Radio, Cinema and telecommunications sectors and, moreover the those new media related to the Internet and digital boom. Moreover, the following analysis offers a detailed view of the Spanish media companies, analyzing their level of knowledge, know-how and skills, their training needs in relation to new technologies in media, the supports required, and the training materials professionals actually can access to. Project No. LLP-LdV-ToI-11-CY-1671107 Therefore, the objectives of this analysis report are the following: To analyze the current situation of the media industry in Spain; To analyze the new media and their use in Spain; To provide participants’ data to the survey carried out in Spain; To present and analyze the main results of the survey. The methodology chosen for carrying out the training needs analysis of media industry consisted in elaborating a specific and detailed questionnaire on possible training needs and other useful information and publishing it in the Survey Monkey tool. A mailing list was sent to 100 local stakeholders in order to announce the survey and disseminate the project. Totally, 42 Spanish professionals fulfilled the on line survey and the main results are shown in the next pages. Project No. LLP-LdV-ToI-11-CY-1671107 The media industry in Spain Print Media Newspapers in Spain were tightly controlled for a large part of the 20th century under the autocratic regime of General Francisco Franco, but a vibrant and free press has emerged since the onset of democracy in the mid-1970s. Spain's leading newspapers are predominantly located in the capital, Madrid, though powerful regional sentiments - particularly in Catalonia and the Basque Country - mean major newspapers in those areas can have an important influence in local and national life. In total, there are more than 100 dailies published in Spain, but few have a circulation topping 100,000. Most are published in Spanish, but there are also a number of bilingual papers, notably Catalan-Spanish, Galician-Spanish and Basque-Spanish. Until the international economic crisis, newspaper circulation figures went through several years of stagnation. But this did not prevent publishing companies from having good economic results. The economic crisis has seriously impacted Spanish newspapers of all kinds. According to Informe e-España of Fundación Orange, advertising revenues for printed publications dropped 20 percent in 2008. And according to data of the employer’s organization of newspapers publishers, AEDE, during the first quarter of 2009 advertising income of the Spanish press as a whole dropped 31 percent compared to the same period in the previous year. Main newspapers El País El Periódico de Catalunya ABC El Correo El Mundo Gara La Vanguardia El Diario Vasco Free newspapers (20 minutos, Qué!): they have also experienced a fall in their circulation, Project No. LLP-LdV-ToI-11-CY-1671107 mainly due to lower advertising revenue. The drastic fall of advertising income has limited the number of local editions of free newspapers and similarly reduced the quantity of copies distributed in the big cities. These economic difficulties, together with the saturation of the market, prompted the closure of Metro in January, 2009; it was one of the main mastheads present in the majority of cities of the country. The disappearance of some other local free newspapers seems to point toward a redefinition of the freesheet market in Spain. Radio According to the General Study on Media (Estudio General de Medios (EGM), the radio sector is surviving to the economic crisis better than other Spanish media. The fall of publicity for this sector dropped 5,4% in 2011, therefore it had a turnover of 470,6 million of euros instead of 497,5 million of euros of 2010. Spain was served by four major radio networks in the late 1980s: Radio Nacional Española (RNE), controlled by the government; Radio Cadena Española (RCE), which consisted of stations formerly owned by Francoist groups; Cadena de Ondas Populares Españolas (COPE), a network supported by the Roman Catholic Church; and Sociedad Española de Radiodifusión (SER), the largest and most popular at the commercial networks. The 1975 Geneva Conference restricted the number of networks that might operate on the medium wave in each country. Actually, the Spanish radio network is composed by: Cadena SER Onda Música Onda Cero Rac 105 Cadena COPE Radio 97.7 FM RNE (RTVE) Radio FlaixBac Punto Radio Radio Olé Cadena 100 Rock&Gol Cadena 40 Project No. LLP-LdV-ToI-11-CY-1671107 Television There is an increasing fragmentation in the Spanish television market. At the beginning of 2009, television in Spain included six different kinds of offers: analogue television, digital terrestrial television (DTT), satellite television, cable television, Internet television (IPTV) and mobile television. This situation, however, changed when the transition from analogue television to the digital system – the so-called “analogue blackout”– concluded by January 2010. Precise data about local television stations are not available because the map of local television and radio companies is very fragmentary. The actual Spanish television offer is mainly at national level, where private channels as Antena 3 and Telecinco compete with the public one, TVE (La Primera y La 2). Moreover, it is important to take into account the autonomous and local televisions and other private channels which have not a big turnover. Actually the Spanish TV channels are the following: Antena 3 ETB-3 Canal 9 La Sexta Canal 33 Punt Dos Canal Sur RTVE Cuatro Telecinco ETB-1 TV 3 ETB-2 TVG Concerning the Satellite television, it has been offered since 1997. The penetration rate of cable television is very low compared to other analogue and digital television formulas. Regarding Internet television (IPTV), Telefónica, the most powerful and spread Telecommunications Company in Spain, has been promoting the ADSL technology by only Project No. LLP-LdV-ToI-11-CY-1671107 by offering its customers Internet connections and interactive television services. It also started to offer a new service of television by ADSL in 2005, called Imagenio. Since the beginning of 2006 other ADSL operators have also begun to offer similar television services, such as Jazztelia TV by the Jazztel Telecommunications Company. Lastly, television viewed on mobile devices is undergoing a period of technological and commercial implementation. Cinema Film production in Spain is highly subsidized by various national and regional governments. Despite the public aid, only a handful of movies produced in the country enjoy some success each year. Many of them are not released at the movie theatres. Therefore, there is a paradox: whereas the number of national movie productions keeps increasing, the number of people who watch these films is steadily decreasing. Moreover, the actual Spanish cinema industry is facing also with the lack of a stable business sector, the problems of financing and contributions from televisions. According the Spanish Institute of Cinematography and Audiovisual arts(Instituto de Cinematografía y de las Artes Audiovisuales), which belongs to the Ministry of Culture, there was an increment of short and full-length film in the last years, which puts Spain as in the highest position among European producers. The actual cinema producers in Spain are the following: Alquimia Altafilms Amiguetes Entertainment, S.L. Araba Films Atlántico Films, S.L. Aurum Project No. LLP-LdV-ToI-11-CY-1671107 Buenavista Internacional España Cine Company Cinecorto Columbia Tristar España Espamedia Filmax Fox España Grupo Boca – Inko Producciones Audiovisuales Lan Zinema Lauren Films Lolafilms S.A. Manga Films Morphe Art Pictures Neptuno Films Producciones La Iguana Productores Audiovisuales Valencianos Sogetel Story Board United International Pictures España Universal Pictures Iberia Wanda Telecommunications The Information Society continues its advance in Spain, although figures regarding the use of telecommunications services and Internet connectivity confirm that this country is far from Belgium, the current European leader in these aspects. According to data published in 2011 by the National Institute of Statistics and by the Telecommunications Market Commission, 63.9% of Spanish households had Internet access, as compared with 59.% the previous year. 61.9% of households (almost 9.6 million dwellings) had a broadband Internet connection (ADSL, cable network, etc.), representing an increase of more than 800,000 households as compared with the previous year. In Spain, there were 9.9 million family dwellings with Internet access, representing an increase of more than 800,000 households as compared with the year 2010. The main forms of broadband Internet connection were by ADSL line (which 74.9% of dwellings with Internet access had) and cable network (15.8%). The connection via broadband mobile phone line reached coverage of 13.1% of the households with access. Worth noting the implementation reached by others broadband wireless connections (public Wifi, Wimax, satellite), with 8.6%. The main current Spanish telecommunications companies are the following: Movistar Orange Project No. LLP-LdV-ToI-11-CY-1671107 Vodafone Yoigo New media and their use in Spain In the last years, the rate of Internet use incremented according the technological development of digital media. Therefore, there was an increment of new publications and new ways of reaching media. There are a great number of online news publications but only few are well-developed in editorial and business terms. The economic evolution of these publications is fairly good: according to the e-España report of 2008, online advertising revenue increased 26 percent and was the only sector on the rise. In Spain, there is a general fall in the advertising market share for the printed press in contrast to the growth of online advertising. According to OJD/Nielsen, the online publishing market leader is Elmundo.es, the digital version of El Mundo, which is second among paid-for Spanish newspapers. Concerning television, the number of DTT decoders increased because of the legal imperative of 2010 which required the replacement of analogue broadcasts with DTT. Moreover, the DAB radio broadcasting technology failed. Few people have bought digital radio devices. As such, broadcasters have invested little in that technology. Meanwhile, the cheaper web radio has gained popularity as a digital alternative to analogue radio broadcasting. Apart from the aforementioned media models, some new professional media outlets have arisen in recent years. For example, many specialized blogs on various topics have been launched in the online market. Some of these blogs enjoy high audience figures and are published with fully professional standards. The most prominent company of professional blog publishing in Spain is Weblogs SL, founded in 2005. Between 2009 and 2010, this company was editing 40 thematic blogs, covering subjects such as technology, sports, entertainment, fashion, trends and business. At that time, their aggregated audience was 14 million unique users per month. Project No. LLP-LdV-ToI-11-CY-1671107 On the other hand, companies that offer press-clipping services have also sprung up. However, the activity of these companies has been considered abusive by the press publishers, who complain that they don’t receive any financial compensation from the exploitation of the content that they have originally produced. Project No. LLP-LdV-ToI-11-CY-1671107 The MEDIA TECH Survey The survey was carried out among professionals who are actually working in Spanish companies belonging to marketing, public relations, advertisement, ICT, Radio and TV such as ATN - Área de Televisión y Noticias, La Zanfoña producciones, XL producciones, EDHISPALIS S.L., Babel Estudio, Equmedia, Intereconomía TV, among others. The time period of the survey started on the 9th March 2012 and finalized on the 26th March 2012. The information related to the questionnaire was sent to more than 100 Spanish companies or professionals of the target sector, and 42 of them filled it by on line. Main survey results According to the carried out survey, the main results are the following: Participants were mainly interested in Digital Media (30,0%), followed by those interested in general media, production and new technology (22,5%) and editorial (2,5%). Participants are actually receiving training ad hoc as needed for their job (34,2%), through visiting trainers (28,9%), compulsory modules for staff depending on their job and level (18,4%), mentoring (10,5%), on-the-job (7,9%), regular staff appraisals with learning objectives set (18,4%). Moreover, 31,6% declares not receiving training in the abovementioned ways. As shown in the graphic below, participants consider the most important training areas are: Social/Digital Media (54,1%), Strategy/Planning (21,6%), Technical Production (16,2%) and Crisis Management (8,1%). No participants were interested in the Editorial training area (0,0%). Project No. LLP-LdV-ToI-11-CY-1671107 The most important training areas 0,0% Crisis Management 8,1% Editorial/Journalism 21,6% 16,2% Production/Technical Social/Digital Media 54,1% Project No. LLP-LdV-ToI-11-CY-1671107 Strategy/Planning Concerning participants’ preferences, a set of values (1: most important to 5: least important) has been proposed: Participants (20 people) who answered that Social/Digital Media is the most important training area, consider that “Defining a social media target audience & monitoring effectiveness and reach via SEO and other analytics” and “Social media as a communication tool” are the most important training sub-areas, followed by “Social media as a marketing tool”, “Building a social media campaign around your target audience” and “Social media as a customer service & marketing tool” ones. Social/ Digital Media preferences 5 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 4 3 2 Defining a social Building a social Social media as a Social media as a Social media as a media target media campaign communication customer service & marketing tool audience & around your target tool marketing tool monitoring audience effectiveness and reach via SEO and other analytics 1 Participants (7 people) who answered that Strategy Planning is the most important training area, consider “Building audience engagement and interactivity”, “Identifying your target audiences and ways to reach them” as the most important sub-areas. “Brand awareness”, “Changed landscape: Media provider v Consumer Choice” are considered less important. “Preparing for the future” has been considered as of average interest. Strategy/Planning preferences 100% 80% 60% 5 40% 4 20% 3 0% Project No. LLP-LdV-ToI-11-CY-1671107 Brand awareness Building audience Changed Identifying your Preparing for the engagement and landscape: Media target audiences future interactivity provider v and ways to Consumer Choice reach them 2 1 Participants (6 people) who answered that Production/ Technical is the most important training area, consider “Best practice for filming and recording” the most important subarea, followed by “Creativity”, “Adapting content to different platforms” and “Convergence: delivering across different platforms” ones, meanwhile “Codec” sub-area is considered as less important. Production/Technical preferences 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5 4 3 2 Adapting content to different platforms Best practice for Convergence: filming and delivering recording across different platforms Creativity Codec 1 Participants (3 people) who answered that Crisis Planning/ Reputation Management is the most important training area, consider “Identifying potential crisis” and “Crisis strategy and toolkit” the most important sub-areas, meanwhile “Planning for a crisis”, Crisis Planning/ Reputation Management preferences 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5 4 3 2 1 Identifying Planning for a potential crisis Crisis Project No. LLP-LdV-ToI-11-CY-1671107 Reputation Management Crisis strategy Crisis Toolkit “Reputation management” are considered as less important. As shown in the graphic above, in view of the MEDIA TECH training course, participants’ expectations are related to having ideas for innovation (80,6%), acquiring new skills (58,3%), refreshing their skills (19,4%) and improving technical standards (16,7%). Having clearer editorial policy (5,6%) is considered as less important. Participants'expectations for MEDIA TECH training 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% New skills Refresh skills Clearer editorial policy Improved technical standards Ideas for innovation Concerning the MEDIA TECH training methodology, 51,4% of participants prefer a Face-2face course and 40,0% of them prefer Webinars. Few of them (8,8%) prefer receiving hand-out materials. Those who showed their interest for an on line training course stressed the importance of adapting the training to their free time and availability. Project No. LLP-LdV-ToI-11-CY-1671107 The training methodology Face-2-face 41,2% 50,0% Hand-out materials Webinar 8,8% Moreover, concerning the resources participants have for receiving the training, most of them have pc with Internet connection and a meeting room where training could take place. Main conclusions According to the results, it is clear that the Social/Digital Media is the most demanded training area among professionals who participated in the MEDIA TECH survey. Professionals are continuously interested in training sessions for updating their skills according to the new emerging technologies. Participants also showed their interest in receiving training on communication through social networks and its perspective on future. Participants showed their interest in receiving training, by a blended methodology (faceto-face sessions combined with Webinars). References Project No. LLP-LdV-ToI-11-CY-1671107 “Estudio General de Medios – EGM”, 2011, Asociación para la Investigación de Medios de Comunicación (AIMC). INE, Instituto Nacional de Estadística. “El Sector Audiovisual y su Telecomunicación. Evolución” Colegio Oficial de Ingenieros de European Journalism Centre. “Libro blanco de la prensa diaria 2009”, AEDE. “eEspaña 2009. Informe anual sobre el desarrollo de la Sociedad de la Información en España”, Fundación Orange. “La Sociedad de la Información en España 2008”, Fundación Telefónica. Ministerio de Educación, Cultura y Deporte “El cine y el vídeo en datos y cifras”, Ministerio de Cultura. Guía de la Radio.com Project No. LLP-LdV-ToI-11-CY-1671107 Annex – Spanish questionnaire En primer lugar, le agradecemos su participación en rellenar el siguiente cuestionario. Nos gustaría saber más sobre usted y sus necesidades en el sector de los medios de comunicación. Independientemente de que sea una empresa grande o un autónomo, un periodista o un editor audiovisual, un productor o un reportero…sea cual sea su especialidad, nos interesa saber qué aéreas de negocio desearía conocer mejor. P1) Qué sector de los medios de comunicación le interesa: (Seleccione una respuesta) Editorial. Medios de Comunicación Digitales. Medios generales. Producción. Nuevas Tecnologías. Otros: P2) ¿De qué oferta de formación dispone actualmente? (Señale todas las que correspondan). La que se necesite específicamente. Módulos obligatorios específicos para el personal en función de su tarea y puesto de trabajo. Tutoría/mentoring. In situ. Seguimiento habitual del personal de la empresa con finalidad formativa. Formadores externos. Ninguna de la citada previamente. Otros: Las preguntas a continuación están relacionadas específicamente con la formación, nos gustaría saber más Project No. LLP-LdV-ToI-11-CY-1671107 sobre lo que usted considera importante. Cuando seleccione una respuesta, le saldrá otra respuesta relacionada con la anterior que le solicitará más información, de manera que podamos tener una visión más completa. P2) Ordene por orden de preferencia las áreas de formación que usted considere de mayor importancia. (1: El más importante, 5: el menos importante) Gestión de crisis Editorial/ Periodismo Producción Técnica Medios de Comunicación Sociales/ Digitales Estrategia/ Planificación -mf- Seguimiento de las respuestas anteriores Planificación de la Crisis/Gestión de la reputación: Seleccione los temas que son de mayor interés para usted y organícelos por orden de interés. (1: El más importante, 5: el menos importante) Identificar las crisis potenciales. Planificación de crisis. Gestión de la reputación. Estrategia para la crisis. Herramientas para la crisis. Editorial/Periodismo: Seleccione los temas que son de mayor interés para usted y organícelos por orden de interés. (1: El más importante, 5: el menos importante) • • • • • La mejor práctica editorial. Planificación y búsqueda de información. Técnicas para presentar y entrevistar. Comentar la noticia. UGC/contenido generado por el usuario. Producción técnica: Seleccione los temas que son de mayor interés para usted y organícelos por orden. (1: El más importante, 5: el menos importante) Identificar distintas plataformas informativas: (Plataformas de medios de comunicación: Web, Programas divulgativos, etc.) • • • • Adaptar el contenido a las distintas plataformas. La mejor práctica para grabar y filmar. Convergencia: difusión a través de distintas plataformas de comunicación. Creatividad. Project No. LLP-LdV-ToI-11-CY-1671107 • Codec: codificador-decodificador. Medios de Comunicación Sociales/ Digitales: Seleccione los temas que son de mayor interés para usted y organícelos por orden de interés. (1: La más importante, 5: la menos importante). • • • • • Definir el público diana de los medios sociales de comunicación y control de la eficacia y del alcance a través del SEO (Optimización de Motores de Búsqueda) y de otro tipo de análisis. Desarrollar una campaña mediática social enfocada al público diana. Los medios sociales como herramienta de comunicación. Los medios sociales como atención al cliente o herramienta de marketing. Los medios sociales como herramienta de marketing. Estrategia/ Planificación Seleccione los temas que son de mayor interés para usted y organícelos por orden. (1: La más importante, 5: la menos importante). • • • • • Conocimiento de la marca. Logro de un público comprometido e interactivo. Paisajes modificados: proveedor de medios de comunicación vs. elección del consumidor. Identificar el público diana y las maneras de llegar hasta él. Prepararse para el futuro. -mf- P3) ¿Qué resultados espera usted de esta formación? (Elija 2 opciones) Nuevas habilidades. Actualizar las habilidades. Políticas editoriales más claras. Mejora de los estándares técnicos. Ideas que fomenten la innovación. Las siguientes preguntas están relacionadas con la manera en que le gustaría que se le impartiese la formación: P4) ¿Qué método prefiere para impartir y recibir la formación? (Elija 1 opción) Cara a cara/ forma presencial. Con materiales entregados, de manera autónoma. Webinar: Seminario a través de la Web. Project No. LLP-LdV-ToI-11-CY-1671107 P5) ¿De qué tipo de recursos dispone para impartir la formación? Por ejemplo, ¿tiene acceso a un ordenador y a su vez a internet para llevar a cabo un seminario en la Web desde su lugar de trabajo? ¿Tiene algún lugar dónde se pueda impartir la formación en grupo? (Ayúdenos a organizar la mejor manera para impartir un curso de formación). P6) ¿Tiene algún otro comentario o sugerencia con respecto a sus preferencias formativas? Si considera que se nos ha olvido algún factor importante o si nos hemos tenido en cuenta algún tema que usted considere fundamental, por favor, háganoslo saber. Nombre: Profesión: Organización/ Empresa: País: Correo Electrónico: Le agradecemos su participación en esta encuesta. Project No. LLP-LdV-ToI-11-CY-1671107