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More recently, the market of broadband Internet access (broadband) in Russia was considered the fastest growing in the telecom industry. But now many providers and analysts are beginning to talk about the change of emphasis. In particular, the representatives of “ER-Telecom” (brand “Dom.ru”) state that user interest shifts to pay television (TV). Some analysts are of the same opinion. Prospects for the development of pay-TV were discussed on June 7 at a conference in St. Petersburg that “ER-Telecom” organized for regional journalists who write about the connection. Some members of the press and analysts from the regions of experts failed to convince bright prospects of development of the traditional TV in the age of the Internet.
Edge tuned in to digital TV. Photo: kerkrade.ru.
bet on TV
Denis Lumps, the CEO of the analytical agency Telecom Daily (St. Petersburg), stated that the market for cable TV, satellite TV and IPTV now “has the most interesting development options” and that rely on it all the Russian operators. Broadband market, he estimated that develops is not as active as in previous years – the service is connected, but has a less significant characteristics in terms of growth.
pay-TV market in Russia.
Marketing Director of “ER-Telecom” Andrew Chazov tried to debunk the myths regarding TV. Among them are: “TV now look unfashionable”, “users are mostly consume content from the Internet.” He cited figures showing that people are paying for allegedly unclaimed service billion rubles ($ 83 billion in Russia in 2012), buying too many TVs (7 million units by the end of 2012), television advertising is twice as large budgets than online advertising, etc. In his presentation, however, was a significant disadvantage – not all charts were the sources of information. When he was asked a relevant question, it is generally referred to the various analytical agency – IKS-Consulting, J `son & Partners Consulting and others.
According Chazova, competition among telecom operators are now moved to the plane of the TV. And this is not new to the market. Until 2007, the competition is already concentrated in this segment was the era of flourishing foreign channels with quality content. In 2007 started to develop broadband and television forgotten. Now, when almost all the providers about the same quality of service of access to the network, the primary role again began to play content, including television.
The conference was also attended by representatives of TV channels – Viasat (“TV 1000″, etc.), and Discovery. They also expressed the view that the television will evolve. And now the main task of content producers – the transition to high definition television (HD). According to Discovery, high-quality “images” consumers as one of the incentives for the purchase of premium channel packages (this was the answer 35% of respondents). And people spend more time in front of TV when watching HD.
Head of Customer Support “TNS Russia” Ekaterina Kuznetsova analysts as an example of St. Petersburg noted that the consumer model is changing – people aged 12-24 years consume more content on the Internet (92% of a group of Internet users, 54% of participants watching TV). In this room there is a high penetration of tablet computers (14-16%). The older a person is, the less time he spends on the Web and more in front of the TV (in the age group “55 +” is 20% versus 80%, respectively).
She noted the growth of user attention to the so-called thematic television. His monthly audience in St. Petersburg is 3.9 million (terrestrial TV – 4.3 million). In all age groups in the past five years, the audience has grown about twice. However, from 2008 to 2012 the number of Russian television viewers as a whole increased by 2%, and video services on the Internet – by 46%. According to TNS, from December 2012 to January 2013 the number of users of smart-TV (“smart TV” – integrates with Internet services) in Russia increased by 34%.
not taken to the multiplex
questions that interested regional journalists were related to several topics. One of them – the consequences of the state program of digitalization of terrestrial TV. According to Dennis Kuskova, it is necessary for several reasons. First, many countries have switched to digital TV a few years ago, Russia lags behind in this respect. Second, in his opinion, there are users, including free digital TV will be in demand. They are the ones who live in the province, where pay TV is not developed, or those who do not want to pay for additional services. According to Kuskova, the state program of digitization in any case does not put an end to the pay TV market – both formats will be broadcast in parallel.
Andrew Chazov expressed skepticism about the program of digitization and doubted the effectiveness of spending public money on it. He noted that the operators have a number of advantages. The first is that they offer multiple communication services in one package, and it is convenient to users. Operators have already established an effective system of customer service that is now very important. Who will advise viewers of free TV in the event of any problems, it is not clear.
Another issue that has caused considerable concern – the fate of regional channels. It is known that in April this year at the federal level, it was decided not to include regional channels in multiplexes free digital TV (except channel RTR). Therefore, one of the main options for sharing them – co-operation with the operators of cable TV. According to Artem Lisova, Director of Marketing Viasat TV channels in Russia and the CIS regional channels have even more specialized than thematic TV. “Regional TV talks about what is going on outside, it’s always more interesting to people than the federal news,” – he said.
According to Dennis Kuskova, regional broadcasting should exist. But he has a clear problem – it’s the lack of funds for the production of quality content. Andrew Chazov said that in the near future “ER-Telecom” is planning to refuse to cooperate with regional channels that offer poor-quality product. “We regularly conduct market research. Callers do not like low-quality” image. “And they will not sort out who is to blame, the TV channel or the operator,” – he said. And some of the channels, he said, poor quality, not only from a technical point of view, but from the information. And if the channels want to remain in the packages of operators, they need to change something.
against Internet TV
was raised and the issue of competition of traditional TV with the Internet. According to Ekaterina Kuznetsova, despite the fact that now the users have several devices for content consumption, the exodus of viewers from traditional TV is not observed. Rather, people are watching video on TV and the web. In her opinion, if the user model and the change is not very soon – in about 20 years. When they grow up children today who are active users of tablet computers.
Director of Discovery Channel in the North-Eastern Europe, Lavrov Gregory appealed to human psychology. According to him, people are often too lazy to search for content on the Internet. They want to sit back and passively consume information. According to him, the TV can use the Internet for their own purposes, some of them are already making their first attempt. For example, BBC. Discovery, in his words, he does not see sense to refuse to cooperate with the operators and to transfer its broadcast entirely in the Internet, because it is not economically feasible. Of the existing scheme of the channel continues to make large profits.
According to Artem Lysova compare TV with torrents at all incorrect. Because TV broadcasts content legally, and torrents exist outside the law. He also believes that manufacturers of high quality content can be adapted to the new environment – will find other formats of information presentation.
Many journalists do not agree with the arguments of experts. Michael CLIMAR, head of research firm Reference Point from Ekaterinburg, argued that leaving the viewer from the TV – it’s a myth. “Ten years ago, nobody even really thought, trendy or not to watch TV. Every now talking about it, it’s a definite signal,” – he said. Moreover, in his opinion, it is impossible to ignore the fact that Internet traffic in Russia has doubled every year and most of it is accounted for video services. He also noted that the current TV operators in the U.S. annually lose about 1 million subscribers in the year. And in Russia it does not, because video services are still in their infancy.
Pay TV in the Altai Territory
According to market research company IKS-Consulting, in the I quarter 2013 the penetration of pay-TV services in the Altai region is 36%. This is 6% more than in the III quarter of 2012. For comparison, the penetration of Internet access services in the region – 40%.
distribution of market shares between pay-TV operators in the region is as follows: “ER-Telecom” (brand “Dom.ru”) – 19%, “Tricolor” – 18%, “MTS” – 15%, “Rostelecom” – 8% “Invis” – 7%. In Barnaul, “ER-Telecom” – 37%, “MTS” – 27%, “Invis” – 14%, “Rostelecom” – 7%, “Illusion” – 6%. It should be noted that, compared with the data for the III quarter of 2012, “ER-Telecom” has increased its market share in Barnaul 4%, and “MTS” has lost 3%. “Tricolor” has increased its market share in the region over the same period by 6% and shifted the “MTS” in the third position in the regional ranking.
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