Final Dissemination report

Transcription

Final Dissemination report
Deliverable D6.6
GLOBAL ITV ID: GLOBALITV-D6.6-FinalDisseminationPlan
Version: 5
Deliverable number: D6.6
Authors: Jaime Mancebo (A-CING), Luiza Morandini (USP)
Internal reviewers: Hans Brand (IRT)
Contributors: All partners
Work Package: WP6
Task: T6.2
Nature: R – Report
Dissemination: PU – Public
Status: Final
Delivery date: 29.01.2016
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D6.6 Final dissemination report
Executive Summar y
This document reports the Dissemination activities carried out by GLOBAL ITV consortium since
December 2013 to January 2016.
Once the consortium set the why, the what and the how with D6.2 Initial Dissemination plan, D6.3
Updated Dissemination plan and the document in Annex1 – Dissemination strategy and briefly reported
on Chapter 2, the dissemination activities:
- Dissemination material as brochures, posters, etc.
- Workshops
- Conferences
- Presence in events
- Publications
- Website
- Social Media Networks
- Newsletters
are listed. Several information, as pictures, summaries, web hiperlinks, etc. is provided to give an
reliable idea about each event or document released.
The main conclusion of this reportt is that all the dissemination objectives of GLOBAL ITV have been
accomplished: the Dissemination plan and the Dissemination strategy set the basis of our dissemination
policy, and thanks to the commitment and the involvement of GLOBAL ITV partners, the project
- has set an operative webpage since month 1 to month 26,
- has organized 12 workshops and 2 conferences,
- has been present in 15 events,
- has published 44 scientific documents and 37 other documents,
- has engaged 315 subscribers in Twitter, 93 in LinkedIn, 315 in Facebook,
- has developed 6 newsletters.
Therefore, the purpose of the project and its results have been effective and efficiently disseminated.
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Table of Contents
Executive Summary .............................................................................................................................. ii
Table of Contents ................................................................................................................................. iii
1 Introduction....................................................................................................................................... 1
2 GLOBAL ITV Dissemination plan and Dissemination strategy ................................................... 2
2.1 Defining goals and objectives ..................................................................................................... 2
2.2 Picking GLOBAL ITV audience .................................................................................................. 2
2.3 Choose the GLOBAL ITV message............................................................................................ 3
2.4 Tell a story .................................................................................................................................. 3
2.5 Which medium and means ......................................................................................................... 3
3 Dissemination activities in GLOBAL ITV ....................................................................................... 5
3.1 Dissemination material ............................................................................................................... 5
3.1.1
Brochures.............................................................................................................................................................. 5
3.1.2
Infographics......................................................................................................................................................... 10
3.1.3
Promotional videos .............................................................................................................................................. 17
3.2
Workshops ................................................................................................................................ 17
3.2.1
1st USP Workshop ............................................................................................................................................... 18
3.2.2
1st UFPA Workshop ............................................................................................................................................ 18
3.2.3
1st UNICAMP workshop ....................................................................................................................................... 20
3.2.4
1st UFABC Workshop .......................................................................................................................................... 21
3.2.5
1st UNESP Workshop .......................................................................................................................................... 22
3.2.6
1st UCB Workshop ............................................................................................................................................... 22
3.2.7
2nd USP Workshop .............................................................................................................................................. 23
3.2.8
2nd UFPA Workshop ............................................................................................................................................ 24
3.2.9
2nd UNICAMP Workshop ..................................................................................................................................... 26
3.2.10 2nd UFABC Workshop.......................................................................................................................................... 27
3.2.11 2nd UNESP Workshop ......................................................................................................................................... 28
3.2.12 2nd UCB Workshop .............................................................................................................................................. 29
3.3
Conferences ............................................................................................................................. 30
3.3.1
European conference at BROADTHINKING ........................................................................................................ 31
3.3.2
Brazilian conference at SET Expo 2015 .............................................................................................................. 31
3.4
Presence in events not organized by GLOBAL ITV ................................................................. 34
3.4.1
Broadcast IT fair .................................................................................................................................................. 34
3.4.2
The Developers Conference (TDC) ..................................................................................................................... 34
3.4.3
“Congresso da Intercom” ..................................................................................................................................... 36
3.4.4
Keynote on the convergence between Web and TV at “Conferência Web W3C Brasil” ....................................... 38
3.4.5
Panel presentation at UNESP ............................................................................................................................. 38
3.4.6
IBC2015 .............................................................................................................................................................. 39
3.4.7
ICT 2015 Innovate, Create, Transform ................................................................................................................ 39
3.4.8
HbbTV interoperability workshop ......................................................................................................................... 40
3.4.9
Inter Bee ............................................................................................................................................................. 41
3.4.10 Dagstuhl Seminar ................................................................................................................................................ 43
3.5
Publications .............................................................................................................................. 43
3.5.1
Press and online publications .............................................................................................................................. 43
3.5.2
Scientific publications .......................................................................................................................................... 47
3.5.3
Newsletters ......................................................................................................................................................... 50
3.6
GLOBAL ITV website – http://www.globalitv.org/ ..................................................................... 51
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3.7
Social Media Networks .............................................................................................................. 52
3.7.1
Twitter - https://twitter.com/global_itv ................................................................................................................... 53
3.7.2
LinkedIn - https://www.linkedin.com/company/global-itv....................................................................................... 55
3.7.3
Facebook - https://www.facebook.com/globalitv .................................................................................................. 56
3.8
3.9
Presence in the media............................................................................................................... 57
Global ITV Council activities ..................................................................................................... 60
4 Summary of Dissemination activities ........................................................................................... 61
4.1 Attendance to events organized or not by GLOBAL ITV .......................................................... 61
4.2 Publications ............................................................................................................................... 64
4.3 Training activities ....................................................................................................................... 64
4.4 Social media networks, GLOBAL ITV webpage, dissemination material, newsletters ............. 66
4.5 Coordination with other research projects at EU level .............................................................. 66
5 Conclusion....................................................................................................................................... 67
Annex 1: GLOBAL ITV Dissemination Strategy plan ....................................................................... 68
Annex 2: some publications ............................................................................................................... 77
References .......................................................................................................................................... 138
List of Figures .................................................................................................................................... 139
List of Tables ...................................................................................................................................... 141
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1 Introduction
GLOBAL ITV is a research project designed to develop a globally interoperable iTV platform, enabling
the coexistence, interoperability and convergence of existing iTV standards – HbbTV and Ginga.
The Dissemination was always seen as a key aspect for GLOBAL ITV. Understood as a fundamental
tool to communicate and inform stakeholders, a whole sort of activities and content was produced and
shared through out the first and second year of the Project. The Consortium planned and delivered a
whole series of activities to undertake the dissemination of the project in its early stages, its work-inprocess and its final deliverables. Therefore, WP6 was responsible for promoting and disseminating the
achievements of GLOBAL ITV to stakeholders, policy representative and to the public in order to create
a far-reaching visibility of the project across Brazil, Europe and beyond.
This Final dissemination plan reports on the dissemination activities in both first and second periods.
The document lists the undertaken activities as well as the achievements and results of the
dissemination work.
On Chapter 2, Dissemination Plan and Dissemination Strategy of the Project are described. The
Dissemination Plan and the Dissemination Strategy were always a reference to communicate, publicize
and circulate information. They offered guidelines and procedures to be followed and conducted by the
partners.
Chapter 3 is the main chapter of the document and describes all the dissemination acitivites carried out
by the project.
On Chapter 4, a summary of the activities in addressed. On Chapter 5, the conclusions for
Dissemination are listed.
As Annexes, Dissemination strategy is attached and also some publications.
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2 GLOBAL ITV Dissemination plan and Dissemination
strategy
The dissemination activities done by GLOBAL ITV partners are the result of the Initial dissemination
plan – established at the beginning of the project in D6.2 - Initial Dissemination Plan –, the updated plan
– described in D6.3 – Intermediate Dissemination report and updated plan - and the Dissemination
strategy agreed on the project meeting in Campinas in March 2015. The Dissemination strategy can be
found in Annex 1.
As a summary, in the documents listed above it can be found that GLOBAL ITV project planned
Dissemination activities like this: first of all, the project defined its goals and objectives with
dissemination, answering the question Why are we doing this?. Then, the audience of our messages
and the message itself were agreed. After that, the means to tell the project story were stablished. Let’s
see each one of these points in detail:
Defining goals and objectives
2.1
This is the list of objectives of the dissemination of the project:
-
Consolidate the Global ITV Project concept and the potential for an interoperable Digital TV
system between Brazil and Europe
Disseminate and publicize the achievements of the Global ITV project results and outcomes
Show that convergence of technologies is technically possible
Raise awareness of the benefits of GLOBAL ITV
Bring our research to the attention of as many relevant people as possible
Draw the attention of stakeholders to the benefits of our project
Spread the word about how good global technologies are
Show how our outcomes are relevant to everybody’s lives: By creating jobs, introducing novel
technologies, making life funnier or more comfortable
Picking GLOBAL ITV audience
2.2
This is the list of the audience of GLOBAL ITV dissemination:
-
Broadcasters
App developers
Experts involved in advanced TV technologies – not exclusively focused on Interactive TV!
Academia and Scientific Community
Policy makers
Standarization bodies
Industry: TV middleware developers, App developers, TV sets manufacturers, TV content
providers…
General public
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3 Dissemination activities in GLOBAL ITV
As it was described in Chapter 2, GLOBAL ITV has developed several types of dissemination activities:
- Dissemination material as brochures, posters, etc.
- Workshops
- Conferences
- Presence in events
- Publications
- Website
- Social Media Networks
- Newsletters
In Chapter 3, a summary of the activities carried out by the project in this two years is included.
3.1
Dissemination material
The Project has developed several brochures, infographics and videos for dissemination purposes. The
target in this case was the general public.
3.1.1
Brochures
The main purpuse is sharing them with general public in events, workshops, fairs, etc., to spread the
word about who we are and what we are doing
Figure 1: brochure for USP 1st Workshop
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Figure 2: project brochure in English
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Figure 3: Project brochure in Portuguese
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3.1.2
Infographics
They have been used to disseminate the results of some Deliverables (D2.1, D5.2…) and also to
illustrate general public, as what is Hybrid TV and the announcement of the new features of HbbTV 2.0.
Here they can be seen:
Figure 4: second screen vs social media trends infographics
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Interoperability of Interactive and
Hybrid TV systems
An advanced scheme for future services and
applications in a global environment.
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Figure 5: Ubiquitous TV Scenario infographic
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Figure 7: reception and welcome of the audience
The Workshop was divided into three sessions:
1.- A project meeting of partners presenting the main objectives of GLOBAL ITV. The major
issues of project activities related to the first deliverables of WPs 2 and 3 have been discussed.
Some of the research developed by UFPA team in the areas of communication, computing and
engineering was presented.
2.- A panel discussion at UFPA addressed to undergraduate students. Based on the project,
the goal was to foster discussions about digital TV and the possible challenges of working
towards an action allowing the integration of researchers and entrepreneurs from different
cultures and scenarios.
Figure 8: The open panel discussion Scenarios for an interactive Global Television: the challenges of the
GLOBAL ITV project at UFPA campus
3.- Section of demonstration of applications developed to digital TV in Brazil, and a small video
about HbbTV.
Among all discussions that occurred during the 1st GLOBAL ITV workshop at UFPA, it was highlighted
that the experience of participating in a project of international cooperation is strategic worthwhile for
Brazilian universities. Based on this type of initiative, the institutions can optimize the use of public funds
and leverage joint efforts to production and technological innovation of the country, leveraging not just
an institution, but also a group that is associated and shall work seamlessly.
UNESP participated on the Workshop organized by UFPA with the presentation of Maria Cristina Gobbi
in two panels: Future Global Interactive scenarios (2015-2020), for the workshop participants and Scenarios for an interactive global television: the challenges of the GLOBAL ITV open to all participants of
the Intercom Norte 2014. Brazilian GLOBAL ITV project members contributed with the Exhibition of
applications and demos for digital TV.
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This whole event was broadcast live and filmed, considering the remote participation via GoToMeeting
of partners from Germany, Spain and other parts of Brazil. The clips are being edited and will soon be
available to assist project partners.
Figure 9: The congressmen interact with the exhibition of applications
3.2.3
1st UNICAMP workshop
GLOBAL ITV presented a panel at the 17th Semana de Engenharia Elétrica (Electric Engineer Week)
event held by UNICAMP, Universidade Estadual de Campinas (University of Campinas), between the
11th and 15th of August. The panel titled iTV Interoperable platforms: the Global ITV Project3 was
presented by Gustavo Moreira Calixto from USP (Universidade de São Paulo).
At the session the scenarios involving interactivity among screens and digital TV worldwide were
discussed, considering the challenges and opportunities for the GLOBAL ITV project and for the whole
market.
3
Event Agenda: www.fee.unicamp.br/content/cronograma
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Figure 10: Web flyer event at UNICAMP.
Figure 11: UNICAMP Workshop. Photo by Daniel Barreto de Andrade.
3.2.4
1st UFABC Workshop
UFABC organized the presentation of lecture on “GLOBAL ITV: Interoperabilidade e Coexistência entre
sistemas de interatividade para a Televisão Digital em um contexto global”, presented by Gustavo
Moreira Calixto, on October 7th, 2014, in the Seminars of Semana das Engenharias, organized by
UFABC, in Santo Andre (Brazil).
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The session was coordinated by Professor Celso Kurashima and Professor Guiou Kobayashi both from
UFABC.
Figure 12: Photo at the UFABC event.
3.2.5
1st UNESP Workshop
UNESP and UFPA coordinated some presentations of the project in the Congresso da Intercom from 1
to 5 September 2014. There was several activities arranged in the name of GLOBAL ITV in the
congress, as it can be seen on Chapter 3.4.3. These activities can be seen as the 1st UNESP
Workshop, as the impact and the visibility of presenting the project in an event as INTERCOM is higher
that in a workshop in the University.
Moreover, GLOBAL ITV planned to present the GLOBAL ITV project at the “GLOBAL ITV Workshop at
UNESP”4 as a dissemination event at UNESP (Universidade Estadual Paulista Júlio de Mesquita Filho)
and UFPA (Universidade Federal do Pará), Bauru, SP (Brazil) on 12th November 2014. However, the
Mídia Cidadã event has been postponed to 2015 due to the new calendar established by the rectory of
UNESP after a strike.
3.2.6
1st UCB Workshop
GLOBAL ITV workshop held by Universidade Católica de Brasília on 20th of November 2014, discussed
about Digital TV and interoperability and will present some of the first results of the GLOBAL ITV
project. Among the lectures: Alexandre Kieling (UCB), Rafael Pedroso (UNESP), Edleide Epaminondas
(UCB), Roberto Tavares (TV Câmara) and Watson Odilon (UCB)
4
Workshop announcement: http://www.globalitv.org/Publications/GlobalITVWorshop Unesp.pdf
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The event gathered important stakeholders of the Digital TV in Brazil. Among them: Cleber Giorgetti
(SET Expo), Marcelo Natali (Opera TV), Reinaldo Ferraz (W3C Brasil), Virgílio Amaral (Vtsix Consultoria e Projetos Em Telecomunicações), Luiz Paulo Lima (Era Transmidia e Board do Open Mídia Lab),
Alexandre Furtado (W3C), Daniel Freire Lopes (TV Globo / Associação Era Transmídia) and Marcos
Mazzioni.
Led by Gustavo Calixto and Marcelo Zuffo, the workshop discussed about the paths for a GLOBAL ITV
project, followed by a demonstration. The main objective was to promote a meeting with the industry and experts, so that we could gather and include their opinions and feedback.
3.2.8
2nd UFPA Workshop
In August 25th 2015 was held the 2nd Workshop GLOBAL ITV at UFPA, in Belém (Brazil). In this second
edition, the event was organize in partnership with RBA TV and was placed in the Auditorium of the
broadcaster, in Belém. All the event was transmitted live via GoTomeeting with simultaneous
translation. During the event it was signed the voluntary cooperation agreement of RBA TV with UFPA
under the GLOBAL ITV project.
Figure 15 - Professor Maria Ataide Malcher and Camilo Centeno welcome the participants5
The 2nd Workshop provided by UFPA team was consolidated as an event of dissemination of the
GLOBAL ITV project not only at the UFPA, but also in others institutions. The event was attended by 57
people (face-to-face and remotely): academics (UFPA, Estácio FAP, FACI and IESAM); project partners
(A-CING, IRT and UNESP); employees of different sectors from RBA TV (Marketing, Commercial,
Computer science and Development, Engineering, Artistic production, Diário Online - DOL, Diário do
Pará newspaper, and TV); companies (Armosia Mobile Technology) and representatives of
governnment departments of State of Pará, as the public broadcast FUNTELPA and PRODEPA, the
Company of Information and Communication Technology of the State of Pará.
5
During the event the UFPA team did a complete photographic coverage, published but WP6 team on the GLOBAL ITV project
Facebook fanpage.
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The event agenda6 had two parts with four different presentations that aimed to give a general
perspective about the project and to show some of the theoretical /practical approaches that the UFPA
team and their partners may be adopting through the project. The Workshop began with a welcoming
greeting from Professor Maria Ataide Malcher, coordinator of the WP5 of the Project, and from Camilo
Centeno, director of the RBA group and member of GLOBAL ITV Council. The professor exposed the
objectives of the event, that were “disseminate what has been researched, the challenges, perspectives
and tendencies for a global and hybrid platform for Digital TV, as well as foster dialogue between
business companies and the academy to debate testing methodologies and business models for new
scenarios of technological consumption”.
Camilo Centeno explained about the process of digitalization that RBA TV has gone through the past
years. He shared some data about the company, such as numbers about their memory archives, the
hardware they use and the difficulties that this process created.
Figure 16: Camilo Centeno and Prof. Lyn Pemberton in 2nd UFPA Workshop
In the second block of activities, the focus was on presentations about different methodological
approaches to research consumer practices, more specifically in: (i) the perspective of User Experience
(UX) researches In Europe, presented by professor Lyn Pemberton, from the University of Brighton, at
England, who were in scientific mission in UFPA; (ii) the reception studies perspective in Latin America
introduced by professor Maria Ataide Malcher and Fernanda Chocron.
6
Agenda available in: http://www.pespcom.com.br/wp-content/uploads/2015/08/convite-workshop-global-itv.pdf and was replyed
by Diario Online (DOL): http://www.diarioonline.com.br/noticias/para/noticia-341527-workshop-debate-avanco-em-tv-digital.html.
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Figure 17 - Signing of the voluntary cooperation agreement between RBA TV and UFPA under the project
The investment to held the workshop in the headquarters of RBA TV was in order to strengthen the
participation of the group in the project, involving employees from different sectors in the discussion
about the potential of technology that has been developed in the GLOBAL ITV project and about the
challenges of a technological and cultural integration in the consumption of television contents,
considering the local scenarios of broadcast and broadband market.
In face of this, the event was widely reported in the channels of dissemination of UFPA and vehicles of
the RBA TV. In addition to published news in newspapers and portals7, the 2nd Workshop was displayed
in reports displayed on day’s 25 and 26 August, during the RBA Journal.
3.2.9
2nd UNICAMP Workshop
On the 25th of August 2015, Unicamp organized a workshop about the GLOBAL ITV Project during the
event UNICAM Portas Abertas. Gabriel Trevisan, researcher participated on the workshop and did
some demonstrations about GLOBAL ITV results.
7
News about the event:
http://www.pespcom.com.br/?p=1892
http://www.portal.ufpa.br/imprensa/noticia.php?cod=10724
http://facompcastanhal.ufpa.br/index.php/noticias/25-eventos/193-2-workshop-global-itv
http://www.diarioonline.com.br/noticias/para/noticia-341514-workshop-na-ufpa-discute-os-desafios-da-tv-digital.html
http://www.diarioonline.com.br/noticias/para/noticia-341664-convergencia-digital-e-discutida-em-evento-na-rba.html
http://www.diarioonline.com.br/noticias/para/noticia-341678-professores-apresentam-andamento-de-projeto.html
http://mobi.diarioonline.com.br/noticias/para/noticia-341686-tv-digital-experiencia-da-rbatv-em-debate.html
http://mobi.diarioonline.com.br/noticias/para/noticia-341724-estudos-de-recepcao-local-encerram-programacao.html
http://www.diarioonline.com.br/noticias/para/noticia-341740-debate-supera-expectativa-dos-participantes.html
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Figure 18: UNICAMP Researcher Gabriel Trevisan and the participants
3.2.10 2nd UFABC Workshop
The event presented the latest technological
development of transmission and reception of
interactive programs for global context. Presentation
of lecture on “GLOBAL ITV: Interoperabilidade e
Coexistência entre sistemas de interatividade para a
Televisão Digital em um contexto global”, presented
by Gustavo Moreira Calixto, on September 23rd,
2015, in the GLOBAL ITV Workshop, organized by
UFABC, in Santo Andre (Brazil).
The session counted with alive demonstrations of
the GLOBAL IT Platform.
Figure 19: Web flyer event at UFABC
Figure 20: GLOBAL ITV workshop at UFABC
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Figure 21: GLOBAL ITV workshop at UFABC
3.2.11 2nd UNESP Workshop
Conference presentation on “GLOBAL ITV: Mídia Cidadã and the democratic challenges of the
digitization”, presented by Marcelo Zuffo (USP), Alexandre Kieling (UCB) and Ana Silva Davi Médola
(UNESP), on April 24th, 2015, during the 10th Brazilian Mídia Cidadã Conference and V South American
Mídia Cidadã Conference, at UNESP, Bauru.
The session was mediated by Carlos Sabino Caldas from UNESP.
Figure 22: Web flyer event at UNESP
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Figure 23: Alan César Belo Angeluci (USCS/CITI-USP), Ana Silvia Davi Médola (UNESP), Marcelo Zuffo
(USP), Carlos Sabino Caldas (UNESP) and Alexandre Kieling (UCB)
3.2.12 2nd UCB Workshop
The Global Workshop ITV - The Future of TV took place on November 12th , 2015 on the campus II of
the auditorium of the Catholic University of Brasilia. The session began with an overview the CNPq National Council for Scientific and Technological Development - on investment in tecnologia. A
development research following the researcher Gustavo Calixto, USP, and executive project
coordinator, presented an overview of the ITV global highlighting the solution in developing an
integration between broadcast and broadband. Following that, there was a demonstration of the Set-top
box and healthcare application developed in the project. The session ended with a report from a
member of the Management Group of the board of Digital TV System Deployment Land in Brazil. In
addition to researchers, scholars, graduate students and masters, he participated as a guest transmedia
project manager TV Globo, Alex Medeiros.
Figure 24: Flyer of the UCB Workshop
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Figure 25: GLOBAL ITV researchers Alexandre Kieling and Gustavo Calixto
Figure 26: UCB Workshop participants
3.3
Conferences
GLOBAL ITV intended to hold two scientific conferences, one in Europe and one in Brazil. However, the
project faced some time and budget constraints that inclined the consortium to modify its approach in
order to act smart and efficiently. Having this in mind, the consortium decided to have a relevant
presence in bigger, well-known, reference events instead of organizing some event by itself with
uncertainty about the audience and the impact. In this way, the consortium assured that the relevant key
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experts will be in the room where GLOBAL ITV is making a demonstration, organizing a round table
session or explaining its results.
Those events were selected as BROADTHINKING event in Geneva, Switzerland, and SET Expo in Sao
Paulo.
3.3.1
European conference at BROADTHINKING
In the context of EBU Broadthinking event, IRT organised GLOBAL ITV’s European conference in the
form of a special session on migration of different proprietary interactive TV systems towards webbased interactive TV systems.
EBU Broadthinking is the largest broadcasting related event exclusively focused on the convergence of
broadcasting and broadband technologies in general, and interactive TV in particular. It is attended by
all relevant stakeholders, from broadcasters and content creators to manufacturers.
The special session was an integral part of the program attended by all participants and featured
besides the general European-Brazilian perspective as presented by the GLOBAL ITV project also
perspectives from Italy and the United Kingdom, countries where the use of different interactive TV
systems is also a current topic.
Especially the backward compatible coexistence approach proposed by the GLOBAL ITV project was
discussed with great interest by the attending experts, leading to high visibility of the project and its
results with the relevant stakeholders.
Overall nearly 100 stakeholders from research institute, broadcasters, universities and the consumer
electronics industry attended Broadthinking and the GLOBAL ITV special session.
Figure 27: Christian Keimel (IRT) presenting GLOBAL ITV at EBU Broadthinking
3.3.2
Brazilian conference at SET Expo 2015
The consortium decided to take advantage of the difussion and the impact of SET EXPO in Brazil and
South America in general, and use the presence of USP in it to organize the GLOBAL ITV Conference
at the event, promoting a number of activities related with GLOBAL ITV:
- A booth with information about the project, which inluded:
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-
o equipment needed for doing demonstrations
o researchers of the project presenting the project
o video about the GLOBAL ITV
o Printed flyer of the project
Two panel sessions: one focused on the proffesional education in Universities, and the other
one devoted to standardization.
Organised by SET (Sociedade Brasileira de Engenharia de Televisão), a premier business and
technology event for broadcast and new media in Latin America. The 27th edition of SET Expo took
place in São Paulo between the 23rd and 27th of August and was divided into a large Trade Fair for
equipment, products and services, and a technical and scientific Congress, bringing together both the
leading manufacturers on the global market and the most important industry specialists.
There were more than 200 exhibitors, representing more than 400 Brazilian and international brands,
showing their most intelligent and sophisticated solutions for the production, distribution and exhibition
of content on multiple platforms. GLOBAL ITV was among the exhibitors and presented a demo of the
project.
“The importance of SET EXPO lies in the event’s ability to bring together the key interests of the entire
broadcast industry chain. The Trade Fair and Congress provide opportunities for industry professionals
to network, while creating possibilities for business deals in Brazil, Latin America and worldwide”,
Olímpio J. Franco, president and founding member of SET, explained.
Session 1 | Formação Profissional nas Universidades
This panel discussed how educational organizations are
forming well-educated professionals to deal with demands
and technologies of the future. The lecture had the
participation of Amilton da Costa Lamas (PUC-Campinas),
José Frederico Rehme (RPC TV / Universidade Positivo),
Carlos
Augusto
Rocha
(Instituto
Nacional
de
Telecomunicações) and Gustavo Moreira Calixto (GLOBAL
ITV / CITI-USP), and it was moderated by Cleber Giorgetti
(SET).
Figure 28: first session flyer at SET EXPO
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Session 2 | W3C – World Wide Web Consortion. Atuação e Alcance.
The panel discussed TV growth outlook on web, presenting a reflection on business and technology, for the
development of applications, streaming, interactivity
and accessibility, for example, and how the standards
for interoperability of web discussed in the W3C can
strengthen TV content and business on any device. It
was presented by Rodrigo Arnaut (TV Globo / ERA
Transmídia / FAAP) and had the active participation of
Karen Myers (W3C), Marcelo Zuffo (USP), Marcelo
Mattar (Samsung), Juliana Psaros (Opera TV) and
Eduardo Neger (ABRANET).
Figure 29: Session 2 flyer at SET EXPO
Figure 30: GLOBAL ITV researchers and demonstation at SET Expo
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Figure 32: web flyer event promotion by USP for TDC
Figure 33: photo of the TDC Conference
Project presentation at “Universidade Municipal de São Caetano do Sul”
Alan Angeluci, a Global ITV Project researcher at the Interdisciplinary Centre for Interactive
Technologies, University of São Paulo (USP-CITI), gave lecture about Digital TV presenting some of
the first results of the GLOBAL ITV Project at Universidade Municipal de São Caetano do Sul in São
Caetano do Sul (SP, Brazil) on 30th September 2014.
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Figure 34: Event flyer. Panel: Technological innovation and their impact on the production and reception
processes of ITV Products.
3.4.3
“Congresso da Intercom”
The Intercom National Congress 2014 was held in Foz do Iguaçu, Paraná, during the first week of
September (1-5-Sep September 2014).
The GLOBAL ITV project was presented at the opening session of the first day of the Research Group
"Media, Culture and Digital Technologies in Latin America", within the programme of Intercom 20149
(XXXVII Brazilian Conference on Sciences Communication) in Foz do Iguaçu, Paraná, Brazil. This
action was an initiative of Federal University of Pará (UFPA) in partnership with UNESP (Universidade
Estadual Paulista Júlio de Mesquita Filho) that are members of the GLOBAL ITV consortium.
The goal of the event was to establish an opportunity in an important forum of Communication research
as Intercom, to discuss the particular goals of the GLOBAL ITV project in Latin America, on site of eight
of the eighteen participating institutions.
During the discussion session "Interactive Digital TV in Latin America: the experience of international
cooperation project GLOBAL ITV", was debated issues as the digital and interactive TV from the
experiences of the project, focusing on the challenges and prospects of Brazilian and Latin American
context. The activities were coordinated by professor Jane Aparecida Marques (from UFPA and USP,
Brazil) and had the presences of the professors Maria Cristina Gobbi (from UNESP, Bauru, Brazil),
Maria Ataide Malcher (from UFPA, Belém, Brazil) and Joseph D. Straubhaar (from University of Texas
at Austin, USA).
Table “Interactive DTV in Latin America: the experience of the international joint for the GLOBAL ITV”,
part of the Media, Digital Culture and Technology in Latin America research group annual meeting. This
activity was coordinated by Jane Aparecida Marques (USP/UFPA) and count with the presentations of
Joseph D. Straubhaar (UTexas/USA); Maria Ataide Malcher (UFPA) and Maria Cristina Gobbi
(UNESP).
Also, the paper "Scenarios for a global interactive television: the GLOBAL ITV challenges for Latin
America" (cited above) was presented at this event by Maria Cristina Gobbi and Juliana Betti.
9
News about the event: http://www.lsitec.org.br/newsletters/agosto-outubro-2014/notas.html
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Figure 35: Web flyer event promotion by USP on Intercom.
Figure 36: Event announcement, INTERCOM 2014. Source: Facebook fanpage of the event10.
10
During the event the UFPA team did a complete photographic coverage.
https://www.facebook.com/GpMidiaCulturasETecnologiasDigitaisNaAmericaLatina?ref=hl
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3.4.4
Keynote on the convergence between Web and TV at “Conferência Web W3C Brasil”
François Daoust (W3C) presented a talk entitled “Web and TV – Creation of a Hybrid world”11 at the
Conferência Web W3C Brasil12, in São Paulo on 27 September 2014. The talk explored the creation of
an iTV platform from a Web perspective, and existing gaps of the Web platform that have to be
addressed for such an iTV platform to become a reality in practice.
3.4.5
Panel presentation at UNESP
The GLOBAL ITV researcher Dr. Alan Angeluci (CITI-USP) gave a lecture on "Innovation and Technology at the Scientific Research: the GLOBAL ITV experience and other projects". The activity brought
together students, teachers and researchers to discuss methods, challenges and perspectives of innovation in interdisciplinary research during the Seminar of Dissertation in the Post Graduate Programme
in Digital Television at the State University of São Paulo (UNESP), a partner institution of the project.
Figure 37: Researcher and Professor Alan Angeluci and the audience at UNESP
Figure 38: Researcher and Professor Alan Angeluci during the panel
11
http://www.w3.org/2014/Ta ks/0927-webtv-conferenciaweb-fd/
12
http://conferenciaweb.w3c.br/
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Figure 41: GLOBAL ITV Brochure for ICT2015
3.4.8
HbbTV interoperability workshop
IRT evaluated the GLOBAL ITV coexistence signalling approach at the 23th HbbTV interoperability
workshop held in Munich, Germany from 4-5 November 2015. The interoperability workshop provided
the unique opportunity to assess the proposed joint HbbTV and Ginga signalling HbbTV with current
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and up-and-coming devise of all major consumer electronics manufacturers. In particular, this event
also allowed discussions with stakeholders from industry.
Figure 42: Testing the GLOBAL ITV signalling at the 23th HbbTV interoperability workshop
3.4.9
Inter Bee
GLOBAL ITV was present at Inter Bee, event held for half a century since 1965, and organized into four
exhibit categories: “Video and Broadcast Equipment,” “Professional Audio Equipment,” “Professional
Lighting Equipment” and “ICT/Cross Media.” The event is utilized as an opportunity to become a hub for
information dissemination and exchange once a year by bringing together under one roof a wide range
of stakeholders involved in the media industry from Japan and overseas, including broadcasters, telecommunication carriers and production/post-production operators. The event took place in Japan, between 18th and 20th of November 2015.
Professor Zuffo presented the panel: “Technological convergence in broadcasting and broadband and
the interoperability on interactive Digital TV systems”, which discussed the challenging scenario of technological convergence in broadcasting and broadband and the interoperability on iTV systems. The
topic was approached from the perspective of Global ITV.
Also at the Session 1, the following panels were presented:
• Rio 2016: Prospects for the Olympics by Mr. Vitor Bahia Diniz - Secretary, Head of Science & Technology and Energy Section, Embassy of Brazil in Tokyo
• The ASO – Analog TV Switch Off in Brazil by Mr. Olimpio Jose Franco - President, SET Brazilian Society of Television Engineering
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4. INSTITUTO DE ESTUDOS BRASIL EUROPA – ibe.usp.br. (2015).
GLOBAL ITV, from
http://www.ibe.usp.br/index.php/pt/inicio/2-destaque-portugues/421-divulgacao-globalitv
5. REVISTA DA SET (SET MAGAZINE) – Sociedade Brasileira de Engenharia de Televisão.
MACHADO FILHO,F.; GOBBI, M.C.. TV Digital na América Latina: cenários, desafios e
perspectivas.
Nº
152
Jul/Aug
2015,
available:
http://www.set.org.br/artigos/ed152/ed152 pag84.asp
6. ACI/FAAC - Unesp. Último dia de Mídia Cidadã começa com painéis: Televisão digital e
economia
criativa
foram
os
temas
principais.
April
2015.
Available:
http://www.faac.unesp.br/#!/noticia/1009/ultimo-dia-de-midia-cidada-comeca-com-paineis/
7. BOLETIM MÍDIA CIDADÃ 2015 (CITIZEN MEDIA BULLETIN). GLOBAL ITV no Mídia Cidadã.
Edição 3, April 24
8. TV Unesp/Diálogos. Meet the Global iTV project and the challenges of interoperability and
interactivity on TV (an interview with Marcelo Zuffo (USP)). Posted on July 3, 2015. Available:
http://www.tv.unesp.br/4286
9. TV Unesp/Diálogos. Dialogue between the areas of Communication and Computing is one
of the Global iTV Focuses (an interview with Alexandre Kieling (UCB)). Posted on 10 July
2015. Available: http:// www.tv.unesp.br/4287
10. TV Unesp. Report about the Global ITV Project participation in the 27th edition of the
Exhibition of SET (Brazilian Society of Television Engineering). Posted on 28 Aug. 2015 Available: https://youtu.be/i 1hXIUhnI8
11. TV Unesp/Artefato. The future of television (an interview with Jareta Bruno and Fabio
Cardoso (Unesp)). August 12, 2015.Avaliable: http://www.tv.unesp.br/4338
12. PORTAL DA UFPA – www.portal.ufpa.br (2014). UFPA integra Consórcio Brasil-Europa de
pesquisa
em
TV
digital.
April,
http://www.portal.ufpa.br/imprensa/noticia.php?cod=8933
14th,
2014,
from
13. O LIBERAL – www.orm.com.br (2014). Seminário na UFPA discute o GLOBAL ITV. April,
21th, 2014, from http://www.ascom.ufpa.br/clipping/210414liberaldebate.pdf.
14. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2014). Encontro debate tecnologias
da TV. April, 29th, 2014, from http://www.ascom.ufpa.br/clipping/290414diariointercom2.pdf.
15. PORTAL DA UFPA – www.portal.ufpa.br (2014). Projeto internacional realiza Workshop no
Intercom
Norte
2014.
April,
http://www.portal.ufpa.br/imprensa/noticia.php?cod=8988.
30th,
2014,
from
16. WEBSITE OF INTERCOM NORTE – www.intercomnorte2014.com.br (2014). GLOBAL ITV
realiza
programação
no
Intercom
Norte
2014.
May,
2nd,
2014,
http://intercomnorte2014.com.br/global-itv-realiza-programacao-no-intercom-norte.
from
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17. HIPERLINK NEWS – http://www.lsitec.org.br/newsletters (2014). Projeto GLOBAL ITV é
destaque de Grupo de Pesquisa no Intercom 2014. August to October, 2014, from
http://www.lsitec.org.br/newsletters/agosto-outubro-2014/notas.html.
18. WEBSITE
OF RESEARCH GROUP ON
COMMUNICATION PROCESSES –
www.pespcom.com.br (2015). Aplicação de segunda tela desenvolvida por pesquisadores
do PESPCOM será apresentada em evento na Bélgica. June, 1st, 2015, from
http://www.pespcom.com.br/?p=1256.
19. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2015). Workshop na UFPA discute
os
desafios
da
TV
digital.
August,
23th,
2015,
from
http://www.diarioonline.com.br/noticias/para/noticia-341514-workshop-na-ufpa-discute-osdesafios-da-tv-digital.html.
20. WEBSITE
OF RESEARCH GROUP ON
COMMUNICATION PROCESSES –
www.pespcom.com.br (2015). 2º Workshop do GLOBAL ITV na UFPA discute os desafios
da TV digital interativa. August, 24th, 2015, from http://www.pespcom.com.br/?p=1892.
21. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2015). Workshop debate avanço em
TV digital. August, 24th, 2015, from http://www.diarioonline.com.br/noticias/para/noticia341527-.html.
22. DIÁRIO DO PARÁ – printed newspaper (2015). Workshop debate avanço em TV digital.
August, 24th, 2015, from http://ascom.ufpa.br/clipping/240815diariotv.pdf.
23. DIÁRIO DO PARÁ ONLINE –
www.diarioonline.com.br (2015). Convergência Digital é
discutida
em
evento
na
RBA.
August,
25th,
2015,
from
http://www.diarioonline.com.br/noticias/para/noticia-341664-convergencia-digital-e-discutidaem-evento-na-rba.html.
24. DIÁRIO DO PARÁ ONLINE –
www.diarioonline.com.br (2015). Professores apresentam
andamento
de
projeto.
August,
25th,
2015,
from
http://www.diarioonline.com.br/noticias/para/noticia-341678-.html.
25. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2015). TV Digital: experiência da
RBATV
em
debate.
August,
25th,
2015,
from
http://mobi.diarioonline.com.br/noticias/para/noticia-341686-tv-digital-experiencia-da-rbatv-emdebate.html
26. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2015). Estudos de recepção local
encerram
programação.
August,
25th,
2015,
http://mobi.diarioonline.com.br/noticias/para/noticia-341724-estudos-de-recepcao-localencerram-programacao.html.
from
27. DIÁRIO DO PARÁ ONLINE – www.diarioonline.com.br (2015). Debate supera expectativa
dos
participantes.
August,
25th,
2015,
from
http://www.diarioonline.com.br/noticias/para/noticia-341740-debate-supera-expectativa-dosparticipantes.html.
28. DIÁRIO DO PARÁ – printed newspaper (2015). RBA será parceira da UFPA em projeto de tv
digital. August, 26th, 2015, from http://ascom.ufpa.br/clipping/260815diariotv.pdf.
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(WebMedia
'14).
ACM,
New
DOI=http://dx.doi.org/10.1145/2664551.2664580.
York,
NY,
USA,
203-206.
7. GOBBI, M. C.; BETTI, J.C.G. Televisão Digital Interativa na América Latina: Cenários do
Projeto Global ITV. In: VIII Seminario Regional (Cono Sur) ALAIC - Córdoba, Argentina, Aug
2015.
8. GOBBI, M.C.; MACHADO FILHO, F. Television and Digital Media in Latin America: a
scenario under construction. In: Intercom - Revista Brasileira de Ciências da Comunicação,
North
America,
38(1),
May
2015.
Available:
http://www.portcom.intercom.org.br/revistas/index.php/revistaintercom/article/view/2206/1892
(English versions)
9. GOBBI, M.C.; MACHADO FILHO, F. (2015). Televisão e Mídias Digitais na América Latina:
um cenário em construção. In: Intercom - Revista Brasileira De Ciências Da Comunicação,
São
Paulo,
38(1).
May
2015.
Available:
http://www.portcom.intercom.org.br/revistas/index.php/revistaintercom/article/view/2206
(Portuguese version)
10. GOBBI, M.C.; MACHADO FILHO, F. Comunicação digital na América Latina: cenários,
desafios e perspectivas. In: Revista Latinoamericana de Ciencias de la Comunicación, São
Paulo,
21(11).
Jul/Dec.
2014.
Available:
http://www.alaic.net/revistaalaic/index.php/alaic/article/view/536/348.
Expanded abstracts presented by GLOBAL iTV ITI-A and DTI scholarship students in the
Multidisciplinary Journey at UNESP14:
11. CALDAS, Carlos, Henrique, Sabino; OLIVEIRA, Bruno, Jareta de; COQUEMALA, Natália,
12.
13.
14.
15.
Azevedo. PROJETO S.O.F.I.A: os desafios da produção de produtos audiovisuais
interativos no projeto GLOBAL ITV. XVII Jornada Multidisciplinar, 2015, p. 159,158. ISBN
978-85-99679-69-2.
NOGUEIRA, Rafaela de Campos; FALCHETTO, Giovanna, Nascimento. A aviação e a
interatividade através da inteligência artificial. XVII Jornada Multidisciplinar, 2015, p.
165,166. ISBN 978-85-99679-69-2.
OUROS, Gabriel dos; NOGUEIRA, Helena Vieira. PROJETO S.O.F.I.A.: os desafios da
roteirização do episódio de agricultura. XVII Jornada Multidisciplinar, 2015, p. 163,164.
ISBN 978-85-99679-69-2.
ROCHA, Navarro, Giovane; FONTANIELLO, Bernardo; HAGUEHARA, Felipe, Ruan. A
produção de um roteiro interativo. XVII Jornada Multidisciplinar, 2015, p. 155,156. ISBN 97885-99679-69-2.
VELLOSA, Fernando Araújo; OLIVEIRA, Vinícius Laureto de; RIBEIRO, Adrieli Fernanda. Os
desafios na produção de roteiros interativos para o PROJETO S.O.F.I.A.. XVII Jornada
Multidisciplinar, 2015, p. 161,162. ISBN 978-85-99679-69-2.
16. MARQUES, J. A.; MIRANDA, F. C.; SILVA, J. A. B.; MALCHER, M. A.; LOPES, S. C.; SILVA,
E. P.; ELIASQUEVICI, M. K. Convergência Midiática na TV aberta brasileira: o caso do
programa SuperStar. […] In: Anais do XXVII Congresso Brasileiro de Ciências da
Comunicação - INTERCOM, no.37, 2014, Foz do Iguaçu.
[Avaliable: http://www.intercom.org.br/papers/nacionais/2014/resumos/R9-2172-1.pdf]
17. SERUFFO, M. C. R.; MIRANDA, F. C.; OLIVEIRA, E. L.; MALCHER, M. A. Second Screen
Application Dengue Fever: Prevention through Information. In: TVX 2015 - ACM
International Conference on Interactive Experiences for TV and Online Video, 2015, Bruxelas.
TVX '15 Proceedings of the ACM International Conference on Interactive Experiences for TV
and
Online
Video.
New
York:
ACM,
2015.
Available
in:
[http://dx.doi.org/10.6084/m9.figshare.1423370]
18. MARCAL, R. P. C. ; OLIVEIRA, C. C. L.; SERUFFO, M. C. R. Uma Interface Natural para
Interação Hibrida Utilizando TV digital e Segunda tela. In: 42º SEMISH - Seminário
14
Program available: http://www.faac.unesp.br/#!/departamentos/ciencias-humanas/jornada-multidisciplinar/2015--/caderno-deresumos/
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Integrado de Software e Hardware, XXXV CSBC, Recife, Brazil, 2015. Available in:
[https://goo.gl/yCi2e9]
19. SOUZA, D. S.; SERUFFO, M. C. R., OLIVEIRA, E. L.; ELIASQUEVICI, M. K. Avaliação de
Aplicação de Segunda Tela Utilizando Métricas de IHC: Um Estudo de Caso. In: 42º
SEMISH - Seminário Integrado de Software e Hardware, XXXV CSBC, Recife, Brazil, 2015.
Available in: [https://goo.gl/KC0ToD]
20. RUIZ, Jackelyn R. T.; Inclusão de funções híbridas no sistema brasileiro de televisão digital. Master Thesis.
21. RUIZ, Jackelyn R. T.; GOMES, Andres F. C.; MELONI, Luis G. P., Analysis of the implementation of hybrid functions in the current Brazilian digital television system. IEEE Fourth International Conference on Consumer Electronics, 2014, - Berlin (ICCE-Berlin) - EDAS
1569942365
22. IRT contributed an article about the goals of the GLOBAL ITV project to the FKT, the flagship
journal of the German society for TV and motion picture technology (Fernseh- und
Kinotechnischengesellschaft; FKTG) in its May 2015 issue. The article (in German) highlighted
the interactive TV developments in Europe and Brazil, and how the GLOBAL ITV works to
bring these two worlds together by creating a new signalling approach.
3.5.3
Newsletters
Six newsletters have been released during the project. They reflect the story of the project according to
its timeline, and the themes addressed are the topics on fire on that date in the project:
-
-
-
-
-
-
First Newsletter, published on August 2014, served as a presentation of the project, the
GLOBAL ITV Council and the interactive TV landscape, and also to address questions as
scenarios for future and is Interoperability of interactive TV systems possible?
Second Newsletter, published on November 2014. On it we can find articles addressing HTML5
release on 28th October 2014, the plenary Council meeting, the HbbTV Symposium and also
other articles about interoperability of interactive TV systems.
Third Newsletter, published on March 2015. It was devoted to the GLOBAL ITV Council.
Therefore, articles as Who we are, Organization and roles, Introduction of the new Chairman,
and Why did I join the Council? can be found. Besides that, two members of the Council
introduced both papers for discussion, regarding the Challenges of regional broadcasters and
Marketing of new global systems.
Fourth Newsletter, published on May 2015. More information about the Council activities can be
found there, and more technical articles regarding GLOBAL ITV apps and playout, and how
HTML5 is added to HbbTV 1.0 in the project.
Fifth Newsletter, published on September 2015. On it, it can be found three articles about
testing of GLOBAL ITV platform, an article about the Set-top Box, another one about the public
service app for the project, one reporting the presence of GLOBAL ITV in SET Expo 2015
event, and an interview to a GLOBAL ITV Council member.
Sixth Newsletter, published on December 2015, collected information about the main outcomes
of the project as a summary of its activities.
This is a collaborative task and all European and Brazilian partners have written at least one article for a
newsletter since August 2014. Newsletters are edited, published and distributed in HTML format. They
are
stored
and
made
available
to
all
the
world
in
our
website
http://www.globalitv.org/deliverables/publications/ . Each Newsletter is also sent by e-mail to more than
120 people:
-
The GLOBAL ITV project e-mail list,
The GLOBAL ITV Council members,
The subscribers to the newsletter we got from the webpage,
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-
The GLOBAL ITV Project Officer,
The contacts of every partner that might be interested.
Besides, it is shared and announced via social media networks to about 600 users – Twitter, LinkedIn,
Facebook, and every consortium member is encouraged to distribute it to their contacts.
3.6
GLOBAL ITV website – http://www.globalitv.org/
The documentation of the first version of the public project website was reported on Deliverable D6.1.
The project website is the main repository to find information about the project and it is often updated
with information about events, news, submitted public Deliverables, Newsletters, press releases,
minutes of the GLOBAL ITV Council, etc.
There have been three releases of the website:
- 1st draft version, delivered on the first month of the Project – December 2013, before the Kickoff meeting
- 2nd version, a complete website with the agreement of the structure of the site
- 3rd version, the final one with the official look&feel, structure, plugins, features, etc.
Figure 46: evolution of the GLOBAL ITV website design
It was decided by the Consortium in the 2nd Project meeting in Sao Paulo in April 2014 that the website
will be only available in English.
The website suffered an attack on its first weeks due to lack of security regarding the hosting provider. It
was decided to change the web hosting provider, and since then, no more problems have been
detected.
Regarding SEO – Search Engine Optimization – techniques, the website was carefully designed to
improve the visibility of GLOBAL ITV website in search engines, always in an ethic way – white hat
techniques.
In the next figure, the number of sessions per week in www.globalitv.org website since April 2015 to
January 2016 can be seen. Some activity can be noticed every week:
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Figure 47: Number of sessions per week. Source: GLOBAL ITV Google analytics
This is the distribution of where the users come from to the webpage:
Figure 48: countries where the users come from to our website
The consortium decided to keep the webpage operational from the end of the project to January 2017.
Therefore, all the information regarding the project contained there will be available long ago since the
official end of the project.
Social Media Networks
3.7
As described in the GLOBAL ITV Dissemination Strategy, the objective of our presence in social media
are:
-
telling the story of the project as it is happening, share news, findings, announcements…
engaging stakeholders interested in our research,
disseminating technological info for general public,
sharing relevant info for the audiovisual sector.
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-
Infographics to spread the word about our results,
News from the audiovisual sector
The next figures show the evolution of followers of GLOBAL ITV Twitter account and where they come
from:
Figure 49: Evolution of GLOBAL ITV Twitter account followers. Source: www.dashbro.com
Figure 50: Where are GLOBAL ITV followers from? Source: www.dashbro.com
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Figure 51: seniority of GLOBAL ITV LinkedIn group followers. Source LinkedIn
Figure 52: evolution of GLOBAL ITV LinkedIn group followers in the last 12 months. Source: LinkedIn
3.7.3
Facebook - https://www.facebook.com/globalitv
Brazil is one of the biggest markets in the world for Facebook and Twitter, with huge penetrations19. It
does not happen the same with LinkedIn. In order to increase the scope of our messages, GLOBAL ITV
tweets are automatically resent in GLOBAL ITV Facebook account.
GLOBAL ITV have 315 likes on Facebook.
19
https://www.quora.com/Brazilian-Culture/What-are-the-most-popular-social-networking-sites-in-Brazil
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Figure 53: number of people reached by GLOBAL ITV posts. Source: Facebook
Figure 54: evolution of likes on GLOBAL ITV facebook page. Source: Facebook
3.8
Presence in the media
Here, a non-exhaustive list of news and articles about the project can be found:
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Figure 55: some GLOBAL ITV news
Figure 56: more GLOBAL ITV news
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Figure 57: presence in web media
Figure 58: some news about GLOBAL ITV
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3.9
Global ITV Council activities
GLOBAL ITV Council activities in the project can be found described in detail on Deliverable D6.7 Final
report on GLOBAL ITV Council activities.
Though its task is part of WP6, The GLOBAL ITV Council is not conceived as a dissemination tool. On
one hand, it is certainly good that the Council gets the widest possible visibility to ensure its efficiency of
the work and get the best experts participating and contributing actively in the work of the Council. On
the other hand, it is open from the perspective that there are no restrictions to bring experts on board,
but it is not open to disseminate the views expressed by the individual members nor to provoke
unnecessary controversies on sensitive issues, like the cooperation Europe-Brazil on the
standardization of solutions for digital interactive television. Some discussions or decisions was not
made by the general public or through social media. This is a deeply technology and strategic related
issue, which require discussions in limited scales.
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5 Conclusion
The main conclusion is that all the dissemination objectives of GLOBAL ITV have been accomplished:
the Dissemination plan and the Dissemination strategy set the basis of our dissemination policy, and
thanks to the commitment and the involvement of GLOBAL ITV partners, the project
- has set an operative webpage since month 1 to month 26,
- has organized 12 workshops and 2 conferences,
- has been present in 15 events,
- has published 44 scientific documents and 37 other documents,
- has engaged 315 subscribers in Twitter, 93 in LinkedIn, 315 in Facebook,
- has developed 6 newsletters.
Therefore, the purpose of the project and its results have been effective and efficiently disseminated.
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2016/01/22
Annex 1: GLOBAL ITV Dissemination Strategy plan
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Version of
2016/01/22
Annex 2: some publications
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Television and Digital Media in Latin America:
a scenario under construction
DOI: 10.1590/1809-5844201514
Maria Cristina Gobbi
Francisco Machado Filho
(Universidade Estadual Paulista Julio de Mesquita Filho, Faculdade de Arquitetura
Artes e Comunicação, Departamento de Comunicação Social. Bauru – SP, Brazil)
Abstract
The text is the initial result of a project called Global iTV, Interactive and
systems Hybrid TV: a new advanced scheme for future services and applications
in a global environment, contemplated by Call MCTI / CNPq 13/2012 – EUBrazil Cooperation Program in the field of Information and Communication
Technologies (ICT) which has as its central theme the development of a standard
that enables interoperability between the various digital TV systems operating
jointly, exchanging and using information. Thus, using bibliographical and
documentary research, the article goes on to demonstrate how this perspective
panorama is drawing from the advent of digital television and the use of
technology in Latin America, seeking to identify similarities, differences, problems
and solutions arising from the use and consumption of digitizing television signal
in the region. The results demonstrate the importance of media convergence,
but point out that there are still large sections of the population on the margin
of the Digital Society and the benefits provided by digital networks and that
poverty and poor education are important contributions to this scenario.
Keywords: Latin America. iDTV. Digital Inclusion. Social Inclusion. Digital
Media.
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São Paulo, v.38, n.1, p. 85-106, jan./jun. 2015
85
Digital Television and interactivity
T
he Global iTV project comes to supply the current demand
on technological development. The possibility of several
equipments to share information and to operate jointly will
open, in short and long term, new possibilities in the production of
communication content and in the perspective of social and digital
inclusion. By the use of the review of literature and documentary
research the paper reflects about the interaction, interactivity and
systems interoperability possibilities, in order to demonstrate some
social challenges that still need to be faced in Latin America.
The interaction, as a process, is an option which is present
practically since the beginning of television media, either by
letters, by phone or even in viewer’s choice of a program or a
channel assuring the audience. Nowadays, the internet composes,
in the majority of communication companies, the technological
alternatives, which goal is the loyalty of audience, and many times
to ensure the same, on television. “It is increasingly common the
directing to the programs websites, where chats, groups, discussion
lists, blogs, twitter and all the social media offer to the viewer
the chance to participate and interact with the broadcast TV
programming” (SANTOS, 2013, p.4).
On the other hand, according to Becker and Zuffo (2009), there
are several definitions for the concept of interactivity. Normally
associated to Internet, the interactivity is also linked with computing,
arts, cinema and communication. “In spite of the lack of consensus,
most definitions point to the software transmission along the
audiovisual programming in order to improve the communication
between sender and receiver of the message” (BECKER; ZUFFO,
2009, p.47). Whichever the assumed definition is, either the software
or the equipments (hardware) used to allow the interactivity, the
fundamental is to attract and maintain the viewer’s interest over
what is being showed on the first screen (television), whether it is
entertainment, education or information content.
In Brazil, with the advent of the World Cup (2014) and the
previous Cup (in South Africa) some communication companies,
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such as Rede Globo de Televisão and Grupo Bandeirantes de
Televisão held some interactivity application “tests”. However
we still face some difficulties. Although many viewers receive the
digital signal, the TV devices with built-in converters do not have
Ginga. The same happens in many external converters. To sum up,
despite the fact that they receive the signal with high definition
images, the application still do not “run” in these apparatus,
because there is no Middleware1.
According to Santos (2013, p.8), in the current moment of
the development of the SBTVD (Sistema Brasileiro de Televisão
Digital) there are three parts, equally important, to be faced:
a) While potentially having a chance to revolutionize the scenario of
communication technologies by adding to the one-way model of open
TV in Brazil the possibility of effective and bi-directional interaction
with the viewer, the iDTV2 depends on pragmatic assessment in terms of
market, viewers and broadcasters, the latter still partly working with the
uncertainty about the commercial viability of interactive applications. b)
Most applications currently developed, because they were made with the
aim of testing the Ginga and programming languages used, have little
interest, little appeal to the viewer, precisely because they are designed by
programmers and not by producers of audiovisual content. c) The IDTV
seems to position itself between the experience of traditional broadcast TV
and the customized experience of the Internet. The richest applications
presuppose the interactive channel to work and rightfully so we might ask
why someone who could access the Internet through common mode would
do it by TV with the display difficulties and without the more efficient
computer input devices like keyboard and mouse.
Thus, there is no large scale offer of interactivity by the TV
stations but the investment in interactivity is justified when they
aim the digital inclusion in regions where the cable TV stations
and telecommunication companies have no commercial interests.
In this case, it is more appropriate that the countries’ government
invest in iDTV than private TV stations. This is because there are
no clear policies for all the changes brought together with digital
Authors note: Middleware is a program that makes the mediation between the
software and other applications. Used to carry information, it creates a kind of
communication protocol.
2
Interactive Digital Television.
1
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signal, whether in the business models definitions, understanding
or collaboration among producers, broadcasters, programmers,
deciding what is our real vocation for interactivity in terms of
broadcast TV, among others. These themes are fundamental for
the enlargement of the interactive productions options in a scale
which is compatible with the market demands.
Expanding the analysis to Latin American countries, for
a better comprehension of this scenario, it is fundamental to
remember the previous discussion which happened before the
World Summit on Information Society (WSIS), when Kofi
Annan3 proposes to the Silicon Valley the challenge of creating
communication and information systems to communities without
access. The results brought the perspective that the digital
inclusion was possible in worldwide terms. Among the results
presented, can be quoted: Simputer movement4 (the name comes
from the merger of the words simple and computer) in India;
Microsoft Pocket PC; free wireless metropolitan system; the 100
dollars laptop created by the Media Lab of the MIT5, and Linux
location in languages non provided by the commercial suppliers,
among others (ITU, 2014).
After that, the meetings in 2003 in Geneva (Switzerland) and
in 2005 in Tunis (Tunisia) defined and reinforced the WSIS goal
of creating a society that has free access to tools and technologies
that allow the extension of education and the possibility of
knowledge diffusion. According to Kofi Annan information society
should be understood as a phase in which “[...] Human capacities
are expanded and recognized, given to people access to tools and
technologies that they need, with the teaching and training for
the efficient use of this new knowledge6” (ITU, 2014).
Although often criticized because of the lack of effective
participation of the organized civil society, the group, that put
General Secretary of UN (United Nations).
The Simputer, a device slightly larger than the existing handhelds on the market
today and equipped with Linux-based operating system, was originally designed
by the Indian Institute of Science to bring the Internet to rural areas in India.
5
Massachusetts Institute of Technology.
6
Available also on the UNESCO and UN websites and other several web spaces.
3
4
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together mainly governments and private sectors in the meeting
held in Geneva established, in accordance with the Millennium
Development Goals (MDG), a Principle Statement and an Action
Plan to be reached until 2015. Among the key highlights of the
Plan are: encouraging connectivity – in villages, educational
institutions, scientific and research centers, public libraries,
cultural centers, museums, post offices, archives, health centers,
hospitals and government departments; adjustment of the curricula
of primary and secondary schools to face the challenges of the
information society; global access guarantees to the ICTs, including
television and radio; support to the content development, and
facilitate the presence and use of the internet. In Tunis it was
approved the “Tunis Commitment” and a common agenda, and
also the proposal of some modifications to the original text as
the connection of companies by the ICTs, the definition of
measurement forms and the creation of the Internet Governance
Forum (IGF) (ITU, 2014).
Equally, among the goals of the WSIS are the development of
benchmarks for assessing the global goals of the information society
and also the data have been used as a worldwide reference for
the global access and use of ICTs. “In addition, the goals of WSIS
intended to achieve specific targets at national level based on both
local and strategic characteristics, and development policies”. The
guidance also pointed that the ICTs represent economic growth
for the nations and directly influence other important areas,
such as development and access to health, education and public
services, with more speed and agility. With the introduction of
the Internet Protocol (IP), of the broadband7 and the increased
use of the Internet, the impacts of convergence point positively
to the growth of the global access to ICTs, although combined
Governments in the region are quickly recognizing the importance of broadband
for economic and social development. Therefore, currently almost 20 countries in
the America have adopted broadband plans that set specific goals and objectives.
Although some plans are more specific than others, they all recognize the need
for interdependence to expand the provision of broadband infrastructure and
to facilitate the search for all citizens (including those in rural areas and lower
income) to allow for them the several social, cultural and economic benefits of
being “online” (ITU, 2014).
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with large economic, social and cultural differences and also in
different development stage in the countries, the results still draw
a digital gap (ITU, 2014).
There are disparities among countries with respect to the
access, connectivity, cost, appeal etc. Some countries look for
resources in the private sector and partnerships with governments.
For others, there is a greater reliance on public sector for the
infrastructure expansion of the broadband access, implementation
and expansion of network and mobile services. This way and in a
wide range there is an effort for the definition of public policies
which can assist the demands in telecommunication and broadcast,
ensure network neutrality, spectrum management policies (especially
auction, as in the case of Brazil) and normative for convergence
between telecommunication and broadcast, creating regulations for
effective competition in order to allow the entrance of small groups,
to ensure and to protect the citizens interests.
Nevertheless, in spite of the significant presence of the
ICTs, their benefits are not experienced for at least 7.1 billion of
people around the world. According to the latest estimates, more
than 4 billion of people are not online yet (ITU, 2014). Because
of this, the biggest challenge for the governments, especially in
Latin America, is to direct actions to assist the demands. The
use of digital technologies, connectivity and broadband access
provide a wide range of services in the area of education, health,
sustainable social development and improvements in quality of
life for everyone.
Actions like the one held in Argentina, with free distribution
to part of the low income population of the set-top Box (about 1
million were distributed), benefit everyone since they accelerate
the national industry production, at the same time these actions
make a positive pressure on the broadcasters for their insertion
in this market and expand the access of the population to the
benefits of the digitization system.
In Brazil, the National Broadband Plan is a public policy
which has a fundamental importance for the digital inclusion
movement, it is necessary to make available equal access to both
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the signal, Internet and broadband, though, in areas where before
there was only the possibility of analog TV. The vastness of Brazil
shows the size of the challenge that will be faced in the next
years. “In the current technological scenario, with rapid changes
and product lifecycles increasingly smaller, to rule means no more
‘open road’ but decide the right time to do it in time windows
that the more rigid structure of government sometimes cannot
see” (SANTOS, 2013, p.8).
At the level of economic development and social, supported
by the globalization process and combined with increased access
to ICTs a significant movement around extensive restructuring and
reorganization of the economy and global political relations have
been presented in the agendas of many countries. Whether, on
one side, these changes “[...] cause important cyclical conflicts and
tensions”, on the other side they coexist in these spaces, creating
other possibilities. According to Porto and Régnier, “[...] in this
process, the social and political contradictions increase, creating
new points of conflict and tensions, including the persistence of
large economic, social and military inequalities between nations
and within the different countries” (2003, p.11).
However if the result of globalization enables the joining of
forces, the contradictory side is the unipolar hegemony of some
countries, such as the United States of America (USA), that
strengthened by “[...] the loss of action capacity of the nationstates in national territories” motivated by the disorganization of
political, economic and social regulation systems, signals a clear
mismatch between the “[...] economic integration and political
fragmentation (which has been intensified with the USA unilateral
decision - with Britain and Spain support - of invading Iraq)”.
The result is an excessive strengthening of the USA, although
at the same time “[...] there are new and growing signs of a
reorganization of the economy and international policy with the
emergence of China assuming leadership and seeking its insertion
in international institutions” (PORTO; RÉGNIER, 2003, p.11)
such as the WTO (World Trade Organization), the very formation
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of Mercosur (South Common Market) and more recently BRICS8
that belong to a number of developing countries.
Once this first wide scenario is drawn, by tracing a more
general vision of the television market and the ICTs in the world
and by allowing a broader view of the television market, this
work now focus on demonstrating how this panorama is drawing
from the advent of digital television and the use of technology in
Latin America, aiming the identification of similarities, differences,
problems and solutions which arise from the use and consumption
of TV signal digitalization in the region.
Latin America and the permanent inclusion challenges
It is possible to ensure that the concern with the integration
beyond the economic factor of the Mercosur9, which is, partially,
a result of the Treaty of Asunción, constitutes challenges for the
researchers in Communication at the region. More than a trade
agreement, the integration of the Cone Sul countries has caused
a change in theirs member postures in order to define joint actions
to promote cultural nexus, also in the educational, cultural and
reducing social inequalities actions.
8
According to the Foreign Ministry data “The idea of the BRICS was made by
chief economist at Goldman Sachs, Jim O’Neil, in a 2001 study entitled” Building
Better Global Economic BRICs. “Has set itself the analysis category in the
economic, financial, business, academic and communication. In 2006, the concept
has given rise to a group, itself, incorporated into the foreign policy of Brazil,
Russia, India and China. In 2011, at the Third Summit, South Africa became
part of the group, which has adopted the acronym BRICS” (ITAMARATY, 2014).
9
Accounting for crises and successes the Mercosur completed 22 years in
2012, with almost effective cooperation. It was precisely in 1990 that Brazil
and Argentina established an economic integration agreement and as a result
signed the Treaty of Buenos Aires. With the entry of Uruguay and Paraguay, on
March 23, 1991 it was signed the Treaty of Asuncion, becoming this way the
Mercosur. Currently Mercosur is made up of Argentina, Brazil, Uruguay and
Paraguay, although the later was suspended from the block due to the deposition
of (former) President Fernando Lugo, held in June 2012. This suspension was
extended until April 2013. From July 2012 Venezuela joined the block. The
composition also has the associated countries: Chile, Ecuador, Colombia, Peru
and Bolivia (GOBBI, 2013 apud SARTI, 2013, p.727).
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Briefly looking back we can say that the Treaty of Asunción
was made up of several stages. The initial one was implemented in
January 199510 as the first protocol of a customs Union in which
the parts involved established balanced trade conditions, combined
with a common external tariff policy. There were several conflicts
of interest, but there were several attempts to overcome it, looking
for a common welfare, properly monitored by the media.
For the consolidation of a common market, bold initiatives
were carried out. For example, social and cultural integration,
feasibility of a communication structure, integrated media coverage
stations and public agencies of countries and the very concept
of Mercosur Specialized Meeting (RECS) created by Resolution
GMC n°155/96, that aimed to “[...] Promote joint activities
aimed at greater coordination and cooperation in the information
sphere, the press and the dissemination of the integration process
(SECOM, 2013)” In this sense, more than 300 different channels
of discussion, involving government bodies and civil society
interests were formed to enable the consolidation of Mercosur.
In spite of the fact that these actions can be representative,
one should not forget to mention that this is a common agreement,
involving several countries which are still young on their politicaleconomic formation, with different cultures and global interests.
But it is possible to assert that a new social, political and economic
framework effectively irreversible was established.
If there is, on one hand, an apparent inconsistency in the
definition of an economic, political and social model, on the other
hand, the negotiations proceed “[…] to the construction of a new
regulatory system to organize economic and trade relations in
the new historical conditions; that probably will have to answer
also the political challenges and conflicts generated by unequal
globalization” (PORTO; RÉGNIER, 2003, p.11).
10
It is worth mentioning, that a little earlier, more precisely on December
17, 1994 Brazil, Argentina, Paraguay and Uruguay signed the Ouro Preto
Protocol, which provided to MERCOSUR an institutional framework giving legal
personality to the Block. It was also defined the basis of the Customs Union.
On January 1, 1995 came into force on Customs Union with the adoption of
the Common External Tariff.
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All this context determines a set of trends and cyclical events
that can set other development prospects and although it seems
disconnected from the performance of educational institutions
“[...] its consequences in the medium and long term will be felt
in this field, particularly in the greater or lesser opening to free
flow of knowledge and information and the internationalization
of institutions” (PORTO; RÉGNIER, 2003, p.13), consolidated
or not, but supported by information and communication
technologies. If the processes resulting from globalization offer
transformation opportunities and adaptations in the social scenario
of nations, the results bring other challenges, like the expansion
of access, the internationalization, mobility, quality and others.
It is clear that the analog television is still the device which
best represents the access to communication in the region,
occupying the center of the living-room of many Latin Americans.
It works as a source of information and entertainment, even
though social inclusion is not contemplated by this statement.
However, the interactive digital television can be consolidated
as a new vector of integration, expansion of educational levels,
economic and social development and on generation of sustainable
economy for many countries under development. Nevertheless,
to consider a single plan or a set of similar ones to assist the
demands of digital and social inclusion in the region is, at least,
an understatement of difference in social and cultural scenarios.
The television scenario in Latin America has always been
some kind of development flag. The data provided by Media
Book (IBOPE, 2013) demonstrate the penetration of this mean
of communication in the region.
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Figure 1 – Penetration of broadcast TV in Latin America, 2012-2013
Source: Target Group Index (Argentina, Brazil, Chile, Colombia, Ecuador and Peru).
Multimedia (Costa Rica, Guatemala, Honduras and Panama). Note: Last 7 days11.
According to the data, the broadcast TV penetration reaches
the amount of 99% in Peru. In other countries like Chile, Costa
Rica and Ecuador the index is equally representative (97%). Only
in Guatemala12 (the most populous country in Central America,
third in area), among the ten countries figuring in the research,
the amount of penetration is less than 90%, reaching 77% (MRE,
2013). This can be perhaps explained by that fact that Guatemala
is the poorest country in the region, with almost 50% of the
population living below the poverty line.
11
Authors note. The Media Book, published by IBOPE, includes data on
consumption and investment in media in 13 countries in Latin America
(Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras,
Nicaragua, Panama, Paraguay, Peru and Uruguay). The information presented
has as source the regular studies of IBOPE Media and are generated from the
collection of data on 10,455 households in the Television Audience Panel (with
peoplemeter), 538,160 interviews on the radio consumption, 69,395 interviews
about consumer habits, and the monitoring of nine means for advertising spend,
being surveyed 229 free TV channels, 162 pay TV channels, 455 radio channels,
703 magazines and 244 newspaper titles (IBOPE, 2013).
12
Authors note. With Nominal GDP of approximately US$ 50 billion and growth
of 3% in 2012, according to IMF estimates, Guatemala ranked as the 77th world
economy. The service sector accounted for 63% of GDP in 2012, followed by
the industrial sector with 24% and the agricultural sector with 13%. It should
be noted that agriculture absorbs 38% of the local workforce (MRE, 2013).
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Equally representative, according to Media Book (IBOPE,
2013), is the penetration of the cable TV in Latin American
countries. In Colombia, this media is watched by 86% of the
population and, in Honduras, by 84%. In Brazil, this percentage
is 40%. Among the countries analyzed the smallest penetration
of the media occurs in Ecuador: 27%. The figure 2 shows these
statements.
Figure 2 – Cable TV penetration in Latin America 2012-2013
Source: Target Group Index (Argentina, Brazil, Chile, Colombia, Ecuador and
Peru).
Multimedia (Costa Rica, Guatemala, Honduras and Panama). Note: Last 7 days.
In terms of investment, in 2012, the broadcast TV reached
a total of almost U$$ 45.7 billion in the 13 countries analysed
(IBOPE, 2013). Among then we highlight Ecuador and Nicaragua
which of the total invested in each country, 82% were to the
broadcast TV. For the cable TV, the investments were around
US$7.6 billions. It is in Colombia that the media has the highest
participation in publicity investment (around 22%) when compared
to the other countries of the region.
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In spite of the data about broadcast TV being interesting
and demonstrating an improvement on the economic aspect of
the television consumer, the Brazilian legislation, for example,
guarantees free signal and benefits arising from the system
digitization. This way it is fundamental the development of
an interactive app which could enrich the image and sound,
specially incorporating the regional demands of the television.
About the interactive content production, as said by Waisman
(2006, p.18) “[...] for that to be made efficiently, firstly, we
should consider that the consumer of television media waits
a high level of audiovisual production, capable of provide
entertainment in a funny and captivating way”.
The notes reported here indicate that homes and therefore
the way of life is increasingly digital. If this access is a prerequisite
for using the interactive potential of the hybrid TV system, it is
also necessary to understand in which ways and by whom these
devices have been used.
In Brazil, the viewers have a very diverse profile, that
reflects a television model with open and free sign and cultural
characteristics of the population, which has allowed high
penetration rates in different genres, age groups, socioeconomic
classes etc. In general, the composition of the audience shares
this range, however, a few highlights are needed, for example, the
concentration of 41% of the audience with ages ranging between
20 and 39 years and 48% of the C class (see Figure 3)13.
13
The data on the profile of the television audience correspond to Marplan /
EGM studies applied on the main Brazilian markets. (MÍDIA DADOS, 2014).
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rates, the possession of connected devices and the digital
habits are two times higher, specially with respect to activities
as the consumption of OTT 15 video and VoIP 16 services via
Smartphones.
However, it is interesting to note that there is a will from
the elderly people to connect and use products and services that
can facilitate their daily lives, indicating a potential and growing
market, such as the example17,
Online and mobile shopping lists are also used by almost a quarter (23%) of
global respondents, with significantly higher percentages open to the idea.
Three out of four respondents in Latin America are willing to use online
shopping lists if they become available, along with six in 10 Middle East /
Africa (63%), Asia Pacific (62%), North America (62%) and Europe (61%)
(UN, 2014, our translation).
Another public range that needs special attention is the
child and teenager. It is not new that television acts as a kind
of electronic babysitter. Different studies indicate a Brazilian
average consumption of more than two hours a day at this age,
characterized by the high rate of children and young people who
watch television alone. Among the preferred formats are the
programs with the greatest restrictions from parents: movies and
realities shows. The access of children and young to Internet in the
country follows very approximate proportions, with the aggravating
factor of causing a digital learning also lonely18.
15
Authors note. Over-the-top content (OTT) refers to Internet via video delivery
directly on the devices of connected users, allows access anywhere, at any time
your favorite show, or news that you are looking for.
16
The IConsumers research indicates that only 4% of Americans over 45 years
watched OTT videos (Internet-based video on TV via connected devices), rate
that falls to 2% over 55 years (ICONSUMERS, 2013).
17
According to UN figures, published in the report ‘World Population Prospects:
the 2012 revision’, overall, the number of people older than 60 years could more
than double, from 841 million in 2013 to 2 billion by 2050 (UN, 2014).
18
Data from the study conducted by the Escola do Futuro in partnership with
Telefonica Foundation with children and young people in rural and urban areas
of the five Brazilian regions.
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The European young remains approximately three hours
connected daily, and one of every six states to be online at the
same time that watches television19. In the European countries
12% of children already access the Internet through personal hand
devices (like mobile phones and tablets), with higher percentages
in Norway (31%) and the United Kingdom (25%) (GSMA, 2013).
Thus, it is generally accepted that children are turning
increasingly to the early use of mobile devices (especially mobile
phones) and the Internet connection (for social networks and
games) creating a new space of opportunity but also vulnerability.
In this sense, it is important that the hybrid television system
enables, in a short-term scenario, the implementation of
automated security and safety locks as well as parental control,
to help safeguarding minors exposed to inappropriate content,
interpersonal contacts of risk and cybercrime, while still respecting
the specificities of the applicable laws of each country20.
Given the generational specificities it is also a priority that,
in short-term, to meet the requirements for common usability
for managing and access to services and content, in view of the
different literacy levels arising not only from diverse age groups,
but also from multiple political, economical and sociocultural
scenarios between regions (in Brazil) and among other countries
(in Latin America, for example). In this perspective, interactive
TV must have a user-friendly interface, intuitive and adaptable to
user needs, including accessibility criteria that consider disabilities.
Digital Systems and social scenarios
The transition of the analog system to the digital has brought
different experiences to the region. One of the defended flags is
the offer, to the population, of interactivity options beyond the
basic local levels and the mere participation via remote control.
Although this (interactivity) has not yet reached large coefficients
either in the access or even in the supply of programming and
Mediascope Europe - IAB.
Concern that meets the guidelines set by the European Union for the
establishment of a common digital agenda between its countries.
19
20
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applications. Communication companies show little interest in
interactive services. Perhaps because they do not set a profitable
business model and the publicity remains the same, besides the
necessary changes in the traditional advertising forms.
On the other hand, these praxes show that cooperation
between national states is needed, through several forms of change.
One of the most important is the definition of communication
public policies that put together social, cultural and economic
aspects, in areas of international, national and regional
cooperation, enabling advances in DTV, and the expansion of
services supply, especially in interactive processes.
There are no doubts, according to the Relatório Brasil 4D
(ABDALLA; CHIANCA; CASTRO, 2013, p.187), that the
implementation process of iDTV has been going through several
stages. But the adoption of the system started at some basic
assumptions, such as:
[...] opportunity to ensure universal access to a multi-channel supply, which
traditionally was only found in payment services, and thus democratize its
access; the opportunity to revitalize and adapt the missions of the television
public service; the opportunity to allow the entry of new writers in television
system, which automatically would become a greater media pluralism;
the possibility of diversifying the business model and to consolidate the
industry’s economy; and the opportunity to generate a powerful independent
audiovisual production industry.
More than rising consumption, ensuring a broadcast
television, democratic, with low investment and broad access
it is fundamental to develop infrastructure to accommodate
the different stages of development. This requires appropriate
public policy, creating a supply chain with the participation of
broadcasters, public and private initiative; expansion of interactive
information supply, providing to the diverse audiences a range
of options in services and programs, able to give familiarity
with the use of technology. One of these possibilities requires
access the computer network and the interoperability of systems,
with delivery by broadband network of Internet connection
“hybrid” terminals, where broadcasters have independence
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in the production, packaging and distribution of programs,
offering solutions in large scale. It is therefore necessary that
communications policies are alert to these demands, aiming at
the public-private balance.
Unequal access to technologies and the slow implementation
of broadband have shown for the different countries of the Latin
American space, the digital divide is a reality for a significant
portion of its population, especially in the lower classes. There is
an effort of governments in the region to meet this demand, but
this has not been enough, although this development is essential
to minimize the digital gap (UIT, 2014).
Despite these efforts are important, and even considering the
increase in the penetration rate of broadband (fixed and mobile)
in the last five years, there are important gaps that deserve a joint
action in the region to guarantee that the ICTs are an enabling
factor of the potential for an inclusive society in the age of
information and knowledge. According the Relatório (UIT, 2014)
several initiatives are being carried out, aiming the mobilization
of human, technical and financial resources required for the
implementation of the established connectivity goals by the World
summit on Information Society. In Brazil, the National Broadband
Plan (Plano Nacional de Banda Larga (PNBL)) comprises a series
of measures to stimulate expansion in the quality and number
of operators in providing mobile service in wide range using
technology 3G and 4G, increasing competition and cheaper costs.
Final considerations
The technological gap between rich and poor points out the
differences between those who have access to broadband services,
convergence etc. and those who do not. This so-called “digital
divide” looms large differences between the people of the country,
showing that in some regions there is better infrastructure access.
Moreover, and equally important is the difference in connectivity
between segments of the population such as the elderly, low-
102
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income or areas (urban versus rural) within a single country,
leaving more evident technological gap.
Although with significant growth, as demonstrated below,
if one looks at the specificities of each country it can be
observed that within the demographic segments and in different
geographical areas the digital divide remains wide, even in the
countries with the highest penetration rates. In Brazil, for example,
the majority of population of the Southeast region uses more the
technologies than people who live in North or Northeast Regions.
Another form of exclusion is the digital gap between the young
and the elderly, which evidenced by the fact that most Internet
accesses are made young, especially before age 50. There is a
relation between the number of years of education and the use of
Internet: several national reports prepared by the Brazilian Institute
of Geography and Statistics show that only 7.2% of adults with less
than 4 years of formal education used the Internet last year. The
growth registered, especially in the last two years, does not exempt
governments and organized civil society to look for improvements
for the reduction and extinction of all forms of exclusion.
No doubt the media convergence (TV, Internet and
telecommunications) waves positively across the region, but there
are large parts of the population on the margins of the information
society and the benefits provided by digital networks. They are
called “digital excluded”, that make up the largest pool in Latin
America, forming the known digital divide or digital gap, a term
used by some authors, that extend the concept and refer to the
difference between digitally excluded and included. Overall, the
digital divide is directly related to poverty and poor education,
which generates the difficulty of using technology. In this sense, it
is essential to treat the education, culture and technology access
as instruments of democracy, able to create spaces for discussion,
planning and training beyond the arenas of the political system
of nations, but allowing a common interest area, opened to the
formation of public opinion on issues also related to everyday life.
Intercom – RBCC
103
References
ABDALLA, R., CHIANCA, L. C.; CASTRO, C. Brasil 4D. Estudo de
Impacto Socioeconômico sobre a TV Digital Pública interativa. Brasília: EBC
(Empresa Brasil de Comunicação), 2013.
BECKER, V.; ZUFFO, M. Interatividade na TV Digital: estado da arte,
conceitos e oportunidades. In: S. SQUIRRA; I. FECHINE. Televisão digital:
desafios para a comunicação. Porto Alegre: Meridional, 2009.p.68-89.
GSMA. The Mobile Economy 2013. (GSMA/A.T.Kearney). Report.
Available in: http://www.atkearney.de/documents/856314/1214748/BIP_
The_Mobile_Economy_2013.pdf/1d78cea9-9e18-40ec-98d5-783dfbd86620.
Accessed on: July 2014.
IBOPE. Marketing e Comunicação institucional. IBOPE Media. Brasil.
Media Book, 2013.
ICONSUMER. Global Research Initiative. Available in: http://www.mckinsey.
com/client_service/high_tech/iconsumer. Accessed on: July 2013.
ITAMARATY. BRICS. Available in: www.itamaraty.gov.br/temas/mecanismosinter-regionais/agrupamento-brics. Accessed on: July 2014.
ITU. International Telecommunication Union. Partnership on measuring
ICT for Development. Final WSIS targets review. Achievements, Challenges
and the way forward. Geneva Switzerland. Original language of publication
English, 2014.
MÍDIA DADOS. Mídia Dados Brasil 2013. Available in: https://mdb2013.
bbi.net.br/. Accessed on: July 2014.
MRE. Guatemala. Comércio Exterior. Divisão de Inteligência Comercial.
Ministério das Relações Exteriores – MRE. Departamento de Promoção
Comercial e Investimentos (DPR). Divisão de Inteligência Comercial (DIC).
Available in: MRE/DPR/DIC: http://www.brasilglobalnet.gov.br/ARQUIVOS/
IndicadoresEconomicos/INDGuatemala.pdf. Accessed on: July 2013.
NIELSEN. The age gap as global population skews older, its needs are not
being met. Available in: http://silvergroup.asia/blog/nielsens-global-report-onageing-consumers-a-wake-up-call-to-marketers/. Accessed on: July 2014.
ONU. World Population Prospects: the 2012. Available in: http://esa.un.org/
wpp/. Accessed on: July 2014.
104
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PASSARELLI, B.; JUNQUEIRA, A. H. Gerações Interativas Brasil. Crianças
e adolescentes diante das telas. São Paulo: Escola do Futuro/USP, 2012.
PORTO, C.; RÉGNIER, K. O ensino superior no mundo e no Brasil.
Condicionantes, tendências e cenários para o horizonte 2003-2025. Brasília:
Macroplan, 2003.
SANTOS, M. C. AT-autor - Criação de aplicações para TVDi por não
programadores. Revista Lumina. V. 7, n. 2, 9-1. Revista do Programa de PósGraduação da Universidade Federal de Juiz de Fora. Juiz de Fora: PPGCOM,
2013.
SARTI, I. et al. Por uma integração ampliada da América do Sul no século
XXI. V. 2. Rio de Janeiro: Perse, 2013.
SECOM. Secretaria de Comunicação social da Presidência da República.
Brasil. Available in: http://www.secom.gov.br/. Accessed on: July 2014.
UIT. Reporte post cumbre conectar las Americas. Visión General de la
banda ancha en América. Relatório. ITU Telecommunications Development
(Oficina Regional de la UIT para las Américas), 2014.
WAISMAN, T. Usabilidade em serviços educacionais em ambiente de TV
digital. São Paulo: Universidade de São Paulo. Tese de doutorado. Escola de
Comunicação e Artes da USP, 2006.
Associate Professor in History of Communication and Media Culture in
Latin America. Professor of the Graduate Program in Communication and
vice coordinator, and of the Graduate Program in Digital Television of the
Universidade Estadual Paulista Julio de Mesquita Filho (UNESP). Former
Post-doctoral researcher at the Post-graduation Program in Latin America
Integration of Universidade de São Paulo (Programa de Pós-Graduação em
Integração da América Latina da Universidade de São Paulo) - PROLAM/
USP. PhD in Social Communication at the Universidade Metodista de
São Paulo. Administrative Director of Socicom (Federação Brasileira das
Associações Científicas e Acadêmicas de Comunicação). Winner of the
Prêmio Luiz Beltrão (prize) – Category: Maturidade Acadêmica da Sociedade
Brasileira de Estudos Interdisciplinares da Comunicação (Academic maturity
of the Brazilian Society of Interdisciplinary Studies of Communication)
(2014). In the period of 2008-2011 was Documentation Director of Intercom
(Sociedade Brasileira de Estudos Interdisciplinares da Comunicação). Was a
scholarship student of Instituto de Pesquisa Aplicada (IPEA) – 2010-2013.
Intercom – RBCC
105
She was alternate director of Cátedra Unesco de Comunicação (1998-2010)
and author of several books and articles in the communication area. Email:
[email protected]
PhD in Social Communication at Universidade Metodista de São Paulo
(UMESP) Graduated in Social Communication Qualification in Radio and
TV in Faesa (Faculdade Espiríto Santense) (1999) and Master degree in
Media and Culture at Unimar (Universidade de Marília) (2006). Professor
in the Communication course of the Universidade Estadual Paulista Julio
de Mesquita (UNESP) Member of Comtec (Grupo de Pesquisa – Research
Group) and GEA (Grupo de Estudos Audiovisuais – Audiovisual Studies
Group), both accredited in CNPq. Has experience in communication, with
emphasis in Radio and Television, acting mainly in the following themes:
Digital TV, Digital Media and internet. Email: francisco.machadofilho@gmail.
com
Received on: 08.07.2014
Accepted on: 12.05.2014
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Intercom – RBCC
Save the date
1st GLOBAL ITV Workshop at UNESP
November 12-13, 2014
Bauru, SP, Brazil
Together with the opportunities arising from the current context of convergence
and digitization of media, especially television, also comes new demands.
Viewers start to looking for alternatives to an increasingly personal experience.
Producers try to adapt and create business models to this developing market.
Projects for Informational, Entertainment and Educational programs and
services are some of the possibilities to follow the changes and meet the arising
of the new trends and habits of television consumption in the daily routine,
considering the individuals needs. In this scenario, the Global ITV Project aims
to establish the basis for an interoperable global platform for interactive digital
television from a hybrid system based with the use of Ginga (Brazilian) and
HbbTV (European) models as platforms. The main goal is to create a model
that allows the coexistence of multiple solutions, leveraging the reach and
usability of features and services for Interactive and Connected TV.
To present the progress of the project, fostering the discussion and expand the
dialogue between the partners the Universidade Estadual Paulista "Júlio de
Mesquita Filho" will promote the 1st GLOBAL ITV Workshop at UNESP on
November 12-13, 2014, continuing the series of regional group meetings. The
seminar will be organized by the local committee of researchers and scholars,
under the coordination of Ph.D professors Ana Silvia Medola, Francisco
Machado and Maria Cristina Gobbi.
Details about the participants and the program will be timely disclosed.
We look forward to welcome you at this meeting.
About ITV Global: The project answered the MCTI/CNPq Nº 13/2012 call from
the Brazilian Council for Scientific and Technological Development (CNPq) and
it is part of the Brazil/European Union Cooperation Program, in partnership with
the Seventh Framework Programme (FP7/2007-2013, call FP7-ICT-2013-10.2).
About UNESP: The State University of São Paulo (UNESP) is a public
institution that maintains the College of Architecture, Arts and Communication
(Media Department and the Graduate Program in Digital TV) and Radio Center
Cultural and Educational Television – TV Unesp in an integrated campus at
Bauru – SP.
Intercom – Sociedade Brasileira de Estudos Interdisciplinares da Comunicação
XXXVII Congresso Brasileiro de Ciências da Comunicação – Foz do Iguaçu, PR – 2 a 5/9/2014
Cenários para uma televisão global interativa: desafios do
Projeto Global ITV para a América Latina1
Maria Cristina Gobbi2
Juliana C. G. Betti3
UNESP – Universidade Estadual Paulista Julio de Mesquita Filho
Resumo
Resultado do esforço de um grupo interdisciplinar de pesquisadores, liderado pelo professor
Dr. Marcelo Knörich Zuffo (CITI/USP) no Brasil e, no lado europeu, por Klaus Merkel
(IRT). No projeto matriz, denominado Global iTV, Interactive and Hybrid TV systems: a
new advanced scheme for future services and applications in a global environment, a
proposta central é desenvolver um padrão que possibilite a interoperabilidade dos diversos
sistemas de TV Digital a operarem de forma conjunta, trocando e utilizando informações.
O objetivo final é de criar o alicerce para uma plataforma global interoperável. O projeto
GLOBAL ITV recebeu financiamento European Union's Seventh Framework Programme
(FP7/2007-2013, call FP7-ICT-2013-10.2) sob contrato n ° 614087 e no Brasil do Conselho
Nacional de Desenvolvimento Científico e Tecnológico (CNPq) sob concessão Chamada
MCTI / CNPq N º 13/2012 e número do projeto 490088/2013-9.
Palavras-chave: Global ITV; Cenários Latino-americanos; TV Digital; Interatividade;
Unesp
Conhecendo o projeto Global ITV
O cenário da televisão digital nos estimula a pensar em muitas palavras que integram esse
novo panorama, tais como: digital, tecnologias, interatividade, cidadania, desenvolvimento,
inclusão social, sociedade, culturas etc. Cada uma, por si, já representa um desafio para os
estudos em comunicação. Se combinadas aos meios de massa, ao espaço Latino-Americano
e as ações realizadas na e pela sociedade globalizada, o leque de opções se amplia de forma
significativa.
1
Trabalho apresentado no GP Mídia, Culturas e Tecnologias Digitais na América Latina, na mesa de abertura do Global
ITV, do XXXVII Congresso Brasileiro de Ciências da Comunicação (Intercom) – Foz do Iguaçu, PR – 2 a 5/9/2014. O
texto integra o Projeto Global ITV, sendo parte do pacote de trabalho “Future Global Interactive Television Scenarios”,
sob a coordenação dos professores Doutores: Ana Silvia Davi Médola, Maria Cristina Gobbi, Francisco Machado Filho.
2
Pesquisadora. Pós-Doutora pelo Prolam-USP (Universidade de São Paulo – Brasil), Doutora em Comunicação pela
Universidade Metodista de São Paulo (Umesp). Vice-coordenadora e Professora do Programa Pós-Graduação Televisão
Digital da Unesp de Bauru. Professora do Programa de Pós-Graduação em Comunicação da mesma instituição.
Coordenadora do Grupo de Pesquisa Pensamento Comunicacional Latino-Americano do CNPq. Diretora Administrativa
da Socicom. Sócia da Intercom e da Rede Folkcom. Integrante do GP Mídia, Cultura e Tecnologias. E-mail:
[email protected]; [email protected]
3
Jornalista, mestre em Jornalismo pela Universidade Federal de Santa Catarina (POSJOR/UFSC) e bolsista DTI-A do
CNPq, pelo Projeto Global ITV. E-mail: [email protected]
1
Assim, é importante definir que a perspectiva desse texto busca evidenciar parte de um
cenário que está sendo construído para atender o Projeto denominado Global iTV,
Interactive and Hybrid TV systems: a new advanced scheme for future services and
applications in a global environment, coordenado Dr. Marcelo Knörich Zuffo, do Centro
Interdisciplinar de Tecnologias Interativas da Universidade de São Paulo (CITI/USP) e, no
lado europeu, por Klaus Merkel, líder do grupo de estudos voltados a radiodifusão do
Institut fuer Rundfunktechnik GmbH (IRT), Alemanha.
Integram o projeto 17 parceiros, sendo oito da Europa e nove do Brasil. No grupo europeu
estão representados quatro países diferentes: Alemanha, França, Suíça e Espanha. Dois
parceiros, a EBU e a Worldwide Web Consortium, são organizações de classe mundial. São
eles: Institut für Rundfunktechnik GmbH (IRT), Germany; Aqua Consult Ingenieros, S.L
(A-CING), Spain; Fraunhofer-Gesellschaft zur Förderung der angewandten Forschung e.V.
FOKUS
(FRAUNHOFER),
Germany;
TDF
(TDF),
France;
Abertis
Telecom
(RETEVISION), Spain; Symelar Innovación SLU (SYMELAR), Spain; European
Broadcasting Union (EBU), Switzerland; World Wide Web Consortium at GEIE ERCIM,
(W3C), France. No Brasil, o grupo é formado por seis universidades, representando três
regiões do país (Centro-Oeste, Norte e Sudeste). A Band, HXD, LSI-TEC são os
representantes do segmento profissional. São parceiros: Universidade de São Paulo (USP),
Universidade Católica de Brasília (UCB), Universidade Federal do Pará (UFPA),
Universidade Estadual Paulista “Júlio de Mesquita Filho” (UNESP), Associação do
Laboratório de Sistemas Integráveis Tecnológico (LSI‐TEC), Universidade Estadual de
Campinas (UNICAMP), Universidade Federal do ABC (UFABC), Rede Bandeirantes de
Televisão (BAND TV) e Interactive Television (HXD).
Para atender a amplitude da proposta, o Projeto foi dividido em 6 pacotes de trabalho:
(WP1) Gestão de Projetos, (WP2) Cenários de uso, Requisitos do sistema e validação do
usuário, (WP3) Desenvolvimento da Plataforma Global de ITV, (WP4) Desenvolvimento
de aplicações interoperáveis ITV, (WP5) Teste e avaliação, (WP6) Divulgação e formação
do Conselho ITV GLOBAL. De forma geral, cada parceiro é responsável por um dos
pacotes de trabalho, que engloba diversas subdivisões. No caso do Brasil, em cada
instituição, há equipes coordenadoras formadas por professores-pesquisadores e bolsistas
(graduação e pós-graduação), que participam das várias tarefas demandas pelo Projeto.
2
Muitas são realizadas de forma simultânea entre as instituições (nacionais e internacionais),
evidenciando o trabalho conjunto do consórcio.
Considerando que em diversos países está ocorrendo à transição do sistema de televisão
analógica para o digital, o Projeto apresenta como ideia central oferecer aos consumidores
recursos e serviços multimídia, resultado da convergência midiática e da difusão da banda
larga.
Muitos aparelhos de televisão vendidos na atualidade são chamados de TVs inteligentes
(iDTV) ou TVs conectadas (Smart TV). Esses novos aparelhos permitem tecnologia
integrada entre a Internet e a TV, além do uso do set-top box (utilizado como conversor).
Cada um traz características próprias para permitir essa interação, e atende as
especificidades dos países onde são desenvolvidos. Assim, os aplicativos escritos para um
sistema geralmente não são compatíveis com outro e vice-versa.
Trazendo a perspectiva de integração para a produção de conteúdos da mídia televisiva,
sabemos que nos processos de produção são gerados três tipos de sinais: áudio, vídeo e
dados. Estes são difundidos através de ondas eletromagnéticas e chegam até os usuários.
Esse processo, que compõe a etapa da radiodifusão, objetiva, principalmente, a codificação
das informações (áudio, vídeo e dados) até o destino de maneira a otimizar a largura de
banda ocupada, sendo esse um dos principais requisitos dos sistemas de telecomunicações
(ROCHA, 2011, p. 24).
De forma muito simplificada os objetivos dessas codificações das informações precisam
atender a compatibilidade tecnológica disponível com os processos de transmissão que
serão realizados posteriormente; implementar e concretizar a compressão dos sinais,
atendendo as especificidades da banda; fazer a análise do tipo de dados (analógico ou
digital) da fonte que serão alvo da compressão e implementar o processo. Todo esse
complexo deve levar em consideração ainda o tipo de sinal (áudio, vídeo ou dados), pois a
codificação é diferente para cada um dos sinais.
Uma das principais dificuldades na migração das mídias analógicas para as digitais está
ligada a dimensão das informações. “Uma sequência de vídeo e áudio digitais de alta
3
qualidade ocupa um grande espaço em disco. Com 3.7 minutos de vídeo na qualidade que é
usada no DVD (Digital Video Disk) convencional, sem compressão, os arquivos de vídeo
ocupam todo espaço de um DVD de 4.37 Gbytes”. Há uma padronização nos métodos de
codificação dessas informações, como a ITU-R (International Telecommunications Union,
Radiocommunication Sector), por exemplo, que juntamente com outros grupos de trabalho
desenvolveram vários padrões “[...] internacionais para a compressão de áudio e vídeo,
visando diferentes tipos de aplicação”. Dentre os principais padrões, estão: citar o Motion
Picture Experts Group - MPEG (ROCHA, 2011, p. 24).
Todo o processamento precisa funcionar de forma harmônica e para que isso seja possível é
necessário um padrão para definir a arquitetura do sistema. Atualmente, existem cinco
padrões de TV Digital no mundo. São eles (ROCHA, 2011, p. 25):
• ATSC (Advanced Television Systems Committee): Padrão adotado nos Estados
Unidos da América para o sistema de televisão digital.
• DVB (Digital Video Broadcasting): Padrão adotado na Europa para o sistema de
televisão digital.
• ISDB (Integrated Services Digital Broadcasting): Padrão adotado no Japão para o
sistema de televisão digital.
• DMB (Digital Multimedia Broadcasting): Padrão adotado na China para o sistema
de televisão digital.
• ISDB-Tb (Integrated Services Digital Broadcasting Terrestrial – Brazilian): Padrão
adotado no Brasil e em outros países da América Latina (veremos mais adiante no
texto) para o sistema de Televisão Digital.
Esse conjunto de características de funcionamento, operação e desenvolvimento têm suas
particularidades, e os objetivos comuns aos vários sistemas, dentre os quais podem ser
citados: “Utilização do espectro de radiofrequência existente na faixa de televisão;
Proporcionar o aumento das resoluções espaciais (vertical e horizontal) nos televisores
através da relação de aspecto 16:9; Aumentar a fidelidade e qualidade de som, empregando
o som multicanal; Otimizar o desempenho do sistema, em suas partes de transmissão e
recepção e garantir uma alta qualidade de experiência no sistema de recepção ao usuário”
(ROCHA, 2011, p. 29-30).
4
No que tange a adoção do sinal digital, o padrão brasileiro já foi escolhido por diversos
países da região (Ilustração 1) e neste sentido medidas urgentes precisam ser
implementadas quer no âmbito de políticas públicas, diálogo entre os vários sistemas em
operação, ampliação da produção comunicativa (jornalismo, entretenimento etc), educação
(uso e formação) e ampliação do acesso para a população, entre tantos outros.
Ilustração 1
Fonte: DTV (2014).
A desigualdade no acesso as tecnologias e a lentidão na implementação da banda larga (por
exemplo) têm evidenciado, para os diferentes países que compõem o espaço LatinoAmericano, que a exclusão digital é realidade para uma parcela significativa de sua
população, especialmente nas classes menos favorecidas. Há um esforço dos governos da
região para atender essa demanda, mas isso não tem sido suficiente, embora esse
desenvolvimento seja fundamental para minimizar a brecha digital (UIT, 2014).
Assim, o Projeto Global ITV vem trabalhando no sentido de criar uma plataforma comum,
desenvolvendo um sistema interoperável que permita a vários sistemas trabalhar de forma
integrada, em conjunto, trocando e utilizando informações (geral ou pessoal). O objetivo
5
final do Projeto é o de estabelecer as bases de uma plataforma interoperável global,
harmonizando diferentes soluções existentes nos domínios do interativo, híbrido, conectado
e da web TV em nível mundial, independente do sistema de transmissão (DVB, ISDB-T
(b), SBTVD etc).
Considerada a perspectiva da TV híbrida, pode-se afirmar que os objetivos do Global ITV
são (ZUFFO; DOSCH, 2012):
• Indicar as atitudes e tendências dos usuários com relação ao ambiente televisivo,
com atenção especial à sincronização com a segunda tela e uso das redes sociais.
• Analisar as tendências tecnológicas no campo da televisão interativa, considerando
as áreas geográficas e questões econômicas, políticas e sociais, focando nos
dispositivos móveis (ex. Tablets, Smartphones etc).
Muito mais que ampliação do consumo, é fundamental a garantia de uma televisão aberta
(como afiança o Governo brasileiro), democrática, com baixos investimentos e amplo
acesso. Para isso é essencial o desenvolvimento de infraestrutura capaz de abrigar aos
diferentes estágios de desenvolvimento; definição de política pública adequada, criando
uma cadeia produtiva com a participação de radiodifusores, iniciativa pública e privada;
ampliação da oferta informativa interativa, proporcionando às diversificadas audiências um
leque de opções em serviços e em programas, capazes de aflorar a familiaridade com o uso
das tecnologias.
Uma dessas possibilidades passa necessariamente pelo acesso a rede de computadores e
pela interoperabilidade dos sistemas, com entrega por meio da rede de banda larga de
terminais “híbridos” de conexão à Internet, onde os radiodifusores terão independência na
produção, no empacotamento e na distribuição dos programas, oferecendo soluções em
larga escala. Portanto, é necessário que as políticas de comunicações estejam atentas para
essas oportunidades e/ou necessidades, objetivando o equilíbrio público-privado.
O Global ITV acredita que a televisão digital interativa deve atender as demandas como um
serviço público e social, nas áreas da informação, entretenimento, acessibilidade e da
educação, considerando o uso individual e/ou combinado com outras plataformas e as
6
limitações técnicas, permitindo que inclusão digital ocorra a partir da inclusão social. A
primeira etapa do Projeto Global ITV traz em seu relatório diversos dados sobre os
diversificados cenário da Televisão Digital Interativa e o uso de outras tecnologias. O
material já está disponível na web e pode ser acessado de forma gratuíta4.
Comunicação como ponte entre as diversas tecnologias
Uma vez delineada, ainda que de forma breve, a proposta do Global ITV outros fatores
igualmente presentes nas análises do projeto entram em cena, tais como a necessidade na
ampliação do desenvolvimento de programas e aplicativos (Broadcast5 e Broadband6), que
possam atender as novas demandas sociais, além do amplo acesso as tecnologias pelos
cidadãos, a acessibilidade em todos os níveis, a interatividade e os consumidores
(telespectadores), que devem ter a liberdade de adquirir os aparelhos de televisão e os
receptores de qualquer fabricante, sem ficarem presos a determinados padrões.
Essa junção de ações imprescindíveis sugere a necessidade de padronização dos sistemas
existentes para a decodificação do sinal digital, expandindo significativamente o leque de
opções de produtos e serviços, embora já ocorram algumas similaridades nos padrões
atualmente em uso nos diversos países7. Mas é importante reforçar que para delinear esse
cenário tecnológico em nível global é fundamental considerar o que alguns autores chamam
de Internet aberta (neutralidade das redes), que permite aos usuários acessar conteúdos,
aplicações e serviços de sua escolha, garantia da qualidade do sinal, além de promover a
concorrência entre redes de acesso, serviços e provedores de conteúdo, buscando um
barateamento nos custos finais para o usuário, resultados da livre-concorrência.
4
Disponível em: https://www facebook.com/pages/Global-ITV/800040420014351?fref=ts
É o ato de transmitir algo, utilizando qualquer tipo de mídia, seja ela via ondas de rádio, satélite, cabos, fibras ópticas,
linhas telefônicas, etc. (TECNOMUNDO, 2014)
6
Banda Larga, uma forma qualquer de acesso rápido à Internet.
7
O padrão ATSC, por exemplo, implementa a transmissão em portadora única, denominado SCM (Single Carrier Mode)
com esquema de modulação 8-VSB (terrestre) e OAQM (Offset Amplitude Quadrature Modulation), enquanto os padrões
DVB e ISDB implementam a transmissão em multiportadoras, denominado MCM (Multiple Carrier Mode). O padrão
chinês, DMB-T utiliza ambas as técnicas de transmissão (MCM e SCM). O processo de digitalização de áudio é diferente
para o sistema americano, que utiliza o DOLBY AC-3. O nome DOLBY AC-3 refere-se à tecnologia de compressão de
áudio criada pela Dolby Laboratories. É importante notar, que os sistemas de transmissão dos padrões DVB-T, ISDB-T
(japonês), ISDB-Tb e DMB-T compartilham da mesma estrutura OFDM (Orthogonal frequency division multiplexing) de
transmissão, empregando o processamento das multiportadoras ortogonais. Na Figura 20, é possível visualizar no quadro
comparativo, as estruturas comuns de transporte MPEG para os padrões e o diferencial do padrão brasileiro no processo de
digitalização de vídeo e áudio com o uso do padrão H.264. (ROCHA, 2011, p. 20-30).
5
7
Igualmente, no cenário da América Latina a diversidade cultural, econômica, social e
política são fatores que devem ser considerados em todos os aspectos das ações a serem
implementadas. Somente desta forma será possível direcionar, de acordo com as demandas
de cada um dos países que compõe a região, as possibilidades de mudanças significativas na
produção de conteúdo audiovisual, aplicativos, plataformas de mídia, acesso, serviços e
redução das limitações técnicas, entre outros.
A região passa por um período de atenção especial aos objetivos de crescimento econômico
com geração de emprego, a estabilidade macroeconômica orientada para a inclusão social,
tendo como ação prioritária a luta contra a pobreza extrema. E a redução da brecha digital é
de fundamental importância como política de inclusão social.
Com referência ao Brasil, dados do Instituto Brasileiro de Geografia e Estatística (IBGE,
2013) indicam que 97,2% dos domicílios brasileiros têm aparelhos de televisão, num total
de mais de 61 milhões de lares. A população nacional chegou a 190 milhões, o que
representa um aumento relativo de 12,3% se comparado a 2000. Houve um aumento na
população adulta e idosa nos últimos 10 anos, sendo estimado que em 2015 o número de
crianças menores de 15 anos comporá menos de 22% da população. Após 2030 a proporção
de crianças na população total deve tornar-se menor do que de idosos, 13,8% e 14,6% da
população, respectivamente. A figura 1 demonstra alguns dados.
Figura 1 – Dados populacionais, Brasil
Quando comparamos os países da América Latina as diferenças são muito significativas,
desde o tamanho da população, altercações culturais, nível econômico, acesso e consumo de
mídias etc. A figura 2 mostra a variação populacional em alguns países que integram a
região.
8
Figura 2 – Dados populacionais de alguns países
Fonte: Wiki, 2014
De acordo com dados do Media Book, em pesquisa disponibilizada em 2014,
A economia da América Latina apresentou crescimento de 2,6% em 2013,
de acordo com a Comissão Econômica para a América Latina e Caribe
(Cepal). Somente no mercado publicitário, os 12 países auferidos pelo
IBOPE Media movimentaram, juntos, o equivalente a US$ 88,9 bilhões
em investimentos.
Na região, a TV aberta segue como o meio de maior concentração das
verbas destinadas à publicidade nos países. No Equador, por exemplo,
onde o consumo de TV aberta atinge 99% da população, os investimentos
publicitários no meio representaram 84% do total investido.
Internet
Em 2013, o consumo de internet aumentou em todos os países
pesquisados pelo IBOPE Media. Os maiores índices de crescimento foram
registrados na Costa Rica (+34%) e no Panamá (+15%).
Em países como a Colômbia, o acesso à rede atingiu índices de 72% entre
a população, com 80,5% dos internautas com conexão em casa.
Audiência
Durante 2013, as transmissões das Eliminatórias para a Copa do Mundo
Brasil 2014 e da Copa das Confederações estão entre os programas mais
assistidos em vários dos países pesquisados.
No Chile, os jogos aparecem entre os programas mais assistidos na TV
aberta tanto no período da manhã, como durante a tarde e a noite.
Impresso
O maior índice de consumo de revistas foi registrado na Colômbia (51%),
seguido do Equador (33%).
9
Na América Central, os jornais são lidos com frequência por 77% da
população da Costa Rica e 73% dos habitantes de Honduras.
No Brasil é interessante destacar também que 53% da população nunca acessou a internet e
52% não têm acesso à Internet em suas casas, o restante da população com acesso a internet
passa mais tempo online do que assistindo TV, por exemplo.
As mudanças advindas do uso das tecnologias têm representando um grande impacto na
sociedade latino-americana (igualmente, em outras regiões do mundo). Barcante (2014,
web) assinala que está ocorrendo uma mudança de paradigmas e que “[...] já vivemos 14
mudanças de paradigmas desde o final do século 20 a este início (pouco mais que a
primeira década) de século 21. São elas:














De analógico a digital
De físico a virtual
De átomos a bits
De serviços fixos a móveis
De coletivos a pessoais
De banda estreita a banda larga
De equipamentos dedicados a multifuncionais
De baixa a alta velocidade de transmissão
De comunicação por fio a sem fio
De monopólio a competição
De propriedade estatal a privada
De protocolos fechados a abertos
De unidirecionais a interativos
De comutação de circuitos a comutação de pacotes
Igualmente, assinala o professor (BARCANTE, 2014, web), passamos “[...] do rádio de
mesa ao rádio portátil. Do velho Toca-Discos analógico ao Walkman, ao Discman ou ao
iPod. Do Telefone de Mesa (fixo e coletivo) ao Telefone Celular (móvel e pessoal). Do
Mainframe ao PC, ao Laptop ou ao palmtop. Do Televisor ao DVD player portátil. Da velha
câmera lambe-lambe à câmera digital embutida no celular”.
De fato, estamos atravessando várias transformações, do analógico para o digital, do físico
para o virtual, do fixo para o móvel, do individual para o coletivo, entre tantas outras. Essas
mudanças evidenciam que diversas ações devem ser empreendidas quer no âmbito dos
governos, indústrias, radiodifusores, economia e mesmo da sociedade civil organizada.
Assim, no que tange ao processo de transição para o sistema digital da televisão que a
América Latina atravessa, é possível assinalar com destaque a necessidade de: subsídios
10
para a compra de TVs digitais e set-top boxes; o uso da faixa de 700 MHz para móvel de
quarta geração de banda larga (4G), que é atualmente ocupado por transmissões de TV
analógica; preparar a sociedade para o desligamento do sinal analógico a partir de 2015 até
2024, que deve ocorrer nos países que já adotaram o padrão digital e essa ação demandará o
acesso à mídia televisiva digital; diminuição do preço do set-top box para permitir a
migração para o digital entre as populações de menor renda; as políticas públicas que
orientam as ações do governo para a continuidade do sinal de televisão gratuito e aberto
para o cidadão devem estar alinhadas ao conceito de sustentabilidade da sociedade digital,
que considera a banda larga como essencial para o acesso universal, em todos os níveis de
estratégia, entre muitas outras.
Considerações Finais
O que as primeiras incursões nas análises dos dados do Projeto Global ITV têm
demonstrado é o que Garcia Canclini já nos alertava nos anos 1997, ou seja, estamos
formando uma cultura híbrida. Para o mestre Canclini (1997), a Cultura Híbrida deve ser
vista como o produto de "[...] processos socioculturais nos quais estruturas ou práticas
discretas, que existiam de forma separada, se combinam para gerar novas estruturas, objetos
e práticas" (1997, p. XIX). E isso é o que estamos tendo a oportunidade de protagonizar
com o uso combinado das tecnologias de informação e da comunicação.
Canclini (1997) ainda argumenta que,
No decorrer do século XX, com o desenvolvimento das tecnologias de
comunicação, o cinema; a televisão e a internet tornaram-se instrumentos
de trocas culturais intensas, e os contatos individuais e sociais passaram a
ter não um, mas múltiplos pontos de origem e não se sabe mais a origem
delas. As culturas de países distantes ou próximos se mesclam a essas
expressões, construindo culturas híbridas que não podem ser mais
caracterizadas como de um país, mas como parte de uma imensa cultura
mundial (1997, p. XIX).
Sem dúvida que para o século 21 as mudanças ainda serão mais significativas. A
interatividade e a imagem estarão cada vez mais na pauta do dia, a convergência digital é
um caminho sem volta, a educação deverá se adaptar a essas mudanças, incluindo no
aprender não somente o uso, mas a aplicação tecnológica desses desenvolvimentos etc.
11
Para a comunicação fica o desafio de que a segunda tela (seja ela através de celulares,
computadores, tablets etc) deve ser a experiência móvel que interage e cria impacto na
primeira tela, que é a televisão e onde exercitamos a comunicação. É necessário o
desenvolvimento de novos modelos de negócio para atrair desenvolvedores, consumidores,
produtores e outras perspectivas de negócios. A televisão, por sua vez, deve assumir o
conceito de TV pública, democrática, com conteúdo relevante e acesso para todos.
Na esteira do desenvolvimento a televisão sempre representou fator de “integração
nacional”. Com as possibilidades advindas da digitalização dos conteúdos, amparada pela
promessa de ampliação de aplicações e softwares, acesso a um canal de retorno, renasce a
esperança de uma participação efetiva do público, abrindo uma via bidirecional de
comunicação, ofertada pela possibilidade do broadcast, onde todos poderão falar, produzir,
interagir de forma mais efetiva e em larga escala. É nessa perspectiva que estamos
desenvolvendo o Projeto Global ITV.
REFERÊNCIAS
BARCANTE. Disponível em : http://professorbarcante.files.wordpress.com/2012/10/tendc3aanciastecnolc3b3gicas.ppt, acesso jul 2014.
CANCLINI, Néstor García. Culturas Híbridas - estratégias para entrar e sair da modernidade.
Tradução de Ana Regina Lessa e Heloísa Pezza Cintrão. São Paulo: EDUSP, 1997, p.283-350
DTV. Disponível em: http://www.dtv.org.br/informacoes-tecnicas/paises-que-adotaram-o-isdbtb/,
acesso jul 2014.
MEDIA BOOK. Disponível em: http://www.mediabook.ibope.com/ acesso jul 2014.
ROCHA, Carlos Augusto (et all). TV Digital: Introdução ao Sistema de Televisão Digital. Minas
Gerais: Fundação Instituto Nacional de Telecomunicações – Finatel, 2011.
UIT. Reporte post Cu
América. ITU Telecommunications Development (Oficina Regional de la UIT para Las Américas),
2014.
TECNOMUNDO. Disponível em http://www.tecmundo.com.br/, acesso em jul 2014.
ZUFFO, Marcelo Knörich; DOSCH, Christoph. Interoperability of Interactive and Hybrid TV
systems – A new advanced scheme for future services and applications in a global
environment. Projeto apresentado na chamada MCTI/CNPq Nº 13 / 2012. Brasil, 2012.
WIKI. Disponível em:
http://pt.wikipedia.org/wiki/Anexo:Lista de pa%C3%ADses da Am%C3%A9rica do Sul por po
pula%C3%A7%C3%A3o, acesso em jul 2014.
12
Version of
2016/01/22
Glossary
CA
Consortium Agreement
CoA
Coordination Agreement
DoW
Description of Work, Annex-1 of Project Proposal
EC
European Commission
IPR
Intellectual Property Rights
NDA
Non-disclosure agreement
PO
Project Officer
QA
Quality Assurance
R&D
Research and Development
URL
Uniform Resource Locator
WP
Work Package
Partner Acronyms
Acronym
Name
IRT
Institut fuer Rundfunktechnik GmbH, DE
A-CING
Aqua-Consult Ingenieros, S.L., ES
FHG
Fraunhofer-Gesellschaft zur Förderung der angewandten Forschung e.V. , DE
TARA
TARA Systems GmbH
TDF
TDF, FR
RETEVISION
Retevisión – AbertisTelecom, ES
SYMELAR
Symelar Innovación SLU, ES
EBU
European Broadcasting Union, CH
BAND TV
Rede Bandeirantes de Televisão, BR
HXD
HXD Interactive Television, BR
LSI-TEC
Associação do Laboratório de Sistemas Integráveis Tecnológico, BR
UCB
Universidade Católica de Brasília, BR
UFABC
Universidade Federal do ABC, BR
UFPA
Universidade Federal do Pará, BR
UNESP
Universidade Estadual Paulista “Júlio de Mesquita Filho” , BR
UNICAMP
Universidade Estadual de Campinas, BR
USP
Universidade de São Paulo, BR
W3C
World Wide Web Consortium at GEIE ERCIM, FR
TARA
TARA Systems Systementwicklung GmbH, DE
page 137
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2016/01/22
References
[1]
Description of Work – Annex I
[2]
[3]
[4]
Consortium Agreement
Customizing a Social Media Plan Wyoming Entrepreneur on Jan 23, 2014
Social Media Success: Creating & Implementing a Social Media Plan!
page 138
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2016/01/22
List of Figures
Figure 1: brochure for USP 1st Workshop............................................................................................................. 5
Figure 2: project brochure in English ................................................................................................................... 6
Figure 3: Project brochure in Portuguese ............................................................................................................ 7
Figure 4: second screen vs social media trends infographics ............................................................................. 10
Figure 5: Ubiquitous TV Scenario infographic .................................................................................................... 11
Figure 6: Event announcement at USP. ............................................................................................................. 18
Figure 7: reception and welcome of the audience ............................................................................................. 19
Figure 8: The open panel discussion Scenarios for an interactive Global Television: the challenges of the
GLOBAL ITV project at UFPA campus ......................................................................................................... 19
Figure 9: The congressmen interact with the exhibition of applications ............................................................ 20
Figure 10: Web flyer event at UNICAMP............................................................................................................ 21
Figure 11: UNICAMP Workshop. Photo by Daniel Barreto de Andrade. ............................................................. 21
Figure 12: Photo at the UFABC event. ............................................................................................................... 22
Figure 13: 1st UCB Workshop ............................................................................................................................ 23
Figure 14: USP researchers and the participants ............................................................................................... 23
Figure 15 - Professor Maria Ataide Malcher and Camilo Centeno welcome the participants ............................. 24
Figure 16: Camilo Centeno and Prof. Lyn Pemberton in 2nd UFPA Workshop ................................................... 25
Figure 17 - Signing of the voluntary cooperation agreement between RBA TV and UFPA under the project ..... 26
Figure 18: UNICAMP Researcher Gabriel Trevisan and the participants ............................................................ 27
Figure 19: Web flyer event at UFABC................................................................................................................. 27
Figure 20: GLOBAL ITV workshop at UFABC ....................................................................................................... 27
Figure 21: GLOBAL ITV workshop at UFABC ....................................................................................................... 28
Figure 22: Web flyer event at UNESP................................................................................................................. 28
Figure 23: Alan César Belo Angeluci (USCS/CITI-USP), Ana Silvia Davi Médola (UNESP), Marcelo Zuffo (USP),
Carlos Sabino Caldas (UNESP) and Alexandre Kieling (UCB) ....................................................................... 29
Figure 24: Flyer of the UCB Workshop ............................................................................................................... 29
Figure 25: GLOBAL ITV researchers Alexandre Kieling and Gustavo Calixto ....................................................... 30
Figure 26: UCB Workshop participants .............................................................................................................. 30
Figure 27: Christian Keimel (IRT) presenting GLOBAL ITV at EBU Broadthinking ................................................ 31
Figure 28: first session flyer at SET EXPO ........................................................................................................... 32
Figure 29: Session 2 flyer at SET EXPO ............................................................................................................... 33
Figure 30: GLOBAL ITV researchers and demonstation at SET Expo ................................................................... 33
Figure 31: Presentation of HbbTV apps and GLOBAL ITV project in BIT 2014 in Madrid..................................... 34
Figure 32: web flyer event promotion by USP for TDC ....................................................................................... 35
Figure 33: photo of the TDC Conference ............................................................................................................ 35
Figure 34: Event flyer. Panel: Technological innovation and their impact on the production and reception
processes of ITV Products. ......................................................................................................................... 36
Figure 35: Web flyer event promotion by USP on Intercom. ............................................................................. 37
Figure 36: Event announcement, INTERCOM 2014. Source: Facebook fanpage of the event. ............................ 37
Figure 37: Researcher and Professor Alan Angeluci and the audience at UNESP ............................................... 38
Figure 38: Researcher and Professor Alan Angeluci during the panel ................................................................ 38
Figure 39: IRT Booth at IBC2015 ........................................................................................................................ 39
Figure 40: GLOBAL ITV poster for ICT2015 ......................................................................................................... 39
Figure 41: GLOBAL ITV Brochure for ICT2015..................................................................................................... 40
Figure 42: Testing the GLOBAL ITV signalling at the 23th HbbTV interoperability workshop ............................. 41
Figure 43: GLOBAL ITV at Inter bee.................................................................................................................... 42
Figure 44: Inter bee pictures ............................................................................................................................. 42
Figure 45: Prof. Marcelo Zuffo at Inter Bee ....................................................................................................... 43
Figure 46: evolution of the GLOBAL ITV website design .................................................................................... 51
Figure 47: Number of sessions per week. Source: GLOBAL ITV Google analytics ............................................... 52
Figure 48: countries where the users come from to our website ....................................................................... 52
Figure 49: Evolution of GLOBAL ITV Twitter account followers. Source: www.dashbro.com ............................. 54
page 139
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Figure 50: Where are GLOBAL ITV followers from? Source: www.dashbro.com................................................ 54
Figure 51: seniority of GLOBAL ITV LinkedIn group followers. Source LinkedIn ................................................. 56
Figure 52: evolution of GLOBAL ITV LinkedIn group followers in the last 12 months. Source: LinkedIn ............. 56
Figure 53: number of people reached by GLOBAL ITV posts. Source: Facebook ................................................ 57
Figure 54: evolution of likes on GLOBAL ITV facebook page. Source: Facebook ................................................ 57
Figure 55: some GLOBAL ITV news .................................................................................................................... 58
Figure 56: more GLOBAL ITV news .................................................................................................................... 58
Figure 57: presence in web media ..................................................................................................................... 59
Figure 58: some news about GLOBAL ITV .......................................................................................................... 59
page 140
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2016/01/22
List of Tables
Table 1: dissemination tools and targeted audience ........................................................................................... 4
Table 2: GLOBAL ITV Workshops dates .............................................................................................................. 17
Table 3: Social media networks followers comparison ...................................................................................... 53
Table 4: GLOBAL ITV Twitter statistics ............................................................................................................... 55
Table 5: External and Internal events assisted and/or organized by GLOBAL ITV project members in 2014 ...... 61
Table 6: External and Internal events assisted and/or organized by GLOBAL ITV project members in 2015 ...... 62
Table 7: summary of attendance to events ....................................................................................................... 64
Table 8: Summary of scientific and online publications ..................................................................................... 64
Table 9: GLOBAL ITV training activities. 1st year. ............................................................................................... 64
Table 10: GLOBAL ITV training activities. 2nd year. ............................................................................................. 65
Table 11: users and followers in social media and the webpage ....................................................................... 66
page 141

Final Dissemination report

Transcription

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