The Video Entertainment industry is passing through a period of great changes started some decades ago. It involves a complete paradigm shift caused by the digital transformation and characterized by a totally new way to access to video contents. It has started shifting from analogical to digital transmission, and now it is possible to see its last developments with the most recent distribution standards of the digital terrestrial television combined with the introduction of the Internet services in the broadcasting world. The aim of the thesis is to study the current state of the Video Entertainment industry in Italy and the effects of the introduction of DVB-T2 on it, deepening the comprehension of this theme and answering to specific questions that were not completely treated in the literature. In fact, by analysing and studying many documents and researches, some gaps were found in the scientific literature. For example, these gaps concerned the way in which Video Entertainment players establish strategic alliances with each other, the economic impact of the transition to DVB-T2 on Italian traditional broadcasters, and the evolution of contents, customer behaviours, and fruition models after the advent of the new digital terrestrial television. Nowadays, players in the Italian video market have changed compared to years ago. New players have entered the market disrupting the competitive strategies that characterized the environment up to that moment. Before the advent of OTTs, the market was fully controlled by traditional companies strongly competing with each other. Today, they are willing to sign contracts even with direct competitors and new entrants in order to be sustainable in the long term, following and feeding the co-opetition phenomenon, a competitive-cooperative trend emerged in recent years. Furthermore, traditional players are forced by the DVB-T2 transition to adapt their contents, platforms, and services to the new digital trends, integrating video on demand and offering cross-device video contents. This will release the constraint imposed by the television set of watching their video contents exclusively in a linear way and from a fixed location.
L'industria dell'Intrattenimento Video sta attraversando un periodo di grandi cambiamenti, iniziato alcuni decenni fa. Si tratta di un completo cambio di paradigma causato dalla trasformazione digitale e caratterizzato da un modo totalmente nuovo di accedere ai contenuti video. È iniziato passando dalla trasmissione analogica a quella digitale, ed ora è possibile vedere i suoi ultimi sviluppi con i più recenti standard di distribuzione della televisione digitale terrestre combinati con l'introduzione dei servizi Internet nel mondo del broadcasting. L'obiettivo della tesi è quello di studiare lo stato attuale dell'industria dell’Intrattenimento Video in Italia e gli effetti dell'introduzione del DVB-T2 su di essa, approfondendo la comprensione di questo tema e rispondendo a domande specifiche che non sono state completamente trattate in letteratura. Analizzando e studiando molti documenti e ricerche, infatti, sono emerse alcune lacune nella letteratura scientifica. Tali lacune hanno riguardato, ad esempio, il modo in cui i player dell’Intrattenimento Video stringono tra loro alleanze strategiche, l'impatto economico del passaggio al DVB-T2 sulle emittenti tradizionali italiane, l'evoluzione dei contenuti, dei comportamenti dei clienti e dei modelli di fruizione dopo l'avvento della nuova televisione digitale terrestre. Oggi, rispetto ad anni fa, gli attori del mercato italiano dei contenuti video sono cambiati. Nuovi player sono entrati nel mercato stravolgendo le strategie competitive che fino a quel momento ne avevano caratterizzato l'ambiente. Prima dell'avvento degli OTT, il mercato era completamente controllato da aziende tradizionali in forte competizione tra loro. Oggi esse sono disponibili a sottoscrivere contratti anche con concorrenti diretti e aziende appena entrate nel mercato in modo da essere sostenibili nel lungo periodo, seguendo e alimentando il fenomeno della coopetizione, un trend competitivo-cooperativo emerso negli ultimi anni. Inoltre, gli attori tradizionali sono costretti dalla transizione DVB-T2 ad adattare i propri contenuti, piattaforme e servizi alle nuove tendenze digitali, integrando video on demand e offrendo contenuti video multi-dispositivo. Ciò libererà il vincolo imposto dal televisore di guardare i propri contenuti video esclusivamente in modo lineare e da una postazione fissa.
Snapshot of the video entertainment industry's transformation and an analysis of the effects of DVB-T2 switch-off on broadcasters' strategies and business models in the Italian market
Vaccari, Matteo;ARNOLDI, ROBERTO
2020/2021
Abstract
The Video Entertainment industry is passing through a period of great changes started some decades ago. It involves a complete paradigm shift caused by the digital transformation and characterized by a totally new way to access to video contents. It has started shifting from analogical to digital transmission, and now it is possible to see its last developments with the most recent distribution standards of the digital terrestrial television combined with the introduction of the Internet services in the broadcasting world. The aim of the thesis is to study the current state of the Video Entertainment industry in Italy and the effects of the introduction of DVB-T2 on it, deepening the comprehension of this theme and answering to specific questions that were not completely treated in the literature. In fact, by analysing and studying many documents and researches, some gaps were found in the scientific literature. For example, these gaps concerned the way in which Video Entertainment players establish strategic alliances with each other, the economic impact of the transition to DVB-T2 on Italian traditional broadcasters, and the evolution of contents, customer behaviours, and fruition models after the advent of the new digital terrestrial television. Nowadays, players in the Italian video market have changed compared to years ago. New players have entered the market disrupting the competitive strategies that characterized the environment up to that moment. Before the advent of OTTs, the market was fully controlled by traditional companies strongly competing with each other. Today, they are willing to sign contracts even with direct competitors and new entrants in order to be sustainable in the long term, following and feeding the co-opetition phenomenon, a competitive-cooperative trend emerged in recent years. Furthermore, traditional players are forced by the DVB-T2 transition to adapt their contents, platforms, and services to the new digital trends, integrating video on demand and offering cross-device video contents. This will release the constraint imposed by the television set of watching their video contents exclusively in a linear way and from a fixed location.| File | Dimensione | Formato | |
|---|---|---|---|
|
2021_10_Arnoldi_Vaccari.pdf
accessibile in internet per tutti
Descrizione: Testo della tesi Arnoldi e Vaccari
Dimensione
2.48 MB
Formato
Adobe PDF
|
2.48 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/179533