Emilio Azcárraga Jean La transformación del Televisa Grupo Televisa 1 Cadena de valor de la industria AGENCIAS DE PUBLICIDAD Campañas ANUNCIANTES Plan de medios AGENCIAS DE MEDIOS Audiencia Audiencia DISTRIBUIDORAS (majors) PRODUCTORAS INDEPENDIENTES Servicios online Posproducción Grabación Empresas de servicios audiovisuales Derechos Programas Instrumentos de apoyo y ayudas a la producción TV Nacionales, regionales y locales En abierto: analógica, digital, IP De pago: cable, satélite, ADSL Buen comportamiento Subvenciones Programas Onda cable satélite ADSL Tiempo Buen comportamiento EXPECTADOR Sms Cuotas Protección propiedad intelectual Organismos gubernamentales Leyes y normativas del sector Seguimiento y control Fuente: La TDT: un negocio imposible?. Juan Villanueva Galobart y otros autores. Ediciones Deusto 01
2. Television in the video continuum value chain, 2007-2012 Advertisers Conventional TV Speciality TV (cable channels) Pay TV PPV Cable and satelite Set-top boxes, PVRs, EPGs, etc. VOD Early Internet applications Consumers Peer-to-peer Industry - produced Internet streaming to devices/storage Content Producers Internet streaming to devices/real time Consumergenerated Home video Movie theatres 02
3. Inversiones en tecnología hechas por cadenas de televisión Revenue ($m) YoY Growth (%) 80,000 8 60,000 6 40,000 4 20,000 2 0 2006 2007 2008 2009 2010 2011 2012 0 North America Western Europe Year on year growth Source: Datamonitor 4. Participación por región en el mercado publicitario mundial 2009 África y Medio Oriente Europa Oriental América Latina América del Norte Europa Occidental Asia y Pacífico Fuente: Asociación Argentina de Agencias de Publicidad. 03
5. Evolución del mercado mundial de publicidad (variación anual en %) 8% 4% 6,3 1,1 2,2 4,1 5,8 0% -4% -8% -12% -9,8 2006 2007 2008 2009 2010 2011 Fuente: ZenithOptimedia 6. Estimaciones sobre la evolución del mercado mundial de la publicidad Periódicos Revistas Televisión Cine Exterior Internet -5% 0% 5% 10% 15% 20% 2010 / 2009 2011 / 2010 2012 / 2011 Fuente: Zenith Optimedia global adspend forecast July 2010 04
7. Gasto publicitario mundial por medio de comunicación 1980-2006 Percentage of Ad dollars by media 25% 20% 15% 10% 5% 0% 80 82 84 86 88 90 92 94 96 98 00 02 04 06 Cable TV Magazines Internet Broadcast Newspaper Outdoor Direct Mail Source: McCan Erickson Worldwide, Bear Stearns & Co., Inc.; chart does not include Yellow Pages advertising, or the miscellaneous advertising sources. 8. Gasto publicitario mundial por medio de comunicación (2009-2013) Millones, precios actuales 2009 500.000 400.000 300.000 200.000 100.000 Internet Exterior Cine Televisión Revistas Periódicos 0 2009 2010 2011 2012 2013 Fuente: Zenith Optimedia Global Adspend forecast December 2010 05
9. Mercado publicitario EEUU 2009 The Internet has continued to grow in significance when compared to other ad-supported media TV Distribution 20.2 Newspapers Internet TV Networks-Cable TV Network Directories Consumer Magazines Trade Advertising Out of home 6.0 7.5 10.0 12.1 14.0 15.5 20.4 22.7 24.6 $ billons 10 20 30 Sources: IAB Internet Ad Revenue Report; PricewaterhouseCoopers 10. Cambio en financiación de la TV a nivel mundial Millones de dólares (USD), precios actuales 300 250 200 94,9 130,6 113,1 121,2 152,5 150 100 50 0 141,7 129,4 134,1 119 121,9 24,4 24,8 24,9 25,7 28,6 2006 2007 2008 2009 2013 Suscripciones Publicidad Fondos públicos Fuente: IDATE 06
11. Projected and actual global growth by segment (2009) PWC's predictions at start of 2009 of company and consumer migration to digital platforms versus what actually happened. Chart shows that move towards digital surprised PWC by speed and magnitude in almost all segments. Except e.g. Video games. Internet Access TV Subscriptions and License Fees Internet Advertising Fimed Entertainment Video Games Consumer and educational books Recorded music TV Advertising Business-to-business Consumer magazine publishing Newspaper publishing Out-of-home % growth -10-5 0 5 10 2009 projected 2009 actual 07
12. TV del futuro Worldwide shipments of Internet Ready CE (Consumer Electronic) equipment (million units) 2005 2006 2007 2008 2009 2010 2011 2012 Cable set-top boxes 4.4 6.6 8.5 12.2 14.4 16.2 18.4 19.6 Satellite set-top boxes 0.5 1.3 1.7 3.7 5.0 7.5 10.0 11.2 TV sets 0.4 1.5 2.7 4.9 9.6 14.0 19.5 25.9 DVD components 2.5 5.7 8.6 11.4 15.1 19.3 26.2 44.9 Video game consoles 9.2 14.9 30.1 40.5 39.4 34.6 31.2 29.3 Audio equipement 1.0 2.2 4.0 7.0 12.0 20.0 32.0 45.0 Digital media adapters 0.5 0.5 1.5 2.0 2.5 3.0 3.5 3.8 Media servers 0.1 0.3 0.6 0.9 1.2 1.6 2.2 2.5 TOTAL 18. 6 33.0 57.9 82.6 99.2 116.2 143. 0 182. 3 Fuente: DigiWorld Yearbook 2009 Enter/IDATE 13. Streaming video gaining material market share of Internet/mobile usage North America downstream fixed-access. Peak hour Traffic share by application, 9/10 Other traffic 26 HTTP 23 Netflix 21 YouTube 10 Bit Torrent 8 Flash Video 6 RTMP 6 0% 10% 20% 30% Streaming video up to 37% of Internet traffic during tradicional TV hours Streaming video Other web traffic North America mobile peak hour traffic. Share by application, 9/10 vs. 1/10 Jan 2010 Sep 2010 36 32 41 6 3 8 10 0% 50% 26 18 4 6 10 100% Mobile video= 41% of peak hour traffic. Up from 27% in Sep 2010 January. Web browsing Real-time entertainment P2P filesharing Secure tunneling Social networking Otros Source: Morgan Stanley, December 2010 08
14. The web is dead. Long live the Internet 3% 24% Proportion of total us Internet traffic 10% 51% 5% 4% 57% 23% 23% 1990 2000 2010 WEB FTP EMAIL TELNET DNS NEWSGROUPS PEER-TO-PEER VIDEO Other Sources: Cisco estimates based on CAIDA publications, Andrew Odlyzko in: Chris Anderson and Michael Wolf 09