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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast April 2008
22@Update Breakfast April 2008
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The audiovisual sector must adapt to new types of consumption.

The real change in the audiovisual sector is happening in its content, especially the way in which new generations relate to this sector. IT (information technology) is playing a fundamental role in this change, since young people access the audiovisual world using this instrument and interact with it in a totally different way.

April.s 22@ Update Breakfast focused on the audiovisual sector in Catalonia, and two reports from the Barcelona Strategic Metropolitan Plan were presented.

Imma Tubella, rector of the Open University of Catalonia (UOC), presented the first report titled .Audiovisuals in Catalonia. A running engine?.

Industrial companies are giving way to a new economic and social structure that is based on knowledge and developed using ICT (information and communication technologies). .Knowledge is the new global factory and productive engine of the community,. explained Tubella, who also said, .22@ is a metaphor for this transition..

Over the last ten years in Catalonia the quaternary sector (health, education, research and government) has experienced strong growth and made up 20% of the region.s jobs in 2003. One fourth of this group is made up of workers from the audiovisual sector. However, around 2005 the numbers began to descend as the result of many companies moving to Madrid.

Catalonia has a relatively strong audiovisual industry, with some companies that are the engines of the sector, which have global distribution, and a number of small and medium sized businesses that contribute to expanding and consolidating production. Digitalization of all types of content related to the promotion of ICT and the transformation of consumption habits make it necessary for the audiovisual industry to adapt and become a motor of the economy.

.The real revolution is taking place in usage,. commented Tubella. The way users relate to the audiovisual sector differs depending on their age. Young people use the Internet most; they have more technological equipment, participate in social networks, and watch television series on YouTube before they are broadcast.

As a result, there are three challenges the audiovisual sector must face: consolidating the industry in order to avoid dislocation, internationalizing the sector and attracting international investment.

David Xirau, director of New Projects for the Mediapro Group, presented the second report titled .The high-definition market in the Barcelona Metropolitan Area of influence..

Applying HD (high-definition) in the audiovisual sector is both a challenge and an opportunity because Spain does not yet have a wide range of service providers despite the incorporation of DTT (Digital Terrestrial Television).

In Catalonia there are a number of factors that condition the introduction of high-definition:
  • The need for digital platforms where professionals can work on R&D.
  • The high cost of HD ready televisions, which conditions purchases.
  • The scarcity of supply.
It is true that there are sectors developing HD contents: films, sports, documentary and fictional series (especially from USA). However, in order to improve HD in the Barcelona metropolitan area, the following actions must be taken:
  • Launch an information and promotion campaign.
  • Increase supply in the existing market.
  • Broadcast live programs in cinemas, like one in Barcelona and a number in Madrid did during the last Football World Cup.
  • Create a common space where professionals from the sector can interact, like the one in Sant Just Desvern.
  • Invest in the sector.
  • Foster high-resolution scanning of heritage archives.
Innovator of the month Antoni Esteve, president of the Lavinia Group, presented his company and TV 3.0.

Lavinia is an interactive television service and content provider, founded in 1994. 663 professionals from the fields of journalism, engineering, production, management and consulting currently work at the company. Their annual turnover is around 36 million euros.

.Television was born in 1929 and in less than 80 years it has become the third activity we devote more time to, after working and eating,. commented Esteve. However, the way new generations relate to television is changing. And information technologies (IT) are responsible for this change.

These changes are related to content, with new ways of receiving and broadcasting content, which differs from that of traditional media. Among the differentiating elements are: the possibility of storing and returning to content; simplification and use of live broadcast with cameras that can connect from anywhere without the need for external elements; virtual reality; on-line programs and game systems that recognize the users movements.

In this way, Television 3.0 must incorporate everything from the previous generation while, at the same time, simplifying all the elements. There will be a single screen for television, mobile phone and computer that will be used differently depending on the situation.

To finish up April.s breakfast, Josep Miquel Piqué, managing director of 22@Barcelona, spoke of the news in the district:
  • The inauguration of the Imagina Audiovisual Center and the Spanish National Radio headquarters.
  • The recently held 14th Investment Forum in Barcelona.

LAVINIA is a service group that centers its work on communication and technology, offering solutions that range from content production to scheduling.

Catalonia has a strong audiovisual industry, with some companies that move the sector and a number of small and medium sized businesses that contribute to the expansion and consolidation of production.

It is important to analyze young people.s new consumption habits so the audiovisual sector can adapt to the new ways of broadcasting and receiving information.


.I really enjoyed David Xirau talk. Mediapro is leading the audiovisual sector. I think it.s very important to find new technology and innovations in the audiovisual sector in order to stand out a little above other options..

.There is a mix of concepts and I don.t think anyone spoke about TV channels. They spoke about high-definition, broadcasting. but no one mentioned cyber to the home, which is necessary but not enough on its own. It.s necessary in order to push the rest forward..

.I thought it was really interesting. It started off really well and ended brilliantly. I like the phrase creative technology..

  • Television 3.0 is a platform that aims to be a democratic, collective and personalized television, based on contributions from all users and the idea of sharing on-line video contents freely.
  • The term high-definition refers to the number of pixels or horizontal and vertical lines that make up a scene. The more pixels, the better the definition of textures, outlines and gradients of color. Meaning, the picture will be better quality and have more detail.
  • Networks are ways to interact socially where there is a dynamic exchange among people, groups and institutions in complex contexts. It is an open system, in permanent construction, where groups with similar needs and problems participate and organize in order to make the most of their resources. In the case of social networks on the Internet, we can interact with other people, even if we.ve never met them, because the system is open to all and created with whatever each individual contributes. Moreover, it changes depending on who leaves and who signs up.
To download Imma Tubella and David Xirau's corporate portfolio, please click on the following links:

Imma Tubella

David Xirau


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