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Telekom Austria: Multimedia Content Becomes Major Growth Driver for Industry
Vienna, October 28, 2004 - Broadband Technology Brings Changes to the Media Sector – Broadband Opens up Chances for Local Austrian Content Industry – Next Generation Media (NGM) from Telekom Austria: For the First Time TV, Internet, Video and e-Commerce on Joint Platform – New Medium "Buntes Fernsehen Engerwitzdorf"
According to Helmut Leopold, Head of Platform and Technology Management at Telekom Austria: "The convergence of broadband-based television, video, Internet and telephony will newly shape established market conditions in the media branch." Leopold's comments were on the occasion of the symposium "Du sollst dich bewegen…" (You should get moving) organized by the "arge creative wirtschaft austria/Austrian Federal Economic Chamber". Besides serving to present a new incentive program for multimedia, design and music, the purpose of this experts meeting was to prepare for a world conference on creativity and IT for the UN World Summit on the Information Society in 2005.
The distribution channel broadband makes it possible to transmit diverse combinations of television programs, videos, music, data, texts and images as multimedia and interactive services.
Through individual broadband access it is possible to realize tailored productions inexpensively, also for small target groups. Helmut Leopold: "This creates changes for a new local content industry, which is particularly important for a small country like Austria."
Today Telekom Austria's broadband ADSL network provides coverage for 86% of Austrian households. By 2007 technical provision is planned for roughly 95%.
Next Generation Media Unites Media Worlds Previously Separated
"What is most important now is the provision of attractive and creative content," says Helmut Leopold, in defining the next priorities besides further broadband rollout. With its new technology platform "Next Generation Media" (NGM) Telekom Austria wants to stimulate this content production. On a joint platform multimedia, TV and interactive applications are integrated, therefore uniting the previously separated worlds of television, Internet, video and e-commerce. Leopold concludes: "Multimedia, combined with the interactivity of Internet, will determine how media is used in the future. This will equally revolutionize the mobile use of media, because Telekom Austria's NGM will not only transmit content to stationary television sets or PC's, but to mobile end-devices such as laptops or PDA's."
"Buntes Fernsehen Engerwitzdorf": A New Kind of Local Communication
How a completely new medium can evolve through the deployment of broadband technology is demonstrated by Telekom Austria's pilot project "Buntes Fernsehen" (multi-colored television) in the Upper Austrian community of Engerwitzdorf. "Buntes Fernsehen" is the ability to exchange stories, reports and information via ADSL. The medium adapts to the needs of the people. No one has to look at all the different programs; one chooses what one wants to see, when one wants to see it. "Buntes Fernsehen" is not simply television via broadband. Buntes Fernsehen is a completely new kind of local communication – TV by people from Engerwitzdorf with people from Engerwitzdorf for people from Engerwitzdorf.
For further information please contact:
E-Mail: oeffentlichkeitsarbeit@telekom.at
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