Table A2 Quotes from panelists on the... | Emerald Publishing

Table A2

Quotes from panelists on the most important and likely 5G-dependent changes in the media market

Market change	Excerpts from respondents
Wireless solutions are increasingly used in media production	“Outdoor production, for instance sports competitions, [their] cables are replaced with 5G connections. For instance, when the focus is on outdoor production [carried out] in vehicles, the network is linked to [the vehicles]” (Development manager, media company A)
5G becomes a substitute technology for distributing TV and radio content	“[5G technology] will replace FM broadcasting technology [radio] and TV DVB-T2 [digital video broadcasting – second generation terrestrial]” (Development manager, media company A)
More AR and VR-based services	“In the future, 5G networks will enable many kinds of VR and AR applications, and consequently, a change in media use. The movie and sports event experience may change considerably, as movies or, for instance, soccer games are in the future followed through VR from your home coach. Or maybe in the pub on site, in the same ways as earlier” (Director, mobile operator A) “An authentic, real-time VR/AR experience offers considerable development opportunities and new revenue streams for media services: watching sports events, gaming, educational solutions (schools, self-study, different B2B solutions etc.), cultural experiences (art shows, music, theatre etc.) and entertainment more generally” (Director, solutions and software provider) “The birth of virtual media–if processing and image formation technologies develop in the current pace, I believe virtual media will develop during the 5G-era. By virtual media I mean virtual access to, for instance, the news action site. Put your VR glasses on and jump into the Syrian war or the cockpit of a Mars rocket. It can also be 360 streaming” (Business director, media company B)
Increased Quality of Service	“Increased connection speed offers a better media experience in terms of quality, 4K and 8K HD technology etc” (Director, solutions and software provider) “The rise of technical quality: more capacity, speed, less latency, better picture quality” (Development manager (media technology), media company A)
Easier and more flexible production and distribution	“Flexibility in production and distribution. There is no longer a need for dedicated [separately built] wireless production or distribution networks” (Development manager (media technology), media company A) “The production of media will be easer (technically). For instance, filming sports broadcast does not require a professional anymore” (Innovation manager, mobile operator B) “The production costs for media content may decrease, as live production can be done over the mobile network anywhere” (CEO, media company D)
Mobile as a communication channel strengthens	“5G technology strengthens mobility and the status of mobile as a communications channel but will not revolutionize it. As the concept of media consumption is still more [focused on] mobile, the impact may be surprising: media content has to be in such a format that it can easily be consumed anywhere, in your coach, in traffic, when walking in the street; in text, pictures, especially as sound. This means that, for instance, the significance of video or other immersive tools as means of conveying news (they require capacity) may even diminish” (CDO, media company C) “5G together with new packaging methods will also make high-quality mobile content available” (CEO, VR-technology startup) “In the best case, 5G may change the content production cycles. Video and voice recognition enable hybrid content, rather than written articles. The reporter may film the content, speak his/her text and artificial intelligence automatically creates a publishable article for all publication platforms” (Business director, media company B)
Media consumption with mobile devices continues to increase	“Video will be consumed mostly on mobile devices–more than on other devices” (CTO, mobile operator C) “Media use will move to mobile devices all the more. Media use will increasingly be fragmented into micro moments, e.g. with TV in your pocket constantly” (CEO, media company D)
New video products and services	“360-movies and iMAX are possible in devices remotely” (CTO, technology vendor A) “The increased use of video: 5G will not revolutionize, but absolutely bring more players to the video market. Specifically, content production will increase considerably, when for instance the production of live broadcasting is less dependent on the access link. Video is perhaps too broad a concept, and I believe it will crumble as the demand and supply become more fragmented. Already now, video narratives are video blogs, long video content (mainly TV narratives), short video (e.g., news) and social media videos. Alongside these, in the near future and as a result of 5G, there will be, e.g., live, video-messaging, and video-shopping” (Business director, media company B)

Market change	Excerpts from respondents
Wireless solutions are increasingly used in media production	“Outdoor production, for instance sports competitions, [their] cables are replaced with 5G connections. For instance, when the focus is on outdoor production [carried out] in vehicles, the network is linked to [the vehicles]” (Development manager, media company A)
5G becomes a substitute technology for distributing TV and radio content	“[5G technology] will replace FM broadcasting technology [radio] and TV DVB-T2 [digital video broadcasting – second generation terrestrial]” (Development manager, media company A)
More AR and VR-based services	“In the future, 5G networks will enable many kinds of VR and AR applications, and consequently, a change in media use. The movie and sports event experience may change considerably, as movies or, for instance, soccer games are in the future followed through VR from your home coach. Or maybe in the pub on site, in the same ways as earlier” (Director, mobile operator A)“An authentic, real-time VR/AR experience offers considerable development opportunities and new revenue streams for media services: watching sports events, gaming, educational solutions (schools, self-study, different B2B solutions etc.), cultural experiences (art shows, music, theatre etc.) and entertainment more generally” (Director, solutions and software provider)“The birth of virtual media–if processing and image formation technologies develop in the current pace, I believe virtual media will develop during the 5G-era. By virtual media I mean virtual access to, for instance, the news action site. Put your VR glasses on and jump into the Syrian war or the cockpit of a Mars rocket. It can also be 360 streaming” (Business director, media company B)
Increased Quality of Service	“Increased connection speed offers a better media experience in terms of quality, 4K and 8K HD technology etc” (Director, solutions and software provider)“The rise of technical quality: more capacity, speed, less latency, better picture quality” (Development manager (media technology), media company A)
Easier and more flexible production and distribution	“Flexibility in production and distribution. There is no longer a need for dedicated [separately built] wireless production or distribution networks” (Development manager (media technology), media company A)“The production of media will be easer (technically). For instance, filming sports broadcast does not require a professional anymore” (Innovation manager, mobile operator B)“The production costs for media content may decrease, as live production can be done over the mobile network anywhere” (CEO, media company D)
Mobile as a communication channel strengthens	“5G technology strengthens mobility and the status of mobile as a communications channel but will not revolutionize it. As the concept of media consumption is still more [focused on] mobile, the impact may be surprising: media content has to be in such a format that it can easily be consumed anywhere, in your coach, in traffic, when walking in the street; in text, pictures, especially as sound. This means that, for instance, the significance of video or other immersive tools as means of conveying news (they require capacity) may even diminish” (CDO, media company C)“5G together with new packaging methods will also make high-quality mobile content available” (CEO, VR-technology startup)“In the best case, 5G may change the content production cycles. Video and voice recognition enable hybrid content, rather than written articles. The reporter may film the content, speak his/her text and artificial intelligence automatically creates a publishable article for all publication platforms” (Business director, media company B)
Media consumption with mobile devices continues to increase	“Video will be consumed mostly on mobile devices–more than on other devices” (CTO, mobile operator C)“Media use will move to mobile devices all the more. Media use will increasingly be fragmented into micro moments, e.g. with TV in your pocket constantly” (CEO, media company D)
New video products and services	“360-movies and iMAX are possible in devices remotely” (CTO, technology vendor A)“The increased use of video: 5G will not revolutionize, but absolutely bring more players to the video market. Specifically, content production will increase considerably, when for instance the production of live broadcasting is less dependent on the access link. Video is perhaps too broad a concept, and I believe it will crumble as the demand and supply become more fragmented. Already now, video narratives are video blogs, long video content (mainly TV narratives), short video (e.g., news) and social media videos. Alongside these, in the near future and as a result of 5G, there will be, e.g., live, video-messaging, and video-shopping” (Business director, media company B)