METAPHORS? The Seven (1) The Seven (1) Metaphors (2)(2) TV or (1) Telephone (2) POTENTIAL TV MEETS...
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METAPHORS? The Seven (1) Metaphors (2) TV or (1) Telephone (2) POTENTIAL TV MEETS WEB (1) (2) 1 Main Page Main Page 29/08/97 Main Page Main Page I N F O R M A T I O N & C O M M U N I C A T I O Metaphors and Multi media Metaphors and Multi media M A G N A G R O U P “ Away of speaking or writing in which a word or phrase is used to mean or describe something quiet different from what it usually expresses ” – Helpful in finding perspective & analogies • Takes farther than the immediate surface characteristic – Good tools in evaluate, comprehend as well as approaching the Market, through Marketing strategy and Development – Metaphors are dangerous if taken too far Why Metaphors?
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Transcript of METAPHORS? The Seven (1) The Seven (1) Metaphors (2)(2) TV or (1) Telephone (2) POTENTIAL TV MEETS...
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
1
Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
“ Away of speaking or writing in which a
word or phrase is used to mean or describe something quiet different from what it usually expresses ”
– Helpful in finding perspective & analogies
• Takes farther than the immediate surface characteristic
– Good tools in evaluate, comprehend as well as approaching the Market, through Marketing strategy and Development
– Metaphors are dangerous if taken too far
Why Metaphors?Why Metaphors?
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
2
Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
1. Physical Work– Real life cues, help orientation & make
use of novel object
2. Conceptual Space– Terms of hierarchies, flowcharts,
timelines, topology & webs
3. Social Life– Tools that build relationship
4. Multi Player Games– Future of group ware system
The 7 Metaphors (1)The 7 Metaphors (1)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
3
Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
5. 3 Dimension– Activities through a 3 dimensional
cyberspace
6. Traditional Media– Like the old ones, but with twist
• Interactive TV: program listing, live viewer poll and on demand feeds
• Virtual postcards, e-mail & Internet telephony
7. Brand & Advertising– Sell the audiences to advertisers
The 7 Metaphors (2)The 7 Metaphors (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
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Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
• Television version– “channels”, “shows” etc.– The most powerful media in the past– Most media & Ad exec. know how to deal w/
• the sustainable model is pushing
– Web is victim by its success• Noise & congestion is making hard for the sites
to attract & maintain visitors• Unhappy sites can’t sell ad, where the money is
– Added value for TV viewers– Where is the strengths, which are the ways in
which different from TV
Which One TV or Telephone? (1)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
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Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
• Telephone version– The Web is not to integrate the Internet & TV
• Such system won’t realize its true potential
– Its popular despite its poor audio quality • Is evidence that Content is King• What matters is who talks & what he says
said“channels”, “shows” etc.
– Interactive as the Web– Everybody is publisher; TV only a select few– Communicate naturally
Which One TV or Telephone? (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
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Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
• Ad expenditure in 1996, $ 160 b– No alternative, most of it spent to “push” messages– Traditional are highly asymmetrical– one to many and one way– No voluntary influence (targets pay nothing)– The market is for advertisers not consumers
• conversation between Ad & media not party and consumers
• The value of Ad on the Web– Internet is symmetrical 2 way medium, facilitate negotiations
• The big challenge is not to add value but to subtract garbage
– Most ad is garbage– The chance to come up with imaginative answer
• The Internet is the best pull media since telephone
Potential Analysis
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
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Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
• Even media that are quite similar can have different properties and things they are good at
TV meets the Web (1)
Info displayInputtingViewing distanceUser postureRoomIntegration Opp.
Number of usersUser enjoyment
TVRelatively poorSmall input & actionSeveral meterRelaxed, reclinedLiving - BedroomVarious Broadcast Show Social Passive: viewer re- ceives whateverthe network gives
ComputerMedium to largeFast movingA few dmUpright, straightHome OfficeProductivity app,user personal dataSolitaryActive
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
METAPHORS?
The Seven (1) Metaphors (2)
TV or (1) Telephone (2)
POTENTIAL
TV MEETS WEB (1) (2)
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Main PageMain Page
29/08/97
Main PageMain Page
I N F O R M A T I O N & C O M M U N I C A T I O N
Metaphors and Multi mediaMetaphors and Multi media
M A G N A G R O U P
• The most obvious for Web on TV is integration with broadcast TV
– On line program listing– Hyperlinks to detailed info about each show– Chat room to allow users discuss the show– On more bandwidth= TV based Web
• It is for sure:– Web on TV is a de facto Network Computer, but it’s also
a consumer appliance, so the application is limitless– Web on TV is a blank slate that developers can use their
imagination’s content• VOD, Flash ROM Slot, Games etc.
TV meets the Web (2)
