U1 02 Media Futures
description
Transcript of U1 02 Media Futures
Media Futures: A participatory paradigm EUROPEAN TELEVISION & MEDIA MANAGEMENT ACADEMY
1
2
3
“the future of media is a future of relentless experimentation and innovation, accelerating change, and--for those who embrace the new ways in which consumers are connecting with each other--enormous potential.”
(Rupert Murdoch, Fortune Magazine 05.05.07)
4
New technology New communications
New behaviour
Changing Landscape
1. Convergence 2. Fragmentation 3. Audience relationship
Convergence
1
Device Convergence
Business Convergence
10
Audience Convergence
Fragmentation
2
More Channels
UK TV programmes reaching +15m viewers 95-05
Harder to reach big audiences
Better targeting
Changing audience
1. Time 2. Access 3. Relationship
3
Time
Wee
kly
cons
ump
tion
(ho
urs)
+28%
Time shifting
Access
Time shifting
Access
Access
Location shifting
Access
Channel ME
Ad avoidance
Relationship
Continuous Partial Attention
Participating in surprising ways
“The future is already here - it is just unevenly distributed”
William Gibson, 1999
26
“It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10
Live TV content
Broadcast TV
Supplementary content
Duplicate content
Online TV
27
“It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10
Live TV content
Broadcast TV
Supplementary content
Duplicate content
Online TV
Social or Participatory content
28
Participatory or Social media
Remixing content Conversations Communities Apps & tools
29
Participatory or Social media
Remixing content Conversations Communities Apps & tools
Fans Brands Blend
30
Participatory or Social media
Remixing content Conversations Communities Apps & tools
Fans Brands Blend
Instigate Facilitate Celebrate
31