Future Media Change Agents and Drivers

Tuija Aalto YLE New Media Future Lab

Aalto Media Factory Haikko 2010-4-9

YLE New Media, Future Lab

What I do• Foresighting• Piloting• Inspiring

How• Networking• Co-operation with active users • Online visibility (blogs, podcasts)

Future of Media – Free and Virtual?

Virtual goods are used for • status and identity• aesthetic experiences, expression• as means towards ends

(Vili Lehdonvirta 2009)

Internet ”eats” money!• classified ads• encyclopedias

(Chris Anderson 2009)

Money vs. Value

• ”Virtual and real economies are overlapping”• ”Media content continues to increase its share of our

eyeball time and with it, the share of value being created and transacted through the wires”

On Money and Magic By Edward Castronova, Indiana UniversityJournal of Virtual Worlds Research Volume 2 Number 4

Real Time Web• Ambient awareness

– What are you doing? What’s on your mind?

• Immediacy of status updates– Pubsubhubbub

• Mobile social web– Mobile Facebook use growing– Location-based browsing, play (ie. Foursquare)

• Search• Collaboration

41% read blogs

5% write a blog

(Statistics Finland 2009)

New Actors

• Prosumers• Producer + Consumer = Prosumer

• Pro Ams• Professional Amateurs

• Bloggers, podcasters, citizen journalists

Blogs• Self-expression• Knitting, fashion, food• Fun with friends• Community

• Examples: Fashion blogs– MouMouMouruaa– Colour me!– Since January 2010:

Indiedays

Podcasts• Small audiences• Minimal cost of

operation• Experimenting with

new business models• In pictures– Live at Finnish

podcasters´ meeting

– Hessun Kahvila podcast

In touch with the audience. Foto: Erkka Piirainen CC-licence

Citizen reporters – case Sukellus.fi• Diving website Sukellus.fi

received the State Award for Public Information

• Published names of tsunami survivors online when Foreign ministry and the press did not serve citizens with the information they needed

Wikimedia Commons

masa.net/pics

Eyewitness videos

• Finnish examples of citizen’s producing and publishing widely interesting material• Indepencence day

parade 2006, veteran commits suicide

• Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary force

YouTube

YouTube

Mobile streaming• With a smartphone, anyone

can setup a tv station• Erkka Piirainen, a student of

University of Jyväskylä, broadcast a local news event just to show he could

• Jyväskylä in February 2008: three municipalities were fusing into one

• Mainstream media or the municipalities did not offer live video from the meetings

Erkka Piirainen

New Actors & Mainstream Media

• Steal attention away from mainstream media?• More interesting content produced by peers?• More volume, more depth, more fun?

• There are not only threats, there are possibilities

YLE New Media Strategy

Where we stand?

YLE New Media Strategy

• Content and services for various user motives • New platforms such as mobile devices and game

consoles and offer tools for social TV watching. • Developing online journalism and online storytelling• Personalities

Open Source PSB: The Now

Together with their partners the public service companies are powerful generators and packagers of content.

Where we are aiming to be

• The networked content of public services will be found packaged under various brands throughout the Internet on the websites of various businesses and private individuals.

• Public service content will be adapted to all Internet-based user interfaces.

Open Source PSB: The Future

• The public service companies will freely release all content on the Internet for use in any manner and for further public domain distribution.

In The Future

• Special groups will develop their own applications using open source public service products to meet their own specific needs.

In The Future

• Extensively indexed, public access archives will encourage a more profound historical awareness in society.

In The Future

• The public service companies will invigorate the networked community and motivate innovation.

• And innovators will invigorate the public service companies.

Journalistic work needs to go online

• Journalists will be spending more time online both researching stories and publishing them

• New tools, new formats and journalistic innovations are the challenge

Serve smaller audiences

• We need to start serving smaller niche audiences, using online as publishing medium better

• We need to enable and support those members of the audience who produce content online – To help and teach storytelling– To offer fresh news footage and archive material for

reuse– To provide a publishing platform for the publics own

stories within the YLE website, as a choice for foreign platforms

Social media

• We understand social media as a process where people – citizens and consumers - engage in interactions and discussions online, informing and entertaining each other, using open public platforms available for all

YLE’s social media strategy

• YLE the Finnish Broadcasting company is present in social media in three ways: it’s

1) content2) services

3) employees

Principles of YLE Social media strategy• Being active in social media means we accept more

openness, more dialogue and less control of out brand and content

• It is about interaction with people, not just publishing

1. Content

• Easy to link to • Easy to gather around to discuss• Take it away (rss feeds, widgets)• Rights to give the content to the public to use

– to remix and republish - at their convenience• Offer our audiences a platform to publish

2. Openness of services

• We should offer open API’s (application programming interfaces) so that outside developers may utilize our content when developing new services and applications

3. Our presence online

• The YLE staff will join online networks as part of their job

• Programme makers have the skills and the guts to use all kinds of online tools in developing journalistic expression

• Programme makers open their work processes and engage in discussion about their programmes.

• Those audiences who are interested in co-operating with our journalists are invited to do so

What journalists can do online

• Information gathering• Filtering and distribution of gathered

information• Discussion, engagement in communities,

hosting and moderating• Online content production and publishing

YLE

YLE Channels• Four national television channels • Share of daily television viewing

43,8%, reach 87% (2009)

• Six radio channels (25 regional radio programmes)

• Share of radio listening 52% , reach 62% (2009)

• Yle.fi: News, sports, program guide, science, culture, music Reach: 25,3% (2009)

• Web TV & radio ”YLE Areena”

• TV, radio and online reach 99%

Journalist 2.0Journalist 2.0

Connecting fans Connecting fans

Sustainable lifestyle with an attitudeSustainable lifestyle with an attitude

YLE TV all over the placeYLE TV all over the place

Put it in your pocket: beta.yle.mobi Put it in your pocket: beta.yle.mobi

Drama queenDrama queen

Creating new worlds

He started on MySpace (Yeah, that long ago)He started on MySpace (Yeah, that long ago)

Archives are aliveArchives are alive

Foresight / Piloting / InspirationForesight / Piloting / Inspiration

Sharing and dialogue is where it all beginsSharing and dialogue is where it all begins

YLE Social Media Strategy 2009

• Content• Services / API• People– YLE employees encouraged to be present online

and open their work processes – Support & training will be provided

The Training & Development Program

• Innovation in online journalism• Developing online personalities

Professional Identity Online

Work

Professional

Personal

Thank You!

tuija.aalto@yle.fi@Tuija on Twitter