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Making stuff interesting
Patrick TowellIPTV and Beyond
European Creative Business Network Conference
Bristol 3 March 2011
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ExperiencesDigital
PlatformContent
Film Music TV Web Books
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Experiences
• Value is created through the quality – and ease of obtaining and enjoying – entertainment and cultural experiences
• Content versus platform is an unhelpful split – the medium is part of the experience
• Whilst digital is important, consumers live in the real world
• People don’t strongly differentiate between one kind of creative work or another – they just want ‘interesting stuff’ of all kinds
Findings from a GMV joint event with
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ExperiencesDigital
PlatformContent
Film Music TV Web Books
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DynamicData-driven
HybridDirect-to-consumer
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Dynamic
• The Internet enables creative enterprises to move to having more direct relationships with end users
• No single business model will be the answer for any one media proposition
• Data is significantly underexploited and insufficiently understood by creative and media organisations
Findings from a GMV joint event with
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DynamicData-driven
HybridDirect-to-consumer
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Co-
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Co-design
• Involvement of users in design of products & services
• Users as co-authors? – done ‘with’ not ‘to’
• Their needs and behaviours rather than wants & opinions
• Across the whole design process (not just prototyping or product testing)
ktn.innovateuk.org/web/the-creative-consumer
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How are customers involved?
ktn.innovateuk.org/web/the-creative-consumer
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Co-Co-design
Co-productionCo-creation
Co-marketingCo-delivery
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Verbs (not just nouns)Affordances
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Gratifications (not just affordances)
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Interesting Stuff
Funders: EU MEDIA programme, SW iNET
Other Partners: Association of Film Societies (Czech Republic), Festival Darlings (Denmark)
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Film Ancillary Revenues Optimisation Engine (FAROE)