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The Future of MediaPresentation by Gerd Leonhard
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
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The Pace of Change is incredible
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Connected people ‘consume’ differently
Sharing is the key driver
Data is the new Oil
Real-Time Everything
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Consume (Listen, Watch...)It used to be...
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But now...Consume ‘2.0’
CreateCommunicate ‘2.0’
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Push Objects Pull Objects
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No more Monopolies of Transmission
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More importantly: no more Monopolies of Attention
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Goodbye Scarcity of Content
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A key task now - and even more so, in the future:
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So what is Content, in the Future?• Professionally produced and
traditionally / legally owned• Created by the Users and shared-
alike-commons-public-free-etc• Meta-Content: the Users’ data and
click-streams layered around other (professional) content
• Pro Content ‘appropriated’ by Users• The Users themselves
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Twitter: the Power of the Link Economy•The Real-Time Web is here•New: Following Logic (from Impressions to Followers)•Filtered & Curated by Pros and Peers•The shared ‘National’ Experience is back!•Fragmentation and Aggregation
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It used to be...
ProducersNetworks
DistributorsOwners
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Now:
ProducersNetworks
DistributorsOwners
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Let’s take a look
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The TV Generation The Net Generation
Reaching Millions of People at the same time - with the same content or message or... advertisement
Reaching the perfect 100 people that each
reach 100 people that each reach 100
people...
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The TV Generation The Net Generation
Switch off Switch OnI receive I send & receive
Couch Potato Subway SurferHelpless Powerful
Monoculture Multi-cultureUnited Fragmented
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Broadcasting 1.0 Broadcasting 2.0
Closed systems Open Network
One to manyMany to ManyOne to OneOne to Many
The Network = Power
Networked= Power
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Listening, Reading or Watching =
Keeping, Copying & Sharing
Broadcasters, Publishers and Studios:
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It’s hard to ‘own’ a copy now butYou can own the
Context, the Meaning, the Relevance, the
Experience, the Embodiment, the
Timing...
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Example: great content and great experience
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A lot of Content Producers will expand into becoming Context Providers,
Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing,
Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging...
OPEN CONTENT...?
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The Future of Media
OpenMobile
ConnectedCollaborative
Interdependent
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So will people read like this?
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“Rather than changing the existing model publishers are fumbling around for a
solution that requires readers to fundamentally change their behavior...”
From the Xark Blog on Future of News:
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The Opportunity is to build a web-native Content Ecosystem
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Advertising will get a lot smarter - and support a lot of Content!
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Content
Telecom & ICT Brands
(Advertisers)
CE (Device Makers)
Broad-casters
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Google & Free Music in China•Free / Feels Like Free Music •Unlimited, unprotected downloads•Paid with Attention, $-ized via Ads•Making $ with ‘free content’
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Freemium and New Generatives: Pandora
Convenience
Personalization
Packaging
Premium Experience
‘Paying for Privacy’
Convenience
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There is great opportunity in this
Definitely not in this:
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My final 5 cents...•There is huge opportunity in the creation of new models in the new content economy
•The key new generatives will be around the content, not just within the content
•Focus on adding value, not extracting it•Focus on the audience, first, and only then on the revenues
•There is no recipe, and there probably won’t be one - the best way forward to is to constantly invent!
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★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!