u1 02 media futures
DESCRIPTION
Presentation by Leo Ryan (DraftFCB) in May 2010TRANSCRIPT
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Media Futures: A participatory paradigm EUROPEAN TELEVISION & MEDIA MANAGEMENT ACADEMY
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“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)
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New technology New communications
New behaviour
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Changing Landscape
1. Convergence 2. Fragmentation 3. Audience relationship
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Convergence
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Device Convergence
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Business Convergence
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Audience Convergence
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Fragmentation
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More Channels
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UK TV programmes reaching +15m viewers 95-05
Harder to reach big audiences
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Better targeting
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Changing audience
1. Time 2. Access 3. Relationship
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Time
Wee
kly
cons
ump
tion
(ho
urs)
+28%
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Time shifting
Access
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Time shifting
Access
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Access
Location shifting
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Access
Channel ME
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Ad avoidance
Relationship
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Continuous Partial Attention
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Participating in surprising ways
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“The future is already here - it is just unevenly distributed”
William Gibson, 1999
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“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
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“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
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Participatory or Social media
Remixing content Conversations Communities Apps & tools
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Participatory or Social media
Remixing content Conversations Communities Apps & tools
Fans Brands Blend
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Participatory or Social media
Remixing content Conversations Communities Apps & tools
Fans Brands Blend
Instigate Facilitate Celebrate
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