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Media Futures: A participatory paradigmEUROPEAN 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 technologyNew communications

New behaviour

Changing Landscape

1.Convergence2.Fragmentation3.Audience relationship

Convergence

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Device Convergence

Business Convergence

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Audience Convergence

Fragmentation

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More Channels

UK TV programmes reaching +15m viewers 95-05

Harder to reach big audiences

Better targeting

Changing audience

1.Time2.Access3.Relationship

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Time

Weekly

con

sum

pti

on

(h

ou

rs)

+28%

Time shifting

Access

Time shifting

Access

Access

Location shifting

Access

Channel ME

Ad avoidanceRelationship

Continuous Partial Attention

Participating in surprising ways

“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 CommunitiesApps & tools

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Participatory or Social media

Remixing content

Conversations CommunitiesApps & tools

Fans Brands Blend

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Participatory or Social media

Remixing content

Conversations CommunitiesApps & tools

Fans Brands Blend

Instigate Facilitate Celebrate

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