Title: Tom Kennedy Digital Media Specialist
1Canada Pavilion AICHI Japan - Cultural New Media
Days
Tom Kennedy - Digital Media Specialist
2New Media Old truths..
Five simple media axioms hold true
- You need to talk to your audience in their
medium of choice. -
- Advertisers follow audiences once it reaches
critical mass. - Audiences like to see reflections of their own
stories and self. - Regulation Lags Innovation.
- Nobody knows anything.
-
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3By the time todays youth hit middle age, the
distinction between television, video games, and
the Internet will have all but melted away. All
content will be more or less interactive, all
screens will be IP-enabled, and everything we
view on them ads, entertainment, in the home,
on the go will be served up individually,
according to who we are and what we are
doing Rishad Tobaccowala, Starcom
4the digital consumer
- the digital consumers use of media is
sophisticated and complex. - marked by an expectation of instant access
everywhere, all the time, - Informed, critical and selective - insistent upon
individualised communication, customised service,
and rapid response. - They flow unrestrained between various
interactive and passive media, - not easily captured by traditional methods and
metrics,
5The revolution will be podcast
digital trends
- Coke was it! - Google named global brand of the
year 2004 - Search engine EPGs are the new battle fronts
in culture media -
- Apple music store reaches 200 million downloads
- Boom in digital cameras shuts Kodak film
divisions. - Bit Torrent peer to peer software accounts for
60 of net traffic. - With self selected media your upstream and
downstream peer - network is an important trust filter for
content. - BLOGS and user generated content is shifting the
flow of media.
6Culture lost in transition..?
-
- Changing consumer media habits are accelerating.
- as online wireless mature as content
platforms - and influencing how we consume culture,
- The move to on demand, self selected media by
- sophisticated devices and users, changes the
- traditional regulatory approach .
- A post broadcast regulatory environment requires
- new ways of addressing culture and access.
7Cultural rules in transition
- Regulatory silos of media are increasingly
difficult to regulate in a convergence market. - Cultural Quotas by genre, expenditure become
outmoded when content flows seamlessly between
platforms outside a broadcast paradigm. - How do we ensure access to local stories when
consumers self select by device, by genre, by
peer review?
8Cultural rules in transition
- How do we ensure access to local stories when
search is owned, manipulated and paid for
seeding? - The role of the public broadcaster, collecting
institutions is expanding beyond geographic and
physical boundaries. - Pressure for Direct subsidy is ever increasing in
a diverse media environment.
9Australian Media trends..
- 14 of leisure time is spent on-line and growing.
- Time spent on-line increases with speed of
access. - 10m Australians now on line.
- 19m Australian Mobile phone connections.
- Rich media mobility set to explode ( 3G).
- iTV via mobile and STB a growing trend.
- Traditional media use is in decline.
- Niche digital channels increasing reach.
10Mobile, Myth and Money
- With each new technology phase there is a rush to
the - next new business model.
- The development costs to content holders and
producers - are not insignificant and need to be understood.
- Handset Standards are wide,
- Revenue share models are skewed to the network
operator. - Privacy and suitability of content is an ongoing
issue from - a policy and user perspective
11TK_at_mediazoo.com.au www.mediazoo.com.au