Disclaimer: liveblogging
(for more information about this event, see Media 140 Digital Business)
The Hybrid Media Challenge: Taming the Coming Perfect Storms
Gary Hayes, ABC
EMphasising that the ABC is a leader in multi-patform media, but there are more challenges ahead.
Ecosystem of devices that each user has, forming effectively a single ‘platform’ for which multi-platform development and distribution is essential.
“Transmedia is about keeping the user engaged with the story”, across platforms. Hayes identifies “transmedia rituals” and “multiplatform cultures”.
There’s not as much distinction anymore between media as content and media as interaction, ‘media’ encompasses it all.
Mobile access to ABC content is growing rapidly, around 1% / month at the moment, with more and more time being spent in this form of access. [Personal media is, truly, coming away from a fixed location and into the hands of people where they are, at this moment.]
Hayes argues that the business of ‘doing’ media online (not just watching, but also creating, sharing, reviewing) is taking more and more time, time that is taken from the traditional patterns of ‘media viewing’ of TV and other old media.
Second screen Social TV is a key phrase helping to define the approach of major broadcast media responses.Live broadcast is still a major compelling aspect of TV media, but now is being amplified by social media. Does note that many social media experiences are not tightly integrated with the program (which from
a media producer perspective is not good). Users need to be able to ‘communicate back to the show’.
Suggests, in conclusion, ABC might in future mean “Australia’s Broadband Community”.
Hayes’ presentation demonstrates the continuing challenge for traditional media – rather than moving into the social media space completely, they see it as a complement to traditional patterns of development and selling of programs. Certainly there is a melding to be had, and Hayes rightly identifies that TV is, still, the dominant media form in the world today. But convergence is less a matter of complete transformation towards a single media world and more a case of continuing, uncomfortable alliances between forms and approaches. The term ‘second screen’ is not just a reminder that people increasingly watch one screen and talk and browse and share on another, but that the future of media is always going to be split between the screen to be consumed (TV) and the screen that makes us conversational creators (not-TV).
http://slideshare.net/hayesg31
Digitizing Your Way to an Economic Future
Jim Wyatt, WA State Government
Notes that the digital economy is, effectively, the economy full stop; and that this economy is global. Ponders why, as a result, we still see arguments about the value of the NBN.
Wyatt identifies challenges – business capability, the literacy and motivation of consumers to use digital transactions, staffing skills and abilities, how digital economy changes uses of physical space.
A useful point – Wyatt says most business USE the INternet (96%) but only 40% have a web presence. Around 1/4 use this presence to trade or transact. This is particularly crucial when we think about the way the Internet is at its most powerful when people see it as an environment in which to operate, rather than as a pick up, put down tool. Undoubtedly, for me, this is a case of the experience / deeper understanding of connectivity.
I think that the enthusiasm for social media in its most popular forms, such as Facebook and Twitter, and for the distracted entertainments of Youtube, have taken attention away from the more significant and deeper connective possibilities of high-speed networks for shared, data intensive work and video interactions within the professional context. In a way, social and economic development using the Internet has taken a bit of a back seat as the media has become a critical element in current network monetisation. Perhaps keeping ‘media’ distinct from the Internet is a good thing, even as (and Wyatt is dead right here) the ‘Internet’ becomes far more than it has been before, a kind of infrastructure of connectivity that underpins everything we do, and social media is just one element of that
“New Ways to do old things”
Walton, Nielson
(Online Drives The Brand Conversation)
(I will not be reporting the detailed stats here, which I assume can be found online from Nielson)
Begins by revealing the key statistical facts – most internet users are in Asia, proportionally speaking, and most of them are using a mobile phone, not a computer. Notes, too, that small and isolated places (Iceland and New Zealand for example) are highly attuned to connectivity, compared with others.
Australia is one such place. Emphasises that Australians are heavy, consistent Internet users, across many devices. A key thing is the rise of mobile devices, such as smart phones, but also tablets – very rapid growth in tablets (1 in 5 by 2012, households). Notes the link between having children at home and purchase of tablets.
“how we use the internet fundamentally changes the way we use the internet” – more things, more often are done online. The pace of change is significant.
Also reprises Hayes (ABC) in indicating how the internet is making traditional media less passive, as we get interactions between internet-based social media and broadcast media.
Walton shows that the Internet is now the most trusted source of information in Australia and that it is the number 1 activity to pass the time while travelling or communting, especially with the rise of smartphones. 2 in 3 Australians have a social media profile. Significant and sustained use of mobile devices to keep profiles updated.
Some closing thoughts:
Nielson asked consumers about what kind of apps they would like – time and task management applications are critical (eg maps, government info, banking), where information is essential, not just pleasant or entertaining, AND that information is needed at a particular time and place, not through a form of media which gives it to you when the media wants (daily paper, nightly news).
Walton’s presentation tells us what has become dramatically clear in the past 2-3 years. Mobile access to the internet, through applications which emphasise the blur between personal and public media (to become social media), now drives the business environment and the way people are shaping the economy and society to meet this need. In other words, we are getting the Internet that appears to be what we need and want – all good, but what is being missed out here? More generally, I am now convinced that the closeness of connectivity in time and place to the everyday lives we live is what brings to an end the ‘alternative world’ conception of the Internet which prerviously dominated (in the 1990s). Mark Poster once said that the effect of the Internet was like Germany, not a hammer – using the Internet made you part of it, like being a citizen. I no longer think this is the case. The Internet is now a thread within lives already led. It does not, however, become a ‘tool’ (like a hammer): it is almost, now, that using the Internet makes the network ‘us’
Michael Walton, Nielson - “New Ways to do old things”
(Online Drives The Brand Conversation)
(I will not be reporting the detailed stats here, which I assume can be found online from Nielson)
Begins by revealing the key statistical facts – most internet users are in Asia, proportionally speaking, and most of them are using a mobile phone, not a
computer. Notes, too, that small and isolated places (Iceland and New Zealand for example) are highly attuned to connectivity, compared with others.
Australia is one such place.
Emphasises that Australians are heavy, consistent Internet users, across many devices. A key thing is the rise of mobile devices, such as smart phones, but
also tablets – very rapid growth in tablets (1 in 5 by 2012, households). Notes the link between having children at home and purchase of tablets.
“how we use the internet fundamentally changes the way we use the internet” – more things, more often are done online. The pace of change is significant.
Also reprises Hayes (ABC) in indicating how the internet is making traditional media less passive, as we get interactions between internet-based social media
and broadcast media.
Walton shows that the Internet is now the most trusted source of information in Australia and that it is the number 1 activity to pass the time while
travelling or communting, especially with the rise of smartphones.
2 in 3 Australians have a social media profile. Significant and sustained use of mobile devices to keep profiles updated.
Some closing thoughts:
Nielson asked consumers about what kind of apps they would like – time and task management applications are critical (eg maps, government info, banking),
where information is essential, not just pleasant or entertaining, AND that information is needed at a particular time and place, not through a form of media
which gives it to you when the media wants (daily paper, nightly news).
<blockquote>Walton’s presentation tells us what has become dramatically clear in the past 2-3 years. Mobile access to the internet, through applications
which emphasise the blur between personal and public media (to become social media), now drives the business environment and the way people are shaping the
economy and society to meet this need. In other words, we are getting the Internet that appears to be what we need and want – all good, but what is being
missed out here? More generally, I am now convinced that the closeness of connectivity in time and place to the everyday lives we live is what brings to an
end the ‘alternative world’ conception of the Internet which prerviously dominated (in the 1990s). Mark Poster once said that the effect of the Internet was
like Germany, not a hammer – using the Internet made you part of it, like being a citizen. I no longer think this is the case. The Internet is now a thread
within lives already led. It does not, however, become a ‘tool’ (like a hammer): it is almost, now, that using the Internet makes the network
‘us’</blockquote>
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