Vision 2020

TRENDS CONFERENCE 31st of May 2013

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“The year 2020 is not very far away. The issues we are facing are challenging. We are preparing and working on a scenarios to shift our perspective on our place in the media landscape.

We are finding new ways to be relevant and indispensable for the public.

This search for a clear path involves an engagement of the audience and we need to create a package of possible actions for different members involved.�

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WELCOME RUURD BIERMAN Project Manager Vision 2020

“Today will be a packed day. The large number of attendees today shows that our subject has a profound urgency. There is a great deal of commitment and a lot of knowledge to speed up learning in the room today.”

“You will not receive answers on a platter, but you will need to work and take action together. The motto of the workshops is: Do it yourself & do it together.“

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RUURD BIERMAN

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JÖRGEN VAN DER SLOOT

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INTRODUCTION JÖRGEN VAN DER SLOOT Freedom Lab Moderator

“We will challenge you to step up to the plate and collaborate together in crafting the future.

Today you all are part of one giant think tank that consists of more than 160 people from 30 different countries that are going to generate future scenarios on the future of media. ” “In the journey we are embarking upon together, it is of crucial importance that we learn to listen attentively to each other and learn to speak with intention. In the first exercise that we have designed for you we are going to do just that. In pairs you are going to dig deep into yourselves and uncover what your personal motivation is to think about the future of media. Ask yourself 5 times why public service media is valuable and relevant to you personally and have your partner write up your personal belief for a future proof Public Service Media.”

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EXPECTATIONS

Charlie Bec

Director at Polis

Merel Janssen VRT

Ariana Meintana Head International Co-production Department ERT Greece “I want to see what is going on, listen, learn and share information with other experts that are present.”

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“I am a believer! I think we can adapt to the trends we are facing. We just need to discuss with each other how we can adapt.”

“I am very curiou prioritization othe makers have in re trends we are fac These trends are n concrete steps to solutions are still m

ckett

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us what er decision egards to the cing nowadays. not new but owards strategic missing.”

Nicoletta Iacobacci Head of Media Strategy EBU “What will be the best way to go? I hope and expect that we will define our vision.

We have a lot of knowledge in this room today, together with the leading brains of the industry, and I believe the possibilities are there. We can aggregate and collect all of this knowledge and we have a large platform for communication and conversation. Today is for working and taking action. ”

Barbara Jouret Producer at the VRT “There is this fear that the Public Service Media will not exist in the future. Today I want to find out if this fear is justified.”

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WHY ARE PUBLIC SERVICE MEDIA VALUABLE AND RELEVANT TO YOU? 16

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“It is democratic and allows people to make up their minds.”

“Power to change the world to raise awareness.”

“It helps my kids to grow smarter.”

“It’s all about trust and making things worthwhile in society.”

“Because Public Service Media are needed in a society so that both different cultures and opinions can flourish.”

“It is needed in the fragmented world of new media.”

“Love the diversity of programming.”

“Because it serves democracy, its a good counterpart of commercial media, convey values and is for everyone.”

“It gives trustworthy information.”

“Citizens invest in media they like.”

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ALAN MOORE

HOW TO TRANSFORM AND ADAPT TO CHANGE IN DIGITAL SOCIETY “If we can’t describe a new destination we won’t be able to get there. We need to formulate our destiny and solution instead of reiterating the problem.”

“There are no straight lines in a non-linear world. We see a world in transformation and the most important question is how do we best prepare ourselves and adapt to that or any change. There is a different model of thinking. The old model of commerce might be broken so it’s not business as usual.

Have the courage to explore new emergent means by which to create sustainable business. Listen deeply and critically reappraise.

Ambiguity can equal fear when things are unclear; fear of the unknown should be replaced with curiosity. The biggest challenge is a world we don’t understand. We need to be thinking about the whole context You work with your hand, heart and mind. You take pride in what you make. Be curious and be prepared to fail and build in time to reflect and think about your craft. You have to be the creators of the future and not the consumers. Disrupt yourself before somebody else comes and does it to you.”

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ALAN MOORE

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“DISRUPT YOURSELF BEFORE SOMEBODY ELSE COMES AND DOES IT TO YOU,”

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BEN HAMMERSLEY

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BEN HAMMERSLEY

THE NEED AND VALUE OF PUBLIC SERVICE MEDIA FOR DEMOCRACIES IN THE DIGITAL AGE “The Godzilla of the internet is not attacking the Tokyo of public media.”

“Everything is going to be ok. Everything you hear about the future is true and false at the same time. Everybody is right and everybody is completely wrong. We need to look at first principles. What good do we do? What need is there in society?

Until we have this basis we can not formulate a clear vision.

Our Guiding Principles are: Public Service Media should specifically produce long-lasting cultural artefacts of high quality. Define the culture and report freely fairly and fiercely.

We should integrate the modern emerging technology to service these guiding principles.

We are now being measured on ratings and revenues. We really need to look at what we do and change the way we define our success.

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“THINK OF WHAT OUR GRANDCHILDREN WILL SAY ABOUT WHAT WE LEFT BEHIND.”

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We should not become distracted or try to win games we cannot possibly win.

Public Service Media define culture. Public Service Media are perhaps the last common ground that holds a country together.

The traditional media provide a means of reflecting a country back onto itself. It is the factory in which a country defines itself.

The most important thing you can do today is CALM DOWN. It is far too early to make sensible decisions. The internet is less than 500 weekends old for many people. If we judged our success by comparing ourselves with Silicon Valley of course we are losing.

We should be judging our success on the basis of what our grandchildren say on what we’ve left behind.�

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“MAKE YOUR ARCHIVE PUBLIC AND FREE” (AND CALM DOWN...)

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GERD LEONHARD DIGITAL DISRUPTORS: NEW SERVICES, SMART SOLUTIONS

“You are not just a broadcaster! What is your service or purpose? How can you empower and create bundles? Taking leaps is a requirement, you have to do something you have not done before.”

“Transformation is becoming everyone’s job. When we see a new order we first see it as disruptive or even as illegal. An older order will need transformation. It is possible for broadcasters to transform as well.

“Use technology to your advantage. Reduce control, rely on trust and add value. Embrace forward motion, Create standards, become indispensable and be liked. It’s about trust, relevance and Like-onomics!”

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GERD LEONHARD

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“KEY CHANGES COME FROM OUTSIDE.”

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“BE BETTER THAN JUST FREE.”

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WITH REGARD TO KEYNOTES, WHAT THE MOST?

Mary Gestrin Head of Internet YLE Finland “That I should stay curious not afraid.”

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O THE THREE T STOOD OUT

Roger Mosey Editorial Director at BBC “We should stay calm, although it is inevitable that we have to make changes and look for different models.”

Gunilla Ohls Director at YLE Finland “We should go back to basics and change our definition of success.”

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“COLLABORATIO BETWEEN NEW MEDIA AND THE PROFESSIONAL JOURNALIST.”

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THE WORLD CAFE JÖRGEN VAN DER SLOOT Freedom Lab Moderator Complexity can be dealt with in 4 leaps: Empathy, Define, Ideate, Test. First we are uncovering all the layers of complexity of the challenge that is in front of us by opening our minds for new ideas and insights. That creates a basis of empathy and collective intelligence that is needed to define what the crisis is that we face. Within that problem definition we can then ideate on solutions and test those out in front of a live audience.

The World Café is a conversational process that’s based on a set of design principles that taps into the collective intelligence of the group. In the process three rounds of conversation on three different questions are hosted at 20 tables that seat 6 people at each table. Between each round the table guests change seats so that ideas are shared with many different people and get cross-pollinated. There’s only one mistake to be made and that is to not sketch, doodle, draw or write anything down. In each round the participants connect their ideas, look for deeper insights and patterns and come up with new questions. This way the collective intelligence of the group surfaces and gets immediately visualized right in front of their eyes on the butcher paper that covers each table.

The World Café focused on three different questions: - How has your daily media consumption changed?

- How are changes in the industry reshaping public service media?

- What role could public service media have in society in 2020?

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“How can we measure the impact on society while still staying a lighthouse?”

“The Public Service Media need the respect of the audience: “All you need is love!”

“The participation of the audience could be the glue of keeping the Public Service Media together and alive.”

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WHEELS OF REASONING JÖRGEN VAN DER SLOOT This morning we took a deep dive into your personal beliefs on the value and relevance of public service media and had meaningful dialogues on them with each other. We then listened to Gerd, Ben and Alan for triggers and thresholds on three horizons. We used that inspiration to test out our arguments in the World Café and crafted a multitude of scenes to identify the crisis that the media industry is in today.

We are now stepping into the ideation phase of our process and will use the insights of this morning to come up with a multitude of possible future scenarios and ideate on the solutions that lie within them. To get to these future alternatives we will use a method that is called Scenario Based Reasoning. It’s a method that enables you to take a leap into the future and identify the crucial steps on the road towards the future.

In small groups you will build your own reasoning around the crisis that we face, analyze the underlying problems and threats and identify what the root cause of it all is. You can then jump into the future and describe the change that you want to see in the world. From that vista-point you will reason your way back, so that you can come up with solutions and see the opportunities that emerge out of the things that are already present today.

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WHAT DID YOU GET OUT OF TODAY?

Tuija Aalto Metka Dedakovic Program Producer at RTV Slovenia “We should keep trusting ourselves, and believe in our role as a big player in the current Media Landscape.”

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Head of Strateg Finland

“We should redefi trusted guide, in o a trusted guide.”

gy of YLE

fine our role as a order to remain

Arnas Zuikis Managing Director at LRT Lithuania “We should walk down the mountain towards the people, instead of letting people climb up the mountain towards us.”

Erik Hogenboom Editor in Chief at NTR Netherlands “It was a great two-way experience with everybody actively involved. Only the final results of the breakout session could have presented a little more prominent.”

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CILLA BENKÖ “It’s very easy to cut things that cost money, but that might be the wrong move If you have nothing that sticks out, you will just be another provider.”

Let us not kid ourselves. With all the information the tricky thing is: ‘How do we use this, and how do we change in our everyday business?”

We sometimes have political pressure, we sometimes have financial pressure and sometimes we have both. We have to take charge of our future and the key word is trust.

To realize change, setting new priorities is necessary. We need to focus on cooperation. If you do not work together and come up with new ideas you will be in trouble.

We determined 3 areas on which we would focus.

1. journalistic & content priorities 2. how to reach the audience 3. journalistic mindset My conclusion is: Set the agenda, or you will not be leading. Go to the audience and play a vital role within your society. Make a difference and get rid of your snobbish attitude.

Take advantage of what you have heard today and go home and take action!

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CILLA BENKÖ

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CONCLUSIONS FR VISION2020 EXPE GROUPS CHAIRS “The guidelines are, cultural, quality and relevance.”

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“You have to adopt newer media, but you will also have to deliver higher quality.”

“We ne to con why we changi unders why we to con

ROM THE ERTS

eed nsider we are ing and stand we need nnect.”

“Our greatest strenghts might also be our weakness.

You have to be able to reinterpret yourself and your role to not let it blind you or keep you asleep.”

“The passion and commitment comes across very strongly.

The value of what we do and what we stand for is key in delivering quality and value.”

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CLOSING

RUURD BIERMAN “I’m impressed with the passion and contributions shown today.

Taking charge and taking action are key factors.”

“There seems to be a paradox between the advice of ‘calming down’ and ‘relax’ on the one hand, and ‘advices like ‘disrupt yourself’ and ‘shape the future now’ on the other hand. But calming down doesn’t equal doing nothing. If you know who you are and where you want to go it’s easier to change.”

“We share trends and ambition and today we shared scenarios.

We all have our own path and our own pace and we but really learn from each other!”

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COLOFON Keynote-speakers: Gerd Leonhard Ben Hammersley Alan Moore Cilla Benkรถ Event Organisation: The EBU Vision 2020 project team Freedom Lab Captain Dragon Jeroen Depraetere Nanette Smeets Arthur Vierboom More on Vision 2020: www.ebu.ch vision2020.ebu.ch

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Follow Ruurd Bierman on Twitter: @ruurdbierman #EBUVISION2020

VISUELE NOTULEN Diederik Vrijhoef Teamcaptain Marleen Kuipers Photographer Sierk Keuning Copywriter Wim Kuper Copywriter Roderick Kersten Editor Charlotte Porskamp Illustrator Herman Weeda Illustrator Michael Kluver Magazine Designer

Contact Information web: www.visuelenotulen.nl tel: +31 6 30 07 76 75 mail: info@visuelenotulen.nl

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