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MEDIA CONTENT TRENDS THEMES FOR EXPERT GROUPS VISION 2020 1


CONTENTS 1.  Linear TV 2.  Second screen & interactivity 3.  Radio 4.  The audience 5.  How will we consume media in 2020?  


PART 1 LIVE TV: OPPORTUNITIES & CHALLENGES


TV PLATFORMS

Source: Nielsen 2012


CONNECTED TV IN THE UK •  Over half (55%) of people in Britain have connected their TV sets to the Internet. •  More than one in 10 (around 11%) of Brits intend to purchase a Smart TV in the next year. (Source: YouGov Smart TV study, 2012)

 


LINEAR TV – QUESTIONS, OPPORTUNITIES AND CHALLENGES


PART 2 SECOND SCREEN: OPPORTUNITIES & CHALLENGES


SOURCE: GFK MRI iPANEL 2012


SOURCE: GFK MRI iPANEL 2012


“Second screening’s impact is far greater in driving conversations about a programme, as opposed to interaction with it. [...] One thing is certain: it is here for good. [...] Browsing the web whilst watching television is undertaken “frequently” by a third of the sample. [...] Time spent on these may be a substitute for reading newspapers and magazines, or looking through catalogues.” (Paul Lee, director of technology, media and telecommunications research, Deloitte, August 2012)


SECOND SCREEN – QUESTIONS, OPPORTUNITIES AND CHALLENGES


PART 3 RADIO: OPPORTUNITIES & CHALLENGES


“With the possible exception of the UK, there has been a steady decline in weekly reach and listening times over the years in most countries.� (Music in the Multiplatform Age, EBU 2012)


LIVE RADIO – OPPORTUNITIES AND CHALLENGES


PART 4 THE PEOPLE FORMERLY KNOWN AS THE AUDIENCE


“The people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all.” (Jay Rosen, 2006)

   


SOURCE: POST INDUSTRIAL JOURNALISM REPORT


BBC VIEWER CONTRIBUTIONS 1990

1 million per year

Snail mail, comments via newspapers, VHS, etc.

2000

1 million per day

Email, website comments, tapes, uploads, etc.

2010

10 million per day

Email, website comments, tapes, uploads, etc.

2020

100 million per day?

SOURCE: GARY HAYES, STORYLABS


THE AUDIENCE: CONNECTORS


THE AUDIENCE: PROVIDERS


THE AUDIENCE: ROAMERS


THE AUDIENCE: OFFLINERS


QUESTIONS & CHALLENGES •  To what extent will audiences create content? •  Are traditional audience segmentation models still relevant? •  How can PSM tailor content to the needs of society?


PART 5 HOW WILL PEOPLE CONSUME MEDIA IN 2020?


“I think traditional media in combination with social media will have a strong position. A lot of consumption will be digital in some way, but many people won't want to choose all the time and will still need to be fed and looked after. […] The smartphone, mobile, will be the number one gadget for media consumption.” (Cilla Benkö, SR and EBU ExBo)

 


“Digitally, on multiple devices and platforms, with (Super High Definition) television in the living room still being the primary viewing platform.� (Anthony Edgar, Head of Media Operations, IOC)


“Voraciously. Personally. ‘Mobile-ly’. Diversely. Beyond that the honest answer is that I don't know. Go back 10 years and see if anyone predicted Facebook and Twitter.” (Charlie Beckett, POLIS LSE)

 


“I envision a society where there is no more ‘choosing’. Users are becoming content creators and platform developers and as such are in many ways setting the tone for media consumption in the future. Media providers and content distribution methods will be more intuitive 10 years from now. Maybe there will be a framework of information that is personalized and delivered to each individual on their preferred media platform. It will be displayed and used on devices we cannot even imagine today.” (Guido Baumhauer, DW)

 


“I think the next big shift will be seamless media experiences across any and all devices. We're already seeing great services like Netflix do this well and the cloud is accelerating the ability for more and more services to follow you from device to device. Oddly, enough, television could have resurgent growth, but not purely as broadcast. Connected TV's will simply become another seamless screen through which we can get whatever we want, when we want it and at home consumption of digital content could migrate to TV screens once the interfaces become easier to use.� (Steve Pratt, CBC)


“Through glowing rectangles, like today, only thinner and cheaper and not nailed to the wall.” (Ben Hammersley, Journalist, author, technologist)

 


COUCH POTATOES We tend to stay on the same channel, even when the next programme is not our preferred choice. (‘Micro-costs: Inertia in Television Viewing’, EstevesSorenson, 2012)


"… many viewers would still rather sit comfortably in front of a big screen and have programmes scheduled for them.” (vodprofessional.com, 17/9/2012)

 


KEY QUESTIONS •  •  •  •  • 

Pros  and  cons  of  ‘unlimited’  choice   Naviga7on   Privacy  issues   Customisa7on  and  personalisa7on   Loss  of  social  reference  


CHALLENGES FOR PSM •  ‘Cicerone  role’  for  PSM  to  guide  and  nurture   audience   •  Opportunity  to  reclaim  role  as  gatekeeper  of   the  living-­‐room   •  Ensure  radio  does  not  become  an  analogue   island  in  a  digital  world  


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