Evolving Media Creative Dilemmas - Gary Hayes

Gary Hayes, Director AFTRS [email protected] - blog www.personalizemedia.com

Evolving Media Creative Dilemmas

GARY HAYES

BBC UK Senior Development Producer & Manager 1995-2003& Chair of Business Models TV-Anytime 1999-2003

Interactive Producer USA 2004-05

Director of AFTRS Laboratory for Advanced Media Production 05-



MY TALK•Dilemma 1 - The networked planet and media fragmentation•Dilemma 2 - The ‘producing’ audience•Dilemma 3 - Market leaders. The UK and US leading as usual?•Panacea? - Broadband TV, wireless revolution - leapfrog time



1. The networked planet and media fragmentation



In US broadband homes 68%, in those homes up to 40% less TV viewing. Jupiter

23 million blogs worldwide, doubling every 5 months- American Life

70% of consumers use media simultaneously. They fit up to 44 hours of activity in one day

“more content will be created over the next two years than over the entire history of mankind—and 93 percent of it will be digital.” Accenture

Mobile connections now a 3rd of the planet - 2.1 billion! Wireless Intelligence

“There will soon be millions of markets of hundreds vs hundreds of markets of millions.” Tony Surtees



THE NEW HIGHWAYS1. Scheduled

a. Broadcast linear to TV or Radio or PC or Mobileb. Cinemac. Broadband linear to TV (IPTV) or PC d. Appointment to use Interactive TV

2. On-demand a. Cable video-on-demandb. Broadband to TV or PC or mobile or consolesc. DVD or games consoles or other offline mediad. Fixed PDR, DVR, PVR etc:e. Mobile PDR – Portable video or MP3 playersf. Narrowband internet to PC or mobile

3. Real-time one-to-one communications (the viewer is involved in live point-to-point activity)

a. SMS, IM or email textb. Video conferencing via Broadband or 3Gc. MMS image



Identified - Digital Content Market Sectors

EntertainmentCG animation and SFXGameseMusicDigital FilmDigital TVInteractive TVDigital RadioEducationDigital Libraries

e-LearningConsumer InformationOnline publishingDigital publishingTelematic/wireless servicesBusiness/Professional related contentCorporate communicationsBusiness publishingTelematic/wireless servicesNon-media applications (design etc.)Advertising



A View from the American Film Institute



2. The ‘producing’ audience



THE TRUE REVOLUTION IS USER DRIVEN

Technical Revolution• Bandwidth, storage, processing, codecs, portability

Business Revolutions• New marketing, viral, distribution, digital sales, cross-media

advertising Social Revolutions

• Web 2.0, people publishing, UGC, blogs, vlogs, podcasts, rss, picture and video portals



In Australia•Feb 2006, Aus. The average 13-year-old uses three to five times more

broadband than the average small business in Australia. - Source Australian Competition and Consumer Commission•Program downloading more than doubled in the 12 months to February, with

Australians responsible for 15.5 per cent• When online, 61.8% say they also watch TV•In Australia, only 24% of new TV programs are made locally compared with

96% in the US, 91% in the UK, 91% in Germany and 75% in Canada - Mediametrie•23rd Jan 2006 Blogs in Australia by the end of the year, 750 000 - Freedcorp.

6% of the entire U.S. adult population have created blogs. 25% of internet users read blogs.



SOFA SCREEN

inspirationentertainment

playchilling out

habitTHEM

CONVERGINGDELIVERY TO THEMAIN SCREEN

BroadcastGames ConsolesDVDDigital Interactive TVBroadband and IPTV

What are key USER NEEDS on the main screen?•INVOLVEMENT•ENTERTAINMENT•ENHANCED EXPERIENCE•EMOTIONAL RELATIONSHIP



SOFA SCREENDESK

SCREEN

MOBILE SCREEN& AUDIO


playchilling out

habitTHEM

communicationlocality

needs on the gorapid tasks

ME

foragingemailing

transactingexploration

SOFA DELIVERY TODESK & MOBILE

Broadcast TVBroadband webRadio - podcastsGames & FilmsDigital Interactive TV…oh & telephony



SOFA SCREENDESK

SCREEN

MOBILE SCREEN& AUDIO


playchilling out

habitTHEM

communicationlocality

needs on the gorapid tasks

ME

foragingemailing

transactingexploration

CREATING SERVICES THAT CROSS-OVER



THE RISE OF MMORPGS•One example of emerging biz

models

•MMORPGS are already at $1bill

US in Asia Pacific

•Already games are bigger than

box office at $10bill US

•In the next 4 years games will

surpass music sales

•Sales of virtual property inside

RPGs at $100mill US!

•Mmorpg = massive multiplayer

online role player games



NEW FORMS OF ADVERTISING - GAMES



3. The UK and US leading, as usual?



Latest UK

•Mar 13 - For the first time UK terrestrial channels, BBC and ITV have teamed up in a "multicasting" trial to broadcast their main channels over the internet.

•Mar 9 - The British now spend more time on the internet than watching television. British Internet users spend an average of 164 minutes online daily compared to 148 minutes watching television.

•Analog switch-off in the UK will start 2008 and end in 2012BUT

•Mar 13 - Americans Get More Channels, Watch Fewer Of Them, Especially Broadcast . AMERICANS ARE RECEIVING MORE TV channels than ever before, but they're watching a smaller percentage of them

•The 5th most popular channel on Sky in the UK is the EPG. As far back as 2002 in France viewers spent 80% of their viewing via mosaic EPG on Canal services



THE UK FUTURE•The BBC predicts broadband to 15 and 20 million homes by 2016•The BBC expects that by 2016, seven in ten homes will be able to schedule their viewing and listening at a time that suits them best – PVR & broadband

“This decade will be the decade of on-demand. And we will arrive at a digital Britain not when we switch analog terrestrial TV to digital but when every household has access to rich and interactive on-demand services?…That's why it's a category error today to define or delimit the BBC around linear real-time TV and radio”Mark Thompson, Director General BBC, Edinburgh Sep 2005

Thompson also mentioned that, in its preparations for the emerging on-demand television universe, the BBC is working on search, navigation and branding "with partners like Google and Autonomy," and on "digital rights solutions” with "partners like Microsoft and Kontiki.



Broadband will be…



…the new TV, of course


MEDIAJOURNEYS by Gary Hayes

BBC Interactive TV in 2004 only 1st Jan , The Sound Of Music, BBC ONE 11th Jan, This World, BBC TWO - 24th Jan, Perou’s Africa, BBC THREE 28th Jan, Hey Big Spender!, BBC

ONE29th Jan, 11 Plus, BBC ONE (NI) - 30th Jan, Dunkirk Countdown, BBC ONE & BBC TWO - 1st Feb, Politics Show, BBC ONE 14th Feb, Six Nations,

BBC ONE & BBC TWO 15th Feb, Taking Care, BBC ONE & BBC TWO- 18th Feb, Dunkirk Eyewitness, BBC TWO 27th Feb, XChange, CBBC27th Feb,

Celtic Connections, BBC FOUR - 28th Feb, Making Your Mind Up, BBC ONE29th Feb, Catterick Songs, BBC THREE7th March, Panorama, BBC

ONE17th March, Northern Ireland Audio, BBC ONE (NI) 19th March, Mozart i , BBC TWO & BBC FOUR29th March, Vic’s Chicks , BBC THREE3rd April,

Come And Have A Go, BBC ONE17th April, Snooker, BBC ONE & BBC TWO18th April, Marathon, BBC ONE & BBC TWO1st May, Test Your Pet, BBC

ONE4th May, Brassed Off Britain, BBC ONE8th May, Old Firm, BBC ONE 15th May, Eurovision!, BBCONE & BBC THREE22nd May, TTN IQ, BBC

ONE23rd May, Chelsea Flower Show, BBC ONE & BBC TWO29th May, D-Day , BBC ONE & BBC TWO4th June, French Open Tennis, BBC ONE12th June,

Euro 2004, BBC ONE13th June, Euro Goals, BBC ONE21st June, Wimbledon, BBC ONE & BBC TWO25th June, Glastonbury, BBC TWO & BBC THREE7th

July, Sports Relief, BBC ONE15th July, Open Golf, BBC ONE & BBC TWO16th July, Proms, BBC ONE & BBC FOUR2nd August, Olympics Trail, BBC ONE &

BBC TWO13th August, Olympics, BBC ONE & BBC TWO1st Sept, Personality Test, BBC ONE3rd Sept, Bogies Gold, BBC ONE, BBC TWO & CBBC4th Sept,

Measure For MeAsure, BBC FOUR4th Sept , TTN, BBC ONE5th Sept, Crisis Command, BBC TWO9th Sept, Fat Nation, BBC ONE & BBC THREE11th

Sept, Last Night Of The Proms, BBC ONE, BBC TWO & BBC FOUR11th Sept, Score i, BBC ONE18th Sept, Greatest Love Songs, BBC ONE24th Sept,

Newsround, BBC ONE26th Sept, Dirty War, BBC ONE

26th Sept, Davis Cup Tennis, BBC ONE27th Sept, Boogie Beebies, CBEEBIES9th Oct, World Cup Qualifier, BBC ONE9th Oct, Grandstand – LG Cup

Snooker, BBC TWO11th Oct, Spooks, BBC ONE12th Oct, Who Do You Think You Are?, BBC TWO19th October, Little Britain, BBC ONE & BBC

THREE23rd October, Strictly Come Dancing, BBC ONE & BBC TWO2nd November, Ten O’Clock News Extra, BBC ONE9th November, Space Odyssey,

BBC ONE12th November, Children In Need, BBC ONE14th November, FA Cup Football, BBC ONE20th November, Snooker: UK Championships, BBC

ONE & BBC TWO21st November, Monarch Of The Glen, BBC ONE1st December, Bhopal, BBC ONE1st December, Christmas Visions, BBC THREE1st

December, Night Fantastic, BBC FOUR4th December, Seniors’ Tennis, BBC TWO12th December, Sports Personality, BBC ONE18th December, Show

Jumping, BBC ONE19th December, Test The Nation, BBC ONE20th December, Snowflake TV, Cbeebies



UK Interactive TV already completely established•Olympics - 9 million users, over 60% of ALL Digital TV viewers•Test the Nation - 1.25m played together over TV•Mammals - 1.8m viewers & 76% interacted until the end•Fame Academy - 1.6m viewers, many watched alternate streams up to 2.5 hours at a time

•Wimbledon 4.2 mill •Great Britons 1.1 mill•Eurovision 1.2m



Ireland 2002 - A Strategy for the Digital Content Industry in Ireland 2002•The vision for Ireland as a centre for the digital content industry is: “to develop

a world-class Digital Content industry based on the targeted development of a number of ‘clusters’ at the ‘intellectual property’ end of the market, namely enabling technology and high-value content and applications.”•Foresight “However many developments driving digital content are now only

beginning and not anticipated to significantly impact the industry until at least 2005 to 2006, by which time there is expected to be mass market penetration of broadband access and devices. In the intervening period the global digital content market is expected to grow strongly at an annual rate of about 30%”

Recommendations•government sponsorship of specific projects/initiatives to act as a catalyst for

skills and market development;•establishment of education and training facilities in areas where there is an

identified shortfall of skills going forward;•the continued support for a “pro-digital content” business environment.



From The Way Forward: Framework for Economic Development in Scotland “Ensuring Scotland is a globally connected nation”•Increased involvement in global markets•Scotland to be a globally attractive location•More people choosing to live and work in Scotland•Digital connectivity•“Information and communications technology can reduce the constraint of

peripherality and enable the development of a less geographically centralised economy … there is real potential for the use of technology to make significant difference to many of the services and employment opportunities available to our rural communities.”



ACCELERATION US - SWITCH TO ON-DEMAND - last few weeks!•Apple has sold 8 million TV shows through iTunes since the Oct. 12 debut of the iPod video.ABC will earn $1.20 per download of the $1.99 consumer download fee on iTunes TV shows.•Warner Brothers launched web based In2TV that will let fans watch on-demand full episodes from more than 100 old television series. More than 4,800 episodes will be made available online in the first year. •Comcast’s On-demand service has had more than one billion program views so far this year. Now CBS is offering within hours after they air, prime time TV, commercial free, for just 99c•NBC via DirecTV’s new PVR is selling prime time shows for 99c•Last week TiVoToGo (which allows users to transfer recorded shows to a PC) announced software that will move these to video iPods and PSPs (TV companies in the US said they will sue)



Massive investment in IPTV in USATHE ROADS - SBS are spending $4bill to reach 18 million homes within 3

years. Verizon are spending $700millTHE CONTENT - Verizon have deals with NBC Universal, Discovery and Starz

Ent - bundled DirecTV, 230 channels. And the other direction - Akimbo today announced ‘long tail’ content for cable companies’

THE OS - Microsoft already testing BellSouth, Verizon and SBC



4. IPTV, Broadband TV revolution - Potential for other players



The Latest Kid on the Block - IPTVTV - Broadband Web and Voice

down one pipe. The great triple play



Advanced TV?



IN SUMMARY•Complex to the nth degree to take part in the global networked world -

technically and commercially •Difficult to produce services to attract a volatile, self-producing audience •There are other english speaking market leaders - catch-up or best practise•In relatively green field sites the opportunity for the ‘leap-frog’ effect requires

not just technical infrastructure but innovative content creation foundations.•and so to LAMP, Production Skills and Opportunities

Evolving Media Creative Dilemmas - Gary Hayes

Education

Transcript of Evolving Media Creative Dilemmas - Gary Hayes