1. 1. Public Service Media Taste Agents: Cultural Intermediaries Working as Innovation Brokers 16 July 2015IAMCR, Universit du Qubec Montral DIGITAL PUBLIC SERVICE MEDIA AND COLLABORATIVE MEDIA PRODUCTION jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
2. 2. The Significance of Digital Media for PSM DISRUPTIVE TECHNOLOGIES - SOCIAL MEDIA PSM AND COOL MEDIA - LEAD USER THEORY NEW CONTENT AND PRODUCTION METHODOLOGY OPPORTUNITIES CULTURAL INTERMEDIARIES -> INNOVATION BROKERS: KNOWLEDGE EXCHANGE ABCS FRESH BLOOD jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
3. 3. PSB Towards PSM CORE RETHIAN PRINCIPLES INCREASE IN SERVICES - CONTENT AND DISTRIBUTION CROWDING OUT DISTINCTIVE INNOVATION - CUNNINGHAM, 2013 jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
4. 4. Sure A is for Australian, but where is the D for Digital CONVERGENCE REVIEW: SIGNIFICANCE OF DIGITAL PROPERTIES REMIT REQUIREMENT TO INNOVATE AND DELIVER CONTENT ACROSS DIGITAL PLATFORMS RECENT BUDGET CUTS AND CONTROVERSIES MARK SCOTTS RESPONSE TO TIGHTER BACK OF HOUSE PROCEDURES LEADS TO GREATER EMPHASIS ON DIGITAL AS RESPONSE TO BUDGET CUTS jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
5. 5. PSM and Social Media INCREASED PARTICIPATION POTENTIAL PSM HAS MOVED BEYOND RESTRICTIVE AND CAUTIONARY USE (POELL & VAN DJICK, 2013) TENSION REMAINS BETWEEN COMMERCIAL SOCIAL MEDIA PLATFORMS AND PUBLIC VALUES PSM + SOCIAL MEDIA = DIGITAL PUBLIC SERVICE MEDIA? digital public service media enables PSM producers to engage its audience in collaborative and co-creative activities on platforms that are facilitated by commercial vendors, but are integrated into what is considered public value jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
6. 6. Social TV & Scripted Comedy Television ABC PRODUCE MAJORITY OF SCRIPTED OZ COMEDY TV - (GOW, 2015) HIGHER ENGAGEMENT WITH AUDIENCES THROUGH SOCIAL MEDIA SOCIAL TV REQUIRES UNIQUE KNOWLEDGE OF FRINGE CREATIVITY WITH ABILITY TO INCORPORATE INTO ABC PRACTICE jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY
7. 7. jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY Cultural Intermediaries as Innovation Brokers CULTURAL INTERMEDIARIES ARE HIDDEN ACTORS IN DIGITAL PUBLIC SERVICE MEDIA THESE ARE THE YOUTUBE PRODUCERS AT THE FRINGE OF CREATIVITY, OR COOL MEDIA INTERACTING WITH LEAD USERS LEAD USERS are at the leading edge of important trends in a marketplace under study - and so are currently experiencing needs that will later be experienced by many users in that marketplace (Franke, Hippel, & Schreier, 2005, p.304)
8. 8. 2013 24 young creatives 70 Sketches 900,000 views (Screen Australia, 2015) 2015 Fancy Boy The Record Wham Bam Thank you Maam Bedhead Aunty Donna
9. 9. jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON UNIVERSITY OF SYDNEY Digital PSM & Cultural Intermediaries PSM IS CRUCIAL FOR INNOVATIVE CULTURAL PRODUCTION LEAD USER THEORY POSITIONS THE MARKETPLACE AS R&D SPACE FOR PSM NEW PRODUCTION METHODOLOGIES ARE SHARED WITH THE BROADER MEDIA SECTOR CULTURAL INTERMEDIARIES TRANSLATE ABC FRAMEWORKS AND FRINGE CREATIVITY - YOUTUBE PRODUCERS SOCIAL MEDIA REMAINS CONTENTIOUS FOR COMMERCIAL/PUBLIC VALUE INTERACTION A NEW UNDERSTANDING OF UNIVERSALITY IS REQUIRED
10. 10. jonathon.hutchinson@sydney.edu.au @dhutchman JONATHON HUTCHINSON DEPARTMENT OF MEDIA AND COMMUNICATION UNIVERSITY OF SYDNEY