Tom Kennedy Digital Media Specialist

1
Canada Pavilion AICHI Japan - Cultural New Media
Days
Tom Kennedy - Digital Media Specialist
2
New Media Old truths..
Five simple media axioms hold true

• You need to talk to your audience in their
  medium of choice.
• Advertisers follow audiences once it reaches
  critical mass.
• Audiences like to see reflections of their own
  stories and self.
• Regulation Lags Innovation.
• Nobody knows anything.

3
By the time todays youth hit middle age, the
distinction between television, video games, and
the Internet will have all but melted away. All
content will be more or less interactive, all
screens will be IP-enabled, and everything we
view on them ads, entertainment, in the home,
on the go will be served up individually,
according to who we are and what we are
doing Rishad Tobaccowala, Starcom

4
the digital consumer

• the digital consumers use of media is
  sophisticated and complex.
• marked by an expectation of instant access
  everywhere, all the time,
• Informed, critical and selective - insistent upon
  individualised communication, customised service,
  and rapid response.
• They flow unrestrained between various
  interactive and passive media,
• not easily captured by traditional methods and
  metrics,

5
The revolution will be podcast
digital trends

• Coke was it! - Google named global brand of the
  year 2004
• Search engine EPGs are the new battle fronts
  in culture media
• Apple music store reaches 200 million downloads
• Boom in digital cameras shuts Kodak film
  divisions.
• Bit Torrent peer to peer software accounts for
  60 of net traffic.
• With self selected media your upstream and
  downstream peer
• network is an important trust filter for
  content.
• BLOGS and user generated content is shifting the
  flow of media.

6
Culture lost in transition..?

• Changing consumer media habits are accelerating.
  
• as online wireless mature as content
  platforms
• and influencing how we consume culture,
• The move to on demand, self selected media by
• sophisticated devices and users, changes the
• traditional regulatory approach .
• A post broadcast regulatory environment requires
• new ways of addressing culture and access.

7
Cultural rules in transition

• Regulatory silos of media are increasingly
  difficult to regulate in a convergence market.
• Cultural Quotas by genre, expenditure become
  outmoded when content flows seamlessly between
  platforms outside a broadcast paradigm.
• How do we ensure access to local stories when
  consumers self select by device, by genre, by
  peer review?

8
Cultural rules in transition

• How do we ensure access to local stories when
  search is owned, manipulated and paid for
  seeding?
• The role of the public broadcaster, collecting
  institutions is expanding beyond geographic and
  physical boundaries.
• Pressure for Direct subsidy is ever increasing in
  a diverse media environment.

9
Australian Media trends..

• 14 of leisure time is spent on-line and growing.
• Time spent on-line increases with speed of
  access.
• 10m Australians now on line.
• 19m Australian Mobile phone connections.
• Rich media mobility set to explode ( 3G).
• iTV via mobile and STB a growing trend.
• Traditional media use is in decline.
• Niche digital channels increasing reach.

10
Mobile, Myth and Money

• With each new technology phase there is a rush to
  the
• next new business model.
• The development costs to content holders and
  producers
• are not insignificant and need to be understood.
• Handset Standards are wide,
• Revenue share models are skewed to the network
  operator.
• Privacy and suitability of content is an ongoing
  issue from
• a policy and user perspective

11
TK_at_mediazoo.com.au www.mediazoo.com.au