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The challenge of 15-24 year olds in Digital Entertainment

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Title: The challenge of 15-24 year olds in Digital Entertainment


1
The challengeof 15-24 year olds in
Digital Entertainment
Peter Olaf Looms
2
This evenings menu
  • Who I am and what I do
  • DR and 15-24 year olds
  • Highlights of research into youth and digital
    media
  • A case Boogie
  • Conclusions
  • The future

3
Who I am and what I do
  • 1

4
Who I am and what I do 1/3
  • Full-time consultant at DR, a
    public service broadcaster - to inform,
    educate and entertain
  • Strategic planning, mainly digital TV
    and broadband

5
Who I am and what I do 2/3
  • Teach postgraduate courses on project management
    and strategy
  • Participate in RD projects (mobile content for
    youth, PVRs, interactivity and advertising)
  • the University of Hong Kong
  • the IT-University of Copenhagen
  • EMMDIS MSc Programme - Cross Media
  • Production -INA, Institut National
    dAudiovisuel, France
  • Institute of Interactive Television Research,
  • Murdoch University, Perth, Australia
  • (October/December 2004)

6
  • The IT University of Copenhagen

7
Who I am and what I do 3/3
  • Current tasks
  • Chairman of European standardisation programme
    for Personal Video Recorders
    (PVRs) in Europe
  • Benchmarking of web, mobile digital TV projects
    in
    the Nordic countries
    within the Nordvision New Media group
  • Strategic planning of DRs interactive media
    towards 2010

EICTA
8
DR and the 15-24 years olds
  • 2

9
Supply of broadcast media in Danish - 1995
radio
tv
10
Supply of broadcast media in Danish - 2004
radio
P5 P6
Altid Sport
tv
11
Penetration of new media in Denmark -1995
0,9 1 33

12
Penetration of new media in Denmark - 2004
82 78 90

13
Penetration of new media since 1953
2 TVsets
Internet
Mobile phone
DVD
Games console
Digital TV
gt10 channels
Stereo-TV
Nicam surround
TTV
mobile
www
Sat-TV inkl. Fællesantenner, hybridnet og
paraboler
Sources Gallup Annual Survey, Gallup Index
Danmark og Danmarks Statistik
Bredbånd ADSL, kabel, m.m. Ikke ISDN
14

Weekly television consumption (all Danes)
Hours/week
lt1
Slow rate of change
Source Gallup
15

Weekly television consumption (Danes lt 30)
Hours/week
Rapid change...
lt1
Source Gallup
16
DR has a problem...
  • Youth and television

15-24 year olds have never watched much
TV. Currently 20 ofthem watch less than 15
minutes a week TV (TV drama in Danish) Source
Gallup TV-meter 2004
17
DR has a problem...
  • Youth and television
  • Youth and radio

Average weekly listening in 2003 21 hours 54
mins.
Radio is on the decline There are many other
radio-like options...
Source DR
Whole population 12-19 year-olds Figures from
1998-2003
18
DR has a problem...
  • Youth and television
  • Youth and radio
  • Youth and other
  • digital media

81 of all 8-12 year-olds Play PC games daily
52 play console games The average kid spends
nearly an hour a day playing electronic games
Source Gallup (2002) for Børnerådet/Youth Council
19
DR has a problem...
  • Youth and television
  • Youth and radio
  • Youth and other
  • digital media
  • Youth and mobiles
  • Youth have a varied and voracious appetite for
    all things digital - but we know too little about
    it

The mobile is the most ubiquitous personal device
- 96 of all 15-24 year olds have one A typical
user sends 17 SMS messages a day
Source Gallup Telekom Index, 2004
20
DRs problem is legitimacy
  • Licence-fee funded Public Service broadcasting
  • Something for everyone
  • Its a problem is DR has nothing to offer the
    youth

21
DRs problem is legitimacy
  • Two hypotheses

A. If DR loses the young as viewers, listeners or
users of public service then they are lost for
good
As yet we do not know which of the two is
right. Dare we run the risk that it will be B?
B. Media consumption patterns are a reflection
of phases in life. The young will return to the
fold as they get older
22
DRs problem is a global one

What Do we know about young people?
Is there anything we can do as a result?
How Can we reach a better understand of what
makes them tick?
23
Research into youth digital media
  • 3

24
A recent study from the USA
www.online-publishers.org
25
(No Transcript)
26
(No Transcript)
27
Remember - mobile not widespread in US
Methodological problems - interviews
28
(No Transcript)
29

www.w2forum.com
30
The importance of youth
  • In numerical terms, youth are declining as a
    proportion of the global population (exceptions!)
  • Increase economic power as a consumer group
    (USD 1.4 trillion annually)

31
Increasing mobile adoption
  • Most popular youth technology product
  • In many countries, the mobile has reached 80
    penetration of this group
  • 8 of disposable income will be spent on mobiles
    in 2006 (cf. 1 on music)
  • Need to develop relevant content and services for
    youth lifestyles

32
Music
  • Mobile music is a myth (MP3 on the phone)
  • Growth not driven by retails sales to youth but
    as a promotional channel (music clips, promos,
    identifying tastes and trends) c.f. i-Pod

33
TV
  • Youth audiences are in a decline
  • Fewer watch TV
  • Those who watch see fewer hours
  • However more satisfaction with the TV that is
    watched (BBC figures for the UK)
  • The mobile as the universal return channel for
    participation
  • SMS and MMS popular as means of taking part in
    live shows (votes, polls, contributing opinions
    and sharing content)
  • Voting only associated with entertainment such as
    Reality shows - not politics

34
Games
  • The mobile slowing down video games
  • As yet still a niche PSP, N-Gage, Nintendo
    DS
  • Take up will depend on tying things into other
    media and platforms such as online and video
    consoles

35
Diffusion model breaking down
  • Early adopters do not influence youth adoption
    into mass markets cf. ROAR
  • Early adopters can however be used for product
    development

36
Right of Admission Reserved
www.roar.org
37
Annual reports on youth research in the UK
38
Traditional model of diffusion
39
Hypothesized Diffusion Model 2002 ROAR Findings
Opinion Formers
Mainstream
Aspirants
Media
Celebrities
40
Different Relationships with Media Across Groups
Media overload
Opinion Formers screen by is it fresh, new, part
of my passion
Filter based on passion strong allegiance to
brands truly involved
41
Artists tipped to emerge during the period of
our study by our music insiders.We asked about
our respondents about awareness.
  • Dizzee Rascal - UK Garage
  • Alfie Guitar Indie /Folktronica
  • Athlete Guitar/Indie
  • Kings Of Leon Rock
  • Mars Volta Rock
  • The Rapture Rock
  • Zinc - DrumnBass
  • Joe Budden Hip Hop
  • Chingy Hip Hop / RB

Opinion Formers Ahead
Aspirants Ahead
42
What bands are you into?
  • Qn Of those artists you are aware of, which
    ones are you into?
  • We ordered the bands by popularity, then saw
    which of our groups were relatively more or less
    into each of the acts.
  • And the survey said
  • Of top 5 most popular listed artists of the time,
    e.g. Wayne Wonder and Big Brovaz those being
    pushed in the media aspirants easily lead in all
    cases
  • As we move further down the popularity stakes
    e.g. Zinc and Alfie, Opinion Formers start to
    dominate.

43
The role of opinion formers is manifold
  • Opinion formers do pass on information about new
    things most quickly.
  • Specifically Opinion Formers spread most quickly
    to the mainstream.
  • Opinion formers and the Mainstream are more
    likely to form friendship groups, with Aspirants
    more likely to hang out with other Aspirants.

44
In pictures
Opinion Formers
Aspirants
Mainstream
45
Qualitative research shows relationship with
media helps filter info overload
  • Opinion formers have passion centres and will
    filter according to whether it is in that centre.
  • Aspirants have a select subset of trusted cool
    sources of media and they will be receptive to
    its output.
  • Mainstream are more passively selecting based on
    volume of information from any media source.
  • Opinion formers were more into esoteric acts
    whereas the aspirants followed more media-plugged
    acts.

46
Hypothesized Diffusion Model 2002 ROAR Findings
Opinion Formers
Mainstream
Aspirants
Media
Celebrities
47
To
Different kinds of media interaction
MEDIA
Opinion Formers
Aspirants
Mainstream
48
Direct Applications
  • Opinion former attitude interest in a specific
    area.
  • Identify super opinion formers in a particular
    field.

49
(No Transcript)
50
Handheld devices
  • The aesthetic has left the record sleeve and
    now the aesthetic is the artifact the iPod
  • The market is moving toward the artifact, not
    the music to fill it.
  • Storing a few perennial favourites, otherwise
    shuffling new music in and out - relectant to pay
    for something you dont keep

51
Devices on the move
  • Music to structure the mood on their way to and
    from home
  • Controlling their space, time and interaction.
  • Carving out a private area in public spaces
  • Wearing white earphones
    feeling safe
  • Women less likely to be chatted up by strangers

52
The SAFT project
53
(No Transcript)
54
Research from May 2003
  • Risk behaviour among 9-16 year olds in Denmark,
    Finland, Iceland, Norway, Sweden...
  • ...and Ireland

55
1
56
1
57
1
58
1
59
Kids and adolescents use the Net for many things
1
60
1
61
1
62
1
63
1
64
1
65
1
66
The Net generation sub-culture -a first attempt
to understand it
  • Kids by and large have their own Net culture
  • The Net is the current toy and medium for gaining
    experience, entertainment, communication and
    network building in Denmark coupled with the
    mobile phone
  • The transition from childhood to adulthood
    involving experimentation, breaking new ground
    and challenging taboos currently takes place
    primarily on the Net
  • The home, school and out-of-school clubs have
    become transparent areas where adults observe and
    engage in dialogue with children on equal terms

67
The Future of the Protection of Minors -
Attitudes and Possible Action
  • 4 components
  • Protect minors from media
  • Satisfy kids need for quality media
  • Participate in kids activities using media
  • Bring children up to relate to media

68
Who help the Net generation?
1
Facilitators of learning
  • Kids most frequently learn about the Net from
  • Peers - friends, schoolmates (53)
  • Parents (38)
  • Trial and error (34)
  • Their teachers (23)
  • Older siblings (21)
  • Websites (8)
  • Libraries (7)
  • Chat pal (7)
  • Magazines (5)

69
A case
  • 4

70
Legitimacy - an issue of coverage
Media
71
Legitimacy - an issue of coverage
Distribution
Media Analog tv DTV
FM DAB Internet Mobile
TV
Radio
Web
services
Votes
Quiz
Community
72
Legitimacy - an issue of coverage
Distribution
Media Analog tv DTV
FM DAB Internet Mobile
TV
Radio
Web
Services
Votes
Quiz
Community
73
Boogie - which media/services on which platforms?
Distribution
Media Analog tv TTV
FM radio Internet
boogie tv
videoclips
TV
P3 boogie netradio
Radio
boogie site
Web
Tjenester
Boogie-list
TTV- crawler
SMS-greetings
TV- crawler
boogie community
P2P
Mobile initially being used as return channel
74
Boogie tv
  • form. fascination
  • content. identification
  • music. 60-70
  • VTR
  • lifestyle
  • film fashion friends games parties sport dating
    stars etc.
  • competitions
  • guests
  • events

75
Boogie - music clips/tv on the web
76
Boogie - radio on FM (P3)
adio
Monday-Friday 14-15
77
Boogie - digital radio on the net
Our first player i 2002
78
Boogie - www.dr.dk/boogie
79
Boogie Teletext s. 505
80
What doe we use mobiles for
  • Mobiles as a return channel (video battles, SMS
    greetings, questions to guestsin the studio)
  • Also for SMS-greetings on TTV crawler
  • Interaction rate (conversion rate) as high as 10
    of viewers

81
Boogie TV crawler - SMS
82
Boogie Teletext crawler
Being able to show all greetings
83
SMS chat on TTV
Currently not in use on Boogie
84
Boogie klub/community
85
Boogie klub/community
Boogie klub/community
86
Boogie klub/community
Boogie klub/community
87
Format
  • Boogie is a cross-media service
  • Synergy
  • Boogie is there for you
  • whatever you want,
  • whenever you want,
  • wherever you want it...

88
Boogie - round the clock (mon-fri)
  • Accessibility
  • Participation

Watch Boogie on TV
Send a greeting - SMS
Find Boogie-list on TTV
listen to Boogie on P3 (FM)
listen to Boogie radio (Web streaming)
Find info på www.dr.dk
P2P contacts with Boogie community on www.dr.dk
89
Quality of Service - delivering it all
TXT-TV
Cyclone
(1212)
90
Services Competitions top the list
Which serviceshave you used in the last month? Which serviceshave you used in the last month?
Competitions and votes (inclusive of radio/tv) 4,9
Ringetones 4,3
Logos 3,4
Information services (traffic, weather) 1,5
Games 1,4
M-commerce via SMS (cinema, parking) 0,5
Sportsnews and results 0,5
  • Ca. 5 of all Danes took part in a competition
    within the last month
  • Very few (1 out of 200) subscribe to sports news
    and results
  • Youth (15-24) in this respect are much the same
    as everyone else.

Source Gallup Telekom Index, 2004
91
Conclusion
  • 5

92
  • We need to take youth culture and interests
    seriously if they are not to become a subculture
    with few links with the rest of society
  • As yet we have limited research on what is
    happening
  • It is possible to get the youth back into the
    fold if we tailor our offerings to their
    interests and needs.

93
The future?
  • 6

94
  • Cross media
  • Anything, Anytime, Anywhere
  • Public Service as a driver for new media take-up
    and not just a historical anachronism

95
Peter Olaf Looms
  • DR /
  • Danish Broadcasting Corporation
  • TV-Byen
  • DK-2860 Soborg DENMARK
  • t 45 35 20 83 66
  • m 45 51 56 75 46
  • e polooms_at_inet.uni2.dk
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