Daily Highlights for BcB 09/02/2008

• Seven Driving Forces Shaping Media - From 'Trends in the Living Networks'

  From Ross Dawson, author of Living Networks. Also included in the downloadable Future of Media Report 2008. (See article for link.)

  Key highlights of the 7 driving forces below. (BTW, #2 on Fragmentation is a graph I now keep next to the TV remote to justify to my wife why I'm compelled to switch channels obsessively.) ;-)

  tags: articles, trends, social-networks, society, media, businesscasual

  • 1. Increasing Media Consumption
    
    

  • Implications:
    
    Average total media consumption will exceed waking hours. Most media will be consumed with partial attention. Advertising impact will decrease.
    
    

    
    

    
    

    
    
  • 2. Fragmentation
    
    
  • Implications:
    
    Current mass media markets are ephemeral. Revenues per channel will decrease. In all except a handful of cases, production costs will need to scaled down.
  • 3. Participation
    
    
  • Implications:
    
    An infinite supply of content. Increased fragmentation of attention. Pro-Am (professional-amateur) content models will emerge.
  • 4. Personalization
    
    
  • Implications:
    
    Users’ expectations for control over their media will increase. Abuse of personalized advertising will create a backlash. Some will opt-out, and others will opt-in if sufficient value is created.
  • 5. New revenue models
    
    
  • Implications:
    
    Advertising aggregation will be central to the media landscape. Media companies will segment and unbundle ad sales and content creation.
  • 6. Generational change
    
    
  • Implications:
    
    Media channels will be increasingly age-segmented. Advertisers will accelerate their shift to new media outlets. Sharemarket valuations will reflect age profiles of audiences.
  • 7. Increasing bandwidth
    
    
  • Implications:
    
    Video on demand anywhere, anytime. Personal clouds will allow music and video collections to be accessed anywhere without local storage. The rationale for allocated media spectrum and infrastructure will fade.