Presentation by Leo Ryan (DraftFCB) in May 2010

1. Media Futures:
A participatory paradigm
EUROPEAN TELEVISION & MEDIA MANAGEMENT ACADEMY
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4. “the future of media is a future of
relentless experimentation and
innovation, accelerating change, and--
for those who embrace the new ways in
which consumers are connecting with
each other--enormous potential.”
(Rupert Murdoch, Fortune Magazine
05.05.07)
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5. New technology
New communications
New behaviour

6. 1. Convergence
2. Fragmentation
3. Audience relationship
Changing
Landscape

7. Convergence
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8. Device
Convergence

9. Business
Convergence

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11. Audience Convergence

12. Fragmentation
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13. More Channels

14. UK TV programmes reaching +15m viewers 95-05
Harder to reach big audiences

15. Better targeting

16. Changing 1. Time
2. Access
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audience 3. Relationship

17. Weekly consumption (hours)
Time
+28%

18. Time shifting
Access

19. Time shifting
Access

20. Location shifting
Access

21. Channel ME
Access

22. Ad avoidance
Relationship

23. Continuous Partial Attention

24. Participating in surprising ways

25. “The future is already
here - it is just unevenly
distributed”
William Gibson, 1999

26. Broadcast TV Online TV
Live TV Duplicate Supplementary
content content content
“It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10
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27. Broadcast TV Online TV
Live TV Duplicate Supplementary
content content content
Social or Participatory content
“It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10
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28. Participatory or Social media
Remixing content Conversations Apps & tools Communities
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29. Participatory or Social media
Remixing content Conversations Apps & tools Communities
Fans Brands Blend
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30. Participatory or Social media
Remixing content Conversations Apps & tools Communities
Fans Brands Blend
Instigate Facilitate Celebrate
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