New entry on regular blog reading list is Personalize Media by Gary Hayes, Director of the Laboratory for Advanced Media Production. He answers the question of the actual change of corporate media´s mindset in a post today rather by the evolutionary modell than by the revolutionary one. Surely the right take on whats happening these days. As I wrote i my latest Paper to Disney´s evolutionary move in Spring this year
Just as this paper is being written Disney announced another major step towards the demise of the windowing system. From May 2006, Disney’s ABC network will make top TV programmes available free on the internet in a two-month trial offer on a revamped website. Available for download over a broadband internet connection following their network premieres, this is a serious offence against network affiliates and subscription services, which traditionally share the same revenue source of advertising. [...]
Overall one can say that there are right now dozens of formattings being tested and thought of. Digital Platforms give programmers all features at hand, one can imagine. What will stay after this first innovation period will be determined by the viewers will.
So further indications of that will are now given. As the Reuters report Gary is pointing to says
That compares with typical ad recall of about 40 percent for commercials viewed on television, industry sources said.
Disney said a survey showed that more than 50 percent gave positive ratings to the advertising experience, which required them to click through interactive ads to watch the shows.
The average age of the online audience for the ABC shows was 29, almost evenly split between men and women and more than half were college educated, the survey showed.
Most Web viewers tuned in from home and watched episodes on their desktop computers within 24 hours after they aired on television. The top reason given for viewing online was because users had missed the episode on TV, Disney said.
Those are the silent news that accompany any evolution.
Brandeins has it. Spatial View, eine Technik, die den Monitor zur 3D Bühne werden lässt. Wahnsinn! Wir leben tatsächlich (fast) in der Zukunft!
Hoffentlich dauert es bis zur Marktreife nicht allzu lange.
Spatial View beginnt gerade gemeinsam mit dem Erfinder Christoph Grossmann aus Hamburg die patentierte Technik zur Marktreife zu entwickeln. Das Marktpotenzial von Spatial View lässt sich nur erahnen. „Das Ziel ist, Präsentation, Interaktion und Konvertierung für den handelsüblichen PC möglich zu machen“, sagt Opel und erläutert: Kameras erfassen die Bewegungen einer Person und berechnen zusammen mit den gespeicherten 3D-Daten virtuelle Vorgänge. Man könnte ohne den Umweg über zweidimensionale Pläne Häuser konstruieren. Man könnte 3D-Computer-spiele entwerfen, die nicht mehr von den X-, Y- und Z-Koordinaten auf eine zweidimensionale Darstellung heruntergerechnet werden müssen. Man kann die Aufzählung endlos fortsetzen.
„Spatial View ist ein Meilenstein hin zu einem Computer, der ohne Tastatur oder Maus zu bedienen sein wird“, so Opel. „Der Nutzer wird eines Tages einfach ins Bild hineingreifen können.“
Die Befreiung der Mäuse, interaction unbundled, sozusagen…
Mal sehen, ob die Herrn Ingenieure das wirklich hinkriegen… Ein paar Jahre wirds aber sicherlich noch dauern…
I’ve just arrived back from London, where I attended the first User Generated Content Summit. Mintdigital was inviting to the cheery location of the Visionarium just next to Regent Street on what seemed to be the hottest day ever in London. Panel was interesting, with short presentations from Telewest and their troublehomegrown platform, MTV and Mints own Bloombox project. With no doubt, one highlight of the event was the unveiling of the Bloombox, a box where thousands of ideas have a place to flourish. If you’d like to take a peek, simply go to www.bloombox.tv and find out yourself.
Most important to me was seeing how the UK folks approach the user generated topic in comparison to what current TV does for example (which I have met during my stay in NYC in April this year). Apart from having gripping discussions with people from production companies, agencies and finance, I furthermore learned key things as how London people walk their dog or what a washing machine sounds like from inside;).
From user cash over the grainy appearance of user generated video to broadcasters strategic issue of positioning themselves in this hype - we’ve been talking about all that stuff. I tell you, London is brewing and they know what the whole thing is about!
Due to the success of the event, mint has already announced plans for a second, more specific event this fall. I’m curious on what we may have achieved in that area by then!
Grouper zeigt uns, in welche Richtung es mit embedding von User Generated Video gehen kann. Die umfangreichen re-publishing Funktionen sind von anderen Aggregatoren bislang unerreicht. Außerdem gibt es seit neuestem eine zusätzliche Funktion zur Kommentierung von Videos durch Video (unten links). Zwar ist auch hier nach wie vor die Videoqualität bescheiden und auch das ästhetisch unvertretbare Thumbnail-Image bei der Einbindung ist genauso schlimm wie bei Youtube & Co. Aber die Offenheit, in der das System gestaltet ist ist richtungsweisend.
Hier ein Beispiel anhand eines netten Mashups, Steve Balmer meets Frankenstein classic.
Taken a long term perspective, it is most likely that [IPTV and its] nascent closed and managed networks establish on the market. Bundled Triple Play offerings will fill up customer bases of IPTV providers and lock them into prepared service packages. Main competitive advantages for IPTV providers in this scenario stem from their Walled Gardens capability of ‘one face to the customer’ billing relation and their lean back product shaping. For telcos and cablers this implies also the saving from the decline in revenues of traditional core businesses. In best case even new customers will be attracted. Cablers and other access providers have to catch up (or, in some markets, take care not to fall back) with their own service bundles and work fiercely on the deployment of interactive enhancements of their offerings if they want to stay up-to-date with the interactive scalability of IP enabled platforms.
A core driver on open systems and broadband TV will be Microsoft. The Media Center has captured a key position in their end-consumer strategy, meaning that it will be marketed strongly, not only in terms of its TV features, but also as a one-stop entertainment device. Issues of intercompabilty and interface design will determine acceptance and herefore intensity of market pull for PC oriented solutions. X-Box and Playstation will have another stake in the embrace of business models for the reconfigured media environment by finding their particular role in the comfort zones, either outranking or complementing other solutions.
Decision makers in their projections should always be aware that the attention span of customers is not endless and after having decided for one or two services, the consideration set already will be fairly well-served. The economies of attention require value capture to be understood as a function of attention scarcity. Companies will prosper, if they can realize scale and scope effects in production or distribution for an efficient allocation of the scarce attention.
For a start, in the era of participation, new media will co-exist with old. It is indeed already increasingly hard to tell when one becomes the other. True, ever more people will upload short video clips to one of the many content aggregators or contribute in peer production activities. But that is not going to substitute the creative wizardry of a Steven Spielberg or the journalistic competence and value of the BBC’s great network of reporters. Instead microchunked media will offer many possibilities for differentiation of content providers and platforms At the same time it will be contributing to the disruption of wide parts of the media landscape. Especially when hurdles for accessing broadband connected PCs will be diminished and new platforms to control value capture will emerge. As we move from broadcast model to narrowcast (or multicast and point-to-point) many interactive services or business models have to be tried out.
It is just rational that broadcasters in this shift follow a bimodal strategy. Providing contents for fluid media experiences on disparate channels is part of the larger strategic adjusting to the afore mentioned intermediary role. Cooperating with gatekeepers of the new distribution hubs (IPTV providers, payTV operators or internet start-ups), they are placing an open bet on the various modes for incorporating the audience, no matter what happens. At least they will gain time to adapt their processes and structures before the next level of convergence between PCs and televised entertainment is reached.
The difference in the advent of IP to TV compared to the days of yore of interactive television is that now, driven by technical progress and convergence, core businesses of market players are being threatened and consumer behavior has evolved in a larger context to more individualization and fragmentation. Penetration of the internet and its undisputed benefits accelerated learning and strengthened demand for true interactive services.
All trends listed in this paper already imply inherently most assets of the broad interactive television term: On-demand content, user interaction on backchannel, Walled Garden services, EPGs and others. IPTV can thereby under many aspects clearly be considered as interactive Television. Taken the fact that iTV is an umbrella term for any form of interactivity involved with television sets, it does not surprise that there are more than 50 definitions attached to iTV and nearby topics. The view held here is that true interactive television puts needs of viewers for interaction through an enhanced television experience in the middle. An interaction that is executed by an integrated backchannel. Interactive television over IP is, due to its disruptive nature and its technical proximity to the internet, a promising approach to solve the situation between broadcasters/distributors/CE-manufacturers that paralyzed many markets for a long time.
IPTV is as such interactive TV although not through the backdoor - it will be coming to homes right next to its own backchannel.
