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Mc luhangalaxy presentation

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  • 1. Broadcasting or Broke-casting? Some notes on audiences and engagement McLuhan Galaxy Conference Barcelona, 23-25 May 2011 Antoni Roig Telo Universitat Oberta de Catalunya (UOC)
  • 2. Index 1 Broadcasting or brokecasting? McLuhan Galaxy
      • The complexity of engaging audiences.
      • What are audiences doing with TV
      • Are you broadcasting yourself?
      • Conclusions
  • 3. Broadcasting or brokecasting? McLuhan Galaxy 2
  • 4. 3 Broadcasting or brokecasting? McLuhan Galaxy
    • Why did Flashforward fail (possibly)?
    • Great concept, but unfocused (too many plots at once)
    • Characters not compelling enough.
    • Odd character decisions.
    • Too self concerned with its own progress.
  • 5. 4 Broadcasting or brokecasting? McLuhan Galaxy
  • 6. 5 Broadcasting or brokecasting? McLuhan Galaxy
  • 7. 6 Broadcasting or brokecasting? McLuhan Galaxy   [data from the AIMC survey ‘Internet en medio de los medios’, 2010] 49,8% Consumers of both conventional TV and TV on the Internet 83,5% TV consumption on the Internet: access to content currently not available on conventional television 53,2% Most wanted content: international series
  • 8. 7 Broadcasting or brokecasting? McLuhan Galaxy
  • 9. 8 Broadcasting or brokecasting? McLuhan Galaxy
    • TV is, more than ever, social , and audiences more active than ever.
    • TV is, more than ever, global , but not homogeneous.
    • TV means, more than ever, real time ( even if talking about fiction).
    • TV means multiple experiences and fragmentation , but it is still built around stories (even if not talking about fiction).
    • TV means connectivity and mobility; broadcasting is still key, but not necessarily central.
    • TV is everyday .
    • TV is, in the end, about engagement .
  • 10. 9 Broadcasting or brokecasting? McLuhan Galaxy Are you broadcasting yourself?
  • 11. 10 Broadcasting or brokecasting? McLuhan Galaxy
  • 12. 11 Broadcasting or brokecasting? McLuhan Galaxy
    • Conclusions:
    • Professional producers must consider the importance and the complexities of fostering audience engagement, considering different practices and different local realities.
    • … And accept that TV is not a proprietary system: TV consumption and production are social practices.
    • How do we measure audiences in this context?  How can we ‘measure’ engagement?
    • Engagement must be a continuous process based on reciprocity and accountability, not control.
  • 13. 12 Broadcasting or brokecasting? McLuhan Galaxy Thanks for your attention [email_address] “ 200,000 people who deeply understand a product and brand are more valuable than 2 million lightly engaged” [Mike Monello, from Power to the Pixel Think Tank Report, 2010]