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
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 .
9 Broadcasting or brokecasting? McLuhan Galaxy Are you broadcasting yourself?
10 Broadcasting or brokecasting? McLuhan Galaxy
11 Broadcasting or brokecasting? McLuhan Galaxy
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.
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]