The document discusses how new technologies and changing audience behaviors are transforming the media landscape. It notes the convergence of devices and business models, as well as the fragmentation of audiences across more channels. While audiences now consume more media overall, their consumption is more scattered across various platforms and devices. This has led media companies to experiment with new participatory and social approaches, where audiences can remix, discuss and create communities around content.

1. Media Futures: A participatory paradigm EUROPEAN TELEVISION & MEDIA MANAGEMENT ACADEMY 1

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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) 4

5. New technology New communications New behaviour

6. Convergence Fragmentation Audience relationship Changing Landscape

7. Convergence 1

8. Device Convergence

9. Business Convergence

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11. Audience Convergence

12. Fragmentation 2

13. More Channels

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

15. Better targeting

16. Changing audience Time Access Relationship 3

17. +28% Weekly consumption (hours) Time

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. 26 Broadcast TV Online TV Live TV content Supplementary content Duplicate content “It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10

27. 27 Broadcast TV Online TV Live TV content Supplementary content Duplicate content Social or Participatory content “It’s not the end of TV as we know it” Sheila Sales, MIT, Pg 10

28. 28 Participatory or Social media Remixing content Conversations Communities Apps & tools

29. 29 Participatory or Social media Remixing content Conversations Communities Apps & tools Fans Brands Blend

30. 30 Participatory or Social media Remixing content Conversations Communities Apps & tools Fans Brands Blend Instigate Facilitate Celebrate

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