Online video Advertising 320% by 2020Premium content competition – intensify = sports, licenses across platforms will rise dramaticallyYouTube expected to invest over 100m on commissioning original content in UKBig questions:will internet as viable TV platform sustain innovation or disrupt innovationTypewriter – electric typewriter helps, word processor disruptive…?Expectation of free – but pay for what they really wantLike-based schedulingConnected viewing – laptop not TVTransmedia storytelling
Trend #1PRODUCTIONIS HIGHLYDIMENSIONALISED• Stand-alone, text-based article is dying.• Digital content played a role in two- thirds of Pulitzer winners in 2012.• Media companies delivering multi- platform, multi-format storytelling• Media today is social by design.
THE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTION The New York Times is digitally-minded, with interactive elements, video, and photo slideshows embedded across its wide range of topics. Beyond innovating formats, Facebook integration allows readers to sign into nytimes.com via their accounts to see what articles their friends are ―recommending‖ and sharing.
Trend #2 EDITORIAL IS NOW DEMOCRATISED• Need to deliver a wealth of content in a non-stop news cycle• Need to drive page views for ad revenue• Media companies have opened up their ranks to guest expert authors• Increase depth and breadth of coverage.
Trend #3―BEATS‖ HAVE BECOMEHIGHLY SPECIALISED(AGAIN)• Media are not only broadening coverage, they’re going deeper.• While traditional media carries finite space that demands professional editing, online media knows no boundaries, beyond the editorial agenda brought to readers.
Trend #4EXPERIENCE ISHIGHLYPERSONALISED• The front page is no longer the same for everyone.• Or any page for that matter.• Publications have infused their online properties with intelligence that delivers highly unique content based on past behaviors.• Consumers now expect that each time they return, they’ll be served up content tailored to their specific needs.
Trend #5SOURCING ISMORE SOCIALISED• Media companies now utilise social media monitoring to listen in on real- time conversations• Take advantage of up-to-the-minute trends—and provide content that matters to their readership.• Nine in ten journalists claim to have investigated an issue further due to information sourced from social media.