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Online Media and User-Created Content: Case Studies in News Media Repositioning in the Australian Media Environment
 

Online Media and User-Created Content: Case Studies in News Media Repositioning in the Australian Media Environment

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Paper presented to European Media Management Association, ESCP-EAP, Paris,, France, 13-14 February 2009

Paper presented to European Media Management Association, ESCP-EAP, Paris,, France, 13-14 February 2009

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    Online Media and User-Created Content: Case Studies in News Media Repositioning in the Australian Media Environment Online Media and User-Created Content: Case Studies in News Media Repositioning in the Australian Media Environment Presentation Transcript

    • Online Media and User-Created Content: Case Studies in News Media Repositioning in the Australian Media Environment Professor Terry Flew Media and Communications Creative Industries Faculty Queensland University of Technology Brisbane, Australia Paper presented to Media after the Mass , European Media Management Association Annual Conference, Paris, France, 13-14 February 2009.
    • Impacts of Web 2.0/User-Created Content (UCC)
      • Digital content innovation favour the margins - decentralised, new entrants, organisational innovation
      • New form of competition for incumbent media for advertiser revenues, audience time and access to content
      • Media professionals challenged by ‘pro-ams’ and social media sites
    • Impacts of Web 2.0/User-Created Content (UCC)
      • Users expect participation, interaction and engagement - less deferential toward media gatekeepers
      • ‘Long tail’ economics and eroding of the distribution bottleneck that protected media revenues
      • Open platform media means plethora of information and entertainment content sources
    • New media, new rules?
    • News/paper?
          • I'd like to suggest to you that the term newspaper should be broken into two parts, news and paper. The paper part needs to be put aside for a moment, as it is only one of many potential distribution methods. The news engine is independent of the delivery mechanism, or it should be (Vinton Cerf, The Guardian , 26 September, 2008).
    • Australian media use, 1999
    • Australian media use, 2006
    • Newspaper circulation in Australia - metropolitan and national dailies 2002-2008
    • Online traffic to major Australian news media sites, 2006-2008
    • Mainstream media still dominate independent news media online in Australia
    • Global trends in advertising spend
    • Australian advertising spend across media, 2002-2007
    • ‘Perfect storm’ facing newspapers in late 2000s
      • Declining advertising expenditure with global economic recession
      • Declining share of total advertiser spend
      • Loss of ‘river of gold’ classified advertising to online
      • Declining spend on premium online sites
    • Disaggregation of media content - the major threat
          • It is the loss of control over the format and timing of the distribution of information that poses the true challenge to the traditional media - the value created by traditional media models is based on scarcity, but the Internet supports an environment of information abundance. Audiences are able to access the same professionally produced news, information and entertainment that they previously obtained from traditional media, but on their own terms - furthermore, they are able to separate stories from the advertising sold by the publisher or broadcaster (Miel and Faris, 2008: 5).
    • Brisbane Times
    • Fairfax print media titles have been successful online
    • Online-only Fairfax Media titles
      • The Vine (young people 18-29 y.o.)
      • Brisbane Times (Brisbane/S-E Queensland)
      • WAToday (Perth/Western Australia)
      • Online classifieds:
        • Domain (houses)
        • My Career (jobs)
        • Drive (cars)
        • RSVP (personals/dating)
    • Brisbane Times impact in SE Qld. market
      • Very successful when launched
      • Employs fraction of journalists of incumbent ( Courier-Mail )
      • Growth has slowed over 2008-09
      • Peak demand is 12-2 - “lunch time is the new prime time”
      • Minimal opening up for user-created content
    • Special Broadcasting Service
    • SBS: Australia’s multicultural public broadcaster
      • Established in 1978 - began TV in 1980
      • SBS ‘has given cultural diversity visibility in the media and in the process it has made Australian culture richer, more varied and more inclusive’ (Ien Ang et. al. , 2008: 4).
    • Opening up SBS Online for user-created content
      • STRENGTHS
        • Scope to move beyond being ‘re-broadcaster’ of agency news material (CNN, BBC etc.)
        • Reputation as trusted news source
        • Multiple links to Australia’s diverse ethnic/language communities
        • Educated and informed audiences
        • Scope to be ‘honest broker’ between communities in conflict
      • WEAKNESSES
        • Accusations of bias/lack of balance
        • Not expected to be an ‘opinion’ outlet
        • Risks to brand and reputation
        • Balance between editorial standards and opening up to user participation
    • Opening up SBS Online for user-created content
      • OPPORTUNITIES
        • Harnessing cultural diversity as a productive resource
        • New sources of news agenda-setting
        • New forms of participation/public sphere
        • Engaging disenfranchised communities (e.g. young)
        • Telling different stories/new forms of identification with SBS
      • THREATS
        • Credibility and quality/regularity of output from non-SBS sources
        • Site moderation and legal risks
        • Editorial management of site
        • Scope for conflict between SBS professional and UCC ‘pro-ams’
    • UCC @ SBS and future of public service media
      • From PSBs to PSM: rethinking the pubic service remit
      • Not just multi-platform but new modes of engagement
      • Scope to be innovators in changing the media form
      • Opening up - moving beyond the media professionals and ‘transmission model’