This document discusses the role of cultural intermediaries in public service media as innovation brokers. It argues that cultural intermediaries, such as YouTube producers at the fringe of creativity, can interact with "lead users" to help public service media organizations innovate. The document uses the example of the ABC's "Fresh Blood" program in Australia, which helped launch several popular comedy acts. It concludes that public service media has an important role in innovative cultural production and that cultural intermediaries can help translate fringe creativity and share new production methodologies with the broader media sector.

1. Public Service Media Taste Agents: Cultural
Intermediaries Working as Innovation Brokers
16 July 2015IAMCR, Université du Québec à Montréal
DIGITAL PUBLIC SERVICE MEDIA AND COLLABORATIVE MEDIA
PRODUCTION
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

3. The Significance of Digital Media for PSM
DISRUPTIVE TECHNOLOGIES - SOCIAL MEDIA
PSM AND ‘COOL’ MEDIA - LEAD USER THEORY
NEW CONTENT AND PRODUCTION METHODOLOGY
OPPORTUNITIES
CULTURAL INTERMEDIARIES -> INNOVATION BROKERS:
KNOWLEDGE EXCHANGE
ABC’S ‘FRESH BLOOD’
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

4. PSB Towards PSM
CORE RETHIAN PRINCIPLES
INCREASE IN SERVICES - CONTENT AND DISTRIBUTION
CROWDING OUT
‘DISTINCTIVE INNOVATION’ - CUNNINGHAM, 2013
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

5. Sure ‘A’ is for Australian, but where is the ‘D’ for Digital
CONVERGENCE REVIEW: SIGNIFICANCE OF DIGITAL
PROPERTIES
REMIT REQUIREMENT TO INNOVATE AND DELIVER CONTENT
ACROSS DIGITAL PLATFORMS
RECENT BUDGET CUTS AND CONTROVERSIES
MARK SCOTT’S RESPONSE TO TIGHTER ‘BACK OF HOUSE’
PROCEDURES LEADS TO GREATER EMPHASIS ON DIGITAL AS
RESPONSE TO BUDGET CUTS
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

6. PSM and Social Media
INCREASED PARTICIPATION POTENTIAL
PSM HAS MOVED BEYOND ‘RESTRICTIVE’ AND ‘CAUTIONARY’
USE (POELL & VAN DJICK, 2013)
TENSION REMAINS BETWEEN COMMERCIAL SOCIAL MEDIA
PLATFORMS AND PUBLIC VALUES
PSM + SOCIAL MEDIA = DIGITAL PUBLIC SERVICE MEDIA?
“digital public service media enables PSM producers to engage its audience in
collaborative and co-creative activities on platforms that are facilitated by commercial
vendors, but are integrated into what is considered public value”
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

7. Social TV & Scripted Comedy Television
ABC PRODUCE MAJORITY OF SCRIPTED OZ COMEDY TV -
(GOW, 2015)
HIGHER ENGAGEMENT WITH AUDIENCES THROUGH SOCIAL
MEDIA
SOCIAL TV REQUIRES UNIQUE KNOWLEDGE OF FRINGE
CREATIVITY WITH ABILITY TO INCORPORATE INTO ABC
PRACTICE
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

8. jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY
Cultural Intermediaries as Innovation Brokers
CULTURAL INTERMEDIARIES ARE HIDDEN ACTORS IN DIGITAL
PUBLIC SERVICE MEDIA
THESE ARE THE YOUTUBE PRODUCERS AT THE FRINGE OF
CREATIVITY, OR ‘COOL’ MEDIA
INTERACTING WITH LEAD USERS
LEAD USERS “are at the leading edge of important trends in a marketplace
under study - and so are currently experiencing needs that will later be
experienced by many users in that marketplace” (Franke, Hippel, & Schreier,
2005, p.304)

11. 2013
24 young creatives
70 Sketches
900,000 views
(Screen Australia, 2015)
2015
Fancy Boy
The Record
Wham Bam Thank you Ma’am
Bedhead
Aunty Donna

12. jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY
Digital PSM & Cultural Intermediaries
PSM IS CRUCIAL FOR INNOVATIVE CULTURAL PRODUCTION
LEAD USER THEORY POSITIONS THE MARKETPLACE AS R&D
SPACE FOR PSM
NEW PRODUCTION METHODOLOGIES ARE SHARED WITH THE
BROADER MEDIA SECTOR
CULTURAL INTERMEDIARIES TRANSLATE ABC FRAMEWORKS
AND FRINGE CREATIVITY - YOUTUBE PRODUCERS
SOCIAL MEDIA REMAINS CONTENTIOUS FOR
COMMERCIAL/PUBLIC VALUE INTERACTION
A NEW UNDERSTANDING OF UNIVERSALITY IS REQUIRED

13. jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
DEPARTMENT OF MEDIA AND COMMUNICATION
UNIVERSITY OF SYDNEY