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Lean back heritage - opportunities and experiments

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In the ever increasing battle for user attention most cultural heritage institutions still primarily concentrate on the browser (website, laptop, desktop) to reach audiences, far fewer rely on the mobile-first (tablet, smartphone, apps) paradigm. The second bias is towards lean-forward content consumption - typically characterized by individual users having short spans of attention - as opposed to the lean-back paradigm of the TV, with its big screens in collective social settings, inviting for longer spans of attention.
I believe the heritage industry should explore the yet uncharted lean-back territories of smart TV and media players. In this slidedeck I elaborate these ideas. To make things manifest, I show the first results of my hands-on experiments with the open Kodi (www.kodi.tv - media center software) and RaspberryPi platforms.

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Lean back heritage - opportunities and experiments

  1. 1. Lean back heritage Opportunities and experiments Olaf Janssen, National Library of The Netherlands, October 2015 olaf.janssen@kb.nl // @ookgezellig // Slideshare:OlafJanssenNL
  2. 2. What I would like to share with you Hear your feedback on this slidedeck Give you new ideas & inspiration What I worked on in my spare time this summer Case study of grassroots innovation See my contact details on title slide
  3. 3. GO FROM THIS   TO THIS In other words…. ??? Yes, really, you’ll see!!
  4. 4. http://images.alphacoders.com/966/96623.jpg
  5. 5. https://s-media-cache-ak0.pinimg.com/originals/23/e7/10/23e7108645eb4a94f47290cb6d2
  6. 6. http://excelsiorcharter.com/wp-content/uploads/2011/05/Attention.jpg
  7. 7. http://excelsiorcharter.com/wp-content/uploads/2011/05/Attention.jpg
  8. 8. http://cdn.images.express.co.uk/img/dynamic/102/590x/halll.gif-467023.jpg Battle for attention
  9. 9. http://rlv.zcache.com/i_have_the_attention_span_of_a_goldfish_tshirt-r06a382fa1b764baa8c59f8cebb01f9a8_8nhm8_1200.jpg
  10. 10. “For heritage institutions capturing audiences is not self-evident in today’s attention economy Just like for example publishers, broadcasters or bloggers they will need to earn this attention day by day” Dutch national strategy for digital heritage March 2015
  11. 11. How do they need to earn this attention? “... visibility and quality of service in the digital domain are becoming increasingly important Consumers search for channels [and devices] to find the information they are after as fast, easily and economically as possible This means: heritage institutions must design/offer services and content for channels and devices that people use in their day-to-day media consumption patterns
  12. 12. How do they need to earn this attention? “... visibility and quality of service in the digital domain are becoming increasingly important Consumers search for channels [and devices] to find the information they are after as fast, easily and economically as possible Institutions that are responsible for preserving and making accessible heritage collections are forced to redefine their roles Questions that emerge are for example: How do we reach (new) user groups?” In other words: they need to step outside their comfort zones, e.g. by exploring new services, channels and devices I’ve some ideas about that! This means: heritage institutions must design/offer services and content for channels and devices that people use in their day-to-day media consumption patterns
  13. 13. A word about day-to-day media consumption
  14. 14. (Online) media engagement styles Lean in/forward Lean backMobile
  15. 15. Lean in/forward
  16. 16. http://www.4en5meiamsterdam.nl/attachment/47454 Desktop, laptop Small screen, close by Keyboard, mouse Desk, table Bent over, leaned in Individual Lean in/forward
  17. 17. http://www.4en5meiamsterdam.nl/attachment/47454 Desktop, laptop (smart) TV, mediacenter Small screen, close by Big screen, at a distance Keyboard, mouse Remote, air mouse, keyboard, voice Desk, table Couch, arm chair, sleeping room Bent over, leaned in Couchmode: leaned back, vegging out Individual Social Lean in/forward Lean back
  18. 18. http://www.4en5meiamsterdam.nl/attachment/47454 Desktop, laptop Tablet, smartphone (smart) TV, mediacenter Small screen, close by Small screen, close by Big screen, at a distance Keyboard, mouse Touch, stylus Remote, air mouse, keyboard, voice Desk, table Both Couch, arm chair, sleeping room Bent over, leaned in Both Couchmode: leaned back, vegging out Individual Both Social Lean in/forward Lean backMobile
  19. 19. http://www.4en5meiamsterdam.nl/attachment/47454 Production, active, engaged, GTD, making choices Complex interactions, Multitasking GUIs with lots of distractions Scan mode, short content Less attention per item Lean in/forward
  20. 20. http://www.4en5meiamsterdam.nl/attachment/47454 Production, active, engaged, GTD, making choices Entertainment, passive, chill out, making no choices Complex interactions, Multitasking No, limited or simple interaction, Singletasking GUIs with lots of distractions GUIs with few distractions Scan mode, short content View mode, longer content Less attention per item More attention per item Lean in/forward Lean back
  21. 21. http://www.4en5meiamsterdam.nl/attachment/47454 Production, active, engaged, GTD, making choices Both Entertainment, passive, chill out, making no choices Complex interactions, Multitasking Relatively simple interactions, Singletask No, limited or simple interaction, Singletasking GUIs with lots of distractions Mixed GUIs with few distractions Scan mode, short content Scan-, read-, view mode View mode, longer content Less attention per item More attention per item Lean in/forward Lean backMobile
  22. 22. BBQ Pit Boys A YouTube channel I’ve been following for 2 years… Very American & over the top https://www.youtube.com/watch?v=6w3AVSNzxT4
  23. 23. BBQ Pit Boys A YouTube channel I’ve been following for 2 years… Very American & over the top
  24. 24. Lean forward design – YouTube Commercials! Distraction! Buttons! Comments! Other videos! Interaction! Choices!
  25. 25. Lean back design – YouTube TV Reeelax!
  26. 26. Lean forward design - vimeo.com
  27. 27. Lean back design - vimeo.com/couchmode
  28. 28. Lean back design – Success Netflix
  29. 29. The power of lean back (on the big screen)
  30. 30. • Lean back: less distraction  Higher likelyhood for attention to your content • Big target audience: ’Watching TV’ is still very popular (*) (not necessarily old-school linear broadcasting, but streaming VoD, e.g. Netflix) • Uses in situ devices: high penetration rates of (increasingly large) TV screens The big screen • Social • In line with HD content trend: Large diameter screens * http://nlkabel.nl/streaming-video-even-populair-als-lineaire-tv/ The power of lean back (on the big screen)
  31. 31. http://3.bp.blogspot.com/-QujcVTH6dAE/VRokJ3ogJNI/AAAAAAAAARE/JsPzd578gZQ/s1600/lifestyle_1600_mock.jpg To summarize: Lean back & big screen: The audience is ready With attention and devices!
  32. 32. How can heritage institutions tap into those audiences?
  33. 33. Media consumption paradigms in heritage institutions Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
  34. 34. Lean forward website: Standard paradigm, every institution has a website! Mobile first: How may institutions develop mobile first? Have an app? Growing number… Media consumption paradigms in heritage institutions Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
  35. 35. http://expertelevation.com/wp-content/uploads/2014/09/Mobile-Devices.jpg Google for “cross device” or “multiscreen”
  36. 36. http://www.4en5meiamsterdam.nl/attachment/47454 http://expertelevation.com/wp-content/uploads/2014/09/Mobile-Devices.jpg Desktop – Laptop - Tablet - Smartphone The dominant paradigm Google for “cross device” or “multiscreen”
  37. 37. Lean back paradigm (optional big screen) Media consumption paradigms in heritage institutions Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone Lean forward website: Standard paradigm, every institution has a website! Mobile first: How may institutions develop mobile first? Have an app?
  38. 38. Lean forward website: Standard paradigm, every institution has a website! Media consumption paradigms in heritage institutions http://www.4en5meiamsterdam.nl/attachment/47454 Mobile first: Hoeveel GLAMs ontwerpen mobile first? Hebben een app? My observations Heritage institutions don’t or hardly design with lean back in mind (in other words: stay within their comfort zones) ‘TV’ is still regarded as a seperate oldskool world, not related to the web (if they think about it at all, that is…) But the reality out there is very different… Lean back paradigm (optional big screen) Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
  39. 39. http://www.4en5meiamsterdam.nl/attachment/47454 (smart) TV Mediaspeler Mediastreamer Set-top box A wider paradigm is required Media player (a.k.a. media streamer, media center, set-top box)
  40. 40. A few pioneers… Europeana TV “The Europeana TV pilot exploits the opportunities of re-using Europeana content in SmartTV applications to create new TV experiences” http://www.europeana-space.eu/europeana-tv-pilot/ https://www.beeldengeluid.nl/en/blogs/research-amp- development-en/201503/smart-tv-apps-europeana-space- workshop
  41. 41. A few pioneers… ErfgoedTV: Browse in 45.000 photos “With this application you can browse through the photo collection of the Eemland Archive on your TV. ErfgoedTV (=HeritageTV) is tuned to your postal code and can show you the history of your own neighbourhood. It is the newest way to bring heritage into homes.” https://www.youtube.com/watch?v=xIuPkkyjlBY http://www.archiefeemland.nl/actueel/nieuws/2013/erfgoed tv-zapp-door-45000-foto's
  42. 42. A few pioneers… The Museum Channel (commercial) “The Museum Channel is the first channel dedicated to Art. It brings you the world’s largest collection of masterpieces, available at your fingertips. Art has a new home. Yours.” http://www.themuseumchannel.tv http://www.brandingmagazine.com/2011/11/25/lg-and- purescreens-introduce-museum-app-for-smart-tv/
  43. 43. http://www.christianitytodayads.com/uploads/Lone-lightbuld-unique.jpg
  44. 44. To summarize: I believe that many heritage institutions waste attentive audiences, innovation and opportunities by NOT experimenting with lean back
  45. 45. https://theworldwanderer.files.wordpress.com/2012/03/imag0629.jpg Be bold, leave that comfort zone!
  46. 46. https://www.flickr.com/photos/alexreside/3624657884/sizes/l And that isn’t as scary as you might think, you can start straightaway!
  47. 47. This summer, in my spare time, I started experimenting with ‘lean back heritage’
  48. 48. A few months earlier, spring 2015….
  49. 49. I bought a media player…
  50. 50. and hooked it up to my dumb TV.
  51. 51. That was not an accident http://www.theverge.com/2014/11/13/7213611/bring-back-the-dumb-tv
  52. 52. http://www.cnet.com/news/i-want-my-dumb-tv That was not an accident
  53. 53. Downsides of smart TVs • Lifespan of built-in, monolithic smart-engine (2-5 years) << lifespan of screen (10-15 years) • Built-in obsolescence: interaction, look & feel, apps and OS will be outdated quickly
  54. 54. Downsides of smart TVs • Lifespan of built-in, monolithic smart engine (2-5 years) << lifespan of screen (10-15 years) • Built-in obsolescence: interaction, look & feel, apps and OS will be outdated quickly • Always connected  Privacy issues http://www.howtogeek.com/176392/smart-tvs-are-stupid-why-you-dont-really-want-a-smart-tv/
  55. 55. (but many consumers will still by smart TVs)
  56. 56. I’ve chosen cheap and open Cheap hardware pm 40 euro, hugely popular Open, free media player software • Cross-platform & cross-device • Very popular, millions of downloads • With active user community • Kodi.tv
  57. 57. Kodi GUI
  58. 58. Add-ons, those are the apps in Kodi
  59. 59. Kodi video add-ons
  60. 60. Kodi video add-ons Kodi YouTube add-on to help you understand where Kodi sits
  61. 61. Laptop+Win7Hardware+OS
  62. 62. Browser Laptop+Win7 User-agent Hardware+OS
  63. 63. Browser Laptop+Win7 YouTube website, channel kbnederland User-agent Hardware+OS Service, channel
  64. 64. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland User-agent Hardware+OS Content Service, channel
  65. 65. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland User-agent Hardware+OS Content Service, channel Lean forward website: Standard paradigm, every institution has a website
  66. 66. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland User-agent Hardware+OS Content Service, channel
  67. 67. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland User-agent Hardware+OS Content Service, channel Mobile first: How may institutions develop mobile first? Have an app?
  68. 68. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland Kodi TV+RaspberryPi+Linux KB YouTube video YouTube addon, channel kbnederland User-agent Hardware+OS Content Service, channel
  69. 69. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland Kodi TV+RaspberryPi+Linux KB YouTube video YouTube addon, channel kbnederland User-agent Hardware+OS Content Service, channel Lean back paradigm (and big screen)
  70. 70. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland Kodi TV+RaspberryPi+Linux KB YouTube video YouTube addon, channel kbnederland User-agent Hardware+OS Content Service, channel
  71. 71. Browser Laptop+Win7 KB YouTube video YouTube website, channel kbnederland Apps Smartphone+iOS KB YouTube video YouTube app, channel kbnederland Kodi TV+RaspberryPi+Linux KB YouTube video YouTube addon, channel kbnederland User-agent Hardware+OS Content Service, channel Content = same YouTube video
  72. 72. Whaaat, a BBQ Pit Boys add-on!!!??
  73. 73. Wait a minute, that is exactly the same as on YouTube!
  74. 74. ID 1. Aah, then this add-on is just a front-end to that YouTube channel!
  75. 75. ID2. But if this is possible for the BBQ Pit Boys, it can be done for every YouTube channel So also for the Rijksmuseum!
  76. 76. ID2. But if this is possible for the BBQ Pit Boys, it can be done for every YouTube channel So also for the Rijksmuseum! ID3. Everything in Kodi is open source, so I can find how that BBQPB- add-on has been written!!
  77. 77. ID3. Everything in Kodi is open source, so I can find how that BBQPB- add-on has been written!! ID4. Kodi add-ons from heritage institutions are still missing, so I can be a pioneer!! ID2. But if this is possible for the BBQ Pit Boys, it can be done for every YouTube channel So also for the Rijksmuseum!
  78. 78. ID3. Everything in Kodi is open source, so I can find how that BBQPB- add-on has been written!! ID4. Kodi add-ons from heritage institutions are still missing, so I can be a pioneer!! ID2. But if this is possible for the BBQ Pit Boys, it can be done for every YouTube channel So also for the Rijksmuseum! I needed to learn myself Python (programming language) to make my add-on. I called it Rijksmuseum TV
  79. 79. http://www.doctormacro.com/Images/Martin%20and%20Lewis/Annex/Annex%20-%20Martin%20and%20Lewis%20%28Scared%20Stiff%29_02.jpg
  80. 80. http://www.4en5meiamsterdam.nl/attachment/47454 When I was writing my add-on, YouTube switched from API v2 to API v3. This ‘device support issue’ stopped my add-on from working
  81. 81. When I was writing my add-on, YouTube switched from API v2 to API v3. This ‘device support issue’ stopped my add-on from working
  82. 82. http://forum.kodi.tv/showthread.php?tid=227365 I prefer a community over a smart TV The Kodi community also noted that issue and quickly came up with a workaround
  83. 83. http://forum.kodi.tv/showthread.php?tid=227365 I prefer a community over a smart TV The Kodi community also noted that issue and quickly came up with a workaround
  84. 84. It took them about a month to fix the issue….
  85. 85. (A BIG THANKS FOR THAT!)
  86. 86. A month later I was able to continue my efforts. I decided to expand my add-on from a single channel (Rijksmuseum) to multiple
  87. 87. 6 weeks later….
  88. 88. The Heritage Channel Videos from cultural, natural, scientific, academic, technical and other heritage organisations from across the world.
  89. 89. Kodi GUI - The Heritage Channel
  90. 90. Channels - Gallery view
  91. 91. Channels - Gallery view
  92. 92. KB channel – Gallery view
  93. 93. KB channel – List view
  94. 94. KB channel – Nederlandsche Vogelen
  95. 95. And of course everything is openly documented
  96. 96. Add-on repository (“app store”) http://addons.kodi.tv/category/video/?page=7
  97. 97. Add-on homepage http://addons.kodi.tv/show/plugin.video.heritagechannel/
  98. 98. Discussion & support forum http://forum.kodi.tv/showthread.php?tid=235754
  99. 99. Reviews & Installation manual http://kodicommunity.com/how-to-install-the-heritage-channel-on-kodi/
  100. 100. Open source code https://github.com/ookgezellig/plugin.video.heritagechannel
  101. 101. http://duitslandnieuws.nl/wp-content/uploads/2014/01/Groei21.jpg Some usage statistics…
  102. 102. 12-8-2015: 0 downloads 1 day later: 62 downloads 1 week later: 2280 downloads 1 month later: 10.235 downloads 29th September: 17.016 downloads
  103. 103. That’s rolling…. I got a taste for building Kodi add-ons, so I went on developing another one….
  104. 104. https://www.kb.nl/bladerboek/ortelius/browse/page_026av-026br.html Wonderful 5000x3000 px atlass image from the KB-collection (Atlas Ortelius from 1571)
  105. 105. https://commons.wikimedia.org/wiki/Category:Atlas_Ortelius_1571 Recently the KB uploaded these images to Wikimedia Commons…
  106. 106. I’m developing a Kodi viewer add-on for (KB-) images on Wikimedia Commons
  107. 107. You can search and browse
  108. 108. Something like this should be possbile in the very near future
  109. 109. Something like this should be possbile in the very near future To be continued!
  110. 110. Want to stay informed? Share your thoughts? @ookgezellig slideshare.net/OlafJanssenNL olaf.janssen@kb.nl

In the ever increasing battle for user attention most cultural heritage institutions still primarily concentrate on the browser (website, laptop, desktop) to reach audiences, far fewer rely on the mobile-first (tablet, smartphone, apps) paradigm. The second bias is towards lean-forward content consumption - typically characterized by individual users having short spans of attention - as opposed to the lean-back paradigm of the TV, with its big screens in collective social settings, inviting for longer spans of attention. I believe the heritage industry should explore the yet uncharted lean-back territories of smart TV and media players. In this slidedeck I elaborate these ideas. To make things manifest, I show the first results of my hands-on experiments with the open Kodi (www.kodi.tv - media center software) and RaspberryPi platforms.

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