Mc luhangalaxy presentation

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Mc luhangalaxy presentation

  1. 1. Broadcasting or Broke-casting? Some notes on audiences and engagement McLuhan Galaxy Conference Barcelona, 23-25 May 2011 Antoni Roig Telo Universitat Oberta de Catalunya (UOC)
  2. 2. Index 1 Broadcasting or brokecasting? McLuhan Galaxy <ul><ul><li>The complexity of engaging audiences. </li></ul></ul><ul><ul><li>What are audiences doing with TV </li></ul></ul><ul><ul><li>Are you broadcasting yourself? </li></ul></ul><ul><ul><li>Conclusions </li></ul></ul>
  3. 3. Broadcasting or brokecasting? McLuhan Galaxy 2
  4. 4. 3 Broadcasting or brokecasting? McLuhan Galaxy <ul><li>Why did Flashforward fail (possibly)? </li></ul><ul><li>Great concept, but unfocused (too many plots at once) </li></ul><ul><li>Characters not compelling enough. </li></ul><ul><li>Odd character decisions. </li></ul><ul><li>Too self concerned with its own progress. </li></ul>
  5. 5. 4 Broadcasting or brokecasting? McLuhan Galaxy
  6. 6. 5 Broadcasting or brokecasting? McLuhan Galaxy
  7. 7. 6 Broadcasting or brokecasting? McLuhan Galaxy   [data from the AIMC survey ‘Internet en medio de los medios’, 2010] 49,8% Consumers of both conventional TV and TV on the Internet 83,5% TV consumption on the Internet: access to content currently not available on conventional television 53,2% Most wanted content: international series
  8. 8. 7 Broadcasting or brokecasting? McLuhan Galaxy
  9. 9. 8 Broadcasting or brokecasting? McLuhan Galaxy <ul><li>TV is, more than ever, social , and audiences more active than ever. </li></ul><ul><li>TV is, more than ever, global , but not homogeneous. </li></ul><ul><li>TV means, more than ever, real time ( even if talking about fiction). </li></ul><ul><li>TV means multiple experiences and fragmentation , but it is still built around stories (even if not talking about fiction). </li></ul><ul><li>TV means connectivity and mobility; broadcasting is still key, but not necessarily central. </li></ul><ul><li>TV is everyday . </li></ul><ul><li>TV is, in the end, about engagement . </li></ul>
  10. 10. 9 Broadcasting or brokecasting? McLuhan Galaxy Are you broadcasting yourself?
  11. 11. 10 Broadcasting or brokecasting? McLuhan Galaxy
  12. 12. 11 Broadcasting or brokecasting? McLuhan Galaxy <ul><li>Conclusions: </li></ul><ul><li>Professional producers must consider the importance and the complexities of fostering audience engagement, considering different practices and different local realities. </li></ul><ul><li>… And accept that TV is not a proprietary system: TV consumption and production are social practices. </li></ul><ul><li>How do we measure audiences in this context?  How can we ‘measure’ engagement? </li></ul><ul><li>Engagement must be a continuous process based on reciprocity and accountability, not control. </li></ul>
  13. 13. 12 Broadcasting or brokecasting? McLuhan Galaxy Thanks for your attention [email_address] “ 200,000 people who deeply understand a product and brand are more valuable than 2 million lightly engaged” [Mike Monello, from Power to the Pixel Think Tank Report, 2010]

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