The media landscape is becoming highly fragmented as consumers now have more control over what media they consume through various new technologies. Consumers are able to both access existing content from multiple sources and create and share their own content. This has led to disruptions in traditional media business models as consumer behavior shifts towards on-demand, short-form, and social media consumption across multiple platforms.

1. A presentation by Subrahmanyam KVJ The ‘New’ Media Paradigm Evolving Consumer Behavior 14 th Dec 2009

2. The media landscape is increasingly becoming hyper-fragmented Newspapers Broadcast TV Magazines Broadcast Radio Eight Track Newspapers Broadcast TV Magazines Cable TV Broadcast Radio Cassette Tapes Portable audio players Early console video games Personal computers VCRs Newspapers Broadcast TV Magazines Cable TV Broadcast Radio Cassette Tapes Portable audio players Early console video games Personal computers VCRs Internet Mobile Phone Portable MP3 Players 1960s 1980s Present Slingbox iPod Blogs Online Video Mobile Internet High-end console gaming Instant & Text Messaging Social Networks Satellite TV IPTV Mobile TV Podcasts Mobile gaming TiVo 1

3. Consumers are now creating their own unique media experience by pulling existing content Customization is becoming the hallmark of digital media consumption 2 My TV My Music My Communications My Radio My Friends My Web

4. And they are equally active in creating and contributing new content Over 14 hours of video uploaded every minute 6.6 Mn photos uploaded every day Over 14 Mn user-contributed articles Over 15 Mn reviews of places and hotels Over 2.5 Bn photos are uploaded every month Over 133 Mn blogs indexed by Technorati since 2002 Source: Company websites 3

5. We are in an era of hyper control where consumers drive both mode and type of consumption 3 On-Demand Real-Time Snacking Social Media consumption is now ‘Pull’ Linear is passé Attention deficit Preference for short-form content Content from social network takes priority Hyper-local is the new buzzword Consumers want content NOW Real-time need is platform-agnostic 4

6. These new behaviors are leading to industry-wide disruptions in traditional business models Music Print TV Source: IFPI Statistics; Newspaper Association of America; Ofcom’s Annual Communications Report, 2009 Music Industry Trade Sales (US $ Bn), Global, 2004-2008 News Paper Circulation (Mn), US, 2004-2008 TV as a proportion of total advertising spend, UK, 2003-2008 5

7. Consumer behaviour is undergoing structural changes, thanks to technology and the social web Content players will need to come up with innovative business models if they are to successfully manage the transition In Summary… Image Credits: Flickr users Ben Heine and FlightlessXbird