The document discusses the state of traditional media and the rise of new digital media. It notes that viewers are gaining more control over what content they watch through on-demand viewing, time-shifting, and ad-skipping. Social media is growing rapidly in popularity and influence while fragmenting audiences. Mobile devices and augmented reality represent emerging platforms that combine social interactions with real-world experiences. The future of media will be defined by these new digital technologies and changing consumer behaviors.

1. The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010
jo@caudron.com
woensdag 10 maart 2010 1

2. woensdag 10 maart 2010 2

3. About Dear Media
woensdag 10 maart 2010 2

4. About Dear Media
Digital Strategy & Innovation for:
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5. About me...
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency,
theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital Native
Not a Digital Immigrant, but a Digital Architect
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/
dearmedia and get the daily social media news in your
stream
picture: (c)
Pieter Baert
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7. Introduction
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8. To get this started...
• Who is using? • Who is using?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • a Google Phone
• Email • an Android
• Google Wave • a Nokia, Samsung, Sony
Ericsson, ...
• LBS
• Augmented Reality
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9. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
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10. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
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11. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
Where is your Twitter Wall?
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12. Halle Train Crash February ’10
What was the first media-brand
that reported on the crash?
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13. And...
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14. The Perfect Storm
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15. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
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16. Drivers of change
Content choice
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17. Drivers of change
Content choice
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18. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes
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19. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes
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20. Youtube TOP 23 most viewed
= 10.000.000.000 minutes
= 250.000.000 episodes of Prison Break
+200.000 new movies are added DAILY
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just Youtube ...
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21. Drivers of change
advertising Clutter
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22. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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23. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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24. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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25. Drivers of change
Convenience, Richness &
Control
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26. Drivers of change
Media are losing their
traditional “push” power.
Convenience, Richness &
Control
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27. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional “push” power. what they want to
watch, when, and
how.
Convenience, Richness &
Control
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28. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional “push” power. what they want to
watch, when, and
how.
Pull strategy
• On demand
• Timeshifting
• Ad skipping
• Online content
Convenience, Richness & • Games
• User generated content
Control
• …
woensdag 10 maart 2010 17

29. Drivers of change
TIMESHIFTING
 Cfr. Tivo, Telenet Flexview, ...
 Allowing to skip ads
 And users skip ads more then you like
 User behavior is shifting towards more
control (what, how, when). They are
just waiting for DVR’s.
 And this can hurt TV business !
Convenience, Richness &
Control
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30. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
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31. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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32. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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33. Drivers of change
Fragmentation
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
Irritation
Shift of control and ownership
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34. Media 1.0
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35. SOCIAL OBJECT
The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word”
and has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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36. The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word”
and has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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37. Examples
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38. Social Networks
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39. Microblogging sites
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40. Blogs
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41. Video Platforms
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42. Photo Platforms
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43. Travel Platforms
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44. Price comparison - social shopping
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45. Co-creation
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46. Collaboration
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47. The sky is the limit...
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48. Some Numbers
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50. February 2010: Facebook has
400.000.000 members (and is
making profit) = +700K per day!
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51. TODAY: 3Mio in Belgium
+300.000 users in Belgium from
September ’09 to November ’09! ->
28% of the population.
TODAY: 3Mio in Belgium are on
Netlog
150.000 people on Twitter
(estimated)
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56. So, Traditional Media are dead?
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58. Are newspapers dead?
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60. Traditional media under great pressure
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61. Is TV dead?
Probably
not.
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62. iDTV (and advertising)
• it’s interactive
• iDTV is for most people not really interactive
• the “red button” today mainly is an extension of the overall TV-experience
• real interactive apps (interactive advertising, gaming, walled garden
apps, ...) have limited (no?) success. Only exception is televoting.
• Does this have to do with context?
• it’s digital
• more channels
• better quality of sound and image
• HD
• it’s TV (context!)
• apparently the features that are rated as interesting and appealing are
extensions of the TV-watching experience.
• Interaction is only important when it comes down to “being in control of
TV” (EPG, timeshifting => ad avoidance, on demand, ...)
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63. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
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64. The future of TV might not be on TV
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65. Radio must be dead too?
Nope, not really.
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66. Radio is not dead
• Like magazines, radio has characteristics that make it harder to
“copy” push out of the market or by-pass
• local content: news, services, ... adapted to the hour of the day
• trust between “voice” and “listener”: gatekeeper
• there is an existing community of listeners and the station (much more
than with TV)
• radio is no jukebox
• Yet, other initiatives are going after the attention of the listener
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67. Mobile.
Not dead at all.
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68. Mobile is the
Biggest!
p ho nes.
mo bile so ld
5 bi llion were
bi llion n e!
os t 1 r alo
Alm las t yea
o ve r the
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69. Mobile is Finally Here
• For 10 years, mobile internet really sucked
• One disruptive player (Apple) changed the
game entirely with a new mobile paradigm
(iPhone) challenging all other mobile
hardware/software providers
• to create more than just a phone
• to raise the level of consumer experience
• to create a new eco-system where lot’s off
money can be made (content - tools - services)
• Soon, 100% of the market will be “iPhonized”
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70. And there’s another one...
Google must have been thinking:
“we can innovate too...”
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71. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
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72. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
woensdag 10 maart 2010 58

73. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
woensdag 10 maart 2010 59

74. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
woensdag 10 maart 2010 60

75. Augmented Reality
•Do you know what this is?
•No?
•You are probably using it already ...
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76. Augmented Reality
Everyone has been
using this for years
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77. Augmented Reality
Some might already take it a
next step...
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78. Augmented Reality - The Future
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79. Augmented Reality - The Future
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81. And it’s just the
beginning
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85. Can you just ignore Social Media?
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86. Why are companies NOT using SM?
Is this the right way to go?
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87. Why are companies NOT using SM?
• Lack of information => ignorance
• Ignorance => fear
• No idea of the current size,
growth, impact, potential,
value, ...
• Decissionmakers are often too old
themselves to understand the
importance of this rapid change
• But they are locking-out reality
and the future of online
communication!
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88. Why Allow Social Media?
• Social Media are changing the way we
• live
• work
• get informed
• ...
• Do you want to deprive your staff access to phone, internet or
mail?
• If not:
• why limit access to a highly efficient and powerful source of
communication and information?
• why push your staff into “stealth mode”. They will do it anyway!
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89. Why Allow Social Media?
• Because you simply can not switch it off!
• Remember Iran?
• Primary access to social sites in the very near future will be via mobile devices
(often not part of your infrastructure)
• It’s part of people’s lives
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90. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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91. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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92. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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93. SHIFT in WORK -> “Weisure”
Today
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94. SHIFT in WORK -> “Weisure”
Today
Checking
the digital
planning
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95. SHIFT in WORK -> “Weisure”
Today
Checking
the digital
planning SMS’ing a
collegue
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96. SHIFT in WORK -> “Weisure”
Today
Video
conference
Checking / email
the digital handling / ..
planning SMS’ing a
collegue
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97. SHIFT in WORK -> “Weisure”
Today
Video
conference
Checking Reading
/ email
the digital emails in
handling / ..
planning SMS’ing a the traffic
collegue jam
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98. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
woensdag 10 maart 2010 75

99. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
woensdag 10 maart 2010 75

100. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
woensdag 10 maart 2010 75

101. Why Allow Social Media?
• Social Media are a huge opportunity to
• market your company, products, services
• to attract employees
• to tap into an unseen source of information and knowledge
• You just have to understand how it works, and how you can use it
without disturbing your normal activities
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102. The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010
jo@caudron.com
woensdag 10 maart 2010 77