The Future Agenda program, initiated in 2015, seeks to explore the changing landscape of media and entertainment through global discussions and insights related to emerging digital trends and consumer expectations. Key themes include the shift from text to video, the rise of personalized and curated content, and the increasing importance of data privacy and consumer engagement in a digitally connected world. With enhancements from the first version, the program involves a broader participation of organizations across 40 countries, addressing 20 contemporary topics affecting the industry.

1. The
Future
of
Media
and
Entertainment
|
Mumbai
|
27
July
2015

2. Context
As
digital
increases
in
impact
and
new
business
models
emerge,
the
world
of
media
and
entertainment
is
undergoing
significant
change.
Globally
and
locally
how
this
is
manifested
is
of
interest
to
many.

3. Future
Agenda
The
Future
Agenda
is
the
world’s
largest
open
foresight
program
that
accesses
mulGple
views
of
the
next
decade
so
all
can
be
beJer
informed
and
sGmulate
innovaGon.

4. Looking
Forwards
OrganisaGons
increasingly
want
to
idenGfy
and
understand
both
the
anGcipated
and
unexpected
changes
so
that
they
can
be
beJer
prepared
for
the
future.

5. Future
Agenda
1.0
Top
Insights
for
2020
From
the
2010
program,
52
key
insights
on
the
next
decade
were
shared
widely
via
books,
cards
and
online
and
have
been
extensively
used
by
organisaGons
around
the
world.

6. Future
Agenda
in
Numbers
The
first
Future
Agenda
programme
engaged
a
wide
range
of
views
in
25
countries.
Future
Agenda
2.0
is
doubling
the
face-­‐to-­‐face
interacGon
and
significantly
raising
online
sharing,
debate
and
discussion.
Future
Agenda
1.0
1
HOST
16
TOPICS
25
COUNTRIES
50
WORKSHOPS
1500
ORGANISATIONS
Future
Agenda
2.0
50
HOSTS
20+
TOPICS
40
COUNTRIES
100
WORKSHOPS
2500
ORGANISATIONS

7. Future
Agenda
2.0
Topics
The
second
version
of
the
Future
Agenda
program
is
taking
place
during
2015
and
is
addressing
20
topics
via
100
events
in
50
ciGes
in
40
countries
with
around
50
core
hosts.
Ageing
CiNes
Company
ConnecNvity
Data
EducaNon
Energy
Food
Government
Health
Learning
Loyalty
Payments
Privacy
Resources
Transport
Travel
Water
Wealth
Work

8. The
Process
20
iniGal
perspecGves
on
the
future
kicked
off
the
Future
Agenda
discussions
taking
place
across
5
conGnents
from
Feb
to
July
2015.
These
are
iniGal
views
to
be
shared,
challenged
and
enhanced.
IniGal
PerspecGves
Q4
2014
Global
Discussions
Q1/2
2015
Insight
Synthesis
Q3
2015
Sharing
Output
Q4
2015

9. The
Future
of
Media
and
Entertainment
From
the
discussions
so
far,
there
are
many
issues
that
relate
to
the
changing
nature
of
media
and
entertainment
both
from
within
and
outside
the
sector.
These
will
be
built
upon
in
Mumbai
on
27th
July.

10. Key
ShiTs
From
Within
The
Media
Industry

11. Instantaneous
Bite-­‐sized
DistribuNon
MulGple
media
sources
are
instantly
integrated
at
the
point
of
consumpGon
to
provide
users
with
immersive
access
to
tailored,
bite-­‐sized
content.

12. Video
The
Norm
High
speed
broadband
connecGvity,
massive,
cheap
storage
and
pervasive
mobile
access
accelerate
the
shi`
from
text
to
video
as
the
dominant
means
of
communicaGon.

13. AmplificaNon
Overrides
EdiNng
As
creaGve
talent
seeks
to
beJer
engage
with
audiences
directly
via
new
plaaorms,
the
role
of
those
who
amplify
opinion
rises
above
original
content
editors.

14. The
AZenNon
Economy
Audiences
are
increasingly
predisposed
to
short,
sharp,
in-­‐moment
insights
rather
than
immersive
experiences
–
hence
content
sharing
is
faster
and
louder
to
aJract
and
retain
them.

15. Lean
Back
2.0
The
rise
of
tablets
brings
new
life
to
the
solitary,
relaxed,
in-­‐depth
and
immersive
and
pleasurable
lean-­‐back
experience.

16. Curated
Content
Bespoke
content
is
collated
for
users
by
media
networks
and
crowd-­‐elected
taste-­‐makers
-­‐
both
from
within
their
own
/
other
organizaGons’
archives,
and
from
related
public
/
individual
sources.

17. DifferenNated
Knowledge
As
insight
is
globally
commodiGzed,
the
best
returns
go
to
those
who
can
produce
non-­‐standard,
differenGated
knowledge
that
has
relevance
for
the
few
and
many

18. LiZle
Printer
Customized
and
connected
mini-­‐prinGng
expands
and
instantly
gathers
everything
it
needs
to
prepare
a
neat
liJle
personalized
package
for
you
at
the
touch
of
a
buJon.

19. Mass
Intelligence
Led
by
Pay
TV,
mass
audiences
are
increasingly
aJracted
to
challenging
narraGves
that
show
that
value
can
be
created
and
extracted
through
investment
in
high
quality
content.

20. Future
of
Free
The
near-­‐zero
‘marginal
costs’
of
digital
distribuGon
creates
yet
more
new
marketplaces,
where
free
pricing
is
pracGcally
a
given
–
and
a
force
of
economic
gravity

21. Adjacent
Sector
Changes
That
Could
Impact
Media
and
Entertainment

22. Everything
Niche
Niche
becomes
mainstream
as
the
cost
to
connect
people
with
common
interests
drops
to
zero,
and
more
of
us
can
pay
aJenGon
to
specialist,
tailored
long-­‐tail
issues.

23. Embedded
GamificaNon
People
interact
with
informaGon
and
each
other
via
blended
digital
/
physical
environments
that
feature
mulGple
game-­‐like
elements
embedded
within
them.

24. Live
Experiences
(Re)connecGng
individuals
with
shared
interests
rises
in
significance
and
value
as
we
prize
pivotal
live
events
that
create
moments
for
deeper,
richer
connecGons
well
above
distributed
interacGons.

25. Performance-­‐Based
AdverNsing
With
Google
as
the
dominant
catalyst
for
change,
all
mainstream
media
adverGsing
moves
to
reward
measurable
‘effecGveness
per
view’
rather
than
just
number
and
segmentaGon
of
views.

26. InformaNon
is
SNll
Power
Knowledge
and
informaGon
remain
a
source
of
compeGGve
advantage
but
retaining
control
becomes
more
complex
as
the
influence
of
two
factors
increases
-­‐
mobility
and
the
democraGzaGon
of
everything.

27. Perfectly
Informed
Consumers
Increasing
transparency
of
cost,
quality,
benefit
and
availability
enables
consumers
to
set
the
right
price
for
products
and
services
and
buyers
pay
sellers
what
they
want
to.

28. All
DigiNzed
By
2020
all
the
world’s
informaGon
is
digiGzed,
storage
is
almost
free
and
the
volume
of
data
in
the
world
is
doubling
every
month
–
we
can
all
access
the
21st
century
archive.

29. Shared
InformaNon
There
isn’t
much
informaGon
that
we
can
easily
say
belongs
to
just
one
person.
If
two
people
have
a
chat
in
a
café
the
content
belongs
to
both
of
them
and
the
fact
of
their
meeGng
belongs
to
all
who
observe
it.

30. Owning
Your
Digital
Shadow
Consumers
are
increasingly
aware
of
the
value
of
their
digital
footprints.
This
drives
the
desire
for
greater
control
of
personal
data,
balancing
convenience
and
benefit.

31. Mass
CustomizaNon
Consumers’
expectaGons
of
both
unique
and
tailor-­‐made
are
met
through
the
apparent
delivery
of
individual
combinaGons
that
are
drawn
from
carefully
designed
choice
architectures.

32. Device
is
King,
Consumer
is
Queen
Whether
on
devices
or
in
the
cloud,
our
digital
archives
will
know
who
we
are,
where
we
are
and
what
we
are
redeeming.
Businesses
need
to
understand
these
how
they
define
our
relaGonships
with
their
brands.

33. A
Data
Marketplace
Data
is
a
currency
-­‐
it
has
a
value
and
a
price,
and
therefore
requires
a
market
place.
An
ecosystem
for
trading
data
is
emerging
and
anything
that
is
informaGon
will
be
represented
in
this
data
marketplace.

34. Up
Close
and
Personal
Consumers
are
increasingly
aware
of
the
use
of
their
data.
We
may
see
a
loyalty
U-­‐turn
-­‐
with
greater
transparency
in
place,
brands
will
have
work
ensure
consumer
loyalty
-­‐
not
the
other
way
around.

35. OpNmal
Experience
Growth
is
driven
by
hundreds
of
thousands
of
data
apps
sharing
the
same
networks.
Every
user,
human
as
well
as
machine,
expects
the
opGmal
experience
for
its
personalized
set
of
applicaGons.

36. Pervasive
Mobile
Pla`orms
The
anyGme,
anywhere
experience
is
delivered
via
increasingly
wearable
devices
that
connect
to
the
cloud
via
wireless
networks
whether
in
moGon
or
staGonary.

37. The
Human
Touch
In
a
world
of
global
and
digital
markeGng
and
consumpGon,
consumers
will
increasingly
favour
those
brands
that
can
offer
more
emoGonal
engagements,
and
specifically
human-­‐to-­‐human
contact.

38. The
Composite
Consumer
Flexible
digital
idenGGes
allow
consumers
to
connect
with
each
other,
even
as
they
connect
with
brands.
Loyal
relaGonships
will
not
just
be
made
with
individual
customers
but
also
with
families,
couples,
and
groups
of
friends.

39. Open
Business
Models
Value
is
created,
shared
and
distributed
via
a
mix
of
use-­‐driven
metrics
and
underlying
informaGon
exchange
and
reuse
mechanisms
and
rewards

40. Dynamic
Pricing
Real-­‐Gme
consumpGon
paJerns
and
data
seamlessly
drive
the
marginal
value
of
content,
the
cost
of
access
for
adverGsing
and
the
underlying
cost
to
produce.

41. Global
Talent
Networks
The
best
talent
operates
as
free
agents
across
mulGple
networks
aJracted
not
to
employers
but
to
the
commissioners
that
can
provide
projects
worth
working
on
with
peers
of
note

42. Internet
of
Things
Every
device
and
consumable
product
has
an
integrated
unique
IP
address
that
enables
everything
to
become
an
acGve
node
in
the
shared
network.

43. Micro
Leisure
Moments
In
the
always-­‐on
world
where
we
sleep
with
our
devices,
short-­‐burst
Gmes
to
disconnect
become
increasingly
integrated
into
a
turbulent
mix
of
mulG-­‐layered
experiences.

44. Privacy
Backlash
Breaches
in
personal
and
societal
data
use
result
in
less
-­‐
not
more
-­‐
sharing
of
data,
as
many
turn
off
locaGon
tracking
while
some
choose
to
opt-­‐in
to
a
privacy
marketplace.

45. Life-­‐ling
Engagement
Life-­‐long
learning
and
engagement
becomes
the
norm
as
we
all
work
to
70
and
have
mulGple
careers.
Keeping
our
skills
up
to
date
and
staying
engaged
becomes
a
prerequisite
for
many.

46. Redefining
Value
Consumers
want
to
parGcipate
in
value
creaGon,
shi`ing
the
mindset
to
“made
with
me”
-­‐
Value
is
about
“shared
with
me”
as
the
ownerless
economy
expands.

47. Openly
Shared
Insight
Value
creaGon
shi`s
from
insight
ownership
to
insight
use
and
applicaGon.
Knowledge
is
increasingly
freely
shared
and
mulGple
content
sources
compete
to
share
with
the
most
influenGal
audiences.

48. Future
Agenda
84
Brook
Street
London
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5EH
+44
203
0088
141
futureagenda.org
Gm.jones@futureagenda.org
The
world’s
leading
open
foresight
program