Digitalization is reshaping the media landscape. As a research orgaisation, VTT is aligning its agenda to correspond to the trends

1. Media transformation
VTT Media seminar, Innopoli 25.9.2012
Prof. Caj Södergård, VTT Technical Research
Centre of Finland

2. 226/01/2015
Today, after more than a century
of electric technology, we have
extended our central nervous
system itself in a global embrace,
abolishing both space and time as
far as our planet is concerned.
Marshall McLuhan,
Understanding Media, 1964

3. 326/01/2015
 Internet trends
 Smart interaction
 Impact on media
 Mainstream and social
media
Content

4. 426/01/2015
Internet
Social connectivity
The web
Connects information
Online social networks
Connect people

5. 526/01/2015
Internet → multisensory
Social connectivity
Interaction with
human senses
Multisensory web
Connects knowledge and
senses
The web
Connects information
Online social networks
Connect people

6. 626/01/2015
Internet → multisensory network of minds
Social connectivity
Interaction with
human senses
Multisensory web
Connects knowledge and
senses
The web
Connects information
Online social networks
Connect people
Network of minds
Connects knowledge
and people

7. 726/01/2015
Technology is the driver
Source:Wikipedia
Moore´s law: Exponential growth

8. 826/01/2015
Technology is the driver
Source:Wikipedia
Metcalfe´s law:
Network value ∝
(number of users)2Moore´s law: Exponential growth
N=2
C=1
N=5
C=10
N=10
C=66

9. 926/01/2015
Interact smarter with your environment
 Smart Interaction in Mobile and
Media is a new VTT focus
 Machine vision is VTT´s key
technology
 Applications :
 Hybrid media
 Mixed reality
 Public displays
 Surveillance
 People logistics
VTT´s scene analysis

10. 1026/01/2015
VTT’s and UPM’s Hybrid media chair
Camera
Marker
Loadspeakers Video display

11. 1126/01/2015
Next Media: Augmented reality in content and advertising
 Develop and test a Mobile City Guide
 Use Augmented Reality on mobile terminals
and AR glasses
 Utilize open hyperlocal data
 Find a sustainable business model
Next Media project
Research partner: VTT
Company partners: Sanoma Kaupunkilehdet,
Undo, Forum Virium, Sanoma Digital

12. 1226/01/2015
Idea: Second life of the future: Life in Mirror World (MW)
 3D visualizations following time of the
year time of the day, weather…
 Time-varying content, e.g. cars and
people, based on real monitoring data
 Sharing objects/artifacts 3D scanned,
recorded, etc. by a mobile phone
 Adding avatars as representatives of
users
 Controlling real-world devices in MW
→ Life in Mirror World (cf. mirror image as a
copy/reflection of the real world).

13. 1326/01/2015
VTT ’s core: Tracking objects with camera
Markerless
 Tracking of 2D templates, or 3D features
("SLAM")
 6 DOF tracking, using 3D model based
initialization
 ISMAR tracking competition: tied winner
(2010), third (2011)
 First competitor ever with mobile phone
solution (2010)
Marker based
 Accurate & fast marker pose
estimation, with error concealment
 Marker fields, defined manually, or
autocalibrated
 Features: optical flow tracking,
hiding of markers, etc.

14. 1426/01/2015
How is technology impacting
the media industry?

15. 1526/01/2015
Media migrates into Internet
 Technology: Mobile terminals, wireless broadband, fast fixed lines
 Changing media behaviour (especially young people).
People
 want to control their media consumption (how, when, where)
 want to maximise the value of their media choices
 behave similarly as comes to print and TV content
 The current downturn in economy accelerates the migration

16. 1626/01/2015
Media advertisements are dropping
Source: TNS Gallup, August 2012

17. 1726/01/2015
… in all categories except Internet ads
Verkkomainonta: Display + luokiteltu + hakukone + luettelot + Facebook: 6,2 % kasvu
Source: TNS Gallup, August 2012, IAB

18. 1826/01/2015
Publishers are learning how to get money from digital
 Combo model: getting the subscriber to
upgrade to digital
 Helsingin Sanomat: about 1/3 of subscribers pay 3
€/month extra for the Combo
 Important to get the same content on all channels
(e.g. for second house residents)
 Pay-wall: Read n articles free, then pay
 New York Times, Helsingin Sanomat,…
 Risk: Fewer readers -> lower ad income
 Occasional web surfers problematic
 Tablets are attracting digital ads
 People are more involved on tablets than on PCs

19. 1926/01/2015
Source: Kaisa Aalto,Next Media seminar 16.2.2012

20. 2026/01/2015
Important to know your customer
 Go deeper than circulation numbers,
viewing hours and web views
 Follow the media habits during the
day (cf Personal Media Day in Next
Media)
 Track multitasking
 Mobile phones can track behaviour
(e.g VTT´s Lifeliner)
 A loyal customer is willing to pay also
for digital content

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Personal Data Ecosystem – VTT´s view

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Mainstream media and networked minds
 News diffusion can be analysed on
a massive scale (meme tracking)
 E.g. analysis of 1.6 million
mainstream media sites and blogs
(90 million articles) -> news items
appear in blogs with a 2,5 h delay
 Social network analysis can reveal
new insights on people´s relations
(e.g. voting behaviour)
 Topic mining and automatic story
writing already in use
Source:
J. Leskovec,
L. Backstrom,
J. Kleinberg,
2009
Source:
Olli Parviainen,
2011

23. 2326/01/2015
 Internet evolves exponentially into a network of minds
 We interact with machines and environment in rich ways
 Media migrates into Internet and money can be made
 Mainstream media has to find its place in the emerging
network of minds
Summary

24. 2426/01/2015
VTT - 70 years of
technology for business
and society