Presentatie van Jonathan Marks tijdens het 4e H-Lab van The Future Now

1. The Changing Face
of Media 2013
The Haarlem Reshuffle
The story so far...and what might happen next!
Slide 1 of 2074. Did you have appointments this Wednesday afternoon?
Haarlem September 11th 2013
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2. Who on earth is
Jonathan Marks?
Jonathan Marks
www.jonathanmarks.com
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3. RNW Programme Director
1992 - 2003
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5. In other words
RNW is a catalyst for important public debate where
conversations on important issues are muffled by
government, prejudice, taboos or belief
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6. RNW -
Relevant Narratives Worldwide
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7. Wednesday, 25 September 13

8. How to use metaphors...
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9. Inspiration
to build a digital guild
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10. Critical Distance
We maintain an active archive of projects, learning from
the past, mixing in modern ideas to help build a creative
future.
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11. Silicon Polder Triangle
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12. Start with Why!
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13. Wednesday, 25 September 13

14. Worst form of punishment
isolation
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15. Very dangerous for
communities
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16. Isolated communities….
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17. Some thoughts for today
The future is hybrid.
Every company is a media company,
but not every company can tell
engaging stories.
Strong storytellers will be
remembered ( and make money!)
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18. We grew up in a linear world
but now its exponential
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20. The Future of Media, Marketing and Advertising
Nigeria/India: not if but when :)
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21. Key trends in Africa and Asia
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22. Key trends in Africa and Asia
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23. Mobile Broadband: huge habit &
budget shifts - not if but when!
It’s the new broadcast...
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24. =
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25. =
Mobile Devices are
becoming our external brains
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26. Why others fail…..
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27. Wednesday, 25 September 13

28. Look Sideways!
• Publishers & the Public
getting better than
broadcasters at
understanding how people
use information
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29. Lessons learned on other
platforms
Profits from Pay-TV industry from HBO, AMC etc show
there’s high value in collections of epic series. High cost,
high value becomes “ unmissable” content that people will
do anything to get hold of. And around this content, all
kinds of discussions start on-air and on-line.
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31. Wednesday, 25 September 13

32. The Public IS participating
far more than before.
Old picture was thought to be 90-9-1 rule
90%
9%
1%
Passive Contributors Creators
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33. Within 6 years Digital
Participation is Mainstream
23%
60%
17%
Passive (only 11% not interested)
Light & quick contributors
Intense creators and sharers of some sort
Impact of smart phones & tablets are clear
Sources: Holly Goodier BBC
Ericsson Consumerlab
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34. Social Media - Shifting Context
How do we adapt to more
visual storytelling?
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35. Social Media - Shifting Context
How to tell engaging
stories across a mix of
relevant platforms. Social
media is not an island.
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36. Audience is trusting new
sources
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37. The$Public$says$they$are$
overwhelmed$with$these$aspects
The$size$of$each$box$indicates$
the$amount$of$content$pushed$
towards$the$public
While$explaining$they$cannot$
easily$find$these$aspects$of$the$
story
Global$Study$by$AP$in$2008
in United States, United Kingdom and India
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38. THEY SEARCH FOR INSIGHTS, BUT IT‘S FRUSTRATINGLY DIFFICULT
http://www.ap.org/newmodel.pdf
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39. THEY SEARCH FOR INSIGHTS, BUT IT‘S FRUSTRATINGLY DIFFICULT
http://www.ap.org/newmodel.pdf
Participants in this study did show
signs shallow and erratic news
consumption. People wanted more
depth and were trying to find it.
Unfortunately their attempts to
substantiate and validate stories were
not actually getting them anything new.
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40. How long is the story
accessible?
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41. SOURCE: REUTERS
Important information is
vanishing because people
assume that once published its
always on-line. A lot of
broadcast content vanishes after
7 days.
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42. Photo by Zanthia - http://flic.kr/p/bpXtEx
A love-hate relationship between us and the users of our data?
I need your data
I need your ______
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43. Permission requires ‘Liking’
Photo by karola riegler photography - http://flic.kr/p/8XTgjY
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44. Permission requires ‘Liking’
Photo by karola riegler photography - http://flic.kr/p/8XTgjY
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45. The End of Interruption
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46. Radical consumer empowerment: be better or be gone.
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47. Radical consumer empowerment: be better or be gone.
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48. Emerging Platforms..
• Radio,TV, the Web, and.........mobile
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49. How can we keep up?
Does anyone know what’s happening??
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50. Cross MediaView 2013
Audio
Visuals
(graphics &
video)
Text
Radio
TV
So much easier to explain to others...
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51. People on Facebook
1More than 1 billion active users
250% of our active users log on to
Facebook in any given day
3Average user has 130 friends
4People spend over 700 billion
minutes per month on Facebook
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52. Social and Traditional Networks
Integrating in Clever Ways
Flipboard for video: It’s all about quick and easy access
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53. Life-cycle of content
In several countries we’re moving to a
production model which means separating shelf
life of content from its distribution date. This
applies to factual documentaries, features,
keynotes and drama.
When commissioning, 80% of the money goes
to production, 20% to marketing, tagging,
archiving the content to make it findable for
an agreed time (10 years).
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57. Questions & Comments & Discussion
http://www.theinternetofthings.eu/
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58. Questions & Comments & Discussion
http://www.theinternetofthings.eu/
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59. Thanks for watching.....
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