From mass media to interactive mass media

1. 04.05.2009 People’s Television Frank Rigal Runa Tv Holding AS

2. Why is bigger than Tv ?

3. 04.05.2009 http://www.stmarysbramber.co.uk/images/secret_door.JPG Maybe because Google is a door to reality ?

4. 04.05.2009 Because Google’s algorithm uses links to detect what people like

5. So that what Google lists is ranked according to what people really want

7. 04.05.2009 They want reality media : Facebook , Twitter , Myspace … not reality-tv ( which can be lot of things , but not reality )

8. 04.05.2009 Reality media are customised expression media and discovery media And they are mostly for free

9. 04.05.2009 But is there such a thing ?

10. 04.05.2009 What people want the most is reality media

11. 04.05.2009 Still, reality media are for free while fiction costs money

12. Although many people choose not to pay when they download fiction ( games, movies , music …)

13. But is it because filesharing is for free or because it often is the only way ?

14. Is it about money or about access ?

15. 04.05.2009 Or should we make the difference between for-free and almost for-free ? Like with micro-billing ?

17. 04.05.2009

18. 04.05.2009 Is culture free ?

19. 04.05.2009 For ex, is music free ?

20. 04.05.2009 1400 million digital tunes are available through file-sharing

21. 04.05.2009 7 million digital tunes are available legally

22. 04.05.2009 0,5%

23. 04.05.2009 Prohibition as a business model ?

24. 04.05.2009 Are our culture and creativity locked in ?

25. 04.05.2009 Should creativity be free ? And if yes , why ?

26. 04.05.2009 This is why: User Generated Content will rule tomorrows media

27. 04.05.2009 Ok, right now reality and UGC rule traffic… …but what about making some money too?

28. 04.05.2009 First we need to know which channels can translate reality/UGC traffic into cash

29. 04.05.2009 Tv to mobile, internet with mobile billing , i-phone …?

30. 04.05.2009 Web Tv , mobile Tv, interactive Tv...?

31. 04.05.2009 Let us just call it search-based , user-generated TV

32. Is that Youtube ? No (not yet at least )

33. 04.05.2009 Then we need critical mass

34. 04.05.2009 Reality media have to become interactive mass media, not just friends-to-friends media, or jungle-telephone media

35. 04.05.2009 So that we can do the transition from broadcast Tv to People’s Television

36. 04.05.2009 Which is neither Google Video nor Youtube . Why ?

37. 04.05.2009 Here is why.

38. 04.05.2009 Have you ever voted on YouTube ? Me neither .

39. 04.05.2009 Then how will we know which videos or which music are worth watching ?

40. Of course we can all watch what Youtube puts on its first page , but what is the difference with TV then ? And how did they find out ?

41. Some UGC portals are better at this : Imdb , last.fm … But they just collect votes , and only from their users (as in: users who liked the same as you also liked this )

42. 04.05.2009 But is it possible to create a search engine which really understands quality & value ?

43. An engine which would do what Google does with people’s links in its algorithm , but with rich content ?

44. 04.05.2009 With such an engine, interactive mass media could easily replace bradcast mass media

45. 04.05.2009 We try harder. We are talking digital customer service here

46. 04.05.2009 And digital service industrialisation: How to automise value generation and value detection

47. 04.05.2009 And the first key to digital service industrialisation is: Sales Service Systems

48. 04.05.2009 SSS = Customisation = Value

49. 04.05.2009 Translating customers ’ demands into a customised offer = value

50. 04.05.2009 An easier , funnier, quicker and more valuable offer

51. 04.05.2009 The Sales Service System equation: Your Customer Score – Your Competitor's Score = Your Competitive Score

52. 04.05.2009 Sales Service Systems are search-based customisation systems (matchers)

53. 04.05.2009 They can for example give you multiple-choices with interactive maps

54. 04.05.2009 Or allow users to do sms yellow/white pages searches with 90% success rate

55. 04.05.2009 The second key to digital service industrialisation is: Service Technology

56. 04.05.2009 Service technology is proactive technology

57. 04.05.2009 It allows, for example, your phone to tell you who is calling before you answer

58. 04.05.2009 ST is technology-based agregated value

59. 04.05.2009 ST begins with the development of automatic customisation systems

60. 04.05.2009 Service Technology can also understand value and quality in existing content

61. For example what is a good video or good music

62. Because just as Google’s algorithm it uses correlations to detect what people like

63. 04.05.2009 This opens the path for automatic , intelligent, recommendation systems

64. Systems which are able to take the right kind of service initiatives

65. 04.05.2009 The third key to digital service industrialisation is: Power Service Processes

66. 04.05.2009 PSP are necessary in order to release the power in UGC Why ?

67. In 1991 , Loren Carpenter , co-founder of pixar studios sat up a scientific experiment

68. 5000 people were asked to fly a plane on a flight simulator, together

69. Did it work ? could 5000 people , democratically , fly a plane together ? Yes How , why ?

70. 04.05.2009 Because the screen showed reality and because they were given one real, though democratic , joystick each

71. 04.05.2009 Real information, real control and…money

72. To release the power of UGC we need to give people real information , control and… Money

73. Real money for their contribution , proportionally to how much money this contribution generates

74. Then we need to solve the copyright/piracy issue

76. 04.05.2009 Then we need validation systems, to authenticate and locate content production

77. 04.05.2009 And we need talent-detection systems

78. Systems able to recognise value and quality in fresh content , to detect talent as soon as it sees it: Discovery systems

79. Conclusion : Most companies can improve their results by delivering better service to their customers .

80. Many of these can profitably implement one level of service: Systems, technology or processes

81. And some companies will only survive in the future , if they are able to interact with their users on an industrial service level

82. These companies may be today’s mass media players : newspapers , magazines , broadcast TV and radio

83. Runa.tv , which means people’s Tv, in the Quechua language of the Inca , offers its experience to these companies in their transition to interractive mass media.

84. Runa.tv Holding AS Oslo, Norway . Frank Rigal Mail: [email_address] Tel: (+47) 90515273