Project Timeline 2005–2010

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Steering Group Meeting #3

Categories: Meetings, Steering Group
Date: 18 September 2007
Contributors: , , , ,

STEERING GROUP MEETING 3 – Tuesday September 18th, 4-6pm.  UTS.

Summary notes from meeting

Chair: Ross Gibson (UTS)
In attendance: Lesley Osborne (ACMA), Hugh Clapin (ACMA), Raphael Pustkowski (Foxtel), Hugh Pattinson (UTS), Annmarie Chandler (UTS), Ben Goldsmith (AFTRS), Andy Lloyd -James (AFTRS).

Apologies: Philip Bell (UNSW)

The purpose of the meeting was to update industry partners on where we are at with the project with a focus on how the next 3-6 months will play out. This required the researchers seeking feedback to the industry workshop plan, as well as the features on the interactive website.

Andy outlined the proposed workshop plan and the revised list of participants for the workshops scheduled for October 17th and November the 7th.
The list now also includes Ian Davis from Telstra Media. LO noted that Giles Tanner was not on the final listing. This is an administrative error, and he will be approached as matter of urgency. Andy and RP also noted that the participant group was missing a venture capitalist or financier and would consult about a possible person to fulfill this position.

The objective of the first workshop is essentially to revise and update the issues that are driving uncertainty and change in the media landscape and to establish a good dynamic working model amongst the group. Both of these factors are necessary for building successful scenarios at the second workshop. In between the industry contact workshops the researchers will be analyzing the material gathered and designing scenario models to stimulate and aid the groups strategic conversations and outlooks on the future.
The third and final contact workshop, which is planned for next March, will examine the application of the scenarios to the strategic planning models of the business, creative and regulatory environments represented by the group.

It was noted that the workshops would include “provocateurs”, thought leaders from social and financial sectors, who would provide short presentations to stimulate broader and long term thinking about issues impacting on the media landscape.

The beta stage of the website was also demonstrated to the group. When the development is completed the site will perform two essential functions. It will act as a resource for collecting and analyzing material for the work of the research team. As HC (ACMA) noted “it will reflect what’s learnt in the project”. It will also act as a resource for the participants to develop models for building scenarios. It will do this by enabling participants to add their reflections, thoughts and print or av resources to the data base, in between the scenario building workshops. Hugh P (UTS) noted that a number of software tools could be added to sort, rank and analyse documents and comments. Most importantly, in its final iteration it will provide organizations and strategists with a diverse range of scenarios about the futures for Australian “Television” 20 years out. Thus the knowledge produced by the project will be available to all participating organizations as an organic electronic tool. An original objective of the project is to keep this electronic resource alive well after the 2-year cycle for this stage of the project.

Some cautions were expressed and noted at the meeting on its design and purpose. We need to avoid a “googling’”, approach to the value of the site. Both the mind map and its electronic iteration need to avoid cluttering information. Are there 3 or 4 leading categories we could decide to focus on? The conversations from this meeting revealed “population”, “global”, “consumer” and “time” as major topic themes and it will be interesting to see if these re-emerge at the workshops. The website also needs to be more than a repository for locating and retrieving relevant comments and information. Long term, it needs to emphasize providing “interpretation” that is relevant to the strategic planning models various industry sectors are engaged with.

A rigorous discussion followed on the challenges facing the project and the 3 contact workshop sessions,
These include;

The interests of the key industry investors in this project were also canvassed.
They can be simplistically summarized as Foxtel (the consumer), AFTRS (the creators) and ACMA (the regulatory environment). However in reality those three sectors of course intersect, and there is an overall shared concern with market viability and market failure.

The need to have a brief catch-up meeting before the first workshop on October 17th was also raised.