Project Timeline 2005–2010

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People

‘People’ refers to what consumers do with media, how they use media resources; it therefore includes demographics, etc.


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Title & Details

Extract

Attendees

  • Andy Donovan, Director, Inter-Arts   (AD)
  • Libby Christie, Executive Director, Arts Funding (LC)
  • Nick Herd, Director, Research and Strategic Analysis (NH)
  • Jackie Bailey, Research Analyst  (JB)
  • Annmarie Chandler, OTB Facilitator (AC)
  • Ross Gibson, OTB Facilitator (RG)

Focusing Question

Where are the Arts in the Future of Australian Television?

Draft Agenda for the workshop

  • 9.30am – Introduction

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Compiled according to the major drivers; people, content, funding, governance, technology. Notes for each individual interviewee are also available.
(Numbers in brackets denote a respondent)

Surprises over the last 10 years

(1)
First, a brief history of previous occasions in which the Film and TV industry has proclaimed the imminent end of the world, as we know it!

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PARTICIPATION here and in matrices relating to each of the key drivers is the extent to which someone watching television content can do more than just watch it: Participation could also be the extent to which viewsers allow information to be collected about them for interactive advertising or content suggestions.
Participation is about the extent to which people participate in …(continue reading)


Surprises

  • Slowness of broadband speeds
  • Lack (of television channels) in rural Australia
  • Lack of national curriculum, consequent loss of opportunity to teach using Australian digital content
  • Nomophobia – importance of mobile phone, devastating feeling of being cut off from the world or news of family
  • Degrees of User Generated Content and ease of accessibility – ‘almost everything I can

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Surprises

  • Extent of innovation related to the Internet search and especially Google. Its in the miracle category, an unbelievably smart company. Its mix of algorithm, technological expertise, its understanding of users and burgeoning range of new services is the most revolutionary application of communications.
  • Would have thought the new media would have undermined the old media much more than

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Surprises

No real surprises, perhaps slowness of IPTV to take off

Technology

  • IPTV in Australia different from rest of world (France, Italy, Hong Kong, US) where digital broadcast pay-TV channels on IPTV drives high ARPU. Enables triple play (digital tv, broadband, voice), but in Australia cable and satellite are still more economically viable than IPTV.
  • Cost of IPTV coming

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Key words and themes

Media portability; wireless expectations; “snacking” versus sustainable content; shifts in free trade, globalisation, local and protected markets; revisions to the relationship/funding structures between the free to airs and the independent production sector; “sharing the risk”.

Surprises

  • The portability of media and its responsiveness to location for information and entertainment not imagined 10 years ago.
  • Truncation

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Surprises

  • storage capacity and how it changes relationship with content which is now portable and shareable
  • Total portability as in iPhone/multiplatform accessibility as in Apple TV.
  • Engagement with content
  • Intensity of engagement
  • Consumer initiation (uses “Lost” as an example of complex community interaction delivering new content in ways unintended by the original creators. Asks how now those interactions might

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Surprises:

  • How slowly things have developed
  • How far interactivity has developed
  • Total failure of subscription model for online content
  • Power of the idea of ‘free’
  • More advertising where that came from – engine clearly there

Technology:

  • Bandwidth is the only thing holding back IPTV services

People:

  • Don’t underestimate the power of the idea of ‘free’

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Surprise

  • Most elements of digital platform were in place prior to 2000 – a surprise that was not surprising
  • The 3D Web is coming
  • Doomsday scenario – 9/11 scenario where the Internet is taken or significant parts of it are through exploitation of network weaknesses.
  • Management needs to learn adaptive strategies –to work with digital content and delivery, managers

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