Project Timeline 2005–2010

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Support Material

‘Support Material’ houses the materials of the project which do not relate to the timeline or any of the other general thematic tags. The two category tags are Further Reading and Research and Project Overviews.


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Title & Details

Extract

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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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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Transcript of a May 2008 episode of ABC Radio National‘s Saturday Breakfast programme in which presenter Geraldine Doogue interviews Jock Given, Professor, Media and Communications at the Institute of Social Research at Swinburne University.
Saturday Breakfast RN – Broadband End Game? (External link – abc.net.au)


This interview is predominantly about issues which fall under our heading of “Governance” and digital content rights management.
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!

  • Around 1980 the “video boom”. Hysterical over-reaction to Beta and VHS which would be the

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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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Surprises

  • Technology and delivery is as important (and more so for his company) than production of content
  • TV will still be in the corner – but will be connected to a computer as well as DTV network, and probably wireless network
  • Major traffic problem with just two main cables from US to Australia. 65% of online traffic to Australia

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Surprises:

The scale of the change from mass mediato micromedia (iPods, mobiles, websites, etc)

  • Far more discussion about tailoring and filtering content
  • People so much more in charge of their media.
  • People more aware of and judgmental of media GLOBALLY

This interview is ALL about people

People

  • In the past TV was like a market square:where you

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Surprises

  • “Crossing over” to faster more immediate information sphere – shocked now by encounters with libraries that are still dependent on pieces of paper.
  • How out of sync Australia is with the critical debates happening elsewhere about setting up new media i.e. broadcasting innovations and developments (in UK). We are no longer talking up our content and culture.

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Surprises

  • Audience’s ability to be avaricious, multi-disciplinary and multi-tasked in its consumption patterns with media. There is a large portion of society that now takes an all windows open approach to media engagement for granted.
  • Overestimated the power of the “bears” (established media power base) in the media markets and underestimated the percentage of the media landscape not covered

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Surprises

  • Developments in broadband over the past ten years.

Funding

  • Production financing models slow to adapt to change.
    In 2001 most producers hadn’t really thought about broadband. In the funding sector there was a cynicism about it and a resistance to it. People laughed at a production [xxxxx] when the producer wanted to do a website on

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