1. The Changing Media Landscape Jack Sedman

2. ‘Old’ versus ‘New’Extinction  substitution/Fragmentation  evolution?

3. Trends not Categories What can recent developments tell us? Are current trends lasting trends? What does the future hold for Media?

4. 1. User Generated Content Each word is significant: ‘user’: rather than ‘consumer’ or ‘C2 Housewife’ ‘generated’: the process as much as the product ‘content’: engagement is personal (win it and win an advocate; fail and make an enemy) What does UGC actually mean? it is not a phenomenon, and certainly not ‘new’, but the natural evolution of internet + technology the upshot of a shift in power from institutions to the individual is the need to engage the individual directly, and on a personal level

5. UGC is a Running Commentary for better… …and for worse PayPal – four negative matches in Top 30 search results, including two dedicated websites

6. 2. What am I subscribing to? Guardian v. Times when comment is free, the narrative continues once the story’s over people won’t pay for their own active engagement, but they may do for niche information (e.g. Financial Times) Spotify v. iTunes competing business models: purchase v. rental v. streaming streaming / On Demand will become the norm for music and TV people want to discover new experiences – not consuming but engaging

9. 3. Communal Experiences( more than just ‘social’ media ) Linking, and blurring, the physical and virtual The Twitter Election – debating around the debates World Cup 2010 – 365 betting – advertising responds, but can TV?

11. 4. Enhanced Experiences From HD to 3D of course people want to be closer to the action the experience will become the content – just look at those proliferating 3D movie franchises! Better screen + new design (+ faulty antenna) = Digitizing the physical space motor shows underground stores …and much more to come

12. What People Want An unlimited desire to engage, as well as thirst for new technologies Own less, experience more – whether online or offline. The most effective advertising will increasingly combine the two A sense of ‘event’ The survival of a medium can be strongly linked to its engagement potential [ physical + digital + community ]