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Next Media Programme SRA

Next Media Programme SRA. Presentation to TIVIT board 25.3.2009 Elaborated version 27.5.2009. Media and entertainment 1.700 Billion $ globally in 2008 (PricewaterhouseCoopers)

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Next Media Programme SRA

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  1. Next Media Programme SRA Presentation to TIVIT board 25.3.2009 Elaborated version 27.5.2009

  2. Media and entertainment 1.700 Billion $ globally in 2008 (PricewaterhouseCoopers) Includes traditional mass media, internet advertising, internet connections, amusement parks, games& gambling (2.6%) and sporting events Long-time growth – rapid growth expected in digital services and games (expected yearly growth 10% to 2012) Global media market > global telecommunications market, also growth expectation higher Media and entertainment is a major industry • Finland: • Mass communication: 2.4% of GDP in 2007, € 4.28 mrd (Statistics Finland, 2007) • Games: appr. € 120 million in 2008 (Neogames 2009)

  3. Technology pushes media consumption • Content creation, processing and distribution become digital -> the value chain changes • Media increasingly important in every-day life – ubiquitous wireless access through devices and displays at homes and public spaces • New user interfaces including personalisation and context awareness makes media consumption even more convenient • Mobile phones add interactivity to traditional media (Hybrid media) • Metadata and semantic web enable automation of content processing Creation Packaging Distribution Consumption

  4. The power of the user grows • User gets more power and choices ->impact on media use and advertising • Individuals and enterprises – B2B users – are becoming more demanding in their tastes and choice • Getting attention is difficult, because users are more immune to advertising • User communities are defined by various criteria: local, personal interests, … • User generated content important (rule 1/10/100) • E-commerce shifts the focus of media and advertising to the internet Paper Public displays PC Camera Laptop Video camera Mini laptop MP3 TV Ebook reader Mobile phone FM radio Smart phone

  5. Advertising is going digital • Global advertising market is 475.8 B $ (ZenithOptimedia,2008) • Finnish advertising market (media space): 1.5 B € (TNS Gallup, 2008) • Economic slowdown will impact heavily on advertising • The dependency on advertising revenues of media products and channels varies from 0% - 100% • Traditional media – TV, newspapers, magazines – will suffer the most. Spending on B2B advertising will decrease more than B2C. • Strengths of internet advertising • interactive • more targeted and measurable • often cheaper for the advertiser • Advertising is the dominant way to earn on internet services • New: Permission marketing to build win-win relationships

  6. The catalytic effect of media industry The turnover (billion €) of the most important branches catalysed by the media industry in real figures until 2005 and their expected future development in the Finnish market.

  7. Traditional media industry has to reinvent itself • Traditional media companies (TV, newspaper, magazines, books) show moderate growth predictions: • Especially print products need to be developed into cross media services • The media industry has to closely follow new trends (social media etc) and adapt dynamically • Sustainability and environmental challenges both in electronic and printed media • Digitalisation opens up new internationalisation and export opportunities for Finnish media companies • Fast and agile creation of digital media concepts and platforms requires efficient innovation ecosystems

  8. Challenge: Professional versus social media Source: VTT Södergård, TKK Giesecke, VKL Juhola

  9. Media and entertainment industries are highly innovative • Low R&D investments in traditional measures • However, majority of innovations made by the creative industries are hidden • Most of the R&D&I in creative and media industries is not measured using traditional innovation indicators • Digitalisation and ICT technologies offer a wide range of opportunities • Need to formalise the innovation process Source: Miles & Lawrence 2008, Hidden innovations in the creative industries

  10. TIVIT SRA PORTFOLIO 2010 CT SRA Content value net NM SRA, Sanoma? Service value net FS SRA, Elisa SW value chain (Meta)data and information value net Network value net FI SRA, NSN HW value chain SW value net SW SRA, F-Secure? DIEM SRA, Nokia HW value net CT = Cooperative Traffic ICT NM = Next Media FS = Flexible Services FI = Future Internet SW = Software DIEM = Device and Interoperability Ecosystems Acting on data Bridging realities Web of services Productivity Internet everywhere Enabling Co-Creation 14.4.2009 TIVIT strategy 2009 presentation 10

  11. The Long Tail where “the total volume of low popularity items exceeds the volume of high popularity items” Content Popularity Content Inventory Mostly by Prosumers or Semi-Professionals Mostly by Professional Content Creators Mostly User Generated “One-to-one” Physical Media Peer-to-Peer Messaging Prime-time Television Public Access TV Blogs “One-to-many” Service Examples Distribution Metaphors “Many-to-one” Media Search Portals Open Media Requests Content Forums Multi-user Virtual Worlds Collaborative Media Wikis “Many-to-many” Focus of Next Media SRA Focus of Next Media Programme

  12. Next Media SRA: Vision • By 2015, seamless creation and consumption of media content is an essential part of people's everyday lives. • The Finnish media industry finds new ways to capitalise media experience. • Highly efficient, agile processes accelerate the creation of competitive media concepts and technological enablers for domestic and international market.

  13. Breakthrough target • The breakthrough target is to developengaging media services and enabling technologies that support co-creation and participation as well as monetising media experiences in real and virtual environment. • Impact metrics: • The number of users of new media services originating from the Next Media Programme • Turnover and the number of jobs generated from the Next Media Programme innovations • Next Media Programme a unique initiative in Europe

  14. Strategic targets in building the Next Media ecosystem • Create an open innovation and co-creation environment • Users, media companies, players of advertising value chain, ICT-providers, service providers, operators, device manufacturers, research organisations, governmental bodies • Link together established media companies and new actors (e.g. Digi Cluster = DigiOske) • Create a better understanding of consumer behaviour • Enlarge the R&D&I cooperation with international research organisations and companies with the aim to be a part of the global top community in media technology research (e.g. EU7: NEM, PREN etc.) • Build a bridge and foster cooperation between TIVIT and the Forest Cluster SHOK, especially in hybrid media • Find new methods to generate internationally scalable media concepts and services

  15. Yes/no R&D&I process User-driven open innovation in media sector (Large number of parties) Open Living Lab (product and service concept testing) Active Dissemination Commercialisation of concepts (limited number of companies needed in the value chain) Products and services

  16. R&D&I themes in Next Media (horizontal and vertical) Business models, concept development and organisational development Entertainment and games Education and learning News and information Community media Human-media-interaction, dimensions of media experience, media use metrics Future media genre ? Social interaction, collective creativity and virtual environments Profiling, context awareness and content adaptation Content production tools and processes Media content access

  17. Research Area 1 • 6.1 Business models, concept development and organisational development (Sanoma Entertainment) • Research Topics: 6.1.1 Income from target groups 6.1.2 Income from advertisers 6.1.3 Media concept development 6.1.4 Organisational development 6.1.5 Media value chain and inter-organisational issues

  18. Research Area 2 • 6.2 Human-media-interaction, dimensions of media experience, media use metrics (VTT) • Research Topics: 6.2.1 Human-media-interaction 6.2.2 Personal media experiences 6.2.3 Immersive media experience 6.2.4 Cross media experience 6.2.5 Media use in social and cultural context 6.2.6 Media use metrics

  19. Research Area 3 • 6.3 Social interaction, collective creativity and virtual environments (HIIT/KTH) • Research Topics: 6.3.1 Social interaction 6.3.2 Collective creativity 6.3.3 Virtual environments

  20. Research Area 4 • 6.4 Profiling, context awareness and content adaptation (VTT) • Research Topics: 6.4.1 Profiling and personalisation 6.4.2 Context awareness 6.4.3 Content adaptation 6.4.4 Use of profiles and context in personal data management

  21. Research Area 5 • 6.5 Content production tools and processes (Tieto) • Research Topics: 6.5.1 Co-creative newsroom 6.5.2 Content production tools and processes

  22. Research Area 6 • 6.6 Media content access(TKK) • Research Topics: 6.6.1 Media content description and metadata creation 6.6.2 Media content retrieval methods, systems and interfaces

  23. Wide range of potential participants • Users • Device companies: PC, TV, mobile, signage, … • Service providers • Service platform providers • Network operators and distributors • Media companies • Wide range of technology providers: 2D, RFID, GPS, … • Players in advertising value chain: advertiser, advertising networks, advertising agencies, media agencies, market research companies

  24. Next Media core group and other interested parties (so far) FS - CrossMedia • Anygraaf Oy • Finnish News Agency • Forssan Kirjapaino Oy • Itella • KCL • KSF Media Ab • Logica • Profium • Sanoma Data • Sanoma Magazines • Yhtyneet Kuvalehdet Core group • Finnmedia (VKL) • Sanoma • Sanoma News • Sanoma Entertainment • Alma Media • Talentum • Tieto • Elisa • Nokia • TKK • VTT • HIIT Interested companies • Basso Media Ltd • Conga Group • Floobs • Esa-konserni • Hansaprint Oy • Jutel Oy • Lehtiyhtymä • Lots • Mediacity • Oppifi Oy • RedTail Media • Sanoma Magazines • Sanoma Lehtimedia • Suomenmaa Yhtiöt Oy • Tammi • YLE • Etc. 42 companies, 50 % small

  25. Other interested parties (so far) • Finnish Newspapers’ Association • Helsinki School of Economics • Laurea University of Applied Sciences • Metropolia University of Applied Sciences • Mikkeli University of Applied Sciences • Tampere University of Technology • University of Arts and Design Helsinki • University of Helsinki • University of Jyväskylä • University of Tampere • Åbo Akademi

  26. Steps • First draft of NM SRA (2010 - 2015) • Vision, Breakthrough target • Research areas (1-6) • Delivered to the Tivit Board on April, 27 • NM SRA proposal to the Tivit Board • Schedule: May, 25 2009 • Project plan and work packages for 2010 - 2011 • Schedule: May, 18 – September, 2009 • Tekes application procedure: September - December 2009 • Start in January 2010

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