James Stewart

1. The Multimedia Bazaar James Stewart Some trends, visions and concepts for the future of multimedia and the TV

2. Outline • Conceptual issues • Ownership and Individualisation • Space and Time • Home space and Public space • Adopting and Configuring technology • Future TV • Clipboard Professional • Paper and the screen • Innovation production and supply of technology • Trends and Issues

3. Convergence • Convergence based on ‘digital’ information • Convergence of media, channels, industry, regulation. • A vision not always in sync with reality • Complex innovation environment creates Diversity and diversification parallel process. • Interoperability and interconnection: flexibility and diversity v. lock-in and homogeneity.

4. Multimedia • Interactive Multimedia • Multimedia; interactivity; personalisation; facility; complexity; universality(ubiquity) • Technologies of future: • pattern recognition • Database and network management • human-machine interface, • Ubiquitous technology

5. Multimedia: devices and content • Doubly articulated: • as physical objects and parts of technical systems • Bringing media ‘objects’ and flows into personal world • Analysed as: • Practically: practices, routines, resources, activities • Symbolically: meanings, identity

6. 4 Layer model CONTENT forms, genres and content itself APPLICATIONS Specific configurations - services, applications and products, within particular sectors and contexts SYSTEMS Combinations of technologies for storage, display, delivery, control, distribution COMPONENTS basic building blocks that can be combined to enable product and system development

7. Understanding ‘Applications’

8. Uses/application of ICTs • Education, work, entertainment, shopping (selling), communication, health (Traditional Application Domains) • Information seeking, browsing, access, communication, transactions, media consumption, play (Information activities) • Knowledge, Communication, Service, Play, Verification • Immediacy, Intimacy, Flexibility, Freedom (closeness of human relations) • Belonging, Playing, Coping, Survival, Balancing, Delivery, Control, Freedom • Time saving, Time - wasting, Time filling (related to time use).

9. Individualisation of technology Diffusion: Elite -> Communal - >Individual ownership and use of media technology • Communal includes workplace • Technology, wealth, costs and supply side drives process. • Privatization of ownership and use • Not replacement uses, but complementary. • Many benefits from communal ownership and use • Continued innovation in communal use. • Individualisation at first detracts from communal, then strengths • Privatisation occurs in private and public spaces • Private space use eventually links back to public space use with technical and social innovation.

10. Individualisation • Breakdown of community rules and constraints. • Individualisation of everyday life. • Many services now focused on individual rather than market, or audience or community • Technologies allow individual to escape and privacy from constrains of everyday life • Also facilitate togetherness - in place and in time - network community. • Individual ownership also problematic for many

11. Individualisation • Personalisation and mobility • Radio • Music devices • Television and video • Telephone - messaging devices • Computers • Diversity of media, but still desire to cling to common identifying cultural products within culture of subculture. • Consumption of media has become key in identity forming - self identity • identification with ‘others’ • But identity is always against others too.

12. Individual and community • Desire and expectation of sharing and belonging • Technology opens up new channels and possibilities and obligations • Communications are affective 90% of the time, rather than informational • Emerging symbols and culture of affective relationships: voice,messages, pictures etc. • Changing use and value of existing multimedia forms: photo->picture messages, written note->email.sms etc. • Paper traditional media for linking - telephone and multimedia supplementing. Paper still has key affordances

13. Space and Place • Private spaces - communal • Personal space - individual • Public spaces • Public • Semi-public • Home space • Spaces of Movement • Community spaces • Work spaces

14. Home space • Home traditional shared space • Private, protected space • Protected by law and culture • Place for children, illness, sex, opinions, • Man’s ‘castle’ - women’s realm • Place for identity creation and display • Divided physically and socially • Age, gender, social roles. • Intimately linked to other homes • Children, women • Place for security, privacy, togetherness, family, Aesthetic space

15. TV as the hearth

16. Changing home • Rural->Urban->suburban migration • Space Limited in cities: smaller homes • Increasingly isolated individual living in smaller spaces • But with more wealth, and increasing culture of investment in home space • Changing nature of home space • Penetration of work and work technology • Children’s space as public psace for children breaks down.

17. Home space • Electronic media pervade many households • Living room invested in as a communal space - attract family and friends with technology! • Technology also individual provides privacy within home space • Children’s bedroom culture • Gender issues • Technology fragmented in ownership use and systems • Paper still has key role in shared spaces.

18. Domesticating technology • Homes as aesthetic space • Limited space • Negotiated by household members.

21. Public Space • Technology facilitates mobility • Created a world of enforced travel • Local has expanded: the personal space has expanded following transport network • New spaces of media use • Traditional communal spaces for media use now media rich. Reinforced by personal media. Defined by content choice. • True public spaces avoided - semi public dominate • These spaces always owned by someone

22. Public spaces • Work spaces: office: other people’s offices • Retail spaces • Transport spaces: trains, terminals,roads, • Entertainment spaces: cinemas • Rest spaces: cafes, hotels • Sport facilities: gyms etc • Social spaces: pubs, bars , clubs, sports • Learning spaces

23. Space and Place • Screens in transport • Plane, Bus • Trains, Taxis • Airports, Bus stations • Cars • Easy to position, lightweight, durable • New models of ownership • Information and advertising • Entertainment • Increasingly for communication

24. Spaces

25. Time • Leisure time expanding with wealth - depends on economic cycle. • Productive time - expected to make time work for you. • Dealing with ‘Stolen’ time. • Certain household tasks removed - filled with work tasks to pay for services and technology • Demands of modern living: to maintain a service and technology full life has high cost in energy and time.

26. Time • Weakening of time: gives immediate control, but introduces uncertainty. • Strengthening of time : Urgency - instant info and communications • Changing time use: Time filling and time wasting • Reclaim stolen time • Media use, communication on move • Commericalisation of time use • Expected to pay to do things in that time.

27. Consumer culture • Increased wealth and changes in time and space use + advertising= more stuff • Continued importance of consumer goods in life. • More wealth, and more value attached to technological devices and services. • Services become key spending point over devices • Many products rejected. • People control according to core values. • Development coping strategies in adoption and use. E.g. communal, avoidance

28. Configuring technology • We create our own technological environment • Modularisation has been key trend - unplanned • TV - video, cable box, games machine, DVD, remote • Computer - modular system upgrading • Multiple devices of different generations, and sources. • Different adoption methods (gift, work etc) • Complementarily, • Redundancy • Technological lifecycles • Different industries own different product categories - convergence very slow.

29. Why do we adopt? • Usually as the result of an Event, usually a life event • Failure of existing technology • Maturing • Marriage, divorce • Moving house • First job,Changing job,Entering, ending education • Imposed by employee • Personal success or failure • Life events of others • Children leaving home, retiring • Illness, death

30. Too many products • Multiplication of consumer technology - spending and adoption choice will become more diverse. • Expect upgrade and longer life • Replacement key factor in upgrade of specific items,How easy to move people along product curve? Conservatism v. experimentation • Leapfrogging among new owners - straight to flat screen, projection

31. Use and misuse • People find own uses • Look at mis-use for ideas on product change • Subversion of intended use • Domestication involves compromises in the designers ‘script’ • Many people avoid ownership but want use

32. Fight for the market • Convergence is about market ownership and control, and maintaining a place in the value network. • Consumer electronics - device-centred • Telecommunications systems - system centred • Telecommunications services - service/system centred • Media content - content centred • Who defines key products, how does that control influence shape of devices?

33. Control of the markets • TV screen : stand alone device market • Mobile phones: part of system used to provide service, highly distorted market • PayTV service: receive part of system • New mobiles devices: mixed market • PDAs stand alone devices… • Mobile work: part of IT systems (IBM etc) • Smart Phones - mobile service • Music players - stand alone…content service? • Operators want to support connections though their networks, • Device makers want to sell stand alone devices.

34. What is TV?

35. What is TV? • TV is cheap entertainment, and flexible: used as a substitute for unaffordable or inaccessible alternatives • Social in the traditional model – but many people watch alone. • To be together • To be apart, avoid conversation • Up to 50% of people in major cities now live alone • Why do we watch TV , and how de we watch TV? • TV to unwind, relax, waste time, fill time • TV for entertainment, leisure • TV for knowledge, learning, belonging • Bring outside world into home • Background noise • Makes us feel worse!

36. What is TV? • A device, A medium, A way of organising life, of seeing world, a system; an Industry, • Central to leisure, Politics,Mass Market commerce, culture. • Used for distraction, learning, engaging with world – nature, people, politics, for social experiences - : stimulate imagination; dull senses. • TV as re-broadcasting of exisiting ‘products’ • Sport, films, theatre • Much ‘TV’ TV is radio with pictures. • Powerful linear medium • Background – like radio or music – keep in touch with outside, not feel alone. • Simultaneous Media use - (conflict with single screen vision) • Radio more suited to busy, traveling life.

37. Redefinition of TV • Redefinition of TV – object, concept, content • In presence of mobile and internet. PC, and mobile phone becoming dominant everyday devices, especially for younger first time buyers. • New television device forms (flat, projector, truly portable) • Screen merging: people buy one screen for two uses – PC and TV/Video. • Consumers getting used to new ways of using media – TV – interactive and now computer style recording and data managing. Expect to be able to trap, edit and send all media data the same. • Expect same input and output devices for different media - cameras on the TV become common • Virtual device - cross device use

38. Redefine TV 2 • TV of future - more personal, more aesthetic, integrated with other ICT systems, less linear • Flat screen – last longer, clearer picture • Less space, better aesthetic. • Projectors - current sold as ‘home theatre’, but could be broadened. • Refind 8mm and slide film experience - personal movie- as made by self. • Developed countries - older richer people have money to invest - remaking home after children leave home. Parents use big TV to attract children to living room!

39. Public Space TV+Media • Public television spaces: renaissance in public media. • Cinema : renaissance: digital projection finally developing – low distribution costs – greater diversity in cinematic content…? • Private media in public spaces: • Flat screens – low costs, easy to position: enter into public transport and to car now. Wirelessly connected • Growth in screens in trains, cars, taxis, buses communal to individual: use for advertising, calming passengers; pay per view; gaming; internet access; • Retailing: increasing demand for more information in shops: Subtle use rather than in your face: link to private terminals. Seduction and information • Large screen billboards become electronic. • Not only screens: where there is a screen, a lens too. • Increased use of security cameras – private and public.

40. Space and Place • Screens and devices in communal spaces • Bars, Cafes: traditionally strong media use venue: internal and external • Retail outlets: information and seduction • Cinema: digital media changes nature of cinema • Workplaces • Learning places • New communal spaces: Gyms, • Not only screens: where there is a screen a lens too.

41. Mobile/personal Television What will it really be like? • Linear broadcast TV • Prerecorded programmes • Radio with pictures • Personal video • Personal – needs to be cheap – quality, robustness etc suffer. • Own configurations, and subscriptions – not necessarily own screen watched on • How to link this device to everything else?

42. Personal devices • Individual identity • Personal video , music, communications • Virtual device • Read paper • Connect to other home, individual and work systems • Personal entertainment device • City survival kit • Mobile office • Traveller’s Companion • Power key question • Key work tool

43. Clipboard Professionals • Peripatetic Workers • Clipboard professionals: doctors, engineers, architects, vets, social workers • Clipboard technicians: utility workers etc • Clipboard serfs: market researchers, meter readers • Imaging and identity verification central to use. • Virtual devices. • Production of paper

44. Clipboard professions • Notepad • Briefcase • Pocket • Car/truck • Paper will be key for many years: • Leaves a trial • Hand over instructions • Common work space • Needed for knowledge work

45. The place of paper • Paper central to many work practices: • Reading • Planning • Reviewing • Submitting • Group work • Command and control • Much applies to family and social network. • Production of print still dominated by communal access.

46. Trends and Issues • Technology: • Portable power • Identity technology • Business • Interconnection • Interoperability • Dependability of devices • Regulation for system development and ownership

47. Trends and Issues 2 • Social: The role of women • Discerning users • Customers with different agenda • Creators of technology and service

48. Trends and Issues • Social • Privacy backlash • Health as new emerging areas of device and system use at home and personal level.

49. Modular technology • Modular assembly has been basis of television, and much of computer evolution, high end cameras • Allows for upgrades and personalisation • New devices will follow that trend • Software mentality • Virtual devices • Upgrade of parts • Customisation

50. Conclusions • Changing home space • New opportunities in public/semipublic spaces • Personal devices - for professionals and private use. • Virtual devices • Redefining the television • Complex period of innovation, especially due to technical uncertainty and convergence strategies.