February 23, 2005
News Corporation - the Ruppert Murdoch empire from The Times of London to Fox News in the US - President Peter Chernin challenged fellow executives to face the media industry’s biggest problems through a forward-thinking speech entitled “10 rules for Media Survival” at the Forrester Consumer Forum last week. Chernin explained that networks and advertisers need to work together on new formats, and that companies need to turn to technology for new forms of distribution. In particular, Chernin addressed the most contentious issues currently facing the media and threatening future profits including: fragmentation, ad-skipping, and piracy. After addressing media's increasing difficulty to follow its traditional pursuit of passive audiences due to technological advancements, Chernin laid out his 10 rules for survival. Chernin?s rules are as follows:
"Rule 1: Realize that consumers? desires of control, choice, convenience, and simplicity have not been altered by the recent changes in technology.
Rule 2: A wired home does not change anything. It merely allows consumers to move content from one device to another within their home.
Rule 3: Media companies and advertisers have to redefine their relationship.
Rule 4: Consumers don?t reject advertising, they reject complacency. Advertisers need to evolve the methods through which they reach consumers, especially their old habit of using 30 second commercials.
Rule 5: Content is still king, but financing the kingdom is complicated.
Rule 6: If content is king, then marketing is the crown prince. Broadcast or cable networks need to create tightly focused brands, like HBO, FX, or MTV.
Rule 7: Get noticed. Even the brightest ideas need to be original, more audacious, and more gripping.
Rule 8: The industry cannot ignore the fragmentation that is going on around the world.
Rule 9: Nothing compares to the spontaneity and thrill of things that are live, including sports, news, and entertainment.
Rule 10: If the industry does not solve the problem of piracy and can thus not protect content, all other rules are meaningless."
It's easy to understand that this "Bible's decalog" mainly applies to the broadcast industry, but some rules are relevant to forecasting the future of the newspaper industry.
Source: Forrester Magazine through paidcontent.org
Originally posted by john burke from editorsweblog.org, remediated by yatta on Feb 23, 2005 at 04:46 PM
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The Weekly Show

drawing from extrastruggle.
We've been having a back channel conversation amongst the trackers at unmediated about how/whether to update the way in which we aggregate, present, and make useable the content on the site, in light of all the various aggregators, digg and its clones, and role model group blog sites that we all consume/use/hate/love. Since we all primarily support open media movements and the freedom of bits and so forth, and with all of us being busy with our primary projects, we are looking for ways to make getting content on the site easier and more streamlined, while making it obvious that we are presenting other sources content. With the availability of open API's for just about any type of media aggegration literally getting past the saturation point, and mashups taking every possible form, we are wondering, is it time to take a step back, or a step forward with how/what we do at umediated? In the course of my surfing today, i found this new site, Boxxet Which just might be the straw that breaks the camel's back in how we all perceive the current mix and match nature of the web as it now stands. What's different about Boxxet from other aggregators and mashups like the newest entry popurls, (which aggregates digg, slashdot, reddit, newsvine, tailrank, and flickr) is that Boxxet is a Website generator. Thats right, just pop in all the urls u want to aggregate (and WHAT from them) choose how u want to format it, plug in the url that u want it to be accessed at... and whammo: Your own site with everyone elses content, and all thats left to do is decide whether googleplex or yahooza is going to be the source of your linklove revenue. And if u have on older domain that u plug this into...well, we all know how the pageranking with search engines work by now. It used to be that u had to have a bit of code knowledge to make all this stuff work. Eyebeam's Re-blog engine which powers this site was not a simple undertaking at the time that Michael Frumin and Michael Migurski put it all together... a half a year before Marc Broadband-mechanicked the term Reblog as his latest buzzword before casting his attention on the ourmedia-meme. (kudo's, kudo's) But now, with the cut and paste mentality of webculture that we at unmediated have helped create, the pace at which people are remixing and repurposing code is accelerating at a rate similar to the curve that we saw with pro-sumer desktop video... almost anyone can do it. I have this sinking feeling in my gut that we will arrive sooner than later at the same existential threshold that the film studios and record labels are squirming under to our joyful cries of "die, dinosaurs, die!". What i am wondering, is how long until my hero of the open-information movement, Cory Doctorow, and the rest of our pals at BB will tolerate re-aggregation and repurposing of his content, (now that he is investing so much more time at the site) before he (or any of one us) screams, "FOUL!" Stewart Butterfield over at Flickr is dealing with this beast at the moment...and i have to admire the dryness with which he states, "I loaded the FlickrCentral pool and firefox got up to using 240mb of ram before dying. So that's not a great user experience, but it's really terrible for Flickr. If it catches on and you don't limit it, we'll have to cut you off :\" Sure, Stewart, blame it on the user experience and firefox. ;) I admire your candor, and personal attention/approach to what has become one of the hottest new BRANDS in Web 2.0 ...that u still have time to be personal and all flickr-fuzzy even after being acquired, but I am sure that your jeans feel like they're fitting a bit tighter all of a sudden. Pretty soon, I expect, a lot of us bell-bottomed infornistas are going to wake up in a similar pair of Jordaches. I'm curious which of us will cut the inseams and sew in another totally different material to keep our style,and which of us will claim that now that we're wearing skintight jeans ("they're really really comfortable...REALLY! You think i should get a pair of Reeboks to go with 'em?"), that the manufacture of bell-bottoms should be forbidden. I point this all out in good humour only to illustrate a point: The times, they are('nt) a changin'>, and Cory just might wake up one day soon in his magic kingdom, and say "Hey, man, where'd all my whuffie go? And he's going to have no choice but to join Walt's pinstripesuits in pushing for copyright extension. It's a pill i hope he (and we) never have to swallow. So i pose the question to our community readers: How do you see unmediated-Are we crossing the boundaries in how we repurpose content? Would you like to see more editorializing? Narrower/Broader scope? Are we a repository of information that you come back to use, or just part of your daily information addiction? Let us know... I, for one, would like to have an idea about what pair of jeans to wear this year ;) michael
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Berkeley Conference: Online Video and the Future of Television - Friday, September 30, 2005
This one-day conference brings together archivists, educators, technologists, entrepreneurs, producers, legal experts, and investors to explore the enormous promise offered by the availability of online video and television content. Demonstrations and interactive panel discussions will highlight new video technologies, services, legal issues, and economic models. Participants from diverse – and until now, largely disconnected – specialties will be especially encouraged to interact.
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