Covering Entertainment in the Digital Age June 5, 2005 Johanna Blakley, Ph.D. Assistant Director USC Annenberg Norman Lear Center.
Download ReportTranscript Covering Entertainment in the Digital Age June 5, 2005 Johanna Blakley, Ph.D. Assistant Director USC Annenberg Norman Lear Center.
Covering Entertainment in the Digital Age
June 5, 2005 Johanna Blakley, Ph.D.
Assistant Director USC Annenberg Norman Lear Center
The Norman Lear Center
Exploring the convergence of entertainment, commerce & society
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The Norman Lear Center
Creativity, Commerce & Culture
The Norman Lear Center
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Celebrity, Politics & Public Life
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Entertainment Trends
What’s coming down the pike?
Digital Music
Expect 20 million satellite radio subscriptions by 2010 (7.1 million now)
Expect 34 million MP3 players and iPods by 2010 (10.9 million now)
Podcasting: Hype factor’s high
Digital Music: Radio
High Definition Radio: TiVo for radio
Targeted ads: online radio steadily increases, with 18 million listeners in 2004 and 35.6 projected for 2010
Peer to Peer
BitTorrent
How do P2P networks really work?
Peerflix: DVD swapping service thru mail
Television
Reports of its death have been premature.
Americans consumption increased last year to 4 hours 28 minutes – 86 minutes above the world average
But Americans came in second . . .
Television Who watches the most TV?
1. Japanese
2. Americans
3. Argentineans
4. Greeks
Mobile Technology
Mobile TV = radio with pictures
Lots of experimentation to come
Reverse Flows: US developers look overseas for new ideas
Gaming
9.9 billion in sales last year, exceeding film. But is it really bigger than Hollywood?
Online Gaming
More hype than real success in this domain
Pay-to-play, free-to-play (with in-game sales), and in-game ads and sponsor-ship will help online achieve its potential
Kids & Online Gaming
Disposable time – they’ve got it!
In 2003, 31% of U.S. children age 3 and under were computer users
Disney’s Toontown Online
Educational possibilities of MMORPGs
Full Body Gaming
Making mediated entertainment more physical
Sony’s EyeToy
Breakout for Two
Touch TV
Game or Reality?
The blurred line that remains interesting
The Mafia & MMOGs: Lots of opportunities for investigative reporting
Global Hotspots South Korea
Stunning broadband penetration rates Lineage: most popular MMOG in the world $ = Time
Global Hotspots China
Piracy problem helps online gaming business
50% of online game playing is in Internet cafes
Global Hotspots Las Vegas
2004 was it’s best year ever, with 38 million visitors
Gambling accounts for 40% of what’s spent
Live Events
150 million attended carnivals and fairs in the US and Canada in 2003 30 million Americans went to a concert last year Since 1995
Baseball attendance: up 47%
Playing golf: up 64%
Moviegoing: up 37%
Localization
Upfront costs are worth it
Cultural discount: U.S. fictional TV exports do not dominate as they once did
What’s the most popular reality show around the world?
Localization
NBC’s “The Apprentice” – which is carefully localized for each market
Advertising
Increasingly targeted advertising opens up new frontiers for entertainment content development
In-game advertising creates verisimilitude Ads will become more and more entertaining
Portable People Meter
$60 billion TV ad market will be transformed
PPM counts media in bars, airports, health clubs, hotel rooms, hospitals, vacation homes, offices
RFID: Radio Frequency Identification, registers reader’s interactions with magazines and newspapers.
The Future of Ratings
Expanding the sample: are 8,000 households enough for 100s of channels?
The holy grail: Project Apollo and single source measurement
Intellectual Property
Troubles will continue if we treat digital assets the same way we treat material objects
Infinitely expanding copyright term lengths
The Big Picture Media Consolidation
The big guys are getting better at locating and creating synergies
The Big Picture: Convergence
It’s hard to see the big picture when we compartmentalize different types of media and entertainment Music for Games: Video games are the new radio Music for Game Platforms: Universal Media Disc Books meet Games: “Act of War” Games to Movies / Movies to Games : George Romero
TV to Games
The Big Picture
Companies will continue to try out new combinations of content online, trying to locate the balance between active & passive entertainment
Web Channels: MTV Overdrive
The Big Picture
Comparative analyses are revealing
Blockbusters aren’t just movies anymore: Celine Dion’s “A New Day”
What hasn’t happened, but should
More sophisticated efforts to figure out what people really like.
What’s Next?
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