Blog

Sydney.
Following on from the last two very informative sessions here at the Australasian Media & Broadcasting Congress, we have a social networking panel. Akamai's Stuart Spiteri kicks off by asking about the impact of continuing change, and Andrew Cordwell answers that this is indeed difficult. For MySpace, local people talking about local issues will always continue; the challenge is to build on this in a more global fashion, and to connect these levels. Francisco Cordero also points to the importance of continuing to develop the technology.

Sydney.
Next up here at the Australasian Media & Broadcasting Congress is Francisco Cordero, General Manager Australia at Bebo, a social networking site which is big in the UK and has recently moved into the Australia/New Zealand market in a more substantial way. Indeed, the promo DVD that Francisco is showing here still has a strong British accent, in contrast to the MySpace promo we saw in the previous session.

The DVD compares Bebo profiles with users favourite music and media to a typical teen's bedroom, incidentally. It also highlights the made-for-online drama series Kate Modern as an online marketing tool, which was used to promote new bands, for example. The Bebo term for brand engagement with Bebo users is 'open media' - even though the DVD promises in the same breath that brands control content, distribution, user experience, and advertising.

Sydney.
We're now starting the second and last day of the Australasian Media & Broadcasting Congress here in Sydney, and I'm speaking about the impact of online media on broadcasting around noon. We begin with Andrew Cordwell, Director of Sales at Fox Interactive Media, though, which runs sites such as MySpace, IGN, Rotten Tomatoes and Ask Men. Globally, there are 122 million users on MySpace, with 300,000 new sign-ups per day and some 8 million users online at any one time.

Sydney.
The final Australasian Media & Broadcasting Congress panel for today shifts our focus from broadcasting to (print as well as online) publishing. Hugh Martin, General Manager of APN Online, opens the discussion by noting the long history of developing online counterparts to print newspapers (and the slightly shorter history of doing the same for magazines). He points to the recent announcement that the Christian Science Monitor is soon to cease its print version, moving entirely to an online newspaper, while magazine publisher Condé Nast has a very hard time working out how to make money online.

Sydney.
We're getting close to the end of this first day at the Australasian Media & Broadcasting Congress; one more speaker and a panel to go. We begin with a repeat performance by Tony McGinn, CEO of MCM Entertainment, who was already on a panel this morning; he opens by noting that we are in a period of significant change, even without the added impact of the global financial crisis. The first fully educated Internet generation is about to take the wheel, and will drive radical change over the next few years.

Sydney.
Here at the Australasian Media & Broadcasting Congress, we now move on to another media industry panel, involving a number of the speakers of the day as well as Jason Paris from TV New Zealand. Some 12-18 months ago, New Zealand launched a FreeView service similar to what's soon coming to Australia, and this service has now achieved 10% penetration; TVNZ also launched an online catch-up service similar to the ABC's iView which now generates 300,000 hours of viewing per month, was the first broadcaster in Australasia to launch a YouTube channel, operated a YouTube live debate between the political leaders in the recent elections, partnered with Bebo, and offered four simultaneous live channels covering the recent Olympics online in addition to the TV channels, generating 360,000 viewing hours. It also offered a choice between ad-supported and for-pay online options, and ad-supported content won hands down (at a ratio of 70,000:1).

Sydney.
Up next here at the Australasian Media & Broadcasting Congress is Michael Smith, Corporate and Consumer Group Marketing Director at Optus, who shifts our focus to mobile media. He notes that some 75% of the Optus Zoo mobile portal is user-generated - "stuff that's interesting to me". Users want to access content on their own terms, and so Optus is connecting with a number of media industry partners - this is different from the completely integrated Telstra Bigpond approach, or the handset-as-portal approach of the iPhone, for example.

Sydney.
We're now starting the post-lunch session here at the Australasian Media & Broadcasting Congress. The speaker is Tony Surtees, CEO of Australian regional broadcaster Prime's digital arm iPrime. He begins by noting that complacency is the enemy of innovation - and for that reason, starting new businesses during times of recession is actually very appropriate, as this added pressure means that complacency goes away.

By way of a very funny video from Bring the Love Back, Tony suggests that consumers have changed, but advertisers haven't. Time investment and advertising spend on different media no longer match - online advertising significantly lags behind take-up, while newspaper advertising remains significantly above circulation figures. Additionally, of course, people increasingly multitask (especially also between TV and online). Each time new media are introduced, we begin consuming them, but we consume them in multiple, different ways.

Sydney.
The next speaker here at the Australasian Media & Broadcasting Congress is Gerry Gouy, Commercial Director for International Digital Media at MTV Networks. He begins by saying that today, there is no digital media any more - there is only media. Convergence is here - not for everyone, but for many.

Big media companies have been guilty of siloing media into old and new - so why the tipping point now? Gerry says that there has been a rapid shift of TV online, ubiquitous high-speed broadband (well, outside of Australia, at least...), a drop in broadcast media ad sales, and a simultaneous growth in online advertising (and here especially search and video ads).

Sydney.
We're in the next session at the Australasian Media & Broadcasting Congress now, with Robbee Minicola from Hybrid Television Services. She begins with a story about her grandmother sharing her recipes (giving away IP) - but the question remains: can you actually follow the recipes the way she can? The same is true in the television field, and Robbee says that 'TV is the new black'.

Watching television, users are mostly in a passive, lean-back state - focussed, relaxed, and easy to intrigue. This is critical to how content and services are delivered through the TV. But is a TV a TV any more? Today, TVs can be used to play games, download content, browse the Internet - when before, TV was drama, news, and sport, today its potential is virtually unlimited. Broadcasters must stop working with a narrowcast view of TV.