Creative Industries

Leuven.


The final speaker in this session at EuroITV 2009 is George Lekakos, whose interest is in interactive television advertising. What opportunities for new developments exist here? In the first place, any new models need to increase advertising effectiveness factors - and for interactive advertising, there are also a number of normally less important factors (for groups watching TV together, interactive ads may be less effective as only one group member holds the remote and can control the interactive content.

Presentation models are also important - from impulsive response ('press the red button') to advertising microsites that pop up on screen in addition to the continuing programme (which is sized down), to miniDAL (a small dedicated advertiser location, delivered for example as an overlapping picture in picture) or full-blown DALs delivered as exclusive channels. There is no sufficient research on advertising effectiveness for these models, and a focus mainly on the screen splitting approach so far.

Leuven.


Finally in this session at EuroITV 2009, we come to Sander Smit. His interest is in interactive networked multimedia experiences, combining TV, Web, and mobile communication. Such combination is not easy given the different histories of such technologies, and yet there is a strong push towards convergence here. Additionally, there is a push towards open service models, away from the proprietary telecom-driven frameworks of the past.

This involves the roll-out of personalisation and social networking elements in many contexts, using a variety of technological channels (Internet, mobile, broadcasting) to access available content and services. Such services themselves constitute a bundle of previously separate services, which are now combined and offered as a single service proposition to users. As a result, the service domain will become increasingly complex - which not least also means that managing information, privacy, and security becomes increasingly difficult. On the flip side, there are also substantial new opportunities for advertising.

Leuven.


The third speaker in this EuroITV 2009 session is Sander Limonard, who explores the potential for the development of a 'social TV' experience (and the underlying business models). The market in this area remains very immature so far, and business opportunities are still being explored; positioning models in the value network is critical, as is the link with functional architecture.

There are two major service concepts here: first, those enabling social TV experiences, which variously enable media-enriched communication within social networks (e.g. by sharing videos or tracking the co-presence of distributed users by showing whether other friends are watching the same TV channel) or communication-enriched media (e.g. by aggregating viewer ratings, persistent and shareable user profiles, or building on co-presence by adding direct communication features).

Leuven.


The first paper session at EuroITV 2009 starts with Nils Walravens, whose focus is on the past, present,and future of HDTV in Europe. In Europe, only 20% of users currently own HD-ready screens, and only 5% view HD content at this point (so surprisingly, Australia seems to be ahead on this point - a sign of its growing prosperity over the past decade?).

HD emerged first in Japan, as a new analogue standard that was incompatible with existing TV standards; in Europe, HDTV was seen in the late 80s and early 90s as a lifeline for the television industry (struggling at the time), and there was a drive towards developing its own standards (which failed, due to poor policy decisions). European development failed to consult effectively within and beyond the industry; terrestrial transmission was impossible, not least because signal quality was poor; the standard remained analogue, not digital; and prototype devices were ugly and extremely expensive. And of course there was no attractive content which would drive user adoption. HDTV was translated as 'high-deficit television' as a result...

Copenhagen.


The next COST298 speaker is Serge Proulx, whose interest is in forms of user contribution in Web 2.0. Here, users are voluntary contributing en masse to create large amounts of content, and this is increasingly harnessed by corporations as value added to their services. Why are users so ready to contribute in this way - are they voluntary participating in a new form of information capitalism, and expropriating the social link put in the service of the economic sphere of production, and/or are they participating in the emergence of a new form of individualised mass media, a form of symmetric media which may empower users through the social capital they construct, potentially leading to the creation of a more participative democracy?

Athens.


The third panellist at WebSci '09 is Olga Pozeli. She says that film appeared in the late 1800s, and was exhibited at first in music halls - the first properly exhibited movie was a comedy. Film and theatre have long been aligned, and film provides a magic spectacle. The use of technological innovations in film and theatre has been artistically and politically justified by many filmmakers and dramatists along the way, but there has also been criticism of this, arguing especially that technologically augmented theatre was in effect apologising for not being film.

Athens.


The next panellist at WebSci '09 is Michael Marmarinos, and he begins by presenting himself as 'a normal human being'. He notes the increasing speed of human communication as it is augmented by the Internet, the Web - and in the face of this, he feels awe, and the enthusiasm of the ignorant. Technology is in conversation with time, and as speed increases, we become smaller.

The speed of change is difficult to assess while change takes place - it may be amazing and scary at the same time. He suggests that the speed of change can be described mathematically as our ability to change divided by the range of possibilities which we can imagine, and this fraction tends towards one (if I've got this right - I do appreciate the live interpretation, but I wish the interpreter would bloody well sit still rather than noisily fidgeting about in her cabin, and chewing gum!).

Athens.


The cultural convergence session at WebSci '09 continues with a panel composed of Greek musicians, actors, and directors. Electronic musician Konstantinos Bita, who began his work on Ataris and Amigas, reflects on his introduction to digital technology, and the gradually growing importance of electronic networks - using modems at first, and then connecting more directly to the Internet. In the early days, access was often free, but then commercial interests began to build their walled gardens with the aim to enrich themselves; with Web 2.0, Konstantinos believes, a further change will occur which further isolates people and locks them into online pursuits without providing real sociality.

Athens.


Next up at WebSci '09 is a panel session on cultural convergence and digital technology, with representatives of the Greek creative industries sector. The first speaker is PASOK MP Maria Damanaki, though,who notes the importance of the Web and of digital technology for culture and creativity. Any form of human activity which is not expressed in a digital form could even be considered to be obsolete, she says, and there are new horizons for the creators of culture in this digital environment - namely, cultural convergence.