Hamburg.


Stefan Engels from legal firm Lovells LLP is the next speaker at Alcatel-Lucent Foundation / HBI 2009. He outlines the new rules for product placement, but begins by outlining again the indepence of publication processes, the protection of informed recipients, the need for neutrality of the media in the free market, as the three key drivers of the separation of advertising and content which is required of all edited media under German law.

New rules from the European Union, in December 2007, and their implementation under German law which is proceeding with current draft legislation and must be completed by the end of 2009, allow the possibility of loosening these separation requirements, but do not require changes.

Hamburg.


We move on to the post-lunch session at Alcatel-Lucent Foundation / HBI 2009, which opens with an introduction by Wolfgang Schulz, Director of the Hans-Bredow-Institut where I'm currently based. He notes the legal problems with the integration of advertising into programming (as product placement, or in related forms). Traditionally, German law requires a clear separation of advertising and programme content; do changes in advertising principles weaken this separation, or can it be upheld?

Hamburg.


Marc Schwieger's talk at Alcatel-Lucent Foundation / HBI 2009 is followed by a panel discussion with Marc, Martin Hoffmann from MME Moviement, and Martin Krapf from IP Germany. Krapf begins by noting that even the $70m in product placement advertising in James Bond movies remain a small component of all advertising; this is no revolution in advertising yet. While product placement will certainly grow, conventional advertising will continue to be the leading form. Indeed, product placement is most effective when combined with conventional advertising.

Hamburg.


The first speaker at the Alcatel-Lucent Foundation / HBI conference is Marc Schwieger from advertising agency Scholz & Friends. He, too, picks up the product placement theme: products, of course, are everywhere in everyday life, too, so telling stories from real life is difficult without showing the products that are part of it. Some 49% of Germans find product placement annoying; this is less than the 63% who dislike conventional ads. Placed products are also recalled effectively - but do comparatively little to encourage users to buy those products.

Hamburg.


For the last conference of my European odyssey, I've made my way to the International Maritime Museum in Hamburg, which plays host to a one-day conference of the Alcatel-Lucent Foundation for Communications Research on the theme of "Finanzierung von Qualitätscontent", or "Financing Quality Content". I'm in Hamburg as a Fellow of the Alcatel-Lucent Foundation, and will be speaking later today, on motivations for the creation of quality user-generated content.

Leuven.


The final paper at EuroITV 2009 is by Liesbeth Huybrechts and Niels Hendriks. He notes the growth in user-generated content and citizen reporting of news events; increasingly, this also involves photos and videos, of course. Such user-generated content is also being explored and exploited by commercial interests, of course - ranging from projects such as the lonelygirl15 hoax to Christopher Allbritton's independently user-funded "Back to Iraq" investigative journalism blog.

Overall, at any rate, this creates opportunities for dispersed creativity that questions existing media authority. There is also a need for 'strange' methods to move beyond the mainstream/new media dichotomy, to make the familiar unusual and treat media as ready-made materials available to use in new and unfamiliar contexts. For example, experience design now needs to be approached as participatory design, and must involve a range of disciplines as well as the users themselves.

Leuven.


Up next at EuroITV 2009 is Nele Simons, who studies television viewing practices. TV is perceived as a structuringh medium, a social medium, and a lean-back medium, but these are all based on traditional, conventional TV viewing practices. These are all challenged by current technological and social changes impacting on television.

Conventionally, the TV broadcasting structure brings routine structure to the daily life of many people, but timeshifting, spaceshifting, and on-demand access are becoming increasingly common. Broadcasters no longer have control over the time, space, and content of television viewing (also because television is no longer everything that's being viewed on the TV screen).

Leuven.


The next speaker at EuroITV 2009 is Jan Heß, who is evaluating the social use of media in real-life environments. This builds on cultural probes and diary studies as a self-ethnographic approach.

Diarised outcomes from this study related mainly to television consumption in the living room, with a smaller number of entries also about PC usage for entertainment, and DVD and cinema events. Insights from this were that diary entries could be divided into routine usage, dynamic usage and interruptions, and parallel (multitasking) activities.

Leuven.


The next presenter at EuroITV 2009 is An Jacobs, whose interest is in the potential role of television in gaming. A combination and convergence between television and gaming is complicated by the existing routines of using each medium, which need to be altered in order to arrive at new models. The television set remains mainly in a shared space, usually in the living room, and in recent time, gaming has traditionally taken place elsewhere - playing on a PC, for example, also makes it less likely that the player is interrupted by other household members. Even the arrival of new media forms in the households doesn't tend to change such routines.

Leuven.


And we're in the final session of EuroITV 2009 already, which starts with Emmanuel Tsekleves. He begins by noting the range of media, platforms, and devices now available in the home, which increases usage potentials, but also complexity. The TV remains predominantly situated in a shared social space - such as the living room - and is reasonably simple to use. It offers a high-quality audiovisual experience, and still remains the common denominator of entertainment and information access in the home.

But the emergence of other media in the home is changing this, and Emmanuel's team tested the impact of such changes by examining how the introduction of an experimental new convergent media device would change users' practices. This teased out information on the core experience of television, the role of TV as a shared resource, and its role in multitasking, multimedia experiences.