Athens.

The second keynote this evening is by Joseph Sifakis, who begins by taking us through a quick tour of the history of informatics - starting with Turing and Gödel in 1936 and moving through information systems, graphic interfaces, the emergence of the Web and the information society, and leading today to the increasing embedding of computing systems into all kinds of technologies. In the future, we'll see further developments in computing power and storage capacities, and this means that computing systems will be literally everywhere. In developed countries, in fact, a person already uses some 250 different processors per day - processors in cars, computing equipment, home entertainment, telecommunication systems, and so on.

Athens.

Tonight I'm at the opening session for WebSci '09, and we're looking forward to a keynote by Sir Tim Berners-Lee, on the twentieth anniversary of his invention of the World Wide Web. The conference itself is going to be opened in the presence of none other than the president of Greece, though, so the place is swarming with Greek police (unsurprisingly, given the continuing low-level unrest in the country). In fact, there's a couple of secret service agents coming through right now, earpiece and all. His Excellency himself is running fashionably late.

Sydney.
Up next at the Australasian Media & Broadcasting Congress is Robert Leach, Head of MCn Connect, whose interest is in digital television - and he begins by saying that interactive TV is now here; he finds it impossible to watch TV news without being able to 'press the red button' and get the latest news headlines. (Hmmm... Most Australians appear to use the Internet for this, rather than pay-TV?) Digital TV is changing rapidly. Does this mean the death of TV and TV advertising?

No, says Robert - we are watching as much TV as we ever have done, even though usage of other devices is also growing. Where the major growth area lies is digital video in its various forms. In the digital environment, devices have multiplied, but media are converging; the challenge for marketers and advertisers is to involve and engage audiences in video content. Where the Clinton campaign slogan in 1992 was "it's the economy, stupid", today the slogan for advertisers should be "it's the content, stupid" - if broadcasting or other media forms are declining, this is not the fault of technology, but of the content being broadcast. Great content will continue to attract a mass audience - but that audience may exist across a wide variety of devices from conventional televisions to online and mobile devices, scattered across time and space.

Sydney.
Matt Bruce from Nielsen Online is the next speaker at the Australasian Media & Broadcasting Congress; his focus is also on online advertising. There is continuing growth in the number of banners, advertisers, and campaigns online in Australia, as well as in the overall display advertising spend online. As of quarter three, 2008, the big spenders in this field of advertising continue to spend (even the battered finance sector); search advertising is strong and dominated by Google; even spending on Google image search advertising is in itself as strong as advertising on the next closest search engine.

Sydney.
The last afternoon at the Australasian Media & Broadcasting Congress begins with a panel session on the future of advertising. Paddy Douneen, National Advertising Director for Fairfax Integrated Solutions, is opening the debate by highlighting the difficulties established media companies are having in shifting advertising from traditional to online spaces, especially given the uncertainties of the current economic climate. He says that advertising in some traditional media is still very strong, especially now that car manufacturers and department stores have increasing backlogs of stock to clear because consumer demand is slowing.

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).