LAS VEGAS: The second day of the NAB Show 2008 saw experts discuss more on how various mediums can co-exist, and the role that digital technologies would play in the growth of all mediums. One important point that came across was that whether it was theatres, malls, networking sites, TV or radio, consumers liked to socialise, and that was one key deciding factor in the popularity of mediums.
In the session, ‘The Future of Digital Media in television, films, print and advertising’, panellists discussed the changes that digital technologies brought to various mediums. The speakers included Terry Denson, VP Programming & Marketing, Verizon; Seth Haberman, President and CEO, Visible World; Chuck Dages, EVP, Emerging Technology, Warner Bros; George Kliarkoff, Chief Digital Officer, WBCU; and Scott Cohen, President and CEO, Dimestore Media.
Speaking on what he thought the future was about, Scott Cohen stated, “Publishers would find a way to engage audiences; the 30-second ad is not dead by a long stretch, and media would be used, whenever, wherever and however the consumers want.” Chuck Dages added, “The past tells us that the future is very bright. The consumers are more mobile than ever, and they would continue to be in the time to come. The aggregation of content is changing hands but even in the new world, storytelling would lie in a few hands. Content on demand would be on the rise and the long form of content is not dead by a long shot.”
According to Terry Denson, even today interactivity was no longer a fast enough tool for any medium or media vehicle to be successful. “You have to go after what the consumers aspire for, and deployed innovation would make the difference,” he advised.
Seth Haberman pointed out here that in just about any medium, advertising played a key role in subsidising the access of the medium to the consumers.
He said, “There is a lot of fragmentation, and in a sense that is good for advertisers. You have a better gauge on what are the economies and how people can make the money. The move definitely was towards the more one can target and customise.” Haberman spoke on tele-spots, which are ad spots that are customised to different segments of consumers. He believes that tele-spots would be one of the key changes of the future that would allow TV to make more value for its content.
The speakers said that end of the day the consumer would move towards whatever offered a better social experience. Hand held DVD players wouldn’t take away from the theatre going audiences, but within the theatres, whichever was “cooler” for socialising would be where the audiences stayed.
They also said that some of the key aspects of the future in addition to socialisation would continue to be engagement, data and personalisation.
The Super Sessions
The first super session of the day was ‘IPTV Right Now - Where We Are and What We Have Learned’. Keynote presenter Enrique Rodriguez, Corporate Vice President, Microsoft TV, began the afternoon with a look at the evolution of IPTV and where the industry was headed. Rodriguez shared Microsoft’s vision for the future of IPTV and spoke about new applications, initiatives and technologies that would drive revenues in this global market.
Following Rodriguez, a panel of global industry veterans from HP, AT&T and Walt Disney offered their perspectives on IPTV development and programming opportunities, digital rights management and content development. Of particular interest to the audience was a discussion of international IPTV rollouts and examples of forward-thinking programming models in Europe and Asia.
The final Super Session of day two featured Suzanne Stefanac, Director, AFI Digital Content Lab speaking on ‘The New Hollywood! A New World of Entertainment’. Stefanac gave an overview of the birth of the motion picture business, as well as the early days of special effects leading into Hollywood’s current transition to the digital era.
Immediately following her presentation, Stefanac moderated a panel of film and technology veterans as they continued a conversation regarding the convergence of broadcast across multiple digital distribution platforms. Their conversation also touched on the expansion of the creative landscape for entertainment in the digital age, and the diversification of business models for the future of content.
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