golant making stuff interesting (inets 2011 03) v2

Making stuff interesting

Patrick TowellIPTV and Beyond

European Creative Business Network Conference

Bristol 3 March 2011

ExperiencesDigital

PlatformContent

Film Music TV Web Books

Experiences

• Value is created through the quality – and ease of obtaining and enjoying – entertainment and cultural experiences

• Content versus platform is an unhelpful split – the medium is part of the experience

• Whilst digital is important, consumers live in the real world

• People don’t strongly differentiate between one kind of creative work or another – they just want ‘interesting stuff’ of all kinds

Findings from a GMV joint event with

ExperiencesDigital

PlatformContent

Film Music TV Web Books

DynamicData-driven

HybridDirect-to-consumer

Dynamic

• The Internet enables creative enterprises to move to having more direct relationships with end users

• No single business model will be the answer for any one media proposition

• Data is significantly underexploited and insufficiently understood by creative and media organisations

Findings from a GMV joint event with

DynamicData-driven

HybridDirect-to-consumer

Co-

Co-design

• Involvement of users in design of products & services

• Users as co-authors? – done ‘with’ not ‘to’

• Their needs and behaviours rather than wants & opinions

• Across the whole design process (not just prototyping or product testing)

ktn.innovateuk.org/web/the-creative-consumer

How are customers involved?

ktn.innovateuk.org/web/the-creative-consumer

Co-Co-design

Co-productionCo-creation

Co-marketingCo-delivery

Verbs (not just nouns)Affordances

Gratifications (not just affordances)

Interesting Stuff

Funders: EU MEDIA programme, SW iNET

Other Partners: Association of Film Societies (Czech Republic), Festival Darlings (Denmark)

Film Ancillary Revenues Optimisation Engine (FAROE)

Thank you

patrick.towell@golantmediaventures.com

www.golantmediaventures.com