golant making stuff interesting (inets 2011 03) v2
DESCRIPTION
Patrick Towell's presentation at iNETS conference held in Bristol UK in March 2011TRANSCRIPT
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)
