research and (co )innovation in media vrt case study · —vrt public broadcaster in flanders •...
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RESEARCH AND (CO—)INNOVATION IN
MEDIA
VRT CASE STUDYMike Matton
EECA Cluster – Final Conference
June 13-14, 2016, Chișinău, Moldova
— VRT
Public broadcaster in Flanders
• 2300 employees
• 3 TV Channels
Eén, Ketnet, Canvas
5 radio channels
Radio 1, Radio 2, Klara, Studio Brussel, MNM
3 on-line portals (neuws, sports, culture)
deredactie.be, sporza.be, cobra.be
In-house research lab:
VRT Onderzoek & Innovatie (Research & Innovation)
Several innovation initiatives
— CONTENTS
Motivation: research & innovation in media
Research & (co-)innovation initiatives at VRT
VRT and NEM
— MOTIVATION: WHY RESEARCH & INNOVATION
1. Traditional TV is on the decline
Linear TV ~ older generation
Average linear TV audience is
53.3 years old
— MOTIVATION: WHY RESEARCH & INNOVATION
2. Many devices
— MOTIVATION: WHY RESEARCH & INNOVATION
3. Many sources ~ offer overload
—
7
IN ONLY 3 YEARS, THE MEDIA ECOSYSTEM
IN FLANDERS HAS CHANGED COMPLETELY
production
aggregation
distribution
MOTIVATION: WHY RESEARCH & INNOVATION
4. International competition
— RESEARCH & INNOVATION INITIATIVES AT VRT
Research is a job, innovation is a mindset
—
Basic principles• Applied: in-house “customer”
• Professionals are actively involved in projectsE.g. Journalists, producer, redactionist, ...
On a formal basis (e.g. 1-2 days a week)
• Try to bring experimental technologies and trends to the production floor
• Combine technology and creative work effectively
• User testing, UX design, prototype development, demonstrations, ...
Results in validated prototypes, either• Applied in-house, or
• Exploited by spin-off or affiliated companies e.g. Limecraft, SDN2, SmallTownHeroes
— SOME RUNNING & RECENT COLLABORATIONS
other broadcastersResearch institutes universities
companies
— STRATEGIC PROGRAMMES
Content personalisation• Cross-organisation, different departments involved
• Context awareness
• Impact analytics and preduction
• Privacy & trust
Experience• Immersive formats
• Digital storytelling / transmedia / deep media / …
Efficient production• Automated workflows
• Automated metadata and linking
• IP-based content production
• Accessibility services
Info & results: http://innovation.vrt.be
—
What?
• VRT, EBU and iMinds
• Startups and innovative organisations
• Boxed experiments
short periods of time (periods of 3 months)
develop products with access to VRT’s infrastructure and
technological resources.
on premise, at the VRT buildings.
• Closed wallet
• Advantages for both parties:
Media technology improves case by case
VRT gets a head start in usage of technologies
— VRT SANDBOX30+ companies involved since start in 2015
— VRT SANDBOXCase 1: Zeticon - content tagging
— VRT SANDBOXCase 1: Zeticon
— VRT SANDBOXCase 1: Zeticon
— VRT SANDBOXCase 2: Current affairs to the school
http://sandbox.vrt.be/currentaffairstotheschool/
— VRT SANDBOXCase 2: Current affairs to the school
https://youtu.be/kqdmv_0ttUU
— VRT SANDBOXCase 3: Appiness spott
“Buy what you see on TV”
— VRT SANDBOXCase 3: Appiness spott
“Buy what you see on TV”
https://youtu.be/ZuqMoOO4bBA
— VRT SANDBOXCase 4: Live IP
http://sandbox.vrt.be/liveip/
—
Community for digitale creatives in Flanders:
• Bloggers, app-builders, photographers.
• Shopping window for young creative talent
• For collaborations with digital creatives
Organises exclusive events, workshops and
hackathons for the community.
Creates a network for young digital creatives
• To discuss about ideas
• To exchange knowledge and skills
website
—
Internal “start-up”
Native digital content formats and prototypes
Targets “Youtube generation”
Organised according to “lean start-up” principle
Co-creation with media users
—
Experiment together with end users
Panel with > 1000 test users
Potentially involved in many activities
• Questionnaires
• Co-creation workshops
• Prototype testing in the lab or at home
• Test users in experiments
— SOME EXAMPLES
— WRAP UP
Some key messages:
• Research is a job, innovation is a mindset
• Co-innovation is the way to go!
• Good innovation is the result of combined initiatives
• Organise room for people who take risk
— WHY NEM
Active support for media innovation is necessary
• Local initiatives are difficult to scale without strong
international networks
• NEM ideally placed to bring stakeholders together
Help defining strategic research & innovation agenda
for Europe
• Make sure media remains relevant on the EV agenda
• Make sure the right topics are addressed by the EC
• In collaboration with EBU and EBU members
Network of contacts to collaborate and co-innovate
— DISCUSSION
Do you believe in co-innovation?
Do you have examples of succesful co-innovation?
Do you have structured co-innovation initiatives in
your companies / institutes?
—
—
Mike Matton
+32 2 741 52 31https://www.linkedin.com/in/mikematton
VRT Research & Innovation
Auguste Reyerslaan 52
1043 Brussel
BELGIUM
CONTACT