opening the gate expanding local service through online content partnerships iowa dtv symposium 2006

Opening the Gate

Expanding Local Service Through Online Content PartnershipsIowa DTV Symposium 2006

Paradigm Comparison #1

Characteristic Media 1.0 Media 2.0

Aggregate usage Large Small

Audience measure Estimated Enumerated

Audience rewards Average usage Cumulative usage

Content flow Linear Complex

Distribution One-to-many Many-to-many

Dominant craft Radio, TV R, TV, audio, video

Governing paradigm Scarcity Abundance

Limit to content Air time Storage

Paradigm comparison #2

Characteristic Media 1.0 Media 2.0

Mode Push Pull

Producer branding Marginal import Greater import

Professional curation On-the-ground 5,000-foot level

Program usage Real time Non-real time

Program strategy Hits Long tail

Revenue per user-hr Small Large

Role: broadcaster Bundle Unbundle

Role: user Use Rebundle & use

Paradigm comparison #3

Characteristic Media 1.0 Media 2.0Usage adds value? No Yes

User conversation Nil Active

User curation Nil Key

Value horizon Often ephemeral Archival

Expanded local service initiative

Utilize new platforms to aggregate a repository of public service media content from stations and their partners

Should be seen as part of an online aggregation strategy, including calendars and community-originated text (blogs, columns) as well as audio and video

A distributed, not centralized, portal

Think of it as a mash-up of…

WGBH.org/forum PortalWisconsin.org NashvilleIsTalking.com CETconnect.org And more…

Prisoners of ‘Big Craft’?

We’ve turned necessity into a virtue to such a degree that when abundance shows up at our doorstep,it’s hard to recognize as an asset.

We need to think of electronic media as not just radio and television, but audio and video also.

Contact information

Dennis L. HaarsagerAssociate Vice President & General ManagerEducational & Public MediaWashington State Universityhaarsager@wsu.edu ● +1 (509) 335-6530www.haarsager.org/contactwww.technology360.comwww.pspblog.org ● www.omn.org