opening the gate expanding local service through online content partnerships iowa dtv symposium 2006
TRANSCRIPT
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 [email protected] ● +1 (509) 335-6530www.haarsager.org/contactwww.technology360.comwww.pspblog.org ● www.omn.org