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Transcript of Mc luhangalaxy presentation
Broadcasting or Broke-casting?
Some notes on audiences and engagement
McLuhan Galaxy ConferenceBarcelona, 23-25 May 2011
Antoni Roig Telo
Universitat Oberta de Catalunya (UOC)
The complexity of engaging audiences.
What are audiences doing with TV
Are you broadcasting yourself?
Conclusions
Index
1 Broadcasting or brokecasting? McLuhan Galaxy
Broadcasting or brokecasting? McLuhan Galaxy2
Why did Flashforward fail (possibly)?
- Great concept, but unfocused (too many plots at once)
- Characters not compelling enough.
- Odd character decisions.
- Too self concerned with its own progress.
3 Broadcasting or brokecasting? McLuhan Galaxy
4 Broadcasting or brokecasting? McLuhan Galaxy
5 Broadcasting or brokecasting? McLuhan Galaxy
[data from the AIMC survey ‘Internet en medio de los medios’, 2010]
6 Broadcasting or brokecasting? McLuhan Galaxy
49,8% Consumers of both conventional TV and TV on the Internet
83,5% TV consumption on the Internet: access to content currently not available on conventional television
53,2% Most wanted content: international series
7 Broadcasting or brokecasting? McLuhan Galaxy
- TV is, more than ever, social, and audiences more active than ever.
- TV is, more than ever, global, but not homogeneous.
- TV means, more than ever, real time (even if talking about fiction).
- TV means multiple experiences and fragmentation, but it is still built around stories (even if not talking about fiction).
- TV means connectivity and mobility; broadcasting is still key, but not necessarily central.
- TV is everyday.
- TV is, in the end, about engagement.
8 Broadcasting or brokecasting? McLuhan Galaxy
Are you broadcasting yourself?
9 Broadcasting or brokecasting? McLuhan Galaxy
10 Broadcasting or brokecasting? McLuhan Galaxy
Conclusions:
- Professional producers must consider the importance and the complexities of fostering audience engagement, considering different practices and different local realities.
- …And accept that TV is not a proprietary system: TV consumption and production are social practices.
- How do we measure audiences in this context? How can we ‘measure’ engagement?
- Engagement must be a continuous process based on reciprocity and accountability, not control.
11 Broadcasting or brokecasting? McLuhan Galaxy
“200,000 people who deeply understand a product and
brand are more valuable than 2 million lightly engaged”
[Mike Monello, from Power to the Pixel Think Tank Report, 2010]
12 Broadcasting or brokecasting? McLuhan Galaxy
Thanks for your attention