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"The Future of Media is Integrated" - A Perfect Definition!

This blog is directly quoted from Drama 2.0 and was posted on July 28, 2007.  It really nails the concept of Integrated Media and gives some great examples.  I often get asked 'What does Dot&Cross do?'  This is it!

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The Future of Media is Integrated

With all the debate about new media versus old media, I figured it was time to discuss in greater detail where I believe media is going. It isn’t new media or old media; it’s integrated media. I am not the originator of the concept, but it is one that I am convinced represents the future of media.

What is Integrated Media?

For simplicity’s sake, if we define media as content (information in various forms) distributed through a medium, integrated media is content distributed through multiple mediums in an integrated fashion. An integrated media company, therefore, is the media industry equivalent of a multi-channel retailer. Whereas a multi-channel retailer sells products through multiple channels (catalogs, stores, TV, the Internet, etc.), an integrated media company distributes content through multiple channels (television, radio, print, the Internet, etc.). The crucial component, however, is integration. Integrated media requires that a specific content property effectively leverage the multiple mediums that property is distributed through in a coherent, seamless fashion.

Why is Integrated Media the Future?

I believe that integrated media is the future of media because:

    * Consumers are increasingly elusive. Their time is limited and their consumption patterns reflect this; they consume content in multiple mediums and demand more flexibility in how they consume content (time-shifting, etc.). With the Internet and technology facilitating the creation of more content (most of it sub-par), the growth in the amount of content being produced is exponential, meaning content properties have to compete more fiercely to cut through the clutter.
    * Contrary to the beliefs of many, the existing mainstream mediums for content distribution (including television/cable, print, etc.) are not going to die. Each medium has its strengths and weaknesses. The emergence of the Internet as one of the most powerful media distribution channels means that other mediums will have to share the stage with this relative newcomer, but just as television did not kill radio, the Internet will not kill television and print media.

Integrated media addresses these market dynamics and:

    * Enables content producers to leverage the strengths of each medium and to cross-promote its content in the other mediums. In essence, this creates the potential for an integrated media property to be greater than the sum of its individual parts.
    * Enables consumers to consume content on their own terms. Consumers can be reached no matter what medium they prefer at any given time.
    * Enables advertisers and sponsors to reach consumers wherever they are. Because the campaigns run by these entities hit consumers in multiple mediums, there is a greater chance that the consumers these entities are trying to reach will actually be reached.

The implications of these three things for integrated media companies are:

    * Content producers have a better chance at building a successful, valuable property.
    * Consumers get the flexibility they demand.
    * Advertisers and sponsors have a higher likelihood of achieving the desired return on investment.

American Idol: A Case Study in Integrated Media

I believe that American Idol represents a great case study for integrated media. American Idol has the following:

    * A television component. The FOX television program is a consistent ratings leader.
    * An Internet component. AmericanIdol.com combines exclusive content as well as social media functionality that enables fans to interact with the property.
    * Live event components. Auditions across the country lure tens of thousands of aspiring recording artists. The show itself has a studio audience. Concert tours enable fans to watch the winners and favorite contestants live.
    * Mobile components. Voting can be performed via text messaging and mobile content and trivia services are also offered.
    * A music distribution component. Winners and top contestants receive recording contracts and their albums are distributed for sale by a major label.
    * A licensing/franchising component. American Idol has been taken global, with versions of Idol appearing in over 100 countries worldwide.
    * A merchandising component. With everything from shower radios to chairs, Idol merchandise can be found in abundance.

All of these components are integrated in a coherent fashion to create a media property that offers consumers a variety of ways to interact with the property in multiple mediums. Additionally, each component of the property has the capacity to generate revenues. Advertisers and sponsors involved get to exercise a considerable amount of creativity in developing innovative campaigns where their brands become a part of the consumer experience across these multiple mediums. This makes American Idol a brand marketer’s paradise.

Who is Best Positioned to Take Advantage of Integrated Media?

American Idol is owned by CKX, Inc., an entertainment company founded in 1986. CKX is more likely to be considered an old media company despite the fact that it clearly gets new media too. Many technologists often seem ignorant to the fact that old media companies like Viacom and News Corp. are actually pretty darn savvy when it comes to new media.

In my opinion, old media companies are much better equipped to capitalize on the opportunities afforded by integrated media for a number of reasons:

    * They understand content production. At its core, the media business revolves around storytelling. As Michael Eisner stated in an interview with NewTeeVee: “Old media means you understand motivation, and character, and where the denouement goes, and how to develop interests between characters, and make people laugh, and cry.” In reference to content, he goes on to state “Hopefully [people] will forget whether it’s sitting on their lap or on a screen or on a desk, they’ll just be engaged in what the characters are saying.”
    * They understand the distinction between content production and content distribution. Again, Eisner pointed out that “…new media means technological advancement and expertise in distribution and exhibition, great. So far it hasn’t meant original produced professional high-grade quality entertainment.” Steven Chen and Chad Hurley created a powerful distribution platform in YouTube, however I doubt they’d have any clue as to how to create a compelling motion picture.
    * They own the distribution mediums, like television, that are not democratic. Almost anybody can leverage the Internet to distribute content. Far fewer have the ability to leverage mediums such as television. Because integrated media inherently depends on being able to leverage multiple mediums, it’s far easier for entities with unfettered access to the less democratic mediums to create integrated media properties.

None of this means that old media companies will hold a monopoly on integrated media, but old media companies do have some significant advantages. In my opinion, the biggest disadvantage technology-oriented media companies have at the moment is that they truly believe old media is dying. When Silicon Valley types proclaim that Hollywood will be taken over by Silicon Valley, it’s a reflection of a certain level of arrogance on the part of technology-oriented individuals who again often don’t really understand what the media business is about.

How to Take Advantage of the Integrated Media Opportunity

Developing an integrated media property is admittedly not easy. The barriers to entry can be quite high. For instance, if you want to develop a property that leverages television, you obviously need access in the television industry to have any realistic chance at succeeding.

Individuals and startups looking to develop integrated media properties should focus on two things:

    * Think integrated from Day 1. To develop a property that is integrated in a coherent fashion, it’s important to think integrated right from the conception stage. What mediums are appropriate and can add value to the property? How can each medium help build the property in the other mediums? What revenue opportunities exist for each medium? How can advertisers and sponsors be included across all of the mediums?
    * Recruit expertise. It takes a diverse team to implement properties that span multiple mediums. Once you’ve decided what mediums your property should leverage, you’ll want to make sure that you have individuals involved who have expertise with each medium. Ideally, these individuals will be able to contribute a network that gives you access to the mediums.

Conclusion

Let the old media and new media proponents argue all they want. The future belongs to those who take a holistic approach to the media business and recognize the huge opportunities that integrated media presents.

Wonderful Quote

"When I am working on a problem I never think about Beauty.  I only think about how to solve the problem.  But when I have finished, if the solution is not beautiful, I know it's wrong."  - Buckminster Fuller

Wow. 

No wonder this didn't work.  Sorry Bucky.

Makes my head hurt...

One of my favorite places to spend time on the web is at TED.  Ted is a technology / education / design conference held out in California that places the superpowers of the creative universe in one room, gets them all hyped up on coffee and lets them share their crazy ideas.  Recently, I came across a video that was so unbelievable I had to watch it twice.  The concept is how we will manage information in the future and also more directly, how we can manage massive amounts of seemingly random unrelated information to form cohesive synergistic and properly 'tagged' information.

Since my wife is a brilliant photographer and shared a link to my blog today, I'll return the favor and provide a video for her and her photography cohorts that I think will thoroughly blow your minds, as it did mine.  After learning about Blaise Aguera y Arcas's "Photosynth Experiment" you'll never look at Flickr the same way again...  Enjoy!

Future Directions...

I have been reading a lot of Seth Godin lately and I can't get over his idea of the downfall of interruption marketing.  His pragmatic approach to business, and marketing specifically, is such a breath of fresh air.  My pain is that some of these books were written 5 years ago.  It's insane to look at the companies who have taken his advice in account.  process is continuing to use some of these strategies in our new products.  When reading one of his books, Unleashing the Ideavirus, he continues to nail a concept I have been mulling over for quite a while.  (Apparently, I'm 5 years late.)

Content and Context. 

Definition of Content: "The things that are held or included in something" OR even better, "the substance or material dealt with in a speech, literary work, etc... distinct from it's style or form."

Think about that for a minute.  In your brain when you think about 'content' in media, are you able to think about it distinct from it's style or form?  If so, than this is the next conversation...

Definition of Context = "the circumstances that form the setting for an event, statement or idea, and in terms of which it can be fully understood or assessed."  (Think of this in a Medium sense)

If we are able to completely integrate these two concepts realizing that they are dependent on each other, it changes the way in which we communicate.  This is a basic 'advertising principle' no doubt, however, context is shifting more now than ever.  We are still heavily relying on traditional advertising methods where the context has been provided for us.  We are creating content to fit into context, instead of simultaneous development.

With that said, the next 6 months at process will be very interesting.  As a content creation production company, we are getting ready to take it to the next level of incorporating context.  Since so few companies / clients are understanding of what that means, we're just going to do it ourselves.

Youtube, Meet Apple TV.

My oh my...

Get the family together and gather around the TV for some good ol' college humor.  I am somewhat flabbergasted as I write this.  The medium that was once the ultimate icon of capitalism, entertainment and America in general, has gone "open source".   That's right.  I now have the potential to create a video with my consumer camera, edit it with my consumer editing software, post it on youtube and have is streamed, wire-free, to a 160 GB Apple TV device that will display my commitment to ridiculous activities in "near DVD quality" on multiple-thousand dollar TVs meant for Action movies and Monday Night Football.

Here is a quote from the article at apple.com:

“This is the first time users can easily browse, find and watch YouTube videos right from their living room couch, and it’s really, really fun,” said Steve Jobs, Apple’s CEO. “YouTube is a worldwide sensation, and Apple TV is bringing it directly from the Internet onto the widescreen TV in your living room.”

I suppose we can recalibrate our idea of what the icons of capitalism, entertainment and America really are.  In this new era, it is unarguable that some of the best content available comes from the bottom-up; from us.  So, why not?  Why not put this content in everyone's home?  Why not watch music videos made by bands without labels who are more popular than bands who "did it the right way".  By making technological advances such as these, we are redefining what entertainment and capitalism are.  New advertising methods are right around the corner, no doubt.  We are opening the doors and slowly starting to peek at what the future holds.  If content is king, Apple is building an entirely new kingdom.

Suface Envy in Mac-Land

Well, with the announcement of Surface by Microsoft yesterday, Apple fans everywhere are biting their tongues... Where is our cool technology?  I'm sure Steve has something up his sleeve...  We'll just have to wait to find out.  If you are unfamiliar with Surface, check out this article from MSNBC and also the Microsoft site where the example videos are posted.  Apple fans will just have to wait to see what is unveiled for them in this arena.

However, in the meantime, I couldn't resist...  This is deviously entitled, "Blue Surface of Death" .

 


"Oh crap... Sorry about that.  It's so embarrassing when this happens in an interview.  Hold on... Let me restart my coffee-table."

You Have Chosen... Wisely

This is a great article from Wired.  It highlights 3 boys who spent 7 years of their life recreating Indiana Jones: Raiders of the Lost Ark, shot-for-shot.  There is even a video clip in there to check out.

I had mixed feelings about this as they used the same music and violated nearly every copyright law in the book.  In fact to capture the movie, they brought their camera into the theater to record the screen.  Reminds me of the bootlegs we used to watch in college.... Then you see the letter from Steven Spielberg shown below.  There is an admiration from Spielberg about their creativity.  He highlights his favorite parts of their adaptation and compares the intricacies of the two...  Wow, what a compliment.

I recently read a great book called, The War of Art.  There is a section of the book where it called about how artists compare themselves to one another in often very painful ways.  The author notes two different kinds of comparisons; "Hierarchical" and "Territorial". In a hierarchical comparison, we feel the need to be better than everyone else around us.  We feel to the need to compare and move UP the ladder of artistic hierarchy.  This is a poisonous ladder.  The comparison we draw in order to justify our actions or to undercut our opponents is not a way to live.  Yes, many people have become very successful and very rich through hierarchical competition, but it just seems like an awful way to live your life.  Everyone around you, every conversation, every face is either a step-up or a step-down.

In the territorial comparison, the author basically states that you've got to just keep on truckin' and be as good at what you do as possible.  If others around you are your competition, great.  If not?  Great.   Just do what you can to be the best at what you do, regardless of your surroundings.  This seems like such a healthier way to live and work. In another portion of the book, he states that a true Professional isn't concerned/threatened by the successes of those around him or even the successes his competitors.  He is secure in his own ventures and abilities.  What a way to live!

Needless to say, Steven isn't concerned about these boys stealing his ideas, he's merely excited people are getting creative and forcing themselves to become better.  For more information on this line of thinking, check out: Creative Commons. The boys had trouble finding a monkey, so they used a dog.  Speilberg got a kick out of that...

Web 2.0 with Training Wheels

It's incredible how much we hear "Web 2.0" thrown around these days.  Many people have made incorrect statements or 'definitive' statements (which I also feel are a little scary).  We are still discovering and developing the true nature of Web 2.0.  However, it seems some of the main components are tagging, user-generated content, bookmarking and community via connectivity & collaboration.  This is the basic definition given in a recent article from BNET, an incredible on-line tool for businesses.  The article entitled, "A Beginner's Guide to Web 2.o Tools for Business", gives a brief yet thorough look at web 2.0 tools your business can use to maximize the potential of the web.  Areas include Finance, Marketing, Sales, Project Management, Risk Assessment, R&D and Human Resources.  I highly recommend checking the links out to see if these tools can improve your work flow and connectivity. There is also a more comprehensive list at All things Web 2.0 and Go2Web2.0.

However, something I found very interesting about the article is the comments on intra-office experts.  By monitoring sites tagged by employees, they are able to see who is interested in what.  The article states:

With 1700 people working in 70 offices, "People may not know there are others interested in the same thing," says Niall Cook, Hill & Knowlton's director of marketing technology, who developed Cogenz with a pal in his spare time. "Doing a visual analysis lets us find those connections and see where the experts are."

The ability to make these connections is something that was foreign in the past.  This got me thinking about the potential of companies who embrace the technology of the future.  The Millennial generation is comprised of those born in 1982 or after.  We wholeheartedly agree that this generation will be the most web-savvy and connected generation ever. 

Is there a term for the Millennial Company?  These are companies who will soon be handing down decision making roles to the Millennial generation.  If they are not utilizing these web 2.0 tools to appeal and empower this generation, what happens? Companies complain that their employees spend too much time on MySpace or Digg.  When will companies realize the potential of these sites and build NEW tools to implement this technology into the daily work flow? Are these the Millennial companies of tomorrow?

Encyclopedia of Life

This is a pretty incredible adventure that is taking shape.   Check out this video which describes how it all works.  In a wiki format, this site will collaboratively collect information about every species on earth.  That is a pretty incredible undertaking.  Yesterday the project received over $50 Million to  complete the project.  He presented the idea at the TED Conference to kick off the project.  Hopefully, this is a great precursor to a few projects we have going on.  Namely, Million Person Project. 

I love the fact that people are starting to learn that they are able to contribute to the bigger picture, be it through information or just ideas.  Ideas like this make me so excited about the future.  This holds the potential for community and connectivity to occur on an incredible level.

Speaking of encyclopedias, I remember in grade school when I began a report on "The BERLIN Wall".  I came home eager to start.  I perused my parents encyclopedias and found "B".  I looked and found Berlin, but no Berlin Wall... I thought, "Hmm, Maybe there are many walls and I should be looking for: Wall, The Berlin".  Checked W.  More nothing.   I felt to stupid to ask my parents about it.  So the next day, I went to the school library.  The Berlin Wall was built in 1961 or 1962.  My parent's encyclopedia set was from 1960.  Now that is ridiculous.  Information changes so much, I can't believe we rely on information that was 30-40 years old!  Thank the Lord for the Internet.

With EOL, Wikipedia and other sites like this, our children will never be hurting for information.  I wonder what these will look like 15 years down the road...

Caffeinated Showers!

Can't wait to get your caffeine in the mornings? Get it in the shower! A new soap has been infused with Caffeine to absorb into your skin when you wash with it in the shower. They say it is the equivalent of 2 cups of coffee. Ingenuity at it's finest (and cleanest).