If you’re online, you’re TV
Media usage expert sees
opportunity in video
Jeffrey Cole has seen the future of newspapers and he thinks it’s television. Cole runs the Center for the Digital Future at USC, which is conducting a multi-year study of media usage.
“I think video is a central part of your new identity.”
“You can be as live as television. On the Web, you become like television.”
Cole says that with the rise of the Internet, television and video will grow dramatically in importance.
“On the web newspapers and magazines become like television and compete like never before.”
Good news: the Web puts newspapers back in the breaking news business and offers lower production costs. Bad news: Global warming and concerns about newsprint and print production’s effect on the environment.
Cole believes figuring out advertising that users will accept online and on mobile devices and in social networks is a critical challenge because people are unlikely to pay for additional subscriptions or information services. His center found a household on average spends $260 per month on services such as telephones, - mobile phones, television cable or satellite, broadband, satellite radio.
“People are saying ‘I don’t want ot psned another $30-40 a month on digital feeds and subscriptions.”
Cole closed with headlines from his research on young people and media:
Life of a 12-24-year-old
- Will never read a newspaper but attracted some magainzes
- Will never own a land-line phone (and may never wear a watch)
- Will not watch television on someone else’s schedule much longer
- Trust unknown peers more than experts
- For the first time (2005) wiling to pay for digital content
- Little interest in the source of information and most information aggregated
- Community at the center of Internet experience
- Think not interested in advertising or affected by brand, but wrong
- Everything will move to mobile
- Television dominates less than any generation before (important but not the only thing that’s important to them)
- Want to move content freely from platform to platform with no restrictions
- Want to be heard (user generated)
- Use IM. Communicate through Facebook. Think e-mail is for their parents
Update: Steve Smith, the editor at The Spokesman-Review in Spokane who is attending the conference, posts about Cole’s presentation here.
Posted in Advertising | Audience development | Multimedia | Technology | Video Comments (1) • Permalink • Tell-a-Friend