TheNew20


Making Media Predictions
December 5, 2009, 12:30 pm
Filed under: Media | Tags: , , , , ,

Making predictions about where the world is headed – especially the world of media and technology – is a dice game at best. We’ve all heard (and laughed at) the ones that failed to come true (here are some good ones). However, the subject of the current direction of media technology just seems to keep coming up in my conversations with people these days, so let’s have a go at it. In 10 years, feel free to laugh at me when none of these come true.

DVDs are the last hard medium
Has anyone else noticed how little everyone seemed to care about the fact that Blueray beat out HD DVD to become the home movie industry’s official next-generation format? For something that was supposed to change the home entertainment market as much as the VHS/Beta battle or the invention of the DVD itself, nobody really seems all that fussed about the fact that all of our DVD players are supposed to become obsolete in the next few years.

Maybe it’s because everything is going online – with more and more material becoming available via download-on-demand, the rapid increase in worldwide broadband penetration, and the availability of hi-def features over cable, it’s just not worth it to upgrade your hard-media player anymore. Even video games are going online – Wii users are able to download and play games from older Nintendo systems, for example, and one next generation handheld – the new PSP – makes games available by download only. With the convenience and quality of online content, there is just no reason to waste space and material on hard media – and it may just be that DVDs are the last of their kind. 

Copyright laws are going to change to reflect the new media environment
I was watching a UFC event on cable the other weekend and at one point, one of the announcers had to read out the obligatory statement threatening legal action against anyone who copied or rebroadcast the program without permission. The announcer had barely finished the last sentence of the disclaimer when his partner (Joe Rogan – what a guy) piped up with something along the lines of “I’ve said it before and I’ll say it again, you can’t stop the internet, baby.” It was hilarious and, more importantly, it points out the futility of copyright laws based on 18th century principles of content distribution.

With the rise of digital media, these principles (e.g., exclusive ownership of the content by the author, exclusive control by one party over the means and the channels of distribution) just don’t hold anymore, and laws created and enforced by people who still cling to them are bound to become irrelevant and fall apart, if for no other reason that they become essentially unenforceable (ask the RIAA). The question, of course, is that if nobody is following the laws, nobody seems all that upset when they’re broken, and attempts to enforce the laws are often met with indifference or scorn, do the laws still reflect and work towards the needs of the population? And if not, shouldn’t they change?

Social networking will become the new dominant mode of communication
This is a no-brainer. We’ve all seen this. We all know that everyone – everyone – is already on some kind of social network somewhere. And at least a few people know that social networking now is as important to communication as email was in the 90s. It’s a game-changer, and before long, not having a profile on at least one social networking site will make you look about as ridiculous as you would right now if you didn’t have an email (or, for that matter, a phone number)

One-way communication will become completely obsolete
Audiences will come to expect the ability to engage with content to the point that content producers will not be able to get away with one-way communication – your resource either enables two-way communication (which means the online version becomes the centre-piece) or your resource dies. Content will be about creating a community, not about just informing an audience. One-way communication will become obsolete.
 

Print media’s role within the media environment will radically shift
I will stop at predicting the demise of printed media – but, given the above, plus the fact that hand-held browsers and readers take away print’s last major competitive edge (portability), it will stop being the cornerstone of…well, really anything. It will be a peripheral element of the media environment, not its centre like it is now (or was five years ago – you could argue this has already happened). It will still provide a certain type of experience that digital media can’t replicate (there are tactile elements to reading a newspaper, for example, that I imagine some people find comforting), but as generations grow up with digital media and, thus, don’t care about those types of experiences, even that advantage will fade away.

 And finally –

Pong: The Movie will become a reality
It’ll happen. Just wait.

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