Future role of media

Often I think about the future, will there still are any tv guide's or newspapers? Will people still watch programs in a fixed schedule? Will it still be the dream of small children to be a moviestar or film director? I don't think so..

In the small village of Hoogland (where I live), a small group called "initiativegroup Hoogland on GlassFibre" is trying to raise interest for setting up glassfibre connections to the individual home's of people. I am part of that group because in my opinion setting up this open fibre network is the first step in the new role that internet is going to play in the mediascape and society.

This open network can do a lot of more things than supply a fast internet connection, cheap telephone conversations and more tv channels. I think it will bring the community of Hooglanders closer together. With a open network people will be easier in touch with friends and family. Doctors and relatives can check-up on old and sick folks that are immobile. Villagers could share all kinds of media, whether it is a blog about their new lawnmower or it is a musical from the elementary school.

The old role of broadcasting stations will change because people will be their own broadcasting stations. People will only watch media that they find interesting enought to search for, and look at it at a moment that is best for them.
Marketeers must find new ways to place adds in these kind of environments, adds that are relevant for the specific user that is watching them. People that working in the media business must be aware of this and anticipate... If they don't hurry they might "miss the boat"!



Keynote speech by Digital futurist Mike Walsh to the graduating students of the Australian Film, Radio & Television School.