Today a second workshop was held at the Media Academy in Hilversum for those involved in developing scenarios for the media landscape in 2015. The aim of this workshop was to further develop these scenarios by taking statements of people interviewed as a starting point. These statements were a mixed bag: from short-term to long-term and from detailed to very abstract. It was not all that difficult to come up with three ‘uncertainties’ that can be used for the scenarios: 1) the pace and degree of behavioural changes due to ICT and media developments; 2) the key role of open source and standards in the innovation of and access to ICT and media; 3) the enduring dominance of certain large-scale media companies.

Another interesting approach is to take the media value chain as a starting point and pinpoint the major developments in the subsequent phases: content creation, content packaging, content distribution and content consumption. Due to ICT developments packaging and distribution are in heavy turmoil. Content creation is still preserved to a ‘happy few’, despite Web 2.0. Content consumption, according to the facts and figures, is somewhat shifting but remains relatively stable.

tagged with: workshop, web 2.0

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