By Joyce Schwarz, blogging at www.hollywood2020.net ....Okay, since it's the evening before moderating another Digital Hollywood Conference (been doing it since 1995 or so) I thought it would be fun to go back to last year at CES '08 and see what I forecast then as the 5 ways to thrive/not just survive in '08.
Here they are -- how do you think I did in my outlook? Check the date -- that's January 09, 2008 LAST YEAR. Could I have done better by just saying "TWITTER" Iphone, Facebook, Youtube, Twitter?
Joyce Schwarz 5 Trends to Thrive/Not Just Survive in 2008 & beyond in the new Hollywood.....Here's a brief recap of those trends.
Copyright Joyce Schwarz, JCOM, www.joycecom.com. For reference in your own articles, please email joyceschwarz (at) gmail.com for permission.
1)FRUITION OF 'CUSTOM-TAINMENT" --- customizing entertainment, info-tainment and edu-tainment 24/7/365 anytime/anyplace. Personalized content and customized cross-platform. Examples include: United-- first airline to tout iPod integration with their IFE system...Nero signs agreement with TIVO -- TIVO on the PC....Autonet Mobile Introduces New Consumer Internet Content Storage...Comcast--Fancast.com entertainment access across TV, online, DVD or theatres.
2) YOU AS THE STAR, YOU'RE IN THE PIX, AD, GAME...finally, you're the star-- not just your video on Youtube.com or your tunes on your Myspace page..you're in the pix-- with your avata and/or your "real' scanned image. Examples: Zcam, 3DV Systems, Virtual Heroes, Primesense.com, Organic Motion, BigStage.com.
3) Gesture Computing/control/signage..moving in on augmented reality -- examples include: GestureTek, Gesture Xtreme, Airpoint-hand-tracking unit, Groundspeak's Wheigo.cvom and Garmin GPS, beyond geocaching, beyond waymarking, Did you know geocaches have grown from 75 to 490, 000?
4) Text Messaging 2.0, text marketing & presence...rise of the mobile as controller/mobile as remote/mobile as coupon, mobile as credit card. Examples: Barcast-- public signage with text-messaging on a bar network, Ping Mobile & Cox mobile coupon campaign, AOL Buddy, AIM Mobile and AOL my pages for mobile. Blue sky ideas-- blogscroll -- text highlights from blogs, movie reviews, etc -- scroll across mobile/handhelds, Twitter with pix, virtual 3M notes & more .
5) Social media embedded into content, not vice/.versa. Until now we've seen content embedded into social media ie widgets for Myspace.com, widgets for Facebook etc. I see the rise of Social media embedded into content -- Facebook voting app at end of movie (vote with mobile/results on facebook real-time). Linked In-- contact info/bio/zip code into regional biz mags online or at trade show booths-- like CES -- who do you know at that company...OR social media AS CONTENT -- aggregate widgets of programming -- create your own EPG (electronic program guide) create your own portal, design your own Fancast.com pages.
ABOUT JOYCE SCHWARZ -- for more info on Joyce Schwarz see www.joycecom.comher independent consulting firm that specializes in new media marketing & emerging entertainment & media company launches since 1990. Here are pictures of just some of her books and more than 200 articles she's written on the future of media & entertainment.
Left to right Joyce Schwarz books include: Multimedia: Gateway to the Next Millenium (Harcourt Brace,1994, SUCCESSFUL RECAREERING, Career Press, 1993, STAR*COURSE (how to promo, market & sell you and your product & service to the new Hollywood 1992 (audio/Learning Annex, HayHouse), Hollywood & The Electronic Highway: 2000 (compendium of published articles/videos), THE VISION BOARD: the secret to an extraordinary life, Harper Collins Publishing, Collins Design, fall, 2008 (see 20 pages free at http://tinyurl.com/seeinsidebook).
STAR*COURSE How to promote, market & sell Your Products to the New Hollywood
By Joyce Schwarz, Hollywood2020.net covering the new media industry with more than 300 articles & 6 books since 1990.
I spent about 45 minutes looking at the agenda and looking up bios on speakers at the OMMA conference sponsored by Media Post in Hollywood Monday and Tuesday of this week.
Cory Treffiletti, President/ Managing Director, Catalyst:SF who has been on several of my panels @ Digital Hollywood is the emcee for his conference. Media Post the conference organizers call this OMMA Global because it covers several of their peer groups in these categories. You can see more about the event at: OMMA --registration info
Online Media, Marketing & Advertising: My call on it is that OMMA is worth going especially on Tuesday when I see lots of new players who are creating what just may be a new playing field for OMMA which stands for Online Media, Marketing & Advertising. Because of course it's not just online now that matters -- it's beyond the box or with the new boxes that are coming this year that will create the next-generation of Broadband and Internet video distribution anywhere, anytime & anyplace. Which is something I've been talking about for 15 years.
Monday -- is a good overview for anyone new to the industry with Comscore, Mahalo and several of the top OMMA agencies speaking.
Tuesday -- looks the most fascinating with some of the new players who are taking media beyond the box -- into mobile & next-gen broadband etc.
Tuesday, March 24 speakers include:
|Bob Brown, Senior Manager, Marketing Communications, Nissan North America|
Kristi Vandenbosch, President, TEQUILA USA
KEYNOTE: CAN CONVERSATION MARKETING SAVE THE WEB:
John Battelle, Founder and CEO, Federated Media Publishing
Hollywood2020 will be reporting back with additional info from Tuesday's sessions. If you attended today (Monday, email me at joyceschwarz (at) gmail.com with your comments. THANKS!
WOW, when people ask how long I've been in the Internet and new media business, I often hear my colleagues say "Joyce Schwarz was in new media before it was new media".
Why because I truly saw it all coming in the future! It was the perfect fit for my varied background in journalism (on the staff of New York magazines), in advertising with major agencies like Foote Cone & Belding as an executive, specializing in new product/company launches and first of its kind products! Plus a masters degree in film from USC's School of Cinema & Entertainment & hands on production experience in the areas of TV, Film & CD ROM promo.
A few people look at me skeptical and ask -- was I really there and I often feel like I need to PROVE I WAS around in 90 and by 92 was not onlly writing about the new tech but producing and hosting a cable TV SHOW called "TURNED ON HOLLYWOOD" about Hollywood meets Silicon Valley in Los Angeles.
Sorting through some old files, I found a newsletter I had started back in 1992 called LA INSIDE/OUT and I saw that it talks about the first TV SHOW of TURNED ON HOLLYWOOD and gives some fascinating stats. The newsletter and show both had their debut in June, 1992 just after I conducted the very first workshops on new media for the DGA (Directors Guild of America WEST) and then was flown to NYC to do another private workshop for the DIRECTORS GUILD OF AMERICA EAST.
Enjoy these JPEGS and if you want more info on what was happening in 1992 -- email Joyceschwarz (at) gmail.com and check out my firm JCOM and see what we're doing in 2009! www.joycecom.com 200 articles & 6 books later!
THIS IS THE FRONT PAGE of Joyce Schwarz newsletter (first issue) in June, 1992 on new media & technology for HOLLYWOOD and her upcoming cable show TURNED ON HOLLYWOOD...click on JPEG to read or email joyceschwarz (at)gmail.com for more info.
SOME INTERESTING FACTS & FIGURES from Joyce Schwarz newsletter on new media & technology that she shared back in 1992 at the first DGA (Directors Guild of America) workshops she conducted on new media. Yep- only 70 million people had computers back then! To see more info on what's happening now -- sign up for Joyce's quarterly newsletters & get more info about her monthly forecasts for what's next in new media & technology!
Why is Janyse, Canadian Voiceover Artist & Singer 'Voting' for Obama with her voice?
Here is an exclusive podcast with Janyse who is well known as the voiceover artist for such animated projects as Hasbro's My Little Pony.
Janyse also voices 6 characters in the new Batman Motion Comics, and is the voice of Pinkie Pie in My Little Pony (Hasbro), and Orange Blossom in the new 2009 series Strawberry Shortcake (American Greetings/DIC).
Janyse, Canadian Voiceover Artist & Singer is featured in an exclusive podcast on www.hollywood2020.net talking about why she's 'voting' for Obama with her voice and her hot Youtube.com video. For a limited time, Janyse is offering a free download of her latest single "Dreamers" at www.janyse.com
The inspirational song is fast becoming one of the most popular online tribute songs to Obama and to all in the world who dare to keep dreaming. http://www.youtube.com/watch?v=J3WuyV1Mh8g
JANYSE Also Appears in THE VISION BOARD by Joyce Schwarz, Harper Collins Publishing, Collins Design
Janyse was selected as one of the top celebrities to appear in the new Harper Collins Publishing book "The Vision Board" by Joyce Schwarz which hits stores, 10/28/08. Janyse is one of only two Canadian personalities included along with Toronto-based, Bob Proctor, the motivational speaking guru who wrote the foreword.
The book click to see on amazon.com also focuses on success stories and vision boards of Olympic athletes, TV personalities like Aras Baskaskas, winner Survivor and such renowned personal development experts as Jack Canfield, Chicken Soup for the Soul and 7 of the teachers featured in the blockbuster movie The Secret.
Vancouver, Canada Singer/Songwriter and Voiceover Actress, Janyse wins Best Jazz CD for ‘The Magic of Christmas’ at the Toronto Exclusive Magazine Awards
Janyse was also nominated for Best Dance Song (Dreamers) and Artist of the Year.
CHECK OUT JANYSE's OBAMA TRIBUTE ON YOUTUBE.com
MARK YOUR CALENDAR FOR: Digital Hollywood, Wednesday, October 29th
10:45 AM - Noon
Television and Video as an Interactive Content Experience – New Technologies, New Advertising – As Broadband, PVR and ITV Evolve
With the emergence of the smart TV, along with the pervasiveness of broadband video as a cultural always-on experience, the understanding and confluence of video, television and broadband, as an interactive platform, an advertising platform and as a content platform is continually being explored and redefined.
TV ON THE GO:
Television, video and technology is an experiment that will never stay in place.
WHAT IS THE FUTURE?
With new and upgraded technologies, from the network infrastructure, to CE devices to content innovation that evolves--this session promises to offer you an insider's look at the core of our industry's future.
Moderator: Joyce Schwarz, JCOM Emerging Entertainment Marketing, www.joycecom.com, email: email@example.com. Please email me for more information about the panel and with any questions you'd like this panel of experts to address during the session.
Kelly Ryan, Vice President, Content Business Development, BlackArrow
Mitchell J. Weinraub, Senior Director of New Media Initiatives, Comcast Media Center
Sanjay Desai, Vice President, Product Marketing, Brightcove
Alex Castro, CEO, Delve Networks
Ben Mendelson, founder & President, Interactive Television Alliance
OpenTV, speaker to be announced
Joyce Schwarz, JCOM Emerging Entertainment Marketing, Moderator
Watching the "OnHollywood" (http://www.alwayson-network.com) panel about "THE FUTURE OF TV" via the web today was a trip....in fact when I was selecting key words for this blog I realized that participating via text chat with the audience made it seem more like a game than a conference session. It was really fun!
Blogger Joyce Schwarz cached her first chat contribution to the AlwaysOn "OnHollywood" chat session in conjunction with "The Future of TV" panel streamed via the web.
TALK TO YOUR TV, WATCH YOUR PHONE....for decades experts have been telling us that we will talk to our TV in the future and watch our phone and it's finally here -- at least the capabilities. Surprisingly, when this blogger, Joyce Schwarz wrote in the chat session about TextTV -- SMS TV -- which is big in Europe, I got a couple of questions back about what it was. Yet, here we were doing something very similar in a chat box right next to a streaming video of the session at the OnHollywood conference over at the Hollywood Roosevelt Hotel. (Note: Fuse is doing this right now -- Feature - Fuse.tv - TXT TV: Perfect Pair) More info on the ITV dictionary site -- SMS iTV, SMS -TV, Mobile TV, Call TV, definition of and related ... Good white paper I found on this -- talks about "participation TV" -- PDF] I WANT MY TV! MOBILE INTEGRATED TELEVISION (MI-TV) BCA4086....
QUICK BUCK TV ---??In the chat session several of the 'chatters' were talking about micropayments and Peppercoin.com came up along with some other vendors-- interesting what's happening in Korea where this headline probably says it all: Brand New Malaysian: Weekend discussion: Quick buck TV and in the US -- it's promised to be the next BIG THING....via this blog...more on moconews.net also ...the LOOSE wire blog: The US' Next Big Thing: SMS-TVGeneral | MocoNews.net General | MocoNews.net
Moco News and his sister web site, www.PaidContent.org, make up the most ... has launched some new shows which incorporate real-time SMS-TV interaction. ...
MOBILE TV ??? The streaming media section of the OnHollywood conference also included a 'live' vote on several questions -- interesting response to the one about whether you will/won't and plan to watch TV on your mobile....
click on the thumbnail to see what the audience at OnHollywood had to say about watching TV2Go -- on the mobile.
THE FUTURE OF TV PANEL -- OnHollywood May 3, 2006
According to the agenda the moderator of the panel: George Zachary, Partner, Charles River Ventures, Panel members: Jim Behrens, CEO, Orb Networks, Drew Massey, CEO ManiaTV!, Lewis Henderson, SVP, WIlliam Morris, Adrian Sexton, VP Digital Media, Lionsgate and Jonathan Taplin, CEO, Intertainer and Professor, USC Annenberg School for Communication (note I did not confirm if everyone was present on the panel this was the advance info from the schedule on the Alwayson-network site).
The Future of TV panel at OnHollywood talks about Internet streaming on any screen, anywhere...13% of TV ad dollars going elsewhere in the future...user-generated content...what's success-- to Jib Jab it's $100,000 to others? ...meanwhile in the accompanying text chat online --audience members are talking about the tough stuff-- participation TV, transactional TV, Lessig on IP, Korea TV advances...micropayments for content ...Land Rover's Narrowstep TV Channel-- and even a suggestion for Harley TV which I said would probably 'hog-up' the audience...one chatter said the panel was better then the MobiTV panel at NAB...still lots of talk about Youtube/Myspace generation. Would love to have seen some "Myspace" kids on the panel and some independent filmmakers telling us what's beyond the "frogs in the blender" stuff of the past (DEN etc) and the Sat. Night Live Mash-ups...I mentioned the new Yahoo Mixer for the SF Intl Film Festival (see this blog last week) and got a bunch of referrals to other sites that I could not cache quick enuf...so more later. Chat & TV -- goes together like chips & dip ..fun snacking but probably cooler to be there in RL....more from on-location at the Hollywood Roosevelt Hotel later...js --email me at firstname.lastname@example.org if you have other comments on this panel.
Hollywood2020.blogs.com on location in Las Vegas, Nevada at the National Assn of Broadcasters show www.nabshow.com by Joyce Schwarz, JCOM, www.joycecom.com, author, analyst and emerging entertainment consultant.
I have seen the future of television and it's hidden in the middle of the floor in the South Hall of the Las Vegas Convention Center. Run don't walk to Sky Perfect Communications, Inc. Booth SL 2961 (SKY PerfecTV! English Site --http://www.skyperfectv.co.jp/en/ ) and you will see a demo of the next-generation of television program guide or EPG (electronic program guide) now in final development phase and set to be launched by the end of 2006 by Sky PerfectTV! Services.
Television Guide Learns Your Profile & Recommends Programming & ads:
What makes this new tech called "Digital Oconomy Guide" so special is that it features an intelligent (it learns about your preferences) recommendation system that provides users with TV programming along with adjacent profile-specific, text-based advertising and ecommerce offers. According to the one-page position paper' handed out at the booth by SKY PerfecTV developers and spokespersons from Japan, the guide also offers users a custom-play list to support users in planning their personal TV consumption.
METADATA DRIVEN TV GUIDE
The SKY PerfecTV Communication's handout also explains that 'the system can aggregate TV program metadata in standardized interface, metadata exchange platform between TV program providers and digital terrestial or internet broadcast operators'. The one-pager says that SKY PerfecTV! developed with Sony the recommendation engine. It explains that the engine provides the user with programming by matching preference metadata with TV program attributes accumulated in the metadata database of the system.
SO WHAT IS SKY PERFECT ?
The info provided says that SKY Perfect Communications Inc. (SKY Perfect) is the largest digital multichannel broadcasting platform in Japan --providing 300 channels via three communications satellites and optical fiber networks. Total subscribers: exceed 4.1 million. The shareholders in SKY Perfect include Sony, Fuji TV and Itochu with each owning about 12.5 percent of the company. In other words, it's a satellite system .
Search and finding content is one of the keys to monetizing the future of television programing and all programming IP, wireless etc in the future. As the head of NAB said this week, "Content is king, but distribution is key". And I'll add marketing and helping viewers find that content is crucial. Since I co-wrote the NAB Book "Multimedia 2000" back in 1993, I've been talking about CUSTOMTAINMENT -- customizing my entertainment, infotainment and edutainment on demand anyplace, anytime and everywhere.
So far, the anytime, anyplace and everywhere is possible but customizing my content is still all but impossible. Sure there is TIVO but it doesn't customize my web content nor my wireless content. Plus I need a box and I need to pay subscriber fees.
SO MANY PROMISES -- SO MUCH VAPORWARE
During the past decade there have been lots of companies and trials and tech that promised us that they would provide personal profiling and user-content management systems -- a few that I remember include Pointcast (on the web) and long gone, Junglee (sold to Amazon.com and is as I understand the basis for their collaborative filtering engine -- meaning if you like this book, you'll like that book kind of thing which certainly doesn't work when I buy a golf book for my dad and next time I go to Amazon.com I get a recommendation for a cross-between golf and technology books and they seem to start assuming I'm male, not female for some reason. Yodlee (still around)but concentrating on the financial aspects for consumer identification and authentication www.yodlee.com. Full disclosure here -- also consulted for a NY based firm called Younology (later Youpowered.com) that held much promise of a neural-net, intelligent agent and personal profiling by a character they created called Orby. Alas, Youpowered is gone.
METADATA IS HOT BUZZWORD AT NAB
The Metadata panels at NAB's G-Sam section and DAM Theatre (Digital Asset Management) have been packed --metadata is a hot buzzword here at NAB. That's why it's fascinating to see this 'Digital Oconomy Guide" which their handout says is based on TV-Anytime forum specs already adopted in major broadcasting standardization bodies like ETSI (European Telecommunications Standards Institute), DVBI (Digital Video Broadcasting), ARIBA (Assn. of Radio Industries and Businesses).
A quick check on Google news found no NAB press coverage of this booth. Believe me the booth itself is fabulous and the video presentation is engaging -- booth is created by Lynch Exhibits, www.lynchexhibits.com. The animated video presentation is capably presented by a gorgeous demo dude, Andy Saks, who customizes the pitch to the audience-- so appropriate for this kind of presentation and product.
Quick inquiries to the SkyPerfecTV developer on-hand at NAB provided me just a bit more info that the Sony division that created this (or co-created according to the booth handout) is based in Tokyo. The press release on the SkyPerfecTV! English-language website is a PDF dated March, 2006 and it will not download for some reason.
TV FOR MY EVERY MOOD
The demo I saw at NAB shows how the user preferences are quickly input by multiple choice click of a standard TV remote (no special buttons needed). One aspect of the demo even promises to provide programming for my mood -- tired, lonely, sad, happy etc. Plus, the playlist appears to be able to aggregate content based on cross-between choices i.e. -- the user likes historical romances so that GONE WITH THE WIND will show up on my playlist but not SEX IN THE CITY. It was fun to see a Japanese language version of FX Cable's "NIP TUCK" show pop-up based on the animated depiction of a potential user's mood. I can see it now -- feeling angry -- want to strangle your boss? -- watch WWF (World Wide Wrestling Federation) SMACKDOWN #20, homemaker home alone -- DESPERATE HOUSEWIVES is just what you need.
MORE ON THIS AMAZING TECHNOLOGY LATER......and even though the Digital Oconomy Guide key letters spell out D-O-G -- this guide could be BEST OF SHOW! For more info or comments, email email@example.com.
GRAND CANYON HOLIDAY TRIP -- REAL or REEL? Once upon a time, when I was a little girl back in Cleveland, getting ready for a vacation meant that you made sure you had film in the camera and that you had enough Polaroid film with you to take pictures of the highlights that you could treasure on the way home. Our family didn't have a movie camera or a video camera so my life and vacations are chronicled in still photos and fading Polaroids of various consistency depending on what year the Polaroids were taken and what Polaroid camera was used. Decades later, a trip to the Grand Canyon over the holidays made me realize that life is now more reel than real.
Hollywood2020 Blogger Joyce Schwarz at the Grand Canyon over the holidays-- are vacations today more "reel' than 'real' that's the subject of her blog on January 15, 2006 at www.hollywood2020.blogs.com
WHY MORE REEL THAN REAL?
Ahead of time, I sent for a DVD from the Arizona tourism association but it didn't prepare me for the vastness of the Grand Canyon nor the experience on the great Grand Canyon Railroad. Digital cameras capture the essence of what's happening and are ready for viewing and reviewing instantaneously -- faster than a Polaroid-- yet there remains the biggest challenges -- printing out the photos along the way. Sure you can carry a small printer with you or you can go to the local Photo service or Drugstore photo service and download to a DVD or get prints in as little as an hour -- as long as you're in a big city or there are not 100 vacationers in front of you trying to do the same thing. Kodak and Sony kiosks are sprouting up everywhere-- but once again you have to be in a city where they are available. No such service at the Grand Canyon National Park.
But here are my reasons I think that vacations and experiences are increasingly becoming more "reel" than "real".
WHY VACATIONS ARE MORE REEL THAN REAL TODAY......
1) Television -- especially PBS and the Travel Channel and National Geographic Channel make us feel like we've been everywhere. Yet, when I looked at the Grand Canyon I had no idea that the walls of it were pastel shades ranging from pinks to blues to outrageous mixtures beyond any photo I had seen before.
2) Screens are everywhere -- in museums, in visitor centers, in tour operator offices and of course in our cars and vans. On the way to Grand Canyon -- our tour van operator plays a DVD of the Grand Canyon so we can see what a Mule trip is like-- alas, we're not taking the mule trip. BUT we are signed up for the Grand Canyon Train -- no reel experiences of that before some of us get dropped off for the real experience.
3) Cameras are ubiquitous -- cell phones are used more for photos than for calls it seems on the road. I'm still not a cell phone camera freak. I prefer my HP Digital Camera. And if I had better way to display my video camera streams I would carry that with me. Everyone else seems more interested in recording the experiences via their cell or their multiple cameras -- I saw one husband and wife at the Grand Canyon with 4-5 cameras each wrapped around their heads and arms -- I don't think they ever looked at the Grand Canyon with their own eyes-- only through the lens of one of the many cameras. Real is still best in my book. And reel is for remembering.
4) Phones ring everywhere-- phones ring, buzz, vibrate and zap out tunes from 50 Cents to old Rolling Stones tunes everywhere....people around you think nothing of breaking into your reality with their instructions for how to use a computer to an office pal back in New York or sweet nothings to their lover in Paris --even at the Grand Canyon. No one seems to be present. The reel is just more real than the real.
5) DVD and Laptops and iPods take you away from the present-- Have you noticed that the kids using DVDs and the execs using laptops and the teens using iPods never seem to leave home or the office -- they are connected by the reel to their real beyond the real of NOW -- the little girl from Montreal on our tour was quiet as a mouse but she was watching a portable DVD most of the time --several glances and I couldn't figure it out -- Jim Carrey doing something reel --not looking out at the real trip through the mountains. And when she was 'filming the real' with her reel camera she seemed more concerned about the settings than the scenery.
5) DO-OVER -- on the way back from the Grand Canyon our tour van was treated to the movie with Billy Crystal CITY SLICKERS and I thought about his comment in the film that you don't get a chance to "do-over" your life. So why is so much of our time spent in the reel world versus the real world? Which brings me to number 6
6) Simulated experiences -- Had I remembered about the mule trip in advance I might have signed up for that -- I had seen it once when Bill O'Reilly described his vacation earlier this year in USA TODAY -- but had forgotten about it until we got to Arizona. Now I want to simulate my whole vacation again....experience the banjo on the train, drink that spicey Bloody Mary, chat with the Brits across the aisle. Pick up the brochure on the Polar Express version of the Grand Canyon Railway experience for next holiday season and more. So how do I do that-- today it's still a disparate set of real options to capture the reel world. Flickr -- sure I could post my cell phone pix, Kodak.com -- sure I'll put up my digital pix in an album. Video-- I didn't take a camera but I'm sure digital video is around of the experiences I had somewhere on the web-- but how do I find them. Audio -- like to hear that Scottish lad giving our tour once more. Wish I had gotten in more of my photos. I want that "DO-OVER" Billy Crystal says is impossible to find-- I want to play it again Sam .....and in the next couple of months I'm sure it will be possible as I explore how to simulate real expereinces with reel tools. Happy New Year and I promise not to be gone so long again!!. Joyce Schwarz, January 15, 2006