Good times, but not for everyone
Media Use: Media experts say that the future of media use will be shaped by mobile media.
experts as a driving factor for the further development of the media.
Media usage will increase continuously until 2010, but
Not all types of media are affected to the same extent by the increase in
benefit. This is the conclusion reached by around 40 media experts who
Zurich-based media research and consulting company Publicom AG
has surveyed. Publicom regularly conducts surveys as part of
Delphi surveys Experts from the communication and
media science on current media topics.
In the last ten years, media use has only increased slightly.
but the trend is expected to continue over the next five years.
years, four out of five experts are convinced.
At the same time, this should lead to a considerable redistribution of
audience shares.
Internet and mobile media in particular will grow. Print media and
Cinema, on the other hand, is on the decline, while radio tends to be
will stagnate. By contrast, expert opinions on the
development of traditional TV use. 40 percent of
respondents expect a decline, 22 percent expect stagnation and 38
percent with an upswing.
The strongest influences come from mobile communication (75%),
from the digitization of radio and TV ((47%), from the
Media convergence (47%) and the tendency to use free media (47%).
The experts see a strong upturn in online portals,
free newspapers and mobile information services. Mobile TV is also
given a chance. Current example:
On December 13, NanoTV began broadcasting in French-speaking Switzerland, with two
three- to four-minute news reports broadcast daily for
cell phones to go on air. New competition for the big Télévision
Suisse Romande? "Yes, if you assume that with ultra-lightweight
structures and provide content on the same channels as the
big TV stations can play," said former TSR journalist
Philippe Mottaz from Anyscreen, which is responsible for the NanoTV concept,
compared to 24 Heures. For Mottaz, however, the success of NanoTV depends on
first depends on the interest of the audience.
Mottaz is likely to benefit from the experts' surprising assessment.
that will make SRG television less sustainable in the longer term.
attest.
In principle, however, the development of media use is difficult to
as the boundaries of the classic media genres are increasingly being
would be softened. Hybrid forms of media communication are also likely to be
will therefore become increasingly important in the future, say the experts.
René Worni
