Internet bubble?
René Worni on the brave new world of media.
René Worni on the brave new media world.What to make of the digital revolution? Where is the trend towards the individualization of media use leading? What is the effect of the all-encompassing dominance of the Internet, what of the growing media convergence? How will media consumption change as a result? How fast will technological development proceed? How can it be exploited commercially? The question of how media will develop in the next two, five or ten years is fraught with a mountain of question marks. The answers lie exclusively in the future. At most, one speaks of development trends that apply for limited and ever shorter periods of time. No one knows what will happen.
Part of the brave new media world is that the industry is able to easily mask its deep insecurity in its own spotlight and has learned to react surprisingly flexibly to the vagueness of forecasts, assessments and evaluations. It recently met in Munich at the twentieth Media Days - dressed uniformly in black.
A few facts nevertheless form an unstable framework in the confusion of silhouettes in front of the flickering flat screens everywhere. For example, media consumption is expected to grow to eight hours a day in the next ten years due to the emergence of new media - practically exclusively on screens.
Digital media will then have a market share of 40 percent, and television, the lauded medium of the future, will still hold 50 percent. The rest will be shared by radio and print media, which will feel the decline most acutely.
Content - still the dominant force in the last three years - is to adapt more and more to the course of technological development, which is rapidly gaining in importance. It's not even necessary for the media to understand this, because they just need to buy into the networks.
But what will happen if consumers don't want to jump on the bandwagon as a broad mass? He has never listened to the radio on a PC, said publisher Hubert Burda skeptically. Today, many things are more and more reminiscent of a dream that was once shattered and could not be financed.
René Worni, Editor
Part of the brave new media world is that the industry is able to easily mask its deep insecurity in its own spotlight and has learned to react surprisingly flexibly to the vagueness of forecasts, assessments and evaluations. It recently met in Munich at the twentieth Media Days - dressed uniformly in black.
A few facts nevertheless form an unstable framework in the confusion of silhouettes in front of the flickering flat screens everywhere. For example, media consumption is expected to grow to eight hours a day in the next ten years due to the emergence of new media - practically exclusively on screens.
Digital media will then have a market share of 40 percent, and television, the lauded medium of the future, will still hold 50 percent. The rest will be shared by radio and print media, which will feel the decline most acutely.
Content - still the dominant force in the last three years - is to adapt more and more to the course of technological development, which is rapidly gaining in importance. It's not even necessary for the media to understand this, because they just need to buy into the networks.
But what will happen if consumers don't want to jump on the bandwagon as a broad mass? He has never listened to the radio on a PC, said publisher Hubert Burda skeptically. Today, many things are more and more reminiscent of a dream that was once shattered and could not be financed.
René Worni, Editor
