(Co-Chair Disney Media Networks, Disney ABC Television Group President Anne Sweeney b (Anne Sweeney) in the January 9, 2009 opening of the CES in Las Vegas, pointed out: Interactive content will be new ways of consumption, and only rely on audience, the media industry have the future.)
no more than three forms of media integration: integrate media forms of expression (text, pictures, video, interactive), the integration of information communication media (Internet, TV, paper media, satellite communications, interactive, mobile phones, new Internet access terminal), the integration of media content production (information producers is the communicator, audience, professional and amateur journalists of the fusion).
As for the interaction, technology Path to rewrite the media definition. the future of media is no longer the exclusive control of elite groups. the people of the media began to surface.
CES: Disney's Anne Sweeney b Record speech interaction is a new way to consume content
2009 年 8 January 2:30 pm, Co-Chair Disney Media Networks, Disney ABC Television Group President Anne Sweeney b (Anne Sweeney) in the Consumer Electronics Show (CES) keynote speech, Sweeney repeatedly referred to Apple and Intel products that those products to make television interactive as possible, and that interaction is a new way to consume content, the audience can be achieved only by the media industry of tomorrow. the following main elements of its presentation:
First, CES organizers CEA president Gary b summer Shapiro (Gary Shapiro) on stage to introduce b Anne Sweeney, and play a well-known ABC TV series . an opening, she said, persons. The challenge now is not a commercial competition, but how to maintain integration in the new platform. consumers will choose those who make their life more comfortable with the brand, services and equipment.
Sweeney iPhone as an example to illustrate, she said that in the iPhone's help, her life becomes more efficient. her iPhone to send and receive email, to schedule, view photos, check the weather, and, because of her frequent business trips all over, iPhone will be recorded with some of ABC News on the road next seen, and, she will use the iPhone to watch ABC's TV series and so on. She said that the phone is not just a window to provide content, but also friendly interactive window mm people simple, convenient access and find the content window. She said, iPhone's interface is very friendly. So, here there are two things: one is the great content to attract consumers, it is convenient to access Furthermore . This is why TV is still so popular today because, if the TV screens in the need to switch between 8,9 to find the programs you want, then our lives today, not so much fun.
2: 46 Therefore, we need a new polymer. content providers, consumer electronics equipment manufacturers, distributors and advertisers, our future is linked. Our success will depend on whether the full cooperation and provide more value, richer, more useful products. Then, Sweeney referred to Intel's latest innovative product features mm to PC with a chip to other devices. In addition, Intel also offers a software platform for TV applications. Intel's new product will allow other manufacturers around the television to develop more innovative and interactive products. so, it is possible for television to develop a variety of small applications, the depth of audience interaction and content possible.
2:49 to now the most popular life, in many interactive applications the user experience will be further enhanced. such as the cooking class program, through online guide to improve the user experience. As for the TV show, the audience can comment on those real-time interactive applications. For example, on Lost but also a brief online drama series, which will provide the fourth quarter of the next richer content.
2:51 Sweeney played a short hope that this drama can provide more content. Therefore, in this season finale, the use of Intel's interactive applications, will be fans in-depth content and interaction. ending quarter will be broadcast starting January 21. < br> 2:56 Sweeney pointed out that Disney is the new media platforms on television outside of the supporters. She said that 38% of mobile phone users have phones with video playback, watch online video each month about 75 million. However, by 2008, the audience in the time spent on television in 2007 in more than 4%. The new media is not taken away the TV audience, but to change the business model.
In addition, thanks to digital video recorders, Therefore, the number of concern not only the audience, but how many people read ads. There are video on demand, we have put a lot of content. Disney / ABC now has become AT & T, Sprint and the customer. ABC.com is a large number of online video viewers, but also sent more than 1 billion of advertising content.
2:59 three years ago, on the video content into other platforms, the wisdom is still in debate. And now, this is an objective fact. video recording to appreciate and enjoy moving online, it has become a popular, also in line with consumer demand. consumers must come first, because they are our only future. Sweeney said that through iTunes TV sales may make some people uncomfortable, but they still stick to it. In the television series sold on iTunes has millions of pieces as much. In addition, she also introduced the audience to watch ABC used to get free content ads appreciate approach. This kind of advertising for the content of the tens of thousands of millions of viewers. Sweeney pointed out that these two models are successful.
3:02 Sweeney also introduced a new advertising laboratory on this just opened in Austin, Texas on the art of research institutions. She said that the establishment of such institutions Disney aims to study the kind of content to fit the current market, a variety of electronic equipment. Then, she played for a while based on the Female Betty Billing the U.S. presidential election video, you can also send the relevant text reminder to your phone. In addition, Facebook also introduced the role of interaction in the audience. and that in the past few years, from iTunes to Hulu, you can see the way the content consumption tremendous changes. and these changes also increased consumer desire for content viewers.
3:08 Sweeney pointed out, we will once again about the definition of media change. Winner is to provide consumers with high-quality, feature-rich products. So, this is no longer who is the first problem, but the question who is better. Our focus is on how the consumption of content today's consumers, there is a tomorrow how they will spend. Finally, she Again, consumers will decide the future of the media industry.
Appendix: English text
CES: Live Blogging With Disney / ABCrs Anne Sweeney
Irm back at the Las Vegas Hilton Theater, where Anne Sweeney, head of Disneyrs (DIS) ABC Television networks is about to take to the stage at the Consumer Electronics Show. Consumer Electronics Assocation head Gary Shapiro comes on stage to introduce Sweeney. He plays a video showing snippets of ABC shows (Ugly Betty, etc.) < br> The Summary: Sweeney made several references to Apple and Intel, touting the importance of their products for promoting new ways to consume content. She hinted at possibly tying in the seasonal finale of widget on interactive television. There was a lot of paying respect to the consumer, and no news whatsoever, nor any new data on interactive media. Oh, well.
3:08: Our definition of media will change again. Winners will be determined by quality, functionality they bring to consumers. Itrs no longer about being first, but about being the best. Focus on how consumers use media today and how they will use it tomorrow. Respect and protection of intellectual property rights, and a great way to navigate content. Canrt do it without the innovative power of the companies represented at this conference. The consumer will determine our future. And shers off!
3:05: ABC Newsrs new app for iPhone and iPod Touch. Offered live mobile streaming of the election night, along with text alerts to phones. Facebook site was tied in for audience participation. Reporters filed dispatches on Facebook as they traveled with candidates. Seen huge changes in last few years in how content is consumed n from iTunes to Hulu to widgets on social networking sites. Changes in what kinds of content consumed. Full episodes of movies to mashups on YouTube. Havenrt yet seen how much content will be consumed and how much revenue will be garnered. But also indications is more opportunities to consume content increases viewersr appetite to consume that content.
3:02: New Ad Lab: state of the art research facility, opened in Austin, Texas last month. ABCrs short-form series based on a great example of content on new platforms. Roll video.
2:59: Just three years ago, were still debating the wisdom of putting video content on other platforms. Now it feels as if itrs always existed. Time-shifting and mobile viewing are now a part of popular culture and consumer expectations. Consumers have got to be top priority because werre following them into the future. The decision to sell stuff on iTunes upset people, but moved forward anyway. The introduction of the ABC player showed people will watch ads in return for free content. Number of episodes on iTunes in the tens of millions. And in the ad-supported player in the 100s of millions. Both models are successful.
2:56: Disney was a strong supporter early on of alternative platforms, points out Sweeney. 38% of wireless subs have a video-capable cell phone, she notes. 7.5 billion online video streams watched per month. But therers 4% more time spent watching TV last year than in 2007 . New viewing options arenrt eroding the audience, but changing the business. Because of DVR, not focusing on audience size anymore, but how many people watched a commercial. Also putting more content on VOD. on cable last year n on VOD. Disney / ABC now goes out to VOD, Sprint (S) and AT & T (T) customers. ABC.com is the ads to online viewers. Working to get digital content to viewers around the world. Closed more than 50 new media deals in 2008.
2:51: Sweeney is playing a video for Lost have embraced every opportunity to provide more content. Using the Intel widget for the seasonal finale could create a terrific way to connect with fans. The showrs kickoff is on January 21. So, Sweeney goes into a sneak peak of the premiere n for TV , and every other device where they will see it, she says. Roll video!
2:49: Potential to focus on just Good Mornign America and Lost: great content for Intel-enabled apps. Millions of viewers start their day with Good Mornign America, points out Sweeney. This lends the show to a number of apps to enhance the experience. Get more info on featured stories, express a viewerrs opinion about a show. Cooking shows could be enhanced with on-screen instructions and emailed to a computer or to a friend. Sherd like an app that makes Emeral Legassi come to her house to do the cooking. How about an app for the series finale of Lost next year. Fans of Lost have a huge appetite for more info about the show . Already developed two alternate reality games based on Lost. Also a short-form online series was developed last year based on Lost. It offered new content that was then incorporated into the storyline of the fourth season.
2:46: Need a new kind of convergence. Content providers, consumer electronics companies, distributors, advertisors n all of our futures are linked. Success will depend on ability to work together to develop new value, usefulness, relevance. Mentions Intelrs (INTC) newest innovation na single chip that compresses the entire power of the PC into other devices. It has a software platform for new applications for television. Intelrs decision to let other manufacturers to use holds promise for creative innovation and collaboration to develop what comes next for consumers. Many unanswered questions : legal questions, etc. But whatrs intriguing is potential to create widgets geared to our shows. May create opportunity for consumers to connect more deeply to content they watch.
2:40: Sweeney comes to the podium in a dark suit and pink blouse. She says navigate choices available to them. Digital devices are consumer content connectors, says Sweeney. The challenge is not to fight for business but to stay relevant by figuring out how to use the new platforms. Consumers turning to brands, services, devices that make their lives easier. Shers talking about first getting her iPhone: shers streamlined what she uses. Email, calendar, photos, weather app, because she travels a lot, streams ABC news, and keeps the phone loaded with ABC shows. She still has real-time stock tracking app h but she doesnrt seem to look at the stocks all that much anymore! But mobile is not just about content, itrs about a great user interface n simple and easy ways for people to find ; is). Apple (AAPL), she says, gets this fundamental fact: its UI is intuitive, and user friendly, so easy to personalize. Werre all consumers, all use these devices, all thrilled by devices with high quality user interfaces, and we abandon ones without them. Things that are ubiquitous have two things: great content, and easy navigation. Thatrs why TV worked, says Sweeney. If TVs had required 8 or 9 navigation screens and dropped the signal more often than not, I donrt think Ird have a job today.
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