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: :FUTURE OF MEDIA: 
REPORT
: :
JULY 2008
 
We are entering the media economy. Thetraditional boundaries o the media andentertainment industry have becomemeaningless. Today almost everybusiness and social activity is a ormo media. An increasing proportion o our social interactions happen acrossmedia channels. Every organization isnow a media entity, engaged in creatingand disseminating messages among itssta, customers, and partners to achievebusiness objectives. As the physical economybecomes marginalized and economic valuebecomes centered on the virtual, mediaencompasses almost everything.
At the same time, many media organizations are experiencingsevere challenges, as content prolierates, audiences changebehaviors, advertising revenue erodes, and new competitorsemerge. Others are prospering as they tap switly growingsectors, leverage amateur content creation, tap the power o social networks, and scale production costs. Meanwhile adjacentindustries such as telecom, nancial services, mobile phones,consumer electronics, proessional services, and even automobileare becoming media participants.Each year Future Exploration Network runs the Future o MediaSummit, linking Silicon Valley and Sydney with video and cross-continental discussions, and launches an accompanying report. The striking impact o the 2006 and 2007 Future o Media Reportsmeans this year’s report has a lot to live up to. We are condentthe new rameworks and ideas we are contributing will againprovide substantial value.Over the last years we have helped many media organizationsdevelop and implement eective strategies. We thrive on helpingcompanies to create the uture o media. However it is alsoexciting to take these issues and conversations into a broadersphere. Welcome to the conversation.Ross DawsonChairmanFuture Exploration Network Partners
: :FUTURE OF MEDIA 2008:
PARTNERS
: :
Strategic Partners
Page 2
: : FUTURE OF MEDIA :
REPORT 
: :
JULY 2008
WELCOME
 
0 10 20 30 40 50 60 70 80 90 100
PhilippinesSouth AfricaSouth KoreaJapanIndiaUK BrazilRussiaChinaUSA
%
0 2 4 6 8 10 12 14 16 18 20
US$ billion
Fastest growing advertising markets 2007 - 2010
Source: Zenith Optimedia01002003004005006002005 2006 2007 2008 2009 2010
    U    S    $    b   n
InternetCinemaOutdoor TelevisionRadioMagazinesNewspapers
Global advertising revenues
Source: Zenith Optimedia
SIZE OF GLOBAL MEDIA ANDENTERTAINMENT MARKET IN 2024:
$US 5.7 trillion (2008 dollars)
Source: Future Exploration Network 
Media, entertainment, and related industries are positioned at the center o massive globalgrowth. The current positioning o some media companies in a rapidly changing marketmeans they are not experiencing this upside. Others are doing abulously well in tappingpeople’s almost insatiable desire or content and connection. In this report we explore thegrowth and opportunities available to all participants in the vast landscape which is media.
SIZE OF GLOBAL MEDIA ANDENTERTAINMENT MARKET IN 2008:
$US 1.7 trillion
Source: PricewaterhouseCoopersPage 3
MEDIA: A GROWTH MARKET
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