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MEDIA &
ENTERTAINMENT
INDUSTRY UPDATE
MARCH 2017

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WELCOME
... to TrendWatching’s Media &
Entertainment Industry Update,
exclusively for TW:Premium clients.

This update offers an unmissable opportunity

to unpack the innovations impacting the media
and entertainment industry. The Feature Trend,
CELEBRATION NATION, explores how smart brands are
championing national heritage for a global market.
Note: When viewing the kickass innovations from page 6
onward, look out for the trend tags! Each example is labeled
with its related mega-trend (listed below), followed by the
corresponding sub-trend.

Chosen from the 100+ trends you have access to as a STATUS SEEKERS HUMAN BRANDS
client, it’s backed up with best-practice examples to
BETTERMENT BETTER BUSINESS
inspire your own trend-led innovations.
YOUNIVERSE UBITECH

Enjoy and good luck! LOCAL LOVE INFOLUST

PLAYSUMERS FUZZYNOMICS

EPHEMERAL PRICING PANDEMONIUM

SEE ALL MEDIA & ENTERTAINMENT
INNOVATION EXAMPLES ONLINE » HELPFULL POST-DEMOGRAPHIC

JOYNING REMAPPED

March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE premium.trendwatching.com

 CELEBRATION NATION
In 2017, consumers look for media brands that can help
them share and celebrate their unique identity

March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE premium.trendwatching.com

 LOCAL LOVE:
CELEBRATION
NATION »
In 2017, consumers look for media brands that can
help them share and celebrate their unique identity
Marginalized consumers across the
globe are keen to flaunt and export their
national and cultural heritage. Symbols,
lifestyles and traditions that were
previously downplayed, if not denied,
are being preserved or modernized to
become a source of pride for domestic
consumers, and – through the lens of
media and entertainment – of interest for
global ones.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
WHY NOW?
RESILIENCE IN CRISIS
Falling oil prices, public spending cuts, corruption
and conflict still figure within the consciousness of
many nations. How to help in the struggle? Provide an
outlet of resilience that encompasses unity, identity
and pride.
CULTURAL CAPITAL
It’s not all crime and crises, though. Increasing
prosperity and rising middle classes provide
emerging markets with a stage to share
their traditions and heritage with the world.
One outcome? This new swathe of consumers will
endorse brands that bolster their nation’s cultural
capital, as a source of status.
A LINK TO THE PAST
Newly-emerged markets embraced the faster
and faster world of global consumerism – and
that includes the way media is digested. But as
the battle between hyper-globalization and local
tradition rages on (see WORLDS APART for more
on that), brands that provide vital links to cultural
heritage – in any context – will truly resonate with
consumers.
YOUR RESPONSE?
LOCAL HEROES
Whether it belongs to a small town, tribe or
minority, if you want to be the first to take an
under-appreciated culture and celebrate it, look
for and work with local heroes – charismatic
individuals who best represent the unique history
and values of the locality – see how ANO did just
that in Ghana.
SUPPORT THE SOURCE
This trend isn’t about cultural exploitation by
outsider businesses. When Netflix commissioned
Love Alarm, Chon Kye-young (the web series’
original creator) worked with producer Jaemoon
Lee. The key takeaway? Invest in the community
and lay foundations for future generations.
CELEBRATION DISTRIBUTION
Celebrating a culture within its individual context
is one thing, but bringing it to global attention is
another thing entirely. The reaction to Snapchat’s
Black History Month stories highlights how
globally-minded citizens appreciate accessible
ways to familiarize themselves with cultures that
aren’t their own.
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 CELEBRATION NATION
In 2017, consumers look for media brands that can help them share and celebrate their unique identity
ANO
Kiosk-style gallery
tours African country »
Touring Ghana from November 2016, art collective ANO‘s
kiosk gallery is a traveling pop-up space displaying interactive
artworks and cultural artefacts. Created by Ghanaian writer and
filmmaker Nana Oforiatta Ayim, the kiosk-style space is typical
of informal, semi-legal structures in Ghana. The kiosk is touring
ten locations across the country, with the exhibition changing to
reflect each place, displaying films, photos, documents, letters
and artworks.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
GOVERNMENT OF UKRAINE
Language quotas imposed
for Ukrainian radio stations »
In November 2016, the Ukrainian government passed a law
requiring all Ukrainian radio stations to play a set quota of
state-language songs. Every day, at least 25% of songs must be
in Ukrainian, increasing to 30% in the following year and 35%
the year after that. Additionally, radio and TV broadcasters must
ensure that 60% of their programs are in Ukrainian. President
Petro Poroshenko took part in a social media campaign
encouraging people to share their favorite Ukrainian song.
Ukrainian is the official state language, however the majority
of people can speak Russian too.
NETFLIX
Netflix announces its first
original Korean series »
Netflix announced its first TV adaptation of a Korean webtoon
in January 2017. Written by graphic novelist Chon Kye-young,
Love Alarm will feature twelve episodes. Due to launch in 2018,
all episodes of the cartoon-based romantic drama will be rolled
out simultaneously, in over 190 countries including South Korea.
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 CELEBRATION NATION
In 2017, consumers look for media brands that can help them share and celebrate their unique identity
ART PARIS ART FAIR
French art fair focuses on
African creativity and culture »
Q1 2017 saw the Art Paris Art Fair announce the guest of honor
for the event’s 2017 edition. Africa has been designed as the
guest of honor, with the aim of working with artists and galleries
from the African continent and diaspora, as well as highlighting
African contemporary culture and creativity. The Paris art fair
includes events such as video projections, a symposium and
special projects, with tickets priced from EUR 25.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
SNAPCHAT
Snapchat filters celebrate
Black History Month »
Celebrating Black History Month in February 2017, Snapchat
unveiled a selection of geofilters and launched a campaign
encouraging users to share their experiences. Via the app’s
Young, Black and Proud story, people were invited to share what
made them proud, with featured content curated by Snapchat.
The geofilter could be added to images or videos by users living
in cities including Atlanta, Chicago and New York, as well as
those at historically black colleges such as Howard University.
HALLA WALLA
Middle East gets its own
emoji and sticker app »
February 2017 saw the launch of Halla Walla; a keyboard emoji
and sticker app that captures the conversation of the Arab and
Khaleeji lifestyle. Created by two Dubai residents, the mobile
app features characters, nostalgic themes and GIFs, along with
text bubbles containing colloquial Arabic phrases. Available to
download in Arabic and English, the app costs AED 7.29 )GBP
1.99).
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 EXPLORE
THE HEATMAPS

CELEBRATION NATION
in the Media &
Entertainment HeatMap
* Feature exclusive to PRO accounts

Our Industry HeatMaps aggregate thousands

of Trend Mapper search results to show you the
mega-trends that other professionals in your
industry are focused on.

Use them as a source of data-driven foresight,

and validate your strategy against the collective
intelligence of the 4500+ members of the
TW:Premium Service.

Based on Trend Mapper search results,

CELEBRATION NATION falls under LOCAL LOVE and
REMAPPED, the eighth and sixteenth most-searched
for mega-trend by peers in your sector. This trend
represents consumers’ desire to show off and
celebrate the heritage that makes them unique.

March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE premium.trendwatching.com

 15 KICKASS
INNOVATIONS

March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE premium.trendwatching.com

 POST-DEMOGRAPHIC
NEW NORMAL
DEAR ZINDAGI
Bollywood movie takes mental
health issues mainstream »
A Bollywood movie released in November 2016 highlighted
mental health issues; an area still largely taboo in India. Directed
by Gauri Shinde and starring Alia Bhatt, Dear Zindagi (‘Dear
Life’) is a coming-of-age story about an unhappy young woman
facing up to psychological problems with the help of charismatic
psychologist Dr. Jehangir. The Hindi-language mainstream movie
was critically acclaimed and welcomed by the country’s medical
profession.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
HUMAN BRANDS
SUBVERSION TACTICS
C A R D S AG A I N ST H U M A N I TY
Party game creators raise money
to dig ‘pointless’ hole in America »
November 2016 saw irreverent party game Cards Against
Humanity launch Holiday Hole: a humorous stunt inviting people
to donate money to dig a huge hole in the ground in Illinois.
According to the brand’s website, the hole is located in ‘America.
And in our hearts.’ The digging of the hole was livestreamed
on a dedicated website, and once the money ran out, the hole
was filled back in again. Within two days, the brand raised USD
100,573 to dig the hole.
UBITECH
HUMANS: RENEWED
SPOTIFY
AI used to recreate
late rapper’s music »
In November 2016, Spotify unveiled a song which was created
using artificial intelligence. The rap track “Neural” was made by
analyzing lyrics of the late Brazilian rapper Sabotage, to recreate
styles and themes characteristic of his music. Sabotage’s family
and friends reviewed the song before it was recorded by the
group RZO and released on the music streaming platform.
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 BETTERMENT
ETHICAL EDUCATORS
MEC GLOBAL
Media agency’s bot teaches people
about their unconscious biases »
US-based media agency MEC Global invited visitors to its
Facebook page to converse with a bot that teaches people
about their unconscious biases. For one week in December
2016, the bot sent users a message each day inviting them to
take tests covering different topics. Tips were offered on how to
tackle unconscious biases, and participants were encouraged to
overcome these with shareable phrases such as ‘question their
own assumptions’ and ‘be brave enough to be uncomfortable’.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
POST-DEMOGRAPHIC
TRIBEFACTURING
LEGO
Lego launches mobile
social network for children »
Launched in the US in November 2016, Lego Life is a mobile
social network aimed at children under 13. The free app requires
users to create a Lego mini-figure avatar and they can then
receive a personalized news feed including pictures, videos and
quizzes. Members can post comments using Lego-themed emoji
(to prevent bullying, text comments are not allowed), and upload
their own Lego creations. Content is moderated by Lego to
ensure no personal information is shared on the site.
EPHEMERAL
SNACK CULTURE
KEMET
Educational radio shows broadcast
at Cairo’s subway stations »
October 2016 saw the launch of Kemet: a radio station
transmitted via the Cairo Metro’s public address system.
Broadcasting every day, Kemet transmits short, six-minute
programs on subjects such as culture, history and economic
development. The shows have been designed to suit all ages
and backgrounds, while avoiding topics such as politics and
religion. Kemet also broadcasts information about the subway
service, and is on air from 7am until 1am daily.
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 STATUS SEEKERS
STATUS STORIES
SYDNEY OPERA HOUSE
Opera house gives fans the
chance to buy a walk-on role »
The Sydney Opera House has launched a unique initiative
for fans of the opera – the chance to buy a walk-on role. From
January 2017, customers can purchase an exclusive part in
the chorus of one of three operas: Carmen, La Traviata or La
Boheme. For AUD 4,999 (around USD 3,833), participants can
visit the studio, attend a rehearsal, be fitted with a handmade
costume, have their hair and make-up done and then join
the chorus on stage for at least one hour during the live
performance.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
JOYNING
CROWD-EXPRESS
ELLE & WAKE FOREST UNIVERSITY
Musician’s album
inspires course syllabus »
January 2017 saw the launch of A Seat at the Table Syllabus: an
online syllabus framed around the 21-track album by Solange
Knowles. Founded by a group of US-based academics from
North Carolina’s Wake Forest University in partnership with ELLE
magazine, the website invites women of color aged aged 16-30
to contribute texts, music, and artworks. The syllabus is based
on the album’s themes, including race, gender, sexuality, and
relationships.
PLAYSUMERS
FAKETASTIC
ALE
Space entertainment company offers
on-demand artificial meteor showers »
In December 2016, Japanese space research and entertainment
company ALE announced JPY 700 million (USD 6 million)
funding to develop its on-demand meteor showers services. The
showers are created using micro-satellites packed with pellets,
which are released in space and create artificial meteor showers
as they burn up on re-entry. Visible to spectators across 200
kilometers, the Sky Canvas Project is set to launch in 2018.
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 POST-DEMOGRAPHIC
(F)EMPOWERMENT
QUEEN GIRLS
Storybooks for girls feature
non-stereotypical women »
Available from 2017, the Queen Girls line of storybooks feature
girls who behave outside of stereotypes and follow their dreams.
Bessie, Queen of the Sky is the US-based publishing collective’s
first book, telling the story of Bessie Coleman, who was the first
African-American woman to receiver her pilot’s license. Other
stories focus on real-life characters who will encourage girls to
find their passions and be self-confident.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
EPHEMERAL
UNPLUGGED
UA E G OV E R N M E N T
Government’s law makes
reading a daily habit »
In November 2016, the UAE government launched a new law to
encourage people to read. Under the National Law of Reading,
babies will receive books and government employees are to
be given dedicated time to read during work hours. In addition,
coffee shops will be required to offer books to their customers,
branches of libraries will be open in malls and all books will
be exempt from taxes. The aim of the initiative is to encourage
the private sector to invest in the establishment of libraries
and cultural centers as well as to ensure that reading is part of
people’s everyday lives.
HUMAN BRANDS
BRAND BUTLERS
PORNHUB
Porn site introduces online
sexual wellness hub »
In February 2017, Canada-based pornographic video-sharing
website Pornhub launched an online resource aiming to provide
users with information and advice. Headed by sex therapist
Dr. Laurie Betito, the Sexual Wellness Center website covers
sexuality, sexual health and relationships. People can also use the
site to contact Dr. Laurie directly with questions and comments.
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 PLAYSUMERS
VIRTUAL EXPERIENCE ECONOMY
MAN'S DEFENDER
Novel is printed alongside
dedicated VR app »
The printed version of an Indonesian novel is to be published
together with a VR app. Due for release in March 2017, and
ideally viewed using VR goggles with a gyroscope sensor,
readers will ‘see’ locations around the world visited by the novel’s
protagonists. Written by Maisie Junardy and Donna Widjajanto,
and published both in English and Bahasa Indonesia, Man’s
Defender is the first of a trilogy of books.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
HELPFULL
SYNCED SERVICES
CO F F E E M E E T S B AG E L
Dating app’s features
improve offline experiences »
DateSpots and Mixtape are two online apps from Coffee Meets
Bagel, which are designed to improve dating experiences.
The US-based dating app’s new services launched in January
2017, and are available to use for free. Via Mixtape, singles can
create a Spotify playlist of songs for themselves and their date,
while DateSpots is based on Yelp’s API to help people find a
venue for their first date. Both users can select preferred bars
or restaurants, for example, and DateSpots then shows the best
matches – displaying only places that are well-rated and have a
romantic ambiance.
LOCAL LOVE
WORLDS APART
HI FROM THE OTHER SIDE
Online service matches people
with opposing political opinions »
Launched in the US in November 2016, Hi From The Other Side
is a newsletter and matching service which aims to help resolve
the difference between those who voted for different sides in the
US election. Free to use, people sign up using their Facebook
account and give a few details about themselves; when a match
is found, the pair are introduced via email and invited to start
a conversation. Participants also receive a conversation guide,
explaining how to communicate and make the experience useful
and meaningful.
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 DON’T FORGET
Innovations that inspire new products, services and
campaigns can come from any industry.
Check out these eight examples and get inspired!

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 AUTOMOTIVE BEAUTY & PERSONAL CARE FOOD & BEVERAGE FINANCIAL SERVICES

MINI LE’JEMALIK SALON BURGER KING EMIRATES NBD

Car manufacturer launches creative Beauty salon for Muslim women opens Fast food chain's combo meal Digital-only bank designed for
maker space » in New York » designed for seniors » millennials »

MOBILE & TELECOMS NONPROFIT & SOCIAL CAUSE RETAIL TRANSPORT

CHANGHONG STAMPS FOR GOOD PROPULSE AIR FRANCE

Cellphone features molecular scanner » Charities supported via corporate email Deep learning system claims to be able Airline’s sneaker promotion encourages
communications » to predict online shopping habits » kids to visit their parents »

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2017 Trend Report »
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featuring the key trends and game-changing
innovations to spur your strategy for the year ahead.
March 2017 MEDIA & ENTERTAINMENT INDUSTRY UPDATE
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