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As a broadcaster, you grew up in the mass communications era: a time in which anonymous receivers of text, sound, or image (newspaper, radio, or TV) could impossibly pay for content, as nobody knew exactly who used what content. Even so, there was a need for content, which is why innovative companies of that time went looking for solutions. At the same time, the possibilities for mass production grew, and companies were looking for new ways to reach more customers. The link was made quickly. Broadcasters came into being, who programmed all relevant content, and in between offered time for companies to advertise their products. Advertising became big. Brands became big. And broadcasting networks grew big too!
With the commercial entry of the Internet, more than 10 years ago now, the foundation was laid for a change in the media landscape which hasn’t really been felt until now. Brands can now communicate directly with their customers, and offer them (through broadband) a much richer experience than has ever before been possible through commercials. Consumers can choose their own content themselves, even TV content. Until recently, ‘new media’ could develop separate from ‘traditional media’, but the real change in the media landscape has only just started.
The mature media context in 2015 will be completely different from today’s media context. In my vision, an important function of the broadcasting networks will disappear: programming content and commercials for consumers. Consumers however will still feel the need for a pre-selection of content, and this is where I see opportunities for you. In my vision, entertainment coaching brands will evolve, who help us to select content anywhere in the world. And for music, the ‘digital troubadour’ will assist us. It is a different way of thinking, which offers plenty of opportunities. Earlier, I wrote an article about this in Broadcast Magazine , titled Slimme entrepreneurs van vandaag zijn de mediabonzen van morgen (Today’s smart entrepreneurs are tomorrow’s media bosses, Dutch).
If you have a vision of the developments of media and brands in the future, it is easier to make the right decisions today. It then is easier to choose your strategy. I can assist you in this, by giving a tailored presentation at an inspiring location, by facilitating a workshop, or putting together a training (in cooperation with partners) for you and your colleagues. From experience I know it might take a while for all the information to sink in, but after a while you will not be able to think differently any more!
To discuss your options, please call me at +31 621 567 657 (GMT +1), or e-mail me through the form on this website.
“ Erwin facilitated a workshop for our customers in which he combined two well-loved topics 'New Media' and 'Co-Creation' splendidly. After an interactive lecture on developments in the media-, marketing- and brandlandscape we got to it with the new co-creation process for events. Within an hour, we had a wall full of ideas, structured in our new way of thinking, and concrete points to work on the next day. Great!”
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Contact: Erwin van Lun, +31 621 567 657 (GMT +1), print@mensmerk.nl