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« Living in an experience economy | Main | Its no longer demographics »

June 08, 2005


Oliver Starr "Stitch"

Tomi, fantastic and astute post. I blogged it over at

This was a great catch and something I hadn't thought about before. Now, though, as I see it presented here, I realize that as other sources of reveneue disappear, and as consumers become more used to interacting with media, it is inevitable that this trend will not only continue but grow. I sincerely hope that the networks and programmers always retain some control, though; otherwise a worst-case scenario (as described in my post) could come to pass...Thanks again. Thought provoking, interesting reading.

Tomi Ahonen

Hi Stitch,

Welcome to our "Dominate" Blogsite. Am very happy you liked the piece, I'll come over to your blogsite also to post a comment.

That principle of generating unique services and content for the 4th Screen is spreading, and I think it much mimicks earlier media, in their introduction. Like TV, it was originally called visual radio, picture radio etc. This pushed all thinking to start from a radio perspective, and to adapt any radio content to TV. Thus we had the news, sports, drama, comedy and concerts that were already staples of the radio broadcasting industry.

What makes TV unique, things that cannot be communicated via radio, were not known. Today we know that the compelling unique content on TV is seeing the person's expressions, the emotions. This is the hook to reality TV, talk shows, game shows etc. But originally when the BBC launched, its newscasters were under guidelines that they could NOT show their faces when reading the newscasts. The thinking at the time - and coming from a radio mindset - was that the VOICE of the presenter was the "news" and if the TV viewer were to see the anchorperson, then the viewer could be distracted from the seriousness of the news. Funny, with hindsight, that one of TV's strongest attributes was initially suppressed.

We are now experiencing the same kind of expansion to our understanding of what makes mobile video different from broadcast TV (and different from internet video). The mobile phone is our most personal digital device and we always have it with us. It is physically within our reach at all times. That makes it the perfect interaction tool. The mobile phone has a built-in payment mechanism for micropayments, that allows for "easy" service-creation for billable low-value content (extra episodes, bonus materials), and most of all, the mobile phone is our preferred means of other people contacting us, meaning it is the perfect tool for community services. Want your car review programme viewers to share the funny clip of the latest comparison? The mobile phone allows instant sharing of content, and sharing of emotion (just watch me on any given Sunday during a Formula One race).

Dominate !

Tomi Ahonen :-)

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