Global Agenda Council on the Future of Media 2012-2013
The media, entertainment and information industry has long held a role in informing, educating and entertaining consumers and citizens. Theoretical and normative arguments have identified media as the key source of information, particularly in democracies. However, the latest technologies, proliferation of sources and distribution channels, and changes in consumption habits have influenced how the industry creates, distributes and turns content into profit. In addition, whenever a new media technology appears, questions instantly arise about how the new tool will affect its predecessor; over time, the role and functions of media have changed dramatically and will continue to do so.
While continuing to innovate with respect to content, formats and business models, the industry has to balance its business survival with its societal role to uphold democracy and influence values and behaviours. Media, in general, and social networks and entertainment in particular, have recently demonstrated unprecedented influence in educating communities on political, social, health and environmental issues. As this happens more citizens integrate mobile devices further into their lifestyles, opening up opportunities for the media world to play a larger role in shaping the public interest, in political and social campaigns for example. The industry’s challenge is to find the right business models to ensure creative, high-quality content while still embracing the disruptive nature of participatory media.
- There are significant advantages to integrating content into social media platforms. By 2011, The Guardian Facebook news application was generating an average of almost 1 million extra page impressions a day. Similarly, Yahoo! News had a 600% increase in traffic coming from Facebook, with those connecting via Facebook also reading more articles than the average user.
- Arabic appears on less than 1% of the Internet, despite being the fifth most spoken language on the planet.
- In the United States, 98% of the online population engages in social networking; in Japan, this figure is 58% (ComScore Media Metrix, October 2011).
“Media companies still in business in 2050 will have had the courage to set aside past ways and identify future opportunities. The job of the Global Agenda Council is to help shine a light on the future, by including perspectives from many different stakeholders in its discussions. By including a diverse range of voices, we can help media businesses adapt to the changing face of their industry. Last year, I and other council members advised on the ‘Future of Content’ report; this is a tangible example of how GACs are helping to set the agenda for the years ahead.”
Robert Madelin, Director-General, Communication Networks, Content & Technology, United Kingdom
“Media is the driver for innovation and one of the most effective tools to communicate important messages is coming out of various Global Agenda Councils. Connected media will become the most important platform for our everyday life, at work, at school and at home. Thus, continuous innovation drives the global society and economy, putting media industry-at-large in the driver's seat. For example, media will drive the transformation of learning experience.”
Masa Inakage, Dean and Professor, Graduate School of Media Design, Keio University, Japan
Creative for Good – Best practices for public interest campaigns
The Future of Content
What if there was a global cyber pandemic?
Using social media to cut the road toll in the Middle East and North Africa
Road Safety Campaign
Media in Fast-Growing Markets
EU Media Futures Forum
Abu Dhabi Media Summit
9-11 October 2012
Abu Dhabi, United Arab Emirates
The Ad Council’s 59th Annual Public Service Award Dinner
14 November 2012
New York, USA
Mobile World Congress
25-28 February 2013
Speaking broadly, the Global Agenda Council on the Future of Media will focus on the future of the media industry as not only a dynamic force that shapes society and culture, but a major contributor to the global economy.
The Council is currently exploring ideas to highlight the ways in which the media industry has impacted the world, both culturally and economically. One proposal is to identify 10 case studies that provide concrete facts and forward-looking trends. Another possibility is an in-depth exploration of a key area where media can potentially play a transformative role, such as mobile learning. The results of such projects will initially serve as a resource for the other Global Agenda Council networks, and eventually for the broader public. The Council has also developed a repository of best practices for public interest campaigns, known as ‘Creative for Good’. See Further Resources for more information.
The Council has previously reached out to the Councils on Social Networks, Informed Societies, Future of Internet and Education. The Council places significant value on cross-council collaboration and will continue to work closely with them in the future.
The Council is also committed to supporting existing Forum projects, particularly the Hyperconnection Reality initiative. Specifically, Council members will lend their support to the Shaping Culture and Governance in Digital Media project by contributing research and conducting interviews.
Research Analyst: Stefan Hall, Global Agenda Councils, firstname.lastname@example.org
Council Manager: Annie Luo, Associate Director, Media and Entertainment Industries and Manager of Global Agenda Council on the Future of Media, email@example.com
Forum Lead: Diana El-Azar, Director, Media, Entertainment and Information Industries, firstname.lastname@example.org
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