Future of Media Report 2008 - Ross Dawson

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: : FUTURE OF MEDIA : REPORT : : JULY 2008WELCOME: : FUTURE OF MEDIA 2008 : PARTNERS : :Strategic PartnersPartnersWe are entering the media economy. Thetraditional boundaries of the media andentertainment industry have becomemeaningless. Today almost everybusiness and social activity is a formof media. An increasing proportion ofour social interactions happen acrossmedia channels. Every organization isnow a media entity, engaged in creatingand disseminating messages among itsstaff, 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 proliferates, audiences changebehaviors, advertising revenue erodes, and new competitorsemerge. Others are prospering as they tap swiftly growingsectors, leverage amateur content creation, tap the power ofsocial networks, and scale production costs. Meanwhile adjacentindustries such as telecom, financial services, mobile phones,consumer electronics, professional services, and even automobileare becoming media participants.Each year Future Exploration Network runs the Future of MediaSummit, linking Silicon Valley and Sydney with video and crosscontinentaldiscussions, and launches an accompanying report.The striking impact of the 2006 and 2007 Future of Media Reportsmeans this year’s report has a lot to live up to. We are confidentthe new frameworks and ideas we are contributing will againprovide substantial value.Over the last years we have helped many media organizationsdevelop and implement effective strategies. We thrive on helpingcompanies to create the future of media. However it is alsoexciting to take these issues and conversations into a broadersphere. Welcome to the conversation.Ross DawsonChairmanFuture Exploration NetworkPage 2
MEDIA: A GROWTH MARKETSIZE OF GLOBAL MEDIA ANDENTERTAINMENT MARKET IN 2008:$US 1.7 trillionSource: PricewaterhouseCoopersSIZE OF GLOBAL MEDIA ANDENTERTAINMENT MARKET IN 2024:$US 5.7 trillion (2008 dollars)Source: Future Exploration NetworkMedia, entertainment, and related industries are positioned at the center of massive globalgrowth. The current positioning of some media companies in a rapidly changing marketmeans they are not experiencing this upside. Others are doing fabulously well in tappingpeople’s almost insatiable desire for content and connection. In this report we explore thegrowth and opportunities available to all participants in the vast landscape which is media.Fastest growing advertising markets 2007 - 2010Source: Zenith OptimediaGlobal advertising revenuesSource: Zenith OptimediaUS$ billion0 2 4 6 8 10 12 14 16 18 20600USAChinaRussiaBrazilUKIndiaJapanSouth KoreaSouth AfricaPhilippines0 10 20 30 40 50 60 70 80 90 100%US$ bn50040030020010002005 2006 2007 2008 2009 2010InternetCinemaOutdoorTelevisionRadioMagazinesNewspapersPage 3
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Future of Media Report 2008 - Ross Dawson

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