I couldn’t help but add a 2nd post after stumbling across Tweet Beat a World Cup Twitter application that allows you to control the flow of information according to specific teams or groups you follow. It even has a speed control!
Now – integrate this into streaming video.
As corporations continue to attempt to get their head around this idea of new media, it is important to first understand what distinguishes New Media from the Old.
New Media, in general, has come to be described as the amalgamation of a number of different traditional media touch points with the interactive capabilities of computers and digital devices. One of the most important factors to remember is that, a TV show on a really nice, new HD television is NOT new media. It is merely traditional media being transmitted through a more modern, technologically advanced device. Now, if that HD television displayed a show that allowed you to interact with it in some manner – whether it be through Facebook, Twitter or some other sort of on-screen interaction – then we could give it the coveted title of “New Media.”
We are slowly seeing this occur in online video consumption, and was reminded of that today while watching the England vs USA world cup match on cbc.ca. CBC.ca has a great online application (on Facebook and Twitter) called Pulse of the Nation that allows users across Canada to vote for their favourite team in the World Cup. This application is placed directly under the viewing panel on the World Cup section of CBC.ca. During the half time break, it was interesting that they were actually showing an image of what was occurring live online on the video screen and in their twitter feed. And when I say interesting, I mean a rather sad step in the right direction. This is really a bizarre attempt to mash traditional media with new. Does it not seem ridiculous to anyone else to watch a video of someone else surfing the web, while you’re surfing the web yourself?
EMBRACE new media fully and implement this interactive functionality directly into the programming!! Don’t make me watch you do it and then have to go and find what it was you were showing me. Break all conventional thinking of what TV should be! While traditional TV will still be around for some time, it is really the job of networks and programmers to change the way people think about TV. There is NO reason it should be a one-way conversation anymore. I appreciate the twitter and facebook feeds that are starting to arise and how people are using them to interact with TV programming – but, isn’t it time to integrate it all??
I’ll finish this post off with a prediction from Twitter indicating they expect their traffic to DOUBLE during the World Cup as fans from all over the world express themselves after every goal, save and upset. But what does this mean? Who is listening? What effect does it have? More importantly what effect could it have?
Imagine your tweet combined with the collective tweets of the world actually made some sort of impact? On the flipside from an advertising and brand point of view – this consumer information is priceless beyond belief. Get on it – there is a world of change happening before our eyes.
Where better to start, than to understand the definition of some key terms I am interested in exploring.
The first of these being:
Technological Convergence: …the tendency for different technological systems to evolve towards performing similar tasks. This definition can be elaborated on to refer to previously separate technologies such as voice (and telephony features), data (and productivity applications) and video that now share resources and interact with each other, synergistically creating new efficiencies
While we are certainly seeing this occur in the method in which we currently consume media, whether it be TV, Print or Online – some key areas we are not seeing it occur is the method in which marketers, especially those born of huge corporations, are promoting the equity of their particular brands. There is a certain amount of static promotion occurring whereby brands will promote digital and TV independently of each other, thus not being truly convergent in nature. In fact this phenomenon could be considered divergent, because a singular marketing/brand idea is being pursued in two different media (the Old: TV and the New: Digital) in completely different ways.
A key question I hope to explore within the pages of this blog is: How can Mega Brand Marketers better embrace the natural convergence of media that is occurring, rather than resisting it and creating a divergent tension?
Next post – we will explore some specific examples of this, as well as further defining the idea of Old and New media.
Day One. For Months now I’ve had ideas bubbling and been meaning to start up an outlet/forum for the many ideas and discussions I have had in relation to New Media Convergence.
This is it. Day One. Welcome to jeffberez.
I hope to take bring myself and anyone who cares on a wild ride through New Media Convergence.