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Saturday, December 29

The Future of Entertainment

Just read my blog friend Neil Perkins's detailed post on the 'Future of Entertainment. Since many of the trends 2008 pieces in the Indian media-sphere have been quite vapid and vacuous, catching up on this post was quite a relief...

Neil, allow me to quote from your post and salt & pepper it with my India-centric thots.

1. Entertainment is becoming more fluid and flexible, interactive and active, individually defined, networked, varied in time, location and place...

2. Growing affluence underpins higher expectations. Even children have increasingly sophisticated demands. They are not confined by traditional constructs of consumption!

Just this morning, my 4 yr old son, Neo asked his Nani for a 'real mobile'. He was specific & assertive - 'Khilona nahin chahiye. Baat karna hai'!! Our own expectations from customer service, vacations, lifestyle, fashion & technology brands have grown exponentially and continue to do so...

We are all on a hedonistic consumer treadmill. We need better experiences to give us the same or less kick!

3. There is a powerful role for the shared collective experience (seen currently in the growth in live music, and strong demand for sports viewing).

This is one area where we cud spend some time in 2008. Brand conversations, activities and planned actions largely happen with a one-to-one marketer mind-set.

4. Networks of communication are already ubiquitous but our understanding of their full potential and operation is still pubescent. But huge potential exists beyond the blogging phenomenon and current popular networking sites for evolving forms of creativity and expression.

Ad agencies will take a while understanding the potential of community communication here in India. My guess is that media agencies, digital out-fits and new web based entrepreneurial companies, small and mid size will show the path. Then maybe the large networks will wake up and shake up!

5. A growing proportion of the population is and will be consistently multitasking. According to this research, people are currently fitting in more than 7.2 hours of additional activities into the average day!!

- How do I calculate how many more hours did I pack in my day in 2007??
- So do we do MGFs(Multi Tasking Group Discussions) now to elicit new behavioural patterns?
- And how do we measure attentive eye-balls!:-)
- How does it impact the 30 sec commercial, or the viral video.
- Do we need a new guy, say called the Media Landscapist to do the thinking around this subject...

6. The ‘new meaning of luxury’ is about time oases and getting away from it all. And reinforces the long term demand for the ‘bring it on’ realm of media-delivered entertainment on TV and magazines, as well as creating interesting links to the ‘cult of the home’ with home as primary site for downtime, in our busy, choice-overloaded daily lives...

- Hey, this trend I had predicted in 2002-03( pre blogging days). Had written a piece called the 'Division Economy' back then. Maybe it was ahead of its time. LOL
- Will this new time oasis be age dependent?
- Is it a big enough business to leave my planner job and jump into? LOL

Thanks Neil for getting me thinking as always and Happy New Year buddy!


NoillyP said...

Interesting perspective Manish. Thanks for adding an india-centric view...

Smiling Dolphin said...

media landscapist? well well.....!