Communication media: Spain 2018

Résumé du document

Ordered by the Fundación Observatorio de Prospectiva Tecnológica Industrial (OPTI), Cathrin Pagel's 2003 foresight study intends to explore the future of traditional communication media in Spain [press, television, radio, the Internet] and draw their possible evolution until 2018. With the help of experts and professionals in the communication sector, the foresight research to help both the public and the private sectors to adopt appropriate strategies while tackling these challenges in the future. Consequently, it particularly focuses upon the various impacts of new technologies in this sector, which may force different media to adjust their business models and, at the same time, offer remarkable opportunities for a range of new specialized actors.

Extraits

[...] Ingenious branding and attractive advertising strategies are likely to remain financially the main keys to success. However, new income sources are expected to emerge. As far as the programming and content area is concerned, demand-driven approaches will supplant supply-driven ones. Internet success will foster a new set of accessible media, whose impact will encourage increased immediateness to journalistic investigation. This immediateness demands NICT[1]-accustomed journalists and is very likely to require flatter hierarchies. Distribution channels and organization of the value chain Experts are expecting a convergence process between distribution networks and the content creation industry. [...]

[...] Content distribution modes will also evolve and enable fragmented, specialized and customized content distribution. This will go along with a growth in supply of various free channels, interactive and creative ads, and on-demand distribution. Despite the coexistence of a wide range of technologies for content distribution, some obstacles lead professionals to think that massive use of digital terrestrial television and broadband technologies in Spain is unlikely before 2018 since their deployment has been rather inefficient. Consequently, public administration must encourage their implementation in rural areas as well. [...]

[...] With the help of experts and professionals of the communication sector, the foresight research to help both the public and the private sectors to adopt appropriate strategies while tackling these challenges in the future. Consequently, it particularly focuses upon the various impacts of new technologies in this sector, which may force different media to adjust their business models and, at the same time, offer remarkable opportunities for a range of new specialized actors. First, a conceptual model has been constituted to better study this multi- faceted object and its possible evolution. [...]

[...] On the other hand, the increased success of digital media is drawing a worrying future to for traditional ones, since it particularly appeals to younger audiences. Yet, the digital media skyline is far from cloudless; indeed, it means more precariousness and pressure on journalists since tools like weblogs suggest that they are no longer indispensable. Universities should therefore adjust their study programs to this trend, so that future journalists acquire enhanced technological competences and then keep on training to stay competitive. [...]

[...] Such media will therefore have to know perfectly their audience profiles for successful programming and advertising. However, experts still fear the persistence of cultural and social barriers that will slow down the deployment of this sort of media. Environmental Conditions According to experts, legislative developments will continue to evolve more slowly than technological progress and media will persist in being main transmission channel for the interests of different lobbies”. To sum up, here are the major conclusions pointed out throughout the foresight study: massive broadband access, demand-driven replacing supply- driven media, vertical integration of content creation industry and distribution channels, globalization and stratification of audiences, and opportunity to access various media via the same terminal. [...]