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Future of Media

Panel Chair:

Thomas Wiegand
Professor, Head of Image Processing Department,
Fraunhofer HHI, Germany

How media shapes our lives today and how things may change in a decade’s time will be the focus of this Panel. Questions such as how modern technology will enable user interactions with media and what changes are ahead will be discussed. How will information be acquired, paid, and distributed in the future. What is the impact of ubiquitous connectivity and connected users on future developments. How do user interfaces and immersion change the way we use and experience media. The speakers in this panel will all concentrate on a particular aspect of media and its future and these will then be brought together in our discussion.


Date Time Location
Thursday, 24 May 2012 14:00 – 16:00 Salon Rotterdam


Thomas Wiegand
Professor, Head of Image Processing Department,
Fraunhofer HHI, Germany

Title: Immersive Media
Abstract: A number of immersive media technologies that are currently being researched are presented. An immersive environment is described that currently consists of a high-resolution cinema screen. The video projection system is based on a 6Kx2K resolution system, which is projected onto a panoramic screen with a curvature of 180° and a radius of 4m which also equals the typical viewing distance. We report experiences with such a high degree of immersion. While the system started with 2D video, stereoscopic 3D has been added to the viewing experience with objects that can be seen as if they would hover at 2m distances in front of the screen. The immersive viewing system is combined with a spatial audio system allowing the positioning of a sound source anywhere in the room. This system represents a unique combination of immersive technologies. Future plans include the integration of a touchless user interface.
The above showcase exemplifies one future direction of media: immersion. Technology allows for high resolution and 3D displays as well as spatial audio. A new quality of experience will be enabled when we are immersed into the system without boundaries. Then, displays that cover entire walls will be like windows allowing for a new quality of interaction.


Lorraine Cichowski
CIO, Associated Press, USA

Title: The Impact of Technology on the Business of News Media
Abstract: Particularly in the case of U.S. newspapers, mainstream media have suffered steep drops in audience and advertising revenue since the digital shift accelerated in 2005. Before digital options began to proliferate, readers and viewers typically turned to newspapers and television for their news, which was gathered and presented at fixed times of the day by professional journalists. Today, an increasing number of people search for news online, on their schedules – through websites, mobile applications and tablets. Millions bypass search and news websites altogether and rely on social media – including Facebook and Twitter -- for their daily news information.
Newspapers and other mainstream media expected digital ad revenues to make up for declines in print revenues. But they haven’t kept pace. An increasing number of publishers now are erecting “pay walls” to charge for news content that has been free. Opinions are split on whether paid subscriptions to digital news make sense.
In this talk, we will discuss why newspapers and other mainstream media have struggled to create products and business models to take advantage of digital technologies, even though they have the brands, ability to create content, sales relationships and marketing muscle.


Leo Kärkkäinen
Distinguished Scientist, Media Technologies Laboratory,
Nokia Research Center, Finland

Title: Creation, Sharing and Consumption of Content on Mobile Devices
Abstract: Unprecedentedly, the ubiquitous accessibility of mobiles has removed many of the barriers that existed in high quality content creation. With skill, one can produce good audio and video on mobiles.
The social consequences of easy recording and sharing are only emerging, the implications of easy recording in publishing, in media content control and in preserving individual privacy will be significant.
Also, the type of the content is changing. Cinemagraphs are redefining the line between a movie and still picture. Interactive light field images will react and sharpen at time of viewing rather than at the time of picture taking. 3D imaginary is taking its first steps, just to show that one needs more to produce the real immersive experience. It has become evident that future media content has interactive elements - like 3d-audio that takes into account the listener's head movement, and images that refocus by gaze control.
It is hard to realize interactivity in mass media, like a movie theater, but for individual, personal devices this can be achieved. A display that is small to carry, but large to look at is needed. There are multiple options for this, a foldable, a rollable device, a personal pico-projector, or near-eye display that is carried like eyeglasses could be used for interactive, maximally immersive experience.
In the talk I will address what could be the ways of recording and sharing future media content, and what kind of devices could be used to consume it.


Varadharajan Sridhar
Research Fellow, Sasken Communication Technologies, India

Title: Future of Media: A Two-Sided Market Perspective
Abstract: Technology convergence has enabled provisioning of media in various forms (books, video, and audio) to wide range of devices such as Smartphones, Tablets, Laptops, Car infotainment systems, Computers and Televisions. There is also a paradigm shift in the delivery of media through a simple one-way broadcast network to networks of networks. There are strong complementarities and network effects between the media content, smart devices, and network access service especially as more and more wireless broadband networks and smart devices are getting deployed worldwide.
The talk will focus on the “Two Sided Market” structure of this phenomenon, examining the cross side network effects between content and media providers on one side and the consumers on the other side, bridged by a platform provider – proprietary or otherwise. There is often a money side and subsidy side to this two sided market. The talk will focus on pricing and bundling strategies of device vendors, platform providers, media owners and mobile operators. These also affect whether the media is targeted at niche marquee users or a larger audience this bridging the digital divide and providing social inclusion.
The talk will also explore the future of such two sided markets and provisioning of Quality of Experience and analytics as key feature for the electronic media for successful adoption. New technologies and business models that are likely to evolve to enable adoption will also be discussed.

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