Already today the media industry is already shaped by the plurality of systems employed for delivery of their content. For a given type of content usually there is a primary delivery system, typically inherited by the media company from another age, but that main delivery system is more and more supplemented by other delivery systems that serve the purpose of making available the same or modified content with different features (resolution, on demand, pay, interactive etc.).
In 10-15 years more delivery systems will appear further decreasing the effect of this cultural legacy. Content will be prepared for distribution based on its features and delivered over the systems that will be more convenient for the specific features.
Media companies should just continue their work but with a
mind set geared toward the expected outcome and a constant ability to fine tune their behaviour based on the
signals coming from the market.
A second area of attention is
the constant appearance of new media technologies enhancing and extending the user experience. An example of former is higher resolution pictures made possible by new presentation devices and new compression standards and an example of the latter are full blown 3D pictures that will offer new experiences blending synthetic and natural content.
Media companies should
tread a fine line balancing actual experience of new technology without over-investing in any.
Leonardo Chiariglione
