Martin’s Weblog

I Never make Predictions and Never Will: Media Predictions For 2009

Many comment that in our on-line activities will leave little past, however it is certainly true that our recent past is better documented that ever before. You can access my twitter activity from this time last year here is my first tweet for example and you can see all my past blogs including my Predictions for 2008 to see how good, bad or ugly they were.

William Gibson’s quote “The Future is Already Here – It’s Just Not Evenly Distributed” is a powerful and practical idea for working out what is going to happen in the short term – extrapolate the current edge and current trends. Things usually get smaller, lighter, easier, cheaper and more functional and common place – computers and telephones are good examples of this. We must also beware of technological determinism – we have to consider the complex interaction of contextual factors (economy, culture etc) that can change the “trajectory” of any extrapolation.

Using my crystal ball to throw the light of the recent past into the near future – it all seems quite cloudy to me and everything I see is on-line. The big theme for the year will be on-line everything and as more go on line network effects will cause more to go on-line resulting in an explosive growth in on-line activity. Despite of (or maybe even due to) economic problems 2009 could be a significant year for the information age – when many 20th century physical industrial activities are moved on-line.

Let’s try to focus some of this.


The industrial processes of the 20th century to represent, distribute and consume information will continue to disappear – information is intangible anyway and so is ideal for on-line virtualisation.

Audio: Audio set the example of how information can move away from the physical the stories of Napster and iTunes are now history and the Nokia music service of 12 months unlimited free perpetual but protected downloads takes this model almost as far as it can go. With music content “infinitely” copy-able and accessible monetization has to move to an incidental model of distribution deals and sponsorship.  The SeeqPod service indicates that on-line streaming/access could be a significant development. It will always be useful to have off-line copies of your favourite music but the advantages of streaming are there for everyone. For consumers there can be an “infinite” range to listen to on-demand without management – just search. For the industry on-line listens can be instrumented (pun intended) and monetised with “incidental” and direct marketing. There is of course better control – music can be published free at source (e.g. from Sony), with the publisher monetising through “incidental” services but also allowing 3rd party API and streaming access for downstream services. I like the concept of on-line downstream “radio stations” such as, Lastfm and Pandora. Indeed Pandora offers an excellent example of the benefits of the on-line model in driving further interest by what could be described as audio surfing.

Video: Youtube and the iPlayer provides good examples of what we might expect in video. iPlayer has many advantages (on-demand view) especially with the BBC “transmitting” live on the net via iPlayer. Youtube in particular has become such a mainstream distribution method – standard TV channels, organisations, political parties and of course individuals are all there (e.g. BBC, Channel 4, Obama, Google and have a look at the Governator).

Words: Newspapers and magazines all have good on-line presence and for many their on-line activity is increasingly necessary and important. Pew research finds that the Internet has overtaken newspaper as a source of news for many people and for young people the Net is the main source of news. All the newspapers now offer excellent RSS feeds and various incidental services such as reader and journalist blogs, podcasts and various systems interfaces for systems such as Facebook and Twitter for example.  The New York Times indicates how “newspapers” may develop – with the news of their API development program to “make the NYT programmable. To start 2009 the NYT release Represent – it mashes geographical information with various web data to present information about the politicians who represent geographical areas in New York. Books I feel will also succumb eventually – the physicality of a book (cover, typeface etc) are much like the physicality of old vinyl records. During 2008 e-book readers became a lot better and the advantages for industry and consumers over paper became tangible. Although the e-book reader really is useable now it is another purchase and item to carry around and look after – I would prefer to access an books on my smartphone or laptop/netbook. I think that e-books will break the market in for consolidation onto standard equipment – a prediction for 2010 I recon.     

MASH Media

I can’t resist it but in 2009 “the medium is the message” (sorry). Possibly the biggest development in media will be the way it all gets mixed up – once they all share the same medium then they can mix and match. 2008 has seen the start of this and it is becoming increasingly common – 2009 will see a lot more of this. Already in 2008 we see newspapers with plenty of additional media content – the Guardian tech weekly for example has audio, video, blogs, Facebook, Twitter etc and text – the Bivings Report indicates just how active Newspapers are on the web – e.g. all have RSS feeds, 75% accept comments on articles and most now have free access.  Cross platform media outlet Current indicate how media may develop – in their US Election coverage they have been combining video coverage with input from Twitter, Digg and 12seconds.TV.

All this and I haven’t even covered how Youtube is going live and HD.

The message is – if you want media you need to get on-line.


January 4, 2009 - Posted by | ICT, media, predictions | ,

1 Comment »

  1. I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!

    Comment by Ben Waugh | January 4, 2009 | Reply

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