Content and presentation will be keys to success in the digital media market into the 21st century.
Werner Lauff, president and chief executive of Bertelsmann Broadband Group, told delegates at Mipnet 2000 yesterday: "Content is king; it was and always will be. But context will change in terms of production, delivery and new devices - you can only survive if you put content into the new context."
Less people will read newspapers as connectivity becomes better, he predicted, which means content providers will have to learn to customise their content to fit consumer demands.
"They will get their news from mobile devices linked to broadband. Consumers are not going to wait for news, they want customised news sent to them every two hours," he claimed.
The same will apply to book publishing, music and TV, Lauff attested.
"You will have to think in Cs - connectivity, communication, convenience, communities, customisation, commerce and convergence. The killer applications will be those that are interoperable and work across mobile phones, organisers, TVs and PCs. A medium that looks like the TV, but works like the net," he said.
But he advised companies against merely dabbling in multimedia or launching ecommerce initiatives without thinking them through properly. "Don't try to do a little multimedia unless you can launch a whole service like AOL. Ecommerce is a big opportunity, but nearly all shopping sites fail because they are too complex," he said.
But Lauff believes the future is rosy for publishers and producers. "Where would manufacturers and network operators be without content and creativity," he quipped.
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