Oops – I didn’t immediately realise that I was sharing a panel with a digerati – a highly accomplished pioneer and visionary of the digital world. And did he get us to think outside the idiot box!
His name is Mark Pesce. He is one of the early pioneers in Virtual Reality.
The co-inventor of VRML, he is the author of five books and numerous papers on the future of technology. Now based on Sydney, Australia, he is a writer, researcher and teacher.
During the OUR Media 6 panel discussing how to safeguard community interests in the era of digital broadcasting, he was emphatic that broadcasting as we know it is doomed.
“The mass mind is not going to last. The sooner broadcasters recognise this, the better,” he said.
The broadcast model of one-way, point-to-multipoint, passive distribution of content is endangered by the digital revolution. The age of hyperdistribution has already dawned, and that is going to wipe out conventional distribution models sooner than later.
Hyperdistribution is audience-driven distribution of films and television programmes. The economics of production and distribution of media have changed radically – can film-makers adapt to the new rules? This is the question that Mark posed in talk given at the Sydney International Film Festival in Jube 2006 – listen to audio recording of his talk.
The near future of content distribution is in Internet-enabled, user-driven and often mobile devices. Already, two billion people – almost a third of humanity – walks around with mobile phones. These will provide new pathways to peddle new types of content to more audiences than ever before.
The film-making and TV-producing communities need to wake up to these new realities, Mark said.
His blog, Hyperpeople, is full of fascinating insights and extrapolations. Here’s one short extract:
Television producers are about to learn the same lessons that film studios and the recording industry learned before them: what the audience wants, it gets. Take your clips off of YouTube, and watch as someone else – quite illegally – creates another hyperdistribution system for them. Attack that system, and watch as it fades into invisibility. Those attacks will force it to evolve into ever-more-undetectable forms. That’s the lesson of music-sharing site Napster, and the lesson of torrent-sharing site Supernova. When you attack the hyperdistribution system, you always make the problem worse.
In May 2005, he wrote in an article titled Piracy is good? How Battlestar Galactica killed broadcast TV:
Television broadcasters owe their existence to the absence of substantially effective competition. When you’re dealing with real-world materials that are in naturally short supply – whether diamonds, oil, or broadcasting spectrum — a cartel can maintain and enforce its oligopoly. But when you’re working with media, which exist today as digital ephemera, bits that can be copied and reproduced endlessly at nearly zero cost, broadcast oligopolies are susceptible to a form of “digital arbitrage,” which can hollow-out their empires in an afternoon. Hyperdistribution techniques are more efficient than broadcast networks for television program distribution.
Read my other post on the OUR Media Forum on the community use of digital spectrum
Open Minds! 