Featuring Ashley Swartz, principal of the New York digital consultancy Furious Minds, and former head of the interactive television practice at Digitas. Here are some notable quotes from the video:
@5:51: “Change is afoot and we all need to get ready for it, the question is how, and I think one of the biggest topics of conversation has been that somebody is going to bear the burden. Everyone’s fighting against one another, digging their heels in. The reality is that we collectively, as an industry, within media content and advertising, all share responsibility to serve the consumer. Because at the end of the day the consumer will always outsmart us.”
@10:06 “The reality is that audience behaviour, and their consumption, is changing faster than technology providers and network operators can keep up, and that has put us all in a substantial conundrum. Advertisers don’t know where to go to reach an audience, they don’t know where the audiences are going; because, they are moving so fast and they are on so many devices. No one has really figured it out, and there are a lot of challenges that lie ahead.
@10:35 “There needs to be a sort of rally cry to innovate and not protect. We’ve learned time and time again, with the music industry as a great example, that protection as tactics do not work. Play nice boys and girls, and you will win as a result. Or you’ll blow up.”
The convergence of telecommunications, computing and the media. This is not TV.
The business model we use moving forward creates an all access platform for creators, sponsors and the audience to come together harmoniously. This is a cooperative model and design moderated by the creators. Language is an important tool in the development of this platform, this community. Terminology and semantics are at the root of the next generation Internet. The next stage of development involves a redesign of the telecommunications industry which will have a fundamental impact on the global economy with ripple effects into every other industry.
Progress forces us to share a vision for the future requiring a collective paradigm shift. This fundamental change allows us to re-build our economic structure into a platform that supports the advance of our society both culturally and technologically.
The design of the notTV project embraces the current Internet system while introducing a new Internet system effectively bridging the gap between the world as we know it and the world of the future. This includes blueprints for hardware and software technologies weaved into the business model and embedded into a social economic system. Utilizing existing designs and technologies; this project builds on what we currently know and understand. Success is derived from a behavioral shift in how we conduct business with one another; a shift in thinking to work collaboratively, not competitively.
There are many stages of development, requiring a full-time team to bring this project into the light. At this time notTV continues to seek a co-founder with financial support. Until then we continue our slow and steady progress building the business model [it seems] everybody is looking for.
Right, bloggers are fueling the economy aren’t they?
They are definitely driving the marketing shift. Where do you go for your information?
Um, Youtube.. actually not really. I just use Google. Really, I think we can find anything on the Internet.
Yes, and where do the search engines typically go?
Well, to blogs generally. They’re the cheapest and easiest websites to setup. Plus, I keep reading about how new businesses need to offer knowledge and information to stand apart from the crowd.
Right, and how many competing experts are there?
Competing? well, I don’t really think anybody competes on the same level.. we all have a unique perspective to offer the world.
And how many areas, or niches if you will, do you suppose there are for these experts to occupy?
Jeez, there must be thousands.
Whoa, I guess..
How do you get your information?
You mean other than searching for it?
Facebook… but I guess that counts as friends.
It’s a website, it counts. Where else?
Well, Twitter.. I get some of my information from Twitter.. oh and mailing lists, I’m subscribed to a few.
Magazines, newspapers. Flyers and Billboards. They all direct me to the Internet.
And how do you find out what’s happening in your community? Close to home.
My community association sends out a printed newsletter every month.
Do you read it?
So, how else do you find out what’s going on?
Ya. I’m always riding the bus.
Okay, well what about TV?
I don’t watch it.
Too over dramatic.. too showy.
You don’t watch the news?
How do you get your news updates?
Well, the Internet. I know it will tell me what I need to know.
But how do you know what to look for?
I don’t… I mean, if something’s going on that’s a big deal then I’m sure I’ll hear about it on Facebook or something.
What if the Internet went offline?
Ya right, like that could happen.
It’s a possibility.
Well here’s the idea,
NotTV -> News
A 24×7 live broadcast of news that matters.
Reporting on technology, science, internet business, health & food industry, and stories reflecting positive world change.
Since the Internet is global it spans every time zone and never sleeps. The clock we would display on our news channel would be a map of the world showing a vertical strip indicating where the sun is shining with the other areas being illuminated in tiny dots representing cities and areas currently connected to the Internet.
The News Broadcast is to be delivered live using a P2P technology. With archive packs being distributed via torrents every hour.
This is to be an unbiased look at the world we live in. The mission is to provide an objective look at the real world. And if aliens were to land on Earth we would all know at exactly the same time.
Wow, sounds complicated.
And that’s not all.
No, there will also be channels much like television.
Channels? What kind of channels?
A food channel for example, with cooking shows
How do I put my cooking show on there?
Create an account and upload it.
Yes, but fair warning – all content uploaded is pre-screened for quality.
What does that mean?
It means your show has to be professional and broadcast quality.
What if I don’t know how to make a show broadcast quality?
If you are serious about making the show, then we will help you.
Yes, we want you to succeed. And if we can help that’s what we are here to do.
Awesome, so where do I start?
Start with the producer training portal. It will take you through the basics, which you can skip if you know it.
What kind of basics?
Stages of production, crew, equipment, legal matters (includes insurance), financing, and getting started.
Wow, that sounds intense.
We suggest you get post secondary education in the field if you really are serious about the profession.
Where can I go for that?
We have a list of associated schools and programs. Find somewhere in your area. Or you may be interested in studying in a new location. I highly recommend Calgary, AB. It’s in Canada and there’s no place like it. Located just an hour’s drive from the Rocky Mountains you’ll enjoy the friendly atmosphere and exciting weather.
That sounds like a shameless plug.
It could be. But I didn’t mention a particular school..
You lost me.
It’s all good. Go surf the web.
** Editor’s Note: NotTV is currently under development. For more information please email: travis [at] nottv.ca