Where does value come from in the media evolving media landscape? In a medium rooted in the popularity of content, who or what is the source of media value? Does it lie in the properties themselves, or in what people do with these properties? Do creative companies create value or does value creation also occur on the consumption side, as audiences discover hidden potential in existing properties, make their own emotional and creative contributions to the mix, and spread the brand to new and previously unsolicited markets? Might we also see value as originating from those who simply sit and watch? “Attention” can be thought of as a core product produced by media companies – under advertiser-supported models, media properties attract audiences whose attention is sold to advertisers seeking to reach groups of people. While this is not always the case, the increasing significance of product placement suggests even goods sold directly to audiences are subsidized by the sale of their attention. Especially with the rapid emergence of user-created content, can we consider audiences participants in the creation of the value media properties hold? How do we account for the non-monetary value of media properties? How should gains from media value be distributed through the networks of creatives who collaborate in its production?
Panelists include: Rishi Dean – Vice President Product Strategy, Visible Measures; Anne White – VP Programming & Creative, PRN by Thomson; Anita Elberse – Assistant Professor of Business Administration in the Marketing unit at Harvard Business School; Renée Ann Richardson – Harvard Business School.
Moderator: Henry Jenkins, MIT
Image by VanessaO via Flickr / CC BY 2.0
