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The consumer media landscape is radically changing. Consumers are increasingly calling the shots: they use Apple iPods to make their own music playlists. Personal video recorders allow them to customise television line-ups. They come together in online communities, generate their own content, mix it, and share it on a growing number of social networks. No longer a captive, mass media audience, today’s media consumer is unique, demanding, and engaged.
In this emerging environment, content and services are overflowing while consumer time and attention remains limited. A new approach that helps consumers maximize their limited time and attention to create a rich, personalized, and social media environment is needed. PricewaterhouseCoopers calls this approach Lifestyle Media; it is the combination of a personalized media experience with a social context for participation.
This report analyses the impact of convergence on the video content, communications, advertising, and audience measurement industries and provides a road map for companies seeking to engage the new media consumer. Our goals in this report are to inform and stimulate discussion among industry participants about the ways in which convergence will create and destroy value. This report takes an international view of markets where entertainment, communications, connectivity, and services are converging.
