New digital content possibilities: directions for commercial and business clients
Recently, Temasek Design School had the opportunity to host Vincent Lim as an external examiner for the Final Year projects. With his industry experience and insights into New Media, he was asked to share his views with our students on this subject.
With digital content convergence and the availability of cheaper, faster and more powerful technologies, bandwidth and media platforms, big players like broadcasters and media companies may not control the media space anymore. The media space is more competitive than ever, and options are no longer limited by the number of channels on your remote control or TV set. We now can view content on media devices that never existed 5 or 10 years ago. Viewers have more options than ever. They are highly networked, and can assess a lot more new content through easier means. They want to create their own content, and they want others to watch and comment on their content. Viewers do not wish to be just a passive audience anymore. They want to PARTICIPATE. Furthermore, they are no longer waiting for content. They want it as and when they want it — anytime, anywhere.
What does this mean for commercial content then? It means they will have to be of better QUALITY than ever before to engage the audience. Media content providers must also learn to adapt in this new environment by understanding and meeting the expectations of the new generation of audience. The content must be constantly updated, relevant to their daily lives and delivered in a way that allows them to INTERACT not just with the content, but also with each other about the content.
Even as we manage to cater to this new generation of viewers, the media space is constantly changing and with further innovation. An entirely newer generation of viewers — with newer tastes and requirements & ever hungrier for newer content — will be born in the future. Yet, somehow, each generation of content providers is almost always able to meet the expectations and demands of its own generation of audience. Content will always be in demand. It is how you package it and deliver it.
Vincent Lim Jit Kwang
Big Communications Pte Ltd