MyMedia

The MyMedia Scenario envisages a world where IPTV becomes the driving force for TV distribution, and WebTV and PC concepts come to dominate. This scenario is arguably the most anarchic, of the four, where consumers take charge of the media they consume and of the devices and distribution platforms they use.In this scenario broadcast TV diminishes in importance as a content distribution mechanism, and the internet connected PC becomes the primary device around the home through which consumers access programming.

In certain groups of viewers and consumers this behaviour is beginning to have a significant impact on the traditional business models that have governed the mainstream media for many years. This scenario is typified by the consumption of content via emerging online channels such as the now common social networking websites, and through legitimate and illegitimate Internet TV, video and file sharing services and across a range of screen based devices. It is where the voice of the consumer reins supreme, where they are quick to filter out content which does not fit their highly tuned and specific tastes.

Questions:

Who is making the journey?

What are they doing with content?

How does this affect their core TV viewing?

Is everyone making the journey together or in the same way?

Are there journeys or outcomes that Channel 4 can exploit?

Which provider makes sense to consumers, and how does this vary by type of consumer

What’s the commercial model?