Media transformation. VTT Media seminar, Innopoli Prof. Caj Södergård, VTT Technical Research Centre of Finland

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1 Media transformation VTT Media seminar, Innopoli Prof. Caj Södergård, VTT Technical Research Centre of Finland

2 2 Today, after more than a century of electric technology, we have extended our central nervous system itself in a global embrace, abolishing both space and time as far as our planet is concerned. Marshall McLuhan, Understanding Media, 1964

3 3 Content Internet trends Smart interaction Impact on media Mainstream and social media

4 4 Internet The web Connects information Online social networks Connect people Social connectivity

5 5 Internet multisensory Multisensory web Connects knowledge and senses Interaction with human senses The web Connects information Online social networks Connect people Social connectivity

6 6 Internet multisensory network of minds Multisensory web Connects knowledge and senses Network of minds Connects knowledge and people Interaction with human senses The web Connects information Online social networks Connect people Social connectivity

7 Source: Wikipedia 26/09/ Technology is the driver Moore s law: Exponential growth

8 Source: Wikipedia 26/09/ Technology is the driver N=2 C=1 N=5 C=10 N=10 C=66 Moore s law: Exponential growth Metcalfe s law: Network value (number of users) 2

9 9 Interact smarter with your environment Smart Interaction in Mobile and Media is a new VTT focus Machine vision is VTT s key technology Applications : Hybrid media Mixed reality Public displays Surveillance People logistics VTT s scene analysis

10 10 VTT s and UPM s Hybrid media chair Loadspeakers Video display Camera Marker

11 11 Next Media: Augmented reality in content and advertising Develop and test a Mobile City Guide Use Augmented Reality on mobile terminals and AR glasses Utilize open hyperlocal data Find a sustainable business model Next Media project Research partner: VTT Company partners: Sanoma Kaupunkilehdet, Undo, Forum Virium, Sanoma Digital

12 12 Idea: Second life of the future: Life in Mirror World (MW) 3D visualizations following time of the year time of the day, weather Time-varying content, e.g. cars and people, based on real monitoring data Sharing objects/artifacts 3D scanned, recorded, etc. by a mobile phone Adding avatars as representatives of users Controlling real-world devices in MW Life in Mirror World (cf. mirror image as a copy/reflection of the real world).

13 13 VTT s core: Tracking objects with camera Marker based Accurate & fast marker pose estimation, with error concealment Marker fields, defined manually, or autocalibrated Features: optical flow tracking, hiding of markers, etc. Markerless Tracking of 2D templates, or 3D features ("SLAM") 6 DOF tracking, using 3D model based initialization ISMAR tracking competition: tied winner (2010), third (2011) First competitor ever with mobile phone solution (2010)

14 14 How is technology impacting the media industry?

15 15 Media migrates into Internet Technology: Mobile terminals, wireless broadband, fast fixed lines Changing media behaviour (especially young people). People want to control their media consumption (how, when, where) want to maximise the value of their media choices behave similarly as comes to print and TV content The current downturn in economy accelerates the migration

16 16 Media advertisements are dropping Source: TNS Gallup, August 2012

17 17 in all categories except Internet ads Verkkomainonta: Display + luokiteltu + hakukone + luettelot + Facebook: 6,2 % kasvu Source: TNS Gallup, August 2012, IAB

18 18 Publishers are learning how to get money from digital Combo model: getting the subscriber to upgrade to digital Helsingin Sanomat: about 1/3 of subscribers pay 3 /month extra for the Combo Important to get the same content on all channels (e.g. for second house residents) Pay-wall: Read n articles free, then pay New York Times, Helsingin Sanomat, Risk: Fewer readers -> lower ad income Occasional web surfers problematic Tablets are attracting digital ads People are more involved on tablets than on PCs

19 19 Source: Kaisa Aalto,Next Media seminar

20 20 Important to know your customer Go deeper than circulation numbers, viewing hours and web views Follow the media habits during the day (cf Personal Media Day in Next Media) Track multitasking Mobile phones can track behaviour (e.g VTT s Lifeliner) A loyal customer is willing to pay also for digital content

21 21 Personal Data Ecosystem VTT s view

22 22 Mainstream media and networked minds News diffusion can be analysed on a massive scale (meme tracking) E.g. analysis of 1.6 million mainstream media sites and blogs (90 million articles) -> news items appear in blogs with a 2,5 h delay Social network analysis can reveal new insights on people s relations (e.g. voting behaviour) Topic mining and automatic story writing already in use Source: J. Leskovec, L. Backstrom, J. Kleinberg, 2009 Source: Olli Parviainen, 2011

23 23 Summary Internet evolves exponentially into a network of minds We interact with machines and environment in rich ways Media migrates into Internet and money can be made Mainstream media has to find its place in the emerging network of minds

24 24 VTT - 70 years of technology for business and society