DPP report shows media industry failing to spot true tech trends, including in sports broadcast
The Digital Production Partnership (DPP) has published a new report arguing that the media industry has failed to focus on the trends that matter most. Why We Get Trends Wrong (And How To Get Them Right), looks at the technology trends that have caused a buzz around trade shows, conferences and media companies over the last ten years. It finds a strong focus on innovations that claim to change the very nature of media, while missing the profound changes in consumer behaviour that are actually transforming our industry.
“As the hype around virtual reality (VR) subsides I realised it was just the latest in a long list of innovations that claimed a whole new kind of creativity,” said DPP managing director and author of the report, Mark Harrison. “And I wondered why we have paid so much attention to such technologies, while the transformative impact of the smartphone gets barely a mention.”
So Harrison researched the technology trends that have gained the greatest attention in the media sector since 2010, and found some clear patterns.
“We seem to be distracted by any new device that seems to alter the form of audio visual content,” he said. “And at the same time, we seem reluctant to address just how much new consumer behaviours, from binge viewing, to vertical video, to live streaming, are requiring us to completely reengineer our business.”
Harrison commented on how the sports broadcast arena is doing in the trend spotting area: “It is interesting to see the growth of specialist providers such as Perform Group and Grabyo who have taken advantage of such passions to find new opportunities for sports, and sports related content. In many ways these developments feel more eye catching and significant than, for example, experiments in sports-based second screen apps a few years ago, or interactive sport (eg, pick your own camera angle) or VR and 360 sports coverage.
“There seems to be a growing body of evidence to suggest that sports fans don’t particularly want interactivity or form-altering technologies,” added Harrison. “But what they do want is high quality, time-sensitive, editorialised content around a huge diversity of sports, delivered when and where the fan wants it.”
Ge continued: “Many of the conclusions from our report on trends to seem to apply in sports. There is a reasonable case for saying that sport and high quality drama are the two most powerful and influential genres for consumers. Both have proved very strong drivers in the consumer passion for streamed video, often consumed on the move.”
The findings from this work were presented by Mark Harrison at the HPA Technical Retreat in Palm Springs, 23 February 2018.
The report is available for DPP Members to download now.