Reading: Lederer, C. & Brownlow, M., ‘’A World of Differences’: Special Report: Global Entertainment & Media Outlook 2016-2020’. Price Waterhouse Cooper
I do believe there has been a shift from needing great content to be successful to needing great marketing and a space with great access to internet traffic. With a plethora of content out there, what seems to really matter is the visibility.
Whether Bill Gates’ essay “Content is King” has become outdated or not, I find it interesting to look at media platforms as a way of driving future change as opposed to the material within them alone. The type and structure of platform is important; who can access it, who can produce or consume content and how can these individuals interact.
Netflix CEO, Reed Hastings, has said that locally produced content is the future. This can be due to the familiarity of characteristics with local audience and media regulations that ensure a certain amount of screen time is dedicated to local audiences.
Different audiences are more supportive of some types of locally produced content than others. For example it seems that Australia is more support of Australian television than Australian film, with Australian television shows filling the top 10 ranks each year, yet Australian films only making up 3% of the domestic box office in 2014. Why is this? It might come down to an uninformed stereotype of what is to be expected in an Australian film, or it may just come down to limited release and lack of funding which does not allow them to compete with Hollywood blockbusters.
The more options we have as consumers the more room we have to curate our own media diet, and thus can consume a diverse range of things across a variety of platforms.