Entertainment Industry and Culture.pdf

Mobile Entertainment

Industry and Culture

A European Commission User-friendly Information Society (IST)

Accompanying Measures project IST-2001-38846

WP2 – Mobile Entertainment Interest Group

Deliverable D2.2.2

MEIG Workshop memo 2: Milan 4.10. 2003

Circulation: Public

Partner: U. Turku

Authors: Juha Wakonen

File name: mgain-wp2-D222-delivered

Status: Final version

Date: 17.2.2004

Executive Summary

This document is the deliverable D2.2.2, “Mobile Entertainment Interest Group workshop

memo 2”, and is part of the Information Society Technologies Project MGAIN – Mobile

Entertainment Industry and Culture (IST-2001-38846). The objectives of the project are:

- To understand mobile entertainment concepts and culture, including legal

and social aspects of mobile entertainment.

- To understand possibilities and restrictions of existing and emerging

mobile entertainment technologies (including wireless communication and

handheld devices).

- To understand the business models of the emerging mobile entertainment

industry.

- To benchmark the European situation with North America and Asia-

Pacific.

- To provide guidelines for industry and policy makers, including

instruments and incentives needed to encourage implementation of the

guidelines.

- To provide input for preparation of Framework Programme 6 in the areas

of mobile entertainment services and technologies.

This document is the workshop memo for the second Mobile Entertainment Interest Group

(MEIG) event held in Milan on the 4 th of October 2003 at the IST 2003 Conference. The aim

of the workshop was to mix representatives from each sector and ask them to present visions,

barriers and overlapping opportunities under the title “Cross- media entertainment as a driver

for IST take-up”. The goal was also to identify common ground from which cross-media

content and entertainment would be able to functio n in the future. The focus of the five

different representations was focusing on the barriers and opportunities between different

sectors of the cross- media entertainment. MGAIN gave one representation: Dr. Joanne Bryce

approached the question of cross-media from a regulatory perspective and specified few

regulations that might represent a barrier to the cross- media development and take-up. The

workshop was coordinated by Pascal Jacques from the European Commission and chaired by

Christian Fonnesbech from Congin (Denmark).

The workshop was opened by Mr. Fonnesbech. In his opening words and representation he

also addressed the question of how could cross-media entertainment seem from an audience

and content viewpoint. He focused on five imperatives that are relevant to each content

producer. In some ways similar issues were also included in the presentation of Steve Benford

from the Mixed Reality Laboratory at the University of Nottingham. Professor Benford

concentrated on the concept and the potential of pervasive gaming. He presented two

examples of games that mix online playing and real- life experiences: the first was game called

Can You See Me Now? and the other Uncle Roy All Around You .

Professor Peter A. Bruck from the Research Studios of Austria introduced three different

projects involving different research studios and focused on cross- media as a necessity. He

listed compelling lessons learned from different stages of content producing including the

relying on the established systems and the questioning the content depth of applications.

Professor Bruck also addressed the issues of usability and user’s emotional investment to

products.

The final presentation was held by Mr. Eugene Murray from European Broadcast Union. He

spoke from the perspective of the public service broadcasters and gave examples from

experiences on digital television. Mr. Murray also addressed the changes in value chains

when media broadcasters and producers are moving from analog world to the digital one.

While focusing on many problems and business issues of digital content producing and

multiple platforms, he also suggested actual solutions. As the other speakers Mr. Murray also

saw the key solution being the content.

Contents

Executive summary

1. The agenda

2. The presentations

2.1. Christian Fonnesbech: How could cross-media entertainment look from an audience /

content viewpoint?

2.2. Dr. Peter A. Bruck: What are opportunities inherent in this vision, as seen from the

level of European government?

2.3. Dr. Steve Benford: The potential of pervasive gaming for cross-media content

production

2.4. Dr. Joanne Bryce: What regulations will be a barrier to achieving these goals?

2.5. Eugene Murray: Cross-media and digitalisation seen from a broadcaster’s point of

view

2.6. Open discussion

1. The agenda

Milan workshop 4.10. 2003 – Venue Red 1 at the Fiera Milano Congressi Center

Cross-media entertainment as a driver for IST take-up (open to all)

Chaired by Christian Fonnesbech, Congin (DK)

1. Christian Fonnesbech: How could cross-media look from an audience /

content viewpoint?

2. Dr. Peter A. Bruck: What are the opportunities in this vision, as seen from the

level of European government?

3. Dr. Steve Benford: The potential of pervasive gaming for cross-media content

production

4. Dr. Joanne Bryce: What regulations will be a barrier to achieving these

goals?

5. Eugene Murray: Cross-media and digitalisation seen from a broadcaster’s

point of view

6. Open discussion. Comments and questions concerning the presentations

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