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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
1
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
.
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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.
3
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
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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
5
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