Doha: Understanding the impact of rapid technological innovation on the global media ecosystem is the focus of the second in a series of occasional papers recently published by Northwestern University in Qatar (NU-Q).
In Disruption, Digital Innovation and the Entertainment Revolution, Michael Joseloff, Vice-President, Marketing, Fortune and Money Group, Time Inc., helps contextualise how developments in digital and mobile video, multiscreen distribution, big data, the programmatic advertisement marketplace, native advertising, social media and other technologically-driven phenomena have and will influence the trajectory of media-related industries.
“The occasional paper is a snapshot of the communication landscape in the midst of disruptive forces and trends that are once again reshaping media,” said Joseloff.
“Media institutions and enterprises are constantly evolving, but contemporary disruption is happening at an accelerated pace, with companies disappearing as rapidly as new ones come along.
“The paper is not meant to be a definitive road map; rather, it aims to inspire further exploration, study, professional development, conversation and debate.
“We hope the paper will serve as part of a continuing conversation about the meaning and consequences of disruption for students entering the media and communication industries,” said Everette E Dennis, Dean and CEO, NU-Q.
“Today, one’s survival in media depends on more than fitting in at a legacy media company; it relies on navigating through and engaging with sweeping change that is, in fact, the future.”
Joseloff’s paper expands on his September 2014 NU-Q lecture in which he outlined media disruption across four domains: content, storytelling, distribution, reach, monetisation, value and build, marketing. Drawing on his experience at Viacom, the A&E/Lifetime entertainment group, and Time Inc., as well as third-party analyst research, Joseloff examines how ongoing technological innovation is affecting structure, operations and content of media industries, including Internet platforms, publishing, cable and motion picture. He also discusses how traditional and new media enterprises and services are vying with each other for consumers’ time and attention.
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