Earlier this year I was very fortunate to be asked to take part in a conference panel at IBC 2010 alongside Colin Light and Phil Stokes from PwC and Jeff Hyams, Chief Strategy Officer at Mediaedge:cia. Before the panel debate kicked off in earnest Phil gave a very interesting summary of PwC's lastest Global Entertainment & Media Outlook.
Unlike many expert forecasts PwC’s outlook is based as much on consumer focus groups as it is on interviews with industry executives. As a result it contains some really interesting anecdotal consumer insights on the future of the media industry, as well as the more standard predictions on the growth or contraction of various parts of the media landscape. Phil included a cross section of comments from these focus groups in his summary presentation and these can be heard in the conference audio recording. It is well worth a listen.
The audio recording also includes the wider panel debate which covered a range of topics including the growing importance of mobile, the future of digital agencies and the challenge of monetising the growing digital audience from a media owner perspective. Given the different contexts of the participants this was not surprisingly a lively debate.
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