Futuretainment: The Asian Media Revolution (Mike Walsh) – ETech08

Components of Asian Media Revolution: Futuretainment

Internet in china is predominantly about entertainment – onine music & film. Email is roughly 50%, unlike in US.
94& positive about entertainment as primary internet experience.
Email is moving to IM in Asia. Chat, peer-to-peer, and games. Not email and business.
TV in China sucks (obv). Marketers are having to use web content channels for advertising.

Mobility is a lifestyle, not just a device. More mobiles than internet pc’s. More people access internet through mobiles than through pc’s.
Digital TV is standard in Korea, China, Japan. TV is viewed on mobiles. Integrated with GPS.
Half top-selling fiction in Japan last year was published/written on mobile.

“We are who we pretend to be”.
QQ IM has over 240 million users. Users have 6-digit numeric ID, not names.
Mixi (invitation-only social net) priveledges real identity. Mobagetown is social net that forbids real identity.
Highly constructed virtual identities and relationships. People act out parallel roles and existences.

Very common across Asian media consumption.
Too many friends in social nets. Cyworld – Korean social net. “Ilchon”: internet friend (Korean).
Asia has a strong formality of social structure. Where do you fit? Where you fit determines how much access you have into someone’s life.
Strong networks can turn small blog posts into national news. Ex. Starbucks in Forbidden City; Nailhouse campaign.
Changes the balance of power. 72 million blogs in China with 36% active. Many female. 1 in 4 users in China have a blog and publish regularly.
Entertainment, upload/display of pictures. Powerful platform to share content.
Group buying: 100’s hit a store and demand discoutns on a particular item.
Continual overlap of high-tech & low-tech. Ex: skyscraper construction using bamboo struts instead of scaffolding.
Hi-tech is treated in a very common way.
Thailand urban park: internet cafe on steroids. Screens everywhere.
India has explosive growth in mobile phones. Internet is a sleeping giant.

Virtual economy boom in China. QQ coins are a virtual currency. Chinese bank has issued warning out of fear that QQ coins may destabilize national currency. Entire parallel trade in virtual items. Virtual economies cross-over and directly impact real economies.
Mobagetown: buy a real Coke, scan QR code, and get a virtual Coke in Mobage game world.

Mobile devices can show status. Online status is very important. Naver is most popular Korean search engine, has built huge database of people answering questions. Driver is the status that comes from answering questions.

Sony Advanced R&D Facility: device that tracks your location, notices deviations in your path and flags content generated on that day as special.
Popular mobile sites are often giving directions and info.

Media density is much greater than in the West. Eye tracking of Asian users is much greater and more dense.

Chinese netstars get huge sponsorship deals. Bloggers, virtual characters, web stars find huge fame. Democratizing. Edison Chen took photos of all his naked starlet friends. His laptop went in for repair and found the photos. Hong Kong police cracked down and started arresting people. Mass protests against censorship ensued. Chinese want thyeir content.

Entertainment product consumption in Asia is all about instant gratification. Tudou.com is streaming more minutes of content than YouTube. Hosting copywritten content whose distribution is limited by major providers. Again, democratizing content for instant production & engagement.

Audience networks: the connectivity of audiences, not broadcast networks. The future of entertainment.
Taiwan Tv show, Blackie/Woo. How long you stay on the show is determined by how much traffic your web/sms receives.

How many Asian models of use are being transplanted to the West? Quite a bit. Much western content appears to be lifted from Asian sites.

Middle age & older consumers? Common in Japan and India, more of a youth phenomenon in China.

[Ed note: It’s fascinating to see the expansion of the self across social nets. Virtual identities allow multiple selves and fabrication of imagined/idealized identities. The flip-side is a fragmentation of the self or a denigration of the meat self.]


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