ニュースリリース
News release 【Japanese】
2015.11.30
第12回 メディア環境研究所フォーラム「トランスフォームするメディアビジネス」開催
Future Media Business Concept Announced at the Twelfth Institute of Media Environment Forum
フォーラムレポート
Forum Report
トランスフォームするメディアビジネス 求められる3つのアクション
2015年、メディア環境の今後に大きく影響するであろう3つの変化がありました。
まず、生活者のメディア接触動向では、一日のメディア接触時間の383.7分のうち、スマートフォンや携帯電話、タブレットといったモバイルデバイスからの接触時間が1/4を占めるまでになりました。今、多くの広告主が、この生活者のモバイルシフトという変化に強い関心をよせています。
そして、動画ビジネスにもビッグニュースがとびこみました。この秋には、放送の見逃しプラットフォームがたちあがり、また、定額制の動画プラットフォームサービスも相次いでローンチ。放送だけでなく、ニュース報道や出版の世界でも、動画の導入が進んでいます。生活者と動画の関わりの変化を、多くのメディア関係者が注視しているのです。
さらに、毎日のニュースでは、IoTやAI、ロボットなどの新しいテクノロジーのトピックを目にしない日はありません。一見、メディアとは遠い関係にみえるこれらの変化もまた、これからのメディアビジネスに関わりがあるのではないかと、メディア環境研究所は考えました。
たくさんの変化が押し寄せる今、私たちはこれからのメディアビジネスをどのようなフレームで理解すべきでしょうか?また、その未来に向けて、私たちメディア事業のプレイヤーに求められるアクションとは何でしょうか?第12回メディア環境研究所フォーラムでは、「トランスフォームするメディアビジネス」と題して、メディアビジネスの大きな方向性について発表いたしました。
The media business is expected to undergo massive changes as a result of new, stronger desires among “sei-katsu-sha” as well as the arrival of innovative services and technologies. In response, the Hakuhodo DY Media Partners Institute of Media Environment, located in Minato-ku, Tokyo, and headed by Masaki Mikami, announced the key factors in this transformation as well as approach strategies during the Twelfth Institute of Media Environment Forum, which it hosted in Tokyo on November 17.
1.The media business is undergoing a “transformation” as a result of new, stronger desires and the arrival of new technologies
The media business is expected to undergo massive changes as a result of new, stronger desires among “sei-katsu-sha” as well as the arrival of innovative services and technologies. These shifts look nothing like gradual, sustained change; rather, they represent a clean break from the past and seem to be propelling us upwards into an entirely new level. We have chosen the word “transformation” to signal this idea of the media business taking on a completely new form.
2.The three key drivers of this transformation are “the desire to immediately engage with information”, “media services offering a high degree of freedom”, and “devices that extend media spaces”
We have identified three key drivers bringing about this transformation. The first is an increased desire to immediately engage with information among “sei-katsu-sha” as well as more information-engaging behaviors—changes that are themselves being driven by the ongoing shift towards mobile devices. The second driver is media service platforms offering a high degree of freedom, such as the fixed-rate music and video streaming delivery services popping up one after another this year. Finally, transformation is being driven by the advent of devices that extend media spaces. As the Internet of Things (IoT) develops further, even household appliances and robots have become forms of media.
3.Each driver demands a corresponding action: “condense”, “entertain”, and “integrate”
What should companies and other involved in the media business do in order to respond to the transformation that is taking place? We have identified three crucial actions, one for each driver. First, information should be “condensed” to address the increased desire to immediately engage with information and increased information-engaging behaviors among “sei-katsu-sha”. Second, “sei-katsu-sha” should be “entertained” through media platforms offering a high degree of freedom. Finally, steps towards “integration” must be taken to deal with devices that extend media spaces.
4.These approaches to transformation are grounded in the original core values of the media business
The idea of condensing is grounded in ideas like keeping information short and using editing skills to provide combinations of text and images. The basis of “entertaining” is having the content development skill to figure out what “sei-katsu-sha” want and when they want it—and then give it to them. “Integration” comes from providing reliable information through a variety of devices. All three actions taken to address transformation can ultimately be said to rest on the core values that have always underlined the media business. As such, they are not subject to change even with a complete transformation of the media business; instead, the changes will actually come out of these original core values.