OPEN

Organ Grinder, the Guardian‘s media blog is reporting on the media hoe-down in Edinburgh and Ashley Highfield, the BBC’s head of new media’s views on the future of media.

He foresees an increasingly fragmented audience where only a couple of programmes a year on TV attract more than 10 million viewers (in 1994 182 programmes achieved that number).

Also noteworthy is his commitment that by next year there would be 450 hours of programming available via the web from the BBC (on its iPlayer) and that the move to put all 1.2 million hours of BBC archive programming would continue apace (now that’s a long tail of inventory, if ever there was one).

Monkey concludes the post (which is a must-read) with:

By 2011, there is only the quick and the dead. Broadcasters need to
move in 2006 – secure digital rights, build aggregator brands, value
archive material and invest in technology – or become a digital
dinosaur in just a few years.

: : 2011: what will media and brand communications look like by then. We spend a lot of time looking at the details and current trends in social media, but it is time to start

What does the brand communications agency or team of 2011 look like? How will it go about planning and playing in the age of networks? What will the usage levels of social media be? How will be people be getting their news, information and entertainment and how will they be interacting and contributing to it? What will the relationships between brands, media and individuals be like?

Will MySpace still be rocking and rolling? Who will own YouTube? What will the mobile internet’s spread be doing to the way we use the web?

So many questions. I’m thinking  of doing  some work on this at the moment. Let me know if you have any thoughts or can point to some interesting posts or information – would be very grateful!