Anthony Lilley

Lilley’s company sustained by their stories and ideas. He argues that he’s not technology led although he does use interactive media. Says interactive media is the future. Web is a participatory environment so if you want to be successful, you have to be able to work with that. You also need to have good editorial skills. User generated content is about harvesting your audience, others think it’s getting stuff for free. 5.97

What does convergence do to content?

The media believe they can control what people do. It’s making the scarcity of our attention visible. It’s not about what it does to the content
Tech change reveals what we are interested in.
When interest is identified, it is up to the architect to know how to maximise or use usefully this attention.

Concentrate on attention rather than scarcity.

Have media companies come to accept that they have a problem? Scarcity becomes more valuable so you should hold on to it. He advises make stuff that is unique rather than wallpaper.

The BBC and Guardian have become more aware of what they need to do. The Guardian knows it’s the best liberal website in the world.
What’s going to save television is better television.
Scarcity of attention
How ideas spread through participants
Public service media: we need to change our ideas about the value we get. Innovation, new talent, taking new risks, says this is contrary to the status quo.

Magic lantern website

He thinks the working models are going to be dependent upon advertising and not from downloads.
The archetypal website is google⎯they are one of the biggest advertisers yet they send all of their users away.
If you go with the flow you will do better⎯you can’t put your hand out to try to stop it.
How will youtube make money.
Ads are starting to go through youtube. They are starting to share their income with content providers.
Revenue sharing is the default model.
It is necessary to be a brilliant mass communicator
You don’t need to be a brilliant participant.
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