IBM Gets Participatory Media

Poynter's E-Media Tidbits notes that IBM has published a white paper (PDF) on their Web site called Media and Entertainment 2010.

IBM's Saul J. Berman contends that between now and 2010, as technology becomes more powerful and affordable, an increasing segment of consumers will be able to compile, program, edit, create and share content, resulting in greater consumer immersion in media experiences.

I’m not sure why Big Blue is saying “by 2010.” This is actually happening now. It cost me $80/year to set up this blog on TypePad. Had I opted to use Blogger, it would have cost me nothing. Still, there’s a lot of interesting points in the IBM white paper, which is written for media and entertainment executives, but has implications for PR.

In the executive summary, Berman writes:

We foresee growing participation in media experiences well beyond traditional media, in three additional sectors we have labeled multi-media, “big” media and pervasive media. Successful companies, in transforming their business models to serve these four distinct channels and behaviors, will continue to reposition and restructure. They will focus on the core components that create value for their customers and consumers, divest unneeded properties, improve the monetization of assets – and importantly, join with other players to achieve scale, lower costs and offer value-added products and services.

We call this business model the “open media company of the future” – a dynamic media business that:

* Opens the media experience: Leverages advances in technology to provide customers and consumers a more involved experience with the media firm

* Opens content reserves: Develops accessible, flexible digital content systems that can enable distribution to virtually any media context

* Opens content creation and distribution: Establishes digitized processes that monitor and incorporate input from customers and consumers to garner their attention

* Opens content packaging, bundling and sales strategies: Utilizes variable pricing models that enable partners to advertise and share profits, and enables consumers to access content through more compelling release schedules.

If I find more interesting nuggets as I delve into the 44-page document a bit further, I will post them here.