"This document has been created to help people understand the radical transformation digital content will have on the creative industries, and to provide businesses with outline areas of opportunity where innovation is most likely to occur.
In the past decade, digital content has become a part of everyday life for all. Yet the changes that will occur in the next 5-10 years will be profound. They have the power to alter the way we live, work, play, learn and help us to live longer, more fulfilling lives. These changes will substantially alter existing business models and markets.
Many historical innovations such as new recording formats, more powerful consoles and new advertising media were incremental. They changed formats and created new opportunities, but they did not alter the industrial landscape. The changes taking place now are paradigm shifts that challenge the value chain as a whole.
These changes represent huge opportunities, or threats if not understood. For games designers, it may mean the migration from console platforms to cloud based applications and casual gaming communities. For TV programmes it may mean the end of broadcast, where their content must be found and consumed on numerous devices. For publishers it may mean the migration to new consumption platforms that radically alter distribution channels. For industrial designers, it may mean the need to move from object creation to experience creation. For all it means the need to radically shift their thinking.
The following pages outline the key areas highlighted by a project that has engaged with hundreds of key stakeholders across the creative industries and technology industries seeking to map the landscape of the future of digital content."
(Kelechi Amadi, March 2010)