Transcript Prezentace

Media Literacy Conference
of the Czech Presidency
March 19th 2009, Prague
Creative responses to “creative
destruction"
Gregory Paulger
Director, Audiovisual, Media Internet
European Commission, DG Information
Society and Media
Change...
Media literacy is essential:
• To understand the changes underway
• To master the changes underway
It’s broader than academic
notions of media literacy:
• Media awareness
• Affects industry, public authorities
• ...Not just young people
••• 2
Copyright...pre-convergence
• Then: wholesale, self-enforcing
• Consumer/citizen/possibilities were
limited
• Die schöne alte Analog
• Linear continuity 1709 -1990s
••• 3
Copyright in the Information Age
• Now: retail
• Consumer/citizen/reader has a vast
playground:
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File copying
Index, search
Transformation, own content
Software-driven, app. stores etc
••• 4
Overall, loss of control
• Newspapers can no longer set
editorial agendas:
– clickstream priority.
• Entry barriers are low
• Many new entrants
• Even network operators are
undermined:
– Skype calls on mobile nets
• Only a few exceptions...
••• 5
Innovation - a problem for
incumbents
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Vacuum tubes to transistors
Start-ups’ advantage
Disruptive change
Schumpeter:”creative destruction”
Public interest makes it
harder for cultural industries to
change
••• 6
Creative responses
• Artists are changing their business
models
– Eg musicians: performance
• Intermediaries find it harder to
change
• Need to recruit new intermediaries
– Eg ISPs, new web players
• Media literacy is an opportunity to
increase awareness and respect for
creativity
• Sanctions have natural limits
••• 7
Product placement
Public authorities - not just industry need to be mindful of change.
• Product placement already
pervasive
• ...Revenue possibilities
• Audiences have changed, more
media literate, with wider choices
• AVMS provides transparency and
supports choice.
••• 8
Media literacy
• Controlling media consumption
isn’t an option!
• Empowerment:
– helps consumers to choose wisely
– deal with adverts
– use audiovisual heritage
– investment in values
••• 9
Commission offers leadership
Our aim: a more even approach
to media literacy across the EU.
• Progress to date with this new
policy:
• 2007 Communication sets out
approach
• Studies
• Recommendation 2009, AVMS
reporting
••• 10
Conclusion
“Walk hand in hand with change”
• Copyright model must be “fit for
purpose” in a changed situation
– Acceptance by media-literate
consumers is key
– Balanced approach on sanctions
• Product placement
– Public authorities’ awareness of change
must evolve
• Media literacy
– Commission counts on MS support
••• 11