Gerd Leonhard, Media Futurist, CEO The Futures Agency

Season 2009 Episode 03.18.09

The End of Control & The Future of Content: Gerd Leonhard Authors@Google

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The End of Control & The Future of Content: Gerd Leonhard Authors@Google
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The End of Control & The Future of Content:The tough issue of control emerges, again and again, as the key contention point within TV companies, publishers, record labels, and broadcasters: How can a commercial venture that is based on so-called intellectual property thrive and prosper in an environment that seems to continuously and progressively remove control from the creators/owners/providers of content, and hands it over to the people formerly known as consumers (aka the users), effectively making them more powerful every single day? But the reality is that every click inadvertently makes another case for the consumers ever-increasing rise in importance. Within all the conversations I have had about things like commercial content versus shared content, about the read-only or the read-write web, and about copyright versus Fair Use, the crucial question always seems to boil down to WHERE IS THE CONTROL HERE, i.e., questions such as Who will control this new media universe and How much control do I need to run a revenue-generating business?http://www.endofcontrol.comThis even occurred on March 2, 2009moreless
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