Change your content distro model: you’ll be stoked

Know your user, key to success

Seven Network director Ryan Stokes

Seven Network director Ryan Stokes

Seven Network director Ryan Stokes has warned media companies they need to adapt to new content environments or perish.

Speaking at the Communications Alliance's Broadband and Beyond conference in Sydney , Stokes said media companies must modernise distribution models for online broadband environments or risk losing content control.

“The distribution models need to diverge... broadband is an environment where accessibility is consistent and access is everywhere and all the time,” Stokes said.

“Content is the reason that users connect... understanding users is a priority for success.

“It is at risk of becoming just part of collective intelligence, where people believe content is not their privilege, but their right.”

Stokes said businesses must remain dynamic and focus on technologies that will reach a penetration rate capable of affecting a change in consumer behaviour.

He also announced the company's 4G VividWireless network will be launched in Australian capital cities including Sydney, Adelaide and Brisbane within the 12 months after its March debut in Perth.

Speaking at the same conference, Google Australia engineering director Alan Noble weighed in on the well-debated demise of hardcopy newspapers, and said the press will “undergo a painful transformation as online news becomes faster” as they struggle to understand new models of return on investment.

“24-hour news has turned morning news into a ritual... [and] rather than reading a publication straight through there are so many more ways to get media," Noble said.

He called GoogleNews an “important social good” and warned content creators that their success in the future will be about “putting the user first”.

Original Story: Seven Network director Ryan Stokes has warned media companies to adapt to new content environments or perish.

Speaking at the Broadband and Beyond conference in Sydney , Stokes said media companies must modernise distribution models for online broadband environments or risk losing content control.

“The distribution models need to diverge... broadband is an environment where accessibility is consistent and access is everywhere and all the time,” Stokes said.

“Content is the reason that users connect... understanding users is a priority for success.

“It is at risk of becoming just part of collective intelligence, where people believe content is not their privilege, but their right,” he said.

Stokes said business must remain dynamic, and focus on technologies that will reach a penetration rate capable of affecting a change in consumer behaviour.

He also announced the launch of its 4G vividnetworks in Australian capital cities including Sydney, Adelaide and Brisbane within the 12 months after its March debut in Perth].

Speaking on innovation in Sydney, Google Australia Alan Noble said the Internet is a disruptive technology which will have “good and bad” affects on traditional media models.

"The internet breaks the idea of scarcity... mp3s have decimated CDs," Noble said. "The Internet is both a disruptive force good and bad, but interesting."

He weighed in on the well-debated demise of hardcopy newspapers, and said that the press will “undergo a painful transformation as online news becomes faster” as they struggle to understand new models of return on investment.

“24-hour news has turned morning news into a ritual... [and] rather than reading a publication straight through there are so many more ways to get media, Noble said.

He called GoogleNews an “important social good” and warned content creators that the success in the future will be about “putting the user first”.

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