 Good afternoon. Thanks for coming. So we're going to be looking at the future of media formats Just a very brief introduction. My name is Martin Bryant. I'm European editor at the next web, which is one of the big technology news websites so Media is at an exciting crossroads. This is an exciting crossroads in Tokyo and People just walk in like eight directions at once. It's brilliant But media is very much in a similar situation at the moment where the shackles of physical formats are being thrown aside and Suddenly anything is possible. Yeah, we've got Traditional forms of media moving online, but also pretty much anything is now possible We're seeing some really exciting examples of new formats being created through that So as I said physical formats being pushed aside now when I started thinking about the future of media Formats for this I kind of hit this sticking point here. I thought okay, so, you know, we've got Newspapers going online and becoming in very much in many cases websites first paper supplements You can buy if you want to every day As a secondary thing the Guardian in the UK gone digital first completely Spotify that great Swedish invention To putting whatever music you want pretty much in your pocket or on your computer without you actually having to physically Download anything got Netflix doing a similar thing for movies and TV shows. And so I thought yeah, okay That's all fine and good. But so does that mean that? Media formats are dead. It's the cloud as the cloud just replaced all media formats And I actually started tweeting about this and saying this is it the cloud is the ultimate media format Everything else is dead and someone watching that's a delivery method really Martin Don't don't go on stage and say that that'd be ridiculous. So Thanks to Tim Difford in the UK who told me not to say that so but but it's true, you know those things have been pushed aside, but That is boring. It's just old formats repurposed. That's not where the fun is. It's convenient I don't know how many of you actually will yawn when you see that word I I was going through this yesterday and it's like an instruction. So I'll quickly move on new media formats instead exploit the possibilities that new technology offers and There are some brilliant examples already emerging. I think over the next few years. We're gonna see all sorts of playful experimentation in new media formats So just a couple of examples. Well, first of all interactive music RJ DJ a company in London they create interactive musical experiences for the iPhone they did one for the movie inception and It was basically the idea was you'd induce dream worlds and it was a way of experiencing music from the soundtrack of Inception and the music that you'd experience would change depending on things like where you were How many people were around you? There's what one piece of music within the app that if there are three people in Within a hundred meters radius using the same app listen to the same music You get a certain mix of the music few more people come into that radius suddenly the music builds up to something more So it's changing the idea of how we experience music into something a bit more Interesting and there's one experience you had to go to Africa to unlock and apparently some people actually traveled to Africa to just listen to that music and It's quite funny because what Bill Drummond was saying earlier about Music, maybe you'd have to go to certain places to experience it. That is basically that in app form Björk Her latest album has been released as an iPhone and iPad app and it's rather fantastic If you haven't seen it and some of you at the front will be able to see this some of you in the middle Consequent those of you at the back will probably have to imagine it You basically move around this 3d galaxy and you can zoom in on different Stars in this galaxy to experience different songs from the album So we're just going to the one crystalline here They did a really clever thing here as well The app is free and you unlock the songs for one pound forty nine each And they're staggering them which mean, you know, I wouldn't have bought them all I'd have bought a couple just to Try it out, but because they're coming out maybe a one a week or whatever I'll probably end up paying nearly 20 quid for the whole thing But so crystalline in crystalline Björk explores spatial and structural similarities in crystals and music Using them to express changes between closed and open emotional states the effort to connect with other people and unite Internal and external worlds. So it's kind of like an artistic statement that brings in her own music brings an interactivity into something that you can actually experience and Probably the music will be too quiet on a especially on an iPad too. Why did why did they make the music the speaker? So rubbish on an iPad too. So then you have this game that you Play and you rotate around and you can collect different shapes and as you collect the shapes the song builds up and you can take different paths through the app and it's just a way of exploring the song and There's another one where you can actually it's an instrument and you move cells around on the screen like biological cells It's a song of virus and you move it move it around and you can create It's like an instrument that plays the song if you move them around in the right way. So Lots of interesting things going on in music social news I won't spend long on this because we all know about flip board and how it's making news social and creating a An excellent user experience that brings in the things that your friends are sharing online and turns into a magazine You can experience on your iPad another interesting take on that is bit.ly's news.me, which Is a very different way of doing it? It's like if it's Fred Wilson there if you go to Fred Wilson's channel You don't see all the things he's sharing you see the things that his Twitter followers are sharing and it's kind of algorithm Algorithmically weighted and things But so it's it's some kind of passive curation It's kind of Fred Wilson or whoever you select at the top people is whoever you follow on Twitter who is also using it It's like passive curation of what they think you should Should should be reading without them ever having to actually choose anything or even actually read themselves so there are a few very interesting ways of looking at social news and Chur date who's gonna be speaking later is gonna be talking a bit more about how the way that news consumption is changing Now malleable social data. I think this isn't really a new media format. It's but it's something that's going to guide New media formats and the way they evolve. I don't know if you saw Intel's Museum of me, which was a fascinating website. It's probably still alive. It was it was essentially just a video 3d rendered video tour of a museum But you entered your Facebook details and it turned it into a museum about your life as you've shared it on Facebook So there was a gallery of your photographs of your profile pictures or photos you've shared I think this was maybe videos that you've liked or things that you've liked hence There's a big statue of a thumb in the middle and it took you on this tour And there was haunting music accompanying it as you as it went through and it kind of felt like a kind of Epitaph to your life in digital form in a way it was it was kind of a little creepy But the fact that even though this was just designed to say isn't Intel cool the idea that you could basically Go watch this and get an emotional response even if it was that's a bit creepy It was still that's really powerful as well and the fact that this social data that we're all Generating through so this like Facebook through Twitter and how that can interface with new mash-ups of existing media is going to create all sorts of interesting new Techniques and things in future imagine if if this was Brought into our inception app for example how your social data things you shared on Twitter for example could change the music you listen to So what else could we see? The reason I put this up is because there's something else that That I really want to see that isn't actually available yet And but it's going to be really cool if it happens. You've probably heard of like Google TV and Apple TV set up boxes connected to the internet that will in the future allow third-party developers to create apps for your TV Now, I'm sure that when the apps first arrive We know that Google is opening us up to developers at the moment But I'm sure Apple will as well because Apple TV runs iOS basically Initially the apps will be things like I don't know HBO HBO subscribers can watch anything on demand on their TV Through the app and that'll be you know pretty nice and convenient and nothing very exciting but imagine if you had for example a game show in an app and The game show was it's a normal televised show that people could watch and Non-interactively and imagine it was something like people running around a city and they had to go and collect items around the city And the cameras followed them around now Imagine if you then had the app version of that which could tie into it And you had your iPhone or whatever mobile phone and you could actually flick items onto the map in In real time from your phone for people really running around the city to collect and there'd be a race to collect these Virtual items that viewers were throwing out onto the map to collect suddenly the idea of what a game show is and the idea of interactivity Goes somewhere new and is it an app? Is it a TV show? What is it and I? Don't think this has been done yet But I hope it will be I hope it will be done in future because it'd be it'd be amazing and the Appification of TV is going to be huge. So Please please somebody do that and so basically that is my thought imagine it build it because I'm sure there are people in this Room who are either in a position to build new media formats in a position to commission or influence new media formats and As a technology journalist who writes about this kind of thing and gets excited about it Please imagine it build it don't let us just passively consume. There's a role for that. It's great but there's so much more creativity and interactivity that can be done with new emerging media formats