Mutual Media
Nordvision, November 2009
Charles Leadbeater
Ned’s Media Space
Search
Old
Industrial
Digital
Enjoy
Talk
Do
Ned’s Media Space
Search
Word of mouth
Old
The schedule
Industrial
Digital
Google
Social Networks
Enjoy
Talk
Do
Ned’s Media Space
Search
Enjoy
Word of mouth
Theatre
Music
The schedule
Books
Film TV
Google
Social Networks
YouTube
Old
Industrial
Digital
Talk
Do
Ned’s Media Space
Search
Enjoy
Talk
Word of mouth
Theatre
Music
His best friend
across the road
The schedule
Books
Film TV
Landline
telephone
Google
Social Networks
YouTube
Social networks,
games
Old
Industrial
Digital
Do
Ned’s Media Space
Search
Enjoy
Talk
Do
Word of mouth
Theatre
Music
His best friend
across the road
Pencil and paper
The schedule
Books
Film TV
Landline
telephone
V limited
Google
Social Networks
YouTube
Social networks,
games
Garage Band
Sketch Up
Old
Industrial
Digital
Places Ned Never Goes
Search
Enjoy
Talk
Do
Word of mouth
Theatre
Music
His best friend
across the road
Pencil and paper
The schedule
Books
Film TV
Landline
telephone
V limited
Google
Social Networks
YouTube
Social networks,
games
Garage Band
Sketch Up
Old
Industrial
Digital
My Parents’ Media Space
Search
Digital
Talk
Do
Word of mouth
Theatre
Music
10%
His best friend
across the road
Pencil and paper
15%
The schedule
5%
Books
Film TV
65%
Landline
Telephone
5%
V limited
Google
Social Networks
YouTube
Social networks,
games
Multiple
Old
Industrial
Enjoy
Ned’s Media Space
Search
Talk
Do
Word of mouth
10%
Theatre
Music
10%
His best friend
across the road
10%
Pencil and paper
10%
The schedule
Books
Film TV
25%
Landline
Telephone
V limited
Google
Social Networks
%10
YouTube
%10
Social networks,
games
%10
Multiple
15%
Old
Industrial
Digital
Enjoy
Traditional Media
High fixed costs
Need a mass market
Deliver content to audience
Distribution controlled
Financial models relatively secure
Audience = enjoy experiences

Mutual Media
Traditional Media
Mutual Media
Open/shared platforms
 User created and professional content
 Content shared/adapted
 Multi peer to peer channels
 Shared rights/ownership
 Financial models uncertain
Participants = Enjoy, Talk, Do experiences

Mutual Media
Mutual Media
Mutual Media: potential
Learning:
Student Room
Health: Patient Opinion
Entertainment: Games/Play
Science: Open Access
Knowledge/Information: Wikipedia
Politics: Obama
Digg, Reddit, Yelp, Delicious, Flickr,
Library Thing, MumsNet, Kiva, Twitter
Mutual Media
Traditional
Mutual Media
Media
Mutual Media Map
Social
Traditional Media
Mutual Media
Commercial
Public
Mutual Media
Mutual Media Map
NetMums, Yelp
Social
School of Everything
Student Room
Library Thing
Wikipedia
Mutual Media
Traditional Media
Mutual Media
Mutual Media Map
Social
Traditional Media
Mutual Media
Commercial
Public
iPlayer British Library
NHS Choices Glow
Mutual Media
Mutual Media Map
Social
Traditional Media
Mutual Media
Commercial
Public
iPlayer British Library
NHS Choices Glow
Mutual Media
Guardian
Open Source
4iP
Mutual Media Map
Social
Mutual Media
Public
Mutual Media
Facebook
Twitter
Flickr
YouTube
Traditional Media
Trip Advisor
Commercial
World of Warcraft,
iPhone
Mutual Media Map
Social
School of Everything
Student Room
Library Thing
Wikipedia
NetMums, Yelp Facebook
Twitter
Flickr
YouTube
Traditional Media
Trip Advisor
Mutual Media
Commercial
Public
iPlayer British Library NHS Glow
Mutual Media
World of Warcraft, iPhone
4iP, Guardian, Open Source
Mutual Media: Issues and Policy
Investment:
scale and diversity
Ownership/rights
Business models
Organisational skills
Relationships with traditional media
People who lead the shift =
renegades and pirates
Mutual Media
Mutual Media
Cloud Culture
More culture than ever in digital form
+
More accessible than ever to more people
+
More contributors than ever
+
More collaboration platforms
=
Cloud Culture