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IBM Global Innovation Outlook (GIO) - Media and Content

Media & Content

The Internet is often credited with driving significant and sometimes wrenching change. In particular, there's been much hand-wringing over the fate of the many traditional media and entertainment companies in this digital age. This is, after all, an age that allows content to be created, manipulated and distributed by anyone with a laptop and a phone line. But as with all great change, there is great opportunity, not just for these organizations, but for everyone in the global community.

This sentiment is what led IBM's Global Innovation Outlook to focus on media and content as an area ripe for collaborative innovation. In this age of so-called "New Media," every company, government, and individual is exploring its own usage and application of these new tools and environments.

Chief executives of Fortune 500 companies are posting videos on YouTube. Politicians are blogging and creating MySpace pages. NGOs are building deeper, interactive relationships with their donor communities online. And this is just the beginning.

To better understand these shifts, IBM brought together dozens of business leaders, policy makers, and academics from around the world. Together, we explored new approaches that could effectively address the issues and opportunities of this transformation. The GIO held nine deep dives on this subject, in seven different cities, including Helsinki, London, Los Angeles, Mumbai, New York, Seoul and Shanghai.

Along with GIO partners, such as Reuters and Syracuse University, the GIO explored topics as varied and wide open as the subject matter itself. For example, there were dynamic discussions on how virtual worlds will irrevocably alter the messaging and advertising landscape over the next 10 years. And an extensive analysis of digital personas and the viability of online user profiles that can be used to inform content producers and marketers of an individual's changing preferences.

The rapid evolution of Media & Content is still underway, and the dynamics of the marketplace are changing daily. The GIO report, The New NEW Media, accompanying videos, the GIO initiatives details below and the information on the GIO blog (link resides outside of, will help you keep up.