30 March 2006

A 21st Century Renaissance

Individual-centred technology will focus the money men on the real ‘creatives’

It is a truth universally acknowledged that technology is a catalyst for the rise of individualism. Whether it is the Blackberry fundamentally changing the work-life balance or blogging highlighting the merger of mainstream media and the populace, technology is augmenting this reality so that it is not just representative of society but a key influencer.

But how will this movement change the shape of our world in the next few years? Will traditional media institutions like the BBC or News International adapt quickly enough to tap into this trend and reassert the old order or are we destined to be ruled by a consortium of online minority pressure groups that wield disproportionate power and stymie political and business decisions?

The unrelenting march of the consumer electronics industry means that there is a disparity between what your mobile or TV can do and what it actually is doing. While it is commonly believed that the next consumer-facing craze will be focused on ‘TV-on-Mobile’ and ‘High Definition TV’, it is in fact the more contentious issue of peer-to-peer sharing and IP TV that will shape the entertainment industry over the next few years. Since the advent of MP3 Players, we have all become aware of the issues surrounding peer-to-peer audio content sharing, with mainstream commerce following the trend. ‘Top of the Pops’ has been replaced by the ‘Top Ten Most Downloaded Tunes’ and Blockbusters’ is now being threatened, not by rival high street retailers but by cable companies that are using advanced set-top box technology to make viewing films / programmes easier, and on-line using peer-to-peer video technology such as BitTorrent.

One could argue that this change is a natural outcome of our evolving technology and society. This would be true if not for the fact that, at the same time, a fundamental change is occurring in the business model of entertainment. Ever since the first organiser charged an entrance fee to watch gladiatorial games in a coliseum, the entertainment model has been clear, with one stakeholder investing in the production and syndication of content. Of course in recent years, this model has been complicated by a myriad of stakeholders, from directors to actors to retail outlets, sharing the balance of risk versus reward. Now, with the advancement of internet-driven personal technology, this model may change forever.

Recent new technologies, such as PC-based editing suites and high-performance digital cameras, have made enormous inroads in enabling individuals to both create and, at the same time, pervade their own media. In addition, advanced software and processing power means that media can be accessed, altered and rebroadcast as easily on next-generation mobile phones as on PCs. The consumer no longer chooses their favourite media from an obvious and predetermined schedule controlled by a broadcast network but selects from a vast array of content which has been published in an on-line world. The broadcasters will continue to be powerful brands and content aggregators however when the choice of when, how and which media is consumed is so varied, the power that the producer once held is being diminished. So what does this fundamental shift mean for the entertainment industry?

Commonly known as the Renaissance, the last time a fundamental change occurred in the way society interacted with media, it created a revolutionary era of artistic transformation and scientific originality. A new international ecosystem of innovation for individuals who chose to pursue their creative side was fully embraced by society, opening the door for a new chapter in human history. Furthermore, society changed to support this new-found emphasis, with the emergence of patrons and the common practise of the trading class commissioning works of art to reflect their own individual personality. With the 21^st century bearing witness to the emergence of the power of individuality through technology, a similar dramatic shift could be just around the corner.

For this new era to truly take hold, it is critical that people can interact intuitively and seamlessly with the internet, any time, anywhere and anyplace. This level of adoption requires that both the average user and the media industries are able to trust the security and quality of service of the network. As such, the emergence of even faster internet connection and next-generation technologies, such as embedded mobile phone security and adaptive multiprocessing which will enable even higher performance phones and low noise servers in the living room, will influence the impact of technology on society as much as consumer-facing applications like HDTV.

In the past, the common perception was that technology would benefit mankind by minimising the negative aspects of our lives, for example reducing commuting time and administration overheads. However, with the mainstream adoption of PC, digital set-top boxes and mobile phone technology, combined with the empowerment of the individual, it is more likely that in the future, the architecture of the digital world will act as a catalyst for our higher needs, such as creativity and self-actualisation.

By Mike Muller, CTO, ARM Holdings