From virtual to real world value : Collective Intelligence as an alternate source of media power.

The impact of digital convergence on traditional media and PR (print, television, music ) is nothing short of destabilizing. This workshop explores the concept of Collective intelligence as an alternate source of media power and how to bring virtual media and the collective / collaborative relationships back into the real world in the form of value.

Convergence has created a world where old meets new media, where the grass roots activists and corporate media intersect, where the power of the media producer and media consumer can interact in unpredictable ways. The product of the convergence or web 2.0 world is a participatory culture and the promise of a collaborative world. The results when corralled, communed or collectivized produce a Collective Intelligence and new ways of taking “content” or creative media to market.

The workshop examines real community examples as alternate sources of media power and how they create value.

1. Redefining Photojournalism
In 2009 we witnessed a print media meltdown in many parts of the world. For many photojournalists, already suffering devaluation of their work in the new world of citizen journalist, it spelt the death of photojournalism as we know it today. … or did it? .. or does it spell the time for reinvention of this creative media business?

2. Professional Music distribution
In 2009 Soundcloud won a Techcrunch EMEA award for the best entertainment service or application. Soundcloud is an online audio platform that lets music professionals receive, send & distribute their music.

3. Building greater franchises in video games
The waxing of collective intelligence is nothing new to video games but harnessing it as a powerful innovation and marketing tool is new. Lets take a look at charlieoscardelta (COD ), from the release of Call of Duty, Modern Warfare.
In 2009 Call of Duty Modern warfare 2 was the top selling video game worldwide and broke the record for top grossing day one of any entertainment product in history at $310 m

4. Intellectual capital and corporate responsibility
Intellectual Capital is the sum and synergy of an organization’s knowledge, experiences, relationships, processes, discoveries, innovations, and market presence. Can a corporation manifest and aggregate that intellectual capital and turn it into corporate responsibility?
In 2009, Nestlé held its First Annual Creating Shared Value Forum in New York, in collaboration with the United Nations Office for Partnerships and the Swiss Mission to the UN.

Structure:
Part 1: Worlds Collide – the struggle between the media producer, grass roots activists and corporations, intellectual property and the media consumer
Part 2: Putting together the broken pieces: collective media and community examples
Part 3 :Open, moderated and lively discussion on Collective Intelligence , new 2.0 platforms and how they impact and influence business models for today’s media producers.