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Media exists within society and is shaped by social trends. If we want to better anticipate the future, and make the most of the present, we need to use research and forecasting more effectively to develop long-term strategies and short-term responses. This opening session sets the scene and considers: why we are moving beyond broadcast; how we can use social insights to innovate content and platforms; and the shifting location for innovation. It also addresses the need to move beyond the management of old digital assets to the creation of new assets in a time of decreasing budgets and attacks on pubic sector broadcasting.
Melanie Howard and Professor James Woudhuysen
Nico Macdonald
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