In the next Friday’s class we will discuss the future of media, specifically television, with Eirik Solheim (Twitter: eirikso), one of the people behind NRKBeta and an innovator and authority on digital media and media distribution models. Eirik will speak on the following two topics:

Part 1: How the Internet transforms media

Traditional broadcasting and publishing are mostly built on one way communication. How is democratization of production and distribution transforming the industry? More people produce. More people reach out. What are the major changes for traditional journalism and communication? Mr. Solheim will draw the overall strategic picture and show interesting case studies.

Part 2: How the Internet transforms marketing

You don’t have to rely on big media to reach your customers. And you can’t control what the customers are saying about your brand. What are the opportunities and how about the threats? Companies are experimenting. Failing and succeeding. We’ll go through the most important differences and have a look at some great examples of good and bad modern marketing.

In addition, Eirik is an expert on digital imaging and photography and is willing to share some of that knowledge – should there be time.

To prepare for this lecture, please do the following:

• read chapters 4, 5 and 6 in Shapiro and Varian
• see and listen to Ed Felten‘s lecture "Rip, Mix, Burn, Sue: Technology, Politics, and the Fight to Control Digital Media" (go to Princeton University’s lecture page, do a local search for "Felten"). Pay attention not just to his speech, but the little story told in the beginning about what happened to him when he wanted to talk about his research.
• Check out Cory Doctorow’s talk about copyright, May 2005 (held at Norwegian School of Management. Notice the ability to speak for an hour with no slides and no manuscript. There is also video of the discussion afterwards, which was just as fun.)

Be prepared to discuss:

• how does the electronically distributable audio and video change the playing field for music, TV, radio and movie companies?
• what should they do about it?
• how does it change the world for artists?
• what should they do about it?