EXCLUSIVE  A special in which four specialists cover some hot topics in media and advertising. Nick Mawditt tells us how business cable channel CNBC Europe is successfully adjusting to the new media landscape with the aim of becoming “media neutral”. Philip Preston and Paul Flatters see a bright future for local newspapers despite dangerous declines in national newspaper circulation. And Sarah Pearson reveals an ethnographic study that pours cold water on the notion that PVR (personal video recorder) users skip advertising - say what?

 STARRING 

• Nick Mawditt, Director of Research, CNBC Europe
• Philip Preston, Director of Marketing, Archant Norfolk
• Paul Flatters, Chief Executive, Future Foundation
• Sarah Pearson, ACB

Recorded live at the Euro MR Event 2006

TIMELINE [22m16s]
00m00s Intro.

1. Nick Mawditt (CNBC Europe).
00m54s The value of engagement to media firms.
01m54s CNBC’s key competitors.
02m09s Encouraging audience participation.
03m09s Key performance metrics.
03m44s The growth of branded content.
06m41s Lessons learnt from new media (blogs, podcasts).
07m22s Future challenges: media neutral integrity; becoming truly global.
09m09s How important is breaking news?
10m10s Offering exclusive content online.

Notable Mentions
9/11.
BBC.
Blogging.
Bloomberg.
CNN.
Customer satisfaction.
EMS Survey.
FT.
FT.com.
Geoff Cutmore.
Hewlett Packard.
HSBC.
IBM.
Media fragmentation.
Podcasting.
Shell.
Squawk Box.
Transparency.
Worldwide Exchange.

2. Philip Preston (Archant Norfolk), Paul Flatters (Future Foundation).
10m55s Identifying changes in media comsumption.
12m37s The changing role of newspapers over the next ten years.
14m30s Gannett’s crowdsourcing consumer-generated content initiative.
15m05s The shift to free newspapers.

Notable Mentions
BBC.
CGM.
Craigslist.
Manchester Evening News.
Metro.
Norwich.
Podcasts.

3. Sarah Pearson (ACB).
16m22s Do PVR users skip through TV advertising?
18m30s Study sponsors and their degree of independence.
19m29s Isn’t ad-skipping inevitable?

Notable Mentions
Advertising.
Channel 4.
Ethnography.
Five (TV).
Initiative Media.
ITV.
Ofcom.
On demand TV.
Prof. Patrick Barwise.
Time shifting.
TiVo.

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:EMRE06 Series:Events