1. 2 nd International Cultural Industries Forum 26. Oktober Beijing 2008 Dipl. Designer Matthias Ditsch Executive Board Member of ITVA – Integrated TV & Video Association

2. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects

3. Marcel Reich-Ranicki, most famous literary critic, during The „German Fernsehpreis“ in his speech on TV, where he rejected his lifetime award, which was offerd to him! Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects

4. Most TV viewers look during primetime - so every content wants to bee shown in primetime - more viewers more success?! But you can´t be everybodies darling! To less channels!

5. Big Business: Investments, Content- production, Advertising, are organised to feed the needs of the traditional media industry. Today! 10 billion market and 8 billion fees in Germany

6. Two hundred years ago, received opinion was that art and culture, whatever their important intrinsic merits, were a diversion of otherwise productive capital and labour into essentially unproductive activity. Today there is growing recognition of the subtle but important linkages between the vitality of the creative core, the creative industries beyond and creativity in the wider economy.

7. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects The competition for attention becomes stronger Internet and other media like games or DVD changing the market to more diversity, more competition Internet try to adopt TV. The TV- Channels spread out there brands

8. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects A combination of TV and internet - Hybrid TV is on the way to catch the user More and more user are online all the time - internet becomes the most relavant media source Information and news come from internet - not any more from newspaper!

9. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects Three brands as a example for hybrid TV - the combination of TV and internet The user get involved in choosing what he wants to see, which time he wants to see it and even in the content production like to see at youtube - changing markets! PODcasting is the first relevant interactive media source

10. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects Until 2011 more than 140 million handy-TV user are expected worldwide - will they looking traditional linear TV-format? Younger viewers are trained to interact: Internet, changing culture, more freedom, more communication

11. Dipl. Des. Matthias Ditsch | Annual Report 2008 on TV Industry in the Age of Internet – Changing and Prospects A combination of all kinds of medianetworks will together form the interactive “virtual reality” of communication worlds. In the city - the country and global The Complete Web-TV Experience

12. Mass Social Media from institutional control to consumer control Network effects, feedback, wisdom of the crowds, social consumtion, social shopping Web 3.0 becomes reality