1. Informacione tehnologije i budućnost medija u Srbiji Borko Kovačević, Microsoft

2. ICT menja svet Informatizacija društva Elektronsko poslovanje Socijalne mreže Digitalni marketing IT ne postavlja nova pravila Samo ih malo menja IT je šansa za agilne Ali i pretnja za inertne

3. Nesvakidašnja partnerstva Microsoft investira više od bilo koje kompanije iz softverske industrije u rešenja za informatizaciju medij. Jednako investira u smislu inovacija i domenskih znanja. Microsoft nastoji da ponudi vrednost u svim segmentima : Običnim kućnim korisnicima (consumer) Tehnologije koje se lako primenjuju i održavaju Ekspertiza i domensko znanje iz domena novinarstva, medija i zabave Inveticija i partnerstvo sa IT kompanijama koje razvijaju rešenja za medijske kuće Najviši nivo bezbednosti

4. Koja rešenja su medijima potrebna? Microsoft business grupa posvećena razvoju rešenja za medijski segment paralelno radi na mnoštvu rešenja koje direktno utiču na kvalitet usluga i ubrzanu informatizaciju medija u celom svetu. Rešenja koja se tipično izdvajaju i predstavljaju nosilac razvoja su: Upravljanje digitalnim sadržajima Poslovno izveštavanje (BI) za medije CRM za medije Adverzajzing i analitika njegove monetizacije Prikaz digitalnih sadržaja (online content streaming) IPTV - Microsoft Mediaroom Usluge medijskog hostinga

5. Primeri

6. France Television France Télévisions strives to provide exciting coverage for a variety of programming, including online content that can be accessed conveniently on a variety of devices. France Télévisions began using Internet Information Services Smooth Streaming when it streamed live coverage of Roland Garros 2009 through a Microsoft Silverlight–based video player. Building on similar successes, France Télévisions, along with partners Ucaya, Level 3, and Akamai Europe, delivered 6 million online videos in France to more than 300,000 viewers to stellar reviews. The broadcaster provided an unparalleled, HD experience on multiple platforms, including Linux, providing higher quality than many TVs. In addition, audiences loved the DVR-style functionality, including “chase play” or the ability to watch the event from the beginning, even if the viewer paused the live stream or joined after the start time.

7. NBC Universal With the 2009 NFL season, NBC Universal wanted to attract and engage football fans with an online, interactive program that complemented its live broadcast of Sunday Night Football. NBC engaged several technology partners to build the experience around Microsoft Silverlight 3 and Internet Information Services (IIS) Smooth Streaming, which adapts the quality of a video stream for each user in real time. NBC created a unique experience that let the audience watch games in HD on the Web while enjoying unprecedented access to five synchronized camera angles, intuitive DVR controls coupled with markers from a game’s key plays, real-time statistics from the NFL, and live interaction with commentators. Sunday Night Football Extra successfully streamed 1 million hours of video to approximately 2.2 million unique visitors, complete with innovative monetization opportunities for the company. watch games in HD watch games in HD IIS Smooth Streaming with Silverlight was the key to delivering the best-quality video to the largest number of viewers. Perkins Miller, Senior Vice President of Digital Media, NBC Sports

8. Associated Press The Associated Press (AP) strives to be “the essential global news network.” Every day, AP member organizations deliver news to more than half of the world’s population. With the shift in the journalism industry to an online viewership, the AP needed to help its member organizations capitalize on the content they publish online. The not-for-profit designed a news tracking system, and using Microsoft SharePoint Server 2010, gave publishers the power to track where and how their content is used so that they can best meet audience demand and make better decisions as to how to license, sell, protect, and extend their content. The system will allow the AP to help members interpret massive amounts of data in easy-to-understand reports. The AP created the portal in just 70 days for a very fast time-to- market, and expects ongoing development and administration to be highly streamlined. With SharePoint Server 2010, we can deliver simple yet powerful tools to help content publishers … make informed decisions about how they produce and license content. Riyad Omar, Business Director for the News Registry, the Associated Riyad Omar, Business Director for the News Registry, the Associated

9. Telekom Srbija www.nadlanu.com Online Streaming serijala VELIKI BRAT Microsoft „Digital Rights Management“

10. Primeri http://www.microsoft.com/media/en/us/succe ss/microsoft-media-entertainment-case- studies.aspx http://www.microsoft.com/media/en/us/succe ss/microsoft-media-entertainment-case- studies.aspx Advertising Case Studies Film Case Studies Publishing Case Studies Broadcast Case Studies Music Case Studies

11. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Active Directory, Hyper-V, Windows, the Windows logo, Windows Server, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.