Today the media play a more significant role than ever. On average the Germans spend almost ten hours a day using several media. With good reason many social scientists consequently talk about a so-called “media dominated society".
The development of the electronic media plays a decisive role with these diversifications. In the past the technical innovation of the printing press has influenced the print media and the advances of the broadcast technique have formed firstly the radio and after that the television to important sources of information. And now electronic data processing associated with the worldwide networking of computers causes a radical diversification in the world of medial information and entertainment. Thereby you can realize multifaceted breaches of trends. For example the growth of niche markets in a medial world which so far primarily achieved commercial success with products for the mass-market.So the future of the mass media is still undetermined. How will the technique advance? Which opportunities for development will there be for the mass media? In which form will contents be presented for the medial consumer? Which preferences will the people have for the presentation of information and entertainment? How will the several medias coexist and work profitably? Which forward-looking media concepts will be able to survive in a modified environment?
These and many further questions cannot be answered exactly today. In many cases they pretend only safety instead of looking into the future openly which would be really necessary. Because of that the ScMI AG has identified the central key factors for the mass media in Germany and their future developments. Through the combination of these 64 future projections there are formed six scenarios which illustrate possible futures for the year 2020:
- Scenario 1: Peaceful Coexistence
- Scenario 2: Oligopoly
- Scenario 3: Battle Of The Giants
- Scenario 4: Battle Of The (New Media) Giants
- Scenario 5: Simplify Your Mass Media
- Scenario 6: Individual Medial Worlds
These six scenarios and the central steps of their creation are combined in a scenario report. In this report there is exemplarily shown which alternative media concepts are future-robust and profitable.
The scenario report can be ordered for a nominal charge of 49,- Euro. It will be delivered in german.
Our flyer relating to the media scenarios can be downloaded here.
