Project for awareness creation of einclusion through digital technologies and arts

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1 Project for awareness creation of einclusion through digital technologies and arts NEM GA, Torino/Italy, 27 Sept 2011 Hadmut Holken Holken Consultants & Partners (Paris)

2 Half of Europe s ageing population over 55 years suffers from some type of typically mild impairment. Research Institutes are working on e- inclusion R&D projects with regard to ICT eaccessibility. Consumer electronic vendors are already embracing accessibility and are rolling out a roadmap of accessibility features to meet user needs. Content industries need to make their productions accessible, along all steps of their creation and delivery process. Involvement of the complete content production and delivery value chain. The project at a glance Benefits & results Organisation Advisory Board & sponsor support Why Holken Consultants? Next steps

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4 Research Institutes Content event organisers, PR related campaigns Consumer Electronic Industries Media 4DFestival 4 TV screens: TV set PC mobile devices outdoor screens Content Providers End- consumers Both industries do not speak the same language, even when vertically integrated. Film makers, producers, scenarists, etc. are not aware about e- accessible features and possibilities. Consequently, they are unable to integrate e- accessibility within the production process. Nevertheless, there is an outstanding demand to get informed / trained on major ICT evolutions, including eaccessibility. The response to this need is the condition to consider new tools as well as new creative writing & production opportunities within the content creation process. The Media 4D TV festival with its official price ceremony will guaranty strong market awareness and sustainable introduction of eaccessible tools within the content production process.

5 No event like this does exist today. Promote e- Accessibility awareness through prior cross- fertilising workshops (WS) Researchers, technicians, marketing people, healthcare representatives should sensitise the content industries when preparing the festival and negotiations with partners TV accessibility has to be considered simultaneously with regard to the interactive Web evolution (connected TV) and mobile services. Build these workshops around major international content and program events (i. eg. MIP TV, MipCom, Festival of Cannes, Cannes Lions, Berlinale, European Independent Film Festival, etc.). Organize WS to sensitize the production industry, announce the festival Partner with major content event organizers Media 4D festival Promote e- Accessibility through awards and raise awareness among consumers Create awards for e- accessible excellence (best creations in different program categories)

6 Encourage the integration of dedicated eaccessible tools in films and TV programs. For people with impairments like sight, hearing, etc. ageing users, all (multimedia, programs and services designed for their context) and social networking readability : people with disabilities do not want to be alone s3d i.e. is showing that only scenarios that integrated this technology straight from the beginning (scenario) will lead to success. The market will take up, if the users can access adequate and eaccessible programs. TV channels do not offer many programmes with Audio Description, Signed Language, Clear Audio (no background noise when actors speak), etc... Set particular criteria for different types of awards (film,drama, documentary, sports, etc.) considering (mild) impaired users up from the scenario like: Audio description Subtitles, different hearing services Novel services around text, 2D and 3D shape / S3D / tactile integration Closed service integration to be thought around the story telling and the production Accessible navigation around TV and services in programs (including access and EPG services) Interactivity Multi- device exploitation Voice, face recognition Speed rate conversion for elderly people Fast hearing of electronic text (Internet, e- mail, e- book) Multilingual scenarios Identify themes specifically related to accessibility? (to foster first specific productions)

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8 Reward best creators with awards in mythic places gives them very high visibility. Market Players interest Users interest einclusion Awareness eaccessible Workshops for the content production chain Media 4D Festival with awards Transversal partnerships PR work around the festival End- users awareness It encourages: Better and quicker e- inclusion of disabled people, Integration of eaccessibility within the content production chain, New user experiences. Market Take- up All together will raise e- accessibility awareness and revitalize the devices markets.

9 For users Get recognised, See artistic and creative aspects involved in meeting their needs (authoring qualities for audio description and closed caption, gesture harmony in signed language, overall "clear line" drawing across features) For stakeholders involved in the accessibility value chain: Access the content community, Make develop eaccessibility within the content production chain, Gain high visibility, Reduce time to market, Get feedback from professional use of eaccessibility. For the content and creative economy: Discuss and learn from state- of- the art developments, technological challenges and opportunities, Generate specific user experiences through dedicated (parts of) programs, Gain high visibility, social engagement and new tools Reduce cost of meeting legal requirements by planning ahead, instead of firefighting afterwards. For clusters, public bodies, European project managers and officers: Promote high quality debate among concerned players, Bring different economies to work together, Promote networking and collaboration between players and business clusters, Dissemination of ongoing projects with similar eaccessible interest.

10 Negotiations Set- up a 1 st edition of the Media 4D festival Call for eaccessible films (perhaps extracts the first year)- Production companies Until end March 1st Media 4D Festival Organizaton of workshops about eaccessibility with producers (around film festivals or through film federations) End 2011/beginning 2012 April/Mai or October 2012 After the 1st edition, the Media 4D festival aims at becoming an annual event that grows combining consumer electronics and content industries.

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12 Steering Committee DigitalEurope Research Institute Regional Business Cluster(s) Holken Consultants & Partners Festival and Programme Committee / Advisory Board It will be chaired by a personality from the content industry and surrounded by: Content creators, Policy makers, Users group representatives, Cultural organisations (non profit), Professional federations, Advertisement agencies or Ad experts A neutral and open committee ensures that the topics addressed (Media 4D festival and workshops) reflect the players interests and concerns. This will be a large spread Advisory Board (next page). Festival Office and Organization Holken Consultants & Partners

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14 Costs will be covered Negotiation with the content and consumer electronic communities, festival organizers, Workshop Organizations Media 4D festival organization by sponsorship from equipment industries, federations, public bodies at different investment levels : diamond, gold, silver, bronze sponsoring

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16 Joined competencies: Holken Consultants as festival operator will organize the Media 4D festival with the support of Digital Europe. Investigations with producers, broadcasters and public bodies are under way. Market take-up Media 4D festival WS organization & call for films Market strategy & Partnering Business models Inform about the Media 4D festival and get financial support

17 Hadmut Holken Managing Director, Holken Consultants & Partners B-to-b strategic market research and business consulting in convergent media, IT and content markets (> 15 years) Change accelerator within content and creative economies Anticipation of new content & services related business models in emerging markets Market take-up of innovations Large experience in running conferences, workshops, training courses in the cross media field Member of OMIC (academic observatory for changes within cultural industries) Under way: development of a socio-economic intelligence platform in the digital advertising sector and participation at the creation of a regional cluster for creative industries

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19 Members Feedback Declaration of members Interests Individual discussions with potential sponsors Negotiations with concerned federations Approach of Content industries Get members feedback and interest after the presentation Arrange individual meetings to discuss further with major interested companies / organizations HC ready to initiate discussions with strategic, marketing and communications representatives EU representatives What can interested NEM members do? Be an internal relay (MarCom people / sponsorship) Set or indicate relevant contacts for discussions Participate in eaccessible conferences and WS preparing the festival Develop common actions Sponsor the event

20 Concerned members and market feedback Media 4D Festival Negotiate with public bodies, sponsors, content industries and major event organizers Get support from concerned professional federations Organize first workshops and the 1 st edition of the Media 4D festival in 2012.

21 eaccessible Film festival eaccessible film award Media 4D festival eaccessible Mobile /short production award Media 4D TV festival eaccessible drama, sports, doc, awards, etc. awards Accessibility As an Art Festival Audio & Video eaccessible Advertising festival eaccessible Ad award eaccessible learning festival eaccessible learning award Partner with one major content event organizer. TV versus film festival (connected TV = more advanced) Set the right BM and find the financial support. %

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