1. Mutual Media Nordvision, November 2009 Charles Leadbeater

2. Ned’s Media Space Search Enjoy Talk Do Old Industrial Digital

3. Ned’s Media Space Word of mouth The schedule Google Social Networks Search Enjoy Talk Do Old Industrial Digital

4. Ned’s Media Space Word of mouthTheatre Music The scheduleBooks Film TV Google Social Networks YouTube Search Enjoy Talk Do Old Industrial Digital

5. Ned’s Media Space Word of mouthTheatre Music His best friend across the road The scheduleBooks Film TV Landline telephone Google Social Networks YouTubeSocial networks, games Search Enjoy Talk Do Old Industrial Digital

6. Ned’s Media Space Word of mouthTheatre Music His best friend across the road Pencil and paper The scheduleBooks Film TV Landline telephone V limited Google Social Networks YouTubeSocial networks, games Garage Band Sketch Up Search Enjoy Talk Do Old Industrial Digital

7. Places Ned Never Goes Word of mouthTheatre Music His best friend across the road Pencil and paper The scheduleBooks Film TV Landline telephone V limited Google Social Networks YouTubeSocial networks, games Garage Band Sketch Up Search Enjoy Talk Do Old Industrial Digital

8. My Parents’ Media Space Word of mouthTheatre Music 10% His best friend across the road Pencil and paper 15% The schedule 5% Books Film TV 65% Landline Telephone 5% V limited Google Social Networks YouTubeSocial networks, games Multiple Search Enjoy Talk Do Old Industrial Digital

9. Ned’s Media Space Word of mouth 10% Theatre Music 10% His best friend across the road 10% Pencil and paper 10% The scheduleBooks Film TV 25% Landline Telephone V limited Google Social Networks %10 YouTube %10 Social networks, games %10 Multiple 15% Search Enjoy Talk Do Old Industrial Digital

10. Mutual Media Traditional Media  High fixed costs  Need a mass market  Deliver content to audience  Distribution controlled  Financial models relatively secure  Audience = enjoy experiences Traditional Media

11. Mutual Media  Open/shared platforms  User created and professional content  Content shared/adapted  Multi peer to peer channels  Shared rights/ownership  Financial models uncertain  Participants = Enjoy, Talk, Do experiences Mutual Media

12. Mutual Media: potential  Learning: Student Room  Health: Patient Opinion  Entertainment: Games/Play  Science: Open Access  Knowledge/Information: Wikipedia  Politics: Obama Digg, Reddit, Yelp, Delicious, Flickr, Library Thing, MumsNet, Kiva, Twitter Traditional Media Mutual Media

13. Mutual Media Map Traditional Media Mutual Media Commercial Social Public

14. Mutual Media Mutual Media Map Traditional Media Mutual Media Social School of Everything Student Room Library Thing Wikipedia NetMums, Yelp

15. Mutual Media Mutual Media Map Traditional Media Mutual Media Commercial Social Public iPlayer British Library NHS Choices Glow

16. Mutual Media Mutual Media Map Traditional Media Mutual Media Commercial Social Public iPlayer British Library NHS Choices Glow Guardian Open Source 4iP

17. Mutual Media Mutual Media Map Traditional Media Mutual Media Commercial Social Public Facebook Twitter Flickr YouTube Trip Advisor World of Warcraft, iPhone

18. Mutual Media Mutual Media Map Traditional Media Mutual Media Commercial Social Public School of Everything Student Room Library Thing Wikipedia iPlayer British Library NHS Glow Facebook Twitter Flickr YouTube Trip Advisor World of Warcraft, iPhone 4iP, Guardian, Open Source NetMums, Yelp

19. Mutual Media Mutual Media: Issues and Policy  Investment: scale and diversity  Ownership/rights  Business models  Organisational skills  Relationships with traditional media  People who lead the shift = renegades and pirates Mutual Media

20. Cloud Culture More culture than ever in digital form + More accessible than ever to more people + More contributors than ever + More collaboration platforms = Cloud Culture