He’s the former president of digital for OWN: The Oprah Winfrey Network.
I saw him speak at the Merging Media conference in Vancouver in November 2010 and he was a very enlightening speaker.
During his talk he covered the way that technology has shaped society and gave us a whirlwind tour of the past 500 years. His speech was entitled ‘Goodbye to Gutenberg.’
Tercek suggested that with the invasion of e-book readers, the economics of the publishing industry are just not there. Most of our broadcast models are based on print. He cited the tremendous growth of the iPad from 5 million to 20 million and the Android phone selling 45 million – products that didn’t exist two years ago.
He drew contrasts between the old broadcast model and digital media:
Fixed media > fluid
Static > dynamic knowledge
1 way broadcasting > participative media
Passive viewers > active
Mass manufacturing > custom
Mass marketing > multi-pronged with many conversations
Mass branding > a branded experience
Proprietory systems > open platforms
The social media landscape has shrunk the world. Look at the success of Life in A Day where over 80,000 clips were uploaded to YouTube to record the events around the world on July 24, 2010.
The 4,500 hours of film – whittled down to a 90 minute film – was shown at the Sundance Film Festival. The filmmakers are now asking people to join a volunteer marketing team to bring this film to as many people as possible.