Jul 252006

Evolving Technology, where will your audience be? © Jonathan Marshall 2006.

The second of 8 podcasts recorded live during the LAMP lab on Milson Island, Sydney in July 2006 – in front of the eight teams and ten mentors developing emerging media projects. International mentor Jonathan talks about new technologies and how we engage audiences with them.
jonathan marshall“Choose the platform based on the audience and their likely location. Think about how each user will move between each platform and don’t choose a platform just for the sake of it”

After an entertaining rope trick showing how TV, mobile and broadband penetration will invert itself over the next few years Jonathan continues by looking at the technological transitions that are taking place at the moment. He looks at the emerging cross-over potential of TV and PC becoming IPTV, of TV and Mobile becoming DVB-H (one flavour of mobile TV) and ‘download’ possibilities as mobiles become as powerful as current PC’s.

Jonathan investigates the shift and flattening of audience demand for content as multicast becomes unicast – traditional broadcast turns into personalised individually available global streamed channels and pots of content over peer-to-peer networks. He asks the age old question is broadcast dead and says it will always have a place from a pure distribution efficiency perspective and shows how it will fit into the three way mix of broadband, broadcast and mobile networks. He ends by talking about future devices and how storage will be ubiquitous and the tools to find content to put onto that storage will become absolutely critical. (During the q&a session there is a discussion about the transition from broadband to PC to IPTV and how broadcasters and telecos are preparing for the fight ahead).

All LAMP podcasts are also published through the iTunes store.


Jonathan Marshall is one of the key technical strategists in the field of interactive TV, having led the development of the BBC’s first groundbreaking services on DTT and Digital Satellite. Jonathan started his career at the BBC in 1991 as a recording engineer for BBC Scotland. He then left to complete a degree in Electronics and Music followed by a Masters in French and Management. By combining these skills he worked in Paris for IRCAM designing and implementing Digital Music Workstations for contemporary composers and performers to use.Jonathan rejoined the BBC in 1996 working firstly on DAB and then Digital Television for the Research and Development department at Kingswood Warren. It was here that he developed the world’s first interactive TV broadcasts in MHEG. In 1999 Jonathan joined the newly created BBC Interactive TV department at Bush House, where he worked with the technical team in delivering a whole raft of services, including the BAFTA award winning Wimbledon Interactive and Digital Text services on the Sky Platform. This work cemented his reputation as one of the key technical strategists in the interactive TV field. Jonathan went on to become BBC Interactive TV’s main technical interface for all third party providers, testing and appraising their products, giving him an unrivalled knowledge of the interactive TV tools market.

Jonathan now works as a freelance Technical Development Producer working with a range of new media companies from start-ups to multi-nationals. As part of his work he delivers training courses both within the BBC and around the world to enable content producers to deliver world class interactive services using the latest technical innovations.

Sydney 4 July 2006 – Time 20:54. PDF (191k) of presentation
Click to listen

Audio edit, description and mp3 prep/post  – G Hayes

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