Media 2020 Conference: Media Landscape and UHDTV Production in 2020
“Trends in Media Development” was a round table discussion that dealt with the latest trends, outlining how the media landscape would look like in 2020. Graham Ellis, Deputy Director Radio, BBC UK, referred to the radio as a great survivor. In his opinion, television will be changing very quickly as on demand Internet viewing grows. By contrast, radio will very much remain in this current form, being a powerful, enduring medium.
According to Toshiyuki Sato, Special Controller at NHK-Japan public media is a social part of democracy. The Japanese panellist believes that television is a very important medium and has an important impact on modern society. “The new media we have must be included into the system, but we must have a leading goal as a broadcaster otherwise we won’t have a future,” he added.
Yuri Loburets, Director Radio Association of Television and Radio Sales Houses, thinks that it is important for broadcasters to focus on their data and measurements. He also considers that the main challenge for advertisers is to gain and acquire new competences and hire new talents in the advertising industry.
In the future TV broadcasting will see a high degree of development, rising from 4 to 16 times more vivid pictures. But that will come at a higher cost. Elena Spanily, International Relations Expert, Romanian Television said that she is a great defender of the TV set, although television has actually lost the race with technology. Upon the appearance of mobile phones, tablets and other devices some said that television has no future. A couple of years ago the Americans said that the TV is dead as doorknob. That is not the case.
Jun Ogawa, Deputy Chief Officer for International Affairs, President`s Office, Tokyo Broadcasting System, Japan said in 2012 the Olympic games were broadcast in 4 K, in 2016 experiments will be made for 8 K broadcasts while in 2020 sporting events could be aired in 16 K.