Monday, April 09, 2007

Cross country for cross-media (14)

While the CMID07 was going on on Hemavan (Sweden), my Italian friend Max Giovagnoli organised the cross-media conference Cross-Media #2 in Rome. Max is professor cross-media at the Link campus of the University of Malta in Rome; in fact he will manage there the new Cross-media Communication and Management Master of Arts next academic year!. In his former life Max was involved in entertainment and especially in crossmedia and broadcasting, amongst other as a director of the Italian version of Big Brother. He is the author of a book about cross-media; however the book is in the Italian language (see cover). He has organised the cross-media conference for the second time as you can see from the announcement. Having returned from Hemavan, I asked him how the conference went.

How succesful was the conference and how many people were present)?
Between the 100 and 120 people attended the conference. Cross-media # 2 had a great result on Italian media. No less than 5 dailies, 2 weekly newspaper, 2 television stations and 3 radio carried items about the conference.

What was the most talke about question. Was there a discussion on the term cross-media?
I openend the conference with a speech and focused on new trends in the cross-media communication and management market. I stressed the importance of videogames, virtual worlds online, mobile contents and new media narratives as the most powerful battlefields of the present and future.

What was the most convincing cross-media case brought forward in the conference?
It was not just one. In fact we had three cases:
- Second Life;
- Spiderman;
- Final Fantasy.

I also asked him a question about the Italian broadcast company Mediaset of the former prime minister Berlusconi. Mediaset and John de Mol team up in a consortium to acquire Endemol. John de Mol wants to get back Endemol, while Mediaset wants to learn how to make international deals. Being a big player or even bigger soon, it is important to see whether Mediaset would become a driving force.

What direction will cross-media in Italy take? Will broadcast be the main drive or film? And what would be the influence of Mediaset, if it acquires Endemol together with John de Mol; will that give a special drive?
It depends on what Mediaset will bring to the partnership, and on what it wants to achieve from Endemol. In general, I never had partnership or contact with Mediaset for cross-media initiatives and projects, and I believe it could be a significant happening, since there's still a terrible confusion in Italian television concerning convergence, multiplatform distribution and cross-media. But I could be wrong (I hope)...

Blog Posting Number: 719


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