SHAPESHIFTING TV: OPPORTUNITIES OPENED BY NEW FORMS OF INTERACTIVE TIME-BASED VISUAL MEDIA
SHAPESHIFTING TV: OPPORTUNITIES OPENED BY NEW FORMS OF INTERACTIVE TIME-BASED VISUAL MEDIA

Summary/Abstract: Analogue broadcasting used to be the main method of delivering time-based visual media (recorded moving image). All of the EU15 countries had a more or less complete coverage of analogue TV in 2003 – i.e. it existed in almost each household. This form of media is immovable and therefore can only be consumed. Games, the internet and digital TV have changed our perception of time-based visual media, and have opened new opportunities for its exploitation, at the same time. We, the consumers, expect to be able to interact with it. This paper presents the results of one major European initiative, the FP6 NM2 project, which developed a new form of interactive media dubbed ShapeShifting Media. The main focus of this endeavour was television, hence the focus of this paper on ShapeShifting TV. This new form of media is expected to generate new business models and exploitation opportunities. The focus of the paper is on the new form of media itself, but the expectation is that it will implicitly suggest exploitation opportunities to a business audience

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