[START VIDEO PLAYBACK]
On YouTube, everyone loves
it because it's such a wide
range of things to watch.
My favorite video at the moment
is of the kung fu baby.
I put on about three or
four videos on YouTube.
Being online as a band is a
chance to [UNINTELLIGIBLE]
things that the internet and
online communities like Myspace
and Bebo and Facebook and all
this kind of stuff is
equivalent in technology now to
what was going on when people
were wandering around London
and the punk scene
was starting.
It just happens to
be virtual now.
My favorite user-generated
websites are [UNINTELLIGIBLE].
Well I found him on Myspace and
I checked that stuff out and
I thought it was really good.
You create your own fame and
that's the difference
[UNINTELLIGIBLE]
other people create your fame.
People don't just
see the media.
They are the media.
I think user-generated
content is a good thing.
It's fun to show everyone
else, yeah look, we're online
now, it's really cool.
I sometimes use
BBC Interactive.
These tools are for everybody.
They've come down to 100 quid
an internet connection.
It's enabling a lot of people
to express themselves and to
think things through
a lot better.
You could watch a streaming
show of me, or you
could watch EastEnders.
The information online is
my source of information.
The only thing that determines
whether your message will
be heard or not, is whether
your message is any good.
[END VIDEO PLAYBACK]
PATRICK DIXON: Well hello, good
afternoon, my name is Patrick
Dixon, and I'm going to guide
us through the next two hours
on the future of
entertaining me.
And in fact it's more then
just about entertainment.
It's about a virtual world,
it's about communities, it's
about some of the things we
began to hear about this
morning through things
like the second world.
Let me just start by
asking a question.
Did anybody Google this
hotel before you came here?
Anybody do that or
have a look at it?
Right.
Keep your hands up now.
OK let me [UNINTELLIGIBLE].
OK, now I'll ask
another question.
If you Google somewhere
like this, you see two
things come up, right?
You see a Google ad or
something like that on
the right hand side.
You see the hotel's
official website.
And probably just one
notch above it, you
see traveladvisors.com
Now put your hands up if you
click first on Travel Advisor
rather then the official
website to find out the truth
about this amazing hotel.
Put your hands up if you trust
Travel Advisor more than the
official website to decide
which room to book or what
it's really going to be like.
Put your hands up now
if you would trust
Travel Advisor more.
Put your hands up if you would
trust the official corporate
advertising spin for this hotel
more than Travel Advisor.
Put your hands up.
OK now that's very interesting.
Shall I tell you what's
really interesting?
I am benchmarking you against
around 50 to 100,000 executives
at the top of their industries
in every industry you can
imagine, in every country can
imagine, over the last
four to five years.
And you're the first audience
I've ever come across that said
they would trust the official
site more than they would trust
the communities response.
I just want you to know that.
Now what's really interesting
about it is that for most
people who go online, they
will intuitively trust
a community comment.
It may even have been written
by a paid employee by the
way, to praise the hotel.
They will intuitively trust the
community comment more than
the official advertising.
And most of the
surveys show that.
And what that means is that
despite what we heard this
morning about brands and the
future of brands, in one
sense, advertising is dead.
Because what it means is, this
hotel here could spend half a
million dollars every month
on online advertising spend.
But if every time you type that
name of the hotel into Google
and up comes the name of the
hotel, and tripadvisor.com is
saying something like-- which
of course, this is a fantastic
hotel, it's absolutely one of
the best in the world-- but
just suppose the first thing
you see is a Google extract of
them saying, my wife was so ill
on our honeymoon the night
after we arrived because
of the [? da-de-dah ?]
job that she was in
hospital for a month.
And someone else says, it's
fine apart from the rats in
the restaurant, and a
few things like that.
And you can see straight away
the brand is being shaped not
now by the spin, not now by
the advertising campaign,
but by the online community.
Now that's the brand side, of
what we're going to explore
today, this afternoon, which
is this whole collective
business of entertainment.
Can I ask something else?
Who here is already clicking
through-- you're skipping
through adverts, because you're
storing TV on some device in
your own home, and then you're
not bothering to watch the ads.
Have a look around.
OK.
Who here is watching TV already
on your phone, or you've tried?
Who here is already discovering
that your phone is too
small for half the things
you're wanting it to do?
Right.
You see, the world is confused.
We're confused about what kind
of technology we want and need.
On the one hand, we want these
minute microscopic devices, but
on the other hand we also
want to be entertained.
I mean we want to be
entertained by me.
We want this incredible,
multimedia, eclectic
environment which is coming
streaming into our pockets
365 days a year, 24/7.
And then we're going to
have to think about how
we actually package it.
Now to help us to do some
of these things, we've
got an amazing panel.
And the first of the people
we're going to start with
traditional broadcasting,
newspapers, and publishing, and
we're going to work our way
through reality TV, YouTube,
and few other things, and then
we're going to land up in outer
space with Virgin Galactic.
So we're in for a
really, really great
