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Concepts such as Open Source and Creative Commons are usually foreign to most corporations. Mohamed will share his experience with championing these concepts within a media company and discuss how Al Jazeera is aligning these philopsophies to their strategic goals.
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Mohamed Nanabhay (mohamedn.com)Head of New [email protected]
Text
*interbrand
(cc) paul goyette, 2006
Normally I explain new media and online to
people in suits.
Today is different...
(cc) Lynette Webb, 2006
1 Losing audiences to new platforms
2
4 Undefined Business Models
3 Content is going online whether we like it or not
Challenges to our Industry
New content creators and sources
5 Resistance to change
“Crisis of Relevance”
v.
“Crisis of Relevance”
‣Creating and sharing media
‣Public vs. Private blurring
‣Unbelievable choice
‣Socially networked
‣Always connected to people & information
‣Reference point for trust has changed
How do we begin to deal with this?
Broadcasting
Distributed Distribution
Participatory Culture
Reputation
Distribution Financial
Community Empowerment
Respectour audience
Challenge Competitors
(cc) F3R/n@nd0 (FJTU)
Our Experience
• Don’t do it for philosophical reasons (or don’t sell it on those reasons) - do it to get it done
• Start small and create a precedent
• Get buy-in
• Align to corporate/business objectives
• Prove strategic objectives
• Keep going
(cc) daniel villar onrubia, 2008
“While free software by any other name would give you the same freedom, it makes a big
difference which name we use: different words convey different
ideas.”- Richard Stallman in Why “Free Software” is better than
“Open Source”
Don’t get caught in the details
• Free? Free?
• Find common language
• “Open source” is working
• CC/GNU/GPL2/GPL3/FLOSS/FOSS leaves people at a loss...
(cc) musha6800, 2006
Start small and create precedent
• a little bit can go a long way
• re-assure people
• “this is now policy....”
Get Buy-In
• YouTube experience with the US Market
• Lawrence Lessig at the Al Jazeera Forum 07
• Value Proposition - Free?
Align to business needs
• 1.7m people were introduced to AlJazeera English through Ghida Fakhri
• 35m views (only our content that we’ve uploaded!)
• 6700 videos online
Prove strategic value
Challenges to adoption
• keep going...
(cc) rightee, 2007
(cc) Jeff Kubina, 2008
“....the ultimate test of our founding ideals, respect for freedom of speech, is whether your perspective be allowed in my country....To win that battle you need to be better at embracing our ideals than we are. Which I think means that every single bit of your content should be available, offered freely in a certain form... in a way which makes the message also remind us of the ideals behind this mode of speech.” - Lawrence Lessig, Al Jazeera Forum, Doha 2007
• labs.aljazeera.net
• www.aljazeera.net
• www.youtube.com/aljazeeraenglish
• twitter.com/ajenglish
• mohamedn.com
[email protected] (e-mail, gtalk, twitter, linkedin, facebook....)
