Futuretainment offers a fresh approach to the role of the entertainment industry within the contemporary world of digital media. It looks at how the proliferation of concepts such as MySpace, YouTube, iTunes and Google, to name but a few, have come to dominate over previous channels of marketing and communication. Today, the consumers set the rules, assuming the role of business professionals themselves and thus transforming the entertainment industry. This book will be a business-minded examination of the evolving trends in media, how they will affect businesses and how to plan for a future that revolves increasingly around the demands of the consumer. It will also offer an `insight' at the end of each chapter, which will act as a concise sypsis of the practicalities discussed in that chapter.
Mike Walsh is an experienced media commentator and trend analyst, specialising in the advance of new technology and changes in consumer behaviour. He is based in Hong Kong from where he runs the 'innovation research agency' Tomorrow.