Annex: MUDIA   multimedia content in the digital age
Annex: MUDIA   multimedia content in the digital age
The inevitability of change
MUDIA will function as an important catalyst for the adoption of a proactive attitude
towards technological innovation in the media industry by offering both the means
to assess new opportunities and the management tools to drive them forward. It will
also facilitate cooperative media ventures at local, national and international levels.
This will be achieved by providing a much needed European media leadership
structure that can see the bigger picture and take a long term perspective
concerning the role of the media in a digital society.
The project will map the profound changes taking place in the job profiles of
information professionals, and establish an overview of novel ways of organising
their work. Traditionally, the media profession is hierarchically structured with a top 
down operation from a single source to a large number of users. This will gradually
be replaced by a much more horizontal relationship, in which there are different
forms of feeding and feedback between content providers and their audiences. This
type of interactivity is made possible by point to point communication media such
as the Internet. For the first time, the previously amorphous public gets a face and
can voice opinions. Media professionals will have to deal with these interventions,
and will have to respond to the demands for particular types of information.
At the same time, multimedia productions will increase in number and importance.
The strict division between text, audio and video will disappear and media
professionals will have to have operational knowledge of more, if not all, delivery
modes. The focus on the message (information) element will be complemented by
understanding of the visual (form) element, as well as of the storage and
communication technology involved.
MUDIA will identify the European media outlets where these transformations have
started and have lead to successful new formats for the collection, storage,
distribution and exploitation of news materials. By analysing how this has been
achieved, MUDIA will facilitate similar action on the part of less forward looking
sectors of the industry and create a unique opportunity for informed decision taking
and critical assessment of media innovation processes throughout Europe.
The MUDIA consortium approach
Most media organisations know they must become more diverse and flexible in the
way they process information, but it is by no means clear how this objective can be
achieved. The MUDIA project intends to provide the hard information the European
multimedia industry must have if it is to develop and adapt to new technologies and
evolving content production and consumption issues.
MUDIA s main objective is to stimulate innovative media practices and develop an
understanding of the changing role of information (and information providers) in a
networked society. To this end, consortium members are drawn from many different
organisations involved in the media industry, representing both commercial and
academic interests. All partners bring not only themselves, but their networks, to
the project board, making MUDIA a truly European wide research and development
initiative. The composition of the consortium* has been deliberately designed to
ensure that the research is relevant, practical and industry focused as well as
academically rigorous and multidisciplinary.
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