- il y a 2 jours
The Future of Media
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TechnologieTranscription
00:00Sous-titrage Société Radio-Canada
00:37You can see where the love is. Hey, everybody. We're going to have some fun today. You know why?
00:45You're all going to get involved in this conversation. What do you think?
00:51Okay. A little more energy here. A little more energy here.
00:55You've been hearing about AI all day. Who's afraid of it?
00:58Raise your hand. Who's excited about it? Who's afraid and excited?
01:08Okay. Well, we're not going to talk about it so fast.
01:10Okay. Because you've been talking about it all morning.
01:13So we're going to talk about some other things, right?
01:16Okay. So this conversation is about the future of media, right?
01:23Anyone here Gen Z? Just checking.
01:26All.
01:27I was hoping to make up with it.
01:29Gen Z mindset. We can have a Gen Z mindset.
01:32My father says, may he rest in peace, that we're ageless.
01:35So I kind of like that.
01:37But let's just sum up a little bit.
01:39Future media marked with significant transformation driven by new technologies.
01:44We all know what's going on, right?
01:46I hope so, since you're all C-suite at the top.
01:49So you guys better be there on the cutting edge.
01:53Rise, convergence, lots of media transformation going on.
01:57Mobile, on-demand consumption.
01:59Okay. So we got that.
02:01Social media influence.
02:02We're going to talk about all these topics.
02:04I'm just giving you a little cheat sheet.
02:06I am the chief troublemaker.
02:08I am the CEO of the female quotient.
02:10So I am going to throw in some gender equality conversations,
02:14since that's what I usually do.
02:16This is a little off kilter for me.
02:18So I will get some bias and stereotype questions in there.
02:22Just FYI.
02:24Streaming, all-time high.
02:26We are moving in that direction.
02:28Data-driven advertising.
02:30Measurement is complicated right now.
02:34Virtual augmented reality.
02:36So we've got a lot of things going on,
02:39so decision-making is very hard.
02:41So we know that all these things are happening
02:43with the future of media.
02:45So I just did a little cheat sheet summary.
02:49But I'd like you all to introduce yourselves.
02:51Tell me who you are, what you do.
02:53I do have the title of chief troublemaker.
02:56I break all the rules that make no sense
02:57and create new ones.
02:58So I am going to go off-script from here.
03:02So everything that you thought you knew
03:04I was going to ask you, I'm not going to.
03:06I would love to hear not only who you are
03:09and what you do, but I want to go back in time.
03:13Because we all grew up in the day of traditional media,
03:16and you guys all ran companies in those days.
03:19I have known this guy for a very long time.
03:22He actually bought my first company,
03:26which was incredible.
03:28Yeah, I know.
03:28Thank God.
03:29And we did quite well together.
03:31And those were the days when the internet
03:33was the future of media.
03:35So the internet was, I pioneered online research.
03:39Thank you for acquiring that company of mine.
03:42And the internet was created 25 years ago.
03:4625 years ago, which is pretty crazy.
03:48And of course, you can tell your story
03:50of what you created.
03:51And this morning, I woke up thinking, wow.
03:54Then it was, what do we do with the internet?
03:58We were in a linear world, television, traditional media.
04:02And I created this concept of I-W-W-I-W-I.
04:07I want what I want when I want it.
04:09And that's what consumers were talking about.
04:10Today, we're living in that world.
04:12But it's this whole omnipresent
04:14where consumers are multitasking on steroids.
04:16And then it was just, what do we do with this internet?
04:19And how do we think about media?
04:21And I wrote this concept of, you know,
04:24looking at media and archetypes.
04:26And we better use mobile phone.
04:29And the content better be relevant and in bite size.
04:32And the internet should be with wisdom and search.
04:36And how do we think about putting content in each channel
04:40in a linear kind of way?
04:42Tell us who you are, what you do,
04:44and how you think about,
04:45how you thought about technology and the evolution.
04:48I'm Bob Pittman.
04:49I'm the CEO of iHeartMedia.
04:52And I've been through a lot of the revolutions.
04:54I was there with the cable revolution.
04:55I'm so old, I was there for the FM radio revolution
04:59when FM wasn't even in the car.
05:01And so we were putting FM in the car and go,
05:03wow, isn't that great?
05:04I saw cassette players, 8-track tapes.
05:08And then, of course, I was at AOL
05:09when we brought the internet to the mass market.
05:12In my day, 50% of the traffic of the internet
05:14in the United States went through AOL.
05:17And obviously, when we started MTV and Nickelodeon,
05:19all the cable networks, you know,
05:22that was at the time high tech.
05:24We were delivered from satellites over cable.
05:27And what's interesting is, though,
05:29I think, going to your question,
05:31there's one way to deal with technology
05:33and figure this out, which is watch the consumer.
05:37Consumers are on since the days of the cave person.
05:40There have been everybody's on a quest for more convenience.
05:44Wasn't the wheel great?
05:47Save me time, save me effort, and I'll do your product.
05:50At AOL, we called ourselves convenience in a box.
05:53And all we did was look for what do people already do
05:57and what can we do to make it easier?
06:00And I didn't see one deviation from that.
06:03I mean, when you think about TikTok today,
06:05TikTok or Instagram or Facebook,
06:08their predecessors were the chat rooms at AOL.
06:11Their predecessors were MTV.
06:14When you didn't have, and what is social?
06:16When I don't have anything to do, I hang out.
06:19And the predecessor to MTV,
06:22because in the 80s, if you don't have anything to do,
06:24you just turned on MTV and were glued to it.
06:27But it goes back American Graffiti,
06:30if you've seen the movie.
06:31I grew up in that era.
06:32People went to a drive-in restaurant in town
06:34and they sat around the cars and people drove through.
06:37Not very convenient, but at least we could see everybody.
06:40And it's gotten progressively easier,
06:43more convenient to hang out.
06:45And so things don't change.
06:46Even if you go back to cable networks,
06:49they weren't about networks.
06:50They were about giving the consumer more choice
06:53because the broadcast networks,
06:56news was delivered here,
06:58kids' programming's here,
07:00sports is here.
07:01So we developed all these 24-hour networks
07:03because it was pre-on-demand
07:05so you could pick a little music
07:07from the 24-hour music channel,
07:08pick a little news from the 24-hour news channel.
07:10And we were putting it together.
07:12It's no wonder they're dying
07:14because we now have on-demand.
07:15And so I think, again, and now I look at AI.
07:18What is AI?
07:19And AI, to me, is pretty simple.
07:21AI is just going to be everybody gets an assistant.
07:25Wouldn't that make your life a lot easier?
07:27And if you think about what makes a great assistant,
07:29it's someone who learns the needs
07:33of the person they're assisting
07:34so they can anticipate and predict.
07:37And when people say,
07:38are these big artists going to be supplanted
07:41by AI making the music?
07:43I don't think there's a chance in hell of that.
07:45What I do think is those big artists
07:47are going to have this fantastic assistant now
07:50to help them think of some new songs
07:52and write it and work on it.
07:53And I think everybody who never had an assistant
07:56is going to be, wow, I've suddenly got somebody
07:59to help me in everything I do.
08:01But again, everything I've just said
08:03has one thing, convenience.
08:05We've just saved people times
08:07and made their lives easier.
08:09I just love that.
08:11So when you think about decisions,
08:14convenience is the first thing
08:16that you think about in your mind.
08:18It is like, the only one I got really tripped up on,
08:22there were two of them
08:23that I thought would violate the rule.
08:25I thought in the 90s, I said,
08:27no one's going to buy clothes without trying them on.
08:29I was wrong.
08:30Turned out convenience won.
08:31The other was, I said, with that big screen TV,
08:35there's no way people are going to watch it on a phone.
08:38I was wrong again there.
08:40I mean, I watched my kids,
08:41rather than go to another room to see the big screen,
08:44they just sit in the room and watch it on their phone
08:47on that small screen.
08:48So I've actually seen,
08:50and this is consumer, not B2B, but consumer,
08:53I've seen zero deviations from that rule,
08:57which is whatever you're doing,
08:59if I can make it more convenient, I'll win.
09:02If I have one more click or make it harder, it won't.
09:05By the way, this is going to sound awful,
09:08and I don't mean to sound this way,
09:09convenience beats quality.
09:10If quality won,
09:12we'd never have the microwave oven
09:13because the conventional oven cooks better.
09:16And by the way,
09:16the phone at my house wired up
09:18is a lot better quality than my cell phone.
09:21I think 80% of the homes,
09:2390% of the homes have gotten rid of the wired line.
09:25It's again and again,
09:27people will pick convenience over anything else.
09:29Even back to the days,
09:30you guys don't remember this,
09:33when video cassettes came out,
09:35there were two formats.
09:36There was beta and VHS.
09:39VHS won because it was lower quality,
09:42but you could have a whole movie on one tape.
09:44on a beta match,
09:46you had to have two tapes for one movie,
09:48and VHS killed beta.
09:52Okay, Asmita, you got a hard act to follow there.
09:55Yeah.
09:55But, I mean, tell us who you are,
09:57what you do,
09:57and give me an innovation,
09:59a technology that you loved from the past
10:02that was game-changing for you.
10:05Okay, so, hi.
10:07And thank you for that, you know,
10:09a lot to think about.
10:10My name is Asmita Dube,
10:12and I work at L'Oreal
10:14as the Chief Digital and Marketing Officer.
10:16I'm based in Paris here.
10:17I spent a lot of time in China,
10:19and I belong to India, you know.
10:22What is the technology that I love,
10:25or innovation?
10:26I want to start with
10:28beauty is a timeless value,
10:30and I really love the fact
10:31that we invented the hair color
10:33a long time ago.
10:35In terms of technology,
10:36what I remember is
10:392005, 2006,
10:40I was in China,
10:42and there were all these,
10:44you know, startups.
10:46That name was not so famous then,
10:48but the startups were coming to us
10:50and saying,
10:51hey, you need to invest
10:52in mobile marketing.
10:54We're like,
10:55what is mobile marketing,
10:56you know,
10:57and why would we invest in that?
10:59And that took more than
11:01a decade after that,
11:02you know, to grow.
11:04And I'll finish by saying
11:05and adding to your point,
11:07you talked about convenience,
11:08and, you know,
11:09I would say from convenience,
11:11what comes is adoption.
11:13And technology is work.
11:15When there is adoption,
11:16there are 5 billion people online today,
11:18and that says a lot about adoption,
11:21and it is still growing.
11:24It's so incredible
11:25with the convenience and adoption
11:27because I remember working
11:28on the first TV programmatic
11:31when we were trying to look at
11:34how to use the channel,
11:37picking what channels to watch,
11:39the program guide.
11:43And I remember consumers,
11:45as a researcher,
11:46saying it was too complicated.
11:48they didn't want
11:49so many channels
11:51to choose from.
11:52And look at where we are today,
11:54multitasking on steroids.
11:56And by the way,
11:57and the recommendation
11:57on those programs
11:59is critically important
12:00because if I just have
12:02to scroll through everything,
12:03it's very hard.
12:04But if I pick one show
12:05and it's automatically
12:06got a tree there,
12:08it says,
12:08if you like that,
12:09you'll like these next five,
12:10turn out to be
12:11more and more important.
12:12And then when you look
12:13at convenience,
12:13we were doing avatars
12:14and QR codes
12:1720 years ago,
12:18but no one was ready for it.
12:21And now it's everywhere.
12:23So,
12:24okay, Laura,
12:25let's go.
12:25Hi, I'm Laura Malergue.
12:28I'm the founder
12:29and CEO of this place.
12:32So, basically,
12:32an ad tech company
12:33in Autofoam.
12:35And I really love technology
12:37and also real life.
12:39So,
12:40this is why
12:41there is a good mix
12:42with Autofoam
12:43because this is advertising
12:44in real life.
12:46and during the 10 last years,
12:49we worked hard
12:49to make this accessible.
12:52So,
12:53I think technology
12:53first brings accessibility.
12:55Now,
12:56we did it.
12:58So,
12:58we have 1 million panels
12:59around the world
13:00accessible in real time
13:01thanks to technology.
13:04And I think now,
13:05the next 10 years
13:06will be more
13:06based on
13:08how we bring
13:10more content
13:11on advertising,
13:13how we keep
13:14attract
13:15its
13:16attractive
13:16and how we
13:17are able
13:19to make
13:21this advertising
13:22at scale.
13:24Really,
13:25people pay attention
13:27to it.
13:28And I think
13:29the next technology
13:31will help us
13:32and innovation
13:32will help us
13:33to attract
13:33more attention
13:34to advertising
13:36and also
13:38remove boundaries
13:39between
13:40information,
13:42commercial
13:43and art
13:45to be able
13:46to attract
13:46more attention
13:47of people
13:48because this is
13:49what we want.
13:51At the end,
13:51it's going to connect
13:52to the consumer
13:53and to
13:55make a format
13:56of content
13:57that is
13:58really important
13:59for them.
14:01And when you talk
14:02to Gen Z,
14:03I think also
14:05Autofoam
14:06is something
14:07that people,
14:08young generation,
14:09is really
14:10paying attention
14:10to.
14:11It's the second
14:12media after
14:13social media
14:13and it also
14:15gives an orientation
14:16to how we need
14:18to treat
14:19also advertising
14:20globally
14:22and also
14:23in Autofoam.
14:24fantastic.
14:25Roger.
14:26Great,
14:27thank you.
14:28So I'm Roger Lynch.
14:29I'm the CEO
14:30of Cotting Ask.
14:31We are a publishing
14:32company that is,
14:33most of our business
14:34today is digital.
14:36You probably know
14:36some of our brands
14:37like Vogue,
14:38Vanity Fair,
14:39GQ,
14:40The New Yorker,
14:40Wired.
14:41We have 30 brands
14:42in 31 countries
14:44around the world.
14:45But my background
14:46is not publishing.
14:47When I joined
14:48the company
14:48four years ago,
14:50that was my first
14:50foray
14:51into the publishing
14:52industry.
14:52My background
14:53before that
14:53was really technology
14:55going all the way
14:55back.
14:57Originally,
14:58I was a researcher.
14:59I was a physics
14:59major
14:59and did research.
15:03And after business
15:05school,
15:05I went and became
15:06a banker.
15:06And because of my
15:07technology background,
15:08I was working
15:09in the technology
15:10industry.
15:11And this was right
15:11at the beginning
15:12of the internet.
15:12So I was focused
15:15on internet companies
15:16and took a lot
15:17of the famous
15:18internet companies
15:18that you hear
15:19about today public
15:20back in the mid
15:20to late 90s.
15:22And I left that
15:23back in 99
15:23to start running
15:24and starting
15:25internet companies.
15:26So the first
15:27company I started
15:27was a broadband
15:28internet company
15:29in Europe
15:30in 1999.
15:31It was one
15:32of the first
15:32broadband businesses.
15:34But what fascinated
15:35me about it
15:35is how it could
15:36change media
15:37and content
15:38distribution.
15:38So we were
15:39having to build
15:40technology,
15:41but we also
15:43did a deal
15:44back in 1999
15:46to stream live
15:47NFL games
15:47in Europe
15:48on the internet.
15:49because what
15:51really fascinated
15:52about it
15:53to me
15:53was fascinating
15:54about it
15:54is how it
15:55could change
15:55how people
15:56consumed content.
15:58And so after
15:59that I started
15:59the first IPTV
16:01company in Europe
16:02and then I moved
16:03back to the US
16:04and started the
16:04first live streaming
16:05TV company,
16:06Sling TV.
16:08I ran one of the
16:09big streaming
16:09music platforms,
16:10Pandora,
16:11before Condé Nast.
16:13and so I've always
16:15been fascinated
16:16about that
16:16intersection
16:17and what really
16:18appealed to me
16:18about Condé Nast
16:19was that opportunity
16:20to transform,
16:22again,
16:22how content
16:23is distributed,
16:24but to be doing
16:25it somewhere
16:25where we control
16:26our own content
16:27because obviously
16:28all the big tech
16:28companies have gotten
16:30into the content
16:30distribution business
16:32and they're hard
16:33to compete with
16:33and so having
16:36a company like
16:36Condé Nast
16:37that's very global
16:38where you can still
16:39use technology
16:41is fascinating.
16:42and the great thing
16:42about technology
16:43is there's always
16:44something new.
16:45Right now it's AI,
16:47in five years
16:48it'll be something
16:48else new
16:49and that's part
16:50of what keeps
16:50it dynamic.
16:51That's crazy.
16:53Rob.
16:54Hey everyone,
16:55good to be here.
16:56Such a great
16:57bunch of people.
16:59So I work for CNN,
17:00it's my job
17:01to focus on
17:02the digital business,
17:03make sure we have
17:03the latest solutions,
17:05technologies,
17:06go-to-market strategies,
17:07make sure ultimately
17:08we're delivering
17:09what our clients want
17:10when it comes
17:11to our commercial
17:11solutions.
17:13CNN is a top 100
17:15website in the world
17:16so we reach
17:17a huge volume of people
17:19so to do that
17:20we need to try
17:20and stay ahead
17:21when it comes
17:21to technology.
17:23To think about
17:23technology
17:24that kind of
17:25where I think
17:26it's at today
17:26and how it
17:28fits within
17:29our industry
17:29I'm going to talk
17:30about a dentist visit
17:31that I went to
17:33last week.
17:35I was in the dentist
17:36and no jokes
17:36from the Americans
17:37about Brits
17:38with bad teeth.
17:40It's a little bit
17:40true maybe
17:41but I went in
17:43for an appointment
17:43I knew I needed
17:44something
17:44he goes
17:45okay I've got
17:45I see myself
17:46as a digital dentist
17:47he said
17:48I was like
17:48okay cool
17:49I work in digital
17:49that makes sense
17:51and he goes
17:52you need this work
17:53I've got this new
17:54machine
17:55a CT scan here
17:56can I scan
17:57you now
17:58I said
17:59yeah
17:59he goes
18:00it's X amount
18:01of money
18:01it wasn't that
18:01much money
18:02to be honest
18:02go in
18:03stand in
18:04scans my face
18:053D model
18:06comes up
18:06I go back
18:07into the room
18:08and he literally
18:09starts drawing
18:10the work
18:10he's going to do
18:11on the document
18:12and he's going to
18:12send off to the
18:13people that make
18:13the machine
18:15that are going to
18:15check that what
18:16he said is going
18:17to be right
18:17before he does
18:18the work
18:19this was in
18:19half an hour
18:20and this was
18:21just last week
18:21and it just
18:22blew my mind
18:24and if I apply
18:25that to what
18:25we're at today
18:26and what I think
18:26our job is
18:27as marketers
18:27is really just
18:28thinking around
18:29all this latest
18:30technology
18:30it's kind of
18:31what Bob said
18:32we really need
18:33to understand it
18:34we really need
18:34to make it
18:35work for us
18:36by understanding it
18:37and you have to
18:37deep dive into it
18:38whether it's
18:39listening to things
18:40for our podcast
18:40watching things
18:41talking to colleagues
18:42because by understanding
18:43it you can make
18:44it work for you
18:45and I think that
18:46is really key
18:47I think it's really
18:47important that we
18:48don't all rush
18:49too fast into it
18:50I feel with AI
18:51for example
18:52there is quite
18:52a lot of pressure
18:53right now
18:53for us all to learn
18:54about it
18:54and become experts
18:56but you know what
18:56going back to what
18:57I used to do
18:58I'm a salesperson
18:59that used to wait
19:00by fax machines
19:01to get a fax
19:02on a deal
19:02on a quarter page ad
19:04in a magazine
19:05and I've only been
19:05in the industry
19:0620 years
19:07fast forward today
19:08me and all of my team
19:09have to understand
19:10data, technology
19:11they're all asking me
19:12what we're doing
19:13with AI
19:14and we're using it
19:14and we have been
19:15using it for a number
19:16of years
19:16around how we make
19:17content
19:17our branded content
19:18how to make things
19:19more efficient
19:19ultimately
19:20how we can make
19:21more time to do
19:21things that the people
19:22are good at
19:22so I think it's around
19:24really making it work
19:24for you
19:25but also
19:26not going too far
19:27and building your business
19:28on someone else's business
19:29and someone else's model
19:30as well
19:31because we've seen
19:31lots of media companies
19:33make that mistake
19:34and then come into trouble
19:35so making it work
19:36for you
19:37and not
19:38going all the way in
19:39so that your business
19:40is reliant on something else
19:41okay so let's go there
19:43let's go to
19:44not making mistakes
19:45because you know
19:46when you think about
19:48C-suite leadership
19:52it's conditioned
19:53to not fail
19:55but living in today's day
19:57you can't
19:58you can't be in that
20:00you can't be safe
20:01you got to go out there
20:02or you will lose
20:03so how
20:05I mean
20:05I'm sitting here listening
20:06to all of you talking
20:08and we are living
20:08in a crazy time period
20:11and actually
20:11we accelerated
20:1210 years
20:13into a crunch time
20:15with COVID
20:15everything has moved
20:17at a faster pace
20:18than expected
20:19chat GPT
20:20was created
20:21in two weeks
20:23AI is the new buzz
20:25as we talked about
20:27and we all heard
20:28that we're excited
20:29but we're scared
20:30and you've got to move fast
20:33and you've got to make decisions
20:34as a leader
20:35with so many choices
20:36for your business
20:37and you've got to take risks
20:39right now
20:40how do you manage all this
20:42and make these decisions
20:43knowing that convenience
20:44and consumer
20:46is at the center
20:47of your universe
20:48and content is queen
20:50not king
20:51content is queen
20:52and everyone is
20:56omnipresent
20:57and omnimedia
20:58and they IWWI
20:59they want what they want
21:01when they want it
21:02at the same time
21:03how are you dealing
21:05with all this
21:05as a leader
21:06and I have to say
21:07when you chose
21:08to go from creating MTV
21:11to radio
21:12and of course
21:13you've taken
21:14I Heart Radio
21:16to what it is today
21:17people were blown away
21:19how you evolved
21:20your company so fast
21:21how do you make
21:21all these decisions?
21:23I think mistakes
21:23are a byproduct
21:24of innovation
21:25and I think
21:26if you're not
21:27if you have no mistakes
21:28you're not doing anything
21:30and I think
21:32when I talk to our folks
21:33say if you get it right
21:3450% of the time
21:35you're probably a genius
21:38and so I think
21:39when you expect
21:39to have that many failures
21:41the key is
21:42how do you mitigate it
21:44and how do you
21:46manage for it
21:47and I think
21:47the way you mitigate it
21:48is you have quick decisions
21:49you can either study
21:51and review
21:51and have all the information
21:53before you make a decision
21:54in which case
21:55you're going to be dead
21:55or you can make a decision
21:57as soon as you have
21:57enough information
21:58to make a decision
21:59you're invariably
22:00going to be wrong
22:01the most important thing
22:03you can do
22:03is realize when you're wrong
22:04and change it
22:05and change it
22:06and change it
22:06until you get it right
22:07I think the second thing
22:08that falls into it
22:09you're absolutely right
22:10there is such a fear
22:11of making a mistake
22:13no matter how much
22:14you say our corporate values
22:16are we make mistakes
22:17we accept mistakes
22:18it's a byproduct
22:19of innovation
22:19people are afraid
22:20of making a mistake
22:21and I think the reason
22:23most small companies
22:24innovate
22:24and most big companies
22:26don't
22:26is because in a small company
22:28there is no distance
22:30between the person
22:31with an idea
22:31and the person
22:32who's going to approve it
22:33in a big company
22:34let's say you've got
22:35five levels
22:36so this person
22:38has to go to this person
22:39this person can say no
22:40if they do it's dead
22:41if it hits that
22:43this person can say no
22:44this person can say no
22:45it's about
22:45you stack the odds
22:47about 100 to 1
22:48that you're going to get
22:49a no not a yes
22:50and I think a much better
22:51way to do it
22:52is when this person
22:54here
22:54has the idea
22:57is you parallel
22:58the decision
22:59you now send it
23:00to everybody
23:01that has to be
23:02in the loop
23:03and has to be
23:04in the approval process
23:05and therefore
23:06any one person
23:08can save the idea
23:09instead of any one person
23:11can kill the idea
23:12now we've reduced
23:14those odds
23:15so we're not stacked
23:16100 to 1
23:17no to yes
23:18and I have found
23:20time and time again
23:21going through that process
23:22when you go back
23:24and revisit
23:24why didn't we do this
23:27somebody in here
23:28decided to kill it
23:30and there was no avenue out
23:31in the 1960s
23:33in Bell Labs
23:34which was the big
23:35innovation hub
23:35in the 60s
23:36in Bell Labs
23:37they had every engineer
23:38once a year
23:39could petition the CEO
23:41to pitch an idea
23:43directly to the CEO
23:44for something
23:44they had gotten a no to
23:45and I think
23:46if you go back
23:47over history
23:47every time you've
23:49circumvented this process
23:50of approvals
23:51you've gotten
23:52much more innovation
23:53and the challenge
23:54obviously with all of us
23:55with a big company
23:56is how the hell
23:57do you innovate
23:58when you get big
23:59because when you stop
24:00innovating
24:00you're on the decline
24:02I love that
24:03I love that
24:04I love that
24:05and I would like
24:06to respond to that
24:07with something
24:08that we say
24:09at L'Oreal
24:10and our CEO says
24:11we say that
24:13we are like
24:14a unicornus rex
24:15now you'd say
24:16what is a unicornus rex
24:18so we are
24:19a 114 year old company
24:21so we have the size
24:23and the scale
24:24of a 114 year old company
24:26which one may think
24:28that it is a dinosaur
24:29and on the other hand
24:31we love to seize
24:33what is starting
24:34you know
24:35and in that sense
24:36we are agile
24:37we are innovative
24:38we do things with speed
24:40and we feel
24:41we have that little bit
24:42of unicorn in us
24:44you know
24:44and when you combine
24:46the dinosaur
24:47and the unicorn
24:48the t-rex
24:48and the unicorn
24:49we call ourselves
24:50the unicornus rex
24:52so I think it really
24:53explains how we work
24:56as a very large company
24:57but somebody who is still
24:59innovating all the time
25:00and how we do it
25:03I'm going to repeat
25:04we seize what is starting
25:05we test and learn
25:06and you're right
25:07when we test and learn
25:08we make mistakes
25:09and you know
25:10their mistakes
25:11are okay
25:12more or less
25:13and then once we know
25:15what is working
25:16we just want to scale
25:18very very fast
25:19you know
25:19whether it is
25:20800 services
25:22or 1 billion QR codes
25:24that we have today
25:25or going to thousands
25:27and thousands of creators
25:28in the creator economy
25:30on a DAO
25:30once we know
25:32it is what it is
25:32and we know how to do it
25:34we love to scale
25:35very fast
25:40as a startup
25:41we need to do two things
25:43we need to grow fast
25:45so we need to scale product
25:46we already have
25:47and we need to be first mover
25:50in terms of technology
25:51but you don't have
25:54the finance and investment
25:56to do all the new
25:59best technology
26:00that appears
26:01so we definitely need to make
26:03strong choice
26:04and we
26:06the key decisions are
26:08two points
26:09so one
26:10does it helps you
26:12this technology
26:13to bring value
26:14to your mission
26:16so you don't have the same mission
26:18that all the media
26:19and our mission
26:21is to connect
26:23in real time
26:24brands
26:25with their audience
26:26in real time
26:29in real time
26:29in the real life
26:30so that's the first
26:32and we think
26:34definitely
26:34generative AI
26:35can help us
26:36to connect more
26:37to the audiences
26:39so it's core
26:40of our mission
26:41so we will use it
26:43secondly
26:44you need to understand
26:46what's underlined
26:48this technology
26:48so do you already
26:50have a tech stack
26:52that enable
26:53the integration
26:54of those new technology
26:55because if you are
26:56too far
26:56and you need
26:57already one year
27:00of progress
27:02to just start
27:03integrate this technology
27:04it's maybe you won't
27:05be the first mover
27:06so for generative AI
27:09for example
27:09is you need to have
27:11a really strong data flow
27:12to be able to train
27:13model and fit the system
27:15and you also need
27:16to have a lot of APIs
27:17to be able to
27:18use your existing services
27:20in another way
27:21so in another way
27:22to interact
27:23with these services
27:25so this is why
27:26for example
27:27we decide to do it
27:29but we decide
27:30to not go on the
27:30materials
27:31for example
27:31at all
27:32and after that
27:34you need to
27:34getting started
27:35getting started
27:36like you say
27:37test and learn
27:38and for this place
27:41we will start
27:42with mood insights
27:44so being able
27:45not to understand
27:46behavior of people
27:48but also
27:48what they have in mind
27:50and Shirley
27:51you talk about
27:52how people feel
27:53in the room
27:54with Viva Tech
27:55excited
27:55and also
27:58curious
27:59and in fact
28:00mood is something
28:01that is really complex
28:04and generative AI
28:06can help us
28:06to understand that
28:07so at the moment
28:08when I ask
28:09to chat GPT
28:10what is the mood
28:11of the people
28:12in the room
28:13in Viva Tech
28:14that it answer me
28:17seven different emotions
28:18it's like you said
28:20excitement
28:20but it's also
28:21curious
28:21but overhand
28:22but the lot of
28:25technology there it is
28:26and this is
28:27something that we think
28:29we can
28:32generative AI
28:33can help us
28:33to better
28:34modelize
28:35this wrench
28:36of emotion
28:36to be able
28:37to better
28:38interact
28:39with your consumer
28:40and better
28:41understand
28:42at one place
28:43what happens
28:44in terms of feelings
28:45okay
28:47Shelley
28:48you started us off
28:49and you made a statement
28:50that
28:52we're in the C-suite
28:53because we've
28:55haven't had failure
28:56or avoided failure
28:57and
28:59I actually wanted
29:00to jump out of my shoes
29:00when you said that
29:01because I think
29:02it's the exact opposite
29:02I think
29:04at least I can speak
29:05for myself
29:05it's because
29:06I've courted failure
29:07and in some cases
29:08had failures
29:09and to me
29:10that was the best
29:11I want to hear
29:12about your favorite failure
29:13my favorite failure
29:14no I'm
29:14actually
29:15you know
29:16I gave
29:16I gave the commencement speech
29:17at my business school
29:18a few years ago
29:19and literally
29:20the topic of it
29:21was failure
29:21and the importance of it
29:22because
29:22I've seen it in my life
29:24so here's one
29:24so I told you
29:25I started that broadband business
29:27after that
29:28I went to the UK
29:29and I started this business
29:30it was an IPTV company
29:31so
29:32we sold
29:33we had broadband
29:33but we had video on demand
29:35and this was 2001
29:36so we were really early
29:37we were streaming live channels
29:39and all of this
29:40really cool technology
29:41and I was enamored
29:43with the technology
29:44and enamored with video on demand
29:47and yeah
29:48we sold broadband
29:48but you know
29:49here's like the cool new thing
29:51and
29:53what consumers really wanted
29:54were broadband
29:55but what I really wanted
29:56was the cool new thing
29:56and so like you were talking about
29:58Bob earlier
29:58and I've learned this
30:00in my life
30:01most questions
30:03you need to answer in business
30:04you can get to the right answer
30:05if you listen
30:06if you ask the question
30:07in the right way
30:07and get the answer
30:08from your customers
30:09and in that case
30:10I was more focused on
30:12what I wanted to create
30:13what I wanted to sell
30:14and so
30:15you know
30:16the company was
30:16we ended up selling the company
30:18but it wasn't as successful
30:19as it could have been
30:20if we had just said
30:21look
30:22all this other stuff
30:23is interesting
30:24but what they really want
30:25is broadband
30:26and it was still pretty early
30:27in the development of broadband
30:28and focus on that
30:30and so I think
30:31you know
30:32companies
30:33fail or succeed
30:34not really because
30:35they make the right technology choices
30:37it's because they build
30:38the right culture
30:39and part of that
30:40I think if you're in a dynamic business
30:42is about
30:44encouraging risk taking
30:45and when you encourage risk taking
30:48you end up with failures
30:49and if you have somebody
30:50on your team
30:51who's had a failure
30:52as long as their
30:53thought process
30:54about the risk they took
30:55was good
30:57and
30:58they stopped the project
30:59early enough
31:00like identify when it's going to be a failure
31:01and don't keep hanging on to a bad idea
31:03and then the final
31:04and most important thing is
31:05figure out what you learned from it
31:07and if you do those things
31:08you're a more valuable person
31:10because of the failure
31:11you're not less valuable
31:12you're more valuable
31:12because you've learned valuable lessons
31:14and to me
31:15that's an important thing
31:15to instill in the culture
31:16of a company
31:17is there a KPI for failure
31:20is there a KPI for failure
31:22I don't think about it as a KPI
31:24but I do think about those three things
31:25I talked about
31:25and so
31:26I literally have given this speech
31:29twice in the last week
31:30to employees
31:31and I do it a lot
31:32if you're someone
31:33who's early in your career
31:35and you're starting to lead people
31:37you should encourage your team
31:39to take risks
31:40and that means
31:41you're going to end up
31:42with somebody on your team
31:43who has a failure
31:44and then the question is
31:45how do you handle that
31:46if you handle it
31:47like Shelly
31:48that was a really stupid thing you did
31:50what were you thinking
31:51why would you ever do
31:52like you'll never take a risk again
31:54or you'll leave for another company
31:55but if you go through that process
31:57okay let's talk about it
31:58you know
31:58how did it work out
31:59what were you thinking
32:01when did you realize
32:02it wasn't really going to work
32:03and how did you respond
32:04and what have you learned
32:05and if that person
32:07really internalizes all that
32:08to me that's the KPI
32:10that's now an employee
32:12who is ready to take on something else
32:14and a manager
32:15who handles it that way
32:16is going to have a team
32:17that's willing to take on
32:19more risks
32:22just pivot slightly around
32:24sort of more
32:25because I agree
32:26you have to innovate
32:27or die basically right
32:28CNN's been around for 42 years
32:30there's a reason
32:30because we're always changing
32:31we're investing in innovation
32:32sometimes short term goals
32:34can affect that I think
32:35is something to think about
32:36but when we think of innovation
32:38I kind of try and align it
32:39with what our purpose is
32:41so our purpose
32:42I might be on the commercial team
32:44but we know what our purpose is
32:46it's around funding journalism
32:47and content
32:48that keeps people informed
32:50that can help change the world
32:51for it to be a better place
32:52that's our purpose right
32:53so we're out there
32:54to fund this incredible journalism
32:56that all our journalists do
32:58around the world
32:59to do that
32:59means we need to reach
33:00as many people as possible
33:01as well
33:02so really around
33:05embracing new technologies
33:06but also new platforms
33:08is around getting where
33:09our audiences are
33:10you know
33:11we can't always
33:12even though CNN's part
33:13of Warner Brothers Discovery
33:14huge media company
33:15can't always change human behaviour
33:18but we want to be
33:19part of that behavioural shift
33:21and we want to be
33:21where these people
33:22are consuming content
33:23so making sure
33:24that we're delivering this content
33:25to people where they are
33:27I mean a great example
33:28of that is
33:29is fast at the moment
33:31and fast TV
33:32so CNN 2021
33:33we launched our first TV channel
33:35it was just a live feed
33:36of the TV channel
33:39launch of Samsung and LG
33:40quickly in the UK
33:41it became one of the most consumed
33:43fast channels on Samsung
33:44we got the data
33:45we understood about it
33:46we made it learn
33:47it was spread around
33:48the whole organisation
33:49it wasn't just two people
33:51doing it in a corner
33:52that were the innovation guys
33:55and then we got that data
33:58use it
33:59know it works
33:59and now we've scaled
34:00across 15 plus countries
34:01in the last couple of months
34:04naturally the commercial side
34:05is following
34:06because the audience is there
34:07which again feeds into that purpose
34:09and the reason I wanted
34:11to talk about it
34:12because you know
34:12particularly before this event
34:13I've been filling my head
34:14with new technologies
34:15to make sure I was up to speed
34:19so many of the use cases
34:20seem to be around
34:22being more efficient
34:23at selling people things
34:25but actually we live in an economy
34:27at the moment
34:27where and of course
34:29where it's around
34:29yes we want to do that
34:31we believe that you know
34:32that part of that
34:33helps to make the world go round
34:34but also you know
34:35how can we build
34:36a more sustainable world
34:37and make the world
34:38a better place for humans to live in
34:39I don't get a brief
34:40without that on it
34:41at the moment
34:42from a client
34:44so there's a brilliant
34:46you know
34:47there's a sort of
34:48conundrum to solve around
34:49yes we want to be more efficient
34:50delivering these messages
34:51but also how do we use this stuff
34:53to do it in a world
34:53where actually
34:54I think most people in this room
34:55we need to do it
34:56in a more sustainable way
34:59true that
34:59the S and the ESGs
35:01is a very important
35:04piece of the puzzle
35:05and so for the last few minutes
35:07I want to go
35:08free association
35:10let's all talk about
35:11future of media
35:12and get to where we started
35:14of what each of you
35:15are really thinking about
35:16for your companies
35:17in the future of media
35:19and where your challenges are
35:21but also where your opportunities are
35:23and you can go
35:24wherever you want to go
35:25and you know
35:25we know that we're
35:27cable cutting cords
35:29so you know
35:30big challenge
35:31yeah
35:31maybe big opportunity
35:33and I think 86% of people
35:35consume news online now
35:38Anderson Cooper
35:38is maybe one of the few names
35:40well known
35:41which might be a challenge
35:43but maybe an opportunity
35:44I don't know
35:45so would love to hear about that
35:46is publishing and magazines
35:49do we still read physical
35:51where are we going with that
35:53and journalists are
35:55you know
35:56do you own the IP
35:58what do you do with that
35:59challenge opportunity
36:01out of home
36:02wow explosion
36:04you know
36:04that's come full circle
36:05so that's remarkable
36:07what's happening with that
36:08with L'Oreal
36:09you know
36:10with consumer
36:11generated content
36:13and influencers
36:14with a whole new
36:15product creation
36:16challenge opportunity
36:17where are we going with that
36:19with everything
36:20that iHeart
36:22is doing
36:23with growth
36:24in audio
36:25growth
36:25in podcast
36:26amazing opportunities
36:28I'd love for you each
36:29to take that on
36:31boom boom boom boom boom
36:32let's take it
36:33who wants to go first
36:34I'll go
36:35look I think with us
36:36in radio
36:37in the United States
36:38our radio stations
36:4010 years ago
36:4020 years ago
36:41and today
36:42reached 90% of Americans
36:43every month
36:45question is
36:46what are
36:46why are they consuming it
36:48they're consuming it
36:49because we keep them company
36:50the reason they listen
36:51to a radio station
36:52we play commercials
36:5425% of our stations
36:55play no music
36:56so it's not about
36:57the music necessarily
36:58and so when you realize
37:00that's why they're coming
37:01then the question is
37:02how else
37:03going back to my convenience
37:04might they want to do it
37:05the obvious choice was
37:06maybe they don't want to be
37:08tethered to an AM FM
37:09so we created iHeart Radio
37:11which is on thousands of devices
37:13and now 20% of the listing
37:15of the radio stations
37:17is through a device
37:18that's not an AM FM radio
37:19but then you also say
37:21what else is that
37:22companionship relationship
37:24and how might we extend it
37:26and podcasting
37:27we decided was that
37:28that if Netflix
37:29is sort of TV on demand
37:31podcasting is really
37:32sort of radio on demand
37:33and everything is radio
37:36or radio like
37:37in terms of what we do
37:39and if you look at podcasting
37:41unlike TV
37:42it's less about
37:43the production value
37:44and the structure of the show
37:46and much more about the host
37:47hanging out with you
37:49great storytellers
37:50comfortable voices etc
37:52and we built in a five year period
37:54we're the number one podcast publisher
37:56bigger than the number two
37:57two and three combined
37:58but it's because we understood
38:00that we're not deviating
38:02from this idea
38:03that what our company does
38:04is keep people company
38:06we're the people they trust
38:08and they count on
38:12I'm happy to go
38:13next
38:14okay
38:15I think
38:15you know
38:16I think the overarching trend
38:19that has been with us
38:20for a while
38:20is that media companies
38:23are
38:24are
38:25and need to continue
38:26developing direct relationships
38:27with consumers
38:28because
38:29for most of the history of media
38:31there were intermediaries
38:32if you think about
38:33when Bob started MTV
38:34he had to get carriage
38:36on cable companies
38:37that was tough
38:38in satellite
38:39how did you do it
38:39I want my MTV
38:41you started a campaign
38:42where you built a grass
38:43it was brilliant
38:44and
38:45built up demand for it
38:47but
38:47those gatekeepers
38:49are slowly
38:49falling away
38:51and in some cases
38:52being replaced
38:53by other new gatekeepers
38:54big tech platforms
38:55but I think
38:56just about every media company
38:58has to stay focused on
38:59how do I build
39:01direct relationships
39:01with consumers
39:03technology certainly
39:04enables that
39:05in a way that wasn't
39:06if you think about
39:08you know
39:08my business
39:09you know
39:09magazine
39:10when it was a magazine business
39:11it was a little more difficult to
39:13you could have subscriptions
39:14and things like that
39:15but today
39:16you know
39:16the majority of our revenue
39:17the vast majority of our engagement
39:19is digital
39:20and so
39:21we're flushed with data
39:22and flushed with opportunities
39:23to create those connections
39:26but there's always technology
39:28that
39:28can facilitate
39:29but also can
39:30put that at risk
39:32like generative AI
39:33if you think about
39:34generative AI
39:36using IP
39:37that's created by other companies
39:38like mine
39:39to present
39:40its own work
39:41to consumers
39:42is another example
39:43of a way a technology
39:44could be used
39:45to get in between
39:47the producers
39:48of the content
39:48and the consumer
39:49so I think
39:49keeping focused
39:51on that overarching trend
39:52how do I build relationships
39:53directly with consumers
39:54strengthen those relationships
39:56with consumers
39:56what are the new business models
39:58the technologies
39:59we need to use
40:00I think that is
40:01the overarching trend
40:01in the future of media
40:03it can't replace
40:05human
40:06emotion
40:07compassion
40:08and passion
40:09let's always remember that
40:10can never replace that
40:12said the researcher
40:13said the researcher
40:1530 seconds
40:16so we are the fourth largest advertiser
40:19in the world
40:20which also means
40:21that our digital activities
40:23would have GHG
40:24and carbon emissions
40:25and that is a challenge
40:27and what we want to do
40:28is lead and enable
40:29the industry there
40:30so what we are doing
40:32is partnering with
40:33the French startup
40:34Impact Plus
40:35to measure
40:36and reduce
40:37the carbon emission
40:38of all our digital activities
40:40and working with our agencies
40:42so that they are able
40:43to use those levers
40:44amazing
40:45and there's your S
40:47in the ESGs
40:50anybody else
40:51yeah
40:52Autofum
40:52as you say
40:53is a booming media
40:55at the moment
40:56so very
40:57growing very fast
40:58and
40:59brands understand
41:01the fact that
41:01it's a
41:03placement in real life
41:04with big impact
41:06I think
41:07one of the big
41:08opportunities
41:08is the fact
41:09that the content
41:10inside
41:11needs to be
41:12adapted
41:13to
41:15where they are
41:16if it's an impactful
41:17message
41:18you need more
41:19creativity
41:19video
41:20to reward people
41:22for paying attention
41:23on that space
41:25and
41:25I'm sure
41:26that
41:27with
41:27January TVI
41:28it was
41:30it would be
41:32more
41:33costless
41:35to do that
41:36so at the moment
41:37you need a strong budget
41:40to be able to make remarkable campaigns
41:43on Autofum
41:44but more and more
41:46it's with dynamic creative
41:48and the fact that
41:49you have generative AI
41:51it will be
41:53costless
41:53and you will have a lot of content
41:55really impactful
41:57at the frontier
41:58between information
42:00advertising
42:00and art
42:01and that's a
42:02really huge opportunity
42:04for Autofum
42:04and brand also
42:05and the threat
42:08with that
42:09is the fact that
42:10you won't be able
42:11to control
42:11all the messages
42:12so as you said
42:14we will need to
42:15face that
42:16and imagine
42:17how to
42:18be able to
42:19control
42:20all that content
42:21that will be produced
42:23for brands
42:24and
42:26and
42:26I think
42:27it's
42:28it's also important
42:29for media
42:31future of media
42:31fantastic
42:32Rob
42:33you got a second
42:33to bring us home
42:34I'll go super quick
42:34I mean I think
42:35we really need to
42:36not get too sucked
42:37into the technology
42:38I remember
42:39when the programmatic
42:40data revolution happened
42:41I spent a career
42:42kind of confusing people
42:43with SSPs
42:44DMPs
42:44all these things
42:45I think
42:45you know
42:46we can get sucked
42:47into the tech
42:47but let's think about
42:48what we do
42:48as media companies
42:49you know
42:50big thing I'm excited about
42:51powerful Warner Brothers
42:52Discovery
42:52Warner Brothers Films
42:53HBO
42:55incredible storytellers
42:56that's what we are
42:57so actually it's like
42:58humanizing strangely
43:00if AI and these technologies
43:02can more personalize
43:03the internet
43:03in a strange way
43:04it kind of humanizes
43:05it further as well
43:07so if we can tell stories
43:08in a human led way
43:09to people
43:10that inspire
43:11that motivate
43:11that challenge
43:12that's what I'm focused
43:14there you go
43:14so how do you stay ahead
43:15in a rapidly changing world
43:18fail fast
43:19but don't be afraid to fail
43:20there you go
43:22let's go
43:22thank you so much
43:23thank you everybody
43:24thank you so much
43:24thank you so much
43:24thank you so much
43:25thank you so much
43:25thank you so much
43:25thank you so much
43:25thank you so much
43:26thank you so much
43:26thank you so much
43:27thank you so much
43:27thank you so much
43:27thank you so much
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