Our Digital Transformation Research Group welcomed Martin Trickey, Group Head of Digital at Warner Bros Digital Television (WBDT) to Brighton Business School last month to talk about the changing nature of storytelling in the digital television era.
Drawing on examples from Warner Television Programme portfolio, Martin outlined the decline in the viewing of traditional, linear television by Millenials. As the “audience of tomorrow” accessing content on digital platforms and channels such as smartphones, tablets and YouTube, Martin spoke about the challenges WBDT faced in attracting and retaining Millenials in the new digital television landscape and the difficulty in realising revenue in an era where consumers expect to access content either at a reduced premium or for free.
In addition, the presentation explored the impact of technology on storytelling. Starting with a historical review of how storytelling began hundreds of years ago, the speaker was able to communicate the evolution in the way stories have been told up until the current day when the ability of consumers to interact, contribute and develop content via digital technology is presenting new storytelling opportunities.
Attendees numbered over 50 and consisted of not only students but lecturers drawn from a number of courses within the Business School. The event also enabled Martin to question the student Millenial population and make a link with a potential research audience. A key ongoing aim of the relationship is to work together to research and investigate emerging issues within the digital entertainment landscape and feed actual business issues back into digital marketing programmes at Brighton.
More can be found about the Digital Transformation Research Group at: https://blogs.brighton.ac.uk/digitaltransformation/