An essential guide to how the rapid convergence of media and digital technology will unfold over the coming years, and how our conceptions of “programming” and “consumers” will be transformed by the increasing primacy of networked media. Jim Banister provides cogent analyses of how and why certain high-profile “internet” companies have become models; outlines what different kinds of businesses need to do in order to harness the still largely untapped potential of networked media; and shows why the entertainment industry’s efforts to resist the changes in consumer behavior are misguided at best, and doomed at worst. This is a must-read for everyone from business and media professionals to regular consumers.

Review

"Banister is a veteran media industry executive, who has worked with Disney, Spielberg, and Warner Brothers, but his grasp of the potential of digital technology seems more akin to the latest generation of gamers and programmers. With the advent of the Internet a networked medium the very definition of media is being challenged, and Banister believes that we have yet to fully conceive of the profound implications that this form of communication will have on human interaction and consciousness. Rather than a passive consumer of programming dictated by others, the Internet user for the first time becomes an interactive participant in the medium, a human node on a network of producers, marketers, distributors, and vendors of products and services. Already, millions sell products on eBay; share thoughts with the world on web logs (or blogs"), and assist in a multitude of complex technical issues on public forums. Banister presents an astounding vision of co-creation and empowerment in the decades ahead. --Booklist" "Banister, a media industry consultant, suggests that networked media most especially, the Internet is still in its earliest stages, with greater levels of connectivity yet to come. His argument, though rich in McLuhanesque theory, has a foundation solid enough for any bottom-line businessman to grasp: successful companies need to create "communities' of consumers who possess the 'symphonic literacy' to fully participate in new forms of media while the companies find ways to turn that participation into a financial transaction."--Publishers Weekly" "Media industry executive Banister offers sharp insights into the latent value of networked media .The author builds a strong base by simply asking the right questions: what is media? What is networking? And 'how to employ networked media (whether existing or nascent) in ways that are native, self-sustaining, and profitable (if that is the aim)?' .While the burst bubble may have hampered investment and made innovation more difficult, he suggests that all our digital tools can be molded into metamedia, an evolutionary catalyst in myriad point-to-point combinations for business and society, an interconnectedness that must aspire to predictability, responsibility, and profitability.... As the author notes, the influence of networking on the marketplace has already been immense, but perhaps his most intriguing speculations concern the part a network could play in enacting issue-by-issue political expression, putting the beauty of participatory democracy within grasp .gives a profound sense of the individual and social power inherent within networked media."--Kirkus Reviews" "Jim Banister is one of our most provocative and original thinkers. Instead of hype he offers insight. Instead of theory he offers practical ways of thinking about networked media that are of immediate strategic value. And he's entertaining, too."--Robert Mittman, director, Institute for the Future "Jim Banister is a media luminary whose unconventional thinking breaks through the clutter of technobabble and unrealistic strategies."--Richard Reid, president, Nortel Networks-Emerging Markets "Jim Banister is a media luminary whose unconventional thinking breaks through the clutter of technobabble and unrealistic strategies."-Richard Reid, president, Nortel Networks-Emerging Markets"Jim Banister is one of our most provocative and original thinkers. Instead of hype he offers insight. Instead of theory he offers practical ways of thinking about networked media that are of immediate strategic value. And he's entertaining, too."-Robert Mittman, director, Institute for the Future

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