By 2012, one quarter of entertainment will have been created, edited, and shared within peer circles, rather than coming out of traditional media groups.  This is the conclusion of a global study on the future of entertainment, called “A Glimpse of the Next Episode,” conducted by Nokia and The Future Laboratory.

In carrying out the study, The Future Laboratory interviewed entertainment industry leaders as well as trend-setting consumers from 17 countries about their digital behaviors.  This was combined with Nokia’s own research from its 900 million consumers around the world to construct a global picture of entertainment over the next five years. 

Nokia termed the phenomenon Circular Entertainment, noting that people are showing “a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups – a form of collaborative social media,” according to Nokia’s Multimedia Vice President Mark Selby.  Trends Director at The Future Laboratory Tom Savigar added, “Consumers are increasingly demanding their entertainment be truly immersive, engaging and collaborative.” 

At MixedInk, we have been very busy developing a collaborative writing tool to satisfy this demand.  Where blogging has enabled anyone to share their thoughts online, MixedInk is excited about making it easy and fun to remix and mash up opinions within a group to generate newer, bigger, and more compelling ideas. “Key to this evolution is consumers’ basic human desire to compare and contrast, create and communicate,” notes Savigar.  We agree.  While wikis have allowed people to write together online, we are making it easy for people to compare and contrast what many different people think – and communicate easily about those opinions. 

“Whereas the act of watching, reading and hearing entertainment was passive, consumers now and in the future will be active and unrestrained by the ubiquitous nature of circular entertainment,” says Savigar. 

MixedInk will help this expanding movement to grow.  We are motivated because we believe that an active and passionate group can create stronger, more powerful content than its individual members could produce alone.  And perhaps most importantly, we are inspired by the potential for such a platform to democratize the political arena, the media, and the workplace. 

“We believe the next episode promises to deliver the democracy politics can only dream of,” says Savigar.  We already see the beginnings of this evolution, and we look forward to playing our part in making it a reality. 

Get ready. The Next Episode will be written by you. 

This entry was posted on Wednesday, December 5th, 2007 at 2:17 pm and is filed under MixedInk, collaboration, collaborative writing, media, politics, user-generated content, web 2.0. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.