CHAIRMAN’S REPORT
Good morning Ladies and Gentlemen.
I stand here, after having spearheaded the Content Forum, from the first protem meeting in June 1999 at NTV7, to the first Council meeting in April 2001, and today at the end of my term as Chairman.
It has been a very interesting eight years and it has been filled with many exciting events and important initiatives that were done on behalf of our members.
The Future is here – but on whose terms – is a question that needs serious consideration.
We are gathered together as a group to self-regulate content on electronic media. In the marketplace, conventional dividing lines are disappearing fast, creating businesses without boundaries. Traditional businesses have to fend off creations by new technologies and face sharp budget constraints.
Globalization and the growth of the Asia Pacific, the web, satellite television, the penetration of the mobile and the insatiable demand for content will see the emergence of new forms of delivery of content. Content would be packaged to engage the consumer and delivered to his destination of choice. Further technology enables the customer if he or she so wishes to contribute as much to the process as the marketer or media owner.
I read an article recently about Google: Friend or Foe – Google has a market capitalization of $135 billion, revenues of over $6 billion and 5680 people in 50 offices. Google’s success is clear and its economic power is very substantial.
Google has already taken several initiatives. Wholesale purchasing of print media and retailing the space in smaller amounts to the clients. It has hired creative people to write ads. It has approached US clients directly to see if it can set up a direct, electronic media buying exchange. It is looking at mechanical media planning and buying models, which can be assessed through the web. It purchased dMarc, a radio internet-based company for $100 million down. Google has also concluded its billion dollar deal with AOL, and Time-Warner has indicated in internal memos that they plan to co-operate with Google in television, print and other media.
All in all, Google is opening up the attack on many fronts. Yahoo has a different approach, working through its agency partners and believing in the power of people, rather than Googles’s greater focus and belief in technology.
The economic power of some of these corporations will be greater than most countries. Will the standards of decency prevailing in a culture be important to them? As guardians of Malaysian electronic content, how are we going to maintain the standards?
It is the first time in Malaysian civil society that industry and government have come together in equal partnership to set voluntary codes of behaviour. Self-regulation is a double edged sword. On the one hand it allows individual companies to run ahead, experiment and innovate. On the other hand the absence of government interference leaves the field open to unfair business practices. In order to reap the most from self-regulation, industry players must be able to work out the rules of fair play with each fundamental shift in the field. More importantly, they must voluntarily abide by these rules. If not the authorities may decide to revert back to top-down policy making.
Recent situations indicate that some authorities are reluctant and unwilling to understand the nature of self-regulation. There are cries that the content on television is polluting the morals and culture of this country, that pan asian faces, though Malaysian citizens, cannot be featured in commercials, fast food ads cause obesity. How will they be able to stop a giant like Google?
The authorities must allow the Forum to decide on these matters. The civic groups represented on the Forum have a vital role to play – as custodians of public sentiment.
There is much to be still done. I would urge members to put aside rigid self-interests, look to developing a partnership with other members and trying creatively to recognize where common interests lie.
The written report of activities for the year 2006 would be handed to you by the secretaries.
The longer I served as Chairman, the more I appreciate the people who make the Content Forum possible. We have dedicated Council Members who seek to soar beyond traditional business boundaries. All these people who are part of the Forum continue to amaze me with their energy, their creativity, their intelligence, but most of all their integrity. It’s these qualities that have made the progress of the Forum more outstanding.
I want to thank them for their commitment. I can’t imagine a finer or more dedicated group of people with whom to work.
As I stand down after eight successful years with the Content Forum, I thank you for the honour as having served as your Chairman.
Thank you.
Prof Tony Lee
Chairman
19 March 2007
Kuala Lumpur |
