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Culture Vulture

Ikon NZ's pulse on the Then, Now, and how it will affect our Future.


We highlight three fields that we've observed change or disruption in. We pick two stand-out stories from each field and share our thoughts on them, ranging from the professional to the outright fan-boyish (or fan-girly). We invite you to learn, discuss, and share your thoughts too. Remember to download pictures for the best experience.
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CURRENT AFFAIRS
Curated by Meei, Planning Team

With 2017 being right around the corner, we are starting to see thought leaders talk about their predictions for the upcoming year. Trendwatching's list outlines the five key concepts that show us glimpses of what customers will want next.

Meei: By anticipating trends, brands can front-foot issues that are expected to influence a consumer's purchase decision, even in the ways that seem less obvious. For example, Apple's defiance of the FBI's demand to build a backdoor into their iPhones highlighted their stance on privacy. Its resistance won fans in people who prioritise civil liberty rights; an issue that will only see growing importance in today's digital age.


Facebook is rolling out Live Audio. It's a new option that allows audio-only formats to be broadcast live on the social network.

Meei: With all the hoo-ha about Apple's wireless Airpods, the rapid rise of podcasts in the past year and a half, and American radio broadcaster WNYC producing an Audiogram Generator to drive audio engagement on social platforms, audio's definitely been a huge focus for many. In 2017, I'd expect to see more brands engage in podcasting (Think GE's brilliant podcast series), and more media companies like Facebook prioritising audio.

SPORT
Curated by Josh, Trading Team

With NFL fans growing disgruntled by the average 63 minutes of commercials broadcasted per game, Red Zone allows fans to watch the highlights of up to 12 games each Sunday afternoon, commercial-free. NFL fans could save 1.5 days of ad-watching every season.

Josh: In an age where commercial-free viewing is the new standard - think Netflix and bumper ads for online videos - there is a growing intolerance for commercial breaks. Although Red Zone isn't a new offering, the product is clearly beneficial for NFL to keep up with consumer behaviour and expectations in a competitive entertainment age.


Intel's 360 Degree Replay Technology utilizes 28 high-definition cameras to give football fans and broadcasters the ability to see any play from any angle. La Liga is the first European soccer league to have this technology permanently installed at its stadiums.

Josh: An excellent display of how technology can give spectators a more immersive experience. It's a testament to the promise that this technology has, being utilised in one of the biggest games of the year. The ability to customize the viewing experience could provide a spark for sports on the decline, and it could have an indirect effects such as better refereeing, content sharing and talk-ability.

READ
Curated by Eloise, Planning Team

Hooked is a reading app for 13-24 year olds designed to encourage young readers to complete stories. Its secret? Delivering the content in the form of text messages and in textspeak.

Eloise: Nowadays, most of us skim read an article before deciding we know enough about the topic to read on. We are after digestible, snack-able content. Hooked has leveraged this by delivering stories via texts. Hooked (stories have an 85% completion rate) could be the pioneers of a new way of consuming information. If youth continue to show a real interest in short form content, we could expect to see the media landscape shift accordingly.


Fact checking on Facebook is an ongoing conversation, due to the need for credible content. As our use of media is becoming more on-demand, more consumers are looking to digital/social sites for news content.

Eloise: It goes without saying that Facebook holds a lot of power, due to its sheer amount of user engagement. Without fact-checking, the media have a lot of influence without necessarily being a credible source - such as was seen in the recent US election. Facebook has now contracted third party fact-checking sites to flag potential fake news. We are likely to see even more people move from consuming independent media to relying on aggregators like Facebook for news. Situations like this reaffirm the global nature of the news business; it shows the increasing struggle that smaller independent players such as NZ news agencies face.