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Mag de rêve

31/05/2007 - par Mark Tungate

The magazine I'd like to launch today belongs to tomorrow. It wouldn't be on paper - it would be online. It wouldn't even contain words. My magazine would be a mosaic of short films: reports from around the world about communications, fashion, design and leisure. My good-looking team would make their reports with digital video cameras and wireless laptops. Then I'd put the films up on the site. Users would just click on a report to play the film.

Some media brands are already experimenting with this technology - although they rarely get it absolutely right. For a start, the quality is still not 100%. Online films are grainy; they jump and hiss. They're certainly no match for TV, which looks more and more like cinema with big screens and high- definition images.

But there's a problem with content, too. When magazines put films on their websites, it's as if they've never seen a TV show. One of our fellow advertising magazines in the United States is a case in point. The films on its website are simply articles read aloud by its reporters. There are not enough images and, quite frankly, some of the reporters have faces made for radio. The magazine of the future is a TV channel where you watch the content you like, when you like.

It sounds like I'm talking myself out of a job. But, as I've discovered when delivering a speech or making brief TV appearances, a script is still required. The power of words remains undiminished.

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