The days of dividing media channels by whether they are digital or not are over; digital has entered the heart of all media, said  Marcel Fenez, global leader, entertainment & media practice at accountancy giant PwC. Fenez, who is speaking on the panel called PWC: Destination 2016 – The Tech-Savvy Consumer in the Driving Seat? He observed that media owners have moved on from trying to understand digital to wanting to implement it.

His views, based on PwC’s 13th Global Entertainment & Media Outlook 2012-2016 report published on June 12, are that: “We’re at the end of the digital beginning. These days, it’s more to do with how to best use it, rather than asking what it is.”  At the Destination 2016 panel, “I’m talking about the interaction of media and technology. We’re seeing the marriage of creativity, data and technology, and knowing it all works together is important.”

Fenez then mentioned new buzz phrases such as 'social marathoning'. “Thanks to cloud storage, people are able to watch an entire series in one go but with a social element,” he said.

He also advised brand owners and agencies to not take social media for granted. “It’s not just about Facebook; many of the world’s large social media networks are local.”




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