SDF

Visionary : Woong-Hyun Park [Executive Creative Director, TBWA Korea]

The vested interests of old media are rapidly disintegrating. It seems every day a new breed of media more creative than the last is popping up in front of us. Today, the trend is narrowcasting over broadcasting, in which personal media is displacing mass media. We are no longer feeling the necessity of having messages "pushed" to us one-way. Our brains are already inundated with such messages that we need a more compelling form of communication to grab our attention. In short, media needs to have content "pull," not "push." Ironically, in this exciting but daunting era of new media, what we must understand is not the media, but content. Content is behind what is constant even amid the rapid changes in the way media is delivered. Those constants are none other than people’s hearts, people’s laughs, and people’s minds. Now is the era where the "essence" of media is more important than ever, and it is therefore truly the era of content.