<p>Generation Y is a dynamic and creative bunch, always managing to break ground in new territories. As technology changes the world and culture, the ways of interacting with media and entertainment are changing as well. Generation Y is leading the way with new technologies and applications of social media in how they view content, both on and offline. The halls of Hollywood and Broadway must learn to adapt to these new challenges in order to attract and retain a new segment of society, the future of the media depends on it.</p> <p>Traditionally, entertainment and information was only capable of being accessed through static mediums, such as television or literature. The viewer was only able to passively relate to what they were viewing. Until recently this was accepted as the entertainment industry standard. Despite efforts to squelch this ever increasingly forward movement of revolution in a viewer&rsquo;s relationship to content, things continue to remove the control away from the media producers and into the hands of the viewer. As the means for viewing and digesting content become more interactive and further become integrated into society, the viewer has become increasingly more empowered.</p> <p>YouTube, TiVo, Napster and many other products and companies have offered the viewer the opportunity to not only pick and choose the content they view but how they view it. However, this power of choice has led to a surprising increase in the amount of traditional media consumed by Generation Y. The only difference is that the opportunity to choose what and how something is consumed is done. In today&rsquo;s media environment, conventional media producers are being forced to become innovative to stay relevant and in business. In Portland Oregon, home of the DIY (do it yourself) culture, independent film and artistry has developed a new meaning for the idea of innovation.</p> <p>Portland Oregon is home to such headlining film studios as Collective Eye, Barang Films and @Large. These industry leaders have taken it upon themselves to produce fresh content that Generation Y can relate to. Examples such as these and hundreds of others across the country are the early adapters of tools such as social media and collaborative production. To stay in touch with Generation Y media needs to learn from the smaller companies that its not how hard you press or push your message that matters. The point is that you need to listen before you can speak. Unlike the phrase, &ldquo;Children are to listen and never to be heard&rdquo;, this young generation demands the attention and sincere interest of those attempting to produce content.</p> <p>As the future of media changes, so too must its producers. The consumer has already adopted the means of consuming, leaving a trail of bread crumbs behind for others to follow. To remain optimistic about the ultimate outcome of the relationship between media and Generation Y is opportune. Only those who view Generation Y as a unique challenge will succeed. Appreciating this, many are still not willing to change their institutional behavior and collective paradigms. Beware, Generation Y is truly change you can count on.</p> 2009-01-14T08:47:39Z -12.8195 395 2820 true 15 20520 generation-y-and-entertainment 0 2009-01-18T13:44:15Z 2009-01-18T13:44:15Z

Generation Y and Entertainment describes how social media is changing the future of how content is consumed.

0 2009-02-24T09:48:30Z