In the ever increasing battle for user attention most cultural heritage institutions still primarily concentrate on the browser (website, laptop, desktop) to reach audiences, far fewer rely on the mobile-first (tablet, smartphone, apps) paradigm. The second bias is towards lean-forward content consumption - typically characterized by individual users having short spans of attention - as opposed to the lean-back paradigm of the TV, with its big screens in collective social settings, inviting for longer spans of attention.
I believe the heritage industry should explore the yet uncharted lean-back territories of smart TV and media players. In this slidedeck I elaborate these ideas. To make things manifest, I show the first results of my hands-on experiments with the open Kodi (www.kodi.tv - media center software) and RaspberryPi platforms.
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Lean back heritage - opportunities and experiments
1. Lean back heritage
Opportunities and experiments
Olaf Janssen, National Library of The Netherlands, October 2015
olaf.janssen@kb.nl // @ookgezellig // Slideshare:OlafJanssenNL
2. What I would like to share with you
Hear your feedback
on this slidedeck
Give you new
ideas & inspiration
What I worked on in
my spare time this
summer
Case study
of grassroots innovation
See my contact details
on title slide
3. GO FROM THIS
TO THIS
In other words….
???
Yes, really, you’ll see!!
11. “For heritage institutions capturing
audiences is not self-evident in today’s
attention economy
Just like for example publishers,
broadcasters or bloggers they will need
to earn this attention day by day”
Dutch national strategy for digital heritage
March 2015
12. How do they need to earn this attention?
“... visibility and quality of service in the digital domain
are becoming increasingly important
Consumers search for channels [and devices] to find the
information they are after as fast, easily and
economically as possible
This means: heritage institutions
must design/offer services and
content for channels and devices
that people use in their day-to-day
media consumption patterns
13. How do they need to earn this attention?
“... visibility and quality of service in the digital domain
are becoming increasingly important
Consumers search for channels [and devices] to find the
information they are after as fast, easily and
economically as possible
Institutions that are responsible for preserving and
making accessible heritage collections are
forced to redefine their roles
Questions that emerge are for example:
How do we reach (new) user groups?”
In other words: they need to step
outside their comfort zones, e.g. by
exploring new services, channels and
devices
I’ve some ideas about that!
This means: heritage institutions
must design/offer services and
content for channels and devices
that people use in their day-to-day
media consumption patterns
18. http://www.4en5meiamsterdam.nl/attachment/47454
Desktop, laptop (smart) TV, mediacenter
Small screen, close by Big screen, at a distance
Keyboard, mouse Remote, air mouse, keyboard, voice
Desk, table Couch, arm chair, sleeping room
Bent over, leaned in Couchmode: leaned back,
vegging out
Individual Social
Lean in/forward Lean back
19. http://www.4en5meiamsterdam.nl/attachment/47454
Desktop, laptop Tablet, smartphone (smart) TV, mediacenter
Small screen, close by Small screen, close by Big screen, at a distance
Keyboard, mouse Touch, stylus Remote, air mouse, keyboard, voice
Desk, table Both Couch, arm chair, sleeping room
Bent over, leaned in Both Couchmode: leaned back,
vegging out
Individual Both Social
Lean in/forward Lean backMobile
21. http://www.4en5meiamsterdam.nl/attachment/47454
Production, active, engaged,
GTD, making choices
Entertainment, passive, chill out,
making no choices
Complex interactions,
Multitasking
No, limited or simple interaction,
Singletasking
GUIs with lots of distractions GUIs with few distractions
Scan mode, short content View mode, longer content
Less attention per item More attention per item
Lean in/forward Lean back
22. http://www.4en5meiamsterdam.nl/attachment/47454
Production, active, engaged,
GTD, making choices
Both Entertainment, passive, chill out,
making no choices
Complex interactions,
Multitasking
Relatively simple
interactions, Singletask
No, limited or simple interaction,
Singletasking
GUIs with lots of distractions Mixed GUIs with few distractions
Scan mode, short content Scan-, read-, view mode View mode, longer content
Less attention per item More attention per item
Lean in/forward Lean backMobile
23. BBQ Pit Boys
A YouTube channel I’ve
been following for 2 years…
Very American &
over the top
https://www.youtube.com/watch?v=6w3AVSNzxT4
24. BBQ Pit Boys
A YouTube channel I’ve
been following for 2 years…
Very American &
over the top
33. • Lean back: less distraction Higher likelyhood for attention to your content
• Big target audience: ’Watching TV’ is still very popular (*)
(not necessarily old-school linear broadcasting, but streaming VoD, e.g. Netflix)
• Uses in situ devices: high penetration rates of (increasingly large) TV screens
The big screen
• Social
• In line with HD content trend: Large diameter screens
* http://nlkabel.nl/streaming-video-even-populair-als-lineaire-tv/
The power of lean back (on the big screen)
36. Media consumption paradigms in heritage institutions
Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
37. Lean forward website:
Standard paradigm, every
institution has a website!
Mobile first:
How may institutions
develop mobile first?
Have an app?
Growing number…
Media consumption paradigms in heritage institutions
Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
40. Lean back paradigm
(optional big screen)
Media consumption paradigms in heritage institutions
Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
Lean forward website:
Standard paradigm, every
institution has a website!
Mobile first:
How may institutions
develop mobile first?
Have an app?
41. Lean forward website:
Standard paradigm, every
institution has a website!
Media consumption paradigms in heritage institutions
http://www.4en5meiamsterdam.nl/attachment/47454
Mobile first:
Hoeveel GLAMs
ontwerpen mobile
first? Hebben een app?
My observations
Heritage institutions don’t or hardly design
with lean back in mind
(in other words: stay within their comfort zones)
‘TV’ is still regarded as a seperate oldskool
world, not related to the web
(if they think about it at all, that is…)
But the reality out there is very different…
Lean back paradigm
(optional big screen)
Trusted/inside comfort zone More exciting/edges of comfort zone Terra incognita/outside comfort zone
43. A few pioneers… Europeana TV
“The Europeana TV pilot exploits the
opportunities of re-using Europeana
content in SmartTV applications to
create new TV experiences”
http://www.europeana-space.eu/europeana-tv-pilot/
https://www.beeldengeluid.nl/en/blogs/research-amp-
development-en/201503/smart-tv-apps-europeana-space-
workshop
44. A few pioneers… ErfgoedTV: Browse in 45.000 photos
“With this application you can browse
through the photo collection of the
Eemland Archive on your TV.
ErfgoedTV (=HeritageTV) is tuned to your
postal code and can show you the
history of your own neighbourhood.
It is the newest way to bring heritage
into homes.”
https://www.youtube.com/watch?v=xIuPkkyjlBY
http://www.archiefeemland.nl/actueel/nieuws/2013/erfgoed
tv-zapp-door-45000-foto's
45. A few pioneers… The Museum Channel (commercial)
“The Museum Channel is the first
channel dedicated to Art. It brings you
the world’s largest collection of
masterpieces, available at your
fingertips.
Art has a new home. Yours.”
http://www.themuseumchannel.tv
http://www.brandingmagazine.com/2011/11/25/lg-and-
purescreens-introduce-museum-app-for-smart-tv/
47. To summarize:
I believe that many heritage institutions
waste attentive audiences, innovation
and opportunities by NOT experimenting
with lean back
56. Downsides of smart TVs
• Lifespan of built-in, monolithic smart-engine (2-5 years) <<
lifespan of screen (10-15 years)
• Built-in obsolescence: interaction, look & feel, apps and OS will
be outdated quickly
57. Downsides of smart TVs
• Lifespan of built-in, monolithic smart engine (2-5 years) <<
lifespan of screen (10-15 years)
• Built-in obsolescence: interaction, look & feel, apps and OS will
be outdated quickly
• Always connected Privacy issues
http://www.howtogeek.com/176392/smart-tvs-are-stupid-why-you-dont-really-want-a-smart-tv/
59. I’ve chosen cheap and open
Cheap hardware
pm 40 euro,
hugely popular
Open, free media player
software
• Cross-platform & cross-device
• Very popular, millions of downloads
• With active user community
• Kodi.tv
69. Browser
Laptop+Win7
KB YouTube video
YouTube website,
channel kbnederland
User-agent
Hardware+OS
Content
Service,
channel
Lean forward website:
Standard paradigm, every
institution has a website
71. Browser
Laptop+Win7
KB YouTube video
YouTube website,
channel kbnederland
Apps
Smartphone+iOS
KB YouTube video
YouTube app,
channel kbnederland
User-agent
Hardware+OS
Content
Service,
channel
Mobile first:
How may institutions
develop mobile first?
Have an app?
79. ID 1.
Aah, then this add-on
is just a front-end
to that YouTube channel!
80.
81. ID2. But if this is possible for
the BBQ Pit Boys, it can be
done for every YouTube
channel
So also for the
Rijksmuseum!
82. ID2. But if this is possible for
the BBQ Pit Boys, it can be
done for every YouTube
channel
So also for the
Rijksmuseum!
ID3. Everything in Kodi
is open source, so I can
find how that BBQPB-
add-on has been
written!!
83. ID3. Everything in Kodi
is open source, so I can
find how that BBQPB-
add-on has been
written!!
ID4. Kodi add-ons
from heritage
institutions are still
missing, so I can
be a pioneer!!
ID2. But if this is possible for
the BBQ Pit Boys, it can be
done for every YouTube
channel
So also for the
Rijksmuseum!
84. ID3. Everything in Kodi
is open source, so I can
find how that BBQPB-
add-on has been
written!!
ID4. Kodi add-ons
from heritage
institutions are still
missing, so I can
be a pioneer!!
ID2. But if this is possible for
the BBQ Pit Boys, it can be
done for every YouTube
channel
So also for the
Rijksmuseum!
I needed to learn myself Python
(programming language) to make my
add-on. I called it Rijksmuseum TV