David Bloom is a Deadline contributor.
USC will launch a three-year research effort called the Edison Project to figure out key issues of the emerging entertainment economy surrounding new creators of content, new platforms and distributors of that content, new business models to finance their work and new metrics to measure success. USC Annenberg professor Jonathan Taplin, who heads that school’s Innovation Lab, announced the project’s general outlines during a keynote speech Friday at the Digital Marketing & Analytics Summit in Los Angeles.
Taplin told a ballroom of entertainment and tech executives that sector after sector of the entertainment business is showing signs of trouble, from the long-staggering music industry to a movie business that launched numerous bombs this past summer, to an ad business that’s consolidating and automating. These problems are happening even as the world’s entertainment-consuming middle class is booming, and creation of digital media has jumped nine times. Traditional entertainment, meanwhile, is seeing revenue growth barely keep pace with inflation. And, he said new ways of thinking about entertainment are needed to deal with such issues as piracy.