New media genres for a new millennium

An ambitious European project aims to create production tools for the media industry that will allow the easy production of non-linear media genres. ¶ The 7.5 million euro project, New Media for a New Millennium (NM2), plans to allow ‘atomic’ elements of original content to be combined in different ways that are personalised and targeted for individual interest. ¶ Dr. Doug Williams from BT Exact, which provides research, development and consulting services for BT, said: “The three-year project has an ambitious aim: to identify a new mass market media genre. The new media genre will allow stories to be adapted, on the fly, for an individual viewer. We think this will be immensely attractive for viewers and for advertisers, but it means we have to think about the whole production process from concept to credits.” ... informitv link