The new Accenture survey of North American media and entertainment executives has some illuminating findings on the anticipated direction of digital media.
A couple of surprises: Executives aren't concerned about involving themselves in social media and worry little about reputational issues in doing so. And they are extremely skeptical of the North American mobile market taking off.
A couple of non-surprises: They believe advertising-supported (as distinct from subscription-supported or pay-per-view) models are the most viable. And they believe digital advertising will surpass conventional advertising within five years.
There was a general optimism about the growth of short-form video as a driver of business.
The kicker in this survey is quite interesting. Accenture thinks there's a bit of self-delusion among the executives it surveyed --- that is, they think they're a lot more ready for the future than they really are. In its examination of the factors in place at these companies, Accenture found "a false sense of current capabilities."