The new screen ecology and innovation in production and distribution

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The project aims to explore new models of online and screen content creation. Major United States information technology corporations are challenging Hollywood and television networks and are likely to come to dominate new screen services into the future. This project focuses on the most challenging and potentially disruptive and innovative forms of production and distribution this new screen ecology is taking. Processes of professionalisation and monetisation of previously amateur content creation are underpinning an explosive growth of a lower-budget, more diverse and structurally innovative tier of advertising- and sponsor-supported online content. Centred on strategies of platforms such as YouTube, but international in scope, the project aims to contribute to innovation in Australian screen production and distribution.