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Digital Media By Viscom (Paris) Zone

You have to hand it to the show’s organisers, REED and to the French industry association, APCAD [1], for trying. They are absolutely tireless in their efforts to promote a high quality show which can introduce the industry to anyone interested in the communications world AND to inform and educate about the workings and the advantages of the media. I’m sure though that sometimes it must feel like herding cats!

[2]In 2008, Viscom introduced the ‘Digital Media by Viscom‘ zone and it’s back again for the 3rd time at Viscom Paris 2010 [3].

The idea being to group all exhibitors involved in the industry together, making it easier for visitors to navigate their way through the show. The good news is that total exhibitor numbers are up to 183 from 154 in 2009. Presumably this justifies the move to the larger out of town site this year.

However, the other news is that out of the 34 exhibitors that I counted listing ‘Digital Media / Dynamic Audiovisual Communication’ amongst their activities, there was only one APCAD member [4] – France Telecom subsidiary Globecast?

They’ve also organised a  series of highly informative conferences aimed at educating the great unwashed about the functions and values of the industry (I’ll know better what to call ‘the industry’ after the results of the APCAD’s poll are announced [5] on Wednesday evening).

Having just three spots available, they’ve done a good job in focussing on the essentials and lining up some very respectable speakers – leading off is the APCAD session that defines the media. The argument runs: “When you reach 10 million people daily with a network of screens, is this a simple communication tool? When you talk in terms of OTS (Opportunities To See) and GRP (Gross Rating Points) isn’t it already a media? When you can adapt content profile according to audience, place, time or day-parts, is it –  digital signage – a simple communication tool or a true media?

Here are full details of the conferences, all taking place this coming Wednesday, September 22nd…