March 8, 2007
What is Dynamic Media
What exactly is Dynamic Media. Good question. Well as a starter, to me it is the opposite of Static Media or as I like to joke with some of the folks that work on print products here, "if it don't move its dead."
Seriously though, Dynamic Media is a reference to the shift that is occuring as a result of the way we consume our media (and as a result create it). We have gone from "lean back" experiences associated with watching television in our living rooms, to "lean forward" experience of interacting with content on our computer screens, to "hunch forward" (borrowed from Mark Randall) consuming content on handheld devices.
As one comment to a previous post mentioned, the term Dynamic Media has been applied to creating interactive PDFs and this certainly falls into the realm of a lean forward interactive experience, but when I think about dynamic media, I think of video, audio, animation, and interactivity all blending together to create a "rich media experience".
Dynamic Media also refers to the business unit that I am a part of here at Adobe which includes all the digital video and audio products, Flash authoring, Flash Media Server, and a few other things.
This is the second time around for Dynamic Media as a phrase at Adobe. Back in the late 90's we branded our first video suite as the "Dynamic Media Collection". I was one of the advocates for that name which was met with quite a bit of resistance. Many people thought it was a bad name because it didn't "test well". Few customers knew what it meant. My argument was that not knowing what it meant was ok, as it gave us the opportunity to define it, and we needed to be patient until the term began to take root.
What goes around comes around. Welcome to my world of Dynamic Media. I don't know exactly where I'll be going with this blog, but I do know where I won't be going. I won't be writing about Static Media.