http://mobilecrunch.com/2007/12/03/you-will-control-25-of-entertainment-by-2012/
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Nokia’s latest study, ‘A Glimpse of the Next Episode’, predicts that within five years a quarter of all entertainment will be created, edited and shared within peer groups rather than coming out of traditional media groups. Trend-setting consumers from 17 countries were asked about their digital behaviors and lifestyles. Nokia also used information gathered from its 900 million customers and views of leading industry figures to reach the conclusion that you will control 25% of the world’s entertainment by 2012.
“From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call ‘Circular’. The trends we are seeing show us that people will have a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups – a form of collaborative social media,” said Mark Selby, Vice President, Multimedia, Nokia.
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Interaction Culture 
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This is interesting given the discussion of how Hollywood directors have so much power in sending the messages which are put into the mass media.
If this is truly the case, does this mean that in the future, some of the most powerful messages we will receive could be coming from………YouTube?
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I think that there is an important difference between professionally-produced source content and mash-up content that this post describes. Namely, that you can have the former without the latter, but not vice versa.
Derivative content, produced by amateurs using “easy creation” tools, customization options or outright remixing, is undeniably an awesome thing. But the signal-to-noise ratio in the amateur space is always going to be somewhat high on the noise side, and will be even more so as the barriers to entry get lower and lower.
I wonder if all of this amateur content might ultimately serve to elevate the (perceived) value of professionally-produced content?