A view from Russell Davies

Watch out - the future of media could be whirring above your head right now

I work for a media agency. In these fragmented times, we have to advise our clients about media and content formats all the time. What...

Easily the best media idea ever is Jeremy Bullmore’s patented Q&A format. I’m deeply envious of it every week. Set-up delivered in a couple of sentences, different tones of voice easily established, ideas supplied for free. But I bet that’s not really what you were after. I suspect what you’re really asking about are new media formats. Well, you’re in luck. Here are two thoughts on new things.

Vine is like a six-second video Instagram. It’s incredibly simple to use and, without too much experimentation, you soon work out how to do simple stop-motion animation or quick visual gags. It’s perfect for those "what to watch at the bus stop" opportunities. It has been around for a while but it’s still mostly full of selfies and kittens – it has not yet found its Citizen Kane.

There must be a huge opportunity here for bright young creative sparks – it’s everything the internet (and probably your clients) wants right now: short, cheap and disposable. And as it’s part of Twitter’s war with Facebook, we’re bound to hear about it a lot.

'It's everything the internet (and probably your clients) wants right now: short, cheap and disposable'

Quadcopterography. I may have just invented that word. It means videos made by quadcopters. You’ll have seen them used to cover civil unrest. It’s a cheap video camera strapped to a cheap four-bladed remote control helicopter and sent to capture aerial views. Expensive versions have been in use for a while – but the footage from these just look like the kind of shots you’d expect. A guerrilla, YouTubey feel – shaky and erratic, like they might plunge out of the sky any minute. They’d be the perfect way to cover your media activation moment or brand event – for just a few hundred quid. I bet a few get snuck into Glastonbury this year.

Thanks for your question. I’m enjoying this format. Any more questions out there, drop me a line.

Russell Davies is a creative director at Government Digital Service