ONVERGENCE
ec2
making a revolution“
the annenberg
incubator project
at usc
CCESS
YN THESIS
”
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INTERFACE
making
a
revolution
VISION
CONVERGENCE
Founded in , EC has
redefined the concept of business incubators. Today we
nurture more than new technologies and content; we
nurture new relationships,
knowledge and opportunities
for sharing information. Our
name is inspired by the Egg
Company, the initial venture
of Lucas Films, whose founders,
George Lucas and Marcia
Lucas, attended the USC
School of Cinema-Television.
EC is the axis between
Hollywood and the Silicon
Valley, between industry and
education; we are the point
where the university meets
the commercial world.
Our actual location is
equally well-situated at USC—
the academic leader in communications throughout its
-year history—in the heart
of Los Angeles, long the center
of storytelling, now a major
force in emerging media.
SYNTHESIS
PAGE=1
ACCESS
We are in the midst of a revolution in communications that
will continue to be a defining
force in our economy far into
the twenty-first century. Its new
technologies and media forms
are already changing society
beyond prediction. Will this
bring us closer together in the
years to come—or pull us apart?
At the center of this changing
landscape is Egg Company 
(EC), The Annenberg Incubator Project, at USC. As the
flagship of The Annenberg
Center for Communication,
EC is a business incubator
for startup companies in
new media, a focal point for
technology transfer, a virtual
and physical meeting ground
and a resource center.
The Annenberg Center for
Communication was created
in  through a  million
grant from Ambassador Walter
H. Annenberg. Its mission: to
advance research and applications for the design and development of innovative modes of
communication. Through EC
and other cross-disciplinary
work, the Center focuses on
the global implications of new
technologies and ways in which
they effect community.
develop“
INTERFACE
”
CONVERGENCE
VISION
SYNTHESIS
ACCESS
the new
media
prototypes
bli annorunda, bli bättre.
sois different, sois
meilleur. sia differènte,
sia migliore. sei
anders, sei besser.
Within EC’s business development activities, economic
growth and information sharing
are inextricably linked. Our
new media incubator is unique
because our USC setting combines a community of digital
pioneers with the vision of an
institution that plans in terms
of decades and centuries. The
result is a different kind of
thinking that digs down to the
core questions about emerging
communications.
This creative matrix allows
for a constant exchange and
flow of ideas, with built-in
opportunities for interchange
and serendipity. It is an
environment that encourages
the unexpected.
technology + content.
Our occupants are involved in
developing quality content for
interactive communications or
content-enabling technology—
prototypes for tomorrow’s
communications. These futurists
are helping to shape the online
world, designing new humancomputer interfaces, educational
content, search engines, business software and products
for industries that are only
beginning to take form.
While potential for commercial success is one criterion for
selection, immediate profitability
is not. We care more about
whether a startup company
may set a trend, establish a
foundation for future advances
or create entrées for new
communities.
hot wired for success.
We offer our occupants a complete infrastructure of support
for up to three years to enhance
the odds of entrepreneurial
success.
Included are some atypical
ingredients, such as access to
today’s leading communications
scholars and scientists at USC.
In return we receive a multitude of perspectives on the
world of emerging media.
Each occupant company
enjoys fully wired office suites
in Annenberg House on The
Annenberg Center’s campus
adjacent to USC. Included are
high-bandwidth Internet access,
network connectivity and workplace productivity services.
Our advanced computer labs
or hatcheries, established with
leading industry partners, assist
occupants in the creation of
their products. These facilities
include all major operating
platforms (Mac OS, Windows
and UNIX variants), industrystandard AVID nonlinear video
editing, 3-D computer animation, multimedia authoring and
sound recording and editing.
Our technology never sleeps,
evolving with the needs of our
occupants.
Occupants benefit from
roundtables on critical business
issues with our service providers:
Price Waterhouse Coopers,
accounting and finance; mPRm,
public relations; O’Melveny
& Myers, business law; and,
Media Technology Ventures,
capital formation. Such networking opportunities are one
of EC’s most invaluable assets,
and extend to visits from major
high-technology developers,
entertainment companies
and governments from around
the globe.
joining the revolution.
Non-occupant membership in
EC is open at two levels to
high-tech entrepreneurs who
can benefit from having the
tools, expertise and relationships to enhance their ventures.
[] Network and developer
members participate in EC
roundtables with service
providers, networking events,
cyber chats and web page hot
links. [] Developer members
also can capitalize on our
development facilities.
unbound by tradition.
Annenberg House is home to
students of new media from the
Schools of Cinema-Television
and Engineering and the
Annenberg School for Communication at USC. Students work
as interns in the startup companies and take part in EC networking events, contributing
fresh approaches to our work.
PAGE=2&3
experimental testbed.
Within our computer labs, EC
conducts research for private
companies on a limited basis,
if the work contributes to the
field of new media. Projects
have ranged from specific market research for new products
to user evaluations of technologies and research on corporate
universities. EC is equipped to
provide a safe environment to
evaluate new equipment under
stress-test conditions, before
it goes to market.
digital partnerships.
EC forms key partnerships to
enrich the cyber-world economy.
We participate in the Digital
Coast Roundtable organized
by Mayor Richard Riordon to
promote emerging media companies in Southern California.
This trade council has adopted
the name “Digital Coast” to
exemplify the region’s creative
and entrepreneurial strengths.
Located in Annenberg House
is another informal EC partner
in economic development:
the Los Angeles Regional
Technology Alliance.
convene“
INTERFACE
”
the leapfrog
to new
understanding
SYNTHESIS
ACCESS
Our links with USC give us
a tremendous advantage: the
power to convene important
people around important issues.
EC has become a meeting
ground in which worlds converge, looking for new ideas
and approaches in emerging
media. As a knowledge broker,
the university provides a neutral
field from which to resolve
today’s toughest communications questions.
Our interconnectivity with
Hollywood, Silicon Valley,
industry, education and government enables EC to identify
disparate markets that would
benefit from being brought
together and sharing information. The result is that companies, even whole industries,
can leapfrog to new levels
of success. Two examples
of our efforts:
digital asset management.
CONVERGENCE
VISION
A by-invitation-only, no-fee
conference, first held in ,
addressed the growing significance of digital asset management, hosted by The Annenberg
Center for Communication.
More than  major producers
and users of digital assets from
academia, library sciences, museums, software development, the
PAGE=4&5
arts and copyright law—many
of whom had never met—were
invited for a two-day examination of critical questions surrounding intellectual property.
Among the topics: defining
the virtual library, whether there
may be multiple concepts for
a digital archive and what role
digital commerce will play in
the design of such storage
systems. EC will sponsor this
essential conference yearly, as
long as it is helpful in addressing this pressing need.
quality online content.
EC organized and co-hosted
the Internet Summit on Digital
Media Content for Children
and Teens at the request of
the White House. The National
Telecommunications and Information Administration of the
U.S. Department of Commerce
was co-host. The focus was
on quality online content that
already exists for children
and teens, as a way of diffusing
myths and fears about the Internet. Also explored were new
strategies for maximizing use
of the Web for education, entertainment and communication.
More than  people
attended in Los Angeles, with
many more attending a virtual
version of the event via realtime video and audio website
connection. Online attendees
were invited to take part in
live chats and a bidirectional
web board that fed questions
to panelists.
Among the  keynote
speakers and panelists representing leading Web content
developers in the United States
were representatives of the
Federal Trade Commission,
the George Lucas Educational
Foundation and Vice President
Al Gore, who appeared live
via satellite.
bandwidth
communities
revolution
spark
narrative
”
educate“
INTERFACE
expand its services to corporations, improving the means
for becoming true knowledge
organizations.
entrepreneurial advice.
the online
resource to
the world
digital archives.
As issues intensify surrounding
the need for digital archives—
and more digital assets are lost
because traditional archival
methods prove inadequate in
today’s wired world—EC is
exploring possible solutions.
We are engaged in research
into the management of digital
assets, including overall concepts for such a cultural and
historical archive and the needs
and objectives that may enter
into its design.
CONVERGENCE
PAGE=6&7
Bigger bandwidth.
Even bigger ideas.
Bringing communities
together.
VISION
The Corporate Knowledge Center spotlights ongoing issues of
knowledge management, intellectual capital and organizational change. It strives to clarify
and leverage intellectual assets
for the competitive advantage
of companies and individuals.
Online users find links to articles, research studies, educational tools, training resources,
self-assessment tests, discussion
groups and more. Designed as
a portal to new destinations, the
site allows users to connect with
powerful ideas and exchange
points of view.
Communication scholars
working in The Corporate
Knowledge Center produce
independent research and
benchmark studies on knowledge organizations and corporate education, available to the
public. One recent example is
a survey of , U.S. corporations on today’s best educational practices. As the importance
of leveraging intellectual assets
continues to grow, EC will
The Congress for Internet Audience Measurement Standards
convenes individuals and organizations interested in standardized methods for audience
measurement on the Web. The
work has broad implications
for the pricing and practices
of Internet advertising. EC’s
online Internet Congress acts
as a forum and a comprehensive
reference point for the latest
events in this field. Within this
interactive site are a history of
web advertising, a glossary and
an up-to-date guide to who’s
who in developing Internet
standards and technology.
SYNTHESIS
hotlinks to grow on.
an accountable internet.
ACCESS
EC’s dynamic program of
online education exists to
broaden the availability of the
information revolution. The
Knowledge Center, open to the
public  hours a day, began
in recognition of the intrinsic
value of intellectual capital and
the importance of extending
our resources to the world.
Several components come
together under this broad
umbrella: The Corporate
Knowledge Center, Small Business Advisor, Internet Congress
and projects in digital asset
management.
Among The Knowledge Center’s
other popular cyber features is
the Small Business Advisor, a
collection of columns sourced
and edited by EC for the Los
Angeles Business Journal. Within
this resource, small business
owners and managers can log
onto practical, timely ideas for
entrepreneurial success.
The quality of our digital life,
today and into the future,
depends on creating intersections between technology and
content and on finding new and
better paths to converse. In this
way, we can build communities
of people interacting with one
another at the highest possible
levels. At EC, The Annenberg
Incubator Project, we believe
the understanding that results is
the communication revolution’s
primary benefit. Join us in the
revolution that is transforming
us all.
SYNTHESIS
ACCESS
INTERFACE
creating
community in times
of change
CONVERGENCE
VISION
EC2, The Annenberg Incubator
Project, is located on The Annenberg Center for Communication
campus at USC. To apply for
occupancy or membership at EC2,
go to www.ec2.edu.
A new vocabulary
for a new time.
Making sure we all speak
the language.
PAGE=8
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 West Adams Boulevard
Los Angeles, California -
telephone: () - facsimile: () -
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