This June, the AICP welcomed a new committee to its organization called AICP.Next. The goal of this group, headed by MIA Films director/president Massimo Martinotti, who serves as chairperson, is to "discover new horizons in marketing-related communications, identify the platforms, formats and media that are empowering consumers and lead future business models that are going to revolutionize the production industry."

Committee members include Larry Bridges (Red Car), Rich Carter (Gartner), Sylvia Kahn (V3 at Anonymous), Eriks Krumins (Backyard), Diane McArter (Furlined), Don McNeil (Digital Kitchen) and Steve Wax (Chelsea Pictures/Campfire).

AICP.Next aims to study the rapidly changing environment with the hopes of positioning the production community as the preeminent source of content creation and production expertise.

"The content needs to be produced and we need the business model to produce it," says Martinotti. "We can't use the same model we've been using for the last 50 years and simply apply it to the current landscape." RF