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The New Media Environment is a reality. Media in the twenty first century is digital, interactive and networked. The roles and relationships of producers, broadcasters and audience are changing rapidly. This dissertation is an examination of media in the Internet age, but also a product itself of the Internet age. It is an attempt to appraise the current environment in much the same way as Nicholas Negroponte predicted it in 1995. Being Digital is in fact the only 'paradox of a book' used in this dissertation with the vast majority of the sources being, quite literally, digital.
The changes brought about in the digital media environment are discussed in four main sections:
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Small Fish considers the impact that Digital Video has had upon production costs, and the effect of the Internet upon the broadcast and distribution of independently made media. DV cameras and PC editing are bridging the gap between home movies and Hollywood; digital distribution via the Internet allows anyone to own their own TV station. Can media producers now be autonomous? Claims that the Internet enables a democratisation of distribution may or may not be valid. Producers may now be able to act independently of film studios and TV stations, but perhaps now they are in a similarly restrictive relationship with their Internet Service Providers. Will ISP's become increasingly reluctant to host potentially controversial material amidst a growing trend for Internet related litigation?
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Internet broadcasting is closer examined in The New Networks. The various formats for streaming video are studied, with a particular focus on current market leader Real Player. Utilising these technologies programme makers are forming channels of their own, targeting niche markets that have previously been neglected by network television. They're young and hip, and their production values may not be the highest, but they're out to make money too. With as much talk of 'click through' advertising as challenging dominant media flows, are they any different from their network television predecessors?
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Big Media Wakes Up looks at the response of traditional broadcasting companies to a changing media landscape. This is illustrated by the two different methods adopted by AOL Time Warner and Sky Digital. The AOL Time Warner merger is discussed as the embodiment of convergence, as new media joins with old. Time Warner provides the content, the high quality programming and household names; AOL provides a massive online audience and Internet credibility. In contrast Sky Digital attempts to bring a little bit of the Internet to television. Sky Digital's Open system allows customers to buy goods and send email, but does not provide full access to the world wide web. Sky's strategy is discussed as an example of divergence, with Internet and TV contributing to each other, but not becoming each other.
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Digital Audiences, whether they're watching on televisions or computers (or something in between) are an integral part of the new media environment. In a 24 hour world, new consumer technologies are allowing audiences to make television timetables match their timetables. With a potential end to linear programming, the inter-show advertising slot may be facing extinction. What will this mean for audiences as advertising has to integrate itself into the content? Is 'click it to buy it' television interactivity? If not what is? These questions will be considered, both for digital television and TV online. Finally bandwidth will be considered, and it's importance for new media audiences. Broadband will bring TV to the web, but who will it benefit most? Broadcasters or audiences? |
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See also: Conclusions and Predictions : Glossary : Bibliography : Acknowledgements
All feedback greatly appreciated. |
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