MEDIA TECHNOLOGY & PRACTICES

INTRODUCTION CONVERGENCE AND THE ELECTRONIC MEDIA

INTRODUCTION
Understand this situation Sunday evening, October 1968. The family is sitting down after dinner to watch television. There is a variety of programming from which to choose. At 7.30 they can turn to NBC for Walt Disneys Wonderful World of Color or they can watch Lassie on CBS. At 8.00 the family favourite is The Ed Sullivan Show on CBS. Sundays are great for family TV so many good programs, and many of them in color!

INTRODUCTION
Understand this situation Sunday evening, October 2000. Dad has just settled into his chair in the family room to watch sporting event on pay-per-view. Mom is in the den, reading and listening to digital cable radio. Their teenage daughter is in her room, playing video games on an interactive cable channel, while her brother is doing homework on his laptop, with MTV on his background, Mom did some banking transactions through their home computer and Dad made some purchases through an interactive shopping channel.

INTRODUCTION

WHAT CAN YOU CONCLUDE FROM THESE 2 SITUATIONS?

THE ELECTRONIC MEDIA TODAY

The business of broadcasting has changed

radically in the past 2 decades Due to the evolving technology has introduced new competitive environment. The traditional broadcast station now operates in a marketplace that enables an audience to receive hundred of programming choices transmitted from the satellite. Then if predictions bear out, the telephone companies will soon be major providers of television companies will soon be major providers of television information and entertainment diretly to the home through fibre-optics.

THE ELECTRONIC MEDIA TODAY

Using the digital technology that drives the

computer through video compression: 1. Provide higher quality 2. Distortion-free 3. Offer wide screen 4. Produce programs with visual interest provided through digital effects and computer generated video. Meanwhile, satellite distribution can provide live coverage.

THE ELECTRONIC MEDIA TODAY

As the unprecedented changes in technology and

competition developed, regulation of the electronic media seemed confusing and lagged developments. Regulation is in transition as the new technologies and the internet come online. The media conglomeration is growing and merging and going through changes of ownerships. Changes of ownership have brought changes of network association which have brought intense competition. Some stations will be big winners in the ratings and others will lose audiences.

THE ELECTRONIC MEDIA TODAY

Many of the media conglomerates are just

beginning to battle for viewers in the international marketplace. The Fox Television Network, owned by News Corp has established international ties and then there is Start TV, NBC CNN, MTV and ESPN offer programming on a worldwide basis They also offering foreign markets through syndication. Historically, the business of broadcasting in the United States has relied on the sale of advertising. Therefore, as a result television stations need to provide content that could attract the audience

THE ELECTRONIC MEDIA TODAY DUE TO THIS MATTER WHAT IS THE EFFECT TOWARDS SOCIETY??

THE MASS COMMUNICATION MODEL

Communication is the critical process that holds

our society together. We all engage in interpersonal communication every day. We learnt how to use verbal and nonverbal. This is the model:
Source (comm unicat or) Noise (physical or semantic) encod decoder er Channel (message) Receiv er (audie nce)

feedback

THE MASS COMMUNICATION MODEL

The mass communication process includes a

source, a channel and a receiver. The source is the communicator, a reporter for example The channel is the medium newspaper or radio The receiver is the radio listener. In preparing a message for mass communication, we need to encode it for a particular medium. If we choose electronic medium such as radio or television, we encode the message by writing it in a style designed to be heard

THE MASS COMMUNICATION MODEL

Electronic messages are written in short

sentences and in conversational style. The words must incorporated with video or around sound bites. Sounds and pictures must be modulated electronically onto a carrier wave. As for feedback is obtained on a delayed basis through audience research for program ratings.

MULTIMEDIA APPLICATIONS
Below is the multimedia model
communication Media & Publishing Consumer electronics

COMPUTERS

DEDICATED PROFESSIONAL Creative design Production Visualization

BUSINESS USER Presentations Communications Management training

EDUCATIONAL USER Instruction Management presentations

HOME COMPUTER USER Entertainment Instruction Information communication

CONSUMER APPLIANCE USER Entertainment Instruction Information communication

THE CONVERGENCE
Cable channel produces six-show lineup

exclusively for its internet channel. Movie studios make their titles available not only on DVD for handheld video games systems. The internets AOL makes thousands of classic television shows (with commercial) available on the web for free. Google, Intel and Yahoo! Sell downloads of classic and current shows and movies from all the major broadcast and cable channels. Apple sells music videos, and music

THE CONVERGENCE
Cable giants sell television programs for ninety

nine cents each Satellite cable is doing the same thing but can also straight to your mobile phones (ESPN) You can read Time Magazine and hundreds of other newspaper and magazines on your computer screen Mobile phones allow to talk to other people with the camera. And also able to broadcast themselves and photos by using their phones. The birth of wi-fi where people could get access

THE CONVERGENCE
This is what we called convergence.

Started of with :

DIGITIZATION REPRESENTING ALL FORMS OF COMMUNICATION

HIGH SPEED CONNECTIVITY NETWORKS BECOMING FASTER AND PERVASIVE WIRED AND WIRELESS

ADVANCE TECHNOLOGY ENDLESS ADVANCE TECHNOLOGY WITH SPEED, POWER AND IMPROEMENTS

THE CONVERGENCE

THE GROWTH OF DIGITAL LAYOUT, 2000-2010

THE CONVERGENCE TELEPHONE & TELEVISION

Among the oldest communications businesses in

the United States are the telephone companies. Traditional common carriers like phone companies, which have been regulated by the federal government as monopolies, are evolving into huge information providers. They see future business growth in consumer information package that will include telephone, computer, audio and video services provided via phone lines to existing telephone customers.

THE CONVERGENCE TELEPHONE & TELEVISION

This represents a drastic changes in the

separation of information and entertainment services. Cable and broadcast television have provided entertainment services most of their history. Operationally, they have been separate from the telephone companies since the 1920s. Now they are faced with the prospect of competing or merging with regional telephone companies.

THE CONVERGENCE TELEPHONE & TELEVISION WHAT DO YOU THINK WILL HAPPEN TO THE FUTURE OF
BROADCAST STATIONS AND CABLE SYSTEMS?

THE CONVERGENCE TELEPHONE & TELEVISION

They need to adapt to the evolving media

marketplace and compete (tv programs) They need to consider a variety of delivery systems to the home. What about local television stations? People will be needing local stations for local news and public affairs.

THE CONVERGENCE TELEPHONE & TELEVISION

Historically, broadcast stations have made profit

from the sale of advertising time. Today, the single revenue stream provided by the sale of commercials is no longer sufficient. Television stations and networks are rapidly increasing cost. Additional revenue: 1. To make additional payment for additional programs. 2. Selling local programming serve as content provider These programs will be delivered by the

CONVERGENCE RADIO & SOUND

Emerging and changing technologies have

affected the production and distribution aspects of both radio and sound recording. the birth of radio network one network can provide different services and also program syndications. Satellite can also make access to syndicated programs like top 10 shows. Satellite many receivers now receive radio through their cable television in the form of satellite-delivered: DMX

CONVERGENCE RADIO & SOUND

What is DMX?

: digital music express by digital audio radio service (DARS) Direct satellite home, office and automobile delivery. The music channels provided are commercialfree and offering varieties of music channels.

MOBILE PHONES & THE SOUND OF MONEY

The sale of music to mobile phones.

Serve as ring-tone downloads for their phones is

already a big global business and will be growing. Brings money to the recording label.

DIGITAL TECHNOLOGY SOUND

Recording and radio industries changed from

analog to digital recording. That is, sound went from being preserved as waves, whether physically on a disc or tape or through the air (radio), to conversion into millisecond intervals in a computerized translation process. With no hum and hiss. Convergence with computers and internet offers challenges and opportunities to these industries. Internet can be used as a promotional channel for recording albums instead of using radio like

DIGITAL TECHNOLOGY SOUND

Numerous sites exist at which consumers can

buy recorded music. Artist themselves use the internet to promote themselves.

THE FUTURE OF SOUND RECORDING.

The direct to fans model of production, promotion

and distribution is killing the middlemen. There is also the development of mp3: the compression software that shrinks audio files to less than a tenth of their original file size. There is also free software to convert your music format. The root of the problem for recording companies is tht they sell music in physical form whereas mp3 distribute music in nonphysical form. The rise of illegal recording.

THE FUTURE OF SOUND RECORDING

Users now can make their own CDs from the mp3

files. And now they can even exchange and share their music from one and anothers hard drives. Mp3 now had become the technology of choice among digital audio fans. The birth of P2P (peer to peer)

PREPARING FOR THE FUTURE

Media professionals of the future will need to be

prepared for the multimedia world. They will need to be familiar with the digital technologies available to consumers. Creativity and good communication skills will be even more important in the media future. Hundreds of channels in the home will result in a huge demand for programming of all kinds. Consumers will have easy access to news, entertainment programs, and a wealth of information services. The challenge for future media professionals will be to create, market and deliver content to meet

ASSIGNMENTS
ASSIGNMENT 1 (ARTICLES AND FILING)

Next week: make sure you bring an article related

to technology in audio or visual industries. ASSIGNMENT 2 (blog) Dateline: weekend: write 2 posts 1. The first post introduce yourself as much as you can and discuss or provide an opinion on media and technology. (any kind of opinion) 2. The second post, in group, find anything newsworthy, take picture of it, and write an article about it. Ex: accident, pollution etc.