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INTRODUCTION CONVERGENCE
AND THE ELECTRONIC MEDIA
MEDIA TECHNOLOGY &
PRACTICES
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INTRODUCTION
Understand this situation
Sunday evening, October 1968. The family is sitting
down after dinner to watch television. There is avariety 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!
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INTRODUCTION
Understand this situation
Sunday evening, October 2000. Dad has justsettled into his chair in the family room to watch
sporting event on pay-per-view. Mom is in theden, reading and listening to digital cable radio.Their teenage daughter is in her room, playingvideo games on an interactive cable channel,
while her brother is doing homework on hislaptop, with MTV on his background, Mom didsome banking transactions through their home
computer and Dad made some purchasesthrough an interactive shopping channel.
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INTRODUCTION
WHAT CAN YOU
CONCLUDE FROMTHESE 2
SITUATIONS?
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THE ELECTRONIC MEDIA
TODAY The business of broadcasting has changed
radically in the past 2 decades
Due to the evolving technology has introducednew competitive environment.
The traditional broadcast station now operates ina marketplace that enables an audience toreceive hundred of programming choicestransmitted from the satellite.
Then if predictions bear out, the telephonecompanies will soon be major providers oftelevision companies will soon be major providersof television information and entertainment diretlyto the home through fibre-optics.
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THE ELECTRONIC MEDIA
TODAY
Using the digital technology that drives thecomputer 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.
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THE ELECTRONIC MEDIA
TODAYAs the unprecedented changes in technology and
competition developed, regulation of theelectronic media seemed confusing and laggeddevelopments.
Regulation is in transition as the newtechnologies and the internet come online.
The media conglomeration is growing andmerging and going through changes of
ownerships. Changes of ownership have brought changes of
network association which have brought intensecompetition.
Some stations will be big winners in the ratingsand others will lose audiences.
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THE ELECTRONIC MEDIA
TODAY Many of the media conglomerates are just
beginning to battle for viewers in the internationalmarketplace.
The Fox Television Network, owned by News
Corp has established international ties and thenthere is Start TV, NBC CNN, MTV and ESPN offerprogramming 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 ofadvertising.
Therefore, as a result television stations need toprovide content that could attract the audience
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THE ELECTRONIC MEDIA
TODAY
DUE TO THIS MATTER WHAT
IS THE EFFECT TOWARDSSOCIETY??
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THE MASS COMMUNICATION
MODEL
Communication is the critical process that holdsour society together.
We all engage in interpersonal communication
every day.
We learnt how to use verbal and nonverbal.
This is the model:
Source
(communicat
or)
encoder decoder
Receiv
er(audie
nce)Channel
(message)
Noise (physical or
semantic)
feedback
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THE MASS COMMUNICATION
MODEL
The mass communication process includes asource, 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
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THE MASS COMMUNICATION
MODEL
Electronic messages are written in shortsentences 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.
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MULTIMEDIA APPLICATIONS Below is the multimedia model
communicationMedia &
Publishing
DEDICATED
PROFESSIONALCreative design
Production
Visualization
BUSINESS USER
PresentationsCommunications
Management
training
EDUCATIONAL
USERInstruction
Management
presentations
HOMECOMPUTERUSER
EntertainmentInstruction
Information
communication
CONSUMERAPPLIANCEUSER
Entertainment
Instruction
Information
communication
COMPUTERS
Consumerelectronics
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THE CONVERGENCE
Cable channel produces six-show lineupexclusively 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 ofclassic and current shows and movies from all the
major broadcast and cable channels.
Apple sells music videos, and music
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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 withthe camera.
And also able to broadcast themselves and
photos by using their phones.
The birth of wi-fi where people could get access
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THE CONVERGENCE
This is what we called convergence.
Started of with :
DIGITIZATION
REPRESENTINGALL FORMS OFCOMMUNICATION
HIGH SPEEDCONNECTIVITY
NETWORKSBECOMINGFASTER ANDPERVASIVEWIRED ANDWIRELESS
ADVANCETECHNOLOGY
ENDLESSADVANCETECHNOLOGYWITH SPEED,POWER ANDIMPROEMENTS
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THE CONVERGENCE
THE GROWTH OFDIGITAL LAYOUT,2000-2010
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THE CONVERGENCE TELEPHONE & TELEVISION
Among the oldest communications businesses inthe United States are the telephone companies.
Traditional common carriers like phone
companies, which have been regulated by the
federal government as monopolies, are evolvinginto 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.
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THE CONVERGENCE TELEPHONE & TELEVISION
This represents a drastic changes in theseparation 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 ofcompeting or merging with regional telephone
companies.
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THE CONVERGENCE TELEPHONE & TELEVISION
WHAT DO YOU THINK WILLHAPPEN TO THE FUTURE OF
BROADCAST STATIONS AND CABLESYSTEMS?
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THE CONVERGENCE TELEPHONE & TELEVISION
They need to adapt to the evolving media
marketplace and compete (tv programs)
They need to consider a variety of deliverysystems to the home.
What about local television stations?
People will be needing local stations for local
news and public affairs.
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THE CONVERGENCE TELEPHONE & TELEVISION
Historically, broadcast stations have made profitfrom 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 additionalprograms.
2. Selling local programming serve as content
provider
These programs will be delivered by the
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CONVERGENCE RADIO &
SOUND
Emerging and changing technologies haveaffected the production and distribution aspects of
both radio and sound recording.
the birth of radio networkone network can
provide different services and also programsyndications.
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
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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 commercial-
free and offering varieties of music channels.
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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.
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DIGITAL TECHNOLOGY -
SOUND
Recording and radio industries changed fromanalog 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 intomillisecond 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
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DIGITAL TECHNOLOGY -
SOUND
Numerous sites exist at which consumers canbuy recorded music.
Artist themselves use the internet to promote
themselves.
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THE FUTURE OF SOUND
RECORDING.
The direct to fans model of production, promotionand 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 companiesis tht they sell music in physical form whereas
mp3 distribute music in nonphysical form.
The rise of illegal recording.
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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 choiceamong digital audio fans.
The birth of P2P (peer to peer)
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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 evenmore 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
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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.