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- Audiences in the digital media
Digitalisation of television and the increase in other forms of digital entertainment has divided the audience into smaller niche groups.
Only a very few programmes appeal to mass mainstream audience, for example sports programming and entertainment shows like Strictly Come Dancing and The X Factor regularly attract audiences of over 10 million, but most programming now relies on a much smaller audience
Digitalisation has also created technological advances that allows audiences to construct different types of relationships with media products and producers
Only a very few programmes appeal to mass mainstream audience, for example sports programming and entertainment shows like Strictly Come Dancing and The X Factor regularly attract audiences of over 10 million, but most programming now relies on a much smaller audience
Digitalisation has also created technological advances that allows audiences to construct different types of relationships with media products and producers
Computer Generated Imagery and animation has transformed the look of feature films and digital cameras have put
film making into the hands of amateurs (who can distribute and exhibit to a global audience on services such as
YouTube).
DVD box sets and access to streaming video have encouraged television drama to use longer, more complex
narratives. It is now common place for stories to have arcs that extend over 12 or 24 hours and, in some cases over
5 or 6 (or even more) seasons.
5 or 6 (or even more) seasons.
Audiences are now likely to have ‘marathon’ viewings of multiple episodes of their favourite extended drama.
Live TV viewing and attendance at cinemas is in decline
Social networking has replaced institutional based media for some whilst others access media products in alternative ways, such as streaming on-line, downloading or DVD/ Blu-ray. iPlayer allows BBC television programmes to be downloaded to a mobile device which can then be viewed anywhere and at any tim
Viewers are no longer tied to schedules or locations.
Viewers are no longer tied to schedules or locations.
In addition, digital media has allowed audiences to have a more proactive relationship with institutions and they can be seen to be much more active than in the past. Audiences can be seen to have more of an impact on production and can even be part of the production process themselves. Some see this as a positive move that reduces the amount of power held by institutions.
NETFLIX -
Netflix, Inc. is an American based company providing on-demand Internet streaming media to North and South America, Scandinavia, the Caribbean and UK & Ireland
They were not launched in the UK as a service until 2012, although awareness of the brand grew as a result of their success in streaming original programming and support of independent film distribution.
They describe their institution as “the world’s leading internet television network” and much of their development has impacted audience consumption of television.
Netflix is available across a range of devices, including smartphones, tablets, gaming consoles, and internet enabled television. This is an example of technological convergence, where two or more technologies combine in one new device/ platform/ application. For Netflix, technological convergence offers greater audience pleasures through increased accessibility and user convenience.
Netflix requires users to subscribe to the service via the company website. The user pays a monthly fee, and can then stream unlimited films and TV programmes instantly.
Netflix offer the streaming across a range of devices, including TVs and tablets. Netflix also allows users to log into multiple devices, meaning that login details can be shared within family or friendship groups
The streaming market is increasingly competitive, as the technologies used to stream VoD become ubiquitous within society. DVD rental shops have lost their market share, with many going into administration (Blockbusters being a notable recent case).
Alongside Netflix, users have various options including LOVEFilm, Amazon Instant Streaming, NOW TV (Sky TV’s offering), as well as the more independent Mubu and Curzon On Demand. Netflix seeks to maintain its popularity with subscribers through increased personalisation.
According to Todd Yellin, Netflix’s vice president of product innovation, 75-80% of what users watch on Netflix comes from recommendations, as opposed to searched programmes.
Offering audiences the increased personalisation offers the gratifications of personal identity and social interaction (Blumler & Katz), as users feel that they are able to tailor media schedules to their own tastes, while still participating in a viewing community through the rating and recommendations.
Netflix has also lead the way in developing VoD services through their acquisition of original content for distribution. This began with webisodes of the horror series Splatter (2009) which received mixed reviews for Joe Dante’s direction of Corey Feldman in the lead role of Jonny Splatter.
From this point Netflix took a 3 year break, coming back with the Norwegian-American comedy-drama series, Lilyhammer, and crime series, The Ropes. The altered approach to content proved popular with audiences, and led to Netflix licensing the rights to House of Cards in 2012.
House of Cards, whose entire first season of 13 episodes, premiered on 1 February 2013, is a political episodic drama starring Kevin Spacey, with David Fincher (The Social Network, 2010) directing. The credentials of this partnership enabled Netflix to establish their brand as a leading on-demand television network. The series was exclusively available on Netflix, encouraging audiences to subscribe
he company was established in 1997, and began their DVD-distributions in 1999.
They describe their institution as “the world’s leading internet television network” and much of their development has impacted audience consumption of television.
Netflix is available across a range of devices, including smartphones, tablets, gaming consoles, and internet enabled television. This is an example of technological convergence, where two or more technologies combine in one new device/ platform/ application. For Netflix, technological convergence offers greater audience pleasures through increased accessibility and user convenience.
Netflix requires users to subscribe to the service via the company website. The user pays a monthly fee, and can then stream unlimited films and TV programmes instantly.
Netflix offer the streaming across a range of devices, including TVs and tablets. Netflix also allows users to log into multiple devices, meaning that login details can be shared within family or friendship groups
The streaming market is increasingly competitive, as the technologies used to stream VoD become ubiquitous within society. DVD rental shops have lost their market share, with many going into administration (Blockbusters being a notable recent case).
Alongside Netflix, users have various options including LOVEFilm, Amazon Instant Streaming, NOW TV (Sky TV’s offering), as well as the more independent Mubu and Curzon On Demand. Netflix seeks to maintain its popularity with subscribers through increased personalisation.
According to Todd Yellin, Netflix’s vice president of product innovation, 75-80% of what users watch on Netflix comes from recommendations, as opposed to searched programmes.
Offering audiences the increased personalisation offers the gratifications of personal identity and social interaction (Blumler & Katz), as users feel that they are able to tailor media schedules to their own tastes, while still participating in a viewing community through the rating and recommendations.
Netflix has also lead the way in developing VoD services through their acquisition of original content for distribution. This began with webisodes of the horror series Splatter (2009) which received mixed reviews for Joe Dante’s direction of Corey Feldman in the lead role of Jonny Splatter.
From this point Netflix took a 3 year break, coming back with the Norwegian-American comedy-drama series, Lilyhammer, and crime series, The Ropes. The altered approach to content proved popular with audiences, and led to Netflix licensing the rights to House of Cards in 2012.
House of Cards, whose entire first season of 13 episodes, premiered on 1 February 2013, is a political episodic drama starring Kevin Spacey, with David Fincher (The Social Network, 2010) directing. The credentials of this partnership enabled Netflix to establish their brand as a leading on-demand television network. The series was exclusively available on Netflix, encouraging audiences to subscribe
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