MEDIA MAGAZINE

Technology and Creatviity

Curse or cure

- Elinor Black evaluates the way new technologies have transformed the media industry
- People in the creative industry are the first to adopt and firs to discard
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Convergence
- The convergence in the telecommunications IT and Media into the common digital format
- meant that different types of content have been aggregated into one multiple media product or service.
- BBC website exemplifies the way the printed text word (allbeit) online can be used to enhance the moving image text.

Evolving technologies
- Changes in audience and consumption

How have audiences in technology brought about change in the audience trends?

- Upon the release of soaps , people were restricted to when and how they could watch their soaps on TV
- The family would need to be together at the same time to watch their soaps as their was only one viewing opportunity
- Due to technological and media development, this began to change

- Not only did the number of channels increase, offering chances for repeat scheduling, the number of televisions in the home increased
- Family members could watch soaps at different times and in different rooms
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Going Online -

- Consumption was steadily changing and this was spurred on by further technological development such as online media
- The internet offered a new platform for television to reach their audiences
- This happened through the launch of media services such as BBC iPlayer in 2007
- Audiences no longer need to be at home to consume their favorite shows
- by 2009, BBC iPlayer was extremely sucessful with 5 million streams per week
- 86% of streams or requests came from desktop users
- Although new technologies have increased audience choice and enabled channels to reach wider audiences, it can be argued that programmes such as EastEnders have lost the ability to bring the family together


The impact of convergence
- Over recent years, media development has been rapid and convergence has become the centre of modern life
- With products such as the iPhone offering multiple devices in one, the audience have come to expect ease and accessibility
- Modern audiences are used to having all their desired technology at their finger tips in one product and this has greatly affected audience consumption#
- Audience demand has been met
- Now we not only choose when but also where to consume our entertainment , this has been made possible through portability which has been argued as the most important advance in technology
over recent years
- This is because consumers can have a phone, camera, television, and internet connection all in their pocket