The Future of Emerging Digital Media and Its Impact on Marketing
Innovation in information technologies has thrust humankind into an era of democratic media in which almost everyone can have immediate access to news and information, and become creators and contributors in the journalistic enterprise. As a result, news now moves in unconventional ways with unpredictable consequences.
In the dawn of Web 2.0, viral marketing is presenting a new medium for brand exposure and a new definition of marketing. Recent advancements in technology in general are driving and facilitating changes in consumer/business behavior; RSS is simply one manifestation of that.
The shift from Web 1.0 to Web 2.0 and corresponding availability of new applications such as blogging, podcasting, wikis, RSS, microsites, etc. is emerging.
All of these technologies are experiencing phenomenal growth. There have already been 5 million podcasts in 2005, which is up 500 percent vs. 2004 . Flickr currently has 19.5 million photos online - an 80 percent increase over June of 2005. Wikipedia is now "hit wise" the number one reference site on the Web.
They all map to the "whatever, whenever" model: customers want - and expect - personalized, culturally appropriate information at their finger tips at any time.
The strategic environment in the current years has been the decline of broadcasting models and the rise of narrowcasting models. With the advent of cable television, catering to small group's specialized audiences have emerged from seasoned networks like wild life, 24 hour news channels, and home shopping channels. The TV industry is frantically trying to figure out how to combine broadcasts, internet movies and home videos all into one package. T...
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...ing way to Web 3.0. The effort is in its infancy, and the very idea has given rise to skeptics who have called it an unobtainable vision. But the underlying technologies are rapidly gaining adherents, at big companies like I.B.M. and Google as well as small ones. Their projects often center on simple, practical uses, from producing vacation recommendations to predicting the next hit song.
The future of media and entertainment is increasingly uncertain as the methods by which content is created, distributed, monetized and consumed are changing before our eyes. Over the next decade, powerful and disruptive forces, including the ubiquity of broadband Internet connectivity, novel technologies and devices that empower consumers with content control and portability, and the digitization of content and entertainment will forever change the media and entertainment landscape.
In the field of low-cost and globally-ambitious Internet subscription services, there are mainly four big competitors, Netflix, Hulu, Amazon, and HBO. In order to win as much of consumers’ time and spending as possible, each of them have different strategies to compete with each other. HBO is an original content firm getting into the Internet subscription business with HBO Go (Moskowitz, 2015). Netflix, Hulu, and Amazon are internet firms with mostly licensed content, all planning their strategy of producing original content.
Over the centuries, the media has played a significant role in the shaping of societies across the globe. This is especially true of developed nations where media access is readily available to the average citizen. The media has contributed to the creation of ideologies and ideals within a society. The media has such an effect on social life, that a simple as a news story has the power to shake a nation. Because of this, governments around the world have made it their duty to be active in the regulation and control of media access in their countries. The media however, has quickly become dominated by major mega companies who own numerous television, radio and movie companies both nationally and internationally. The aim of these companies is to generate revenue and in order to do this they create and air shows that cater to popular demand. In doing so, they sometimes compromise on the quality of their content. This is where public broadcasters come into perspective.
The transition from Web 1.0 to Web 2.0 ushered in major paradigms shifts in the software industry. Software evolved from being a licensed product to being a subscribed web service. Development efforts slid from the tight control of specialists, for example systems analysts and programmers, towards a collaborative project between end users and technology experts. Learners are now required to teach themselves and teachers are there to facilitate the learning process. The dissemination of knowledge and wisdom would gravitate away from the puritanical filters of rigorous scholastic scrutiny towards a mashed-up crowd sourced assembly such as Wikipedia. Personal websites would now encompass a social networki...
The application of digital technologies in the early 1990s is varying television further still with a supplementary element. Where television was formerly a discrete industry sector with its own set of regulatory principles, technological potential of digital content creation and delivery are bringing it nearer to other forms of communication content and to the computing and telecommunications sectors. As result of this convergence in communication, regulation and policy have become so intricate that deregulation has led to the establishment of transnational communications companies active in all different levels within the broadcasting and across similar sectors. Where the power of television once exists in with small group of broadcasters has now transferred to...
Consumer entertainment is in the middle of two radical transitions -- the shift from analog to digital, and the shift from physical media to Internet distribution. The shift to digital is nearly complete, but the shift to Internet distribution is still far from over. The first content to make both transitions was music. Though there is still substantial physical distribution of music on CD's, Internet distribution through services such as Apple iTunes is rapidly eclipsing CD sales. Video is now largely digital, but has been slower to make the transition to Internet distribution. There are technical reasons, such as multi-gigabyte file sizes, and multi-hour download times, that contributed to initial delays, but with today's broadband services, and ever cheaper high-capacity hard drives, the real hold-up is now business models. To date, Internet video distribution has followed three basic models: ala-carte pricing in which a fee is charged to rent or buy a show, advertising-funded in which the viewer "pays" for what they watch by watching ads inserted in the program stream, and subscription pricing in which a periodic fee is paid to access a library of content. This paper examines all three, and draws conclusions about which of the three will win in the end.
In order to be successful at an online market, Netflix must have an efficient distribution network that allows fast delivery of DVDs. The future of content delivery is through streaming. According to Netflix CEO Reed Hastings, “Over the coming decades and across the world, Internet TV will replace linear TV. Apps will replace channels, remote controls will disappear, and screens will proliferate. As Internet TV grows from millions to billions, Netflix, HBO, and ESPN are going to lead the way”. (Hastings 2013)
Streaming video content over the internet continues to grow in popularity with consumers for a variety of reasons, including the widespread availability of high speed internet, attractive video content, easy to use video streaming devices and the rising cost of cable television service. Some consumers use streaming video to enhance or supplement the typical offerings available from their local cable provider. Others take a more extreme approach and use streaming video as a means to eliminate the need for a cable television subscription altogether. Presently consumers cancelling their cable TV subscriptions are still considered a minority of all subscribers; nevertheless their steadily increasing numbers have earned the moniker of “cord cutters.” Those looking to ditch cable TV can also find a growing number of online resources that will ease their transition to cheaper online television viewing.
The findings of this study offer view on multiple sides involving opportunies and challenges for broadcast media companies and digital platform partners to exploit audience participation for the purposes of profit and the strategic expansion to multi-platform formats.
With recent phenomena like blogs and wikis, the web is beginning to develop the kind of collaborative nature that its inventor envisaged from the start. CERN 2008
While people have commented about CI formany years, new communication technologies—mainly the Internet—now allow large numbers of users all over the world to work together in newways. The latest successes of companies like Google and Wikipedia suggest that the time is now got matured formany more such systems, and this session will examine ways to take advantage of those possibilities.
Web 2.0 is a collection of technologies that enable us to create and provide services to end users in innovative ways. It's not only about the technologies which are used but about the new ways that it enables large numbers of people to come together to collaborate, share, and build .
Digital Broadcasting will have a fundamental effect on viewing patterns, popular culture and audience identity.
Without Traditional media, "there might be no material reverberation in the social-media space" (1) , which would force marketers to use alternative methods to cause social buzz. Most of these "social-only" strategies are "unexpectedly expensive" or "very low probability" (1)...
Thirty years ago, if I told you that the primary means of communicating and disseminating information would be a series of interconnected computer networks you would of thought I was watching Star Trek or reading a science fiction novel. In 2010, the future of mass media is upon us today; the Internet. The Internet is and will only grow in the future as the primary means of delivering news, information and entertainment to the vast majority of Americans. Mass media as we know it today will take new shape and form in the next few years with the convergence and migration of three legacy mediums (Television, Radio, Newspaper) into one that is based on the Internet and will replace these mediums forever changing the face of journalism, media and politics. In this paper I will attempt to explain the transition of print media to one of the internet, how the shift to an internet based media environment will impact journalism and mass media, and how this migration will benefit society and forever change the dynamic of news and politics.
Finally, observing the traditional organizations and how they used to associate themselves to the physical forms by which they distributed their products – television broadcasting company, radio broadcasting company, newspaper, book or magazine publisher. Recently, these media firms had to restructure their business in order to be successful in this digital world. Hence, they had to widen their delivery medium rather than limiting it, and be exploiters of content wherever content is available to be exploited.