The Future of Mass Media Programming - Term Paper Example

? Future of Mass Media Programming Future of mass media programming Introduction Mass media is an industry that has presented a tremendous growth in the recent past. It involves all forms of media that intend to spread information to a large and geographically distributed audience. Several forms of media exist, which spread information, such as the broadcast and print Medias. Broadcast form of media transmits information electronically and consists of radio, movies, compact disks, television, and many others. Print form of media uses physical and tangible printed objects in spreading information such as books, magazines, newspapers, and brochures. All those organizations that undertake controlling of technology are known as mass media. They include publishing firms and companies, and television stations (Paxson, 2010). However, mass media programming is one of the revolving sectors due to the advancing technology. As such, this paper will give a detailed analysis of the speculated future of mass media programming. Internet is worth being a media of mass communication because it provides media services such as television, internet blogging, emails, and websites. It reaches the largest audience all over the world. An example of outdoor form of mass media consists of skywriting, billboards, and signs. The future of the mass media programming will comprise of a highly integrated single electronic system that will have the ability to output high quality audio, video, and printed materials. In this case, everything will be obtained electronically, including newspapers, movies, videos. Everything is going digital, and in the future, it seems there will be more smart media devices, which will be controlled using voices. In ten years time, media landscape will be far much change whereby print and broadcast forms of media will be accessible via the internet. Broadcast form of content will be replaced by streaming content. Many people will have large OLED screens connected to the internet. Large audience will be in a position to watch or view television at the same time globally. Many media institutions will use time based networks. Printed physical materials such as books and newspapers will not be competent as compared to those that are accessible online. Eventually, publishing companies will have to collaborate with the internet to provide their information on time. In this situation, the media companies will have to give the best quality of information since competition will be very high and profits will mainly depend on the value of information delivered and the number of the audience who find the information valuable (Daud, 2008). Actually, there will be one main channel of information distribution, and it will only require one device that has access to the internet. Everything will be accessible in there, and this will force media companies to change their production strategies. Application of blogging will help the forms of media to persuade the audience to access information. All media companies and institutions will have to start a marketing strategy that will help in reaching a big audience. A global media policy must be established to protect media companies from hackers and a mode in which the companies will make a profit. Print media will have to make their products available online for easy access and selling. Bookstores will be having very few books on the shelves. The customer request for a book and it is printed and bind at that moment. However, it will be important to avail all books and other print resources in the internet, to ensure that there is easy access by the customers. Therefore, all publishing companies will have to provide all of their books online. Electronic books will be the best selling and maximize profits of the author and the publishing companies. Another strategy of availing the books to the readers is through the creation of audio books. Many people have a problem reading a book online because of different commitments, but they can listen to audio books while traveling, exercising and during leisure time. Eventually, print media will be more effective and profitable if delivered through the internet. Publishing institutions and companies will have a task of interpreting their materials into different languages. This will assist in acquiring a big audience globally since most people speak different official languages. By doing so, the materials will acquire more traffic in the internet, and this will be a good marketing strategy (Collins & Murroni, 1996) Broadcast media form of mass media communication will have a hectic time in programming. Technology will have advanced to a level whereby people will be using handsets to view different television stations and other forms of broadcast media. There will be a need for companies to invent new software that will be accessible to handsets such as phones and computers. By then, the companies must be in a position to identify when viewers watch, play games, and watch movies. However, one of the vital factor to identify will be the devices that people will be using will be more advanced. Therefore, broadcasting stations will have to make a provision of having the Medias available everywhere in the world. A measure for the completeness of the contents will apply because competition will be very high. A lot of innovation will be involved in programming to authenticate viewers so that they can view whatever they want at any time and using any device. Movies producing companies will have to collaborate with the internet to ensure that there will be easy access of the movies online. By doing so, the audience will increase since consumers will have easy access of the movies on their electronic devices in the internet. However, the companies will have to protect their products and make selling and purchases easy online. However, the companies will have to ensure that the movies can play in any device such as phones, computers, tablets and other forms of electronic devices. Therefore, the companies will have to ensure that the software used will be compatible to many devices, and easy downloading will be effective in acquiring the movies. The same case will apply to video games and films companies. For the television stations, programmers will have a difficult task in broadcasting of information because they have to avail the information globally. However, some television stations will close down due to competition from the global televisions stations (Creeber & Martin, 2009). Some stations will have to start programming in different official languages. This will involve lots of translation, which will be more costly. However, using digital televisions will remain because it is hard to market a local event of a country. Therefore, there will be need to introduce programs for learners of different languages a television station uses. Television and radio stations will either go digital for live broadcasting globally or record their programs and update them in the internet or social media sites. This will be hectic and costly for the stations. However, some of the programs will attract more viewers like news and other live events taking place in a certain country. This new mode of digitization will improve and establish a new forum whereby people will participate in television and radio debates online due to the provision of high technology devices that people will own (Rosenstiel, 2005). Televisions will go public because the audience will have a chance to contribute and debate. Therefore, at the end of it all, all the media companies will have a duty to establish new techniques of applying social media as a way of marketing the contents and spreading information (McCauley, 2003). Print and broadcast media will have to deliver the best quality of information to the targeted audience. In order to attract more audience, media companies will have ensured that they deliver planned and up to date information. However, the products must be compatible to the then technological electronic devices since persons will have an individualized mode of getting information. Since most of the media companies will use different software, there will be need to license the buyers of the software and ensure that the software is highly protected. Future programming in mass media communication will be dependant on the technology used in production of different electronic devices. There will be one centralized mode of delivering information. Since internet, accessing devices will be far much developed to a higher level, and everyone will have access. Media companies will have a duty to come up with better software to use in different devices (Domingo & Heinone, 2008). Printing companies will no longer have their products in the form of hardcopy but in softcopies form. Media companies will become global companies since they will deliver information and contents to the global market. Depending with the level of competitiveness, a media will get its profits. Conclusion The future of mass media programming will be more dedicated to internet and technology. People will have a chance to debate and contribute in television debates and radio debates. Print media programming will not change much, but it will focus on producing high quality books, magazines and other print materials. Publishing companies will have to avail all the materials online and ensure that they have proper protection. Online purchases and delivery will reduce the cost of selling and distribution. However, good policies must be set to protect the media industry from exploitation by other people. Spread and enhancement of digital technology will ensure that information spreads to a bigger audience. Therefore, mass media programming will be digital and internet applied to ensure that people access to information on time at any place on any gadget. The level and standards of information will be high since the information will be available to many people globally. Therefore, future programming of mass media will be reliable and educative. Programming will be a bit complex and will use highly protected software to ensure availability of crucial information to the consumers (Neuman, 1991). References Collins, R. & Murroni, C. (1996). New media, New Policies: Media and Communications Strategy for the Future. Cambridge: Blackwell Publishers Inc. Creeber, G. & Martin, R. (2009). Digital Cultures: Understanding New Media. Berkshire, England: McGraw-Hill. Daud, N. M. (2008). “Trends & Future of the Malaysian Mass Media.” A Series of Lectures on Trends & Future of the Malaysian Mass Media, presented at Dewan Tunku Canselor, University of Malaya Kuala Lumpur. Domingo, D. & Heinone, A. (2008). Weblogs and Journalism: A Typology to Explore the Blurring Boundaries. Nordicom Review, 29 (1), 3-15. Mansell, R. & Raboy, M. (2011). The Handbook of Global Media and Communication Policy. New Jersey, NJ: John Wiley & Sons, Inc. McCauley, P. M. (2003). Public Broadcasting and the Public Interest. New York, NY: M.E. Sharpe, Inc. Neuman, R. (1991). The Future of Mass audience. New York: Cambridge University Press. Paxson, P. (2010). Mass Communications and Media Studies: An introduction. New York, NY: Contnuum International Publishing Group. Rosenstiel, T. (2005). Political Polling and the New Media Culture: A Case of more being Less. Public Opinion Quarterly, 6(9), 698-715. 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