Interactive Television Nowadays - Essay Example

Television Inserts his/her Inserts November 3, Table of Contents Introduction 3 Television 4 Simultaneous Usage of Media 5 Conclusion 8 Abstract Interactive television (iTV) refers to an umbrella phrase used to in covering the convergence of digital media with television technologies. It is noteworthy that television viewers are shifting from the viewing model referred to as lean back to the more dynamic lean forward model. This paper outlines several sub topics that are pertinent to design principles intended for interactive programming of television. Introduction Interactive television (iTV) also referred to as enhanced television (eTV), is television or video programming incorporating enhanced substance or styles of user interactivity. ITV is an umbrella phrase that covers the convergence of digital media with television technologies. The phrases enhanced television (eTV) and interactive television (iTV) are employed interchangeably. This paper will use the phrase interactive television, or iTV. Notwithstanding the technological advancement witnessed in bandwidth capabilities and the growing accessibility of digital technologies, progress towards extensive acceptance of iTV programming in many countries remains slow (Bolter & Grusin, 2006). According to O’Driscoll, (2008), television is gradually shifting from a passive, broadcast, entertainment, linear viewing experience. It is growing towards becoming a demand driven, infotainment, non- linear, participatory, advertising focused, broadband, two-way communication platform. Television viewers are becoming familiarized with the active (lean forward) model of viewing as an alternative to the conventional passive (lean back) model. The viewers are also developing the practice of processing added information simultaneously through the use of mobile devices or computers while they watch television. Television viewers are beginning to achieve as well as demand increased control over television viewing experiences. Figure 1 presents an overview of the shifting models as television viewers’ move from conventional to interactive television. Assumptions Assumptions of conventional television Assumptions of interactive television Passive viewers Active participants Push models Pull models Advertising driven profits model Commerce driven profits model Broadcast programming models Library programming models Linear programming Participatory programming Device centric Ubiquitous Usage mainly for entertainment Usage includes communications, shopping, education, and social interaction One-way communication platform Two-way communication platform Role of players is understood Role of players fluid and needs significant integration Figure 1Conventional vs. Interactive Television Television According to Swann, (2009), enthusiasm in the industry has expanded and diminished with each market test and scientific advancement in the last decade. The Census Bureau in the U.S noted in 2001, that 98.2% of all households in the U.S had at least one television set. The bureau also noted that the average number of television sets per household as 2.4. The A.C. Nielsen Company noted that average Americans watch approximately four hours of television per day. In 2004, the projections revealed that average adults would watch an approximate seventy days or 1,669 hours of television. While television is regarded as the preferred media option, viewing habits of television viewers are changing rapidly. Numerous television viewers are embracing the usage of other accessible media devices and technologies as they watch television. Simultaneous Usage of Media Studies have shown that the intense and extensive media multitasking identifies the embryonic c or content generation. Television remains the type of media mainly paired with simultaneous use with additional media options. The International Data Corporation (IDC) projected that by the year 2005, seventy nine million households would be facilitated to access the services offered by interactive TV. Along with this development and the convergence of digital technologies, television viewers would gain unparalleled control over their viewing experiences (Swann, 2006). iTV in U.S. vs. Other Countries Standards for iTV interaction and programming are largely vague in the U.S. However, in several European countries, iTV programming is more established, successful, and structured. Many countries have conducted experiments with interactive television to different degrees of accomplishment. These countries include France, South Africa, Spain, Turkey, Greece, Australia, China, Italy and New Zealand. The U.K. is noted as having the most installed interactive television programming accessible today. The BBC is the main media house in the U.K., and it has developed standards that are applicable across systems. It devotes a comprehensive section of its operation to iTV, with details on how iTV programming operates, how to interact with iTV (O’Driscoll, 2008). Applications of iTv The iTv can be used for a myriad of purposes including distance learning, game shows, home shopping, video on demand, internet, voting as well as Tele-banking (Amanda, 2007). As far as distance learning is concerned, individuals can take examinations over this device and obtain useful tips for everyday lives. In certain subjects, particularly art and literature, it is often useful to have a visual image and/or video to better understand the verbal concepts- this advantage is offered by the iTv where students can access interactive material which enhances their learning horizons (Amanda, 2007). The Video on Demand feature offers viewers the convenience of being able to watch a TV show, movie or any television program at any time that is convenient to them( as opposed to the time when the video is broadcast) for a small charge (Roebuck, 2011). Furthermore, the iTv offers the potential of shopping from one’s home whereby individuals can view product catalogues and purchase items with just a small press of the button (Roebuck, 2011). Impact of the iTv on Children The potential drawback of televisions to exploit children’s gullible minds by presenting content including violence and sexual content is likely to be exacerbated by iTvs since they offer access to the internet via the television which can enhance the user’s access to such content 24 hours a day (G., 2009). The problem is compounded as censorship is difficult to achieve with the iTv and parental controls have minimum scope in this technology. Impact on Communication Services available on the internet such as electronic mail, videoconferencing and chat can be accessible through the iTV. The Internet Relay Chat (IRC) is a fundamental feature of the iTv that offers connectivity amongst people of common interests across the globe with discussion forums related to a variety of topics including video games (G., 2009). IRC however, presents its sets of challenges in that it is not so difficult to fake one’s identity and wear a mask on one’s original identity for various intentions. At the same time, the discussion forums may be unsuitable when discussions spill to sensitive political, religious or racial issues. This is further exacerbated by the issue of privacy that is prevalent wherever the internet is. Hence, the so called ‘stalkers’ can trace individual’s personal information and use it for unsuitable purposes (G., 2009). If taken at the shopping level, individuals who shop at home using the iTv could fear losing their valuable credit card details in order to purchase items. Information such as the income level and preferences of the individual maybe easily traced by companies who then start sending ‘spam’ as well as ads via the email. What’s worse is that hackers can access this content and use it to their advantage and can be used later for blackmailing and theft (G., 2009). The Future of iTV Despite the shortcomings of iTv, its future seems to be promising. The iTv has revolutionized the ways in which the conventional TV was used. From merely being used as an output, the TV shall now be capable of being used as both an input and output device. The iTv has also led to the development of the more popular 3D television that has enhanced the audience’s viewing experience tremendously (Jensen & Toscan, 1999). Conventionally the TV required only two of the five human senses; hearing and seeing. However, in future, with the iTv, one can expect to use the remaining three, taste, smell and touch as well (Jensen & Toscan, 1999). Furthermore, the concept of virtual reality means that instead of just reading about various subjects, one can actually experience them through the iTv. Hence, one can be very sure that the future holds a lot of potential for the iTv. For one thing it is believed by many that the personal computer and the iTv shall not merge in the future. One such believer is Bill Gates who claims that the television and the personal computer shall be continued to be used in distinct ways and shall not merge in any way (Jensen & Toscan, 1999). Conclusion To conclude, different platforms present dissimilar affordances for iTv. The functionalities presented by several of these platforms address important features for users of iTv. The users of iTv are becoming increasingly familiarized to and are most likely to demand more in the future, despite of platform. References • Amanda, L. (2007). The Television will be revolutionized. New York: NYU Press. • Bolter, P., & Grusin, R. (2006). Understanding Contemporary Media. Cambridge: MIT Press. • G., G. S. (2009). Media Effects Research: A Basic Overview. Wadsworth Publishing. • Jensen, J. F., & Toscan, C. (1999). Interactive television: TV of the future or the future of TV? Aalborg University Press. • O’Driscoll, G. (2008). The Fundamental Guide to Interactive TV and Digital Set-Top Boxes. Saddle River: Prentice Hall. • Roebuck, K. (2011). Interactive TV: High-Impact Emerging Technology - What You Need to Know. Emereo Pty Limited. • Swann, P. (2006). The Prospect of Interactive Television. New York: TV Books. Further Readings: Webb R. C., (2005). Tele-Visionaries: The People behind the Invention of Television. Retrieved, Nov.3, 2011. 1st Edition. The scientists and engineers who took part in the invention of television never had the slightest clue regarding the amazing affects that it could have on the culture and society. The book offers the readers an inside glimpse of the first development of digital video into a major innovation which has proven it to be the present world’s one of the most powerful inventions. The book uncovers the ancient time when electronics wasn’t introduced and it talks about all the challenges and skills which were applied to invent television. Dr Webb has explained the entire story of television beginning from the crude machine and proceeding to explain it as a most sophisticated invention of the recent times. Lotz Amanda, (2007). The Television will be revolutionized. Retrieved, Nov. 3, 2011. NYU Press. This definitive book has been written as a guideline by Lotz and facilitates its readers with offering a road map to the development and enhancement of the television. The book provides a unique prospect to have an insiders view into a captivating account of innovation and perseverance. It also gives a glimpse of the present and future of television to those people who are interested in knowing about it. William Raymonds, (2003). RC Series Bundle: Television: Technology and Cultural Form. Retrieved, Nov. 4, 2011. Routledge; 3rd edition. The book emphasizes the significance of television in giving a culture and nation its form and shape. William argues that television has offered more chances of developing, expressing and carrying ourselves in a much better and improved manner. Besides this, he also discusses the impacts that this invention can possibly have on the future of this world. Glenn Sparks G., (2009). Media Effects Research: A Basic Overview. Retrieved, Nov.3, 2011. Wadsworth Publishing; 3rd edition. The book Media Effects and Research provides a well-elaborated and well-written introduction for the students and faculty researching upon the likely effects of the prevalence of mass media in the society. The book, through its interesting style, provides the readers a fascinating piece of information on the theories and impacts of media. Holmes Su, (2005). British TV and Film Culture in the 1950s: Coming to a TV near You. Retrieved, Nov. 5, 2011. Intellect Ltd. Holmes, in his book, stresses upon the arousing historic relations between the culture of films and the British television during the year 1950s. He also argues upon the development of the film idea and its impacts on the societies coming ahead. The book forms a vital part of the research by elaborating upon the shows, releases and film fares which contributed greatly towards forming the relations between societies and the developing media. Besides this, it also demonstrates the way cinema and television play their parts in effectively unifying and becoming a unique form of development in the society. Berry, Gordon L., (1997). Research Paradigms, Television, and Social Behavior. Retrieved, Nov, 5, 2011. Sage Publications Inc. The book gives its readers an understanding of the television research in both, the qualitative and quantitative horizons. It analyzes and explains the many paradigms of television research in a systematic manner and places major focus on the merging of the quantitative and qualitative methodologies as a source of proper understanding of development of television. The compilation of information in this book has been done in an engaging as well as straightforward manner. Jib Fowles, (1992). Why Viewers Watch: A Reappraisal of Televisions Effects. Retrieved, Nov. 5, 2011. Sage Publications, Inc. The book Why Viewers Watch has been revised and updated significantly many times. It presents, for its readers, first hand and latest survey data, recent researches, and past studies in order to offer them a different viewpoint on the part played by television in our daily lives. Besides this, the book also concentrates on the manner in which the television provides psychological attention to its viewers. In the book, Fowles terms television as ‘a grandly therapeutic force’ by which he means that this source of digital media proves to be a big medium of relieving tension for the viewers. Thus, the author has attempted his best to elaborate upon the role of television in the lives of consumers and its effects on arts during the period of its invention. Albert Abramson, (2007). The History of Television, 1942 to 2000. Retrieved, Nov. 4, 2011. McFarland; Paperback edition. Albert Abramson has compiled the definitive technical history of television into two volumes. The medium of digital picture obtained remarkable prominence in the mid 1940s when the innovation of picture tubes and camera made the inception of commercial television possible. The second volume of this book elaborates upon the important developments and their effects on the society and culture of those times. The book aims to provide a complete account of the historical development of television along with the contributions to the society and the arts of the historic time period. It also mentions the extent to which the technology and innovation gained importance after these significant developments. Burns, Gary, (1991). Television and the Crisis in the Humanities. Retrieved, Nov. 3, 2011. Journal of Popular Film and Television, vol. 19. Norlin Library, University of Colorado. Television and the Crisis in the Humanities provides an enormous amount of information about television and other media in order to assess its effects on the humanities. According to the writer here, the wonderful invention, television, has become a natural element of the humanities in a way that it is regarded with learning the literature in human culture. Burns, the writer of this article, omits the conventional critiques of the liberal arts education and humanities. He suggests that the curriculum should include media studies and that further research work needs to be conducted to analyze the effects that media can potentially implement on the humanity. Thus, Burns proposed that the media education should be imparted to the students and they should be made aware of the likely effects and impacts that the media might have on culture and humanities in the current and future ages. Read More