Media Technology and Society - Essay Example

Internet is not only well developed nowadays, but also starts to press its elder media brothers from their leading places. For example, Internet has already outperformed radio; according to NetImperative.com "in 2004 online ad spend hit 653.3m, 60% higher than 2003's 407.8m, taking its share of the total ad market to 3.9% for the year, and overtaking radio which was managed 3.8% last year" (Butcher 2005). Could it be possible, that Internet will next overtake the central place in the living-room currently occupied by TV To answer this question we must look in relations between TV and Internet technologies. This essay discusses the Internet TV technology and the social impact it might bring. The first part deals with setting up a framework for the research. Then prerequisites, which have made Internet TV technology real from a scientists' sketches, are analysed. Further on the essay devotes to analysing opportunities that are currently available to Internet TV. In conclusion future possible outcomes of Internet TV and related HDTV and ITV technologies are outlined. Framework The technological development seems to be inevitable. It is within human's nature to strive for more effective management of resources at its disposal. That requires us to answer questions, such as: what do we need to improve, what resources do we have and finally what we must do to achieve the desirable result Such assumption leads us to the first considerable attribute of technological development: linearity. "The time of technological progress is always felt as linear and fundamentally irreversible.... [T]echnological evolution is perceived as unflinching progress toward a state of control over nature" (Doane 1990). Thus, developing a new solution requires following a certain guideline. It starts with defining needs and goals and continues with trials to determine what technology can be used to achieve them. "In a rational economic world, goals and means are not only separated, but also defined in a stepwise process. It's a world where we first need and then develop the needed solution - how could it be anything else" (Hakansson and Waluszewski 2002) In the following case of Internet TV it is stated that need for more interactive television with better quality of broadcasting was firstly applied to traditional media channels, but then Internet was chosen as more effective technology. What caused such a change The effectiveness means that current technology answers the given requirements better. But who gives these requirements And is it only a matter of technical feasibility to implement brand new approach to the old problem Instead of seeing various technologies as spin-offs of scientific discoveries or as the handmaidens to scientific investigations, whatever that may mean, I propose to cast scientific changes as a result of the mutual interactions among scientists working with specific sets of ideas and the various technologies they use and rely on to make those ideas comprehensible and testable in a social context. (Pitt 2000) Thus the development is determined not only by technical factors. History knows lots of technically effective solutions were rejected through other reasons. Most of them could be summarised into two groups: economic and social, or cultural. The first one implies that, even if a new technology solves the current problem more effectively it still can be unused because of negative economic impact. Paraphrasing in the context of this essay, Internet TV technology has met a serious opponent in the face of traditional TV advertising industry. Cultural factor is more indirect than the previous one. "Culture plays no significant role in shaping the history of technological development but can only motivate or obstruct progress along a fixed track" (Feenberg 2002). That is, the society must be ready for the change. It is extremely important for the technology to be urgent not only from the problematic side, but also from the side of social readiness. He, who wants to implement a new technology, "must estimate to best advantage that day when producers will be physically equipped and when consumers will be sufficiently stimulated to adopt an invention in such numerical degree as to exert social effect" (Ogburn et al 1941). Resuming, the technology must developed 'in time'. Prerequisites for Development Using Internet as a video channel was only a matter of time and technology. As soon as technology has made it available Internet began winning a match against TV on its own field. The first sign for feasibility of Internet TV development was bandwidth increase. Web spider was stretching its net over the world and at the same time increased its strength in places already taken. Statistics by Dr. Lawrence Roberts, one of the fathers of the Internet, shows that "traffic has been doubling every six months on average or in other words, growing by four times annually. This is an even faster rate of traffic growth than in 1997, spurred by mainstream interest in the web." (Caspian Networks 2001). It is as simple as that: people are spending much more time on the Net today than in the past. Stanford Institute for Quantitative Study of Society (SIQSS) has outlined the following trends in further dipping in virtuality: people lose contact with their social environment; they turn their back on traditional media (e.g. you can't surf web and watch TV at the same); amount of time working at home has increased while shopping in stores has decreased (SIQSS 2000). Technological changes stimulated shift from educational to entertainment accents made on the Internet. Graphics, animation and multi-media with increasing quality have made it possible to compete visual stream provided by TV. Along with interactivity Internet video offered much more fun than traditional TV. This shift to entertainment has become visible on the example of Olympic Games 2000 in Sydney. During the Games, Axient Communications will produce and provide up to 20 minutes of highlights of Olympic video and audio daily via NBCOlympics.com, including up to 10 minutes of Olympic competition seen on NBC's coverage of the Olympic Games during the prior day's broadcasts. (eSports 2000) For the first time Internet was considered to be a key source of information equaling TV. The forefathers of Internet video may be considered video conferencing technology and HDTV. The first dates back to 1956 when AT&T has built the first Picturephone test system. In 1991 IBM and PictureTel have demonstrated the successful implementation of video conferencing technology on PC for the first time. The same year in September the first video/audio conference was held at DARTnet. From that time a rapid development can be observed on the example of CU-SeeMe, a successful Internet video service announced in 1994. It was frequently used in earlier stages of Internet development; there was even PhD defense over CU-SeeMe in 1995 (Ruscher 1995). The second technology that stands behind Internet video is HDTV (High Definition Television). It seems innovative even now, though it was developed since 1970s, when Japan public television network NHK initiated a project to design a new standard in television. The first version was analog, but later on it became pure digital. HDTV development was hindered by bandwidth lower than required (Hearthstone Communications 2005). As the time passed the new standard became available at first through TV cable networks and later through Internet. Opportunities for Internet TV The opportunity for merging Internet and Digital TV technologies becomes almost 100%-successful after the analysis of technological, social, and economic factors supporting it. The technology is ready for migration. Technically, Internet offers a much friendlier environment for broadcasting. First of all it removes a problem of incompatibility between these two media. "From an Internet application it could be referred to contents delivered within a Digital TV service. From a Digital TV application it could be referred to Internet contents, e.g. providing additional information on issues of the ongoing television program" (van der Meer 1996). Then Internet provides TV services to people preferring mobility. Currently, the Chinese Shanghai Media Group (SMG), the second largest TV group after CCTV is cooperating with Mobile, the largest mobile telecom operator in the world, to broadcast TV programmes to mobile phone subscribers. "Phone users can watch programmes from SMG TV channels, including TV series, business, sports and entertainment news" (Baija 2004). with ever increasing use of wireless technologies this brings one more advantage to Internet-based digital broadcasting over the standard TV. Finally, an Internet server can store almost unlimited amount of TV programmes, unlike satellite or cable TV. "With a Broadband connection attached to his television, the viewer could download those shows with a few clicks of the remote With Internet TV, television will go from being a convenience store to a giant supermarket" (Swann 2004). Given the ability to download every TV show from an archive, people will definitely choose Internet as their next TV service provider. Meanwhile technical advantages are not the only ones. There are economical indicators showing that Internet merge with TV will bring new sources of income. There was a very strong cultural veto against the advertising on the Internet: only demand-side advertising was allowed. "It was a type of advertising that did not create needs where there were none, but acknowledged needs when they existed. Today, the ban on Internet advertising is gone" (Verzola 2000). Internet advertising not only shows promise but also steals up to TV advertising numbers. Social acceptance and approval of the Internet as the main informational source is also achieved already: Asked, "If you could only use two media in your life, which two would you use", over 50 percent (50.5 percent) of 18-24 year-olds chose the Internet as their favorite choice. Just 28.5 percent in that age group chose TV. 43.6 percent of 25-34 year-olds and 42.8 percent of 35-54 year-olds also chose the Internet. TV moved to be the general second choice. (Evans 2004) Finally, Internet provides opportunity for small local media companies. With further increase of the information variety available users tend to choose more local sources and related to their lives. "The expanded offering in local content will have a positive effect on the coherence of the local community, integrating the social/racial/economic strata and leading to a more rooted and less alienated feeling for the citizen of the third millennium." (Sala 1996). Therefore local content orientation also seems useful for Internet TV. Future predictions The next year will definitely come under the sign of HDTV. Current trends show that this technology is in the place of the highest interest for every TV company. The research of Convergence Group held in Canada, has showed that there are "about 1.2 million HD-compatible TVs (although only about 180,000 are actually used to receive HD programming) The number of HD sets will grow to 3.1 million by 2006, and those receiving HD signals will increase four-fold by then" (Blackwell 2004). Thus, the battle for the customer is only about to begin. From TV shows and films it will move to more urgent programmes (e.g. news). Meanwhile, merger of Internet and TV will bring new electronic devices, such as digital TV-boxes from TiVo or BT. Here is an example of such a device, which appears to be a TV set with anumber of Internet services: "BT Freeview Plus" will provide customers with digital TV through a conventional TV aerial and video-on-demand through a broadband Internet connection. The box will cost a bit more than the standard Freeview box, however customers will be able to pay to download films and programmes via their BT broadband Internet connection. BT Freeview Plus is due to launch in summer 2005. (uSwitch.com 2005) Obviously, casual PCs will not be a suitable platform for Internet TV. Another media that will be supported by Internet TV and may become popular is an Interactive TV. Last time it was implemented it became a failure, generally because of passiveness of the casual TV watcher. However this time Internet TV itself means a high degree of interactivity. Therefore users will be ready for interaction. "Most of the ITV world has grown up over the last few years New features [are designed] for TV viewer rather than PC user media will likely put ITV back on the map, which should pique some consumer interest" (Swann 2004). Alternatively, there is a point of view (poorly supported, though) that Internet TV will not be new to users. "Trouble is, no one is sure yet what Internet TV should be, whether it will have much worth watching or what people might be willing to pay to see that isn't already on television" (Walker 2005). Based on this premise, some analysts think of Internet TV as of one more market hype. Works Cited: Baija, L. "Internet TV brings opportunity". ChinaDaily. com. Published on June 16, 2004. Accessed on May 13, 2005 from http://www.chinadaily.com.cn/english/doc/2004-06/16/content_339945.htm Blakwell, R. "HDTV's Future Getting in Focus". TheGlobeandMail.com. Published on December 6, 2004. Accessed on May 13, 2005 from http://www.friends.ca/News/Friends_News/archives/articles12060402.asp Butcher, M. "Goodbye Radio" NetImperative.com. Published on April 5, 2005. Accessed on May 13, 2005 from http://www.netimperative.com/2005/04/05/online_ads_radio/view Caspian Networks. "Internet Still Growing Dramatically Says Internet Founder". Caspian.com. Press release published on August 15, 2001. Accessed on May 13, 2005 from http://www.caspian.com/page.aspintNodeID=92&intPageID=88 Doane M. "Information, Crisis, Catastrophe." In Logics of Television: Essays in Cultural Criticism, ed. Patricia Mellencamp, 222-239. Bloomington: Indiana University Press, 1990. eSports. "New Sites And Site Features". Sbrnet.com. Published on August 7, 2000. Accessed on May 13, 2005 from http://www.sbrnet.com/PreviewSamples/esports_repor_Sample_Issuet.htm Evans, J. "Report: Internet surpasses TV as media choice". Macworld.co.uk. Published on September 24, 2004. Accessed on May 13, 2005 from http://www.itworld.com/Tech/2987/040924mediachoice Feenberg, A. Critical Theory of Technology. London: Routledge, 2002. Hakansson, H. Waluszewski, A. Managing Technological Development. London: Routledge, 2002. Hearthstone Communications. "HDTV History". Repair-home.com, 2005. Accessed on May 13, 2005 from http://www.repair-home.com/HDTV_History.html Meer, J., van der. "Opportunities for migration of Internet and Digital TV applications." W3.org, Report from the RTMW'96. Accessed on May 13, 2005 from http://www.w3.org/AudioVideo/9610_Workshop/paper27/paper27.html Ogburn, W. Rosen, L. McKee Rosen, S. Technology and Society: The Influence of Machines in the United States. New York: The Macmillan Company, 1941 Pitt, J. Thinking about Technology: Foundations of the Philosophy of Technology. New York: Seven Bridges Press, 2000. Rusher, P. "PhD defense over CU-SeeMe". Geektimes.com. Published on June 26, 1995. Accessed on May 13, 2005 from http://www.geektimes.com/michael/CU-SeeMe/internetTVwithCUSeeMe/chapter08/culture.html Sala, L. "The Internet and the Social Impact of Local Media". Isoc.org. INET'96 Procceding. Accessed on May 13, 2005 from http://www.isoc.org/inet96/proceedings/e7/e7_3.htm SIQSS. "The Internet Study: More Detail". Stanford.edu. Published on February 25, 2000. Accessed on May 13, 2005 from http://www.stanford.edu/group/siqss/Press_Release/press_detail.html Swann, P. "Internet TV: The Next Big Thing". TVPredictions.com. Published on November 18, 2004. Accessed on May 13, 2005 from http://www.tvpredictions.com/internettv111804.html Swann, P. "A New Beginning for Interactive TV". TVPredictions.com. Published on December 15, 2004. Accessed on May 13, 2005 from http://www.tvpredictions.com/interactivetv121504.html uSwitch.com. "Digital Broadband Internet TV Impartial Review." 2005. Accessed on May 13, 2005 from http://www.uswitch.com/digital-tv/help/guide/internet-tv.asp Verzola, R. "The Internet: A Second Opinion". Bytesforall.org, Iss. 5, March/April 2000. Accessed on May 13, 2005 from http://www.bytesforall.org/5TH/second.htm Walker, L. "Internet TV Age Is Dawning, but Who Will Watch" Washingtonpost.com. Published on April 28, 2005. Accessed on May 13, 2005 from http://www.washingtonpost.com/wp-dyn/content/article/2005/04/27/AR2005042701898.html Read More