The impact of new/digital media on TV: blog task
Go to our Media Magazine archive and read the article on Netflix and the Cultural Industries(MM63 - page 45). Create a blogpost called 'The impact of new/digital media on TV' and answer the following questions:
1) What does the 'industry' concept in A Level Media Studies refer to?
The industry concept in A Level media refers to the companies that create and distribute media texts, the standard practices of media production, as well as the regulatory and legal frameworks in which the companies operate.
2) What does David Hesmondhalgh argue with regards to how the creative industries have changed since the 1980s?
David Hesmondhalgh argues that there's been a significant shift in cultural production. Some of his main points are covered in his book are:
• Cultural industries have moved closer to the centre of economic action
• There has been an increase in media corporations owning companies in different sectors of the industry
• Globalisation has meant media texts can circulate more easily across borders reducing North American dominance
• Deregulation has reduced public ownership
• Advertising ‘dollars’ have significantly increased as has cross promotion within texts
• Digitisation has allowed the technology sector to compete directly with traditional media companies
• Niche audiences are increasingly targeted.
3) Choose the three most significant points Hesmondhalgh makes regarding the changing cultural industries. Why are these the most significant in your view?
1. There has been an increase in media corporations owning companies in different sectors of the industry
The Alphabet (Google’s parent company) and Facebook have become two of the biggest media companies in the world on the back of advertising revenues.
2. Digitisation has allowed the technology sector to compete directly with traditional media companies
This trend started in the 1980s where media industries began to benefit from synergy around the same time as the governments in the west, because of the decline of manufacturing industries, came to appreciate the economic benefits of having a strong 'cultural' sector (particularly the film, television and music industries).
3. Niche audiences are increasingly targeted
Because they can micro-target niche audiences (another of Hesmondhalgh’s points), advertisers can be confident that their message is getting to their desired audience. At the same time, the global reach of the Internet can maximise their audience.
4) What is technological convergence?
Technological convergence is the growth of home computing and the creation of the World Wide Web which led to its increase. The digitisation of media meant that every media form could be accessed by computer.
5) How are technology companies challenging traditional broadcasters in the TV industry?
In order to address such diverse audiences with the same programmes producers have to take great care to ensure their productions can be understood widely.
6) What budgets will Netflix, Amazon and Apple spend on original programming next year?
Next year Netflix plans to spend $8bn on original material; Amazon’s budget is estimated at $4.5bn. Apple has recently joined the fray with a $1bn spend.
7) How many countries are Netflix and Amazon available in?
Before they used to only be shown in 60 countries but in 2016, Netflix simultaneously launched its service in 130 new countries, bringing its total to 190, and Amazon opened in 200.
8) The global nature of modern television means producers are having to consider international audiences when creating content. What example from Netflix does the article use to explain this?
Going global means they have to pay for the license to broadcast individual shows in different countries so another advantage of creating their own content is that Netflix or Amazon automatically own the copyright for the programmes and don’t have to purchase additional distribution permissions. The example that the article uses to explain is the 'Stranger Things' Netflix tv series.
9) Do you think technology companies such as Google, Facebook and Amazon will increase their interest in the television industry?
Yes, i believe that the companies such as Google, Facebook and Amazon will increase their interest in the tv industry. Netflix has already started to introduce more diverse tv drama dramas that appeal to a wider target audience like the House of Cards, Black Mirror, 3% and many others.
10) How do changes in technology influence the creation of TV dramas such as Capital or Deutschland 83? How?
The rise in new technology has made accessing tv dram platforms easier for consumers so viewers are able to binge watch as they have the series on demand?catch up 24hrs of the day. Tv shows like the foreign language Deutschland 83 get the opportunity to be watched by other international countries due to the platform being available world wide.
1) What does the 'industry' concept in A Level Media Studies refer to?
The industry concept in A Level media refers to the companies that create and distribute media texts, the standard practices of media production, as well as the regulatory and legal frameworks in which the companies operate.
2) What does David Hesmondhalgh argue with regards to how the creative industries have changed since the 1980s?
David Hesmondhalgh argues that there's been a significant shift in cultural production. Some of his main points are covered in his book are:
• Cultural industries have moved closer to the centre of economic action
• There has been an increase in media corporations owning companies in different sectors of the industry
• Globalisation has meant media texts can circulate more easily across borders reducing North American dominance
• Deregulation has reduced public ownership
• Advertising ‘dollars’ have significantly increased as has cross promotion within texts
• Digitisation has allowed the technology sector to compete directly with traditional media companies
• Niche audiences are increasingly targeted.
3) Choose the three most significant points Hesmondhalgh makes regarding the changing cultural industries. Why are these the most significant in your view?
1. There has been an increase in media corporations owning companies in different sectors of the industry
The Alphabet (Google’s parent company) and Facebook have become two of the biggest media companies in the world on the back of advertising revenues.
2. Digitisation has allowed the technology sector to compete directly with traditional media companies
This trend started in the 1980s where media industries began to benefit from synergy around the same time as the governments in the west, because of the decline of manufacturing industries, came to appreciate the economic benefits of having a strong 'cultural' sector (particularly the film, television and music industries).
3. Niche audiences are increasingly targeted
Because they can micro-target niche audiences (another of Hesmondhalgh’s points), advertisers can be confident that their message is getting to their desired audience. At the same time, the global reach of the Internet can maximise their audience.
4) What is technological convergence?
Technological convergence is the growth of home computing and the creation of the World Wide Web which led to its increase. The digitisation of media meant that every media form could be accessed by computer.
5) How are technology companies challenging traditional broadcasters in the TV industry?
In order to address such diverse audiences with the same programmes producers have to take great care to ensure their productions can be understood widely.
6) What budgets will Netflix, Amazon and Apple spend on original programming next year?
Next year Netflix plans to spend $8bn on original material; Amazon’s budget is estimated at $4.5bn. Apple has recently joined the fray with a $1bn spend.
7) How many countries are Netflix and Amazon available in?
Before they used to only be shown in 60 countries but in 2016, Netflix simultaneously launched its service in 130 new countries, bringing its total to 190, and Amazon opened in 200.
8) The global nature of modern television means producers are having to consider international audiences when creating content. What example from Netflix does the article use to explain this?
Going global means they have to pay for the license to broadcast individual shows in different countries so another advantage of creating their own content is that Netflix or Amazon automatically own the copyright for the programmes and don’t have to purchase additional distribution permissions. The example that the article uses to explain is the 'Stranger Things' Netflix tv series.
9) Do you think technology companies such as Google, Facebook and Amazon will increase their interest in the television industry?
Yes, i believe that the companies such as Google, Facebook and Amazon will increase their interest in the tv industry. Netflix has already started to introduce more diverse tv drama dramas that appeal to a wider target audience like the House of Cards, Black Mirror, 3% and many others.
10) How do changes in technology influence the creation of TV dramas such as Capital or Deutschland 83? How?
The rise in new technology has made accessing tv dram platforms easier for consumers so viewers are able to binge watch as they have the series on demand?catch up 24hrs of the day. Tv shows like the foreign language Deutschland 83 get the opportunity to be watched by other international countries due to the platform being available world wide.
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