The media universe is undergoing
Surviving in the Age of Quantum Media
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The media universe is undergoing rapid, persistent, and dramatic change, so
much that the word ‘revolution’ does not seem out of place. Simply stated,
digital technologies have altered the very essence of media production,
distribution, and consumption.
The impact of these changes is well documented and widely discussed, but we
would be well served noting a few specific implications of media digitization.
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The end of physical packaged media is now within our purview.
Though it make take 50 years or more for transformation to become complete, the
obsolescence of locked physical formats—which have for decades required
consumers to replace their music or video libraries each time a new format was
introduced—is inevitable.
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New digital media technologies have given consumers unprecedented control over
their media experience; allowing them easy access to a widening variety of
content for reading/listening/viewing wherever and whenever they chose. Three
specific types of technology are relevant to the current discussion:
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Toward a Quantum Theory of Media:
A 'Spooky' View of the Digital Media Revolution |
- Time-shifting technologies such as digital video recording enable consumers to record live TV
programming for playback at other times. This means that the schedule by
which consumers have traditionally accessed media is no longer defined by a
programmer but by the end-user, thus allowing consumers to ignore preset
schedules and enjoy content at their own convenience.
- Place-shifting technologies
have undermined the long-standing view that media is to be consumed in
predefined or absolute settings. Increasingly, the entire world of
multimedia will be available at virtually any location the consumer may find
themselves.
- Device-shifting technologies
mean that consumers can enjoy this wide-world of media on devices other than
those traditionally assigned. For example, TV programs no longer have to be
viewed on a TV, but can be enjoyed on a PC or mobile device.
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New video creators, aggregators, and distributors will soon challenge entrenched
media interests such as broadcasters and PayTV operators. Using an
‘open’ broadband conduit, Internet-based web TV services will be able to deliver
content directly to consumers while bypassing incumbent gatekeepers. TDG often
refers to this as “Over-the-Top” or “OTT” video delivery.
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Time-honored one-way, linear advertising strategies will become antiquated as
new two-way, non-linear media distribution becomes the norm. Consumers will be
able to engage both video and ad content in entirely new ways, meaning
advertising and public relations companies must also innovate in real time.
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The entire media industry is being forced to rethink audience engagement and the
means by which it is measured. Early attempts at measuring accurately the use of
digital media usage continue to prove difficult, often generating ‘intelligence’
that misrepresents the value of digital media consumption.
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An important consequence of digital media innovation is that human
beings—once considered passive vessels to be filled by preprogrammed,
presanctioned media content—are becoming active participants with their own
agendas. Even in cases where consumers are enjoying another’s media creation,
digital technologies provide unprecedented abilities to alter the fabric of the
media itself, thereby creating entirely new experiences from previously static,
linear media produced by professional artists and producers.
Are these just isolated aspects of modern media, unrelated and unrelatable to
one another, the product of siloed transformations within the media value chain?
If so, how are they to be interpreted? If not, in which theoretical framework
are they best placed?
Mr. Greeson’s presentation will address these and other questions related to the
disaggregation of the traditional media value chain, and discuss what it means
to small independent TV operators in the U.S.
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