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Looking At THE CONTINUING FUTURE OF Broadcasting

Media and Television have transformed a lot in those previous 2O years but we may think that this change is going to be even faster and more important in the 2O next years. Needless to say the new multimedia (internet) and the new solutions linked to the internet have completely improved people's habits. We have to not focus on emerging technology but on growing cultural methods. So in a first part, we will concentrate on the consumer's patterns switch, and then, we are going to get a vision of how the future of broadcasting devices is growing regarding to current activities. Finally, in another part we are going to expose the following issue: what will the relevant problem of this multimedia environment change be?

First, you want to concentrate on the consumers' changing tendencies concerning TV and so in this part, we are going to look at the consumers' demands regarding Television set and Medias.

First of most, we can notice that today (and in the foreseeable future also), consumers know exactly what they need and what they don't really want. For instance, they don't really want so many TV commercials; they are receiving fed up with these commercials. Indeed, nowadays people mainly watch TV during their free time in order to relax and get entertainment. As a consequence, TV advertisements are regarded as something boring and intrusive which deprives the audience of his calming and amusing time. To crown it all the commercials are becoming less reliable than before because people feel uninterested in them and prefer transitioning programs or moving to on-demand viewing because there, the commercials aren't so numerous.

Furthermore, consumers also want Television set to become increasingly more convenient for these people, they want and feel the need to obtain all the control onto it and they don't possess time to waste on it. We are able to speak here time, place, control, money and attention shifting.

Time shifting: people want television when it suits them. For example, they need their programs to start at a convenient time because of their schedules and not to adjust their schedules to the programs

Place moving: people want television the way they want it and where they want it. They would like to be able to watch television all over and on whatever screen they need (TV, computer, smartphone, tablet)

Control moving: people want to be able to reveal, talk back, impact. They would like to share and share their opinion about what they have got watched

Money moving: people want to produce a good deal, to truly have a real value because of their money.

Attention shifting: people want real prices because of their attention.

Finally, consumers or visitors also want to have increasingly more options and opportunities but with less and less time. So, in the foreseeable future, TV will have to adjust to these new needs to be able to seduce consumers.

So now, after having considered the change in the consumer's actions we can take a look at the scientific changes which have occurred within the last decades, these changes will be increasingly more relevant over time.

There is no doubt, for instance concerning the importance of internet in the present day shift followed by media and consumers around broadcasting methods. After only two short decades, internet seems to be the most relevant media for a sizable part of the world. Indeed genuine research show that internet took an evergrowing part in people's life; in 2002 internet was considered only by 20% as the fundamental multimedia in their life instead of 33% in 2007; at the same time Radio has dropped from 26% to 17%. The scientific improvements that have followed the revolution are numerous however they seem to be characterized by the same objective: to become more reliable to deliverer wherever or whenever the consumers want the info. In order to do so marketers and industrials put a whole lot of efforts to ease lifestyle; are we witnessing a technological convergence? Today, you will get in the same apparel Tv set program broadcasting, radio route, and access to the internet to sociable network or papers apps. Thus you can determine, and be the only person who chooses what, when or where you're vanished have the ability to be expose.

However, nowadays, people will move around and become more active; consequently they aren't obviously able to hold with the initial scheduling; so to be able to counteract this time-shifting problem a whole lot of technologies enable the audiences to transfer the taking a look at time thanks to simple acts. For instance with the emergence of Pay-TV route, or integrated recorder materials the viewers don't have any more time restraint. Maybe in a while we can assume that we will be able to use both technologies conjointly with cellular devices.

In order to summarize this report we can give attention to several main points and issues.

First, If we can say that, money appears to be "the sinews of warfare"; and this one between marketers and content owners seem to be difficult. Indeed it started 60 years ago with the great event of the beginning of tv. The advertisers quickly known that it was a really efficient methods to talk to potential consumers. Nowadays they are still expecting good return on investment, so they expect their announcements to attain the major audience. But today the entrance of the PayTV circulation will change things. Material owners are going to be able to focus on the audience with precision that is to say to aim at providing the audiences with the programs they want in exchange of their money. And it's in this framework that TV material owners will be more and more powerful. In fact contents owners are going to be in a position to become greedy just because a result of a survey conducted by Nielsen/AIG and corresponding to Jason KIla demonstrates :"Hulu's[a payTV syndication] video tutorial advertising service is approximately 2x as effectual as traditional TV training video advertising services. Our viewpoint since 2007 has been that if we end up being the most effective training video advertising service, then we're able to earn higher advertising revenues". As a consequence, we can easily think that in the foreseeable future, broadcasting is going to be run by monetary interests.

Moreover, one possible issue with pay Tv set or Television set on demand would be that customers will be able to watch just what they want, and so, we may think that the majority of individuals may like to watch videos or series to be able to have a great time and relaxation. As a consequence we could notice a rise of the Dallasification phenomena on the TV market because people are usually more seduced by the American programs for entertainment. Furthermore, at the same time, people would watch less ethnical programs. This phenomenon may lead to the finish of the public Tv set broadcasting service because people would disregard cultural programs in favor of entertainment programs. This, means, that PBS won't guarantee its educating duty and for that reason its role would be doubtful. So now, one question can be increased: how will PBS adjust itself to the near future in order to stay visible and beneficial to the viewers? Can it also imply that we are attracted into a purely commercial and selfish world which is going to be interested only in entertainment and the existing affairs that happen within its community?

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