EMC 2410 Lecture 3 Current Concepts
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EMC 2410Intro to Electronic Media
Edward Bowen
Lecture Three
Current Concepts
Broadcasting - Narrowcasting
A continuum or a dichotomy?
• broadcast 1767, adj., in reference to the spreading of seed, from broad + cast (v.). Figurative use is recorded from 1785. Modern media use began with radio (1922, adj. and noun). As a verb, recorded from 1813 in an agricultural sense, 1829 in a figurative sense, 1921 in reference to radio. Broadcasting is recorded from 1922.
Broadcasting:
The scattered dissemination of information (audio and/or video) to anonymous, undefined destinations (listeners or viewers). (“Head’s”)
Narrowcasting
Producing and designing media content in order to target a highly specific segment of the audience. Narrowcasting is often practiced by magazines, radio stations and cablecasters. Opposite of broadcasting. (PBS.org)
Broadcasting - Narrowcasting
• Broadest: CBS, NBC, ABS, FOX• Broader: Music Television, News Television, Sports
Television• Broad: Spike, Lifetime, BET, Logo, CSNBC, Fox
News • Narrow: Digital Signage• Narrower: DOOH (Digital Out of Home),
Geotargeting• Narrowest: Interactive, Home Video, Contextual
Advertising, Behavioral Targeting
Broadcasting – Narrowcasting
http://youtu.be/1UpzvvqHEXc
Broadcast Networks
Broadcasting – Narrowcasting
http://youtu.be/plrKfwjJgqA
Specialty Networks
Broadcasting - Narrowcasting
http://youtu.be/muAnV8-HKfA
Targeted Demographic Programming -Politics
Broadcasting - Narrowcasting
http://vimeo.com/15956401
Targeted Demographic Programming - Race
Broadcasting - Narrowcasting
http://youtu.be/KSKFMwugzmE
Targeted Demographic Programming - Gender
Broadcasting - Narrowcasting
http://youtu.be/7J9u0SF3tFc
Targeted Demographic Programming - Gender
Broadcasting - Narrowcasting
http://youtu.be/ze4ePQ_4h3Y
DOOH (Digital Out of Home)
Leading baby healthcare brand Johnson’s® Baby, is launching its first ever digital out of home campaign on Baby TV, the 271 screen network located in antenatal clinics across the UK
Broadcasting - Narrowcasting
http://youtu.be/5r06lq8_1nw
DOOH (Digital Out of Home)
Broadcasting - Narrowcasting
http://youtu.be/p6GuEWkXbbA
DOOH (Digital Out of Home)
Broadcasting - Narrowcasting
http://youtu.be/plw3jNcaqjU
DOOH (Digital Out of Home) Interactive
New Media
Dramatic Growth of Internet Advertising Revenue
CONVERGENCETechnology and Content
Technological Convergence: The coming together of, and blurring of lines between, what had previously been separate ways of distributing or receiving information. For example, your I-Phone.
Content Convergence: The blurring of distinctions between content due to delivery. For example, broadcast content and cable content entering the home in unison.
The older generation’s view of convergence.
As “Sunday Morning” on CBS celebrated its 30th anniversary in 2009, Jeff Greenfield contemplated media convergence -- how in this day and age, news and video can be streamed anyplace, anywhere, and anytime.
http://youtu.be/JdJlyh76dEc
Marshall McLuhan
http://youtu.be/OpIYz8tfGjY
Annie Hall (1977)
Marshall McLuhan“Understanding Media” (1964)“The Medium is the Message”
http://youtu.be/A7GvQdDQv8g
INTERACTIVITYUnidirectional becomes Bidirectional
http://youtu.be/HluWsMlfj68Project Natal 2009
INTERACTIVITYUnidirectional becomes Bidirectional
http://youtu.be/p2qlHoxPioMKinect 2010
User Produced Content
http://www.youtube.com/watch?v=D7o7BrlbaDs
User Produced Content
http://www.youtube.com/watch?v=XMxuocCN1O0
User Produced Content
http://www.youtube.com/watch?v=f8WFa8tUey8
User Produced Content
http://www.youtube.com/watch?v=X2NiaCNGR8s
User Produced Content
http://youtu.be/7skPnJOZYdA
CONSOLIDATIONCompanies merging with or acquiring other
companies.
http://youtu.be/9XCZhafbpQQ
CONSOLIDATIONNews Corporation• Fox Networks• Two publishing companies• Over 50 newspapers, including the Wall Street
Journal• Almost 30 magazines• 3 sports teams• Over 15 production studios• Over 100 television and cable stations and
networks worldwide, including all Fox networks• Satellite Systems• Almost 50 web destinations, including MySpace.
CONSOLIDATIONComcast’s acquisition of NBC Universal
• Comcast - E Entertainment Television, Versus, Golf Channel, Style Network.
• NBC Universal - NBC Network, NBC Entertainment, Universal Studios, CNBC, MS-NBC, AMC, Telemundo, Bravo, USA Network, Syfy, History Channel, Biography Channel, History Channel, Theme Parks, Hulu
CONSOLIDATION
http://youtu.be/OFqKCRl0Un0
Peter Hart – Fairness and Accuracy in Reporting (FAIR)
CONSOLIDATION
http://vimeo.com/26169572
Grass Roots Activism
CONSOLIDATION
http://abcnews.go.com/Archives/video/feb-1996-telecommunications-act-12859440
http://www.youtube.com/watch?v=gFsu-a6KIHI
Consolidation
Clear Channel CommunicationsMarket Facts•Reaches more than 154 million people, or 75% of the 18+ U.S. population.•Operates over 850 radio stations reaching more than 110 million listeners every week.•With international partners, owns and operates more than 140 radio stations in Australia and New Zealand.•Premiere Radio Networks syndicates 90 radio programs and services to more than 5,000 radio stations affiliations reaching over 190 million listeners a week.•The Katz Media Group is the largest media representation firm in the U.S. representing more than 2,600 radio stations and 400 television stations.•Clear Channel Outdoor operates close to one million displays in 45 countries across 5 continents.•In the United States, the company operates just under 200,000 advertising displays and has a presence in the top 50 Designated Market Areas.
www. Clearchannel.com
ELECTRONIC MEDIA
• Broadcasting• Cable• Direct to Home Satellite Television• Newspapers• Telephone• Computer and Internet• Publishing• Gaming
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