Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J Tama Leaver / @tamaleaver Global Media Distribution and the Tyranny of Digital Distance 20 October 2012
Global Media Distribution and the Tyranny of Digital Distance
Oct 31, 2014
Presented at the Associaion of Internet Researchers conference #ir13 conference at the University of Salford in MediaCityUK.
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Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Tama Leaver / @tamaleaver
Global Media Distribution and the Tyranny of Digital Distance
20 October 2012
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Overview
Previously on …• Watching Battlestar Galactica in Australia and the Tyranny of Digital
Distance (2008)
• Today’s Episode …• (a) The Olympic Contradiction
• (b) Matchbox Slaps Diwana
• (c) Fragmented Fastracking
Next time …• Peppa Pig is the future.
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
I. Previously on ….
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Watching Battlestar Galactica in Australia and the Tyranny of Digital Distance (2008)
Global fandoms vs spoilers!
Social networks as the ‘watercooler’ (Jenkins, 2006).
On the <Zapper – Casual – Loyal> spectrum, loyals are the focus (Jenkins, 2006).
“a prevailing tyranny of digital distance which occurs when the potential for, and indeed expectation of, near-synchronous global distribution of media are not fulfilled due to arbitrary boundaries which began as geographic but are now entirely in the economic and political domains.”
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
II. This week’s episode …
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
(a)The Olympic contradiction.
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
The Olympic Pie: National Slices …
NBC (US): time-delayed coverage of key events until primetime. Online available, but only to specific cable subscribers.
Australian coverage: Channel 9 free-to-air (single channel); Foxtel (subscription + iPad app), 8 channels.
Only 30% Australian households have subscription TV.
Olympics FREE via YouTube in 100+ countries where the IOC was unable to sell national broadcast rights
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
IOC YouTube Channel …
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
#NBCfail
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
@NBCDelayed
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
@NBCDelayed
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Source: https://plus.google.com/112794044897464667374/posts/FwDEPGrE28J
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Responses to Channel Nine’s coverage …
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Pew Data on 2012 US Olympic Viewing …
73% say they have watched coverage on television, 17% say they have watched online,12% followed Olympics via social networking sites.
76% of US Olympic viewers approved the time-shifted NBC coverage (excellent (29%) or good (47%); 18% describe it as only fair (13%) or poor (5%)).
20 October 2012Internet Research 13, Salford.
Source: http://www.people-press.org/2012/08/06/eight-in-ten-following-olympics-on-tv-or-digitally/1/
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
(b) Matchbox Slap’s Diwana. Mini-series based on Christos Tsiolkas’ novel.
Was available for free streaming on iView.
Matchbox (The Slap producers) AFACT (Australian Federation Against Copyright Theft)
BREIN (Dutch copyright protection agency) LeaseWeb (Dutch ISP) Diwana.org (taken down, November 2011).
Australian producers resorting to IP takedowns to try and protect their resale value in the global market (BBC pick up, NBC rights to remake).
Diwana p2p community had 40,000 strong, largely ex-pat Australians and New Zealanders.
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
(c) Fragmented Fast-tracking …
Homeland Season 2 New Zealand: free-to-air TV3, 4 hours after US broadcast.
Australia: 2 week delay to free-to-air screen; 25min ‘promo’ online for 2 weeks before season two free-to-air premiere.
Ten argues this will allow an uninterrupted (not fragmented) weekly run.
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
The Daily Show (US) in Australia & New Zealand
“Foxtel’s exclusive output deal with US channel Comedy Central means Australian premiere episodes of The Daily Show with Jon Stewart can only be seen on The Comedy Channel weeknights at 6.30pm” 10 August 2011
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Brendan Dahill, ABC1 Controller:
“Piracy is wrong, as you are denying someone their rights and income for their intellectual property. The fact that it is happening is indicative that as broadcasters we are not meeting demand for a segment of the population. … So as broadcasters we need to find convenient ways of making programs available via legal means to discourage the need for piracy.”
29 August 2012
20 October 2012Internet Research 13, Salford.
Source: http://www.news.com.au/technology/abc-warps-time-to-put-dr-who-online-early-at-iview/story-e6frfro0-1226460269988#ixzz29guIt4id
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Doctor Who on ABC iView Immediately after UK Broadcast …
iView (online) 6 days before the free-to-air broadcast.
Asylum of the Daleks: 75,900 plays in first 24 hours; 172,000 before free-to-air broadcast (maybe 15-20% of overall audience).
However, ABC also pursuing creators of iView-ripping software, arguing this is a TOS violation. (No ‘recordings’?)
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Tim Worner, CEO Seven Network:
"I'm confident that those shows [UK and US TV series such as Downton Abbey and Revenge] won't be greatly affected by the fact they have been on somewhere else first. I know there are other people in the industry who feel differently (about the ratings effects of illegal downloading) and they are making their programming decisions based on that feeling, but I think it's jumping at shadows.”
17 October 2012
20 October 2012Internet Research 13, Salford.
Source: http://www.heraldsun.com.au/entertainment/tv-radio/seven-warns-internet-pirates-wont-scare-them-into-fast-tracking-tv-shows/story-e6frf9ho-1226498687762
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Channel Seven’s Localised Second Screen
Bespoke social viewing apps like Fango localise second screen viewing (eg tablet/laptop while watching TV).
Rather than Twitter (global conversation), it’s a national or even state conversation (due to multiple timezones in the same country.)
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
III. Next time …
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
iView & Peppa Pig …
Top viewed program on iView in August 2012 was season 2 of Peppa Pig. (1st, 2nd and 4th seasons were all in iView top 20, as were many other children’s TV shows).
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
ABC CEO Mark Scott:
“… broadcasting’s foundations were built on the idea of scheduled programming. Audiences being in the right place to listen or watch – and at the right time. But Peppa Pig fans don’t expect to wait. They’re a digital audience — they expect the content they want any time, any place, anywhere. […] They see it is immediate, on-demand viewing. There is no schedule. The ever-present trusted baby-sitter – at bedtime, in the car, at grandma’s. Available at the touch of a button. This is the only media world these children will know — and we broadcasting era executives are coming to grips with that.”
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
(Sort of) Conclusions …
The tyranny of digital distance is being overcome, but gradually.
Audiences of cult/genre/science fiction shows will remain the most likely to circumvent national schedules.
However, if NBC’s Olympic coverage, or Channel Seven’s broadcast of Revenge still rate highly despite time-shifting, networks don’t yet have to change their core practices. This is especially true for greying television audiences.
However, younger generations will never know the schedule, and once they’re in control whichever service (legal or unauthorised) meets their needs will dominate.
20 October 2012Internet Research 13, Salford.
Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
Questions, Criticism, Comments?
Or find me later …
www.tamaleaver.net
@tamaleaver
20 October 2012Internet Research 13, Salford.
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