EMC 2410 Intro 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). (Heads)

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
Broadcast Networks

http://youtu.be/1UpzvvqHEXc

Broadcasting Narrowcasting
Specialty Networks

http://youtu.be/plrKfwjJgqA

Broadcasting - Narrowcasting
Targeted Demographic Programming -Politics

http://youtu.be/muAnV8-HKfA

Broadcasting - Narrowcasting
Targeted Demographic Programming - Race

http://vimeo.com/15956401

Broadcasting - Narrowcasting
Targeted Demographic Programming - Gender

http://youtu.be/KSKFMwugzmE

Broadcasting - Narrowcasting
Targeted Demographic Programming - Gender

http://youtu.be/7J9u0SF3tFc

Broadcasting - Narrowcasting
Digital Signage

http://youtu.be/ePSbkBwOHRU

Broadcasting - Narrowcasting
Digital Signage

http://youtu.be/yjnrLFR4ap8

Broadcasting - Narrowcasting
Digital Signage

http://youtu.be/ze4ePQ_4h3Y

Broadcasting - Narrowcasting
DOOH (Digital Out of Home)

Leading baby healthcare brand Johnsons 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

http://youtu.be/ze4ePQ_4h3Y

Broadcasting - Narrowcasting
DOOH (Digital Out of Home)

http://youtu.be/5r06lq8_1nw

Broadcasting - Narrowcasting
DOOH (Digital Out of Home)

http://youtu.be/p6GuEWkXbbA

Broadcasting - Narrowcasting
DOOH (Digital Out of Home) Interactive

http://youtu.be/plw3jNcaqjU

Broadcasting - Narrowcasting
Mobile

http://youtu.be/CxwnsfrU3zQ

New Media

Dramatic Growth of Internet Advertising Revenue

CONVERGENCE
Technology 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.

http://www.youtube.com/watch?v=6ILQrUrEWe8

The older generations 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

Annie Hall (1977) http://youtu.be/OpIYz8tfGjY

Marshall McLuhan Understanding Media (1964) The Medium is the Message

http://youtu.be/A7GvQdDQv8g

INTERACTIVITY
Unidirectional becomes Bidirectional

Project Natal 2009

http://youtu.be/HluWsMlfj68

INTERACTIVITY
Unidirectional becomes Bidirectional

Kinect 2010

http://youtu.be/p2qlHoxPioM

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

CONSOLIDATION
Companies merging with or acquiring other companies.

http://youtu.be/9XCZhafbpQQ

CONSOLIDATION
News 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.

CONSOLIDATION
Comcasts 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

Peter Hart Fairness and Accuracy in Reporting (FAIR) http://youtu.be/OFqKCRl0Un0

CONSOLIDATION

Grass Roots Activism http://vimeo.com/26169572

CONSOLIDATION

http://abcnews.go.com/Archives/video/feb-1996-telecommunications-act-12859440

http://www.youtube.com/watch?v=gFsu-a6KIHI

Consolidation
Clear Channel Communications Market 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
include

Broadcasting Cable Direct to Home Satellite Television Newspapers Telephone Computer and Internet Publishing Gaming