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What impact are technologies such as iPlayer, 4OD and You Tube having on audiences and broadcasters?
Journalism & Communication
Pages 6 (1506 words)
New age technologies have added to the already transforming landscape in the world of mass media, especially within television industry, where users are now exposed to multiple channels and internet convergence.
The current scenario is as Negroponte surmised in the mid-nineties, “wholly new content will emerge from digital, as will new players, new economic models and a likely cottage industry of information and entertainment providers” (1995, p. 18). In the recent years, emergence of new technologies like the iPlayer, 4OD and You Tube along with the merging of various market forces have led to contention over the fact as whether traditional form of broadcasting would be soon obsolete, owing to widespread Internet use, or whether the audience would switch over and browse Internet primarily through their televisions. The industries that function within the arena of mass media and communications face persistent pressure in the form of ever-growing demands from their audiences, and they must necessarily conform and evolve in order to meet these demands and survive the stiff market competition. In order to retain their audience, the television industry adopted the process of convergence with Internet, where it became possible for “multiplexing - the ability to offer ancillary digital streams of data, image sound and interactivity simultaneously” . ...
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