European Television in the Age of Convergence - Article Example

Write an outline for Murdock, G (2000) ‘Digital Futures: European Television in the Age of Convergence’. This paper deals with the digitalisation of television based on the theory of convergence. In this theory Murdock argues that there will be a coming together of technologies, primarily television, telecommunications and the internet as a result of the development of digital code which can be applied to all areas. However he questions how positive this transition will be and attempts to consider some of the down sides of the digital revolution in the face of overwhelmingly positive reception of digitalisation. After analogue This section of the article talks about the end of the old analogue system of transmission and the start of the digital system. It explains that this system, which comes from computer language, is based on a series of 0s and 1s. Murdock argues that this change of system will have a big impact on both daily life and the media industries. He also argues that the move to a digital system is the result of what he calls ‘convergence’. Initially different forms of media developed their own independent and incompatible forms of technology. However, recently these technologies have merged as a result of the new universal digital code. Also, previous regulations which prevented different types of media from coming together have been relaxed. These were designed to stop one company dominating the market and allow freedom of expression and competition. It is the combination of new technology and relaxation of regulations which is allowing the move away from analogue and towards digital, argues Murdock. Unpacking convergence The first type of convergence that Murdock identifies is the convergence of ‘cultural forms’. He states that the internet and CDRoms have brought all the major forms of expression together in the same place for the first time. He also says that the internet lets people access this information in different ways. There is not set path that the reader has to take, but they can choose their own route by jumping between articles on an online newspaper or selecting the websites they choose to access The second type of convergence that Murdock outlines is the convergence of ‘communication systems’. The digital system can be used by any medium because it is based on a series of 1s and 0s. This means that in the future any form of information could be delivered to a customer using any communication network. He talks about the European Commission’s Green Paper which supports this convergence or unification of televisions, telephones and PCs. Murdock discusses the development of broadband and ADSL to overcome the problems copper wire telephones have to transmit information. Mobile phones are also moving into providing internet use in their 3D phase. He mentions Sky and their excitement that in the future people will be able to watch their programs on TV, PCs or even mobile phones. The main problem with this convergence that Murdock identifies is the existence of the established companies in computing, telecommunications and internet. In order to overcome this block to development, alliances are being made between these existing companies and new companies to make a web of convergence. This is what Murdock refers to as ‘corporate convergence’. In the ‘corporate convegence’ section, Murdock discusses the web of convergences mentioned in the previous section. He talks about an ‘unprecedented wave’ of mergers, take-overs and partnerships which companies need to benefit from the new technology. The example he give is the merger of Time-Warner and AOL. This brought together the interests of television and the internet. Since this deal more companies have realized the need to get partners in other sectors. Murdock argues that the need to ‘maximize’ opportunity is the main reason that companies converge. The more areas a company can cover the more profit it makes. He argues that in the future the industry will be dominated by giant corporations and the small companies will disappear. From machines to marketization Murdock now discusses the history of convergence and what made it happen. Murdock criticizes the ‘technological determinist’ view of new technology which says that all technology is good and creates a very positive view of the future with this technology. They do not deal with the way that technology is affected by social, political and economic factors. Murdock therefore questions the entirely positive view of digital technology and tries to take a more balance view. Murdock looks at the five steps to marketization (privatization, liberalization, reorienting regulation, corporatization and commodification) and concludes that they have remodelled the economic and political environment in which contemporary television operates. He warns that this needs to be considered when trying to understand the impact of going digital. Revolution or business as usual? Murdock looks at ‘replacement’ of analogue television by digital and ‘convergence’ of telephones, television and the internet in this section and whether digitalization will be successful as a result. From the replacement viewpoint things are very lucrative for governments and Murdock uses the example of the UK government and the profits it generated selling licenses. However digital TVs are still very expensive so companies are selling set-top boxes to encourage consumers to go digital while still using analogue sets. In terms of convergence, Murdock identifies ‘enhancement’, ‘compression’, ‘consolidation’, ‘interactivity’ and ‘access’ as the key factors to the success of convergence and believe that this will take place through television sets and not PCs as previously thought. These are all designed to improve digital quality making it more appealing to the consumer. Remaking public broadcasting: Commercial Ventures of Common Networks In this final section Murdock considers attempts by RAI and the BBC to launch their own digital channels. However Murdock also outlines the financial problems companies face when doing this since the BBC license fee falls well short of the cost of going digital. This has led to the argument that private entrepreneurs should be allowed to take on the process of digitalization because they can do it more cost effectively. Murdock states that the European Commission favors open competition from private companies. The BBC has responded by citing the historical importance of the company and its cultural importance in the marketplace. Murdock concludes his paper with a series of questions for the future of digital technology. Murdoch therefore takes a serious look at the workings of the digital TV age. He explores what led to the abandonment of analogue in favour of digital and how companies are merging as a result of the explosion of this new technology. Finally he takes a serious look at the downsides to the digital age, specifically looking at cost, in an attempt to temper the predominantly positive reception that digitalization has had. He presents the various ways digital television might be introduced by both the public and private sector and finishes by asking telling questions about the future of this new technology. Source: Murdock, G (2000) ‘Digital Futures: European Television in the Age of Convergence’ in J Wieten, G Murdock and P Dahlgren (eds) Television Across Europe. A Comparative Introduction. Sage: London. Pp. 35-57. Read More