Digital Media Technologies and the Changes to the Local Audiences View Television Programs

2021-06-17 12:51:47
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The broadcasting scenery worldwide has been undergoing significant structural and technological changes due to advancement in digital media technologies. Digital media technologies refer to the act of transmitting digitalized content over the computer networks and internet in the form of texts, audios, videos or even graphics (Baran & Barrosse, 2004). The transformation gives consumers access to greater variety of media and communication services than ever before. By comparing the current broadcasting landscape to that of the past two decades, it is evident that the industry has progressed to meet the demand arising from switching from analog to digital signals. In the past decades, televisions would only cover and transmit a signal to a fixed location and at a particular point in time. However, broadcasting technology development has changed the manner in which consumers use communication services and consumes contents from a wide variety of broadcasters maximizing the use of internet and wireless portable devices. Consequently, broadcasters have been formulating new means of satisfying the different demand of their audience as people have radically changed the way they view programs from various platforms such as televisions.

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Along with evolving technology, the way in which television is viewed has been subject to changes and developments. In the past, internet growth did not threaten traditional television programs, as streamed files were large and required a significant bandwidth and network capacity. Today, more people are connected courtesy of proliferation of entertainment and communication devices. In fact, content once limited by direct TV are now available to consumers on demand as the Internet has broken all communication barriers. Days are gone when you had to be at home at a particular time to watch your favorite show or program. Streaming videos and advancement in recording technology has brought these alterations as one can now watch what he or she want at his or her convenient time and place (McGivern, 2015). The television guide no longer controls viewers because of increased streaming services and a broad range of portable devices such as laptops, smartphones, and tablets. Also, proxy servers and VPNs has enabled people to view regionally blocked contents.

At one time media merely strove to serve a local audience as they used to deliver news to a particular area and people. It meant that all they had to do is put together few newscasts each day viewed by everyone who tuned to the channel. However, with technology broadcasters can now deliver information to a specific targeted group. As a result, personalization has become more prevalent as consumers are expecting more personalized experiences when viewing any content. For instance, Netflix has changed the way media engage audiences by providing them with an outlet to choose what they want and the moment they need it. The increased demand for social interaction has also had a dramatic impact on how people watch favorite shows. For instance, people appreciate more interacting with their facilitators and presenters via a social platform such as Twitter, Facebook, and emails among others. Some viewers prefer inquiring and receiving instant feedback. Also, actors can keep updating their audiences on what they are preparing next for them via branded hashtags keeping their followers updated and expectant.

Media Corp and Ways it has adapted to Changes in Digital Media Technologies Regarding TV Contentment and Delivery

Media Corp is a group of commercial media companies in Singapore engaging in television and radio broadcasting and interactive media. In Singapore, approximately 85 percent of local viewers tune into free-to-air television channel, and Media Corps channel 8 is the most productive station with the highest number of viewers. According to Nielsen Media Index Report, 57% of people turn into the channel with four in every ten adults viewing it on a daily basis. Media Corp, Today is the second most read the newspaper on a regular basis (Mohandas, 2015). However, their success does not come quickly. It is widely driven by their mission, which is to deliver valued content, anywhere, through available devices, in any form and anytime. Though people may feel that they have already made it as a firm, the group has a different feeling. In fact, to them, they are yet to conquer digital media, and they need to develop new strategies to satisfy the taste and habits of their audiences (Calvin, 2015). According to their CEO, Mr. Seow the new audience has a wider entertainment and information choices different from the previous audience in the twentieth century.

Media Corp has embarked on improving content and channels with the aim of boosting commissioning determinations and embracing new form factors such as virtual and augmented reality as well as refreshing storytelling skills. The corporation has moved decisively to the digital platform and aims at being an exciting destination of choice for Singapore viewers (Oniwura, 2015). Turning to over-the-top streaming is the most effective strategy the corporation has used to succeed in the industry. As a result, they have capitalized significantly in supporting technology in broadcasting to ensure that their audience experiences the best services from their channel and at their convenient time. They collaborate with Toggle and Netflix to avail their content to selected viewers at their comfort. The interconnection with the streaming companies enables their views to personalize what they want to watch.

Serving new generation of viewers has made the media more viable. Apart from improving skills of the employees, Media Corp intends to leverage its trans-media uniqueness and its customers insights (Bondad-Brown, Rice & Pearce, 2012). The Internet has opened up conveying of information allowing direct access to the public. Subsequently, the previous media models are no longer applicable to the new setting in which the measure of success is mainly user-ship rather than viewership. For this reason, the company has gone on board to innovate new delivery methods, as the most valuable channels are those facilitating emotional connection with audiences (Buckingham & Willett, 2013). The Internet composes the majority of communication companies. Therefore, to ensure the loyalty of viewers the firm has opened program websites where discussions, chats, twits and other social media offer people a chance to interact with broadcast TV programmers.

The development of DVB-T2 transmission network has enabled the Media Corp to transmit its free to air channels in digital format. As the world migrates from analog to digital signals, this was not a minor achievement with multiple repeater stations located all over Singapore. Apart from that to satisfy their clients and various business units the company embarked on satellite operations to offer quicker and play out services on top of microwave transmission to cover events such as Olympics and other games. In conclusion, this has made the firm one of the most productive. From decades of experience in broadcasting Media Corp group has managed to compete favorably in the industry and 2016, it won twenty-one awards at a prestigious New York Festival TV and Film Awards held in Las Vegas. The investment the company has put on digital media technologies continue to bore fruits for over a decade now.

References

Baran, S. J., & Barrosse, E. (2004). Introduction to mass communication: Media literacy and culture. McGraw-Hill.

Bondad-Brown, B. A., Rice, R. E., & Pearce, K. E. (2012). Influences on TV programming and online user-shared video use: Demographics, Generations, contextual age, media use, motivations, and audience doings. Journal of Broadcasting & Electrical Media, 56(4), 471-493.

Buckingham, D., & Willett, R. (2013). Digital generations: Children, young people, and the new media. Routledge.

Calvin, J. (2015). How Technology is Altering the Way We Watch Television | IT Briefcase. Itbriefcase.net. Retrieved 6 April 2017, from http://www.itbriefcase.net/how-technology-is-changing-the-way-we-watch-television

Chua, B. H. (2012). A framework for audience study of transnational television. The international encyclopedia of media studies.

Mohandas, V. (2015). 85% of Singapore viewers tune into free-to-air TV on a weekly basis: Nielsen report. Channel News Asia. Retrieved 6 April 2017, from http://www.channelnewsasia.com/news/singapore/85-%20of-singapore-viewers/2241228.html

Oniwura, C. (2015). How Technology Has Influenced Audience Viewing Habits. Retrieved from https://www.linkedin.com/pulse/how-technology-has-influenced-audience-viewing.

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