lecture 3 current concepts v02

8/4/2019 Lecture 3 Current Concepts V02

http://slidepdf.com/reader/full/lecture-3-current-concepts-v02 1/42

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 thespreading of seed, from broad + cast (v.). Figurative use is recorded from1785. Modern media use began with

radio (1922, adj. and noun). As a verb,recorded from 1813 in an agriculturalsense, 1829 in a figurative sense, 1921 in

reference to radio. Broadcasting isrecorded from 1922.

http://www.etymonline.com/index.php?term=broadcast


http://www.etymonline.com/index.php?term=broad

http://www.etymonline.com/index.php?term=cast

http://www.etymonline.com/index.php?term=cast

http://www.etymonline.com/index.php?term=broad




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)




• 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

http://youtu.be/1UpzvvqHEXc

Broadcast Networks





Broadcasting – Narrowcasting

http://youtu.be/plrKfwjJgqA

Specialty Networks






http://youtu.be/muAnV8-HKfA

Targeted Demographic Programming -Politics






http://vimeo.com/15956401

Targeted Demographic Programming - Race






http://youtu.be/KSKFMwugzmE

Targeted Demographic Programming - Gender






http://youtu.be/7J9u0SF3tFc

Targeted Demographic Programming - Gender






http://youtu.be/ePSbkBwOHRU

Digital Signage






http://youtu.be/yjnrLFR4ap8

Digital Signage






http://youtu.be/ze4ePQ_4h3Y

Digital Signage







DOOH (Digital Out of Home)

Leading baby healthcare brand Johnson’s® 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/5r06lq8_1nw







http://youtu.be/p6GuEWkXbbA







http://youtu.be/plw3jNcaqjU

DOOH (Digital Out of Home) Interactive






http://youtu.be/CxwnsfrU3zQ

Mobile





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 previouslybeen 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 generation’s 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

http://youtu.be/OpIYz8tfGjY

Annie Hall (1977)







Marshall McLuhan

“Understanding Media” (1964)

“The Medium is the Message”

http://youtu.be/A7GvQdDQv8g







INTERACTIVITYUnidirectional becomes Bidirectional

http://youtu.be/HluWsMlfj68Project Natal 2009



http://youtu.be/HluWsMlfj68





INTERACTIVITYUnidirectional becomes Bidirectional

http://youtu.be/p2qlHoxPioMKinect 2010

http://youtu.be/p2qlHoxPioM





User Produced Content

http://www.youtube.com/watch?v=D7o7BrlbaDs






http://www.youtube.com/watch?v=XMxuocCN1O0







http://www.youtube.com/watch?v=f8WFa8tUey8







http://www.youtube.com/watch?v=X2NiaCNGR8s







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 StreetJournal

• Almost 30 magazines

• 3 sports teams

• Over 15 production studios

•Over 100 television and cable stations andnetworks worldwide, including all Fox networks

• Satellite Systems

• Almost 50 web destinations, including MySpace.

























CONSOLIDATION

Comcast’s 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, HistoryChannel, Biography Channel, History Channel, ThemeParks, Hulu














CONSOLIDATION

http://youtu.be/OFqKCRl0Un0

Peter Hart – Fairness and Accuracy in Reporting (FAIR)






CONSOLIDATION


Grass Roots Activism





CONSOLIDATION

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






http://www.youtube.com/watch?v=gFsu-a6KIH I

C lid ti

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

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 45countries 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

• Broadcasting

• Cable

• Direct to Home Satellite Television

• Newspapers

• Telephone

• Computer and Internet

• Publishing

• Gaming

include

lecture 3 current concepts v02

Documents