new technology lecture l15 the broadcast century
DESCRIPTION
The 20th Century was the century of broadcasting. It started with radio, then cinemas and finally TV. All one-way broadcast mediums. They all have one restriction. They are based on a model of scarcity, i.e. program directors have to choose the program for you, since there are only finite number of channels and screens. Television has not really changed very dramatically for many years. The only major upgrade was adding color. However we are now seeing another change: Digital TV. Changing TV to digital has already had impact. Digital means better picture and sound, but also some changes in distribution. Also, with digital TV, software starts to play a major role and the Internet will become a possibility as distribution mechanism. This will cause disruption In this lecture we look at home entertainment from the days of talking machines to our times of Internet TV, Interactive TV and IPTV. In this lecture we look at how content viewing is changing and why the TV industry getting disrupted.TRANSCRIPT
Lecture L15 THE BROADCAST CENTURY
Why?
100 million hours / year
200 million minutes / day
Where do people find the time?
EARLY ENTERTAINMENT
"The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?"
-- David Sarnoff's associates in response to his urgings for investment in the radio in the 1920s.
Early music was performed live
Story telling
People got together to sing the songs of the day
Culture
Participation: everyone was anentertainer
Read-Write Culture
Edison’s Phonograph 1877
“The Talking Machine”
Emile Berliner’s Gramophone, 1889
First radio broadcasts are in 1906
Commercial radio broadcasting starts in 1920s
Public’s need for informationEquipment manufactures Amateur operators
http://www.tuberadioland.com/westinghouseWR-30_main.html
Westinghouse Model WR-30 Gothic Style Tombstone Radio (1933)
ENTER THE TV
For God’s sake go down to the reception and get rid of a lunatic who’s down there.
He says he’s got a machine for seeing by wireless! — Editor of the Daily Express in response to a prospective visit by John Logie Baird
John Logie Baird !
Scottish inventor!
Experimented with wirelesstransmission of images!
First public television broadcast was 27. January 1926 in London
TV broadcast start in the 1930s!
BBC starts broadcasts in 1936!
Slow increase in consoles!
Lack of standard!
Color in the 50s!
RCA begins production of its first color-TV set for consumers!
Low performance and high price
In 1950 a market has emerged!
US data:!
1946 there are 20.000 TVs, 18 stations!
1953 there are over 20million TVs – 44% of households, 300 stations!
TV in Iceland in 1966
Source: DataMnitor
The global broadcasting & cable tv market grew by 4.6% in 2011 to reach a value of $400.6 billion !
The market is expected to reach almost $475,000 million by 2015
Why is TV so powerful?
TV Watching
On average, individuals in the industrialised world devote three hours a day to watching TV
On average, individuals in the industrialised world devote three hours a day to watching TV
TV Watching
Gallup poll on TV Watching!
Two out of five adult respondents and seven out of 10 teenagers said they spent too much time watching TV!
Usually people are embarrassed to admit to watching much TV
TV Watching
A Formula for Addiction
TV is passive and relaxing!
Reduces alertness!
Effect is fast!
Problem: TV addiction
A Formula for Addiction
23% of UK teenagers claim to watch less TV and 15% admit they read fewer books now that they have smartphones
TREND
DIGITALFORMAT
1900 2000
Edison’s Phonograph
1877
Emile Berliner’sGramophone
1889 Radio
Broadcasts1920s
TVBroadcasts
1940s
The RecordIndustry - LPs
1950sCDs
1980sDVDs1990s
THE BROADCASTING CENTURYONE 2 MANY
BUSINESS MODELS GET ESTABLISHEDREAD ONLY CULTURE
TV GOES DIGITAL
Analog Standards
NTSC, PAL, SECAM Broadcast: VHF (54-88 MHz, 174-216 MHz) UHF (470 to 890 MHz) Cable
Source: HowStuffWorks.com
Digital TV
DVB, ATSC, ISDB, DTMB, DBM H.262/MPEG !
Transmitted Radio (VHF, UHF, SHF), satellites, cables, fiber or ADSL Benefits Better picture and better sound – more resolution Better use of bandwidth using compression Most countries switched off analogue transmission 2007-2009
Source: HowStuffWorks.com
Digital TV
Normal TV has the ratio 4:3 (1,34:1) !
HDTV has the aspect ratio 16:9 (1,78:1)!
Source: Economist -‐ Coming soon
End of an Era
Digital Content is causing disruptions in the conventional value chain!
DVD sales are slowing!
Distribution of content is going to digital mediums
NEW SOLUTIONS
Electronic Programming Guide
Additional Information
Time shiftDigital video recorders (DVRs) Recording television transmissions for later viewing!
Examples TiVo, ReplayTV, DirectTV
Place Shift
Watch your TV everywhere in the world!
Technology that allows you to watch your TV over the Internet!
Slingbox
Video On Demand
Pictures from www.oscar.com
VoD - Video-on-demandGoodbye to of the Video StoreChange in distribution of contentDelivered over the Internet, ADSLor cable, including fibre
DIGITALFORMAT
1900 2000
Edison’s Phonograph
1877
Emile Berliner’sGramophone
1889 Radio
Broadcasts1920s
TVBroadcasts
1940s
The RecordIndustry - LPs
1950sCDs
1980sDVDs1990s
THE BROADCASTING CENTURYONE 2 MANY
BUSINESS MODELS GET ESTABLISHEDREAD ONLY CULTURE
THE DIGITAL DECADE
!THE CONTENT
ESCAPESTHE FORM
!INTERNET
DISRUPTIONBEGINS
END OF BROADCASTING
Where do people find the time?
TV
200 billion hours / year
Watching TV
Watching TV
100 million hours / year
2000 wikipedias / year
Clay Shirky On Cognitive Surplus
Read-only Culture
f(x) = axk + o(xk)
MOVIESTARS
Chris Anderson On the Long Tail
Bottlenecks in the Distribution channels
Hit culture
The Power Law
Pareto principle
For many events, roughly 80% of the effects come
from 20% of the causes
Economy ofSCARCITY
Economy ofABUNDANCE
LONG TAIL
What percentage of the top 10,000 titles in any online media store (Netflix, iTunes, Amazon, or any other) will rent or sell at least once a month?
USERGENERTATEDCONTENT
EVERYBODYIS A
PRODUCER
MANY 2 MANY: PEER INTERACTION
ESTABLISHED BUSINESS MODELS GET DISRUPTED
READ WRITE CULTURE
ONE 2 MANY: BROADCASTING
BUSINESS MODELS GET ESTABLISHED
READ ONLY CULTURE
BEFORE NOW
1900 2000
Edison’s Phonograph
1877
Emile Berliner’sGramophone
1889 Radio
Broadcasts1920s
TVBroadcasts
1940s
The RecordIndustry - LPs
1950sCDs
1980sDVDs1990s
END OF BROADCASTINGMANY 2 MANY
ESTABLISHED BUSINESS MODELS GET DISRUPTEDREAD WRITE CULTURE
THE INTERNET DISRUPTION