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Digital Media in Todays Society

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Submitted By cjerome
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Revolution, defined as an, “overthrow or repudiation, and the thorough replacement of an established government or political system by the people governed.” For the moment, let’s change “government or political system” to “form of entertainment” and “the people governed” to “its’ viewers.” The Digital Revolution, more commonly known as the Information Age, is defined as an overthrow or repudiation, and the thorough replacement of an established form of entertainment by its’ viewers. The Information Age, beginning around 1975, was “characterized by the gathering and almost instantaneous transmission of vast amounts of information and the rise of information-based industries.” The 1970’s were a time of pivotal change in United States history and a time where people, women, African-Americans and the youth especially, became more active and generally busier. This Digital Revolution did not come to transform our lives, but was simply developed out of the understanding that our lives were changing already and that there was a need for constant contact and immediate information. Here in 2013, we have yet to reach the peak of the Information Age, however it has surely made a substantial impact on lives across the world. The rise of the World Wide Web has caused the decline of television. The days where families would gather around the TV screen has been replaced by individuals with separate schedules, who catch up on their favorite shows online at their leisure. Television is no competition for the Internet, but the Internet is televisions biggest rival. Nevertheless, instead of believing that all hope is lost for the television industry, broadcasters are doing their best to remain innovative and contemporary.
The ABC hit show, Scandal, debuted it’s third season with a record breaking 10.5 million viewers and 712,877 tweets. The directors, writers, actors and even backstage cast members live tweet their fans every Thursday night at 10 PM on the East Coast, and then again for the West Coast. Because the cast is constantly interactive during the show, fans would much rather watch live, with hopes of being retweeted by Tony Goldwyn or Kerry Washington, than on the ABC Watch app or on-demand the next day. Furthermore, television has made strides in increasing their relevance by engaging in the luxury of cell phone applications. Xfinity TV Player, Dish Anywhere, TWC (Time Warner Cable) and HBO Go, all for Android and iPhone are just some examples of having television available to you whether you’re in front of one or not. The television broadcast industry has skillfully adopted the idea that the TV must go to the viewer because there is no longer time for the viewer to come to it. While one is certainly able to watch their favorite television networks online, broadcasters have not gone to the extreme of solely relying on the Internet as their main source of airing. Television is not entirely obsolete, older generations such as the baby boomers had TV as their first exciting form of entertainment. If television were taken away from them now, it would cause an uproar. Conversely, for Generation Y, the partnerships with companies like Hulu and Netflix have fared especially well. In a time where children and young adults must maintain a 4.0 GPA and have outstanding extracurricular activities, it is virtually impossible to watch live TV when the most popular show is on and get into the university of your choice. Hulu and Netflix have solved these problems for young people and older ones as well. Businessmen and women can also now enjoy the pleasure of having a successful career and watching Breaking Bad and Game of Thrones whenever they desire. Neilsen’s article, “How Subscription-Based Streaming Services Are Making Waves,” pundits, “There’s no denying that online video subscription services have made waves that have reverberated throughout the media industry. Viewers want entertainment options – from professional TV-like programming to homemade content that goes viral – and streaming video offers just that.” Even on sites like Netflix, that is mostly dedicated to movie watching, the percent of those watching television on Netflix jumped from 11% in 2011 to 19% in 2012 and has been steadily rising since. All in all, the Information Age is a perfect reflection of its name. We crave information, and in this era when it comes to entertainment and technology, we get what we want when we want it. Television does not work anymore because the idea of having to wait for the next episode, although presenting a sense of anticipation and excitement, is unrealistic for most of us. This idea of waiting has escaped the structure of our unfortunate lives. The Digital Revolution has completely negatively affected cable TV. When Lucy gave birth to Little Ricky on I Love Lucy, 72% of all U.S. homes with a TV tuned in, this was an overwhelming 44 million viewers. Today, the highest prime-time show is NFL Football and for the Washington vs. Dallas game, only 22.07 million people watched. Movie and subscriber-based cable networks have turned away from primarily focusing on movies and have restructured their stations to include television series. With this new addition, they can incorporate the new model of allowing their viewers to have complete autonomy as well. If they succeed in engaging their viewers, as their counterparts are venturing to do, these networks should thrive regardless of the fact that movies can be viewed at any time. Lilyhammer, the story of a New York mobster attempting to create a new life for himself in Lillehammer, Norway, was Netflix’s first original show and an amazing idea. Not only is Netflix commercial free, which is one of televisions greatest flaws, but they release the entire season at once. Moreover, while Netflix has chosen not to reveal the ratings for this show, it can be argued that they must have been good enough for Netflix to do it all over again with the 8.8/10 stars on IMDB hit, House of Cards. YouTube’s effort to launch television channels is very forward and strategic thinking on Google’s part. This makes YouTube competitive in the market with other major players such as Hulu and Amazon Prime. Additionally, YouTube is already an outrageously popular site for Internet users and with this new bonus, it could possibly even attract more viewers, which could expand its overall hits. The irony lies in the fact that the future of television advertising, even for television itself, is the Internet. Buying advertising on television networks may not only be expensive, inflexible and lacking effective ways to measure outcome, but it is antiquated and useless. New broadcast models and advertising models that we will see are pop-up ads on Twitter scrolling down your timeline with you, and sidebar ads based on the websites you’ve been to and things you’ve searched. Any advertisement that meets you directly where you are with little to no distraction, is working. Whether it causes you to watch a show, buy a product or just think about how frustrating or disturbing it is, an idea has been planted and therefore the ad has worked. The Internet is a guaranteed approach to captivating one’s target audience. If television is to ever again be what it was in the time of The Honeymooners, broadcasters must do everything they can to reach those who will be spellbound by their shows week after week. The future of programming content will be exactly what the people want it to be. Today the thrill of the age is the Internet and by as soon as tomorrow, something else could be all the rage. So whether television weathers the storm that the Internet has brought, or if the Internet will come out completely victorious, only time will tell. I truly believe, television will always be a factor, just in different outlets for different eras. Programming content will continuously evolve to suit the ever-changing needs of its viewers. Television entertainment is about people, whether past, present or future and without people to watch who are the people we’re watching?

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[ 1 ]. Obenson, Tambay A. "'Scandal' Season 3 Debuts W/ Historic Ratings! 10.5 Million Viewers 712,877 Tweets." Shadow and Act. IndieWire, 4 Oct. 2013. Web. 17 Nov. 2013.
[ 2 ]. "TV Junkies Rejoice-you Can Now Watch Shows and Movies Just about Everywhere." TV Everywhere. ConsumerReports.org, May 2012. Web. 16 Nov. 2013.
[ 3 ]. "Newswire ." How Subscription-Based Streaming Services Are Making Waves. The Nielsen Company, 19 Apr. 2013. Web. 17 Nov. 2013.
[ 4 ]. Anderson, Christopher. "I Love Lucy." Archive of American Television. Museum of Broadcast Communications Encyclopedia of Television, n.d. Web. 17 Nov. 2013.
[ 5 ]. Levin, Gary. "Nielsen Ratings: The News behind the Numbers." USA Today. Gannett, 15 Oct. 2013. Web. 17 Nov. 2013.
[ 6 ]. "Lilyhammer." IMDb. IMDb.com, n.d. Web. 17 Nov. 2013.
[ 7 ]. McNeil, Ryan. "All At Once: Consuming Television in the Information Age." The Matinee. TheMatinee.ca, 18 Feb. 2013. Web. 17 Nov. 2013.

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