Lecture 3 Current Concepts V02
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EMC 2410
Intro to Electronic Media
Edward Bowen
Lecture Three
Current Concepts
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Broadcasting - Narrowcasting
A continuum or a dichotomy?
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• 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.
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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)
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Broadcasting - Narrowcasting
• 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
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Broadcasting – Narrowcasting
http://youtu.be/1UpzvvqHEXc
Broadcast Networks
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Broadcasting – Narrowcasting
http://youtu.be/plrKfwjJgqA
Specialty Networks
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Broadcasting - Narrowcasting
http://youtu.be/muAnV8-HKfA
Targeted Demographic Programming -Politics
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Broadcasting - Narrowcasting
http://vimeo.com/15956401
Targeted Demographic Programming - Race
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Broadcasting - Narrowcasting
http://youtu.be/KSKFMwugzmE
Targeted Demographic Programming - Gender
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Broadcasting - Narrowcasting
http://youtu.be/7J9u0SF3tFc
Targeted Demographic Programming - Gender
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Broadcasting - Narrowcasting
http://youtu.be/ePSbkBwOHRU
Digital Signage
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Broadcasting - Narrowcasting
http://youtu.be/yjnrLFR4ap8
Digital Signage
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Broadcasting - Narrowcasting
http://youtu.be/ze4ePQ_4h3Y
Digital Signage
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Broadcasting - Narrowcasting
http://youtu.be/ze4ePQ_4h3Y
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
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Broadcasting - Narrowcasting
http://youtu.be/5r06lq8_1nw
DOOH (Digital Out of Home)
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Broadcasting - Narrowcasting
http://youtu.be/p6GuEWkXbbA
DOOH (Digital Out of Home)
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Broadcasting - Narrowcasting
http://youtu.be/plw3jNcaqjU
DOOH (Digital Out of Home) Interactive
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Broadcasting - Narrowcasting
http://youtu.be/CxwnsfrU3zQ
Mobile
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New Media
Dramatic Growth of Internet Advertising Revenue
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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.
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http://www.youtube.com/watch?v=6ILQrUrEWe8
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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
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Marshall McLuhan
http://youtu.be/OpIYz8tfGjY
Annie Hall (1977)
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Marshall McLuhan
“Understanding Media” (1964)
“The Medium is the Message”
http://youtu.be/A7GvQdDQv8g
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INTERACTIVITYUnidirectional becomes Bidirectional
http://youtu.be/HluWsMlfj68Project Natal 2009
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INTERACTIVITYUnidirectional becomes Bidirectional
http://youtu.be/p2qlHoxPioMKinect 2010
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User Produced Content
http://www.youtube.com/watch?v=D7o7BrlbaDs
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User Produced Content
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User Produced Content
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User Produced Content
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User Produced Content
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CONSOLIDATION
Companies merging with or acquiring other
companies.
http://youtu.be/9XCZhafbpQQ
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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.
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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
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CONSOLIDATION
http://youtu.be/OFqKCRl0Un0
Peter Hart – Fairness and Accuracy in Reporting (FAIR)
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CONSOLIDATION
http://vimeo.com/26169572
Grass Roots Activism
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CONSOLIDATION
http://abcnews.go.com/Archives/video/feb-1996-telecommunications-act-12859440
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http://www.youtube.com/watch?v=gFsu-a6KIH I
C lid ti
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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
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ELECTRONIC MEDIA
• Broadcasting
• Cable
• Direct to Home Satellite Television
• Newspapers
• Telephone
• Computer and Internet
• Publishing
• Gaming
include