The Impact of New Technologies on University Film Libraries

by James Baird

D uring April 1987 questionnaires were sent to the managers of 66 university film libraries and 24 educational film companies who were members of the Consortium of University Film Cen-

ters (CUFC) to assess the impact of new technolo- gies upon their operations. Responses were re- ceived from 57 university film libraries (85%) and 16 educational film companies (67%) for a total of 73 returns (81%).

Each respondent was asked to rate on a seven point scale (0-6) how much effect the new tech- nologies listed were having on their operations. The headings for the scale were as follows:

Strong Trend--Definite effect. We are well on our way to making the switch. We're doing it. It is part of our procedure. Moderate Trend--Some effect. It has begun to affect us. We are doing something different. Things are starting to move. Weak Trend--Little effect. We are thinking and planning. There is pressure on us to do something. A little is happening. No Trend---No effect. Nothing is happening. We are not even thinking about it. Both university film library and film company

managers were also asked to respond to two open- ended questions in an attempt to determine what effect the new technologies were having on their "policies and procedures" and "organizational structure" and the film company managers were asked about "changes because of copyright prob- lems."

James R. Baird is currently director of lnstruc- tional Media Services at the University of Utah in Salt Lake City and New Technologies Interest Group chair for the Consortium of University Film Centers.

The responses were tabulated first. The items on the questionnaire were then arranged into se- quential order according to their ranking starting with the responses indicating the strongest trend to the responses indicating the weakest trend. Fol- lowing this, the items were grouped into the cate- gories of Strong Trend, Moderate Trend, Weak Trend and No Trend. The following guidelines were based on analyzing the data and separating the categories where there seemed to be an ob- servable difference.

Strong Trend--Over 60% of the respondents marking either Strong or Moderate Trend with the majority marking Strong Trend. Moderate Trend--Between 40% and 60% of the respondents marking either Strong or Moderate Trend with responses spread across all categories. Weak Trend--Over 60% of the respondents marking either Weak or No Trend with most marking Weak Trend. No Trend--Over 90% of the respondents marking No Trend. Finally, similar items within each category were

combined and summarized to simplify the report. The listings shown below have been put in se- quential order. Those technologies having the strongest effect are listed first and those having the weakest effect being listed last. Where items were combined, the listing was placed in the posi- tion that would best reflect the position of the in- dividual parts.

The responses from university film library per- sonnel and those from film company personnel have been listed side by side so comparisons can be made between the two groups.

The three most significant trends that can be ob- served are the heavy shift toward 1/2 inch video and the resulting shift away from 16mm film, the automation of film library procedures and the shift

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toward a high school/college/on-campus focus. The first two trends seemed inevitable consider-

ing the heavy video and office automation trends in our society today. The third likely results from the lack of funds at both the film library and the sponsoring university's levels and the ease with which video materials can be acquired today. These two conditions are causing many universi- ties to limit or cut services and many film rental li- braries to drop significantly in their public school rental activity.

The trends of multiple copy rights, becoming in- volved in various types of electronic receiving and sending options, and acquiring or providing vari- ous types of distribution clearances, while not as strong, still seemed to be significant in their im- pact.

While in this survey, the trend to incorporate other media formats such as I/4 inch video, video disk and computer materials is weak or nonexis- tent, it will not be surprising if these trends con- tinue to wend their way into university media and

film library organizations. It was most encourag- ing, in spite of the fact that many businesses are going through changes and some of them not sur- viving, that "going out of business" was not a trend with the respondents of this survey.

Since the responses made by the film company managers generally paralleled very closely those made by the film library managers, it seemed quite apparent that film companies were following right along in an attempt to support the needs of film li- braries and educators who use their materials.

The responses to the open-ended questions (summarized below) reinforce many of the same effects noted above. In addition, significant num- bers are changing their policies or organizations to meet these needs. New technologies are having a definite effect in causing both film library person- nel and educational film company personnel to clarify their policies, modify their marketing ef- forts and either expand or limit services to facili- tate their survival. In at least one case rental pro- grams have been closed in response to these pressures.

UNIVERSITY FILM LIBRARIES This question was not included in the question- naire sent to university film library managers.

CHANGES BECAUSE OF COPYRIGHT PROBLEMS EDUCATIONAL FILM COMPANIES Have copyright violations caused any change in your goals, policies or procedures?

9 Yes 6 No Comments

Higher prices. Multiple pricing levels. Increased preview costs. Preview fees. Increased restrictions.

CHANGES IN GOALS AND POLICIES UNIVERSITY FILM LIBRARIES Have goals, procedures or policies changed?

30 Yes 20 No Comments

Acquiring more video. Moving toward in-house emphasis. Moving toward higher-ed emphasis. Providing a wider range of services. Refining automation systems and clarifying

policies. Increased focus on rights, licensing, etc.

EDUCATIONAL FILM COMPANIES Have goals, procedures or policies changed?

14 Yes Comments

Acquiring and producing video only. Increased marketing emphasis

-- in telemarketing -- in building level materials -- in a broader customer base.

Increased concern about video rights. Increased concern about income problems. Pricing structures. Making 16mm film available in video.

1 No

CHANGES IN ORGANIZATION UNIVERSITY FILM LIBRARIES Have there been any changes in organization?

19 Yes 31 No Comments

Lots of talk about possible change. Consolidate with other departments. Different reporting channel. Closure of rental program. More use of campus cable. Equipment being permanently placed in class-

rooms. Limit to services we do well.

EDUCATIONAL FILM COMPANIES

Have there been any changes in organization? 7 Yes 8 No

Comments Increase in phone marketing. Increase in building level emphasis Extra divisions to cover market base. Increase in help to do extra paper work. Increased emphasis on evaluation.

20 TechTrends

TREND SUMMARY UNIVERSITY FILM LIBRARIES Strong Trends Buying more 1/2 inch video and video equipment. Automating library management, cataloging, scheduling and business functions. Installing video in classrooms. Buying fewer 16mm films and 16mm projectors. Renting video off campus. Moving from Elem/JrH to HS/Col emphasis. Moderate Trends Moving from an off-campus to on-campus empha- sis. Automating preview functions. Acquiring video rental, multiple copy and film to video transfer clearances. Recording materials off-air. Receiving programs by satellite or sending pro- grams by campus or community cable. Weak Trends Buying 3/4 inch video or transferring 16mm film to video. Sending programs by microwave or satellite and receiving programs by microwave. Evaluating computer or video disk programs. Acquiring cable, satellite, microwave distribution or editing clearances. No Trend Buying 1/4 inch video or video disk programs. Going out of the business.

EDUCATIONAL FILM COMPANIES Strong Trends Selling and transferring programs to 1/2 inch video. Selling fewer programs on 16mm film. Selling fewer programs on 3/4 inch video. Providing campus cable and district duplicating rights. Producing directly on video. Moderate Trends

Pricing video lower than films. Providing state-wide, individual school or 16mm film to video duplication rights. Providing microwave, community cable or off campus distribution rights. Moving from Elem/JrH to HS/Col emphasis. Weak Trends Pricing video 50% or more below 16mm film. Providing non-educational duplication rights. Producing telecourses. Providing satellite, ETV or PBS distribution rights. Providing excerpting or editing rights.

No Trend Producing or selling computer, video disk or 1/4 inch video programs. Providing commercial TV distribution rights. Providing duplication rights for resale. Going out of the business.

In other cases, the lack of funds has caused me- dia departments to acquire additional services. Some university media departments are already involved in the maintenance and control of copy machines, computers and other services somewhat peripheral to what were considered traditional me- dia services ten to 15 years ago. What was orig- inally a "forced fit" is now being made more "comfortable" by becoming part of the overall perception of appropriate services provided by university film centers and media departments.

The responses to the question of what effect copyright violations were having on their proce- dures related to two concerns, money and restric- tions. Film company managers stated what has

been stated all along, there are no free rides and piracy and copyright violations continue to cause a decrease in profits and an increase in costs to the consumer.

The new technologies are directly affecting the procedures and policies of university film rental li- braries and educational film companies; some sig- nificantly, most to a lesser degree. To remain ac- tive and healthy each organization or department will have to attend to these issues in ways that are appropriate to their circumstances. Not attending to these issues, ignoring them, or hoping they will go away seems to be the least effective way to stay profitable and secure during these changing times.m

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