Themusicindustryexpanded
Transcript of Themusicindustryexpanded
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Audiences& Institutions:Exam: Section B
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You need to develop
a case study about a
particular record label
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The record label must
produce and/or
distribute in the UK
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You need to learn about how your
label (institution) relates to:
Production
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You need to learn about how your
label (institution) relates to:
Production
(recording music)
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You need to learn about how your
label (institution) relates to:
• Production
Distribution
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You need to learn about how your
label (institution) relates to:
• Production
Distribution
(Promotion and selling)
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You need to learn about how your
label (institution) relates to:
• Production
• Distribution
Consumption
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You need to learn about how your
label (institution) relates to:
• Production
• Distribution
Consumption
(audience & customers)
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You need to learn about how your
label (institution) relates to:
• Production
• Distribution
• Consumption
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Production Distribution
Audience
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Distribution Audience
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Distribution Audience
• high street retail
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Distribution Audience
• high street retail
• download sales
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Distribution Audience
• high street retail
• download sales (legal)
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Distribution Audience
• high street retail
• download sales (legal)
• peer to peer
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Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
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Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
• concerts
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Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
• concerts
• merchandise
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You need to learn about• The historical development of on-line media
How media production has
been transformed by the
internet – with examples!
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You need to learn about• The historical development of on-line media
• Media production and the internet
The impact of broadband on audience behaviour
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You need to learn about• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
Convergence
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You need to learn about• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
• The internet and convergence
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You need to learn about• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
• The internet and convergence
The future and web 3.00
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You need to learn about• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
• The internet and convergence
• The future and web 3.00
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This module is all about…
• Internet TV
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This module is all about…
• Internet TV
• itunes and the iPod
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
• Changing patterns of audience consumption
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
• Changing patterns of audience consumption
• Internet retail outlets and the decline of “record shops”
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
• Changing patterns of audience consumption
• Internet retail outlets and the decline of “record shops”
• Podcasts
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
• Changing patterns of audience consumption
• Internet retail outlets and the decline of “record shops”
• Podcasts
• On-line video gaming
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This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
• Changing patterns of audience consumption
• Internet retail outlets and the decline of “record shops”
• Podcasts
• On-line video gaming
• You Tube and social media sharing
and more...
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You already know a
lot about this
because of your own
patterns of media
consumption
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The long tail
Media in the on-line age
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The long tail
A theory developed by *Chris Anderson in 2006
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The long tail
A theory developed by *Chris Anderson in 2006
You need to research this on the web
and fully understand it
Make sure you refer to sites
that you understand!!
Start here: http://www.longtail.com
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The long tail
A theory developed by *Chris Anderson in 2006
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The long tail
Chris Anderson
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The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
![Page 43: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/43.jpg)
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
He uses iTunes, YouTube and social networking sites
as examples of his theory
![Page 44: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/44.jpg)
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
He uses iTunes, YouTube and social networking sites
as examples of his theory
Social networking – “viral marketing” – soon spread
the word about Anderson’s ideas
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The long tail
This is it …
Our culture and economy are moving
away from a relatively small number of
sales of mainstream products and
markets at the head of the demand curve
to a larger number of niche (or specialist)
products and markets
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The long tail
small number
mainstream
larger number niche
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The long tail
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The long tail
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The long tail
Shelf Space…
The internet (on-line retailing)
has fewer physical
constraints -
narrowly targeted goods and
services can be as
economically attractive
as mainstream fare.
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The long tail
Shelf Space…
The internet is a virtual warehouse with
few overheads compared to a traditional high
street retail outlet.
Shelf space is no longer a deciding factor when
considering stock levels.
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The long tail
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The long tail
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The long tail
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The long tail
Niche products are
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The long tail
Niche products are
Cheap to distribute
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The long tail
Niche products are
Cheap to distribute
No longer a luxury
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
Recommendations
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The long tail
The internet is democratic and informative
Recommendations
Reviews
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The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs
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The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs
Newsgroups
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
This is …
VIRAL MARKETING
FREE MARKETING
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The long tail
This is …
VIRAL MARKETING
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The long tail
This is …
VIRAL MARKETING
FREE MARKETING
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The long tail
READ THE TEXTBOOK
CASE STUDY
PAGES 90 & 91
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WikinomicsMedia in the on-line age
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.
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Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.
This is consumer power
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Wikinomics
5 big ideas…
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Wikinomics
peering
5 big ideas…
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Wikinomics
peering
free creativity
5 big ideas…
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Wikinomics
peering
free creativity
democratised media
5 big ideas…
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Wikinomics
peering
free creativity
democratised media
global thinking
5 big ideas…
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Wikinomics
peering
free creativity
democratised media
global thinking
the prefect storm
5 big ideas…
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Wikinomics
peering
free creativity
democratised media
global thinking
the prefect storm
5 big ideas…
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Wikinomics
peering
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Wikinomics
peering
sharing of material on the internet
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Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
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Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues
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Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues
• Corporations must change or perish
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Wikinomics
free creativity
natural and positive result of a free market
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Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate
![Page 93: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/93.jpg)
Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate
• happy medium – Creative Commons
![Page 94: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/94.jpg)
Wikinomics
media is democratised
![Page 95: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/95.jpg)
Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
![Page 96: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/96.jpg)
Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
• Production by ordinary people
![Page 97: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/97.jpg)
Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
• Production by ordinary people
• “The Media” no longer have total control
![Page 98: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/98.jpg)
Wikinomics
global thinking
Web 2.0 makes this inevitable
![Page 99: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/99.jpg)
Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar
![Page 100: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/100.jpg)
Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar
• a new blog is created every second
![Page 101: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/101.jpg)
Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar
• a new blog is created every second
• National and cultural boundaries are
reduced
![Page 102: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/102.jpg)
Wikinomics
the perfect storm
combining…
![Page 103: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/103.jpg)
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
![Page 104: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/104.jpg)
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
• demographics (digital natives)
![Page 105: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/105.jpg)
Wikinomics
Many people disagree
and say that…
• things are not changing so much
• many people are alienated by Web 2.0
• digital natives are less common than
we think
![Page 106: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/106.jpg)
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
• demographics (digital natives)
• economics (the global economy)
![Page 107: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/107.jpg)
Wikinomics
global economy
the whole world is made
available as a market
through internet retailing
![Page 108: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/108.jpg)
Wikinomics
the perfect storm
any media
company trying
to operate without
web 2.0 will flounder
![Page 109: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/109.jpg)
Do you believe this?
Media in the on-line age
![Page 110: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/110.jpg)
Wikinomics
Many people disagree
![Page 111: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/111.jpg)
Wikinomics
Many people disagree
and say that…
![Page 112: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/112.jpg)
Wikinomics
Many people disagree
and say that…
• things are not changing so much
![Page 113: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/113.jpg)
Wikinomics
Many people disagree
and say that…
• things are not changing so much
• many people are alienated by Web 2.0
![Page 114: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/114.jpg)
Wikinomics
Many people disagree
and say that…
• things are not changing so much
• a lot of people are alienated by Web 2.0
• digital natives are less common than
we think
![Page 115: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/115.jpg)
On-lineTV
Media in the on-line age
![Page 116: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/116.jpg)
On-line TV
iPlayer
![Page 117: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/117.jpg)
On-line TV
iPlayer
• Launched by the BBC in 2008
![Page 118: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/118.jpg)
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
![Page 119: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/119.jpg)
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
(convergence at work – web invisible)
![Page 120: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/120.jpg)
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
(convergence at work – web invisible)
• made available for portable devices
![Page 121: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/121.jpg)
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
(convergence at work – web invisible)
• made available for portable devices
• public service response to commercial
threat
![Page 122: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/122.jpg)
On-line TV
Advantages of on-line TV
![Page 123: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/123.jpg)
On-line TV
Advantages of on-line TV
• increases audience share with downloads
![Page 124: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/124.jpg)
On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
![Page 125: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/125.jpg)
On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
• attractive to “digital native” audience
![Page 126: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/126.jpg)
On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
• attractive to “digital native” audience
READ PAGES 96 & 97
![Page 127: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/127.jpg)
On-line TV
EXAM QUESTION
Consider two media areas - what
difference has Web 2.0 made to
their production and comsumption?
Has everything really changed in both
cases - as some people would suggest?
![Page 128: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/128.jpg)
![Page 129: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/129.jpg)
Web 2.0
Media in the on-line age
![Page 130: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/130.jpg)
Web 2.0
A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators
(prosumers) of user-generated content in a
virtual community, in contrast to websites where users
(consumers) are limited to the passive viewing of content
that was created for them.
Media in the on-line age
![Page 131: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/131.jpg)
Web 2.0
Examples of Web 2.0 include
Media in the on-line age
![Page 132: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/132.jpg)
Web 2.0
Examples of Web 2.0 include
• social networking sites
Media in the on-line age
![Page 133: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/133.jpg)
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
Media in the on-line age
![Page 134: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/134.jpg)
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
Media in the on-line age
![Page 135: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/135.jpg)
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
• video sharing sites
Media in the on-line age
![Page 136: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/136.jpg)
![Page 137: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/137.jpg)
Web 2.0
A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators
(prosumers) of user-generated content in a
virtual community, in contrast to websites where users
(consumers) are limited to the passive viewing of content
that was created for them.
Media in the on-line age
![Page 138: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/138.jpg)
Web 2.0
Although the term suggests a new version of the World Wide Web,
it does not refer to an update to any technical specification,
but rather to cumulative changes in the ways software developers
and end-users use the Web.
Media in the on-line age
![Page 139: Themusicindustryexpanded](https://reader034.fdocuments.in/reader034/viewer/2022042818/55aa8f391a28ab3a6f8b4606/html5/thumbnails/139.jpg)
Web 2.0
Tim Berners-Lee, the inventor of
the web has said that he always
intended the web to be used in
this way so has dismissed the term
as “jargon”.
Media in the on-line age