MDA20010 The Media in Australia - Research Essay

Introduction 

Technologies since its beginning has been dictating our lifestyle, attitudes, beliefs, and even mindsets. Rapid advancement in technologies is constantly introducing new innovations, which has not only reshaped the choices, demands and accessibilities of general public but at the same it has re-designed the products, services and its availabilities. Internet and computers are the most ultimate invention of the technological era. It besides presenting multiple advantages and opportunities among all spheres of life, at the same time have also generated certain challenges. Particularly advancement in technologies influencing the choices and psyche of a common man has greatly affected the conventional modes of operations among business and service segments.  

Before the ripening of technologies, television and cinema were the prominent source of information, entertainment and advertising as well. A Significant number of people were associated with television and cinema industry, communities having meager accessibilities and entertainment avenues both the mentioned segments were also a quite profitable business. However, advancement in technologies, particularly the boost in communication means, immeasurably influenced both the segments. Digital technology has allowed for improved and enhanced television services and for a more efficient usage of available spectrum (Free 2010, p. 834). Though, advanced technologies significantly enhaced the quality and deliverance of end-products of both the segments, but simultaneously it adversely affected their revenues.  

Digital platform a brainchild of the advance technologies has effectively taken over the conventional modes of television and cinema. Moreover, “streaming service”, a product of digital platform has appeared as a prominent challenge for television segment. 

Television and Cinema past – present - future:

Past: - Television services started its journey in the early nineteens, shifting from mechanical to electronic tv sets, black n white to colour, TV has passed through various stages. In the beginning there were fewer TV stations providing services to scantiest number of TV sets, it was the testing phase of television broadcasting service. Throughout the 1920s and 1930s, a number of countries experimented with various mechanical and electronic methods of television, and there many claims made as to who was first with a true television system or service (Higgins 2007, p. 12). 

During this phase, Fewer programs like sports and shows were presented on television. The look of television was simple and straightforward (Medoff & Kaye 2011, p. 46). Later on, as more developments were made among the TV services, having increased number of viewers and TV sets, it started commercial services as well. Television had already been invented by the time of the second world war, but it was until after the war that it rapidly gained popularity all round the world to become the mainstay of the mass media in the latter half of the twentieth century (Fuchs, Kasahara, Saaler 2018, p. 306).  

As there were no productive source for conveying messages and opinions to large communities, TV channels were regarded as the most preferred choice for product marketing and information. TV channels were making good business through advertisements on their channels. However, as everything was done manually at TV channels, the entire planning, designing and production procedures were quite laborious. Even the actors had to wear green makeup, with black lipsticks as cameras at that time were not prone to white colour, also had to perform under the intense heat of lights required for capturing their performance in cameras (Dominick 2010, p. 228). 

Similar to TV, cinema also have to pass through many developmental phases. It started in 1895 when moving pictures were displayed to the audience against some payments. The moving pictures displayed were only of few minutes length and were presented in dark rooms or any other spaces. Later on the same moving pictures developed into a movie synchronized with sound of more length being displayed in purposely built dark halls (cinema).   

Present: 

TV and Cinemas at present are the most upgraded versions. TV services is loaded with heaps of different channels offering varied types of programs but besides getting more modernized TV has lost good number of viewers. Easy accessibility of many other entertainment and information sources, is the main reason of TV viewers shifting to other platforms. Viewers have begun to view programs on their mobile devices such as smartphones or portable video players (Sharma, Tan, Pereira 2012, p. 408).

 Moreover, due to various other advertising and marketing options available at present, revenues generation of TV has also affected. Whereas, owing to the changes in peoples life schedule, mindset and attitude cinemas are also losing businesses. Cinema is no longer contemporaneous with its present day economic and social structures (Gaudreault & Marion 2015, p. 28). Decline in business and less people turning to cinemas are the main reasons for cinemas shifting their status into live show arenas, shopping mall or recreational clubs. 

Future:

TV and cinema were a success until other means of displaying information and entertainment were not discovered. Busy life schedules and accessibility of Cinema and TV’s content through other sources on different platforms have not only affected the services and business of TV and Cinemas but have also jeopardized the existence of both the mediums in future.    

Advent of Digital Technologies:

Digital technologies can rightly be termed as the ‘game changer’ for all media related services and fields, particularly TV and Cinema. As stated by Johnson (2015) that quite prominently, the rise of digital technologies has led to a redistribution of power from brands to consumers. Digital technologies providing various platforms and source options, has empowered the viewers to influence the service and content providers on what, how and where to present. In real terms it is the viewers choice or demands that compels the presenters on digital platforms to constantly modify their services and content presentation making it more accessible and appealing for the users.

Technology is not only bringing the change in the way of creation and procurement of content but also bringing an accelerated change in the way of consumption and delivery to the end user (Puri 2015). Digital technology by presenting, multiple advance technique and tools has completely changed the operational, designing and production procedures among all sects of the media related services. Media operations as compared to the past are now least laborious, less time consuming and of high quality. Digital technology has minimized the manpower requirements by accumulating various tasks on a single computer screen. Acknowledging the unlimited advantages being offered by digital technologies, media concerns are aligning their operational procedures with the same technologies.   

Digital Platforms:

Traditionally, watching TV at home with family or going cinema was an idea of leisure. Moreover, TV was the most effective source of advertising, information and entertainment. However, the birth of digital platforms like Netflix, Hulu, YouTube, Facebook and Twitter completely altered the concept of leisure and conventional advertising trends. Digital platforms providing varied sources of entertainment, communication and information on handy portable small screens have diverted the audience of TV and Cinema to the devices equipped with digital technology. 

Due to its multiple features, Digital platforms in a very short span in different forms became an associate of almost every community member. Not only the individuals but considering the approach and productivity, the same platforms are now extensively being used by the business companies for varied purposes. Companies continue to examine ways to use their digital platforms to develop new revenue streams (Albarran 2017, p. 213).    

Digital Platform vs Conventional TV and Cinema:

Mainly it is the content and the range of choices that is appealing for the audience. The contents displayed on TV channels before the era of digital technology were mostly of short durations, with poor picture quality, unsynchronized sound, and interrupted streaming. Moreover, the displayed content on TV screens was entirely the channels discretion, viewer’s choice could not be entertained due to the absence of any means of communication or feedbacks. Hence, audience were compelled to view whatever is presented.           

Also owing to the technology restrictions TV program standards could not be improved. Most of the programs at that time were recorded in a studio, for instance, news shows were primarily a newscaster reading the news, with an occasional piece of film accompanying the story (Medoff & Kaye 2011, p. 46). As watching moving faces and objects on a screen wrapped in wooden box was a new concept, audience couldn’t notice the flaws. Even having no other entertainment options TV and Cinema became popular among the community masses. 

Cinema was equally popular as of TV, as more developments were made in TV services, more enhanced quality contents were added for the viewers, gradually people got diverted to the TV channels. Cinema, became an occasional entertainment. 

Television and Cinema entered Australia in much refined form. Television commenced for metropolitan Australia in 1956, with a national public broadcaster, the Australian Broadcasting Corporation (ABC) and two commercial stations (Driscoll 2016, p. 21).  At that time there was no concept of Digital Technology. However, the start of internet in 90’s followed by the advancements in digital technologies, created many challenges for TV and Cinema segments. 

Due to the advent of online media, the first to be affected were media, film and music businesses (Jurriens & Tapsell 2017). As the facilities and variety of choices Digital Platform was offering has already amended the mindset and demands of a common man, prominent online platforms like Netflix and Hulu greatly affected the Cinema industry. The mentioned online platforms are offering a wide range of movies to be selected from against some payment which the consumer can watch as per his convenience on his preferred device. Even online movie platforms proved to be quite economical as well, as for a single payment as many numbers of person could watch the movie simultaneously. 

Video piracy is another challenge that has posed a serious threat for the cinemas, owing to the fast communication means digital platforms is offering.  The exchange of pirated products takes place in several ways, some are web based, while other do not require internet (Piotr & Danny 2009, p. 26). Video piracy is not causing monetary losses to the movie makers but also is serving as an advantage to the individual movie exhibitors.  

TV channels are also countering with various challenges posed by the multiple services offered by Digital Platforms. In the past TV programs were viewed approximately for 4 -5 hours in a single house, in contrast due to the availability of recorded programs on platforms like YouTube, and online streaming facilities, programs on TV are occasionally viewed. Though almost every home in Australia is equipped with one or more than one LED screens connected with a TV cable, but most of the screens are used for playing games or online communication such as Skype. 

According to Telesca, Slabeva & Rakocevic (2010, p. 109) the TV business is no longer restricted to few actors, but is becoming territory to be conquered by new entrants from industries like Internet and telecommunication. Ease of viewing TV contents on personal mobile devices, anywhere and anytime can be claimed as the biggest reason for TV audience switching to other online platforms. Though private production houses and TV channels are continuously adding more quality ingredients making their products more appealing for the TV audience, but considering the various viewing options presented by the Digital Platforms, they are supplying the same contents to the online platforms. Hence, giving more share of business to the Digital Platforms, as they have more consumers compared to the TV audience. 

Government and Concerned Authority’s Role:

Digital Platforms are not only influencing the traditional media TV and Cinema but its impacts are also observed among the communities, culture even on governments as well.  protecting the rights of the community members, maintaining business ethics and restricting unethical or illegal contents, role of government in the digital economy has been rising (Noam 2018, p. 300). 

Government or concerned authorities should design and implement policies prescribing bylaws and guidelines for the Digital Platform mangers, service providers and the consumers also. To monitor the communication done through these platforms and flow of data on online platform, Government should establish a link with all the online service providers within its jurisdiction. It will not only enable to monitor the activities done the online platforms but will also aid in restricting illegal or harmful contents flowing out or in the country’s borders.