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| Imagine TV online. Promote, I know it’s difficultly, but attempt. Think about all that the maintenance: films, situation comedies, sports meets, paper clips of news, the reservation spot news - all it. I assume this exhaustive cargo translated in the digital form and kept on huge videos on demand servers. While, not the most part prediction … I know. No |
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It was the middle of 1990 and, being the new graduate of college, I spoke shop with friends in the middle of night in half of empty bar. The stranger about us informed us, that it was the head from Si-Bi-Es even thus, that nobody has asked. Obviously our chat was a material of public research, but the input of the stranger was rather long-awaited. Besides, he looked around thirty five. Probably he knew something.
The guy was employed. He liked to speak more than hearing but when he really listened, he nodded in liking with our problems and judiciously answered questions. He tried to guarantee very much, that we knew, in which management television business was headed. I forget its name, but I will never forget its words: “you will be an own network.”
I do not know, whether there was it its drama delivery absorbed by vodka or my own condescension which has left me susceptible to depth, but its authoritative declaration has filled the moment. I knew nothing about the Internet back then. I vaguely knew about an appearing century of computers, if only through coverings of magazines.
I thought that consumer freedom, networks, and the technology intended for me. I have imagined TV of the first-rate quality with the built in cable, video games and massive computer microcircuits. (Do not forget, those days I was a considerable quantity of common sense of beer than something else). My primitive concept of convergence has been stirred.
Those were precipitate days of convergence. For non-participatory it was more question of to be on an outer side and not search something, was on an outer side and zagljadyvanii. Changes were in movement, but, really who knew? In several short phones of years of the company would be in television business, Internet suppliers become cars of mass-media as the companies - software developers and search cars would compete for the superiority.
Affairs have been made, and business has been made on norm causing dizziness. We at all have not heard the computer firms, which names and products about, any more not speaking about used, were swallowed in a fast step. The technology party was that. Nevertheless other business sectors did not follow the claim in this uneasy development.
Therefore convergence - the natural phenomenon, where the untied companies can become spouses (or competitors) suddenly with introduction of new digital statements or abilities. Convergence was not a compulsory march, but technological merge, it has accelerated process of maintenance of technology to the consumer which reconstructs our lives.
I see it in advertising online - in search. ICMediaDirect.com, advertising agency online, owes all to an infrastructure on which its network is constructed. What line connection possibility meant in 1990? We would operate what announcements? We would make references by phone to various commercial departments and drawing rooms to rooms – who will answer anyhow? The generation of businessmen behaved the occupied performance something else then. Probably they reduced lawns or sold insurance, I do not know.
That old bar was not a unique nursery of convergence when, which drinking prophet spoke with me:
• the middle of 1990 has brought to us the personal computer. They became practical and possible. Today they are in 75 % of the American house economy.
• During this same period the big companies, as AOL and Microsoft, have constructed an infrastructure of possibility of connection on large scale, so much others smaller ISPs have appeared to provide possible communication online for weights.
• technology of Local networks (LAN) became unified. It was the important step for corporations be able incorporate to wider networks of area. It considered as "standard blocks" Internet.
• Advance payments in hardware and software platforms allow the companies, and developers build the practical software of a server and the statement in possible scale. Until then, what made servers of a network were expensive and risky affairs.
• Digital tools of creation of mass-media. To the middle 1990 software entered wild improvements of a drawing, the text, and audio. Digital advancements of mass-media heated enough reference to start engines of infrastructural improvements.
Again, individually, they were fine technical events. But together they have involuntarily constructed a surprising platform from which we communicate right now. And convergence process has not ended, only it is difficult to recognise, while results are not a little more material.
Allow me to give other comparison. Probably we testify something big during these Winter Olympic Games. Standard estimations could decrease, but not play the fool, eat more to history. With more than week of the coverage, left Olympic website NBC, has already involved 167 million spectators in their site, it - still approximately 20 million, than all 2002 visitors Solt Lejk. And a website 2006 - considerably improved.
The Internet and TV: they - two competing mass-media or one-two combinations? NBC answers this question, effectively using compatibilities both. Digital ability is used to support radio relay offers, not to steal spectators. If something, they serve as addition each other.
To NBC there is no too big distinction. They already flew 4.2 million video online. To it of 4.2 million it is unique considered announcements at top of those 167 million spectators to their website, not too shabby. NBC uses utility of convergence today and wins on both fronts. Their digital offers allow the added information, it is more than video than ever, and information concerning when they can see events on TV.
I still onboard, "you will be an own network” concept. It is strong advantage to consider a progression without a seam in mass-media. It means simply, that at the end user is more choice because of the generous nature of technology.
Allow to lift to me where my television executive friend has terminated approximately a decade ago and to play a role of the prophet of convergence. We have all ability of penetration into an essence, we should see the future. We should appreciate, what works and expect today merging ways of mass-media. I think, that the Search TV moves ahead.
Imagine TV online. Promote, I know, that it is firm, but to try. Think about all that the maintenance: films, situation comedies, sports meets, paper clips of news, the reservation spot news - all it. I assume this exhaustive cargo translated in the digital form and kept on huge videos on demand servers. While, not the prediction most part … I know. Only when search is included into the equation.
We are going be able run, rummages our TVs in almost same way by which we do now through Google or Yahoo. We will receive results quickly, and with them we will receive the corresponding announcements occurring from criteria of search. They will be presented accurately on the screen in boxes.
The advertising income will eliminate a today's format of a payment in representation, and spectators will receive precisely, that they search or at least for something, that interests them. Finally, Bruce Springsteen should stop to play “57 Channels (And Nothin ’ On)” live as the Search TV will be banal before its resignation. But Bruce will not be too upset, as it will be an own network, also. |
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| About the Author |
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Joseph Pratt
Analyst of mass-media
ICMediaDirect
http://www.icmediadirect.com
e: joseph@icmediadirect.com
Article source: http://www. ArticlesTake.com/author-joseph-pratt-29.html |
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