BTEC LEVEL 3
DIPLOMA IN CREATIVE MEDIA PRODUCTION
UNIT 8:
Understanding the television and film industries
ASSIGNMENT 4/LO4:
Understanding developing technologies in the television and film industries
By: Sophie Samengo-Turner
Teacher: Ms Ahmadian
Explore how the
advances in technology have changed the ways in which audiences view media and
how producers select media content in the TV and Film industry
There have been many improvements and advances in technology in the film
and television industry which have affected the audience and film makers. ‘Since 2006, developments in technology have been good for:
·
Google TM
·
Pirates
·
Major studios
·
Talent –
actors or presenters who appeared in a range of formats
·
BskyB
·
Companies who
produce content which appeals to audiences’
(Bayli et al,
2010, p. 152)
In this assignment I shall be looking at some of the
major changes and developments in technology and how they have affected the
audience and film makers.
Satellite
Technology that has improved and developed is
satellite. The way the satellite works is; someone sends a signal which is
received by the satellite. The satellite then sends the signal back to Earth and
is received through a satellite dish on the roof of a person’s house. The dish
is connected to a satellite television box which then displays an image on the
television screen. ‘The downside to satellite television is that if the
weather is bad, then this can affect the connection’
(Blogspot, 30/01/13), if the connection is affected then the signal could become
disconnected completely or cause a weak signal resulting in static. The area
that the satellite covers is called its ‘footprint’. A satellite footprint can
be extremely wide and cover an area over several countries or (in the case of
the US) states.
Cable
Another technological advancement that has developed
over the years is cable. ‘Cable
television, formerly known as Community Antenna Television or CATV, was born in
the mountains of Pennsylvania in 1948’
(About, 30/01/13). In the
mountainous area of Mahanoy city the residents were having difficulty receiving
any satellite signals from their nearby network stations. A husband and wife
electrical company decided to set up an antenna on a utility pole to pick up
radio signals. John Walson used a cable to connect the antenna to his store and
a few of the customers’ houses and modified the signal slightly to boost the
reception. This change in technology
gave the audience a more reliable signal since the cables went underground.
Satellite has a satellite dish that can be moved by the wind, rain and snow
disrupting the signal.
Analogue
Originally, all television signals were analogue. The signal transmitted was on a varying wave so it’s constantly
changing. This means that ‘Music and speech vary continuously in frequency and
amplitude’ (BBC 1,
30/01/13) which can cause the volume to become louder or quieter when
watching television or a disruption, such as a weak signal, would cause static.
There were only 5 channels available: BBC 1, BBC 2, ITV 1, Channel 4 and
Channel 5.Digital has now replaced analogue during the digital switch over that started in 2008 and finished in 2012 in the UK. ‘On 24 October 2012 the last remaining analogue transmitter signal was switched off in Northern Ireland’ (Freeview, 31/01/13). Since everyone had to switch there were help groups who guided people through the switchover. Some of the older generation were comfortable with the simple television. The television only had five channels, a remote with volume control, the ability to turn on/off the television and numbers to change channel. Now you can turn the TV on/off, control the volume, as well as, pausing, fast forwarding, rewinding and recording on the remote. There are also buttons such as the green, red, yellow and blue buttons which can let the user interact with the television. The new abilities and amount of channels available at the audiences’ fingertips has proved confusing for many users and so they’ve needed help to adjust.
The audience now had to adapt to the changes. To switch over to digital you either had to get a new television which was adapted to receive digital television or you had to buy a set to box. This gave you the digital channels available.
Digital
Digital can either read as 0 or 1. 0 means that it
is off and 1 means on. With the waves so close together there is more space
meaning that more channels can be included in the wave length. This is how
televisions box sets can have so many channels. The upgrade in technology from analogue to digital allows more channels
for broadcasters to create more programmes. It also gives the audience more
variety in what they want to watch. To change you either had to buy a new
television or get a set top box which would be able to pick up the digital
transmissions. Digital was a game changer for content providers such as
broadcasts, cable and satellite operators as well as for viewers and advertisers.
For content providers (such as film companies) the increase in channels meant
that there were suddenly more places they could show their products. For
viewers, they now had more channels and could watch special interest channels
(sports, history, etc) on the normal mainline channels such as BBC and ITV
since more could fit in. With all this spare space available for content
providers, the number of channels has meant that budgets for individual
programmes has fallen. Thus, big dramas have given way to cheaper ‘reality’
shows and soaps.
Film-based
Many people assume that when something is film-based, it involves
adapting a film and changing it into another media form. The film-based
technologies that I will talk about are technologies which have developed and
improved films. For example, the film King
Kong (1933, 1976, 2005) has been remade three times to adapt and update
itself to current technological advances. Each time the film was remade it has
been created using the latest advancements in film technology of that time. CGI
(computer generated image) was used in the latest film to create a more
realistic King Kong ape. There are lots of other films which have been remade.
For example True Grit (1969, 1978,
2010) has also been remade. This was remade because there was better camera
technology and better noises for guns. It is also a good story which had a
market and so it was possible to remake. Some of the most remade films are from
the comic book franchise, the Batman franchise
and Superman franchise.
I also want to talk about technology that started
off being created to use in film and was then adapted for outside use. For
example, 3D was created to give the impression of the image coming out of the
screen, now it ‘can also be
used for medical purposes such as making 3D x-rays’ (Blogspot
2, 31/01/13). There is
also CGI. CGI can be used to create an animated visual image which represents
an idea or concept. It is effective if you are an architect and you are trying
to sell your idea. This technology started off in cinema and has been used to
create a whole film, the background in a film or the characters as shown in the
pictures below. The pictures below show the CGI used to create the film The Avengers (2012). The effects were
used by the film makers to create New York City; so that they could throw
people/machines into buildings, cause an explosion and not have to pay for
repairs. There is also the good example of the CGI character, the Hulk.
Technology such as CGI and 3D is important for
producers because it means they can expand their imagination and the
possibilities are limitless. Producers are producing more computer generated
films because of the profit they make at the cinema, as audiences flood to
catch the latest films with outstanding technology. Technology such as CGI is
also important in giving the audience what they want. Using the example of The Avengers, a film based on different
graphic novels/comic books, the audience expect the villains and characters to
be similar to the ones from the comics. By using CGI it is possible to create
some of the horrid looking villains which comic book readers know thus helping
gain more viewers. HD was also started in films, the high definition image made
the image even more realistic to the viewers. The advances in film technology
are directly connected to the advances in computer storage and handling. HD,
CGI and 3D films need more storage than old analogue films. As storage capacity
increased so did the ability of film makers to utilise new tricks to make films
better.
Interactive
Television is now much more interactive for the
user. For example, from the picture above you can see that by pressing the red
button on your remote control you can access extra footage. On Sky it is
possible to use the red button to play games and you can use the blue button to
tag your favourite channels so you can jump to them quickly. This means that
the audience has more power over the technology they own. This technology
affects the audience because it gives them the chance to get more out of their
box sets. It also gives producers the chance to expand on their programmes. For
instance, Strictly Come Dancing has a
red button advantage. During the episodes you can press the red button to gain
commentary on the dances that are happening. Televisions have also become more
interactive. Other than just using a remote control, there are now movement
sensitive television which allows you to turn the volume up/down, change
channel and more through touch screen technology. For the audience, this means
that if you have lost the remote you can still change channel without having to
get up and fiddle around with the box set. Interactivity enabled companies to
offer services such as gambling to operate more revenues. For example, there is
Sky Bingo and Sky Las Vegas both owned and advertised by BSkyB. There are some
televisions which connect to the internet and some which you need an Xbox or
other device connected on the internet. Once connected you can go and gamble
via your television giving you interactive power to bet. Producers also have a
bigger market in things like X Factor.
People can phone up and vote for the people they want to win. The amount of
votes they receive gives them money from each phone call and also gives a vague
statistic of how many people are watching. Not everyone watching these
programmes vote. With interactive, producers can expand their ways to get more
money using different techniques.
Internet
The internet has developed into an important element
in promoting a film. The internet can be used to spread trailers on websites
such as IMDb (Internet Movie Database) or YouTube. People can search the
internet for “sneak peeks” on the latest advancements in the filming, find out
who is in the film, learn the storyline and find fan websites dedicated to
getting more people interested in a franchise. Not all of these websites are an
advantage for the producer in the way of advertising. This is because people
post ‘spoilers’ which may have been supposed to remain secret and could destroy
and suspense or mystery about the film. ‘Not all publicity is good publicity, and the nature
of the internet makes it impossible to track all information that appears on
websites’ (Jones, 2005, p 122). This means that if
there is bad news spreading about a film it is almost impossible to track down
all of the rumours and take them down. Sky and other television companies have
websites like Sky Go which allows you to access channels, programmes and
recorded items via devices connected to the internet such as an Ipad or tablet.
This also means that if you missed a programme you can catch up, for example,
you can use BBC iplayer which allows you to see, or re-see, all the content of
the past couple of weeks. This gives the audience more chance to watch films
and television and the company can monitor how many people are watching the
programmes to gather information on how popular it is. Audiences are now able
to sign up for subscriptions to websites that allows the audience to stream
films and programmes. This is known as streaming which I shall discuss further
later on. Some people do use the internet for mal intent when it comes to
films. People upload pirate copies onto pirate websites or YouTube. Many videos
are removed from YouTube due to copyright infringement. This means people don’t
go to the cinema or buy the DVD which causes a loss on behalf of the producers
and film companies and means they will have less to invest in the next project.
Film piracy is on the greatest challenges facing the media industry and a huge
amount of research is being used to track down pirates. BBC has just confirmed
that they will be uploading their programmes to BBC Iplayer before they show
them on television. ‘The BBC will make a number
of shows available to view online before their TV transmission’ (Digital spy 2, 14/02/13).
This is a step to making televisions pointless and redundant. If every sight
like iplayer did this then why should anyone watch television when they can
watch the programme online first?
High-definition
HD
television is a big development in film and television technology. HD stands
for High Definition. As you can see from the picture above, there is quite a
big difference between standard definition (SD) and high definition. High definition means a higher
quality as shown by the picture. The image is sharper and clearer. To use HD you need a specific box set which
allows high definition signals and a television which projects in HD. ‘Televisions are considered
HD-ready if the screen has enough pixels to display a high definition picture
and must be capable of displaying pictures with either 720 or 1080 vertical
lines’ (BBC 2, 05/02/13).
There are not only HD televisions, you can also get HD DVDs, Blu Ray Discs and
there is also HD audio. ‘Blu-ray Disc™ Players let you watch your favourite movie moments in true Full
High Definition with superior high resolution surround sound. By delivering 10
times the sound quality and 5 times the picture quality of DVD, Blu-ray
Disc™ […] gives you a more powerful movie experience.’ (Sony,
05/02/13).This advancement affects
the audience because they can now watch what they love in more detail. High
definition makes the image clearer giving them the chance to feel as though
they are in the action because it looks so realistic, as though you are seeing
it in real life. The problem is that only ‘a limited number of UK broadcasters […] offer HD services’ (BBC 3, 05/02/13). That means that if someone wanted anything high
definition, they would have to buy a new TV which would project the image and
buy/change to a box set that offers high definition. This change allows the
producer to create images in more detail. With a clearer image the producer can
insert smaller details which will be picked up. The problem is that with this
much clearer detail the make-up and hair crew need to make sure everything is
done more precisely. It is easier to pick up on mistakes and that bit of hair
that is out of place. Producers are using this technology more and more. This
might be to force people to upgrade since standard definition, like analogue,
will be replaced and will no longer exist.
Streaming
content
‘Streaming content means something
that is being continuously streamed from someone on the internet to different
people around the world who also are using the internet’ (Blog Spot
2, 06/02/13). For example, BBC iPlayer is a website that streams BBC television
programmes shown earlier in the day. If people missed a show they can normally
find it on the catch up website. As you can see by the picture below, by going
onto the BBC I player website, you can find out what is popular, search for the
programme you want or read the description to a programme you might consider
watching.
This advancement in the freedom to watch television
via streaming has affected the audience by allowing them to be able to watch
what they want, when they want if they are near a device connected to the
internet. This means that it is possible not to miss an episode of your
favourite programme. There are also companies such as Love Film which, after
paying a monthly membership fee, allow you to stream as many films as you want
within the terms of your membership. This advancement is also important to the
producers who create these programmes because it means they can see how many
people watch the programmes. It is not possible to count how many televisions
are on a certain channel but if people watch something online it is possible to
count how many have visited a certain page. It is also a problem for producers,
because people are using the ability to stream things online to stream pirate
videos/films via YouTube as mentioned earlier. Producers also receive money
through companies such as LoveFilm since they are paid to let the video be on
the website.
On-demand
viewing
On-demand viewing is streaming. Viewers have the
ability to watch programmes when they want, on their demand. 4 OD (4 On Demand)
is an on demand programme. It shows episodes from the different branches of
Channel 4 (as shown in the picture below) which have just come to pass and it
shows old television series. There is time availability on accessing these
programmes.
Netfilx
and LoveFilm are considered as On Demand (also known as Video On Demand – VOD)
viewing websites because after paying the monthly fees you have to ability to
watch programmes when you want. The
audience can pause/play, go back/forwards in the programmes/films as they want.
On demand viewing has the same benefits and problems as streaming programmes
does. This is an example of media convergence. It is possible to watch things
on the 4OD app on your iPad/iPod/mobile. If something is able to do more than
one thing it is called convergence. A phone is now able to take a photo, make
phone calls, play games and stream videos. Sky has an On Demand button in their
TV guide. Certain programmes are kept recorded and stored for up to a week on
the On Demand channels so the audience can view these films or programmes
without them recording it. People may go onto the On Demand section and
find something they consider looks interesting and watch it, there are only one
or two adverts occasionally but most of the time the programme is uninterrupted
giving the viewer a proper look at the programme.
Digital recordersAn important upgrade to the way people view programmes and films are digital recorders. With On Demand viewing and streaming content, you need to be connected to the internet. With digital recorders you do not need the internet. Companies such as Sky have created Sky + which gives you the ability to record programmes or films. Once they are on your list to be recorded you can series link it. For example, Game of Thrones (2011-) is at 10:00 pm, this person has set it to be recorded when it comes on and has the programme series linked so that when it comes on next week at it will also be recorded. This continues until the end of a series or when the person terminates the series link. Once something is recorded the Sky + subscriber can watch it whenever he/she wants to. Once something is recorded you can fast forward, rewind, pause or play throughout the episode. As long as programmes do not clash in timings for example, if Arrow (2012- ) was being recorded at 8:00 pm and The Big Bang Theory (2007- ) was also being recorded at 8:00pm then one would have to be deleted from the record list. An even newer development to the ability to record and store programmes and films on your box set, is the ability to do it from an electrical device such as an iPhone or ipad whilst far away from your TV. You can log into your Sky account and record or watch recorded series on the go. The ability to record and series link programmes has affected the audience because they no longer need to be seated in front of the television waiting for their programmes or films to come on. People also do not need to set up their DVD player or even DVD player to record a programme or film when it comes on. Also, the ability to record from your phone if you forgot to record something before you left the house allows the audience more freedom. The changes in technology have had good and bad affects on advertisers. On the one hand they can target audiences better – advertise for young people on MTV, older people on history. On the other hand, people can now fast forwards through the adverts meaning that people are not watching them. Advertisers have come up with a technique to try and manage this though. When fast forwarding it is easy to tell what each advert is for because there is a second in each of the advert where there is a simple shot of just the logo of the product. For example, if Sky was advertising a television programme then at the end of the advert for a brief moment, even if you are fast forwarding, you would see what the programme is called, which channel it’s on and what time. This way people see the adverts, just not in much detail.
Pay
per view
Cable
and satellite operators were able to find more ways of gaining money, by
charging a fee to watch a programme, pay per view. Pay per view is exactly as
it says. You pay for each time you view something. ‘The
broadcaster shows the event at the same time to everyone ordering it (as
opposed to video-on-demand systems, which allow viewers to see recorded
broadcasts at any time).’
(Blogspot, 30/01/13). A version of Sky pay per view is Sky Box Office.
People pay to watch films through the Sky Box Office before they go onto other
channels so other people can watch them. Another form of pay per view with Sky
is the ability to buy more channels. For example, if someone brought a Sky Box
set and it was not included in their contract to have sports channels then it
is possible to buy sports channels. There is also Now TV. Now TV was set up as
a PPV (Pay Per View) online television service. This will ‘enable people to pay for just the
content that they want, regardless of whether they are a Sky customer’ (Digital
Spy, 06/02/13). That means that even if you don’t have a Sky box set and
subscribe to Sky, you can pay to watch Sky programmes online. This technology is useful for the audience because
they can save money by deciding whether or not they want a full package,
including all the channels, or whether they want to decide which channels to
have, e.g. kids channels but not sports channels. It is also helpful if a
person isn’t connected to Sky because they can still have access to the
channels if they pay for it.
In conclusion, I have learnt that there have been
many developments in the television and film industries such as analogue to
cable and standard definition being developed to high definition. I have also
learnt that there are more ways to access films and television contents online.
I learnt that, although these means of advertisement and sharing television
contents can be useful for producers and film companies in finding out
statistics, it is also a problem because films and programmes can also be
shared and streamed illegally. Over the years we have also been able to
interact with our box sets and televisions as well as being able to record
programmes and films so it is hard to miss something. There is also a lot of
media convergence these days. You can stream/download programmes and film as
long as you have access to the internet, such as, watching something via a
mobile phone.
Bibliography
Baylis, P, Brockbank, D, Freedman, A, Hall, K,
Holmes, P, Morgan, D, Procter, N, Wardle, P. (2010).Creative Media Production Level, Pearson Education Limited
Jones, T. (2005).A
Level Film Studies for WJEC, Hodder Education
BBC 1: http://www.bbc.co.uk/schools/gcsebitesize/science/aqa_pre_2011/radiation/sendingrev2.shtml (Accessed 30/01/13)
Blogspot: http://damenexample.blogspot.co.uk/2011/10/developing-technologies-in-tv-and-film.html(Accessed 30/01/13)
Blogspot 2: http://vox-productions.blogspot.co.uk/2011/12/developing-technologies-in-tv-and-film.html (Accessed 31/01/13)
Digital Spy: http://www.digitalspy.co.uk/tech/news/a372307/sky-announces-now-tv-pay-per-view-streaming-service.html (Accessed 06/02/13)
Digital Spy 2: http://www.digitalspy.co.uk/media/news/a457355/bbc-to-broadcast-shows-on-iplayer-before-tv-transmission.html (Accessed 14/02/13)
hey, what grade did you achieve for this?
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