Module 1 Notes
Module 1 Notes RTV 3001
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MATH 11B - 01
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This 8 page Class Notes was uploaded by Kayla Korbel on Tuesday January 19, 2016. The Class Notes belongs to RTV 3001 at University of Florida taught by Orsnoff in Winter 2016. Since its upload, it has received 44 views. For similar materials see Intro to Telecommunications in Advertising at University of Florida.
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Date Created: 01/19/16
RTV3001 Module 1 READINGS: Winners and Losers: The Changing Media Ad Landscape, 1980-2011 one of the most remarkable trends has been the upheaval in the advertising landscape. rise of the Internet, the continued expansion of cable TV, and the dramatic . s repapsen y l lai cepse - - tni rp fo eni l ced digital advertising has held first place in terms of growth -- still dominated by the Internet but now growing to include ad-supported media delivered via mobile Web and apps. From 1997 to 2010, Internet advertising revenue soared 2,788% from $900 million to $26 billion, according to the Interactive Advertising Bureau. In the last five years, revenues almost doubled from $3.8 billion in the first quarter of 2006 to $7.3 billion in the first quarter of 2011. (online advertising) This growth continues to be mostly dominated by pure-play Internet companies, including search giants Google and Yahoo, a host of online display ad networks, and social media sites led by Facebook. After the Internet, cable TV has enjoyed the biggest expansion among all media in terms of ad revenue and share In terms of total revenue, outdoor advertising has grown slowly -- but steadily -- since Universal McCann started tracking advertising spending in the first half of the 20th century Part of outdoor's growth is undoubtedly due to technological developments at . sseni sub eht fo s level l la outdoor revenues are less threatened by technological disruption than other media. That's due to substantial barriers to entry -- especially the high cost of installing and operating digital signage on a large scale. "captive audiences" in places like office building elevators, the gas pump, and sbul c ht laeh The majority of TV ad revenue continues to come from traditional broadcast advertising, which grew steadily until recent years The medium's share of total ad dollars had actually been shrinking since the , s0991-dim RTV3001 Module 1 1/5/16 Like broadcast TV, radio was already a mature medium in 1980, with a two-decade lead on its younger broadcast sibling. As a result, its growth in previous years, while steady, was less spectacular -- and it suffered more substantial losses beginning in the middle years of the last decade, as the rise of the Internet combined with the recession to threaten broadcast revenues. (magazines) Overall circulation figures do not correspond to changes in ad pages, but newsstand sales (which are, again, viewed as a more reliable indicator) show an unmistakable downward trend roughly parallel to the ad page declines — the share remains low newspaper industry, which grew alongside other traditional media during the 1980s and 1990s, but then witnessed a breathtaking decline over just the last few years. Like radio and magazines, online ad revenues remain a relatively small part of total newspaper advertising. Expect a Seismic Shift in Video Consumption (Mitch Barns) Television will change more in the next ﬁve years than in the last 50 - seismic shift In fact, we see ﬁve signiﬁcant and interrelated trends emerging that will shape the media business in the immediate future and beyond. First, distribution channels will continue to merge. These shifts mean that “TV” as shorthand for video content doesn’t work anymore. Ultimately, the marketplace will be device- neutral, and will follow “video.” Some frame this in a “TV is dead” metaphor. This couldn’t be further from the truth. We access more content now than ever before: The average American consumes nearly 60 hours of content each week across different screens, including computers, mobile devices and TV sets. Viewed through the content lens, “TV” is being viewed more often, for longer, and across more occasions, platforms and devices. Second, the advertising solution will no longer be just about demographics Increasingly, information about consumers’ behaviors and geographic location will enhance today’s method of ferreting out customers using only age and gender as a proxy. Today, most of the digital marketplace works this way, but over time, more of the media landscape will join them. As they’ve indicated, companies like Comcast and Time Warner Cable have an opportunity to push forward the addressability of video advertising. Ultimately, any brand will be able to move beyond the current proxy system to get to their precise audience on any platform. RTV3001 Module 1 1/5/16 Third, as viewers continue to move more ﬂuidly across distribution channels, so too, will advertising dollars As those viewers move, chief marketing ofﬁcers will want to follow them in real time. For the marketplace to truly evolve into a real-time world, it will need to accurately encompass the cross-platform space so that marketers are no longer working in silos. They will need to get conﬁrmation from a trusted independent source that their real-time dollars paid for the intended viewers, not fraudulent bot trafﬁc or off-target audiences. Fourth, many companies (media and otherwise) will use their own rich data to help determine who their speciﬁc consumer is Right now, Big Data is too often a description of a problem, and not a solution. The solution will be found by marrying each company’s own data set to other, more representative information. The harnessing of this disparate data to produce simple, actionable insights will result in better decisions. Companies can use their assets — consumer relationships, ad sales relationship, and consumer insights — to build and leverage partnerships that open the door to ﬁnding their perfect consumer. Joining and unlocking this type of information is a formidable task, requiring rigorous measurement science to do it well. Fifth, independent measurement will matter more than ever before. Globally, we see that when a market aligns around a common metric, one that is independent and trusted by all sides, the industry grows quicker and healthier. Delivering a complete and accurate view of the consumer, across all devices and distribution channels, requires the best measurement science available. While there are many planning and custom solutions out there, history shows that markets prefer to trade on a single, common, trusted measurement. That measurement requires the highest level of efﬁcacy, conﬁdence and transparency as it drives decisions related to millions, if not billions, of dollars of marketplace trade. Consumer preferences over the devices and platforms used to access content will continue to change — and likely quickly. Adapting to these changes comes with growing pains, marketplace feedback and, hopefully, a bit of self-reﬂection to understand what needs to be reimagined. For the foreseeable future, we need to rethink the way we deﬁne TV. It needs to extend beyond a myopic view of the standard living room and big-screen experience to the myriad ways that video content is today consumed. Ultimately, the marketplace will demand a rigorous, independent measurement before it’s willing to trade billions of dollars. RTV3001 Module 1 1/5/16 Video Content's Evolution (Oded Napchi) Technology doesn’t drive storytelling. The same content formats have existed for 75 years, since TV’s early days. The Internet’s technological capabilities had no effect on storytelling of online video content What did revolutionize video content? storytelling didn’t change; it just became more segmented, better targeted to speciﬁc audiences. The template (storytelling) of the show didn’t change -- the way we ﬁll the template has changed. This echoes signiﬁcant change in the technological sphere. During the '80s, we transitioned from terrestrial broadcast with one to four channels per country, to analog cables with 10-20 channels. Then digital channels appeared, which opened hundreds of channels, and in recent years, the Internet generated unlimited channels. We need to revolutionize content distribution over the Internet. We currently still imitate the broadcast model. Through “broadcasters” like Hulu, Netﬂix, or YouTube, we choose what we want to see. Here, we lose the advantage of the Internet as a new distribution model, as we still think in the context of channels. I can create an inﬁnite number of channels, but people still need to enter the channels, and Netﬂix’s content search algorithm still requires entering a speciﬁc site (Netﬂix). “content searching for people,” not “people searching for content.” With vast advertising knowledge, it’s easy for us to understand which show a person’s interested in watching. NFL Sunday Ticket: The easiest way to derail the AT&T - DirecTV deal (Roger Cheng) DirecTV’s relationship with the NFL and maintaining the sunday ticket package is critical enough to the $48.5 billion merger with AT&T that it is deemed a deal breaker New Challenges Chip Away at Cable’s Pillar of Proﬁt (David Carr) Aero proclaimed to the supreme court the notion of a third party grabbing broadcast signals through an array of antennas and serving up the programming over the internet without paying retransmission fees RTV3001 Module 1 1/5/16 Amid new technologies, TV is at a turning point (Hiawatha Bay) On Tuesday, the Supreme Court heard arguments in the case of Aereo, a company that transmits broadcast TV over the Internet without paying broadcasters for the privilege. If the high court rules that this is legal, it could devastate traditional TV companies. “The television industry is in transformation,” said independent media analyst Jeffrey Kagan. “This entire space is going to be a completely different space in ﬁve years.” But Aereo argues that it’s transmitting thousands of separate video streams, each to an individual user. That’s not public retransmission, the company claims, and so it owes no fees. If Aereo wins, cable and satellite TV companies could set up similar systems, costing broadcasters about $4 billion per year in lost retransmission fees. By offering only older programs, HBO is being careful not to alienate the cable TV companies. LECTURES: 1.1 What do We mean by a System? communication system electronic media today - hundreds of sources of info - delivering pictures, music, sound, etc on multiple devices the world of electronic media is increasingly complex, and composed of an increasingly large number of participants these participants form the system systems approach - communication is discrete elements composed of subsystems (radio, television, cable) the system and its components interact with other systems (education, health care, economic, etc) RTV3001 Module 1 1/5/16 1.3 How does electronic media system interact with other systems? Political/legal - establishes limits on what the communication systems may or may not do WHILE the communications systems provides the means for government ofﬁcials to reach citizens Transportation - the need to provide frequencies for aircraft, emergency vehicles, delivery trucks and communications with home basis come from electronic media Military - the development of radio was ﬁrst pushed by army and military looking for means of communication during battles and war - the internet was ﬁrst developed with funding by the defense department - communication provides a means for military ofﬁcials to communicate info to the public Relative power and relationships among systems in constant ﬂux - form coalitions to increase power Political candidates are dependent on communications to reach voters Systems and their components behave to survive They compete for resources They sometimes cooperate with others for mutual beneﬁt They must adapt to new conditions They must evolve and often grow 1.3 What are the components of the Electronic Media System? electronic media: newspapers, magazines, motion pictures, billboards, etc delivery systems - bring content directly to end user (broadcast stations, cable systems, newspapers, ISP’s, DBS, radio, tv, etc) distribution systems - those which bring content to the delivery system from the creators. For technical, political, and economical content RARELY goes from creator directly to consumer (networks, satellite systems, telephone, syndicators, etc) Content creators - Film studio, sports team, league, etc. They own the content, but allow others to distribute and deliver it Online sites / services - newest addition, similar to delivery and distribution systems RTV3001 Module 1 1/5/16 Equipment manufacturers - consumer and professional. Play a major role in electronic media. The move to digital television in the 90’s was pushed by equipment manufacturers seeking to sell more equipment to media outlets and consumers Regulatory/policy - federal, state, international. Fed. communications commission. Govern electronic media. Advertisers - key aspect of electronic medias ability to survive and thrive. Audience research companies - to know WHO is listening/watching and their characteristics such as gender. Consumers/audience - effect components by choices of what to view 1.4 How do the components (of the electronic media system) interact? competition is on many levels (audiences, content, talent, advertisers) they are customers of each others services they collaborate/cooperate to promote their industries they lobby 1.5 How does the external environment affect the media system? systems approach - exist in an environment in which outside forces can affect system (open system) environment examples - delivery media, advertisers, regulation, research ﬁrms, etc. technology - technologies are created for other purposes but adapted by the communications system 2 advances - digital technologies - emerge from computer and informations technology sector and have revolutionized creation, distribution, and delivery of content RTV3001 Module 1 1/5/16 miniaturization - grew out of military, aerospace, and other sectors. Has led to handheld video, mobile HI-DEF video screens, and arial news coverage from small drone aircraft Economics - globalization - has had a major impact on the electronic media and other components of the communication system TV programs are increasingly available in many countries ad budgets - budgets for advertising are affected by economic conditions - for ex. the recession interest rates/investors/stock - the stock market and ﬁnancial situations can affect the ability of a television network to invest capital in new equipment or a television company from increasing channel capacity consumer and hardware purchases - consumer behavior. Companies want to judge consumers interest and ability to purchase before making decisions demographics - trends. Increasing size or buying power of certain demographic groups leads to the creation and delivery of different content. We are changing how we access content.
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