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基本説明
Can TV utilise the Internet in profitable ways to enhance its market position?
Full Description
This book will explore the questions raised by the technological developments that have encouraged the multiplication of TV channels. TV is moving through a period of rapid change. Governments around the world are switching from analogue to digital forms of transmission to further expand the amount of content that TV signals can carry. At the same time, competition for eyeballs has also grown from outside that traditional marketplace with the emergence of the Internet. The roll-out of broadband and increased bandwidth has had the greatest impact on television because online technology can readily convey the same content. All these changes have created a great deal more competition for viewers within the traditional TV marketplace. The Internet has proven to be especially popular with young people who have adopted its applications to a far greater extent than their elders, though even the latter have now begun to take up online activities in significant numbers. Are these audiences the same? Do people make a choice between these two media or do they use them both at different times and for different reasons? Can television utilise the Internet in profitable ways to enhance its market position? Will television have to evolve from its current state to provide the kinds of content reception services to which people have become accustomed in the online world? If it does need to change to survive, will this nevertheless mean a radical new configuration of content and the disappearance of 'channels' with fixed, pre-determined programme schedules?
Contents
Preface
About the author
Chapter 1: Audience evolution patterns
Growth of media supply and television viewing
Growth of the Internet
Implications of media expansion
The position of television in society
Changing patterns of consumption
Does one medium cannibalise another?
Models of displacement
Increase-decrease relationship
Competition or synergy?
Ensuring access, diversity and quality
Concluding remarks
Chapter 2: The importance of television and the Internet to media consumers
How important is television to people today?
The importance of digital
The importance of channels
Are we satisfied with television channels?
The importance of programme service values
The importance of programme genres
Behavioural evidence of what is important to media consumers
The importance of the Internet
Concluding remarks
Chapter 3: The functional overlaps of television and the Internet
The importance of media motives
The attraction of the Internet
Conditional displacement
Overlapping functional displacement of television by the Internet
Non-overlapping functional displacement of television by the Internet
Concluding remarks
Chapter 4: The future of television as an information source
The valued attributes of television news
Television versus the Internet
Importance of different information sources
Importance of different news sources: Internet users versus non-users
The future for television news
Time devoted to television news
Levels of use of online news
Receptivity of new news sources
News source displacement
Credibility of offline versus online news
Importance of news brands
Concluding remarks
Chapter 5: The future of television as an entertainment source
Perceived importance of different entertainment sources
The Internet as an entertainment source
Video viewing online
Continuous measurement of online video viewing
Online video viewing versus television
Video game playing
Concluding remarks
Chapter 6: Future audiences, future services
Television versus the Internet: continuing distinctions
The promise of digital
Future audiences
Final thoughts
References
Index
