1.1 Describe the uses of digital technology within the Creative Media sector and the relationships this has created between industries in the sector.
Mobile phones are used to listen to music via apps such as Spotify, Tunein radio, BBC iPlayer as well as accessing Youtube via app technology and uploading our own photos and videos to social network sites likes Facebook, Twitter, Instagram and Pinterest. We also have the opportunity to read news, surf the web and purchase media content with mobile technology.
Smart TVs and gaming consoles such as Xbox 360 and PS3 can interact with online technologies from social media networks to media apps like Netflix, 4 On Demand, Zune and LastFM.
Convergence has allowed advertising agencies, for example, to work closely with social networking platforms and make campaigns "viral" through the use of Facebook, Youtube and more. GPS has also given advertisers the opportunity to accurately obtain details about consumer trends and demographics. Another example of emerging relationships is Channel 4 screening pilot episodes on Youtube to gauge audience reaction before commissioning a full series. Netflix and Lovefilm are also good examples of digital technologies converging and making content available at the click of a button from a home console.
1.2 Describe key Intellectual Property and copyright issues, related to digital technology and content creation
Due to Open Source data being made easily available via computer platforms, content was being used freely without any permissions obtained from the originator of the material. The Creative Commons license was introduced to rectify this problem. Below are examples of the types of licenses available and are used by companies such as Google+ and Flickr:
Attribution
CC BY
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
Attribution-ShareAlike
CC BY-SA
This license lets others remix, tweak, and build upon your work even for commercial purposes, as long as they credit you and license their new creations under the identical terms. This license is often compared to “copyleft” free and open source software licenses. All new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects.
Attribution-NoDerivs
CC BY-ND
This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you.
Attribution-NonCommercial
CC BY-NC
This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.
Attribution-NonCommercial-ShareAlike
CC BY-NC-SA
This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms.
Attribution-NonCommercial-NoDerivs
CC BY-NC-ND
This license is the most restrictive of our six main licenses, only allowing others to download your works and share them with others as long as they credit you, but they can’t change them in any way or use them commercially
(reference: http://creativecommons.org/licenses/)
2. 1 Explain what is meant by ‘converging technology’
Converging Technology is an umbrella term to describe how traditional media organisations, such as broadcasters, publishers, music industry and film companies are using emerging online and mobile technologies as a cross platform to deliver media content. It also refers to the digitalisation of traditional media artifacts, such as news print, photography and film.
2.2 Explain the impact of converging technology on the workforce within a specific Creative Media industry
Taking the music industry as an example, converging technologies have empowered "bedroom producers" and "cottage industries" by giving them a worldwide platform to debut their personal work and content. For example Soundcloud enables global collaborations on music projects without moving from the computer.
On the negative side, music industries have lost millions of pounds through illegal downloads and sharing of MP3s. Most notably, the Napster trial raised issues around file sharing and copyright in the late 90's.
To overcome the issues of copyright and filesharing for media organisations, many subscription / pay-per-view services were introduced, such as Virgin Media, Sky, Netflix, Love Film and Spotify, which allows users access to a range of content for a monthly / annual fee, which ultimately ensures the originator of the content receives payment.
3.1 Describe the changing expectations of audiences and consumers within a chosen Creative Media industry
Due to the readiness availability of technologies such as smart phones, tables and laptops, audiences now expect to access media content 24 hours a day via these mediums and be able to purchase digital content from a device via access to the internet.
3.2 Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue
Gmail and Google+ are examples of how advertisers can create viral campaigns using multi-platform technologies. By making it appear that their services belong to an "exclusive club" (in particular Gmail was originally introduced as an invite-only service) meant that consumers felt part of a new and emerging trend, and now Gmail is the 3rd largest email client on the web.
3.3 Describe examples of commissioning processes and funding opportunities in relation to converging technology
The BBC for example use independent new media suppliers for new tendering opportunities, enabling them to pitch unsolicited proposals, meeting suppliers through various online mediums to make the commissioning process straightforward. One of the guidelines for new material by the BBC is to make sure that the ideas aren't already in use on other websites. Funding opportunities for converging technologies and media content are self-funded, via grants, donations or loans and through public funded agencies such as the arts council.
4.1 Explain opportunities for exploiting converging technology
Due to consumers now relying on smart phones and using apps more and more for accessing consumer-led sites, the best opportunities for exploiting converging technologies appear to be in-app ads. By using geographical locations to highly target consumers, advertisers are able to recover data pertaining to consumer led trends.
4.2 Research and plan a test for an identified opportunity
If I was going to develop an app, it would be based around being able to make purchases in-store using you mobile device rather than using cash or card. The data from these transactions, such as geological locations, items purchased and trends in consumerism, can be collated and used to target the individual with personalised advertising relating to their preferences.
To research this idea I'd have to look at: Target Audience, Socioeconomic Class Groups, consumer trends and the viability of such an app in the Android and iOS market place. The test would involve selecting a group of individuals from a range of age groups to use the app over a period of one week, after which all data would be collected and evaluated, to see if there are any trends or viable uses for the results.
4.3 Carry out planned test and evaluate and present the findings
To carry out this test, I developed a log for the participants to fill out each time they participated in any in-store consumerism over the course of a weeks activity. The log included the following fields:
- Type of Store
- Frequency of Visit
- Amount Spent
- Type of Purchase
