The Impact of Digitalization and Multi-Platform Delivery on Britain's Broadcasting Industry

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The impact of digitalisation and new media multiplatform delivery on the broadcasting industry in Britain today.

DECEMBER 2010

RYAN DUNLOP BA

The impact of digitalisation and new media multiplatform delivery on the broadcasting industry in Britain but also worldwide is a key issue in the minds of today’s top executive producers, much so technology can be described by some including myself as expanding faster than ever before and with endless opportunities – I also believe the consumer market is changing and the way people consume media and in particular television will never be the same way again.

Firstly lets look at what the new media multiplatform’s actually are, contrary to many executive producer’s opinions they are infact relatively easy to ‘tame’ and can be highly lucrative. So fast moving technology now is comparitevly radio took 38 years to reach 50 million users, television 13 years, the internet 4 years, portable media hardware like iPods 3 years, while social media giant Facebook added 200 MILLION users to its reach in less than one year (Social Media Revolution, 2010) – these astonishing figures not only show the fast growing nature of today’s technology but also the ‘pick-up’ time for new audiences across the medium and opportunities for ‘trying something new’.

So multiplatform opportunities exist in this every fast growing market, but what exactly are the platforms that are described as ‘multiplatform’ in today’s media world, well obviously we have the internet but in the complex and every growing communities online we have sub-categories including the likes of Social Networking with the aforementioned Facebook being one of the key ‘giants’ in this marketplace – there are others however, including MySpace, Bebo – there are also opportunities on the internet medium for on-demand content and this really is vast, one example in particular is the likes of one of Google’s latest acquisitions YouTube (BBC News, 2006) which provides...
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