Impact of Internet on Radio and Television
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The first terrestrial radio broadcasting was invented in December 1906, since then new
technology has continuously emerged making it possible to try and test the durability of the
radio. In the 1930s and 1940s, the radio experienced moments of extreme growth and prosperity,
with at least 95% of homesteads acquiring a radio by 1950 (Dominick 2013, p. 25). Radio is one of the
most popular and old methods of mass media communication in the world, and yet it faces the
minimum risk of extinction. It is hard to conceptualize the notion that radio is being faced out by
other technological forms of mass media communication such as the internet, this is due to its
ability to adapt to the modern changes. The new millennium ushered in the birth of the satellite
radio in 2001. Unlike the terrestrial radio, this is a new technological improvement which makes
it possible to cover a wider geographical area through the transmission of digital signals via the
satellite. The continued advancement of the satellite radio paved the way for the internet radio
which makes it possible for streaming of media content all over the world through the
development of various online radio websites.
The television technology has come a long way since its invention. It was once viewed in
little black and white boxes; nowadays there is increased demand due to the design of enormous
flat-screen TV sets which offer high-quality displays and additional features such as gaming.
Through the introduction of internet browsing machines such as the computer, smartphones, and
tablets, it is now possible to watch online television in every corner of the world which has
internet connections (Gardam 2005, p. 47). Through the invention of the online TV, it’s now
possible to record favorite programs and watch later rather than being present during
Since the TV and radio industry began, it has been on the forefront in evolving and
adapting new changes in the world. The most substantial difference it faces is the gradual
digitalization process that is the conversion of data from analog to digital formats. Digitalizing
content has resulted in several challenges such as piracy and a rapidly declining economy, these
factors determine the direction in which the industry is heading (Manovich 2001, p. 46). The
internet is now biggest revolution within the creative industry; it has made it possible for creative
work to be easily created and distributed across the world.
Historical Overview of the TV and Radio
TV and radio have been at the forefront of informing people about events, social issues
and political aspects. Also, the industry has grown the extent that people perceive news and
information. Waterman and Wook attributed to the realization of the phrase “the culture industry”
within the modern capitalism, culture, and art had been absorbed in the economy (Waterman &
Wook 2012, p. 292). In 1997 the UK labor ascended into power and insisted on their “cool
Britannia” drive policy. Historically the most recent technology which uses updated digital
technology is as a result of the old media transformation (Fitzpatrick 2009, p.12). The term “creative
industries” refers to a wide range of activities which are historical while digital technology era
brought others. Most of the activities had deep cultural roots hence the term “cultural industries”
which was used to describe music, theatre, dance, film, the heritage sector and visual arts. Today
the creative industry is majorly represented by TV and radio which are used as a medium of
communication. These rely on content and accurate depiction of global events as they rely on
internet and satellite technology to cover a broad audience (Soldow 1983, p.13). Further, the
digitalized radio and television models help create, play and social contents.
The Difference between Old and New Media Technology
The old media technology is monofunctional in nature. This technology only performs
one action at a time due to the limited performance in speed and execution of activities. On the
contrary, the new media technology is multi-functional in nature, this has been made possible by
the integration of new improved systems which can handle several tasks at the same time. The
old media technology comprises of large-sized components which are as a result of assembling
several interrelated systems which perform similar tasks (Manovich 2001, p. 45). On the other
hand, new media components are smaller since they are manufactured using new technology
making it possible to generate small integrated components. These small sized media
components are easily portable and convenient to use, making it easy for an end user to choose
them over the old media.
The old media uses analog technology which integrates old methods of operations in
accepting commands, processing and producing a result to the user; this process is slow. The
new media technology uses digital technology which uses integrated systems in processing
commands, therefore, providing fast, accurate and reliable outputs. The old media offers less
choice of alternatives, based on the old technology used to develop this media, creating several
options to choose from becomes a difficult task (Pfeiffer & Zinnbauer 2010, p. 42). The new press
offers more choices to choose from; this is achieved by generating several models and brands to
cater for the different tastes and preferences of end users in different geographical locations.
Positive Impact
Ease of Access to Content
Digitization of the radio, and TV business models has made it possible to access artwork
in every corner of the world where internet connections are available. It has also made it possible
for artworks to be uploaded to different websites which pay various artists based on the number
of views attracted. Digitization has made it possible for sharing of content through several digital
platforms from one destination to the other thereby resulting in increased revenues (Waterman &
Wook 2012, p. 290). Hilbert notes that it has led to a new era in which there is a rise in bit-heavy
audio and visual contents (Hilbert 2014, p. 127). Through digitization, it is easy to select different
content versions and styles as opposed to the traditional method which never offered a wide
range of options to choose from. Downloading of content from various artists all over the world
has been made possible through the development of several applications which makes it possible
for a person to access, view and download artwork produced from different locations in the
globe. Content storage has been made accessible through the development of online storage
websites which makes it possible to access the stored content from every corner of the universe
and at any time. Through digitization of the radio and TV, it is now possible to record favorite
programs and watch them later rather than being present during the actual time of broadcasting
(Burtic & Badulescu 2014, p. 84). Further, people can watch their favorite programs even if they did
not watch them while airing. It is evident that digitalization has led to a positive impact on
Loss of Distribution Cost
Through digitization, the traditional radio and TV business it is possible to distribute
content from one region to the other across different continents with less or no cost at all. This is
achieved through the development of online radio streams, live television programs and websites
which makes it possible to transfer content to and from different locations in various forms.
Digitization has made it cheaper to produce and distribute content across the globe through the
development of modern equipment which produces quality output. Television and radio stations
rely on satellite technology and have moved from analog stream to the digital stream (Sanz 2016,
p. 422). It makes distribution of content very cheap. Additionally, working with various advanced
technology such as saving content on the cloud makes it easily accessible fast. When a TV
stations wants to do a feature about a story they once had, the availability of better search
software makes it easy for them to retrieve information.
Shifting Income Source
In the traditional business model of communication, aspiring radio personalities and
television producers had to produce their scripts physically to be vetted. However, this has
changed with the rise of digitalization. Nowadays, people have blogs and websites within which
they market themselves. Bloggers act as news presenters as they always have a specific segments
which they communicate across. They seek to convey information in the most articulate manner
thereby creating a connection with their readers. The same case applies in radio since people
have their favorite shows and programs.
When the radio, and TV industries relied on physical media and record labels for
distribution, the artists behind the recording of the music had a small role to play in marketing.
The recording industry executives were the sole decision makers, determining which artists to
sign, what music to produce, release and the methods to be used in marketing. Record sales
determined the financial success and the impact of a particular artist within the industry.
Digitization has distributed the decision making authorities to both the musicians and consumers
themselves. Although digitization has grown rampantly while reducing the number of royalties
received by an artist, it has been made it possible for the artist to engage in various revenue
generating activities within the industry. Nowadays actors, presenters, musicians can participate
in different marketing methods within the industry while opening different opportunities to
generate revenue from their artworks and talent. Unlike in the old radio, and TV industry,
digitization has made it possible for students to follow their dreams through diversification on
production and revenue generation (Ariño & Ahlert 2004, p. 395).
Better Working Relationships with Stakeholders
Digitalization has resulted in an open industry thereby linking up different experts. Key
among them include sound experts, script writers, content marketing teams among others.
Arguably, the unity and close working relationship emanates from the fact that content produced
via radio and TV is not only consumed by direct viewers but also by an additional online
customer base (Poort & Baarsma 2016, p. 45). In this regard, stakeholders have to think all round
while implementing ideas (Evens 2010, p. 42). They have to take into account online customer
base; these are those who stream TV programs and listen to radio online. Besides, radio stations
nowadays work with computer experts to boost their online presence. Through the expertise of
search engine optimization (SEO), television stations and radios raise their earnings and manage
to involve a broad audience. There has been a wide range of unity and cohesion among all
stakeholders involved in communicating with people.
Negative Impact
Traditional Business Models Face Stiff Competition
Digitization within the radio and TV industry comes with many convenient features
which render traditional models useless. The traditional models create more employment
opportunities due to their labor-intensive nature in production as opposed to digitization which
reduces the amount of workforce through the use of modern and sophisticated production
models. Handling of data and information in the traditional model is tiresome and rigid as
opposed to digital methods which offer up to standard processes and procedures aimed at
providing quality output (Lăzăroiu 2010, p. 268). Further, the rise in digitalization has also brought
forth new ways of doing business and approaches to shooting videos. Nowadays, there are
modern cameras, and people may even use drones to make videos. Through this, the traditional
methods of doing business in radio and TV stations have changed, and most stakeholders aspire
to be ahead of their competitors.
Technological Innovation Results In Piracy And Copyright Infringements
Advancement in technology has resulted in increased avenues for the breach of the piracy
and copyright rights. Through digitization, safeguarding the freedom of intellectual property is a
hard nut to crack due to the development of softwares and digital machines which alter the
originality of the mind creations and produce a different outcome. Through the digitization of the
radio, TV and music industry, uploading artwork on different websites denies the artist
copyrights. People often store information on softcopy as most data can be stored electronically.
Through one click, people can upload copyright content online without seeking permission from
the original owner (Waterman & Wook 2012, p. 296). For instance, football matches which ought to be
aired via Supper Sport are easily shared on YouTube by people who stream from the Super
Technological advancements have brought across many dramatic and swift changes
within the business model. Through digitization of the creative industry, media technology has
multiplied to all new level through the development of modernized gadgets which are well
programmed with sophisticated software rendering the old media useless. Modernization brings
about several positive impacts on the industry which are as follows; first making it easy to assess
and download content from different websites all over the world with little or no cost at all.
Second, lowering the production and distribution costs within the industry due to the inventions
of machines and software which reduce the amount of human labor required through the entire
process. Third, shifting the income source which has been made possible by creating different
methods of content production for artists to select from, the involvement of artists in decisions
making pertaining marketing and income generating avenues. Rather than the benefits
encountered, digitization of the industry has led to the extinction of the old business models
which are labor intensive therefore replacing human beings with machines. Digitization has
deprived artists their ownership rights which trickles down to copyright infringements, once
intellectual properties are posted in different websites in their original softcopy nature it becomes
easy for a person to access them and illegally alter their nature to suit their needs.
Ariño, M, & Ahlert, C 2004, 'Beyond Broadcasting: The Digital Future of Public Service
Broadcasting', Prometheus, 22, 4, pp. 393-410.
Burtic, D, & Badulescu, A 2014, 'New communication means and the economic challenges brought in
mass-media', USV Annals of Economics & Public Administration, 14, 2, pp. 83-92.
Dominick, J. R. (2013).
The dynamics of mass communication: media in transition
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Dunbar-Hester, C., 2009. 'Free the spectrum!' Activist encounters with old and new media
technology. New Media & Society, 11(1-2), pp.221-240.
Evens, T 2010, 'Value Networks and Changing Business Models For The Digital Television
Industry', Journal Of Media Business Studies, 7, 4, pp. 41-58.
Fitzpatrick, L 2009, 'A Brief History Of: Television', Time International (Atlantic Edition), 173, 25, p. 12.
Gardam, T 2005, 'What's Good on Television?', Political Quarterly, 76, pp. 46-57.
Hilbert, M 2014, 'What Is the Content of the World's Technologically Mediated Information and
Communication Capacity: How Much Text, Image, Audio, and Video?', Information Society, 30, 2,
pp. 127-143.
Lăzăroiu, G 2010, 'Media concentration, digital communication networks, and the impact of new media
on the news environment', Economics, Management & Financial Markets, 5, 2, pp. 264-272.
Manovich, L., 2001. The language of new media. MIT press.
Pfeiffer, M, & Zinnbauer, M 2010, 'Can Old Media Enhance New Media? How Traditional Advertising
Pays off for an Online Social Network', Journal of Advertising Research, 50, 1, pp. 42-49.
Poort, J, & Baarsma, B 2016, 'Measuring the Welfare Effects of Public Television', Journal Of Media
Economics, 29, 1, pp. 31-48.
Sanz, E 2016, 'The creation of value in contemporary television: a grounded approach', International
Journal Of Cultural Policy, 22, 3, pp. 419-437.
Soldow, GF 1983, 'The processing of information in the young consumer: the impact of cognitive
developmental stage on television, radio and print advertising', Journal of Advertising, 12, 3, pp.
Waterman, D, & Wook Ji, S 2012, 'Online Versus Offline in the United States: Are the Media
Shrinking?', Information Society, 28, 5, pp. 285-303.

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