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Running Head: IMPACT OF INTERNET ON RADIO AND TELEVISION 1

Impact of Internet on Radio and Television

Student’s Name

Institutional Affiliation

IMPACT OF INTERNET ON RADIO AND TELEVISION 2

Introduction

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

broadcasting.

IMPACT OF INTERNET ON RADIO AND TELEVISION 3

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

IMPACT OF INTERNET ON RADIO AND TELEVISION 4

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

IMPACT OF INTERNET ON RADIO AND TELEVISION 5

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

operations.

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,

IMPACT OF INTERNET ON RADIO AND TELEVISION 6

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,

IMPACT OF INTERNET ON RADIO AND TELEVISION 7

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

IMPACT OF INTERNET ON RADIO AND TELEVISION 8

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

Sport.

Conclusion

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

IMPACT OF INTERNET ON RADIO AND TELEVISION 9

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.

IMPACT OF INTERNET ON RADIO AND TELEVISION 10

References

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

. New York, The McGraw-Hill.

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.

4-14.

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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