Media is the physical form of communication channels upon which information is passed from one source to another. In the past, media has taken the form of voices, writing, video, radio, telephone wires, digital data transfers upon copper wire, and numerous other configurations. More recently, these forms of communicating information have been used together in order to more effectively convey a message. For example, television makes use of video in conjunction with verbal and written messages to disseminate information. Imagine, nearly every form of media that we use regularly combined into one colossal system, whereby we have access to literature, television, computers, telephones and music, among other things through one control. Electronic multimedia centers are being assimilated into our society at an alarming rate. These networks of today will expand into communication autobahns of tomorrow and largely control the destiny of humankind.
Behind the new found ability to perform this tremendous "graft" of video, telephones, and computers, lies a few rather simple technological advances:
The ability to translate audio and video communications into digital information.
Fiber-optic wiring that provides a virtually limitless transmission pipeline.
New methods of storing this digitized data and compressing the data so they can travel through existing phone lines and cable lines.
New switching techniques and other breakthroughs that make it possible to bring all this to neighborhoods without necessarily rewiring every home.
These advances will allow for access to: TV networks, movie collections, interactive games, a variety of music videos, broadcast stations, long-distance video-phone service, interactive shopping channels, television archives, libraries, data banks, news, information services, financial services, national classified advertisements, video catalogs... the implications are limitless. Only a few questions remain: how will the public react, how much they are willing to pay for it, and how will it affect our way of life.
The first stage in this massive development, will undoubtedly be the creation of hundreds of channels. Selections of programming to watch will include virtually everything produced, both past and present, plus a wealth of other entertainment options stored in computer banks around the country which will be accessible at the touch of a button. Pay-per-view movie channels, home shopping stations, and spin-offs of existing channels will be the first stage, however ultimately, channels may become a concept of the past, as virtually everything will be available instantly. Network programming will be useless, as a person could call up any past or present showing of a serial show. Networks will simply be brand-name suppliers of packaged products, while local affiliate stations will only be useful as suppliers of local news and other community-based programming.
Another industry that will inevitably suffer will be video stores. When any Hollywood release can be instantaneously called up onto the screen, what person would want to trek down to the movie store, choose a movie from a limited selection, rewind it when it finished, then drop it back off later. Film producers may even release new films for a high-priced pay-per-view offering, at the same time that they open in theaters.
Next, consider the advertising industry. Advertisers will be able to target commercials at individual homes. To viewers of outdoors programs, transmit commercials for new Ford Trucks, and to audiences of soap opera, perhaps send commercials for luxury sedans. Meanwhile, the traditional 30 second spot will be supplemented by more creative and comprehensive promotions. Automobile shoppers will be able to take 30 minute tours of showrooms, inquiring about different options and features available. In addition, services will have new means of advertising: for example, informational sessions on "How to Shop for Life Insurance" can aid the consumer in making choices. And then we enter the realm of classified ads . . . Limitless.
Finally, the greatest area of controversy will probably be cost. Television serves the population as a whole as an educational informational gathering and dissemination tool. If shows increasingly become pay-per-view, which should be made available to households? Will television bills begin to resemble phone bills, with viewing time charged in specific units? Ethical issues, such as the accessibility of interactive pornography, violence, and credit card home shopping networks will cause family controversy and financial dilemmas.
Hopefully, this virtually limitless exchange of information will follow a path guided by legislation imposed by the Federal Communications Commission. Perhaps the "invisible hand of the market" will drive out the mediocre programs that are now program slot-fillers, and bring to bear the positive qualities of such a powerful tool. Only time, money, and the public opinion will tell.
Implications of
by Toby Daniels