(03.1) Understand the use of Digital Technology Within the Creative Media Sector
1.1 Describe the uses of Digital technology within the Creative Media Sector and the relationships this has created between industries in the sector
Technology is growing and becoming more and more advanced rapidly fast. Also the fact that a lot of companies are in intense competition with each other, encourages them to advance and create unique features that other products don’t have. I really enjoy working in Photoshop which is a good example of a piece of software that many people in the creative media sector will be using, such as graphic designers, Illustrators, web designers, social media etc. It has advanced a lot since it first came out and so much more varied work can be created. It is also easier to use and outcomes are more tidy and refined. For example, I can sometimes tell when something has been Photoshopped on images for films that were out in the early 2000s, but imagery now is so much smoother. Photoshop has also set off the production of various free photo editing software such as GIMP and Photoscape.
1.2 Describe key Intellectual Property and Copyright issues, related to Digital technology and content creation
There are several copyright issues.
Copyright Infringement. An example of this could be when a piece of music is used without the artist’s consent. An artist may sample something out of another artist’s song and use it in their own. Then if they release that song without that artist’s permission, they will get into trouble for this.
Plagiarism. As a keen Writer and Illustrator, this is one that I always worry about. This is when someone takes credit for ideas or something that someone else has created, and possibly ever so slightly altered it. Also it is not protected by law.
Piracy. This is a major problem in the media industry and has become more far spread, especially with the advanced technology we have now. Film, music and gaming industries are getting hit by this the worst and losing out on a lot of money. A lot of effort goes into preventing, but even when these sites are taken down, they just keep popping up again. The internet is so widespread and advanced, which makes it much harder to target these sites and things are very easily shared.
Sharing. This one isn’t considered as bad as piracy. This is when we buy something, for example an album on iTunes or Google Music, then share these files to people we know. Technically this is illegal, but there are currently no restrictions.
Eg.
Above is an album I own, mixed by my favourite band of all time. Whether the rumour was true or not, I heard that one of the other artists featured on it took credit for mixing it. And Pendulum weren’t very happy about that!
(03.2) Understand the implications of converging technology on the workforce in a particular Creative Media Industry
2.1 Explain what is meant by ‘Converging Technology’
Converging technology is when several media platforms are combined into one single piece of media technology. For example, a phone these days does more than just call people. They are also cameras, computers, gaming devices, music players etc. People want to be able to consume media in a variety of different ways.
2.2 Explain the impact of converging Technology on the Workforce within a specific Creative Media Industry
Converging technology has had a huge impact on the way different work forces do things. It’s incredible to think how many jobs would not exist if it wasn’t for technology. The Creative Media Industry would definitely not be what it is today.
Where I work we are iMac focused. A good chunk of the sessions we run involve the usage of these for various different activities. Without these and their software packages, we would have very little to do and would probably not even exist as a centre. As an example, if we didn’t have computers and the internet, the young people would not have the privilege to find inspiration for their projects and have to go to the library instead, which would take up more time, cause inconvenience for them and make them just not want to bother.
(03.3) Know how Converging Technology has been exploited to reach new audiences and generate revenue
3.1 Describe the changing expectations of audiences and consumers within a chosen Creative Media Industry
Now that we have all these forms of technology available, people’s expectations will be high, and still rapidly growing higher as more technology is invented and becomes available. They want to be able to access media whenever they want, and be able to purchase/ download/ upload digital content. Especially now with the availability of technologies such as smart phones, laptops, tablets etc, and knowing how simple it is to connect to the internet. There are so many Wifi hot spots available now, which means people expect to be able to access their media as soon as possible, whether it be their photos, music, films, games etc.
3.2 Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue
As a 90s kid, I was growing up in the 2000s which was when everyone was on MSN messenger. People loved it and it was particularly aimed towards young people. Windows then linked it with hotmail/ Outlook, which meant now people could email as well as instant messaging. More recently, they linked up with Skype, a well known video calling software. Unfortunately in this process, MSN was removed. But with Skype and the ability to contact anyone in the world, this brought in a far more widespread audience.
People connect to the internet in different ways as not all browsers function in exactly the same way. To keep the sites running smoothly, slight variations are needed. Also with different devices such as tablets and phones, it is important that the content created is
designed to be specifically viewed in different ways that are suitable to the devices, in order to keep up with audience demands.
3.3 Describe examples of commissioning processes and funding opportunities in relation to converging technology
The well known TV channels such as BBC, ITV and Channel 4 have very strict guidelines in commissioning. Most shows aired will be most likely from independent production companies, and in this case, It’s important that the broadcasters ensure the ideas that come to them are new, original and exciting. Also that they are not breaching any copyright laws.
If the idea is good enough for the broadcaster, what will follow is a review proposal, develop proposal, agree commission and then begin the project. Funding opportunities include: Donations, grants, partnerships, and self fund.
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