Digital Distribution Media, Essay Example

Technology has played a very significant in many fields and this has not been an exception in media in which case, adoption of digital distribution system has been influential in transforming media audience behavior in addition to the entire media business. This paper posits to analyze how digital distribution media is changing media audience behavior and media business with particular interest to three media companies namely BBC, Disney-ABC Television and CBS. The shift that is evident in medial business is influenced by some important drivers such as the pace of change in technology, forces of competition, and increase in demand with respect to this business and changes in the behaviors of the audience. In addition to this, significant transition has been evident in media industry in the direction of greater integration in terms of content as well as technology in consideration of online, interactive as well as linear media space. In the systems that are used in the media companies, a higher echelon of interconnections between various departments of the media  company to the supplies and partners systems has resulted to a complex as well as challenging situation in delivery of technology.

The adoption of digital content together with media based on files has led to a significant increase in demand on the networks that are supported by IP, metadata systems, data centers as well as storage centers. The results of this development has been an enhancement of security, resilience, monitoring as well as increase in demand for service engineering in the media companies.

The closer movement of technology and content has been a significant catalyst in blurring the apparent demarcation that separates online to broadcast technologies. Audiences have been exposed to greater advantages out of this dramatic shift in media industry. One of the advantages involve greater choice with audience being now able to spend a greater part of their time in accessing vital information, enjoying entertainment as well as educational and informative programs from interactive and online media services with the help of their set top boxes, personal computers as well as mobile devices. More and more people can now access media consumption with other global players including Facebook, Google and Hulu among others.

Considering TV arena, some challenges have however been encountered in the introduction of interactive television, the HD as well as 3D as a result of the commissioning rights that are associated with distribution. Sharing the web based live streaming for televisions and the radios has been affected by increasing demand for content consumption with over 15% of the special shows having stiff competition in terms of demand.

The other most important advantage associated with the changes that have occurred in digital distribution media involves interactive experience. The internet has been a significant facilitator for democratization of content distribution. The users of contemporary digital distribution media are not merely passive viewers of linear channels content but they have the power of choice of the exact time that they need to access that information. They can also use the same platform to give their feedbacks and comments and also sharing any vital piece of information to their friends.

The dramatic shifts in media audience behavior and media business as a result of adoption of digital distribution require application of technology to serve the purpose of content distribution in the broadcast network. This has led to an end to barriers associated with the entry for the mass distribution. The internet has become an effective, simple as well as inexpensive means to be used by media providers in accessing their audiences in their investments that are relatively modest. The use of caching as well as cloud services has facilitated offering of services to millions of online based users to access all information given by media companies with even more efficiency being attributed to the use of YouTube in media distribution. This technology has effectively been adopted in BBC, Disney-ABC Television and CBS media companies. BBC, Disney-ABC Television and CBS have the responsibility of reacting to ever escalating echelons of expectations from their clients.

BBC, Disney-ABC Television and CBS have also experienced a dramatic pace in terms of change. The three media companies are competitors to each other but they have managed to reach their audiences in masses, more quickly and efficiently. They have made use of platforms such as facebook whose subscription has been documented to increase at an exponential rate from 100 million to 250 million between January and July 2009. This has indicated that innovative technical information is rapidly increasing. Consequently, BBC, Disney-ABC Television and CBS must embrace some strategies that will enhance agility in their response to dynamic demands of their audiences.

The intrinsic nature of content delivery that is associated with technology has contributed to increasingly vital role that it plays in the creative industry considering production as well as distribution of media content. However, technology in this regard is not merely a commodity element. With intensification in competition among BBC, Disney-ABC Television and CBS media houses, a competitive edge can only be derived from excellent content production coupled with the use of appropriate technology. Viewers can now enjoy excellent services because BBC, Disney-ABC Television and CBS as competitors have been striving towards the attainment of efficient, effective as well as adaptable service delivery. BBC, Disney-ABC Television and CBS depend highly on technology to maintain their relevance to their audiences.

The driving force in changes in media audience behavior and media business involves convergence in technology. Utilization of commodity IT has been applied to achieve the solutions otherwise historically delivered through the use of specialist systems by broadcasters including video editing as well as distribution. However, convergence has also been evident in online and enterprise technology. The expectations of the consumers in regard to interactive as well as on-demand services such as iPlayer are no different from linear broadcasting. This therefore implies that, the historical scalability, reliability as well as robustness that were allied to linear have maintained their relevance for on demand as well as interactive.

Continuous Improvement has also been a significant advantage favoring changes in media audience behavior and media business. Competitions in BBC, Disney-ABC Television and CBS media companies have been characterized by aggressive programs. For the purpose of sustainable competitive advantage,  Competitions in BBC, Disney-ABC Television and CBS have strived in development of objective as well as robust policies governing outsourcing and consequently, efficient management of outsourced technology to facilitate in the enhancement of their service delivery. The media companies have the ultimate responsibilities of addressing the evolving demands of their clients so as to effectively deliver the goals and objectives of their organizations.