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Lecture 1

FILM 240 Lecture Notes - Lecture 1: Media Mix, Long Tail, Polysemy


Department
Film and Media
Course Code
FILM 240
Professor
Sidney Eve Matrix
Lecture
1

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1. COURSE BUSINESS & ADMINISTRATION
Course outline highlights/overview
2. DIGITAL MEDIA CONVERGENCE
Convergence: technical and economic
Technical
oDigital turn
Eg audio, video, print, all digitized
View content across various digital platforms
Not digitized, not shared
Digitizes changes how people consume,
produce, and share media
Media elites reluctant to digitization
Liked to control what was disseminated and
consumed
Some companies owned most media
platforms
Less choice
Digitization allows multiple audiences to
consume, produce, and share media
Lowers costs
Niches vs. masses
People can choose their genre, rather
than one genre to the masses

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Choice fatigue
Too many options
Discoverability Dilemma
So much content, but constantly looking
forever.
Become dependant on media 0lters to bring
things together
Disaggregation – sepperation - morsels
Rise of digital singles rather than albums
Smaller attention spans
Economic
oCross platform business model
oCross variation of media holdings
oOne company that owns multiple platforms
Mergers, consolidation, acquisition
Take over’s
oRegulators
Vertical integration
One company, same owner handles all
di5erent aspects of business in the same
industry. Eg Take over’s
Eg apple owning beats,
A5ects producers, wont make
business if companies don’t want
them
Eg phones only being able to use apps from
one company
Impacts our choices
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Results in higher prices
Not fair
Dumb pipes
Companies such as google, net6ix, youtube, when they
started,
They were content aggregators, didn’t create anything,
Digital content aggregators, not content producers
Have changed over time
oDisrupting media monopolies in other countries
oMarket leaders in audience share
Original content wars
oOITNB net6ix has money to create their own content
oNo longer dumb pipe, not turning out other peoples
content
Brands
oBrands are becoming producers and publishers
oGive more competition to other companies
Eg event promotions
Redbull produces content
Doesn’t matter where you get, however you make it, need to
have great content – platform agnosticism
oPlatform doesn’t matter, doesn’t matter where we get it,
it has to be good.
Eg hockey, its good, so its watched on either tv or
internet, so long as people get it
Digitizing media content
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