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. TOPIC

. TOPIC. “Hyper Commercialism and Digital Convergence”. Hyper Commercialism. Hyper-commercialism is when a television show or movie sells an advertisement built right into the show or scene of the film. Television shows already include advertisements in a certain scene.

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. TOPIC

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  1. .TOPIC “Hyper Commercialism and Digital Convergence”

  2. Hyper Commercialism • Hyper-commercialism is when a television show or movie sells an advertisement built right into the show or scene of the film. Television shows already include advertisements in a certain scene.

  3. Examples of Hyper Commercialism Inaam Ghar Banner ads on websites Coke Studio Ramzan Transmission

  4. Impact of hyper commercialism • Hyper commercialism is the tendency of children’s media to turn anything and everything into a product. • “Increased advertisement exposure has been linked to parent-child conflict, development of materialistic attitudes, obesity, eating disorders, and general unhappiness” (Nairn)

  5. Disadvantages • Content of the program is sacrificed • Integrity of programs is decreased • Audience becomes the featured commodity • Frustrates the advertisers because their actual messages are most likely to get lost. • Annoys the viewers.

  6. Theory • Cultivation theory is being applied on Hyper Commercialism. • The continuous coverage of different brands will cultivate the perception in audience’s minds and the audience will in turn be attracted towards its purchase.

  7. Digital Convergence • Digital convergence: The ability to view the same multimedia content from different types of devices. •  Information Technologies, Telecommunication, Consumer Electronics, and Entertainment are converged into one conglomerate.

  8. Evolution and background • Convergence came about twenty-five years ago. • Nicholas Negroponte -a technologist and founder of MIT’s Media Lab is known to be one of the pioneers of digital convergence.

  9. Evolution and background • The growing overlap of computing and telecommunications was described by Anthony Oettinger as “compunications”. (Oettinger, Berman, and Read, 1977)

  10. Convergence refers to

  11. Phases • Phase 1: bulky contents, success of VCR, pager, fax machine, cell phones people more willing to accept new devices that resulted from digital convergence. • Phase 2: e-mail, streaming media, internet broadcasts, online shopping, instant messaging, internet phone calls. faxes through the computers, radio via internet.

  12. Examples Video Conferencing Applications platform Apple I-cloud

  13. Advantages • Simplify processes through mobile-enabled forms. • Provide updates on all issues. • Maximize productivity by being less time consuming. • Provide mobile-enabled business intelligence that can help improve sales effectiveness through better insights.

  14. Types of Convergence • Convergence in substitutes: customers consider both products to be interchangeable with each other. • Example, a company merges a monitor, keyboard, central processing unit, and a telephone to form a complete communication system.

  15. Types of Convergence • Convergence in Complements: when both products work better and more efficiently together than separately. • Example, the large scale online databases today are a combination of two distinct former technologies; advanced online transaction computing technology and data compression methods for telecommunication.

  16. Conclusion • Next generation of users are demanding more interactivity on TV. • As a result of digital convergence: • a complex environment would be formed • telecom companies are gearing up to provide broadcasting and data services.

  17. Thank You

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