Revision 2
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Tuesday 8 June 2010
Wednesday 2 June 2010
Wednesday 26 May 2010
Monday 24 May 2010
Friday 21 May 2010
Thursday 20 May 2010
Practise Exam Questions
Discuss the issues raised by an institution’s need to target specific audiences within a media industry which you have studied’.
‘The UK film industry, what must it do to flourish?’
‘Discuss the ways in which media products are produced and distributed to audiences within a media area which you have studied’.
‘What is the impact of New Media Technologies on the film industry?
Remember - any of them you complete at home, please bring them in to be marked
‘The UK film industry, what must it do to flourish?’
‘Discuss the ways in which media products are produced and distributed to audiences within a media area which you have studied’.
‘What is the impact of New Media Technologies on the film industry?
Remember - any of them you complete at home, please bring them in to be marked
Tuesday 11 May 2010
An Introduction to marketing.
This presentation contains all the notes on marketing, film release patterns and analysing film trailers - as discussed in the lesson on Tuesday 11th May 2010.
Please make sure that the homework is completed for Tuesday 18th May.
You need to complete this worksheet analysing THREE Working Title Film trailers and answer the questions labelled 'questions to consider' for each film trailer.
Introduction to marketing1
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Please make sure that the homework is completed for Tuesday 18th May.
You need to complete this worksheet analysing THREE Working Title Film trailers and answer the questions labelled 'questions to consider' for each film trailer.
Thursday 6 May 2010
Wednesday 5 May 2010
FILM DISTRIBUTION - Lesson three
Film distribution[1]
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Watch a variety of clips from http://www.launchingfilms.tv/marketing.php
Film distribution guide
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Viral Marketing Campaign
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AUDIENCE - Lesson two
Watch the clips from 'Positioning, Genre and Audiences' and 'Target Audience.'
www.launchingfilms.tv/planning.php
Notting Hill - A Working Title Film
Working Title Fact Sheet Guide
www.launchingfilms.tv/planning.php
Audience
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Notting Hill - A Working Title Film
Nottinghill productionissues
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Working Title Fact Sheet Guide
Working title fact sheet guide
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Notting Hill worksheet to be completed while watching the film.
Year 12 as media studies notting hill worksheet
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Read Working Title History Worksheet
Working title history
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INTRODUCTION TO WORKING TITLE
An introduction to Working Title Article
news.bbc.co.uk/1/hi/entertainment/film/2821801.stm
Film Industry in Britain and Introduction to Working Title Films - Lesson one
Watch the Working Title film 'Atonement' and answer the questions on this worksheet.
Read 'Atonment' Production Notes.
news.bbc.co.uk/1/hi/entertainment/film/2821801.stm
Film Industry in Britain and Introduction to Working Title Films - Lesson one
Working title films[1]
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Watch the Working Title film 'Atonement' and answer the questions on this worksheet.
Read 'Atonment' Production Notes.
Atonement production notes
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Atonement
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The Film Industry in Britain
Use this website to research a particular aspect of the media industry.
www.skillset.org/film/business/index.html.
Why Britain needs a film industry
Jobs:
The British Film Industry supports many British people by supplying them with jobs and an income.
These jobs include: building, acting, painting, make-up, electrician, directing, costume designing, writing, advertising and many many more.
This is important to the British economy as if we relied on the American Film Industry we would have many unemployed and our economy would loose a lot of money. Also it would mean we would have to rely on America for our living.
Tourism:
Thousands of people a year come to walk round the British Film Industry, or places in which films have been made in Britain. E.g: People from Europe, America and other places (even people from the UK) have travelled quite far for a holiday or break just to visit Alnwick castle, where the Harry Potter films were set.
This provides many local businesses with money and an income, because B&B's, small hotels or other hospitable places get more business from the people visiting their areas.
They also come to see many new English actors, hoping to meet them or visit the places in which they grew up or were born. E.g: Some people visit Chester or West Kirby, as this is where Daniel Craig, star of the new Bourne films was born and went to school.
All this tourism is good for England and for other countries, as it opens everyone up to each other and other cultures. Bringing in tourism lets us not only make our businesses thrive, but also allows us to meet people from other cultures.
www.skillset.org/film/business/index.html.
Why Britain needs a film industry
Jobs:
The British Film Industry supports many British people by supplying them with jobs and an income.
These jobs include: building, acting, painting, make-up, electrician, directing, costume designing, writing, advertising and many many more.
This is important to the British economy as if we relied on the American Film Industry we would have many unemployed and our economy would loose a lot of money. Also it would mean we would have to rely on America for our living.
Tourism:
Thousands of people a year come to walk round the British Film Industry, or places in which films have been made in Britain. E.g: People from Europe, America and other places (even people from the UK) have travelled quite far for a holiday or break just to visit Alnwick castle, where the Harry Potter films were set.
This provides many local businesses with money and an income, because B&B's, small hotels or other hospitable places get more business from the people visiting their areas.
They also come to see many new English actors, hoping to meet them or visit the places in which they grew up or were born. E.g: Some people visit Chester or West Kirby, as this is where Daniel Craig, star of the new Bourne films was born and went to school.
All this tourism is good for England and for other countries, as it opens everyone up to each other and other cultures. Bringing in tourism lets us not only make our businesses thrive, but also allows us to meet people from other cultures.
As media dictionary[1]
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Monday 3 May 2010
Thursday 29 April 2010
Using the internet for advertising......
How JK's wedding dance became a hit (see the comments below also for examples of media convergence...)
Wednesday 28 April 2010
Shaking up Film Distribution!!
http://econsultancy.com/blog/263-web-venture-aims-to-shake-up-film-distributionExtension Article for lesson.
Fantastic Article on how the web is shaking up the film distribution process.
Fantastic Article on how the web is shaking up the film distribution process.
Monday 19 April 2010
Friday 16 April 2010
Viral Marketing Examples....
Over the course of the last decade, an array of viral marketing examples have come and gone with varying degrees of success.
BLAIR WITCH PROJECT
The Blair Witch Project was released on July 14, 1999. The film cost a about $350,000 to produce and went on to gross nearly $250 million worldwide, giving it the highest profit-to-cost ratio of any film in history. The incredible success of the film could be attributed to its unique website that effectively blurred the lines between fact and fiction. The website, that still exists today, spoke convincingly of the mythology behind the Blair Witch, contained a realistic photo of the three filmmakers/stars with a caption that the photo was taken "less than a week before their disappearance," along with a sideshow of other rather generic, yet real photos that made many believe that this site was actually authentic. The gimmick worked! CLICK HERE FOR WEBSITE
SNAKES ON A PLANE
Snakes on a Plane
The title alone screams viral. The b-movie concept attracted instant attention throughout the web once the general plot of the film was made public. The title and eventual trailer inspired countless mock-trailers, spin-off websites, and YouTube-broadcast parodies. Everyone talked about Snakes on a Plane, but then no one went to see it. The much-hyped film was a box office dud. The lesson here - even if a great viral campaign takes off, the product being sold must also be interesting
CLICK HERE FOR WEBSITE
Cloverfield
http://www.cloverfieldmovie.com/
"Cloverfield," before it was released in January 2008, was one of the most buzzed about films of 2007. In fact, the initial teaser trailer shown before the 2007 "Transformers" film did not even reveal the film's title, but simply ended with a website (1-18-08.com), further encouraging the web-driven marketing of the film. MySpace pages were created for many of the movie's fictional characters, as well as for the fictional companies mentioned in the film. This maze of viral bait helped the film achieve the biggest January opening in history. "Cloverfield," which was produced for $25 million, went on to gross more than $170 million worldwide.
Dark Knight
Keeping in the same vein as "Cloverfield," "The Dark Knight" took a similar approach in it's viral efforts. One of the first promotional stunts involved a fake website for Harvey Dent's (one of the main characters in the film) fictional campaign for District Attorney. Posters stating, "I Believe in Harvey Dent" were shareable and able to be emailed to friends. Once the other person received the email, the poster would slowly change to reveal the image of The Joker. Once the image was revealed, The Joker's face was quickly replaced by the text, "see you in December." Other websites attached to the film allowed for users to vote for various public offices throughout Gotham. More viral elements included a website devoted to the fictional newspaper "The Gotham Times" (which led to numerous other website that revealed info about the film) and the launching of WhySoSerious.com which revealed more images of The Joker as well as the first teaser trailer. Such elements combined with the stellar reviews of the film and breathtaking performance of the late Heath Ledger helped the film to gross more than $1 billion dollars worldwide.
http://thedarkknight.warnerbros.com/dvdsite/
Meet the Spartens
http://www.meetthespartansdvd.com/
With the release of "Meet the Spartans," 20th Century Fox developed a microsite that allowed users to enter their name and upload a photo of themselves. The user would then be directed to a clip of Carmen Electra in the midst of an intervew about "Meet the Spartans." The actress reveals that she is dating someone then shows off an interestingly placed tattoo and a photo of the lucky guy. That boyfriend turns out to be the person who entered his name and uploaded a photograph. The site received a considerable amount of traffic and helped the film to open at #1 at the US box office.
Wednesday 14 April 2010
An interactive DVD where you choose your own ending!!
A groundbreaking interactive DVD that plays like a video version of the "Choose Your Own Adventure Books" as the story follows 21-year-old Eric (the character whom the audience makes choices for) as he deals with a skull crunching breakup. Eric is a struggling musician who works a side job and just broke up with the greatest love of his life, the somewhat insane yet adorable Liz (Brea Grant, Heroes, H2). Now you, the viewer, must guide Eric through one insane evening with Criminals, Drugs and Damsels while deciding whether Eric will win back the love of his life or crumble into Moral Decay... His fate is now in your hands...
The Weathered Underground allows the viewer via remote control or mouse (online) to control the story ultimately choosing a story of redemption or debauchery. Featuring over 30 different endings and 1,000 choices. The film can be played/viewed for up to four hours, over and over without getting the same plot line!
The Weathered Underground allows the viewer via remote control or mouse (online) to control the story ultimately choosing a story of redemption or debauchery. Featuring over 30 different endings and 1,000 choices. The film can be played/viewed for up to four hours, over and over without getting the same plot line!
Tuesday 13 April 2010
Sunday 11 April 2010
Advice for writing your essay's argument for the Institutions and Audience section of the Exam
Advice for writing your essay's argument for the Institutions and Audience section of the Exam
Whatever you do you should always read the question and underline or circle its key words. Then make your plan for your answer. Remember to use key words from the question to keep your essay's argument relevant. You also need to use key concepts such as Audience, Production, Distribution, Exhibition and Exchange. Remember to use and apply concepts such as Technological Convergence, Synergies, Media Convergence (for media ownership) etc. There are several other terms listed in the link belowon selected key terms for Institutions and Audiences.
http://asanda2mediastudies.blogspot.com/search?updated-max=2009-12-12T12%3A23%3A00Z&max-results=7
Rather than just plough through the expected format of production, distribution/marketing/exhibition issues with key terms tagged on, why not begin with the audience's reception of the film. Its the most important part of the process and what happens there can decide the genres and casting, etc. of future films which institutions may then "greenlight". Given how much of the audience first finds out about a film on the Internet and then discusses it on various websites, is a good way to discuss technological convergence early on. After all, YouTube, Face-Book, Blogsites, Amazon UK message boards on films, etc have put people onto films that they would otherwise never have found.
Moreover, like a detective you can go over the ISSUES as to why a particular film was a success or not for its institution(s) by beginning with the audience's reactions to the film (both critics and ordinary people) and then by raking over the production, marketing and exhibition issues associated with the film and its institution. You will be better placed to decide why a film succeeded or failed to make money and please its audiences. After all, in the regular pattern of film-making and the decisions taken at each stage, errors can take place which could be rectified in future.
Another possible angle is to begin with the importance of technological convergence and begin with its ever widening role in enjoying, making and marketing films.
As mentioned at the beginning you need to address the question's key words and not just spill down everything you know about your case study. Relevance is everything.
Whatever you do you should always read the question and underline or circle its key words. Then make your plan for your answer. Remember to use key words from the question to keep your essay's argument relevant. You also need to use key concepts such as Audience, Production, Distribution, Exhibition and Exchange. Remember to use and apply concepts such as Technological Convergence, Synergies, Media Convergence (for media ownership) etc. There are several other terms listed in the link belowon selected key terms for Institutions and Audiences.
http://asanda2mediastudies.blogspot.com/search?updated-max=2009-12-12T12%3A23%3A00Z&max-results=7
Rather than just plough through the expected format of production, distribution/marketing/exhibition issues with key terms tagged on, why not begin with the audience's reception of the film. Its the most important part of the process and what happens there can decide the genres and casting, etc. of future films which institutions may then "greenlight". Given how much of the audience first finds out about a film on the Internet and then discusses it on various websites, is a good way to discuss technological convergence early on. After all, YouTube, Face-Book, Blogsites, Amazon UK message boards on films, etc have put people onto films that they would otherwise never have found.
Moreover, like a detective you can go over the ISSUES as to why a particular film was a success or not for its institution(s) by beginning with the audience's reactions to the film (both critics and ordinary people) and then by raking over the production, marketing and exhibition issues associated with the film and its institution. You will be better placed to decide why a film succeeded or failed to make money and please its audiences. After all, in the regular pattern of film-making and the decisions taken at each stage, errors can take place which could be rectified in future.
Another possible angle is to begin with the importance of technological convergence and begin with its ever widening role in enjoying, making and marketing films.
As mentioned at the beginning you need to address the question's key words and not just spill down everything you know about your case study. Relevance is everything.
Understanding the process of filmmaking
The Business - Understanding Filmmaking
This site offer the perfect revision tool for understanding each stage of the filmmaking process and applying these stages with their key terms to your exam case studies.When you get there click through the images to get to key terms and explanations.
This site offer the perfect revision tool for understanding each stage of the filmmaking process and applying these stages with their key terms to your exam case studies.When you get there click through the images to get to key terms and explanations.
Useful British Cinema/Film Industry Sites:
Useful British Cinema/Film Industry Sites:
Facts and Figures on changing cinema admissions and UK film distribution:
http://www.launchingfilms.com/databank/factsandfigures.php?name=UK+cinema+admissions+1935+to+date
UK Film Council Homepage:
http://www.ukfilmcouncil.org.uk/about
Facts and Figures on changing cinema admissions and UK film distribution:
http://www.launchingfilms.com/databank/factsandfigures.php?name=UK+cinema+admissions+1935+to+date
UK Film Council Homepage:
http://www.ukfilmcouncil.org.uk/about
THE BOAT THAT ROCKED REVISION
Institutional Information on the film and company:
http://www.imdb.com/title/tt1131729/
http://www.workingtitlefilms.co.uk/film.php?filmID=120
Film Reviews
http://www.guardian.co.uk/film/filmblog/2009/apr/03/boat-that-rocked-richard-curtis
http://www.variety.com/review/VE1117939957.html?categoryid=31&cs=1&nid=2562
http://www.independent.co.uk/arts-entertainment/films/reviews/the-boat-that-rocked-15-1662664.html
http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/film_reviews/article6017065.ece
http://www.imdb.com/title/tt1131729/
http://www.workingtitlefilms.co.uk/film.php?filmID=120
Film Reviews
http://www.guardian.co.uk/film/filmblog/2009/apr/03/boat-that-rocked-richard-curtis
http://www.variety.com/review/VE1117939957.html?categoryid=31&cs=1&nid=2562
http://www.independent.co.uk/arts-entertainment/films/reviews/the-boat-that-rocked-15-1662664.html
http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/film_reviews/article6017065.ece
History of Working Title
History of Working Title Films as a Production Company
http://blogs.warwick.ac.uk/michaelwalford/entry/working_title_history/
http://blogs.warwick.ac.uk/michaelwalford/entry/working_title_history/
Example Questions
Here is an example of the type of question you will be faced with in the Media Section B exam:
Section B: Institutions and Audiences
Answer the question below, making detailed reference to examples from your case study
material to support points made in your answer.
2 Discuss the issues raised by an institution’s need to target specific audiences within a media
industry which you have studied.
3.Discuss the ways in which media products are produced and distributed to audiences within a media area which you have studied.
Section B: Institutions and Audiences
Answer the question below, making detailed reference to examples from your case study
material to support points made in your answer.
2 Discuss the issues raised by an institution’s need to target specific audiences within a media
industry which you have studied.
3.Discuss the ways in which media products are produced and distributed to audiences within a media area which you have studied.
Film Distributors Association 2008 Report - A resource for Audience and Institutions
The following resources are brilliant in enabling you to better understand the 'DISTRIBUTION' processes involved in Film Production in the UK in particular. We are going to be studying these resources as part of our exploration of Working Title Films in Media Go on....dive in! This is the FDA Micro site with some excellent clips from industry professionals:
http://www.launchingfilms.tv/
Guide to Distribution
http://www.launchingfilms.tv/
Guide to Distribution
Key Terms you MUST Learn for success in the exam!!
Make sure that you know and use key terms - those involved in your industry and those that relate to new media technology:
here are some suggestions:
Convergence - technological convergence is the way we increasingly use hardware that does more than one thing - for example your mobile phone (or is it a camera/ mp3 player/ computer) - increasingly we want to do use mobile devices that allow us to do more than one thing, and that connect and sync with hardware in our homes.
This changes the way that we behave as an audience - for example it allows me to timeshift (key term) so that I can view or listen to media content when I want where I want. It allows me to make content - films, music or record a real event and publish it on the Internet quickly and cheaply - this turns the audience into prosumers (key term)rather than consumers of media.
We are increasingly taking part in 'augmented realities' (key term) this is the concept that we are given extra info about the real world that we are viewing by our hand held convergent device, e.g. I can be walking down the street and viewing where I am going on my GPS - looking at what shops have what offers, what music venues are playing what gigs, where I can get a wifi connection, whether I am near a film location, if it is night time I can even track the stars in the sky. See the Guardian Technology pages for more information on augmented realities - try to think what this may mean for the film industry. Will people make apps that suggest where a famous actor lived and then give you links to the films that they have been in - think about how convergent devices can be used as marketing and distribution tools and how we will be targeted to buy content.
The idea is that AR apps add more information to a real experience - consider why the audience would want this? For example at Wimbledon last year spectators could download an app (if they had an android powered phone) which was called Wimbledon Seer - if they held up the phone and pointed it at the courts - it displayed match data, where the refreshment stands where, whether a cafe had an exceptionally long line etc. Think about how this could be applied to all events within all industries e.g. the Oscars, Baftas, Reading Festival, Glastonbury - and how this could then be used to sell the audience content or if the content was free how you can make money from advertising.
There is an interesting article called The rise of the camera phone' in the Guardian Technology pages (accessible on the web) article date January 8th 09 which discusses how the camera phone, which only came of age in 2003 has changed the way that events are recorded and disseminated forever. In the article Stuart Jefferies looks at how the camera phone has changed among other things the way that we watch live performance. http://www.guardian.co.uk/technology/2010/jan/08/stuart-jeffries-camera-phones
Proliferation - The concept that in the digital age companies/ and audience produce a greater range of either hardware/software and content - this is due to the ability to produce content more cheaply (because of digitization) and also because we have an insatiable desire to want to do more and more with our hardware and software
Digital hardware - in terms of its ability to store huge amounts of data, transfer speeds for content and data, processing power (the ability to do things with data quickly) are improving so quickly that hardware becomes obsolete faster.
Consider how the proliferation of Film channels, Peer to peer networking sites, torrent sites, social networking sites - has affected the way your industry makes content, markets content and distributes content. How have their production practices and profits been affected by the proliferation of global digital audience markets? Consider the impact of the proliferation of the above on audiences - ON YOU!
Synergy - I got this definition from wiki - Synergy in the media*
In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate,[2] e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. For example, the Spider-Man films had toys of webshooters and figures of the characters made, as well as posters and games. *for more re: Media Synergy see Linden Dalecki's article in Northwestern's Journal of Integrated Marketing Communications (2008).
I would definitely read through the Linden Dalecki's article - you can access it on the Wiki page - just type in Synergy and go down to Media Synergy.
So synergy is about institutions working together for profit and mutual benefit.
For the film industry consider the importance of Awards e.g Baftas, Oscars.
Interactivity
This is the idea that we interact with Media texts and individualise our experience of them. Any websitefor a film is interactive as we engage with these texts based on our own personal choices. Increasingly all media forms allow us to comment on them and these comments may be shown or appear on ticker tape (on the news) or may even be read out. Since the advent of digital media it has become increasingly easy to engage with all media output and create our own media texts. Social networking may also be described as interactive as individuals continually post and comment on posts - you can tag photos - show films etc.
Consider how your industry is affected and benefits from interactivity. Consider how audiences engage with Stars and Celebrity through sites such as Twitter - and why celebrities Twitter at all - there is even an 'Oscars' for Twitter. You may want to think about the impact of TV programmes such as the X factor on the film industry - they are interactive in the way that they engage the audience in decisions and also appeal to a Mass audience, which is something fairly unique in the age of fragmented niche audiences.
This is the definition of Interactivity in the Media from Wikipedia -
Interactivity in new media
New media is an expanding term that encompasses all new technologies we have today. Interactivity is seen as a key association with new media as it basically sets apart the 'old' and new medias. Old media could only offer a sit-back type interaction, whereas new media is much more engaging to their audiences.
Technologies such as DVDs and digital TV are classic examples of interactive media devices, where a user can control what they watch and when. However, the Internet has become the prime model of an interactive system. Users can become fully immersed in their experiences by viewing material, commenting it and then actively contributing to it. McMillan states that interactivity can occur at many different levels and degrees of engagement and that it is important to differentiate between these levels. Use-to-user interaction via the internet; para-social interaction, where new forms of media are generated online; and user-to-system interactivity which is the way devices can be engaged with by a user.
Lev Manovich (2001) also makes a clear definition of what interactivity means for the user. He refers to 'open interactivity' as actions such as computer programming and developing media systems, whereas 'closed interactivity' is merely where the elements of access are determined by the user.
Virtuality
Really we need to start to think about the range of realities that we can now occupy - and if you click on the page below this one you will find a diagram that looks at the concepts of augmented realities, augmented virtuality and the idea of immersive virtuality.
Think about how your industry is affected now or in the future by virtual and augemented spaces. For the Film Industry this could be the impact semi virtual spaces such as Facebook, My Space with their ability to 'virally' market and seed through the use of teaser trailers, performance clips. Is it possible that in the future we will be part of films and make choices about the narrative through an Avatar (virtual self) the same way that we do in games.
An idea that comes from that Guardian article 'The Rise of the Mobile Phone' is the idea that we increasingly live in these network spaces because of the breakdown other ties between us - see this extract below:
"Another great thinker, the Leeds-based sociologist Zygmunt Bauman, wrote in his book Liquid Love that, in a modern world in which those purportedly fixed and durable ties of family, class, religion, marriage have melted away, we look for something else to hold us together. Hence, no doubt, the rise of social networking sites – and hence, too, the feverish snapping with camera-phones to take images that can validate our existence to our Twitter followers, our speed-dial intimates, our online "friends". It's a new Cartesian cogito: I photograph, therefore I am (and don't my uploaded images glam up my Facebook profile a treat?). Maybe Marcuse was wrong: we're not so much in thrall to technology, as using it for an unanticipated emancipatory project.
Compression
This is the reason why we can store, send, make digital texts so easily - through algorithms like MP3/4 or Quick Time etc we are able to store and send digital texts legally or illegally.
Connectivity
Connectvity through web 2.0 (broadband), bluetooth, data stick, ethernet, the 3G network is leading to an 'always on ' state for most members of the audience. We may be watching the premiere, filming it, posting it on youtube, twittering about it, telling everyone on facebook that we are at the premiere/ cinema etc etc.
Connection speeds have improved to the point that your computer is increasingly convergent as you can stream TV/Film or download. For Institutions the battle is how to make your web behaviours legal, and how they can make money from this - it may be paying for content or allowing you free access if you are forced to watch advertising (ITV player does this). This 'always on' audience will proliferate as larger numbers have access to the 3G network and free internet on their mobile devices.
Encryption
This is the way Institutions seek to control what we do with digital media texts by locking them by placing code on them.
Digital rights management (DRM) is a generic term for access control technologies that can be used by hardware manufacturers, publishers, copyright holders and individuals to try to impose limitations on the usage of digital content and devices. I got the following information about DRM from Wiki it is worth looking at the whole wiki page as it discusses DRM in the Music Industry and the Film Industry.
"It is also, sometimes, disparagingly described as Digital Restrictions Management. The term is used to describe any technology which inhibits uses (legitimate or otherwise) of digital content that were not desired or foreseen by the content provider.
Digital rights management is being used by companies such as Sony, Apple Inc., Microsoft, Aol and the BBC.
The use of digital rights management is controversial. Proponents argue it is needed by copyright holders to prevent unauthorized duplication of their work, either to maintain artistic integrity[1] or to ensure continued revenue streams.[2] Some opponents, such as the Free Software Foundation, maintain that the use of the word "rights" is misleading and suggest that people instead use the term digital restrictions management.
Their position is essentially that copyright holders are restricting the use of material in ways that are beyond the scope of existing copyright laws, and should not be covered by future laws.[3] The Electronic Frontier Foundation, and other opponents, also consider DRM systems to be anti-competitive practices.[4)
In practice, all widely-used DRM systems are eventually defeated or circumvented.[5] Completely restricting the copying of audio and visual material is impossible due to the inevitable analog hole."
You need to be up to date with the new Internet Piracy Bill (see the piracy post on this blog). Look at the impact of the Pirate Party and the imprisoning of the founders of Pirate Bay. You need to consider the fact that it is the petitioning of the Music and Film Industry that has caused governments around the world to look at how they can legislate copyright law in the Digital age.
Useful Terms to Learn.....
Halo Effect - A Marketing Term:
In brand marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand. It has been used to describe how the iPod has had positive effects on perceptions of Apple's other products for example itunes.
Reverse Halo Effect
A corollary to the halo effect is the reverse halo effect where individuals, brands or other things judged to have a single undesirable trait are subsequently judged to have many poor traits, allowing a single weak point or negative trait to influence others' perception of the person, brand or other thing in general. This is also called the "devil effect."
A Walled Garden
A walled garden, is an analogy used in the telecommunications and media industries when referring to carrier or service provider control over applications and content/media on platforms (such as mobile devices) and restricting convenient access to non-approved applications or content. For example, in telecommunications, the services and applications accessible on any device on a given wireless network were historically tightly controlled by the mobile operators. The mobile operators determined which applications from which developers were available on the devices home portal/home page. This has long been the central issue constraining the telecommunications sector with developers facing huge hurdles in getting their applications onto devices and into the hands of end-users.
More generally, a walled garden refers to a closed or exclusive set of information services provided for users. This is in contrast to providing consumers open access to the applications and content.
Yet another example is where an unauthenticated user is given access to a limited environment for the purpose of setting up an account - after they have done so they are allowed out of the walled garden. Some walled gardens are created and maintained by the use of firmware upgrades that wall-out alternatives (eg. Apple iPhone hacks).
Some examples of walled gardens:
America Online. AOL started its business with revenue-sharing agreements with certain information providers in their subscriber-only space.
■Full Service Network. A pilot project from Time Warner in the early 1990s, this was an early interactive television system that provided residents of Orlando, Florida, access to online shopping, grocery order and US Mail Service.
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Infovía, a Spain-wide Intranet established by Telefónica in the 1990s. It connected content providers and modem users. Telefonica provided the connection between modems and server over its telephone and data networks.
Most WAP services were originally set up as walled gardens.
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Apple didn't allow 3rd-party software development for the 1st generation iPhone released in 2007. Instead, Apple encouraged the development of web applications which are not hosted locally. In 2008, the Apple opened up the iPhone, permitting the installation of 3rd-party applications contingent on Apple's approval.
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Virgin Media Technicians use the term walled garden to refer to the MAC Addresses of unactivated Cable Modems and set top boxes
Facebook internal e-mail and chat service.
In brand marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand. It has been used to describe how the iPod has had positive effects on perceptions of Apple's other products for example itunes.
Reverse Halo Effect
A corollary to the halo effect is the reverse halo effect where individuals, brands or other things judged to have a single undesirable trait are subsequently judged to have many poor traits, allowing a single weak point or negative trait to influence others' perception of the person, brand or other thing in general. This is also called the "devil effect."
A Walled Garden
A walled garden, is an analogy used in the telecommunications and media industries when referring to carrier or service provider control over applications and content/media on platforms (such as mobile devices) and restricting convenient access to non-approved applications or content. For example, in telecommunications, the services and applications accessible on any device on a given wireless network were historically tightly controlled by the mobile operators. The mobile operators determined which applications from which developers were available on the devices home portal/home page. This has long been the central issue constraining the telecommunications sector with developers facing huge hurdles in getting their applications onto devices and into the hands of end-users.
More generally, a walled garden refers to a closed or exclusive set of information services provided for users. This is in contrast to providing consumers open access to the applications and content.
Yet another example is where an unauthenticated user is given access to a limited environment for the purpose of setting up an account - after they have done so they are allowed out of the walled garden. Some walled gardens are created and maintained by the use of firmware upgrades that wall-out alternatives (eg. Apple iPhone hacks).
Some examples of walled gardens:
America Online. AOL started its business with revenue-sharing agreements with certain information providers in their subscriber-only space.
■Full Service Network. A pilot project from Time Warner in the early 1990s, this was an early interactive television system that provided residents of Orlando, Florida, access to online shopping, grocery order and US Mail Service.
■
Infovía, a Spain-wide Intranet established by Telefónica in the 1990s. It connected content providers and modem users. Telefonica provided the connection between modems and server over its telephone and data networks.
Most WAP services were originally set up as walled gardens.
■
Apple didn't allow 3rd-party software development for the 1st generation iPhone released in 2007. Instead, Apple encouraged the development of web applications which are not hosted locally. In 2008, the Apple opened up the iPhone, permitting the installation of 3rd-party applications contingent on Apple's approval.
■
Virgin Media Technicians use the term walled garden to refer to the MAC Addresses of unactivated Cable Modems and set top boxes
Facebook internal e-mail and chat service.
AS Media students- Interesting Link to thinking about web 2.0
Here is the link to the intro to web 2.0 that we will watch in class....
AS media case studies interesting articles for Alice in Wonderland marketing
Here are some interesting snippets from the Alice in wonderland marketing campaign, including some digital social networking on Facebook, where three characters from the film had their own page.
http://mashable.com/2009/11/12/alice-in-wonderland-facebook/
http://www.amcentertainment.com/Script_to_Screen/_Alice_in_Wonderland__Details/
http://www.moviemarketingmadness.com/blog/2010/03/03/movie-marketing-madness-alice-in-wonderland/
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