Explore television’s evolution. Discuss how the advent of new media has posed a challenge to conventional media.
Pick one popular mass communication medium (e.g. newspapers, magazines, TV or radio) and explore its evolution. Discuss how the advent of new media has posed a challenge to conventional media.
In recent years, on the one hand, with the rapid development of science and technology, on the other hand, the concept of media is evolving constantly; the television media in the whole society has been widely used. The humanities are living in a media age which has gradually entered the digital media and online media as representative of the media age. The television media has plenty of characteristics, for example: outstanding personalized, gives the audience a variety selections and timely dissemination of information, etc. The purpose of this essay is to introduce the evolution of television media and analyze the challenge from the television media to conventional media and traditional media how to overcome this dare. This essay will be divided into five parts. First of all, introduce the definition of the television media. Secondly, describe the evolution and development of the television media. Thirdly, represent the television media has advantages better than conventional media, which include spreading intuitive information that audience can understand it easily and the audiences are not limited by culture level, etc. Next, aiming to these challenges, there have some solutions to overcome it. The suggestions about how to solve this problem involve that exert the role of the conventional media’s low prices and low acceptable cost, another point is that the consumption habit of the masses is tend to traditional, who have bought print media habitually. Last but not least, there will be a conclusion about these analyze.
In the society of today, television has already become a very common electrical equipment of household. The invention has been one of the few contemporary society on television as much impact. As Ahonen (2011) states that in the industrialized world has 630 million television sets totally. More than 470 million families have TV sets; in addition, one home has two or more than two televisions which occupy 34 presents. In the emerging world, in 950 million homes, where have 970 million TV sets. Add the industrialized world and emerging world together which is whole world, the data shows that, there have 1.6 billion televisions in 1.42 billion families. Furthermore, Sweney (2010) claims that average British watches four hours of TV per day. It follows that television media has already become indispensable part of mortal daily life, which is one reason of why television media will develop so fast.
At the beginning of any era, the new media is an exciting and interesting situation for all of people of a special period of time (Wilt, 1998). Bell claims that TV has gone from black and white to color, from tubes, transistors TV to the rapid development of integrated circuit television, at present, TV is moving to intelligent, digital and versatile technology; also spread by satellite television to satellite broadcast. The impacts from television to human being, which can be said the invention of TV sets, are the most influential invention. ‘Although John Logie Baird is an important part of inventing the TV sets, yet the idea of television is not commence with Logie Baird began in 1920. In the late Century 19th, a number of scientists had made important discoveries that Baird would use in his first version of a television (History Learning Site, 2014).’ In other words, in the end of nineteen century, the opinion of the TV sets had been emerged. During the 1880s, few pioneers began to study the design of technology transfer images, which come from German. After a few years, the inventors had finished research that created a receiver reassembled the picture and put it into the televisions. In the course of constant efforts and in allusion to improve the technology unremittingly, transfer some static images successfully, however, due to the range and the distance of TV cable machinery was very limited, therefore, the pictures were quite rough (Williams, 2003). Times was passed to 1928, Cavendish (2008) suggests that 31 radio stations carried the world’s first television pilot, as a result of some technologies appeared some problems, the entire test lasted only 30 minutes, only a dozen TV sets can watch TV program, this condition proclaimed the advent of television art, is a major event in the history of television. From then on, broadcasting companies began a long-term continuous broadcast television program, adding a type of new type of entertainments for public. After a decade, Nazi Germany operated the first regular television service. During the same period, Kelly (2014) claims that from 1935 to 1941, electronic television had been improved and several countries began broadcasting; the TV sets were popularized in a small number of families gradually. Fortunately, two German television companies were live broadcasting the 1936 summer Olympic Game where was in Berlin, which marks the history of the world for the first time a sports event live television coverage (Television History – The First 75 Years, 2001).
During a period of peacetime, time came to War World II. Due to the impact of the war, not only broadcast industries but also television industries had effected by the relatively large and the development had been slow reversely and control by a country’s government (Edgerton and Rollins, 2001). After War World II, televisions were rising rapidly, because of commercial television, which was introduced in the United States. In addition, had been rapid development. At the beginning, commercial television must truss to the broadcast companies before, after that, commercial television could be developed well. Afterwards, during a period of development, commercial television could control the broadcast companies totally (Turow, 2011). In general, the TV set in nowadays society is one of the most popular electronic devices, in other words, also is one of the essential entertainment equipment of human being. Elert (2007) states that since commercial television became commercially available in 1930, which had rapidly swept, nearly 77 percentages of households had one TV set at least by 1955. Nowadays, television is almost a necessity, which occupies 99 percent of one family.
Time came to the 1960s, which was a pivotal year of quickly development of TV sets. On the one hand, the public could watch the debate between John F. Kennedy and Richard M. Nixon, which was become a political force (McLaughlin, 2014). On the other hand, television in this period was gradually become valued profits, which was from advertising. In early stage, TV sets just a type of way to kill time, with the development of television advertising; commercial advertising was permeating the television program step by step. Ridley (2014) claims that the TV sets were broadcasting the advertising of selling cigarette since 1965. And after that point, commercial advertising was gradually coming into the sight of people. TV viewership is an important component part of the television program, which is closely related to commercial sponsorship (Penz, 1996). Therefore, network managers started using TV viewership to make planning decisions. When the period of low viewership, the executives will broadcast the ordinary television program, when the time of high viewership, the managers will play the commercial advertising, which can gain more profits. Consequently, through commercial advertising to sell goods is an effective way, Bindi and Angelescu (2012) states that TV is undoubtedly the most influential media to propagate information and advertising.
The rapid development of television was sustained for a long time, soon, plenty of television channels had increased, thus, leads to fragment audiences and accelerate competition of television media, and Ellis (2000) claims that viewers have shunted to different programs. Meanwhile, time had entered the fragmented television era, which was not a
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