Title 09 - computer application in media industries (2)

COMPUTER April 30

APPLICATION
IN MEDIA
INDUSTRIES
2012
ANI SARAH BINTI RIDZWAN GA01267; MASNANI BT ABD CHAIR
GA01282; NURUL ADZLINE BTE RAKMAN GA01318; NURUL SHAHIDA EPPD1063
BT MOHD NAZERI GA01322

Table of Contents
Major Industry Trends – Nurul Syahida Bt Mohd Nazeri GA01322 ......................... 2
CONVERGENCE .................................................................................................................................. 3
New Media Wins Advertising Share from Traditional Broadcasters ................................................. 4
Market Analysis.................................................................................................................................. 5

............................................................... 6
The "Business Critical" Market ...................................................................................................... 8
Improving Workflow Efficiency......................................................................................................... 9
Tiered Storage Strategy....................................................................................................................... 9
Storage Infrastructure Trends ........................................................................................................... 10
Conclusion ....................................................................................................................................... 10

New media – Masnani Bt Abd Chair GA01282 .................................................. 11
History .............................................................................................................................................. 11
Definition .......................................................................................................................................... 13
Globalization and new media ....................................................................................................... 15
As tool for social change ............................................................................................................... 17
Interactivity and new media .......................................................................................................... 18

Is Nokia's Ovi Finnish'd? – Ani Sarah Binti Ridzwan GA01267 ...................... 19

TOPIC 9 – COMPUTER APPLICATION IN MEDIA INDUSTRIES Page | 1

MAJOR INDUSTRY TRENDS
NURUL SYAHIDA BT MOHD NAZERI GA01322

Major Industry Trends One hundred years ago, the media was simply

T
he term “media” refers both to
composed of the printed press. Today, there
various forms of communication, and
is a vast range of communication channels,
to the organizations behind this
including TV, radio, cinema, and the internet,
communication, including the press and
as well as print. However, common industry
news-reporting agencies. It can also refer to
trends can still be identified, despite the
different types of data storage. This review
increasingly diverse nature of the market.
looks at the media in all its communication
activities.



CONVERGENCE

C
onvergence has been one of the satellite TV broadcasts. Some airlines offer
buzzwords in the industry for many video games and audio-visual entertainment
years. It relates to the emergence of on demand, allowing passengers to stop,
digital technology, which has allowed start, and skip through programs, and to
media organizations to deliver text, audio, select movies stored in the aircraft computer
and video material over the same wired, system. Touch-screens and/or handsets allow
wireless, or fiber-optic connections. The passengers to choose from a variety of
development of the internet has played a features and content, including feature films,
critical role in media convergence, as it now news, and TV programs, as well as giving them
allows people to read newspapers, listen to the option to select video games and web-
the radio, watch TV, and download music and based content, create music playlists, and so
movies (and play both) on their computers, on. The more advanced IFE systems allow
or, increasingly, on handheld devices. passengers to make hotel or rental car
Consumers are now watching movies on their reservations in advance from the aircraft seat.
mobile phones, and making phone calls from Back on the ground, trends over the next few
their personal computers. Technological years, in terms of convergence and
advances also mean that consumers can technological developments, mean
watch TV programs on demand, that is, when manufacturers are likely to focus on
and where they want, rather than when the increasing demand for personalized
TV schedulers decide to broadcast them. entertainment, with much of the industry’s
The development of in-flight entertainment attention focused on developing services for
(IFE) provides a vivid illustration of the way in mobile phones. In April 2010, Nokia, for
which the media has been transformed over example, released its N8 phone, which
the past 30 years, and of the convergence of features a camera and acts as a portable
technologies. In the 1970s, IFE consisted of a entertainment hub. The phone provides
movie projected onto a screen. Today, most access to web TV services, while an HDMI
airlines offer personal televisions, usually connection enables the owner to plug it into
located in the seat backs, featuring live their home entertainment system and get HD
video playback with Dolby Digital Plus
Surround Sound.



expressing strong interest in new search-
New Media Wins targeting technologies. These include “search

Advertising Share from retargeting,” or targeting search ads to select
groups of users based on the websites that
Traditional they have previously visited, or based upon
Broadcasters whether an individual has visited an

S
earch Engine Marketing Professional advertiser’s own website before. The search
Organization (SEMPO), a trade engine Google is striving to increase its
organization for the search-engine advertising revenues, and is using targeted
marketing sector, reported in April 2010 that marketing as one means of achieving this. The
internet search engines are continuing to company believes that: “by making ads more
steal advertising market share from relevant, and improving the connection
traditional broadcasters. SEMPO said that between advertisers and our users, we can
around half the companies it surveyed are create more value for everyone.” The
reallocating budgets to search-engine company added that: “Users get more useful
marketing from print advertising. More than a ads, and these more relevant ads generate
third (36%) are shifting money away from higher returns for advertisers and publishers.”
direct mail, and almost a quarter are moving Google is also seeking to increase its
budgets from conferences and exhibitions and advertising revenues by offering mobile
web display advertising. advertising, including ads that appear within
Sara Holoubek, outgoing SEMPO President for mobile phones’ web browsers.
2009–10, said, “Difficult market conditions Other companies have been offering
caused by the recession resulted in a personalized online advertising for some time.
relatively slow year for the industry in 2009, The social networking sites, MySpace and
which was improved by a significant upturn in Facebook, have targeted ads at individual
the fourth quarter. This momentum has users based on their profiles since 2007, while
continued into 2010, and we are expecting a retail sites such as Amazon and iTunes
return to double-digit percentage market regularly recommend books and music to
growth in 2010.” Part of the appeal of the their users, based on their past purchases.
new media to advertisers is that audiences
can be targeted much more effectively than
using traditional media. Earlier research from
SEMPO has found that advertisers were



struggling New York Times accepted a US$250
Market Analysis million loan from prominent shareholder,
Impact of the Recession on the Carlos Slim, in 2009. The newspaper has

Media Industry suffered as readers and advertisers flee to

T
other platforms. In 2009, burdened by debt
he media industry earns a large
proportion of its revenues from
advertising, and is, therefore, highly
Technological
influenced by the economic cycle. Advertising Developments
Apart from convergence, other technological
and marketing budgets tend to suffer first developments are likely to have a dramatic impact on
when the corporate sector comes under the media industry over the next five to 10 years. 3D
TV was launched in 2010, although viewers will
pressure. The recession in 2009 certainly hit struggle to enjoy the product until 3D TV channels are
the industry hard, with one UK agency also launched. However, Samsung, which was among
the first to launch 3D TVs, says that the new hardware
describing the downturn as the worst the will add depth to the picture of normal broadcasts and
media had faced since the Second World War. Blu-ray films. For several years, the industry has talked
up the arrival of 3D TV in the home to little effect.
However, signs of an upturn emerged in 2010, Many, however, believe 2010 really is the
with global giants such as Procter and Gamble breakthrough year for the technology, helped in large
part by the growing number of 3D movies at the
(P&G) pledging to increase their media spend theatre, and the success of James Cameron’s sci-fi
over the year. In 2009, P&G reduced its spend epic Avatar.

by 13%. This was a more swingeing cut than
and a steep slide in newspaper advertising,
that made by the biggest 100 advertisers
the Miami Herald was also reported to be up
collectively: as a group, they decreased
for sale.
spending by just over 11% in the United
Kingdom, according to Nielsen.
The downturn in ad spend has certainly had a
severe impact in the United States. In April
2010, for example, the publisher of two of the
country’s most popular dailies, the Chicago
Tribune and Los Angeles Times, and owner of
television stations, including superstation
WGN, filed for bankruptcy. Reports said that a
2007 buyout saddled the publisher, Tribune,
with too much debt as the economy and
advertising revenue declined. Meanwhile, the


COMPUTER APPLICATION
NURUL ADZLINE BTE RAKMAN GA01318
shelf technology — mainly due to

T he future of storage and how it's
used is being determined today by
the IT industry, where most of the
components used in professional
production and distribution systems and
performance reasons. However, with the
advances we see today in the IT industry,
some manufacturers have qualified
specific high-performance computer
networks come from. storage systems for use in broadcast. The
advantage here is in quicker time-to-
As the broadcast industry moves to file- market with new technology, generally
based systems, storage is a key component lower costs for performance and more
in how facilities implement video servers flexible solutions.
into their workflow. Manufacturers have
two options: use off-the-shelf IT solutions When we look at the storage landscape it's
and tailor them for broadcast, or design important to focus on two major
custom storage systems into their products. elements—the physical storage media
(e.g., internal data processing technology
In the past, the highly specialized nature of and form factor) and the workflow that it
broadcast had precluded the use of off-the- will ultimately be deployed in.

T he IT industry designs storage for many markets, with two major customers, the PC
market and the Enterprise market for mission critical type applications, driving most
of the revenue. In many cases the design guidelines for these two markets are very
different. The PC market is primarily focused on price while the Enterprise market demands
high performance and reliability. Recently, however, new technology advancements have
helped to create a new category between these two —the "Business Critical" market.
Within the Enterprise drive market there are several major trends that are driving the use of
certain types of physical storage:


1. The Enterprise market is currently Valley K2 Media Server). This
moving from Fibre Channel (FC) drives determines how fast you can process
to serial attached SCSI (SAS) drives and move data on and off the drive. In a
just as the PC market recently moved video environment, the faster the
from parallel connections to serial storage system the better, but more
SATA drives. Driving this migration is importantly, it must be deterministic
the fact that aside from the obvious and consistent. In the IT industry, if
cabling advantages of serial attach, you have a few millisecond pause in
serial clock speeds can be higher than data transfers, nobody will notice, but
parallel connections and SAS provides in video, it can mean black frames.
a direct point-to-point bus connection
vs. a shared bus connection with FC Video servers are designed with
SCSI drives resulting in better overall appropriate buffering to avoid these
performance. This means stored delays up to a certain point, which is
material can be accessed much faster. why your storage system must be
For editors and program distributors, deterministic. An area that can cause
this results in better productivity. these delays is disk failures in a RAID
protected system — both FC and SAS
The performance of a drive is drives provide good performance and
determined by its clock speed and its deterministic behavior whereas SATA
rotational speed (today Thomson uses drives are not as predictable.
15,000 rpm SAS drives in its Grass

2. The latest version of SATA drives — time between failure) and Native
SATA 3Gb/s, running at 7,500 rpm, Command Queuing (which enables the
have made a lot of improvements over drives to internally optimize how
first generation SATA 1.5Gb/s drives. commands are executed for better
In addition to clock speeds doubling to performance) opens new markets for
3 Gb/s which doubled the transfer rate SATA drives. While SATA drives
to 300 MB/s, features such as hot-swap continue to get better, they still lag behind
capability, improved MTBF (mean- that of Enterprise SAS drives for high-
performance, high reliable mission critical
markets.



The "Business Critical" Market
These advancements have created a new class of SATA drives, which can be half the cost of
SAS drives and becomes a practical consideration for use in lower performance video
applications. Seagate, which supplies a large number of drives to the broadcast and video
production industry, calls them "Business Critical" drives; indicating a class of drives between
Enterprise SAS drives and the low cost, lower performance and less reliable PC drives.
We consider the broadcast market to be a "Mission Critical" market. While a disk problem will
not result in a fatality, it can result in lost revenue with make-goods. Most broadcasters
demand that their server system be as reliable as possible, which has driven the almost
exclusive use of Enterprise Drives in professional video servers. However, new advances in
these Business Critical devices make them an ideal choice to support some types of video
production and less demanding playout applications. These SATA drives will also be available
with a SAS interface. This allows you to pick a storage system and populate it with either
drive, based on your application and budget. These should begin appearing in the community
later this year.


out of real-time 270 Mb/s (or 1.5Gb for
Improving HD) video and into a data file that can be
as low as 8 Mb/s for transfers many times
faster (15-25 Mb/s is typical for SD and 50
Workflow Mb/s for HD). The most benefit is realized
by making the conversion (encoding) as
Efficiency early in the process as possible, preferably
during the ingest process.

T he overall concept of servers has
moved facilities from a baseband
video infrastructure to a file-base
infrastructure, bringing with it a long list
of benefits that this type of IT-centric
In addition, with file-based workflows you
have the option of working with a low-
resolution, browse-level version of the file
(1 Mb/s or less) for QA purposes, editing,
architecture affords. Broadcasters and quick review or archiving. This allows you
production studios are seeing more and to cost-effectively develop internal
more success with cost savings and networks where hundreds of journalists
workflow efficiencies in migrating this and producers can access the same file at
way. the same time, while keeping bandwidth
The whole idea of a tapeless facility goes requirements low.
back to implementing a workflow that gets

footage on-line for one week, move it to
Tiered Storage near-line for 30 days and then to off-line.
This reduces the amount of on-line storage
Strategy without the large performance penalty of
tape.

A
nother option for tapeless
workflows is to implement a tiered
storage strategy, in which you
have three types of storage; on-line, near-
line and off-line.
On-line = Enterprise drives, highest
performance, reliability and highest cost.
Usually configured in a SAN system.
Near-line = SATA drives, moderate
performance, good reliability and lower
cost. Usually configured in a NAS
system.
Off-line = tape archive; lowest
performance and lowest cost. Storage
robotic systems can be small as a desktop
or as large as a bedroom.

. For example, in a news production
environment, you might want to store


iSCSI (SCSI commands over Ethernet)
Storage and TOE cards (TCP/IP engines required
for off-loading the system CPU) make
Infrastructure GigE a good option for high performance,
deterministic video systems.
Trends For the most common server
The storage infrastructure is what ties implementations 1 Gb/s performance is
everything together. Today in the certainly good enough, but when you want
Enterprise market we have FC and GigE to move a massive amount of data in and
connections. FC has always been the out of a server, the more bandwidth you
performance leader but is costly to have available the better. This is where 10
implement. Gb/s Ethernet becomes ideal. Often a high
performance ftp network will be mostly 1
Gigabit technology has been predominate Gb/s with a 10 Gb/s backbone. This allows
in the IT industry and we are seeing its most devices to talk to the network via 1
performance advance to where it is a good Gb/s but gives some devices the option of
alternative to FC while coming at a lower 10 Gb. For example, if you need to move
cost (with cheaper switches and cabling). data to a very fast archive system with
Today FC has moved from 2 Gb/s to 4 multiple tape drives in the 120 MB/s
Gb/s performance. Ethernet is range, then you can easily max out a 1
predominately 1 Gb/s, but we're seeing Gb/s connection.
cost-effective 10 Gb/s switches (actually a
few 10 Gb ports on a 1 Gb switch) being
implemented. New technologies such as

Conclusion
oing forward, as storage demands increase — which is a certainty given the need to

G support multiple channels of HD content sent to a variety of distribution platforms —
IT-centric technologies will continue to provide the solutions broadcasters require.
Some applications are still being developed, so no one's sure exactly what technologies will
be adopted most. What is clear is that many vendors serving the broadcast industry have
recognized the efficiencies to be found in off-the-shelf IT solutions. While some still cling to
proprietary architectures, it's the most open approaches that will provide the fastest return on
investment and ultimately be most successful.
Roger Crooks is Product Marketing Manager for Servers and Digital News Production
Products at Grass Valley.


NEW MEDIA – MASNANI BT ABD CHAIR GA01282

New media

N
ew media is a broad term networkable, dense, compressible,
in media studies that emerged in and interactive. Some examples may be
the latter part of the 20th the Internet, websites, computer
century that refers to on-demand access to multimedia, video games, CD-ROMS, and
content anytime, anywhere, on any digital DVDs. New media does not
device, as well as interactive user include television programs, feature
feedback, creative participation and films, magazines, books, or paper-based
community formation around the media publications – unless they contain
content. Another important promise of technologies that enable digital
new media is the "democratization" of the interactivity. Wikipedia, an online
creation, publishing, distribution encyclopedia, is an example,
and consumption of media content. combining Internet accessible digital text,
Another aspect of new media is the real- images and video with web-links, creative
time generation of new, unregulated participation of contributors, interactive
content. feedback of users and formation of a
participant community of editors and
Most technologies described as "new
donors for the benefit of non-community
media" are digital, often having
readers. Facebook is an example of
characteristics of being manipulated,
the social media model, in which most
users are also participants.

History
such as those of television and radio. The

I
n the 1960s, connections between
last twenty-five years have seen the rapid
computing and radical art began to
transformation into media which are
grow stronger. It was not until the
predicated upon the use of digital
1980s that Alan Kay and his co-workers
technologies, such as
at Xerox PARC began to give the power of
the Internet and video games. However,
a personal computer to the individual,
these examples are only a small
rather than have a big organization be in
representation of new media. The use
charge of this. "In the late 1980s and early
of digital computers has transformed the
1990s, however, we seem to witness a
remaining 'old' media, as suggested by the
different kind of parallel relationship
advent of digital television and online
between social changes and computer
publications. Even traditional media forms
design. Although causally unrelated,
such as the printing press have been
conceptually it makes sense that the Cold
transformed through the application of
War and the design of the Web took place
technologies such as image
at exactly the same time.‖
manipulation software like Adobe
Until the 1980s media relied primarily Photoshop and desktop publishing tools.
upon print and analogue broadcast models,
Andrew L. Shapiro (1999) argues that the
"emergence of new, digital technologies



signals a potentially radical shift of who is media, and particularly the Internet,
in control of information, experience and provide the potential for a democratic
resources" (Shapiro cited in Croteau and postmodern public sphere, in which
Hoynes 2003: 322). W. Russell citizens can participate in well informed,
Neuman (1991) suggests that whilst the non-hierarchical debate pertaining to their
"new media" have technical capabilities to social structures. Contradicting these
pull in one direction, economic and social positive appraisals of the potential social
forces pull back in the opposite direction. impacts of new media are scholars such as
According to Neuman, "We are witnessing Ed Herman and Robert McChesney who
the evolution of a universal interconnected have suggested that the transition to new
network of audio, video, and electronic media has seen a handful of powerful
text communications that will blur the transnational telecommunications corporat
distinction between interpersonal and mass ions who achieve a level of global
communication and between public and influence which was hitherto
private communication" (Neuman cited in unimaginable.
Croteau and Hoynes 2003: 322). Neuman Scholars, such as Lister et al. (2003) and
argues that New Media will: Friedman (2005), have highlighted both
the positive and negative potential and
 Alter the meaning of geographic
actual implications of new media
distance.
technologies, suggesting that some of the
 Allow for a huge increase in the
early work into new media studies was
volume of communication.
guilty of technological determinism –
 Provide the possibility of increasing whereby the effects of media were
the speed of communication. determined by the technology themselves,
 Provide opportunities for interactive rather than through tracing the complex
communication. social networks which governed the
 Allow forms of communication that development, funding, implementation and
were previously separate to overlap future development of any technology.
and interconnect.

Consequently it has been the contention of
scholars such as Douglas
Kellner and James Bohman that new



3. New Media as Digital Data
Definition Controlled by Software – The
lthough there are several ways that language of New Media is based

A New Media may be described, Lev
Manovich, in an introduction
to The New Media Reader, defines
New Media by using eight simple
on the assumption that, in fact, all
cultural objects that rely on digital
representation and computer-based
delivery do share a number of
and concise propositions:[4] common qualities. New media is
1. New Media reduced to digital data that can be
versus Cyberculture – manipulated by software as any
Cyberculture is the various social other data. Now media operations
phenomena that are associated can create several versions of the
with the Internet and network same object. An example is an
communications (blogs, online image stored as matrix data which
multi-player gaming), whereas can be manipulated and altered
New Media is concerned more according to the additional
with cultural objects and algorithms implemented, such as
paradigms (digital to analog color inversion, gray-scaling,
television, iPhones). sharpening, rasterizing, etc.

2. New Media as Computer
Technology Used as a 4. New Media as the Mix Between
Distribution Platform – New Existing Cultural Conventions
Media are the cultural objects and the Conventions of
which use digital computer Software – "New Media today can
technology for distribution and be understood as the mix between
exhibition. e.g. (at least for now) older cultural conventions for data
Internet, Web sites, computer representation, access, and
multimedia, Blu-ray disks etc. The manipulation and newer
problem with this is that the conventions of data representation,
definition must be revised every access, and manipulation. The
few years. The term "new media" "old" data are representations of
will not be "new" anymore, as visual reality and human
most forms of culture will be experience, and the "new" data is
distributed through computers. numerical data. The computer is
kept out of the key "creative"
decisions, and is delegated to the
position of a technician." e.g. In
film, software is used in some
areas of production, in others are
created using computer animation.



5. New Media as the Aesthetics that
Accompanies the Early Stage of
Every New Modern Media and 7. New Media as the Encoding of
Communication Technology – Modernist Avant-Garde; New
"While ideological tropes indeed Media as Metamedia – Manovich
seem to be reappearing rather declares that the 1920s are more
regularly, many aesthetic relevant to New Media than any
strategies may reappear two or other time period. Meta-
three times ... In order for this media coincides
approach to be truly useful it with postmodernism in that they
would be insufficient to simply both rework old work rather than
name the strategies and tropes and create new work. New media
to record the moments of their avant-garde "is about new ways of
appearance; instead, we would accessing and manipulating
have to develop a much more information" (e.g. hypermedia,
comprehensive analysis which databases, search engines, etc.).
would correlate the history of Meta-media is an example of how
technology with social, political, quantity can change into quality as
and economical histories or the in new media technology and
modern period." manipulation techniques can
"recode modernist aesthetics into a
very different postmodern
aesthetics."
6. New Media as Faster Execution 8. New Media as Parallel
of Algorithms Previously Articulation of Similar Ideas in
Executed Manually or through Post-WWII Art and Modern
Other Technologies – Computers Computing – Post WWII Art or
are a huge speed-up of what were "combinatorics" involves creating
previously manual techniques. e.g. images by systematically changing
calculators. "Dramatically a single parameter. This leads to
speeding up the execution makes the creation or remarkably similar
possible previously non-existent images and spatial structures.
representational technique." This "This illustrates that algorithms,
also makes possible of many new this essential part of new media,
forms of media art such as do not depend on technology, but
interactive multimedia and video can be executed by humans."
games. "On one level, a modern
digital computer is just a faster
calculator, we should not ignore its
other identity: that of a cybernetic
control device."



Globalization and new media

T
he rise of new media has increased process through which public communication
communication between people all becomes restructured and partly dis-
over the world and the Internet. It has embedded from national political and cultural
allowed people to express themselves through institutions. This trend of the globalized public
blogs, websites, pictures, and other user- sphere is not only as a geographical
generated media. expansion form a nation to worldwide, but also
changes the relationship between the public,
Flew (2002) stated that as a result of the
the media and state (Volkmer, 1999:123).
evolution of new media
technologies, globalization occurs. "Virtual communities" are being established
Globalization is generally stated as "more than online and transcend geographical
expansion of activities beyond the boundaries boundaries, eliminating social
of particular nation states". Globalization restrictions. Howard Rheingold (2000)
shortens the distance between people all over describes these globalised societies as self-
the world by the electronic communication defined networks, which resemble what we do
(Carely 1992 in Flew 2002) and Cairncross in real life. "People in virtual communities use
(1998) expresses this great development as words on screens to exchange pleasantries
the "death of distance". New media "radically and argue, engage in intellectual discourse,
break the connection between physical place conduct commerce, make plans, brainstorm,
and social place, making physical location gossip, feud, fall in love, create a little high art
much less significant for our social and a lot of idle talk" (Rheingold cited in Slevin
relationships" (Croteau and Hoynes 2003: 2000: 91). For Sherry Turkle "making the
311). computer into a second self, finding a soul in
the machine, can substitute for human
However, the changes in the new media
relationships" (Holmes 2005: 184). New media
environment create a series of tensions in the
has the ability to connect like-minded others
concept of "public sphere". According to Ingrid
worldwide.
Volkmer, "public sphere" is defined as a

While this perspective suggests that the technology drives – and therefore is a determining factor – in
the process of globalization, arguments involving technological determinism are generally frowned
upon by mainstream media studies. Instead academics focus on the multiplicity of processes by
which technology is funded, researched and produced, forming a feedback loop when the
technologies are used and often transformed by their users, which then feeds into the process of
guiding their future development.


While commentators such as Castells espouse a "soft determinism" whereby they contend that
"Technology does not determine society. Nor does society script the course of technological change,
since many factors, including individual inventiveness and entrepreneurialism, intervene in the
process of scientific discovery, technical innovation and social applications, so the final outcome
depends on a complex pattern of interaction. Indeed the dilemma of technological determinism is
probably a false problem, since technology is society and society cannot be understood without its
technological tools." (Castells 1996:5) This, however, is still distinct from stating that societal changes
are instigated by technological development, which recalls the theses of Marshall McLuhan.

Manovich and Castells have argued that whereas mass media "corresponded to the logic of industrial
mass society, which values conformity over individuality," (Manovich 2001:41) new media follows the
logic of the post-industrial or globalized society whereby "every citizen can construct her own custom
lifestyle and select her ideology from a large number of choices. Rather than pushing the same
objects to a mass audience, marketing now tries to target each individual separately." (Manovich
2001:42).


some within a movement. Others are sceptical
As tool for social change about how democratic or useful it really is for

S
ocial movement media has a rich and social movements, even for those with
storied history (see Agitprop) that has access. There are also many New Media
changed at a rapid rate since New components that activists cite as tools for
Media became widely used (Chris change that have not been widely discussed
Atton). The Zapatista Army of National as such by academics.
Liberation of Chiapas, Mexico were the first
New Media has also found a use with less
major movement to make widely recognized
radical social movements such as the Free
and effective use of New Media for
Hugs Campaign. Using websites, blogs, and
communiqués and organizing in 1994. Since
online videos to demonstrate the effectiveness
then, New Media has been used extensively
of the movement itself. Along with this
by social movements to educate, organize,
example the use of high volume blogs has
share cultural products of movements,
allowed numerous views and practices to be
communicate, coalition build, and more.
more widespread and gain more public
The WTO Ministerial Conference of 1999
attention. Another example is the on-
protest activity was another landmark in the
going Free Tibet Campaign, which has been
use of New Media as a tool for social change.
seen on numerous websites as well as having
The WTO protests used media to organize the
a slight tie-in with the band Gorillaz in their
original action, communicate with and educate
Gorillaz Bitez clip featuring the lead
participants, and was used as an alternative
singer 2D sitting with protesters at a Free Tibet
media source. The Indy media movement also
protest. Another social change seen coming
developed out of this action, and has been a
from New Media is trends in fashion and the
great tool in the democratization of
emergence of subcultures such as Text
information, which is another widely discussed
[19] Speak, Cyberpunk, and various others.
aspect of new media movement. Some
scholars even view this democratization as an
indication of the creation of a "radical, socio-
technical paradigm to challenge the dominant,
neoliberal and technologically determinist
model of information and communication
technologies." A less radical view along these
same lines is that people are taking advantage
of the Internet to produce a grassroots
globalization, one that is anti-neoliberal and
centred on people rather than the flow of
capital. Of course, some are also sceptical of
the role of New Media in Social Movements.
Many scholars point out unequal access to
new media as a hindrance to broad-based
movements, sometimes even oppressing


one way with the technology that we have
Interactivity and new media today and there is no longer a limit to what we

I
nteractivity has become a term for a can do with our creativity.
number of new media use options evolving
Interactivity can be considered a central
from the rapid dissemination
concept in understanding new media, but
of Internet access points, the digitalization of
different media forms possess different
media, and media convergence. In 1984, Rice
degrees of interactivity, and some forms of
defined new media as communication
digitized and converged media are not in fact
technologies that enable or facilitate user-to-
interactive at all. Tony Feldman considers
user interactivity and interactivity between user
digital satellite television as an example of a
and information. Such a definition replaces the
new media technology that uses digital
"one-too-many" model of traditional mass
compression to dramatically increase the
communication with the possibility of a "many-
number of television channels that can be
to-many" web of communication. Any
delivered, and which changes the nature of
individual with the appropriate technology can
what can be offered through the service, but
now produce his or her online media and
does not transform the experience of television
include images, text, and sound about
from the user's point of view, and thus lacks a
whatever he or she chooses. Thus the
more fully interactive dimension. It remains the
convergence of new methods of
case that interactivity is not an inherent
communication with new technologies shifts
characteristic of all new media technologies,
the model of mass communication, and
unlike digitization and convergence.
radically reshapes the ways we interact and
communicate with one another. in "What is Terry Flew (2005) argues that "the global
new media?" Vin Crosbie (2002) described interactive games industry is large and
three different kinds of communication media. growing, and is at the forefront of many of the
He saw Interpersonal media as "one to one", most significant innovations in new media"
Mass media as "one too many", and finally (Flew 2005: 101). Interactivity is prominent in
New Media as Individuation Media or "many to these online video games such as World of
many". Warcraft, The Sims Online and Second Life.
These games, which are developments of
When we think of interactivity and its meaning,
"new media," allow for users to establish
we assume that it is only prominent in the
relationships and experience a sense of
conversational dynamics of individuals who
belonging that transcends traditional temporal
are face-to-face. This restriction of opinion
and spatial boundaries (such as when gamers
does not allow us to see its existence in
logging in from different parts of the world
mediated communication forums. Interactivity
interact). These games can be used as an
is present in some programming work, such as
escape or to act out a desired life. Will Wright,
video games. It's also viable in the operation of
creator of The Sims, "is fascinated by the way
traditional media. In the mid 1990s, filmmakers
gamers have become so attached to his
started using inexpensive digital cameras to
invention-with some even living their lives
create films. It was also the time when moving
through it". New media have created virtual
image technology had developed, which was
realities that are becoming virtual extensions
able to be viewed on computer desktops in full
of the world we live in. With the creation of
motion. This development of new media
Second Life and Active Worlds before it,
technology was a new method for artists to
people have even more control over this virtual
share their work and interact with the big
world, a world where anything that a
world. Other settings of interactivity include
participant can think of can become a reality.
radio and television talk shows, letters to the
editor, listener participation in such programs, New Media changes continuously because it is
and computer and technological constantly modified and redefined by the
programming. Interactive new media has interaction between users, emerging
become a true benefit to everyone because technologies, cultural changes, etc.
people can express their artwork in more than


IS NOKIA’s OVI FINNISH’d? – BOB FAULKNER – REWRITE BY ANI SARAH RIDZWAN GA01267

Is Nokia's Ovi Finnish'd?
May 14, 2009

vi is Finnish for "door" and the Ovi Store was expected to be Nokia
O Corp. (NYSE: NOK)’s doorway to the world of Internet services. Now some reports
(one each from Reuters andTechFlash) say that plans may have changed rather dramatically.

Nokia told TechFlash that it plans to close its Kirkland, Wash., facility as part of its recent
restructuring efforts. Kirkland was the home of Nokia’s 2007 acquisition, Twango, which
was the basis for its media sharing services. A spokesperson told Reuters: "Ovi Share… is
planned to be maintained in its current state" -- apparently meaning no more investment or
development is expected to take place. All this is a far cry from the company’s plans of just a
few months ago.

At last December’s investor meeting Nokia was expecting the Ovi Store to be the gateway to
accessing what it expected to be a €40 billion Internet services market in 2011. In their view,
1 billion people use a Nokia device every day, and Ovi would be the service brand that would
bring them together.

Nokia officially announced the Ovi Store unique visitors per month, Ovi.com
at the Mobile World Congress in February. commanded only about 70,000 unique
While the store was not officially intended visitors in April, according to statistics at
to "open" until May, it has been available Compete.com. Not a scientific
for access for some time. However, while comparison, to be sure, but it gives some
other media-sharing and social-networking idea that Ovi wasn't keeping the folks at
sites are generating tens of millions of Facebook up at night.

But aside from the social-networking aspects of Ovi Store, there is a more important issue
that comes into play relative to Nokia.



Nokia has been quite late to the party when it comes to the War of the Smartphones, in more
ways than one. It only got its first touch-based device (5800) out the door earlier this year and
it is largely a me-too unit. The company’s long-awaited N97 is not expected until next month.

However, two critical success factors in personal computer and video game
smartphones industries.
will be Unfortunately,
applications Nokia is well
and their behind the
delivery curve here as
systems, just well.
as they were
in the early
days of the

Application software developers will gravitate to the platform that provides them with the
greatest opportunity for success. If you look at the iPhone community as an example, we
know that more than 100,000 iPhone Software Developers Kits (SDK) were downloaded
during its first week of availability more than a year ago. With the advent of the more-
powerful iPhone 3G units last summer, I’m fairly certain that the iPhone development
community has grown substantially given the fact that they currently have more than
35,000 applications on their App Store.



While it is certainly not a perfect analog by any means, compare the iPhone developer
interest with Nokia’s recent experience. At the company’s Developer Summit held late last
month the company attracted all of 345 developers. Granted, it is a difficult economic
environment and that may have had a significant bearing on attendance. If that is indeed the
case we should see subdued attendance when Apple holds its World Wide Developers
Conference in early June.

IPHONE NOKIA

APP STORE OVI STORE



What may also be holding developers back This situation reminds me very much of
when it comes to the Nokia platform is the the early days of the high-speed broadband
simple lack of scale. The amount of market as cable companies rolled out cable
advanced hardware in the hands of modems and telcos countered with DSL.
subscribers is limited as are the resources Both were a refreshing alternative to the
developers have to throw at any days of dial-up and its king, AOL.
opportunity. If you look at Nokia’s overall
strategy that developed as the handset The cheerleaders for AOL insisted that the
market evolved, it seems to be based upon cable companies and the telcos would be
the assumption that the aforementioned 1 forced to cut a deal with AOL and offer
billion subscribers can be leveraged as if AOL’s services via the new high-speed
they are an asset that will attract pipe. After all, the logic went, AOL had
developers for the ―next‖ platform. the customers. Yes, they did and in
retrospect. But building applications for
The billion Nokia devices out there are, for the Internet as a whole, instead of just
the most part, simply making phone calls AOL, proved to be more attractive to
(not that there’s anything wrong with that). developers. So we see just how well that
The market Nokia is trying to enter is, in worked out for AOL.
fact, a separate market and in this new
arena Nokia is really starting far closer to — Bob Faulkner, special to Light Reading
square one than it may think.


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