The digital transition signifies the biggest change
in the history of television. Digital technology allows more channel
space and this means that there will be a greater range of services
and material to service our needs and interests. Today television
is watched by millions of viewers each week and we are becoming
more sophisticated in what we demand. People need to be addressed
in different ways because they have different needs and today,
entertainment is about getting what you want, when you want it.
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What do you think
have been the biggest changes in electronic media in the last
ten years? |
2.01
Roger Laughton |
However, there has always been an unpredictability in the growth
and acceptance of new technologies. Although we can speculate on
the future of how media will be consumed, we can't be sure. A lot
of research has been done in this area, including the Future
Reflections project led by Dr Christine Daymon of Bournemouth
Media School and Robin Foster, Director of Strategy, Economics and
Finance at the ITC. This project used scenario analysis as a methodology
to help companies in the media industry and public policy makers
create strategies to deal with an uncertain future.
In the Government's White Paper of December 2000, 'A
New Future For Communications', a clear vision and objectives
for communication in the 21st century have been set out. Part
of the government's vision is to introduce radical changes in
spectrum (signal space) management to ensure that the switchover
from analogue broadcasting to digital takes place between 2006
and 2010.
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