The old media is growing less popular and facing significant competition from the ever-expanding new forms of digital media. Traditional media consists of broadcast or cable television, radio, as well as newsprint in the form of magazines or other publications. As indicated by Chun, Fisher, and Thomas, the earliest form of old media was the Newspaper, “the London Gazette of 1666”; during this period, people could only access information about the economy or politics through newspapers (42). This is not the case today as technology in the form of the internet has opened up a new avenue to communicate as well discover new information through digital media. However, despite the current advances in technology, there exists a disparity regarding the extent to which digital media can change communications, as well as the entertainment industry.
Over the last decade, the prospective of the internet as a form of communication has undeniably led to unforeseen levels of interactions since it seems to have no limits concerning time and space. Further investigation of the connivance and opportunities of the internet shows how it allows for individualism to flourish, from which new trends have emerged. Internet streaming for either TV or Radio purposes has revolutionized the media industry at the expense of prior options such as cable or broadcast television, newsprint, as well as other forms of print publications. A survey conducted by Bertrand showed that an average of about 64% of current media content is online based as compared to 6% for both print and broadcast radio (16).
Two decades ago, Netflix began to implement its plans to deliver DVDs. At that time, the Internet and the TV scene was significantly dissimilar. Almost a decade before the debut of YouTube and pixelated, the videos that were available on the internet were shared via-email by the use of unreliable dial-up Internet connections. Netflix’s decision to deliver DVD-by-mail business was innovative and was the first sign of how new media was about to change society. While the delivery of movies through the postal service was reliable, a client was expected to wait for days before receiving his/her package (Mithas and Lucas 17). Through email delivery, the waiting time was shorter and much more convenient than the services offered by brick-and-mortar stores. It can, therefore, be argued that two decades ago Netflix’s success was based on improving ‘old-fashioned’ to ‘trailblazing,’ by linking pre-existing features of information distribution with new as well as drastic improvements (Jenkins, Sam, and Joshua 73). In 2012, the company went further to produce its original shows, a trend that was followed by rival company Amazon. As the internet became more dependable, more content was available online. Currently, a majority of the most watched TV shows are online-based and not on broadcast TV there is a need to know the changes that will come in the next decade. A similar transformation also took place when it came to music broadcasting, as the internet became more stable applications such as Spotify led to individuals steaming the music that they wanted to listen to at a particular time.
Figure 1. The Internet Is Gradually Replacing Traditional Media
From the information provided by ZenithOptimedia, a large number of individuals globally spend a significant amount of time-consuming media, with the internet consuming over 78% of total media consumption. The data presented indicate that in 2014, an average of 110 minutes a day was spent online as compared to 60 minutes in 2010. On the other hand, traditional media usage went down from 402 to 376 minutes a day. Additionally, while broadcasting fell by about 6% between 2010 and 2014, the print industry suffered the most with a decline of 26% and 19%, respectively, since 2010 and 2014. The digital era has led to significant individualism as media consumers have grown accustomed to choosing what they would want to watch and listen to through watch lists as well as playlists. Unlike any other era, it seems public content and not media content as it were before currently controls the demands of the media industry.
Two questions represent the significance of this study. Firstly, a majority of people prefers the new media globally, to what degree is this popularity pegged on efficiency, as was the case of Netflix delivering DVDs online? Secondly, with the changes that happened in 2012 when Netflix began developing original material, how much potential does Internet Television Network have to improve the media industry and in this case, will old media become obsolete?
This research will be conducted using secondary quantitative research material. From the information provided in the introductory part of this proposal, it is clear that the majority of the population prefers digital media. However, to fulfill the objectives of the paper, there is a need to study empirical evidence from past researches. The data will be analyzed using a literature review format that will feature graphs and tables. After discussions, recommendations will be provided for future research purposes.
Bertrand, Claude-Jean. Media ethics and accountability systems. Routledge, 2018. https://books.google.co.ke/books?id=qyBWDwAAQBAJ&dq=Bertrand,+Claude-Jean.+Media+ethics+and+accountability+systems.+Routledge,+2018.&hl=en&sa=X&ved=0ahUKEwihvL2_oLHgAhXm0eAKHVfyCIMQ6AEIKDAA
Chun, Wendy Hui Kyong, Anna Watkins Fisher, and Thomas Keenan. New media, old media: A history and theory reader. Routledge, 2005. https://books.google.co.ke/books?id=jZoXKMOeBowC&printsec=frontcover&dq=Chun,+Wendy+Hui+Kyong,+Anna+Watkins+Fisher,+and+Thomas+Keenan.+New+media,+old+media:+A+history+and+theory+reader.+Routledge,+2005&hl=en&sa=X&ved=0ahUKEwig-b_8n7HgAhUOmBQKHQssBWEQ6AEILTAB
Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable media: Creating value and meaning in a networked culture. NYU press, 2018. https://books.google.co.ke/books?id=yq84DwAAQBAJ&printsec=frontcover&dq=Jenkins,+Henry,+Sam+Ford,+and+Joshua+Green.+Spreadable+media:+Creating+value+and+meaning+in+a+networked+culture.+NYU+press,+2018.&hl=en&sa=X&ved=0ahUKEwj_1PiRoLHgAhUPGhQKHee2CjUQ6AEIKDAA
Mithas, Sunil, and Henry C. Lucas. “What is your digital business strategy?” IT professional 12.6 (2010): 4-6. https://pdfs.semanticscholar.org/809a/3d1a8e2d8aee13af5df50aae1b4710823228.pdf