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What impact are technologies such as iPlayer, 4OD and You Tube having on audiences and broadcasters

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In the context of these new technological changes, tat include BBC iPlayer, Cannel 4’s 4OD and YouTube, tis paper will study their impact on the UK audiences and broadcasters. Te introduction of modern technology in the arena of television industry during the late 1990s signalled a sort of abundance, wen the number of channels being aired increased, wile simultaneously expanding their worldwide purview, aong with the addition of new storage and interactive faculties. Te complete switch over to digital TV from the older analogue version started region wise in fom 2008 and is expected to end by 2012.

Een though the changeover to digital version is nearly over, te switch over to a high-tech Smart TV (that converged TV with internet) until the end of 2011 was relatively low, were observations reveal that until recently only 12% of the British people had a Smart TV in their homes, afigure which is now progressively increasingly (Brilot, 2012). Wthin communications and mass media sector, tlevision is the last segment to have received internet connection (Brilot, 2012). I was viewed that chief successor to the traditional form of television broadcasting services would be the internet-based video streaming sites that would offer a revolutionary mode of interactive sessions, aong with personalised television programs (Harries, 2002, 219).

Terefore, i was regarded that the online video streaming websites would turn out to be a main competitor for the traditional form of television broadcasting. Hwever, rcent reports show otherwise, were it is observed that traditional live TV viewing is still more popular amongst UK audience (more than 90% of the total population prefer ‘live’ viewing), tan the modern technological developments, tat include iPlayer, 4D and You Tube viewing (Bairamian, 2010).

Besides this, dspite various sites that offer direct viewing of videos (like YouTube or iPlayer) on the internet itself, te niche for television viewing has remained the same as before (as against print media readership that has dropped largely owing to the advent of internet). Te audiences prefer viewing videos that are available on You Tube and BBC iPlayer on a TV, smply because videos are best seen on a 40" plasma television (Brilot, 2012).

I this arena of new technology and mass media (as associated with television) Sky + was the pioneer, wen it allowed its consumers to avail the technology of download and...

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