In chapter one of our text, the reader is given a deep look into digital production. Even before a TV show, movie, or commercial is made, producers must take a deep look into their intended audience. After much analysis, the producer then must decide the method in which medium he/she will be used, which requires a vast understanding of each possibility for production. Technology has evolved rapidly over the last twenty years, so production of music, movies, and television also had to adapt.
With the rise of digital brought exciting new ideas for production, but also complicated distribution and storage. Despite some of the negative possibilities in the digital world, if those in production have a good idea of their audience, then they can better utilize the many forms of media production. Once there is a clear understanding of the intended audience, research analysis should lead the production team to answers surrounding content, advertisers, budget, etc.
The text mentions “The Big Ten of Distribution”, giving examples of the many outlets that can be used by those in production. First is AM-FM Terrestrial Radio, which contains mostly news, music, public affairs, documentaries and dramas, all aimed at a wide audience.
Next is HD-Radio, which targets people who are in their car for long periods of time who might be enticed by static-free, high quality radio. Mobile distribution has been an option over the last ten years with the advancement of cell phones and wireless internet. Satellite offers a similar form of distribution to that of radio, but with a paid monthly subscription, allows the audience to be selective with their content. Television has been a long time medium for distribution, but is now more specialized with the advancement of digital television.
Next, cable has seen some convergence as most cable companies now offer internet and other services, which each are directly connected connections to their subscribers. Disks/discs are also another form of distribution used depending on the size of the production. One of the largest means of distribution, the Internet, still has many unknowns and is hard to accurately analyze the value as a distribution system.
Games are another large distributor that those in production are still learning about, as its systems are ever-changing and has such a wide following. Finally, we have Motion Pictures, which are one of the oldest forms used, and are still holding a predominant role in production and distribution.
Production and distribution have come a long way from broadcasting the transmission of television and radio signals through airwaves, then to cable television through satellite or coaxial cables. Now with technology like HDTVs for better viewing at home and the advancement of the Internet, audiences can find almost anything at any time in the comfort of their homes.
This certainly changes the game for those in production and distribution. They must be familiar with their audiences, as well as the economics behind each mode for distribution.