Digital technology plays a major part in our personal and in just about everyone's professional lives. With this, many digital technologies have been created for the purpose of using Creative Media sector environments.
The uses of digital technology in the Creative Media Sector is mainly used to create or edit, for example, originally used for photography, Photoshop is an editing software in which you can edit images or photographs, or where you can even create something from scratch using your skills, Photoshop I would say is mainly used for design perpouses, in order to create something which isn't animated. I find it very hard to come across someone now that hasn't at least used Photoshop once, or knows the basics to it. Another type of software is Final Cut Pro, which is a video editing software tool, and, is used by a lot of industry professionals.
It is a good thing that all these kinds of technologies exist, as it enables other industries to use these tools too, not just Film and Photography industries.While these tools are a good thing for the Creative Media sector, as it makes it more accessible to everyone and not just industry professionals, this can also be viewed as an issue as well. The accessibility of these tools mean that a lot of work for certain companies can be done in-house rather than hiring people from the outside to do task.
iTunes is a perfect example of a website and program that will let you download music, TV shows, films and games for a fixed price. Legally, we are not allowed to share files we have paid for to other people, but there are currently no restrictions in us doing so, particularly on such a successful site as iTunes. We are still able to share the music we paid for to other people via social networking, such as MSN.
Piracy is a massive issue within the Creative Media Sector as it is something that is very popular and probably isn't going to die down any time soon, an example of piracy was when an unfinished version of X-Men Origins: Wolverine, was leaked a month before its release date, loosing Fox an estimated $20 million. Copyright is another issue within the Creative Media Sector, an example of copyright infringement would be, if you're a artist, and you use a sample of a song to create your own content, no matter what respect the sample is being used for, it is important that you get the rights to the song before you do anything. This is something that Jay-Z and Kanye West failed to do on their duo album 'Watch the Throne', and will now have to face the consequences for not getting permission to do the song. This could mean a number of things, such as not being able to perform their track 'The Joy' in public because they haven't gained the copyright clearances for the sample, or even removing the song from their album. All of the things I have just mentioned; sharing, piracy, copyright infringement are all illegal because you do not have the right to own something that has been shared, pirated or is in violation of copyright.
Converging technology is when you take two or more technological products that were previously used separately for different tasks, and merge them together to make one product. Examples of this are computers and smartphones to name a couple. The impact of converging technology within the work force has helped things greatly, for example using a computer allows people in their working environment to do numerous things using on device, for example if you are a graphic designer and you have been asked to design a new logo for a company, you would be able to use the internet to view the companies website to get a good understanding on what the company is about, and what kind of audience they appeal to, and you could also have Photoshop (for example) open so that you can begin the design process straight away, and you can flick back and forth between the two when you need to, it also allows you to be able to email the company asking them any questions you may have with regards to their logo. Converging technology has made things a lot easier and faster, as less is needed to do different jobs.
As technology changes, audiences expectations change as well, and because those that consume and watch TV expect that everything is going to be instant, television companies had to re-think the way that they broadcasted their shows, and how people that wanted easy access to shows wherever and whenever, could have that option. This came in the form of online, legal, streaming and downloading in the shape of BBCiPlayer, 4oD etc. for internet users. Also, for those who prefer to watch their programmes on a TV or do not have access to the internet or a computer, you now have the choice with a Sky+ box, Freeview etc. to pause and rewind live TV, while recording shows to watch at a later date without using a DVD/Video recorder.
This multi-platformed approach to media use has allowed the media industry to reach new audiences in that it is now more accessable, you don't just have to watch TV on your TV, you can watch it on your phone, laptop, iPad etc. and so it appeals to more people, it appeals to busier people who perhaps don't have time to sit down and watch TV, so they would watch it when they are on the move for example.
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