COMM_432___Wk_3_Fall_2008

COMM_432___Wk_3_Fall_2008 - COMM 432 Sep. 11, 2008/Week 3...

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COMM 432 – Sep. 11, 2008/Week COMM 432 – Sep. 11, 2008/Week 3 3 Long Tail, pt. 2/Early Radio Long Tail, pt. 2/Early Radio
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The Long Tail The Long Tail Chris Anderson (editor-in-chief, Wired magazine) Our cultural economy is shifting away from the consumption of a small number of “hits” at the head of the demand curve toward a huge number of niches at the tail.
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The Long Tail The Long Tail The Internet makes inventory costs much cheaper than in brick- and-mortar retail. Unlimited choice . The ability to search according to specific tastes. We are liberated to indulge our most fanciful whims. Web businesses can thrive by serving our passions for niche cultural fare. 1. Google 2. YouTube 3. Netflix 4. Amazon.com
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The Long Tail The Long Tail
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TV’s Culture of Hits TV’s Culture of Hits
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The Long Tail The Long Tail of TV of TV
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TV Outside the Box TV Outside the Box (Distribution) (Distribution) Heretofore, there have been three models of Internet distribution for commercial video content: 1. Apple/iTunes Fee for download Windows or Macintosh computer Apple set-top box Ad-free Repeated viewing w/out an Internet connection
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TV Outside the Box TV Outside the Box (Distribution) (Distribution) 1. Ad-supported Streaming Hulu.com “Streamed”* onto user Windows or Macintosh PC Free of charge Commercials which cannot be skipped * To be viewed real time, not stored for viewing when you are not connected to the Internet
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TV Outside the Box TV Outside the Box (Distribution) (Distribution) 1. Subscription Streaming Netflix “Watch Instantly” (small portion of entire catalog) Streamed onto Windows PCs or TVs w/a special set-top box Ad-free Requires monthly subscription
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TV Outside the Box TV Outside the Box (Distribution) (Distribution) Last week, Amazon launched a fourth model : 1. Amazon Video on Demand Fee for individual TV show/movie purchase (a la iTunes) No subscription fee Ad-free Compatible w/both Windows and Mac Plus Sony’s Bravia Internet Link (set-top box) Downloading option (a la iTunes; only w/Windows; not Macs) Also offers streaming video (a la Hulu; Netflix)
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TV Outside the Box TV Outside the Box (Distribution) (Distribution) Warner Brothers studio’s online network
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COMM_432___Wk_3_Fall_2008 - COMM 432 Sep. 11, 2008/Week 3...

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