Implications of Electronic Media
by Toby Daniels

Media is the form of communication channels upon which information is passed from one source to another. In the past, it has taken the form of voices, writing, video, radio, telephone wires, digital data transfers upon copper wire, and other configurations; these manners of corresponding have been used in conjunction with each other to more effectively convey a message.

Television uses video in harmony with verbal and written messages to disseminate news broadcasts. With access to the world-wide-web, nearly every form of media has combined into a colossal system, whereby we have access to literature, television, computers, telephones and music, among other things through one control. Electronic multimedia centers are being assimilated into our society at an alarming rate these networks of today will expand into communication autobahns of tomorrow, and largely influence the destiny of humankind.

Behind ability to perform this tremendous "graft" of video, telephones, and computers, are technological advances:

§   The ability to translate audio and video communications into digital information.

§   Fiber-optic wiring provides a virtually limitless broadcast/pipeline to circulate information with few boundaries.

§   Storing compressed digitized data enables it to travel through existing phone lines and cable lines.

§   Techniques of substitution enable us to spread information to neighborhoods, without rewiring excessively.

These advances allow for access to: television networks, movie collections, interactive games, a variety of music videos, broadcast stations, long-distance video-phone service, interactive shopping channels, television archives, libraries, data banks, news, information services, financial services, national classified advertisements, video catalogs... The implications are limitless and, only a few questions remain… How will the public react? How much they are willing to pay for it? How will it affect our way of life?

The first stage in this mass-development will undoubtedly be the creation of hundreds of channels. Selections of programs to watch will include virtually everything produced (in the past and present), plus a wealth of entertainment options stored in computer banks around the country that are accessible at the touch of a button. Pay-per-view movie channels, home shopping stations and spin-offs of existing channels, will be the first stage. Ultimately, limited channels may become a concept of the past, as virtually everything will be available instantly. Network programming will be useless, as a person could call-up any past or present serial show. Networks will simply be brand-name suppliers of packaged products, while local affiliate stations will be useful as suppliers of local news and community-based programming.

In addition, video stores will inevitably suffer. With regard to the fact that Hollywood releases can now be instantaneously called up onto the screen, why should customers be expected to spend travel time and money to visit a movie store and choose a movie from a limited selection, then rewind it when it finished and return it later? Film producers may even release new films for a high-priced pay-per-view offering, at the same time that they open in theaters.

In conjunction with this progression, consider the advertising industry; promotional concepts will be able to target audiences at individual homes. Commercials for viewers of outdoors programs will have a specific selection of promotional material for inspirational new suburban vehicles. To audiences of soap opera, there can be commercials for luxury sedans. Meanwhile, the traditional 30-second spot will be supplemented by fine-tuned comprehensive campaigns. Automobile shoppers will be able to take 30-minute tours of showrooms to inquire about different options and features available. Furthermore, services will have a new means of advertising; for example, informational sessions on "How to Shop for Life Insurance" can aid the consumer in making choices. Then we enter the realm of classified ads… Limitless.

In conclusion, the greatest area of controversy is cost. The internet and television serve the population as an educational dissemination tool, for casting data. If shows were to evolve to be pay-per-view, which should be made available to households? Will television bills begin to resemble phone bills, with view-time charged in specific units? Ethical issues, such as the accessibility of interactive pornography, violence, and credit card home shopping networks can instigate family controversy and financial dilemma.

Hopefully, this virtually limitless exchange of information will follow a path guided by legislation imposed by the Federal Communications Commission. Perhaps the "invisible hand of the market" will drive out the second-rate programs that are now program slot-fillers, and bring to bear the positive qualities of a powerful tool. Only time, money, and public opinion will tell.