If the show is on video it is preferable to fast forward during the advert
breaks meaning they are subsequently ignored. This however causes the adverts
to be shown again more often on other channels eventually meaning that
the advert w8ill reach the viewer.
As we move into the millennium we
are becoming ever increasingly dependent on computers. A digital television
picture is an additional component to our everyday PC, it is offering us
a new facility for our computers but it is also updating our televisions
by turning them into computers. Our 21st century technological wizardry
is trying to make our lives as easy as possible by letting the viewer do
everything from the touch of a button in front of a large screen that used
to be called a television. John Reith?s initial Public Service Broadcasting
idea has moved on in time. Firstly it was changed when ITV was introduced,
since then it has been reformed with the introduction of the ITC and is
now in touch with societies needs. Reith ruled the BBC in those early days
with an ?Iron Fist? a lot like Rupert Murdoch has ruled his BSkyB company,
though a quest for world media domination was not what Reith had in mind.
Public Service Broadcasting has moved with the times, but the advent of
new technology and better services is the main reason behind changes in
viewing patterns. Viewers can now watch many different things at the same
time, one persons idea of entertainment is now more likely to be different
to another, Digital Broadcasting solves this problem by giving something
more.
Bibliography;
Books
ASA BERGER, Arthur 1998 ?Media
Analysis Techniques?
2nd
Edition
London;
Sage
CURRAN, James 1997 ?Power
Without Responsibility?
SEATON, Jean London;
Routledge
FISKE, John 1997
?Television Culture?
London;
Routledge
LEWIS, Lisa. A 1992 ?The
Adoring Audience?
London;
Routledge
NEGRINE, Ralph 1992 ?Politics
and the Mass Media?
London;
Routledge
O?SULLIVAN, Tim 1994
?Key Concepts in Communication
Studies?
London;
Routledge
PRICE, Stuart 1993
?Media Studies?
Harlow;
Longman
STRINATI, Dominic 1992
?Popular Media Culture?
London;
Routledge
TULLOCH, Sarah 1996 ?Complete
Word Finder?
Oxford;
Readers Digest
Websites
?BBC Digital?
http://www.bbc.co.uk
?Pay TV Company British Digital Broadcasting…?
http://www.itn.co.uk/business/bus
http://www.sky.co.uk
Periodicals
?Put Quality 1st, Smith to warn BBC?
Daily Mail – Monday 12 April 1999
?Sky Facts 1999?
British Sky Broadcasting Group PLC