Digital media convergence
Is Music video television overtaken by online delivery?
According to Jenkins(2006), Digital media refers to convergence of all kinds of traditional analogue media. Digital media is identical methods of distribution regardless of content and not limited by materiality. It makes global transmission possible. Also, public can make their own works. Milberry and Anderson(2009) state that internet makes media be spread and communicated more efficiently and widely. MTV short for music television appears in 1980’s, is a development of music video's based on digital convergence. Music television is like the “black case” to put radio broadcasting, CD's, records, broadway and live performances together. When people around world watched music video on channel MTV in 1980’s, MTV plays an important role in music industries. In 1983, Rolling Stone's Steven Levy wrote, "MTV's greatest achievement has been to coax rock & roll into the video arena where you can't distinguish between entertainment and the sales pitch."(Los Angeles Times, 2010).With the same time, many other channel did the same things such as countdown in Australia. This is a big process on music video show because people can choose their own time to watch music video by recording it on TV, then reply it anytime. Though MTV did well at that time, it is still limited in many ways. Then comes the web video. YouTube set up in 2006 become the most popular web site in very short time. Hilderbrand(2007) states that before YouTube, online TV shows were already be prospect in many way in mid-1990. Web TV was failed in 1996. With many devices with internet accessed, people need digital media convergence. Then YouTube success. Youtube in 2006 makes people choose whatever they want. Not as video on TV.(Hilderbrand 2007). people can now choose the music they want in home, train, bus,school and any place. Now every minutes there are music videos being viewed on YouTube. And the amount of the population who watch YouTube is striking. An example of YouTube was the success of video to receive extensive coverage Guitar, which features a performance of Pachelbel's Canon on an electric guitar. The name of the performer is not given in the video. After it received millions of views The New York Times revealed the identity of the guitarist as Lim Jeong-hyun, a 23-year-old from South Korea who had recorded the track in his bedroom. This video has since been removed from YouTube. The new media become world popular one(Perryman, Neil. 2008).
Web video has strong superiority.
First, web video can be accessed without limit of place and time. People can easily watch everything on YouTube anytime, any place. Compared with MTV, people have the option to choose as long as they have the internet and devices. YouTube get 1,586,000 daily website hits 100 Million Worldwide Daily Video Streams and about 63 million unique visitors per month. They can be in home, bus, airplane and every where to access YouTube.
Secondly, web video carries large amounts of information than anything else in the earth. Due to the option which allow people upload their own works with little budget. Music video showing on TV usually based on more money. MTV also limits many things such as advertisings and sensitive topics due to the format of television. Any sensitive topics on TV is confined. For example, songs like against the government, or video with pornographic feeling are forbidden in China. There are lots of world popular music video are not allowed on Chinese TV programme, even parts of local music video are forbidden on TV. There was a singer called Huimei Zhang from Taiwan. She was popular than anyone else in China in 1995. Her music video were being shown on every music channel. Until she said something to support Independence of Taiwan which was serious angry topic for local Chinese. Then government decided to forbid all her music and image in China. Huimei Zhang was disappeared from all TV show and radio. People started to forget about her until online video took her back to China. Now people are using web video to get them. That means web video can give more to public. Videos on web share a huge data bank. The old one, rare one and popular one are easily found on website. People can find the super old and rare music video online. Here is a video clip on YouTube, Don't Ask Me Why by Elvis from last century. It could be not possible to see it on TV, but now YouTube give a good copy of it, and it is free.
Besides that, YouTube allow “repost”. You can link the video to blogs, MySpace profiles, face book or every pages. It helps video spread and communicate more widely and quickly. Videos are spread by social network is far more quicker. All of this due to internet.
Is Music video television overtaken by online delivery? The answer will be yes. Even if MTV still works today, online video can take its place in the soon future due to strong preponderance. People prefer more convenient and efficient way to find what they want. MTV may provide a lot of fun to people in last century, now is the time for web media.
reference：
“Don't ask me why by Elvis from King Creole” (2007),Online Video. Viewed 30 August. From http://www.youtube.com/watch?v=n-irNa4_obQ&playnext=1&list=PL2EEC9D76ED21FC0B&feature=results_main
Hilderbrand, L. (2007). Youtube: Where cultural memory and copyright converge film Quarterly. Vol. 61.
Jenkins, H. (2006). Convergence Culture: Where old and new media collide. NY University Press.
Milberry and Anderson. (2009). Open sourcing our way to an online commons contesting Corporate impermeability in the new media ecology. Retrieved August 30, 2012, from http://jci.sagepub.com/content/33/4/393.short
Perryman, Neil. (2008). Doctor who and the convergence of media : a case study in transmedia storytelling Convergence: the journal of research into new media, vol 14 no 1 pp 21-39 http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/14/1/21.full.pdf+html
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