Module 5: Increasing Returns & Red Queens
When looking at the titles of Philip K. Dick’s books that had been transformed into movies, I chose Minority Report. First, I tried YouTube to view this movie for free but it had been removed. My teenage son then helped me find the movie on MegaVideo.com so that I could still watch online at no cost. Savitz (2007) discusses the finding of Craig Moffett of Bernstein Research that video on demand is gaining popularity among the viewing public and will greatly benefit movie studios and the cable industry. It will take time to offset the cost and profits but video on demand will be a moneymaker for cable and the movie industry. DVD rentals and Netflix will see their profits dwindle as the new form of media takes the lead.
In choosing which of Dr. Thornburg’s terms (vodcast) correctly describes the competition among these media, I lean more towards Red Queens rather than Increasing Returns. Thornburg (vodcast) defines Red Queens as a fierce competition between two major technologies. The competitors of these two technologies lose ground and merge to the background but are not completely eliminated. The two victors continue to forge ahead in trying to gain the consumer’s attention. In the example of video on demand and DVDs, both will continue to compete for the viewer dollar. DVDs won’t be completely eliminated since they don’t require an internet connection and require little computer skills, if any.
In McLuhan’s Tetrad, the DVD is replaced in significance by video on demand.
Enhancements: The new media enhances the DVD by making movies attainable instantly. One does not need to drive to Blockbuster’s to rent the DVD or to purchase it. With the click of the mouse, the consumer can view many movies for free, with a download fee, or the cost of membership to Netflix or another provider.
Obsolescence: Video on demand makes the video cassette, the filmstrip, and the slideshow obsolete. Not quite obsolete but definitely no longer in the forefront is the movie theater, the DVD, and the video cassette. Cable television has yet to be replaced since it seems to be evolving to keep its edge.
Retrieval: Video on demand rekindles the movie experience. The viewer can reminisce about the times when getting in line to relive the cinematic experience.
Reversal: Video on demand will probably continue to evolve its service to appeal to a broader audience. Gradually, the bells and whistles associated with this evolving technology will provide a greater edge over cable tv, DVDs, and other media.
Sources:
Laureate Education, Inc. (Producer). (2011). Increasing returns featuring Dr. David Thornburg [Video Program].
Laureate Education, Inc. (Producer). (2011). Red queens featuring Dr. David Thornburg [Video Program].
Savitz, E. (2007). Video on demand: The real threat to Netflix and Blockbuster? Retrieved February 14, 2011 from http://seekingalpha.com/article/24905-video-on-demand-the-real-threat-to-netflix-and-blockbuster
Brenda,
ReplyDeleteThank you for such an in-depth blog. I really learned a great deal from your post. I, personally, enjoy the video on demand feature of my Wii console. I do think you are right though; because of the internet connection, I think dvd's will probably stick around.
Great post!