How important is technological convergence for institutions and audiences within the media area that you have studied?

Technological Convergence is defined as is the tendency that as technology changes, different technological systems sometimes evolve towards performing similar tasks. For example, a smartphone that contains a camera would be an example of this, as two technologies have been combined into a single product. This increase in technological convergence has affected institutions and audiences in many different ways.

To begin, technological convergence has affected production companies. Firstly, it has enabled a more efficient filming process due the technology that is used being able to perform more functions. An example of this is the playback facilities offered within modern camera equipment, allowing directors and cinematographers to review footage after filming, meaning that they can make quick decisions about whether the footage is adequate, eliminating the need for producers to download their footage onto another device or in the case of film, export it into film rolls. Not only is this more convenient for producers, but it is also cheaper, which would be advantageous to low budget productions such as Ill Manors, budgeted at £100,000. Ultimately, this would make for a better quality final product. 

In addition, technological convergence has also enabled the prosumer or amateur film producer to construct film products much easier. This is due to the array of products that now offer video and audio recording facilities. For example, smartphones such as the iPhone have built in cameras which offer users the ability to take videos and photos whilst simultaneously recording audio using the built in microphone. This means that it is easier for films to be made without any specialist equipment, and in the modern day, smartphones are being used increasingly to produce film products, the introduction of the "iPhone film festival" reinforcing this. Not only this but many devices such as smartphones and tablets also offer applications that enable users to edit their footage, meaning again, little specialist equipment is required, whereas before technological convergence producers would have to edit their footage manually. This availability of equipment may be detrimental to production companies to some extent as this will mean that there may be more film products available to consumers and subsequently there will be more competition, meaning that production companies may have to increase the production value of their products. This may be financially difficult for independent companies such as Revolver, but in contrast, many major conglomerate production companies, such as Disney who own subsidiary MGM, would commonly spend around $200m on a film production, as they did with Skyfall. This would mean they would not suffer so much from the threat of technological convergence as they are already well-established and would have the finances available to increase the production value of the films, ensuring to retain their current audiences with successful film productions.

Next, distributors are also affected by this increase in technological convergence. As audiences now have access to many different online services due to the rise of the availability of web 2.0 on many technologies such as smartphones, games consoles such as the Xbox, tablets like the iPad and PC's, internet use amongst consumers is rising meaning that marketing teams now have greater access to audiences. This means that they can effectively utilise the web when promoting their film products. Most frequently, distributors use social networking platforms such as Facebook and also often have their own dedicated websites. Revolver Pictures, who distributed Ill Manors (a 2012 film directed by Ben Drew/Plan B), used the web as a main platform of reaching their audience, receiving almost 30,000 on their Facebook page and having a website - www.illmanors.com - which also received significant traffic. Ultimately, the rise in consumers having access to web 2.0 on their devices means that distributors can access them easier and cheaper. Again if many distributors have this idea, this may cause an overload of promotion and advertisement on social media and the web, which can deter consumers. 

A second advantage of technological convergence for distributors is that they are able to distribute their media product digitally rather than physically. This is because technological convergence has allowed there to be storage facilities within technologies such as PCs, whereas previously this was not available. In the past, distributors would physically distribute their films on reels to exhibitors whereas now, files can be digitally transferred via the internet or using storage devices that can be accessed on PCs that were not previously available to distributors. However, a disadvantage of this is that there is a greater likelihood of experiencing issues with films in this digital format such as piracy which can be very costly to institutions and file corruption.

Technological convergence has also affected film exhibitors greatly. The main reason for this is that cinema attendance figures are now less stable as audiences now have many alternative ways of consuming films, due to technical convergence, which means that many technologies such as TVs, smartphones, tablets, PCs, games consoles have access to film viewing platforms, subsequently giving consumers more choice in how they watch films. As a result of this, less people are visiting the cinema. In order to tackle this cinemas are now using different initiatives such as premium seating, 3D screenings and D-Box in an attempt to improve the customer viewing experience and to sustain admission figures.

Representation of Disability Question

In this extract of the television drama A Touch of Frost, we are presented with a disabled character, Billy, who has Downs Syndrome. In this essay i will be analysing the ways in which Billy is represented to us in comparison to the more able characters within the text, through the use of camera work, editing, and mise-en-scène.

In the opening scene, we are presented with a mid shot showing a man and lady. Immediately, we can observe from the woman's dialogue that the disabled are being treated as unequal to the able bodied, due to the way that she says 'I didn't that that there was anything strange about Billy' - the word 'strange' suggesting that as a person he is disparate and disconnected to them. The juxtaposition of this dialogue with the following shot, showing Billy, confirms the character that the woman is talking about.

After this, we are shown a long tracking shot of billy walking through the woods. The use of this shot type enables us to observe Billy's body movements. As he walks he stops momentarily and begins to dust off his trousers, immediately suggesting that Billy has been mischievous and a sense of wrong doing, which is reinforced by the use of low key lighting and a minor non-diegetic soundtrack that suggests negativity in the scene. Following this, we are shown a low level long shot of a police dog which we can assume is searching for Billy. The use of a dog as a prop to aid the police investigation suggests that they are searching for somebody that is particularly dangerous, representing Billy and the disabled as irresponsible and deviant. Next, we see a mid-long shot of Billy as he continues walking and a camera tracking movement is used to follow him, which is abruptly stopped as Billy stops walking, emphasising how he has noticed and is startled by the presence of the police. This is further reinforced by a CU reaction shot, which is used to show Billy's facial expression, which appears frightened, this time representing Billy and the disabled as vulnerable. Following this, the  shot returns to the previous mid shot, showing Billy running, suggesting that the disabled may have the inability to make good decisions.

Finally in this scene, Billy is chased by the police before being tackled to the floor. A low level mid shot is used to show this, allowing the audience to explicitly see the police officer as the dominant character as Billy struggles, representing Billy as being the weaker of the two. This is strengthened as Billy is captured and shown being held by the collar in a close up shot. The composition of Billy on his knees whilst the police officer stands above him represents him as submissive and weaker and the use of the tone of his dialogue 'I haven't done anything wrong' shows desperation amongst the character,  representing the disabled as vulnerable in society.

After the main title 'A Touch of Frost' is shown, a tracking long shot is used outside what would be assumed to be Billy's house. The use of this shot type exacerbates the number of people stood outside on the street watching, and also allows us to notice that there is a uniformed police officer standing on guard at the gates of the house. Each of these elements within this shot emphasise that the community are concerned with Billy's actions and that he is potentially a threat to them, representing those with disabilities as threatening to the welfare of society. After this, we are presented with a scene where the detective speaks with Billy's father. As they exchange dialogue, the detective says 'he would be considered mentally subnormal?' and in response to this Billy's father corrects him, saying 'handicapped.' The detective's word choices here represent the able bodied as being ignorant towards and unknowledgeable about those with disabilities, due to the way that he has incorrectly categorised Billy's disability. After this, the detective says 'i will have to have somebody else with me in case i break the rules'. This suggests that the disabled are seen as different to the able bodied in that they require special care and need to be carefully handled. This idea of the disabled requiring special care is reinforced when Billy's mother says 'he'll feel better if i can clean him up' suggesting that Billy is unable to carry out daily tasks such as this at his own accord, portraying him as being childlike.

Next, as Billy's father and the detective walk into the room where Billy is sat, a high angle shot is used, creating the impression that Billy is being looked down upon and that he is inferior to the able bodied detective in the room. This is fortified as the detective is composed high in the shot (standing up) whilst Billy is sat down in a chair, also creating this impression of dominance vs sub-ordinance of the able bodied in comparison to the disabled. In this same shot, which is elongated in order to create a more tense atmosphere in the room, Billy's father kneels down next to him and places his arm around Billy's shoulder. This use of composition and body language also supports the idea that Billy is receiving special care in order to ensure that he feels comfortable, again suggesting that the able-bodied around him perceive his mentality as being child like.

As the detective begins to speak, we are shown a close up shot of Billy's face, allowing us to observe his facial expressions. From this, we can gather that Billy looks suspicious of the authoritative figure (the inspector) from the way that he doesn't look him directly in the eye as he speaks and the way that his head is tilted to the side slightly suggests that he feels confused about the circumstances that he is in, representing the disabled as being unaware. In contrast, as the inspector speaks, he uses overly simplistic language within his dialogue, speaking to billy in the tone that one would usually speak to a child, ensuring to support and reassure him at every opportunity, saying things such as 'yes, I'm sure you were'. This gives us the idea that often the able bodied will act in a condescending manner towards the disabled and may consider them to be incapable of understanding. In addition, a low angle shot is used to show the detective during the shot reverse shot sequence. This camera angle again created the impression that Billy is looking up at the inspector as he is the more dominant figure, whilst a more high key lighting is used for the inspector in comparison to Billy, indicating that the disabled figure is

As the conversatiom between the two continues, the shot reverse shot sequence changes, and we are shown a shot of Billy with his father on his right hand side, composed just behind him. The deliberate use of composition creates the idea that Billy is constantly being watched over by his father suggesting that the able bodied are not able to trust those with a disability. Moreover, at one point, when the detective is unsure of what Billy is referring to by 'workshop' he turns to his father to reiterate. The way that his facial expressions look puzzled by this suggestion as he says 'what does he mean workshop?' suggests a lack of respect for Billy as he talks to his father as though he isn't present in the room, again demonstrating how the able bodied are represented to be untrusting of the disabled in this text.

What is the significance of proliferation of hardware and content on institution and audiences

Definition of proliferation of hardware and content: the increase of hardware technology and examples of products at a rapid rate.

Production (Advantages)

• More technology available, meaning quicker and more efficient production. More cameras on set etc. 
• Better technology resources means that companies can produce effective CGI - Disney (Avatar)
• There is a lower barrier to entry meaning that it is easy to produce competitive film
• Major companies can spend their money on raising their production values so they beat competition (Big 6 Hollywood conglomerates - WB, DISNEY, 20th Century Fox)
• More content = more opportunity for work

Production (Disadvantages)

• More pressure to compete against all the other films. The market is so saturated and there is so much competition as there is a lower entry level to producing films.
• Independent companies struggle from the level of competition, as they may not be able to spend sufficient money (Ill Manors £100,000)

Distribution (Advantages)

• More opportunity to reach audiences as more people have access to web 2.0
• Cheaper distribution - social media etc, more people have technology
• more content to distribute = more money to be made
• Films can be distributed digitally rather than physically transported due to technology that allows this.

Distribution (Disadvantages)

• More competition as more film products are being marketed - companies have to spend more money or use better techniques in order to beat competition

Exhibition (Advantages)

• Online exhibitors such as Netflix thrive.
• More technology to consume media on.
• More content = exhibitors have a greater choice of what films to screen in their cinema 
• Good quality digital/3D projectors 

Exhibition (Disadvantages)

• Cinema admission figures fall
• need to improve the viewing experience  by adding D-Box and premium seating  

Audiences (Advantages)

• More films to watch - more content
• More opportunities to consume - more technology available - means that consumption can be more convenient (on the go) 
• Cheaper consumption - cheaper alternatives to cinema
• More opportunity for prosumers to produce
• Review sites (imdb) 

Audiences (disadvantages)

• Less consumers experience good quality films in cinemas etc

Synergy

What is synergy and how is it easier for a media conglomerate than a smaller independent British company?

Synergy is defined as the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects. In relation to the film industry, synergy refers to the way in which different companies, usually within a conglomerate - a corporation that is made up of a number of different, seemingly unrelated businesses - work together to promote different linked products across different media, usually by releasing two or more products to promote one another.

The Walt Disney Company is an example of a conglomerate company, and in total owns over one hundred subsidiaries, such as PIXAR, ESPN, Marvel Studios and Buena Vista Entertainment. Conglomerates such as Disney often use synergy as a tactic to promote new product releases. An example of this is when the film Frozen was released. Alongside this release, Disney released a variety of complimentary products, most notably merchandise. This merchandise was mainly in the form of kids' toys and accessories, which became particularly popular amongst young children around the time of the release. As a result of this synergetic collaboration, Disney received increased sales on their merchandise, as children watching the film became interested in buying the products whilst children seeing the products would be more inclined to consume the film product. 

In addition, Disney also released the soundtracks to the film during the opening period of the film, including songs such as 'Let It Go', which received over 442,000,000 views on YouTube and made the number 1 on the US and UK Billboard charts. The 'viral' aspect of the soundtrack increased awareness of the film significantly, raising sales, whilst the film's release raised awareness of the soundtracks, increasing their iTunes sales. These soundtracks were released on Walt Disney's own record label and on Disney's own radio show - Disney Radio.

There are examples however where smaller independent companies have used synergy similarly to promote the release of their films. Ill Manors, a low budget film distributed by Revolver Entertainment, is an example of this. At a similar time to the release of the film, Plan B's album, also titled 'Ill Manors' was released. Although this was received well and had a large impact on admission figures for the film,  we can observe the difference in the success of this in comparison to Disney's Frozen. For example, Ill Manors' YouTube upload, which included many actors from the main film production, such as Riz Ahmed, only received 6,800,000 views on YouTube, which allows us to notice the difference between the impact of an independent and conglomerate company such as Disney releasing a soundtrack, as Let it Go received 442,000,000.

It is easier for conglomerate rather than independent companies to use synergy tactics as they will often have many subsidiary companies under their control, which will often be renowned in their media area. This means that it will be easier for these companies to release products successfully,  as they have a greater influence than independent companies due to their relative size. Disney's soundtrack release is a good example of this, as Disney own a radio show as well as a record label as subsidiaries, meaning that they have the power to release this media, whereas independent companies such as Revolver Entertainment often do not have corresponding subsidiary companies that may have the power or resources to produce such products.

Homework

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

In the film industry, the term 'digital distribution' refers to the way that film products are being delivered to exhibitors electronically rather than physically. Furthermore, this also involves the ways that distribution companies are able to use electronic media to market the films that they are working with. In the modern day, digital distribution is not only becoming increasingly popular due to the advantages that it offers to film companies, but also due to the convenience that it offers consumers.

Firstly, as aforementioned, digital distribution has a large effect upon the marketing of films. This is mostly because it offers extensive new platforms and opportunities to reach potential new audiences. For example, Web 2.0, a network that offers international connectivity and is becoming increasingly popular, is often used as one of the main media platforms when marketing new film products, due to it's versatility, low maintenance costs and access to large audiences. Many marketing teams might choose to create campaigns on social media platforms for example, such as Facebook. This again, is becoming more and more widespread. This is because it is almost free to maintain and start up, compared to other mass media strategies such as TV advertisements, and because it can attract a vast audience. Facebook has over a billion users, which reinforces this. Ill Manors, a film distributed by Revolver Entertainment, is an example of a film that relied heavily upon it's social media campaign, receiving 31,000 likes on it's Facebook page, reflecting how successful this can be, particularly for low budget films such as this (budgeted at £100,000), where other mass media promotion may be inaccessible due high cost. Also, using cheaper alternatives such as this can mean that the production company may be able to allocate more of the film's budget to increasing the production value. This is not to say that only small budget films make use of this form of promotion, as larger productions such as Skyfall, which was budgeted between $150 and $200m, also made use of a Facebook page before the film's release, receiving almost 150,000 'likes'. On both Ill Manors' and Skyfall's Facebook page, the marketing team uploaded posters, trailers and exclusive content for fans to see, which would not have been possible without the presence of digital distribution.

Another commonly used digital marketing platform that relies upon digital technology is the use of a dedicated website for the film. Ill Manors also used a website in their marketing campaign, www.illmanors.com. Similarly to the use of social network pages, a website also allows a variety of media to be displayed to the potential audience, however, although it may be more costly to start up, it allows for greater interactivity and control over design and stylisation for the marketing teams, meaning that the page can look more visually appealing. For example, illmanors.com emphasises the brand strongly, through the use of a consistently dark colour scheme, 'urban'-style typefaces and large images. This allows potential consumers to get a stronger feel for the film, meaning they may be more inclined to buy it upon it's release. Moreover, many films' websites, such as illmanors.com offer consumers the opportunity to buy the film through their site and acts as an exhibitor also.


Digital Distribution also offers increased opportunity for cross media convergence - when two products tie in with one another and work together encourage sales. In the case of Ill Manors, digital distribution allowed Plan B's corresponding album, also called Ill Manors, to be publicised. This raised lots of awareness of the film and helped to develop a fan base for it. The media presented both of these products side by side and the CD reached number one in the charts for a brief time, partly due to the online coverage that the two products had received, whilst the film product gained much more additional interest.

As well as to marketing, digital distribution also offers many advantages to consumers. The main reason for this is because they are able to view film products through a variety of new platforms. Due to the introduction of digital technology, films can now be viewed on many devices that have internet access, such as smartphones, tablets, smart TV's and games consoles, that allow users to visit streaming websites such as Netflix and LoveFilm. Many distribution companies have recognised this and many now distribute their films digitally through websites such as these and YouTube. The access that so many users have to films digitally means that they can consume films cheaply and conveniently, as many can now be consumed 'on the go'. This has impacted many production companies, as streaming websites can often exploit them paying them very cheaply for rights to their product and the issue of piracy is ongoing, meaning that if an uncoded copy of the film is leaked, it can be watched for free, giving producers no capital return. 

Digital distribution has also affected exhibitors hugely, as it has caused cinema attendance to be less necessary for consumers. Due to this, many cinemas have worked to improve the quality of the viewing experience for customers by introducing premium seating for example as well as D-Box facilities, where consumers can get a viewing experience that cannot be recreated at home. Schemes such as these have been introduced in order to maintain cinema attendance figures, so profits did not drop as a result of the introduction of digital technology.

In conclusion, digital distribution has had a significant effect upon marketing, as it allows large audiences to be reached as the amount of internet users in the modern day is at all time high. Also this allows distribution companies to be conservative in their promotion costs, which is particularly useful for low budget productions, such as Ill Manors. Furthermore, consumers are also mostly positively affected by digital distribution, as it allows them access to film products through a variety of media, whereas previously, in the pre-digital age, they would have to visit a cinema to consume.

Revision - Essay Plan

What significance does the continuing development of digital media technology have for media institutions and audiences?

Production

Advantages:
 - Cheaper to produce (Ill Manors, low budget - couldn't have been shot on film - £100,000 budget. Total revenue - £450,000) - no need for 35mm film reels when filming, digital filming = free
                     - Easier production - directors/cinematographers can easily watch footage back during         filming, whereas with 35mm film they would have to process it first.
                     - Editing is simpler, no film to digital conversions necessary.
                     - CGI (Disney - Avatar/Shrek) /special effects are easier to create
                     - Footage can be backed up

Disadvantages:
- More competition as digital technology is available to many film makers
- Quality of film is inferior to digital


Distribution:

Advantages:
(Marketing Ill Manors)
- Gives marketing teams better access to audience through online media (web 2.0) such as social networking allowing them to reach larger audiences, cheaply. Ill Manors used this method due to it's low budget, and focussed heavily on it's social media Facebook campaign (31,000 likes), where they published promotional material such as posters and other exclusive content.
- Use of other digital media to allow cross media convergence. Plan B's CD 'Ill Manors' raised awareness of the film and helped develop a fan base. The CD reached number 1 in the UK.
- Allows easy trailer distribution across the web. Films such as Ill Manors (small £100,000 budget) relied upon this extensively. Specifically using YouTube (a free platform) and their website 'illmanors.co.uk' as a medium to present these as well as providing an opportunity for consumers to buy the film. This wouldn't have been possible without digital.
- The cheap marketing of Ill Manors allowed them to allocate their budget to production areas.



- No physical storage necessary for 35mm film - Films can be distributed digitally rather than physically which is logistically simpler and cheaper/


Disadvantages:
- Files can easily be leaked/pirated as they are transferred digitally meaning that companies can be exploited
-

Exhibition:

Advantages:

- Consistent projection quality - Film quality deteriorates after each viewing
- Automatic projection
-