Changing technologies and new and digital media have changed the way that audiences consume media products. User generated content has meant that audiences are no longer just consumers of the media, but producers too. Also, new and digital media has led to more plurality as there are so many more media products available. Although this has created many benefits for audiences, it could be a threat to producers and media institutions as there is less need for them. This is seen in many areas of the media, particularly with the news and TV broadcasting.
The newspaper industry has been in decline since new and digital media gave audiences new ways to consume the news. Online news means that audiences can now get news for free. Also, they can get it when they want, making it more accessible and convenient for audiences. This means that there is less need for audiences to buy newspapers as they can get the same content for free. Also, smart phones mean that audiences can get the news delivered directly to their phones while they are out.
To deal with the threats posed by news and digital media, institutions have had to change their media products. The Evening Standard, once a popular newspaper, is now given away for free as audiences stopped paying for it. Also, some newspaper websites have decided to introduce paywalls to stop audiences from being able to access the news for free. Rupert Murdoch released a new newspaper, The Daily, that is only available on the iPad, making the news less accessible, therefore increasing competition between producers again.
TV broadcasting has also been affected by new and digital media. Online catch up services, such as BBC iPlayer and 4oD mean that audiences can watch TV in their own time rather than at the scheduled time. Time shifting channels such as Channel 4+1 also gives audiences more plurality as they have a bigger choice of when to watch. The declining importance of scheduling is a threat to institutions as it makes it more difficult to target particular audiences. Also, online TV is always accessible so there is no regulation like there is with watershed.
TV broadcasting institutions have had to change so that new and digital media does not threaten them. Sky 3D and Sky HD give audiences a more cinematic experience that is not available online. Also, audiences can now record TV with technologies such as Sky+ so they can do their own scheduling but still watch TV rather than online TV.
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