Digital Broadcasting Summary Essay Example

and broadcasters, as well as the ability to remotely engage in activities such as shopping, booking holidays, banking, and playing games. It's not just television that is undergoing this digital transformation; radio too will provide listeners with an enhanced and enjoyable experience.

The sound quality will be impeccable and uninterrupted. New digital radio sets will have a built-in display panel that shows graphics and information related to the program you're listening to. These are the expectations we have after 80 years of broadcasting. This technological change is as revolutionary as radio was 75 years ago, and as television was 25 years later. Overnight, we will transition from a world of scarcity and limitation to a world of abundance where countless services become possible.

The fear of change is still as strong today as it was 77 years ago at the beginning of broadcasting. The digital age brings both opportunities and risks, such as the potential threat of globalizing culture that may undermine national identities and the possibility that powerful gatekeepers of information may limit diversity instead of promoting it. Another risk is the creation of a two-class society, where those who can afford expensive media have access to abundant information while the less privileged do not. Are these threats realistic? How can we prevent them? The introduction of digital broadcasting has followed a similar trajectory to traditional broadcasting 77 years ago, gradually becoming available to everyone.

In 1922, the British Broadcasting Company was established by a consortium of radio manufacturers. Peter Eckersley, one of the first employees of the company, described the BBC's formation as a solution to a technical issue (ECKERSLEY, 1922,pg112). The government's decision was to

prevent unrestricted access to radio. Under the leadership of John Reith, who was 33 years old at the time, the BBC embarked on the development of broadcasting. The BBC was established with the aim of providing public goods rather than treating broadcasting as a private commodity.

The decision to fund the public service was made in order to restrict the number of programs broadcasted through advertising. To avoid government intervention, a license fee paid by radio owners was introduced. This fee allowed for reinvestment in the research and development of the service. The Sykes Committee of 1923 ruled out advertising due to its negative impact on American programs. John Reith's British approach to broadcasting differed from the American notion of freedom. In 1926, the Crawford Committee recommended that the BBC adopt a more selective program strategy and proposed that "the broadcasting service should be conducted by a public corporation acting as a trustee for the national interest and its status and duties should correspond with those of a public service" (NEGRINE, Politics and the Mass Media, pg82). The early establishment of public service broadcasting transformed the BBC into an informer and educator rather than just an entertainer.

The BBC, during the Adult Education Movement, became an important part of young adult life after leaving school at 14. The dedication to public service by Reith ensured that the quality of the service provided was excellent. The pioneers of broadcasting, who viewed it as a privilege, instilled a sense of high-mindedness in the BBC as a public service. In the early days of the BBC, there were others besides Reith who felt uneasy about popular culture. Therefore, within the

first 25 years of broadcasting, there existed noticeable tension between meeting public demand and shaping public tastes. Reith's bureaucratic and authoritative approach played a role in shaping the unique character of the BBC, which eventually became a national institution for Britain due to its long-standing monopoly.

Initially, the BBC began as a collection of regional networks and later became a national broadcaster, bringing together the people of Britain. The introduction of radio made it an essential part of everyday life in the country. In 1927, the FA Cup final was first broadcasted, and that same year, the Proms made classical music accessible to all. The 1937 Coronation broadcast was a significant milestone in broadcasting history as it became the largest event at that time. Like digital platforms today, these pioneering innovations were initially available to only a few until Reith extended their reach to a broader audience.By the end of the 1930s, radios were owned by 70% of households in Britain, not just London. A conflict arose between the North and South as most broadcasting was centered in London. The people in the North were concerned about losing their regional identity due to the suppression of regional accents. This concern was shared by the Ministry of Information, which suggested taking action to reduce the dominance of cultured voices on the radio and encourage participation from working-class individuals. During the General Strike of 1926, press production stopped, resulting in the radio being the sole source of news for the first time.

Winston Churchill had intentions to use the BBC for propaganda, but John Reith vehemently disagreed. Despite a strike, the BBC persevered with its own power sources and

continued public service. Reith recognized the government and the BBC prioritizing people's welfare during this crisis. This impartiality initiated the BBC's independence. The Second World War led to notable transformations in broadcasting.

The BBC initially chose not to air programs during the war, but eventually reconsidered and launched a recruitment campaign due to most of its staff being enlisted. This decision was pivotal for the BBC as it enabled them to offer content that catered to the public's demands. Throughout the war, the BBC extensively utilized audience research by seeking input from soldiers in barracks and adapting their broadcasts accordingly. Additionally, there was an enhanced focus on programming aimed at both entertaining and informing in order to bolster morale and uplift spirits.

In 1945, the BBC's public service was improved with the addition of television. John Reith referred to television as "a social menace of the first order," an unusual statement. Perhaps Reith believed that after focusing on radio for so long, the arrival of television would overshadow it. In 1955, the BBC's long-standing broadcasting monopoly was lost when ITV introduced its advertisement-funded service, creating a duopoly that was perceived as beneficial for the industry.

ITV was launched alongside the Independent Broadcasting Authority (now ITC), which regulated the channel. Although it initially posed a challenge to the BBC, John Reith originally intended ITV to be part of public service broadcasting, offering informative, educational, entertaining, and overall public service-oriented content. In recent years, British Broadcasting has experienced numerous changes including the introduction of breakfast television, teletext, and live TV. Notably, there have been significant advancements in sound and picture quality.

The emergence of terrestrial channels like Channel 4 and Channel

5 has given viewers more options, challenging the BBC's long-standing monopoly. Furthermore, the introduction of independent radio stations such as Virgin 1215 and Talk Radio has diversified the media landscape even further. The BBC responded to this change by launching Radio5, later re-branding it as Radio Five Live, a 24-hour news and sports station. Technological advancements in the past decade have expanded choices for the British public. Companies like Sky and Cable broadcasting have played a significant role in offering a wider range of programs and entertainment options. Initially unregulated, these developments resulted in an abundance of choice and introduced new sources of entertainment.

The Cricket World Cup of 1992 was only available on Sky Sports, similarly to how the first radio broadcast of the FA Cup final in 1937 was exclusive. Since its introduction in the 1950s, terrestrial television has undergone numerous changes. Initially consisting of two channels, it now offers five, and the quality of programming has significantly improved. As previously mentioned, John Reith's public service ethos provided a foundation for the future of broadcasting, until now. The introduction of digital television will bring about changes in Public Service Broadcasting, but it will not mark its demise.

Digital has its doubters and sceptics, but this change will undoubtedly benefit the audience. However, the question remains whether it will also benefit the BBC. The new concept for Public Service Broadcasting in the new millennium can be compared to a vast menu. Unlike the initial Reithian principles, where the audience received a predetermined service, now paying viewers have the freedom to choose specific programmes or genres at their convenience. As a result, broadcasting transforms into a different

kind of public service, implementing a pay per view system that provides a wide array of options on a global scale. ONDigtal is pioneering Britain's first pay per view system.

Chief Executive Stephen Grabiner states that consumers are dissatisfied with current pay TV providers and want more options. However, they also want to feel valued. Increasing the number of channels may result in lower programming quality. The BBC has the potential to succeed where others may not due to its 77-year history of commitment to Public Service. It can use its role as a digital broadcaster to showcase British talent globally and locally, preserving national culture. Furthermore, it can promote diversity by offering new services and choices. The unique funding method of the BBC - the mandatory television ownership license fee - is crucial for consistently delivering high-quality programming.

When cable and satellite first appeared, there was concern about the decline in the quality of programming. The introduction of more viewing options would lead to a decrease in audience for existing broadcasters. As of January 1999, satellite and cable accounted for 35.8% of all television viewing, with the BBC comprising 28.7% and ITV adding another 25.2%. Additionally, the increased popularity of films on video has also contributed to the loss of audience. Until recently, new films have been available on video faster than on Sky, Cable, or terrestrial television.

Sky Box Office, a new offering from Sky, is advertising the latest movies on demand, which is the first of its kind in the UK. This service will not only have an impact on terrestrial audience, but also on Cinema audiences. In 1990, the IBA was replaced with the

Independent Television Commission (ITC) in the Broadcasting Bill. With the growth of Cable and Satellite, concerns were raised about the lack of quality programming. The ITC now acts as the licensing body and regulator for all non-BBC channels, ensuring that new companies do not broadcast anything they want. Unlike its predecessor, the ITC is not responsible for broadcasting or publishing programmes.

In the future, commercial television stations will face greater competition. The ITC has the responsibility of granting licenses to potential broadcasters, who must then adhere to the established guidelines. The availability of entertainment options has made changes in viewing habits more pronounced, leading to an increase in choices for viewers. Satellite television has had a notable impact on family viewing, especially among wealthier households with multiple televisions. Instead of debating over what to watch, fathers and sons may opt for watching football in one room while mothers choose to watch something else in the kitchen. This phenomenon represents an early example of audience segmentation. In 1992, BSkyB acquired the rights to the Premiership, limiting football viewing options to a single room. As a result, non-football fans had to find alternative locations to watch their preferred programs.

The controversy initially revolved around the decision to remove football from free-to-air television and introduce a pay-per-view system. In order to attract more viewers, Murdoch's company had to invest substantial funds in assisting clubs with recruiting talented players, thereby making the coverage valuable enough for people to pay for it. This move proved beneficial for Murdoch's company. However, ITV has now obtained the broadcasting rights for the FA Cup and the European Champions League, leading to football being reintroduced on

free-to-air television. Nonetheless, having the freedom to choose programming can result in an absence of a structured schedule, which could potentially be problematic for viewers who rely on free-to-air television.

In the past decade, the BBC has lost its monopoly on various sporting events, including domestic league football, Boxing, Ryder Cup Golf, and Test Match Cricket. These events have been acquired by BSkyB, which has multiple channels and has the flexibility to schedule them during midweek or in the evening during prime time. As a result, viewing patterns have become scattered. For example, if you wanted to watch Eastenders on a Monday night but also wanted to catch Manchester United on Sky Digital, you would have to prioritize one over the other. To accommodate this change, some viewers choose to record Eastenders and watch it later or not at all. Recently, a newspaper article has advised the BBC to focus on producing more quality dramas and documentaries rather than cheap quiz shows.

The BBC's failure to invest license payers' money in preserving national sporting events, which are undoubtedly of public interest, appears to have backfired. Perhaps, if they had done so, they wouldn't need to produce low-cost quiz shows to fill their schedule. The increasing availability of choices will inevitably impact our daily lives. The longstanding tradition of rushing home after work or going to a pub on Saturday night to watch a specific program may no longer persist. Match of the Day is no longer the sole platform for watching Premiership football. The advent of video recorders has disrupted program scheduling and advertising on commercial channels.

If the video is being watched, it is best to fast

forward through the advertisement breaks, ignoring them as a result. However, this leads to the advertisements being shown more frequently on other channels, ensuring that the advertisement will eventually reach the viewer. As we enter the new millennium, our reliance on computers is growing. A digital television picture serves as an extra feature for our everyday PCs, providing us with a new capability for our computers and transforming our televisions into computers.

Our modern technology aims to simplify our lives by allowing viewers to do everything with a single touch on a large screen formerly known as a television. The concept of Public Service Broadcasting, initiated by John Reith, has evolved over time. It underwent its first transformation with the introduction of ITV and has since been reformed with the creation of the ITC, aligning it with societal needs. Reith governed the BBC in its early days with an authoritarian approach similar to Rupert Murdoch's management of his BSkyB company, although Reith did not have aspirations for global media dominance. Public Service Broadcasting has adapted to contemporary times, primarily due to advancements in technology and improved services, which have led to changes in viewing habits. Viewers now have the ability to watch multiple things simultaneously, and individual preferences for entertainment differ more greatly. Digital Broadcasting offers a solution to this problem by providing a more diverse range of options.

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