In the following l want to discuss the effects the interactive television technology might have on the ′Information society′ and which tasks have to be fulfilled to become a member of it.
l want to focus on the question, what are the advantages to be a ′member′ of such a society and what advantages these technologies offer? My task is not to find a definite answer to these questions. They must be seen as speculative ones. All the new communication technologies like interactive television, are just at the beginning of its ′booming′ development and there is no empirical research done on it yet. However, want to take the interactive television technology as an example to discuss, what opportunities this new technology offers. Therefore, my work is primarily a theoretical approach to an issue that will become even more important if the new System will knock on the door of private households in Europe.
l also want to discuss some ideas of Bertolt Brecht, who already in the 1920′s made suggestions for interactive broadcasting, which were primarily concerned about the radio system. But nevertheless his ideas are still applicable on any other communication system. His ideas of interactivity are more relevant than ever.1 The industry took on this argument for their own purposes. They Claim, that interactive television is absolutely necessary, because the Computer generation is raised with interactivity. Video games are one the best examples for interactivity.
As well as the latest information l collected from newspapers, l will also use magazines and other media.
Table of Contents
1. INTRODUCTION
2. ACCESS TO THE SYSTEMS
3. THE FUTURE SCENERY
4. PAY TV AND VIDEO ON DEMAND
5. POSSIBILITIES OF CONTROL
6. THE PERCEIVERS EXPECTATIONS
7. EXPENSIVE INFORMATION
8. THE PROTECTION AND THE VALUE OF INFORMATION
9. ALTERNATIVES TO INTERACTIVE TELEVISION
10. CONCLUSION
Research Objectives and Topics
This work examines the societal and economic implications of emerging interactive television technologies, questioning the assumption that these systems serve the public good. It explores the potential for increased social stratification, the concentration of power among media elites, and the privacy risks associated with data collection, ultimately advocating for a critical approach to technology implementation.
- Socio-economic hierarchy and the digital divide.
- Mechanisms of consumer surveillance and control.
- Economic models of "pay-per-view" versus sponsored content.
- Political and social risks of monopolistic media ownership.
- Comparison of new interactive systems with existing media alternatives.
Excerpt from the Book
3. THE FUTURE SCENERY
The model of the internet can be taken as a good example as to how interactive television might develop. Interactive television will also be a part of a digital network System. An apparatus bounded in a digital network System enables everybody to get connected. Private persons or business people, it does not matter, everybody can use the service. Therefore business can be done at any time and everywhere. Big deals can be made on-line and business partners can be communicated at any time. Transfers and transactions can be done at Computer terminals in the Office or at home 24 hours a day. More and more information will enter the domestic sphere.
Interactive television would be a part of this network, that in order to be 'interactive' should be structured as the internet. A decentralised Server unit will supply Servers with the information that is demanded. This possible development seems to suggest that for such a System a new apparatus is needed, that combines the facilities of the old television set, the telephone and the 'interactive' possibilities of a Computer. Such an apparatus could be a part of a Computer or could be a new independent apparatus, a ‚Teleputer‘.
For this purpose the broadcasting System has to change. For an interactive television System the one way communication System (television, radio) has to be made interactive. In the 1980's the network Systems turned digital. The majority of these households of Europe have a Computer at home. Together they could form the platform for interactive television. By cheap modification of the existing network it would offer the Option of a response channel. This response channel is absolutely necessary for interactive television. The grade of interactivity depends on the design of the Systems.
Summary of Chapters
1. INTRODUCTION: Introduces the premise that new media systems are creating a societal hierarchy, dividing users into an information elite, a privileged class, and a disadvantaged class.
2. ACCESS TO THE SYSTEMS: Analyzes the history and technical barriers of digital networks, noting that technical knowledge and financial resources are prerequisites for inclusion.
3. THE FUTURE SCENERY: Proposes a model for interactive television based on internet structures and identifies the need for new hybrid hardware, such as the "Teleputer."
4. PAY TV AND VIDEO ON DEMAND: Examines payment models for interactive services, highlighting how these systems force user engagement and enable precise tracking of consumer behavior.
5. POSSIBILITIES OF CONTROL: Explores how media monopolies and "media moguls" could consolidate power, potentially threatening democratic structures.
6. THE PERCEIVERS EXPECTATIONS: Discusses the user demand for simplicity and affordability, contrasting it with the complex reality of new interactive media technologies.
7. EXPENSIVE INFORMATION: Argues that the "information society" exacerbates wealth gaps, as high-quality information becomes a paid commodity, excluding the lower classes.
8. THE PROTECTION AND THE VALUE OF INFORMATION: Discusses the necessity of protecting data and the political influence exerted by the information elite through control of distribution.
9. ALTERNATIVES TO INTERACTIVE TELEVISION: Suggests that existing, simpler technologies like VCRs offer competitive, affordable alternatives and questions the necessity of expensive new network infrastructures.
10. CONCLUSION: Critically summarizes the work, calling for democratic discussion and regulation before industry interests fully dictate the future of interactive communication.
Keywords
Interactive television, digital network, information society, social hierarchy, media mogul, control, surveillance, data privacy, pay-per-view, video on demand, consumer behavior, digital divide, media law, teleputer, broadcasting
Frequently Asked Questions
What is the primary focus of this work?
The work focuses on the critical analysis of the potential societal and economic consequences of introducing interactive television, challenging the industry's optimistic projections.
What are the central themes discussed in this document?
Key themes include the emergence of a new class system based on information access, the risk of corporate control over media, and the implications of consumer surveillance.
What is the primary research objective?
The objective is to explore the theoretical risks and opportunities of new communication technologies and to advocate for a critical, public-interest approach to their development.
Which methodology does the author apply?
The author employs a theoretical approach, analyzing existing media trends, socio-political concepts, and industrial strategies to predict future scenarios for interactive television.
What does the main body address?
The main body examines technical requirements, payment models, potential power concentrations, the importance of user expectations, and the socio-economic barriers of the information age.
Which keywords best characterize this publication?
Core keywords include interactive television, media control, information society, digital divide, and corporate power.
How does the concept of the "Teleputer" relate to the author's argument?
The "Teleputer" represents the proposed evolution of household technology that combines television, phone, and computer functions, serving as a basis for the author's analysis of the infrastructure required for interactivity.
What is the author's stance on the "information elite"?
The author characterizes the information elite as a powerful group of industry entities that control the flow and cost of information to maximize profit, potentially undermining democratic participation.
Why does the author consider VCRs as an opponent to interactive television?
VCRs and standard television are viewed as an established, low-cost, and user-friendly "non-interactive" system that competes with the high costs and complexity of proposed interactive video-on-demand services.
What role does privacy play in the author's critique of interactive media?
Privacy is central to the critique, as the author emphasizes that interactive television systems can collect and monetize personal data regarding exactly what, when, and how long programs are watched.
- Quote paper
- International Master of Arts Dirk Schmelz (Author), 1994, A future scenario of Interactive Television - information and technology that belongs to the rich?, Munich, GRIN Verlag, https://www.grin.com/document/107841
