New+Trends+in+Media+Platform

Introduction
toc In the economical environment, business have become fiercely competitive, thus survival and growth is so important, media is essential because it’s a form of information communication through various platforms e.g. Television, radio, mobile devices, tablets and newspapers. ‘The Term ‘media’ also has a long history of transformation. It originally signified only a ‘medium’ employed by or for something else, a channel of transmission of an independent content or a form the provided temporary ‘shelter’ for something on its way to somewhere else.’ (Koivisto and Thomas, 2010:26) Demonstrating the key aspects of media and then looking into new trends in media platforms, gives an idea of the evolution of a new market and how new trends in media platform fits in with business world.

Old/Current Platforms
Media has to be broken down in different platforms to understand the emerging trends in the business world. At a ‘digital age’ media content is available in various ways and that some countries might use one platform than another i.e. Australia and United Kingdom still use radio whereas China, Japan and India use more mobile tech than any other countries combined. 'So Many media and so much content available' (Roberts and Foehr: 2008:13), explanation below on various platforms.

Print: Newspaper, the oldest form of communication but the most effective in information communication on current topics and for business to advert their products or services through advertisements. Magazines are still appropriate, although there are only few around which differ in various genre i.e. T3 magazine looks at reviewing technology, whereas Reader Digest looks at the well being of people lives (healthier living). Newspaper are dying in the business world as less companies are using newspaper to advertise their products or services, it saw a 6% decrease each passing year. Losing approximation of $13 for every printed-paper to the proportion of $1 gain in the digital market.

Television: broadcasting current news, films, TV episodes and soaps opera. ‘An HIV/AID campaign in India reached 43 million people on television (at a cost of $0.01 per person reached) while the same campaign was watched by 348,000 people on video vans (at a cost of $1.43 per person reached)’. (DMI, undated) This quotation tie’s in with the next section as part of an elaborative example.

Radio: A platform that has been able to survive in the digital age. Used as a low cost technique in communication of business. An example: of a non-profit organisation using TV and radio to reach audiences in parts of Africa. The below diagram identifies that more people have ownership of radio than television sets in parts Africa.



New trends in Media platform
The [|Internet] has transformed how we communicate and distribute various pieces of information. The technology industry has revolutionised the mobile tech makes it easier for customer to access information and business products through applications. Mobile and Tablet application Handheld devices have become more accessible and cheaper for customers to own. Once ownership of a mobile device, having attained an account, therefore enabling the customer to download app content, keeps in formed with media sector news. Wi-Fi tool is integrated with nearly all modern handled devices in order to gain access to media content, through [|3G]/[|4G] (3rd/4th generation mobile communication) tech now being available at an expenses, customers can still access information without Wi-Fi.

A simple technology that allows online access, therefore decline in the physical format of newspaper and magazines as they take up space and costs a lot to produce. Having digital print of magazines and newspaper save space, the subscription rate is affordable for the consumer, which lead to $611m estimated forecasted profit excluding newspaper’s digital financial profits. The technology sector has been a main influence in the evolution of media process. Apple Inc might have given birth to tablets because of it’s touch screen interface and only allowing restricted number of applications depending how much digital space each tablet holds, therefore forms of Facebook and Twitter can be appeared. Newspaper has to develop apps to reach new and existing customers to provide news in the digital space. This has lead to further development in news applications that are aimed to reach new and existing customers within the digital space. For instance, //Financial Times// have created an app that is available through android and IOS devices, feeding current news in a different format. For further research on statistics on digital magazine.

Not only does tablet give audience access to magazine content, it also allows movies to be streamed, gaming application to be played and e-books to be read. A tablet has a limited amount of digital space (memory), therefore depending on how much memory is left will determine on how much content can be downloaded. Once the tablet capacity is full some items within the tablet will need to be deleted to free up the required memory.
 * [[image:1.png width="93" height="119" align="center" caption="T3 Magazine"]] || [[image:ntinm3/3.png width="122" height="44" align="center"]] || [[image:2.png width="85" height="104" align="center" caption="T3 Magazine in tablet form"]] ||

The diagram demonstrates how tablet users in United States access internet contents. There is a high percentage of sales on magazine and digital books. Another high percentage is video content, as application makes it easier to stream movies to the audience, the entertainment sector is bound to make profits as well as the company such as Netflix and Now TV supplying the content straight to the customers.

Gaming Industry
[|Zynga] is an organisation that has adapted the theory social network in social gaming. Its an application that can be used in either mobile, online and tablet. The company generates profit in two ways:


 * Virtual goods (gaming platform where you can buy goods and used as currency in the gaming world)
 * Advertising: companies that pay for advertisement space in the Zynga gaming world.

Zynga have the unique ability to market other companies brands and products through virtual game space, the social gaming is a niche market that the company have a competitive edge over their competition, thus forecasting an explosion of $5 billion dollar market by the year 2015. They work with Facebook and Google+ in providing social games; due to the collaboration they can mass market potential products and brands to a wider customer appeal. To gain access to Zynga games, through online products such as tablets and mobile phones. [|Sony], Microsoft and Nintendo produce consoles for entertainment towards kids and teenagers although they try to broaden the target market. As the corporation mention, they are adapting their console in order to sustain application format therefore media coverage is available to the consumer.

Entertainment Industry
The biggest battle in the entertainment industry is that the distribution of original music, film or artwork can be illegally obtained. Piracy is a key issue in this industry as it rips off a lot people in dodging to pay a certain price to own a DVD, or a musician cd. This quotation best explain whys piracy exist ‘Internet media piracy exists because there’s a market for it. Because BitTorrent is providing access to media content people (consumer) want, but which other people (media platforms/networks/companies) aren’t giving them access to’ (Shakely, 2012) and the quotation is partially backed up with ‘if it weren’t for piracy…. I never would’ve found about 90% of the music I listen to’ (Nerd Culture, 2007). Thus suggesting that there is more open media content in the illegal sector.

Although piracy is seen as a negative perspective, one might argue that piracy encourages people to buy product from the entertainment industry. 'Those who download music illegally are also 10 times more likely to pay for songs that those who don’t.’ (Michaels, 2009) As media content is available potential audience have a choice, they decide what they view and whether they like then they tend to buy a physical copy.

Television has adapted in forms, better graphics, bigger screen and smarter technical abilities. There is now ‘smart TV’ that enables Internet connectivity, connection to other devices where uploading content becomes easier and able to share the content within your social group.



The ‘smart TV’ enables application such as Netflix and Now TV to exists as well as social networking to be integrated within the ‘smart TV’ setup. Theses two-programmed application allows movie streaming and some video sharing as well.

Netflix is an online business that generated $3 million profit in recent 2013 by being the biggest online provider of movie streams. As a business they invest in original TV shows which is exclusive for them, this draws potential customers to subscribe to their service that they provide. Netflix have created an app for themselves, that can be installed in various technology devices, which means consumers can watch film or TV episodes on the go. Now TV has the same similarities. ‘23% of all Netflix subscribers say 'they have watched on smartphones and 15% have done so on IPads.’ (Danova, 2014) Netflix is also connected with a social network Facebook, which allows to review and rating for the film watched and being shared to friends. ‘Now TV’ is the same as Netflix but charge a more premium price tag subscription; they have more selection of movies and television shows.

Technological Future
As technology industry is becoming more innovative and constantly changing with a rapid force, specific companies doing extensive research and development are making technology more ergonomically. Wear-able technology might be a key fashion trend in the future.

Google Glass is one prototype that is under development by Google, a device that allows viewing and sending emails, taking photos and videos, sending messages through voice and GPS. Another device, which is in the current market, is the smart watch, features that are similar to mobile technology.

Social Media
‘Social media is the media we use to be social’ (Safko 2012:03) 'Social media are primarily Internet-based tools for sharing and discussing information' (Fernando, 2012) Social media is a phenomenon in the online world; it connects a lot people from different parts of the world. There are numerous ways of connecting with similar or differ people minded in the community.

Facebook, Twitter and YouTube are referred to as Web 2.0. ‘ Social Networks such as Facebook, Twitter , or LinkedIn where people can share comments, personal details, media such as photos and video, or establish relationships with other users’ (Ibid, 2012). @Social media is a huge part of the media, social network sites breaks down categories where each site gives the user ability to share different content such as video, pictures, and information.


 * Facebook: A social networking tool that allows you to share personal information, content, videos and photos with your friends and family.
 * Twitter: Another social networking site using micro blogging as a tool. Short announcements made public to the people who are following you in twitter.
 * LinkedIn: Parallel to Facebook but with different features, suited for entrepreneurs networking in the business realm.
 * Youtube: Upload and share video to wider range audience.

Researching into more depth for social media is relevant in the media world, although focusing on other aspects of media will be more effective to identifying the media platforms and the importance of the subject.

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Media based application
Media helps different industry to thrive in their potential market, the entertainment industry for example: Music, Film and TV production, where individual or creative team that help promote their products. So when a celebrity is posing and being surrounded by the product that is being marketed. The entertainment industry is heavily reliant on media, either to promote or endorse, it a commercial market for a global audience.

Most of the application mentioned below, business sponsor user’s to promote their products in order to reach potential customers i.e. the fashion industry sponsor user to wear their clothing products in order to sale their own products.


 * [[image:4.png]] || Vine is an application that enables user to capture 6-7 seconds looping video and share it through media channels. || [[image:ntinm3/url.jpg width="71" height="67"]] || The Financial time app keeps you updated on current and breaking news instantly. ||
 * [[image:ntinm3/6.png]] || Instagram is an application that captures images, enables the user to edit the content and share it through social media channels || [[image:imgres.jpg width="86" height="86"]] || Netflix, an application that allows views on film and TV episode content through devices connected online. ||
 * [[image:ntinm3/5.png]] || Snap chat enables user to capture video content and send it through their mobile contact lists. || [[image:ntinm3/imgres-1.jpg width="76" height="76"]] || Pandora app is a music radio application that can be altered to the user taste in music. ||

The best advantage is social media for business, for start-up and low or no charge on marketing their brand through the channel of social networking because the network sites are free to use for anybody. || ||
 * [[image:ntinm3/Untitled 3.png width="207" height="258" align="left" caption="David Beckham posing, whilst wearing H&M clothing line"]] || An example would be Vine video, [|Glamour Magazine]showcasing their new range of designer women shoes. H&M advertising through this media innovation of Instagram through celebrities wearing their own line of clothing range.Snap chat using discounted promotion with a clever engineered form of advertising (i.e. in advertisement of products, at the end of the promotion there is a slogan or tagline that persuades customers to purchase their products), in which Snap chat achieves effortless letting the user promote for their business rather than the organisation paying for advertising.

Contemporary relevance to the business world
Contemporary relevance for media platforms to exist in the business world, help organisation to communicate and promote their products and services to a wider market. Thus, reaching more customers and for the company to generate more profit. Visual and verbal marketing is vital for any business to either promote their products or service therefore the media is a crucial importance towards the impact of your organisation. Big companies such as Sony, Apple and Samsung create technology to uphold application otherwise without devices and online capabilities, media would not have diverge itself on other devices

Problematic Media
One reason that problems occur in the ‘media’ is being biased dependent on the source, i.e. a person can spread false information that can be harmful or damaging to another person or a company’s image. Through the media scope, information can be alternated. This is therefore has an impact on the trustworthiness of the information, which means extensive research might need to be taken into consideration.

Reliability with technology is another key element, without online access to the Internet, gaining information or updates on key events can be very difficult to use other means of communication. Modern technology is designed ergonomically, trying to match customer satisfaction, although sometimes technology fails due to human error or technical difficulties, it is essential that information is backed up either physical format or backed up server. Thus organisation do spend a lot of financial gain in the technology sector, especially in back up server and better networks, so within the business, employee can save and access work frequently. Alternative solution to backing up files is cloud computing that allows you to store files depending the fee of the amount of space used.

The consumption of energy usage, media platforms use a lot of energy through electric mostly which needs to be conserved rather than wasted. Being more sustainable efficient can be better for both work environment and being less cost effective for business in general. Overall media is like a ‘doubled edge sword’. On one side, it helps the boost economy by creating jobs and selling products through marketing in media platforms. However, on the other side exist issues around the reliability of technology and the integrity of information presented in the media world. This raises concern as to whether sources are trustworthy enough to be considered true and accepted among individuals and the wider public. Trends in new media platforms will keep adapting in order to suit the current world through ever innovative means that suit an increasingly digital future generation.