This work is licensed under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 License.Please contact [email protected] use this work in a way not covered by the license.Television viewing patterns were not static over the medium’s first 60 years.
A third variation occurs when new technologies such as advanced digital cable systems provide platforms for the development of new services, such as VOD or interactive program guides.
New media technologies may also be distinguished by who controls services and content.
Some are under the control of the user, not requiring content created specifically for them.
For example, DVRs are under users’ control and do not require separate content from program providers (except for the channel guide needed for scheduling what programs will be recorded), although some producers offer content specifically for DVRs.
This information is important for advertisers and contributes to a broad understanding of the television experience, but by itself, it provides a rather superficial understanding of the subject.
Academic research, especially in recent decades, has emphasized the potential social impacts of content on audiences: for example, whether television content reinforces racial and gender stereotypes.Will they lead to new forms of programming and threaten existing programs and business Some new media technologies are independent of any new services but can nonetheless affect TV viewing behavior: for example, the remote control did not provide a new service as such but led to more channel changing and a different TV viewing experience for many people.In other cases, new technologies and new services are closely linked: for example, DVRs, which were designed to enable users to capture programs for later viewing, fast-forward through content, and provide instant replays.The print version of this book is available for sale from the University of Michigan Press.For more information, read Michigan Publishing's access and usage policy.Others, whose families could not afford a TV (costing six weeks’ salary for an average household in the late 1940s) and who had already worn out their welcome at the homes of neighbors, may recall hanging out in neighborhood taverns or department stores to catch a glimpse of television. TVs were also located in many other public spaces that simply wanted to draw people.Watching TV in public locations built an appetite for the new medium and encouraged word-of-mouth discussion that led to its adoption in homes.How does technology affect the behavior of viewers, where TV viewing occurs, and the content created?In turn, how do other factors in the broad TV viewing context influence what new media technologies are developed and which succeed or fail?The cycles of interactions among technology, behavior, and programs can continue over many years or decades.At the beginning of the process, few observers can anticipate the longer-term effects of technological change.