According to Rad (p.2), the media industry has experienced major transformations due to the emergence of disruptive technologies. However, the development of these technologies creates its own winners and losers. In this case, the winners are those corporations that have taken adequate measures to make good use of these innovations. In light of this task, the research paper primarily seeks to discuss disruptive technologies in mass media. The discussion will focus on T.V, radio, music and cinema industries. The paper will demonstrate how companies in the mass media industry are leveraging disruptive technologies in their organizations. In addition, the study will establish the effect of these technologies on customer service, as well as how the content in each medium will look like in the future.
1. How media companies are leveraging disruptive technologies within their organizations.
Notably, the exponential growth of online video streaming has become the most preferred method of receiving visual content. Traditional entertainment market that relied on cable television or network television broadcasting via VHF or UHF channels is slowly being replaced by online video streaming subsequently affecting how companies in the television industry operate. Big brands such as Netflix and HULU are using this technology to their advantage. As a result, they have been able to expand from their home countries and distribute their visual content to other parts of the world. This has considerably improved the subscription base of these firms to a global scale (Olenski, n.p). As music becomes increasingly digitized, so does the disruptive technologies used to distribute it. The players in the music industry are using these innovations to reach out to more clients, increase viewership and help the sector grow even more. Lastly, organizations in the cinema industry such as IMAX are using 3D technology to deliver images of unsurpassed brightness and clarity to its viewers.
2. What provides them insights into which technologies to adopt and when
The need to satisfy customer needs
As technology advances, organizations are discovering new ways to become more efficient. Therefore, companies are motivated to adopt these technologies so that they can enhance customer experience and improve their competitive ability (Kaura, Durga " Sourabh, 404-422). Adopting disruptive technologies is informed by various client needs. As a result, organizations will stay put with various technological innovations to ensure the technologies used produce content that can be consumed by clients and meets their expectations. In this case, the companies have to consider various aspects such as cultural changes as well as the emerging trends in the market to determine the most appropriate and effective technologies to adopt.
Long-term cost saving solutions
In addition to satisfying customer needs, costs determine the types of technologies adopted by a company. Ideally, every organization seeks to maximize profits. Therefore, embracing appropriate technologies will play a significant role in reducing the costs and expenses incurred. These technologies are adopted when a company is experiencing intense competition, a decline in its sales or when it is planning to expand its services to untapped markets.
3. What fundamental changes are these disruptive technologies having on customer experience
To begin with, online video streaming has enabled companies in the mass media industry to have better interactions with their customers. In this case, these organizations have been able to reach its clients, have instant connections with them making their experiences seamless and fun.
Besides, this disruptive technology results in high quality streams. With the use of a robust infrastructure and good content delivery network, organizations operating in this industry ensure that the stream works perfectly and functions consistently without any technical glitches.
Moreover, live streaming provides real-time user engagement. It also offers richer content that is informative, highly desirable and a lot of fun to peruse (Olenski, n.p). With the adoption of disruptive technologies in the music industry, clients can now pre-order, download and play their favorite music enhancing client satisfaction. For some time, IMAX cinemas have experienced low attendances and decreased sales. However, the corporation has been able to increase attendance and sales by producing its movies using advanced 3D technologies. The use of this technology has boosted the quality of client experience in the cinema industry (Dodgson, p.31-36).
4. What will the content in each medium look like in the future?
Disruptive technologies will have massive changes on the mass industry. In this particular case, the technologies will play a critical role in breaking up monopolies, and create cost-saving alternatives for the consumers. In the future, live video streaming is expected to continue expanding while T.V and radio industries will be on the decline. Additionally, companies will shift their focus towards shorter but informative pieces of video content to increase consumption and cater for the needs of clients who are using various devices such as smartphones. Disruptive technologies will also enhance the quality of music produced.
As stated by Sheldon-Hicks (n.p), 3D printing is set to revolutionize film making from a production design perspective. In the coming years, this technology will be part of the production designers' toolkit. The continued use of this technology in the cinema industry will help organizations such as IMAX to use auto stereoscopic displays to provide 3D images where the viewer will not need to wear any spear viewing gear. It will also enhance the flexibility and immediacy of digital filming.
Conclusion
The research paper sought to discuss disruptive technologies in TV, radio, music and cinema industries. It discussed how companies are using these technologies, the insights used to adopt them, their benefits on client experience as well as how the content will look like in the coming years.
Works Cited
Dodgson, Neil A. "Autostereoscopic 3D displays." Computer38.8 (2005): 31-36.
Kaura, Vinita, Ch S. Durga Prasad, and Sourabh Sharma. "Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction." International Journal of Bank Marketing 33.4 (2015): 404-422.
Olenski, Steve. “The Benefits To Brands Of Using Live Streaming.” Forbes, Forbes Magazine, 16 Dec. 2015, www.forbes.com/sites/steveolenski/2015/12/16/the-benefits-of-using-live-streaming-to-brands/#5be32bc52221.
Rad, Masoud Gholampour. "Disruptive innovation in media industry ecosystem and need for improving managerial cognitive capabilities in polymediation era." Cogent Business " Management 4.1 (2017): 1352183. P.1-24.
Sheldon-Hicks, David. “Five Ways Film-Making Is Evolving Thanks to New Technology. “The Guardian, 12 June 2015, 16: 30 BST, www.theguardian.com/culture-professionals-network/2015/jun/12/film-technology-evolution-film-making-3d-printing-vr-motion-capture.
