WHAT IS ON-DEMAND?
On-demand refers to a variety of different media delivery approaches incorporating elements of sound, voice, video and text - as selected by request by consumers of media. Alternative references to describe this type of media consumption are Time Shifting, VOD - video on-demand and IPTV - Internet protocol television.
Through the previous 50 or 60 odd years of our traditional broadcast model, we were working heavily in the one-to-many environment of television. Today, we are operating within an environment that Chris Winter of the ABC innovations department describes as a 'many to many', highly competitive market. The end of the line media consumers have taken a power stance, wherein they were once delivered to and dictated to, have now stepped up to self programming around their own fit within their own schedules. It is now within the power of the users to dictate to the content providers (former broadcasters) - and it is this feedback loop, which makes on-demand Television so appealing today. This is similar to what Chris Winter describes as the 'iTunes moment', when people could then select particular songs to listen to rather than purchasing and consuming whole albums. The rules have changed; the audience has now taken on the role of producers and have been allowed through the executive doors. Australian broadcasters are reacting to this power struggle by submitting to these emerging trends and realising the audience mentality of, again as Chris Winter suggests "media that is targeted at you, but does not include you, may not be worth sitting still for". Next Page ➤ |