Posts Tagged ‘digital’

Lately I have been thinking a lot about the future of TV and where digital media communications are going. Last night when we spoke about Hulu and the future of TV I was somewhat shocked to learn that 25% of all online searches are now YouTube videos. I mean, I knew it was up there, but 25% is significant. I can’t help but wonder if the targeted advertising of online content has a role in the reduced searches for other media, or if it is simply that online video is taking over the digital world. Maybe it’s a bit of both.

I recognize that I use search engines less in 2010 than ever before because it seems as though the content I used to search for now comes to me. It seems as though every website I visit has suggestions for alternate media channels that I may enjoy, and, in turn, these targeted yet seemingly serendipitous selections of media take up so much of my time I don’t even touch Google.

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Tonight I couldn’t help but think of Marshall McLuhan’s “The Medium is the Message” and how the way we experience a story greatly relies on the medium in which it is delivered. A perfect example of this is Avatar. In the theater the 3-D imagery was somewhat astonishing when partnered with such realistic CGI and needless to say – I was sucked in… but on a tv or mobile device the experience relates to that of when I watched Ferngully in middle school. My main question after class this evening is how do we optimize the content we put on the web to create the same kind of emotional engagement we may see in a theater or even a live scenario? If the medium is the message what is the impact the internet is having on how our media is experienced and how do we make it better?