1) Understand the use of digital technology within the Creative Media sector
1.1 Describe the uses of digital technology within the Creative Media sector and the relationships this has created between industries in the sector.
Digital technology can be used for enhancing communication between industries through use of e-mail, social networking (such as Facebook or Twitter), Skype and other video/audio messaging services.
E-mail is a very cheap form of communication, and can allow a single message (alonger attachments) to be sent to every single required recipient at once, ensuring all get a copy (with just a single click of a button). A drawback, however, is that not everyone will have e-mail or internet access, and not everybody checks their e-mails every single day on a highly regular basis unless directed to otherwise.
Social Networking can be used to organise work-related events or send quick reminders of upcoming events or deadlines. A lot of people use Social Networking (approx. 500,000,000 [500 million] people are active users of Facebook, as of 2011 statistics), so it is a viable way of communicating between employers/employees.
Skype can be sed for connecting and contacting people and bringing them into meetings if they cannot physically be there, via the video call feature on Skype.
1.2 Describe key Intellectual Property and copyright issues, related to digital technology and content creation.
> INTELLECTUAL PROPERTY - refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual Property is divided into two categories:
INDUSTRIAL PROPERTY - inventions/patents, trademarks, industrial designs and geographical indications of source
COPYRIGHT - literary and artistic works (e.g. novels, poems, plays, films, musical works, artistic works [such as drawings, paintings, sculptures and architectural design])
Rights related to Copyright include those of performing artists in their performances, producers of phonograms in their recordings, and those of broadcasters in their radio and television programs.
For the purposes of copyright protection, the term "literary and artistic works" is understood to include every original work of authorship, irrespective of its literary or artistic merit. The ideas in the work do not need to be original, but the form of expression must be an original creation of the author.
The "Berne Convention for the Protection of Literary and Artistic Works" (Article 2) states: "The expression of 'literary and artistic works' shall include every production in the literary, scientific and artistic domain, whatever may be the mode or form of its expression." The Convention goes on to the list the following examples of such words:
> Books, pamphlets and other writings
> Lectures, addresses, sermons
> Dramatic or dramatico-musical works
> Choreographic works and entertainments in dumb show
> Musical compositions with or without words
> Cinematographic works to which are assimilated works expressed by a process analogous to cinematography
> Works of drawing, painting, architecture, sculpture, engraving and lithography
> Photographic works, to which are assimilated works expressed by a process analogous to photography
> Works of applied art; illustrations, maps, plans, sketches and three-dimensional works relatve to geography, topography, architecture or science
> Translations, adaptations, arrangements of music and other alterations of a literary or artistic work, which are to be protected as original works without prejudice to the copyright of the original work
> Collections of literary or artistic works such as encyclopaedias and anthologies which, by reason of the selection and arrangements of the contexts, constitutes intellectual creations, are to be protected as such, without prejudice to the copyright in each of the works forming part of such collections
COMPUTER PROGRAMS are a good example of a type of work which is not included in the list in the Berne Convention, but which is undoubtedly included in the notion of a production in the literary, scientific, and artistic domain within the meaning of Article 2. Indeed, computer programs are protected under the copyright laws of a number of countries, as well as under the WIPO Copyright Treaty (1996). A computer program is a set of instructions, which controls the operations of a computer in order to enable it to perform a simple task, such as the storage and retrieval of information. The program is produced by one or more human authors, but in its final "mode or form of expression", it can be understood directly only by a machine (the computer), not by humans.
2) Understand the implications of converging technology on the workforce in particular Creative Media Industry
2.1 Explain what is meant by "converging technology"
TECHNOLOGICAL CONVERGENCE - the tendency for different technological systems to evolve towards performing similar tasks. Convergence can refer to previously separate technologies such as voice (and telephony features), data (and productivity applications), and video that now share resources and interact with each other synergistically.
Convergence in this instance is defined as the interlinking of computing and other information technologies, media content and communication networks that has arisen as the result of the evolution and popularisation of the Internet as well as the activities, products and services that have emerged in the digital media space.
2.2 Explain the impact of converging technology on the workforce within specific Creative Media Industry
Many experts view technological convergence as simply being the tip of the iceberg, as all facts of institutional activity and social life such as business, government, art, journalism, health and education are increasingly being carried out in these digital media spaces across a growing network of information and communication technology devices.
3) Know how converging technology has been exploited to reach new audiences and generate revenue
3.1 Describe the changing expectations of audiences and consumers within a chosen Creative Media Industry
"One of the biggest changes is the way in which we interact with an organisation. According to the Internet World Stats and Wireless Intelligence, there are more than 1,600,000,000 (1.6 billion) Internet users and 2,700,000,000 (2.7 billion) mobile phone subscriptions throughout the world. Add that to the 1,300,000 (1.3 million) new mobile phone subscriptions that are being added oer day, worldwide.
These numbers indicate that we as consumers are online and on-the-go. In order to ensure that the organisation can meet the demands of its customers, it must be available to provide service to the mobile customer. This requires not only web-based customer interaction channels, but also the ability to communicate via e-mail, chat and even by SMS.
What is changing, however, is that customers as a whole are becoming less tolerant when it comes to customer service. This decline is not as a result of an abrupt decrease in service deliverables, but rather an increase in the knowledge of available technology and the expectation that the contact centre should be able to meet each and every request with the click of a mouse"
- Susan J Campbell, TMCNet
3.2 Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue
A MULTI-PLATFORM SERIES is a form of entertainment where the story is told over a range of media platforms, such as television broadcast, online video (such as Youtube, BBC iPlayer, or live streaming sports), mobile/cell phones, and downloaded podcasts which can be watched either on a computer or portable media player. It is a bridging of television and new media.
The content of the multi-platform series can either be different over each type of media (such as 'Battlestar Galactica' and 'Battlestar Galactica: the Resistance'), or the content can be the same in each delivery stream, created intentionally to be seen on any screen ir device the viewer wishes (e.g. Tights and Fights).
3.3 Describe examples of commissioning processes and funding opportunities in relation to converging technology
The commissioning process is set in train through a specification or brief, normally in writing (though with very varying degrees of steering and/or elaboration) that sets out the research/evaluation remit in the form of objectives, outputs and timeline.
Many specifications also define the features of the preferred design and methodological approach, and some even specify what is excluded from the research/evaluation (such as any discussion of the value of the underlying policy). Increasingly, they specify some dissemination requirements. Organisations differ about whether they include budgetary information or not.
4) Be able to plan a research exercise to test an idea of exploiting converging technology
4.1 Explain opportunities for exploiting converging technology
Telecommunications, office systems, publishing, documentation are converging. Exploit this convergence through open networking, using facilities such as the world wide wed, not just for external information dissemination but for sharing information internally.
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