What is it that makes new media stand apart from traditional media?
New media is the convergence of traditional media with those media forms underpinning contemporary society, computers and mediated communication. Ultimately, new media has created an intersection between different forms of media enhancing the individual’s ability to access such things as films through the Internet. Through the use of a mobile device it is as easy as ever for me to download my favourite film whilst watching an episode of Friends.
Indian film companies have grasped the simplicity of distributing pirated content and felt the effects this has had on revenue. Thus, Bollywood’s film industry is taking to the Internet to market and distribute content, aiming to reduce the negative impact of piracy. This initiative will not only incorporate Bollywood films but also allow “fans around the world to watch thousands of films, TV shows, music videos and more – much of it for free.” (Singh 2008)
Bollywood film industries have exemplified that working with new media and allowing the distribution of content online will only offer benefits. Rajshri.com “proved that producers are best off releasing their films simultaneously (online and offline) – this way you are essentially creating a new market that would earlier either not have watched your film, or would’ve watched a pirated CD.” (Singh 2008)
Ultimately, new media does not have to have a negative impact on the distribution of films. New media offers film industries the chance to expand their fan base AND revenue through the distribution of films online. It is inevitable, but how long will it be until we see the Australia film industry take this approach on board?
We cannot shadow the powerful effects of new media and thus we must work with them.
Reference List:
Singh, M. (2008). Bollywood's Viral Video in Time International (Canada Edition), Vol. 171, Issue 14 . Accessed March 20, 2011 from http://www.time.com/time/nation/article/0,8599,1713342,00.html.
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