What's happening to viewers

New Language for the New Medium of TV > Sections > What's happening to viewers


Increasingly, viewers are active participants who are shaping the viewing environment. In this second section, we invited viewers and commentators to share their observations on:
  • New viewing dynamics
  • The changing nature of the relationship between viewers and what they view
  • The implications for television.
At Watford Campus (West Herts College), students on the Advanced Professional Diploma in Advertising course will be the next generation of advertising’s elite. Current students and Course Director Stephen Andrews, show how their own television consumption is shaping the teaching and learning environment. Malcolm Taylor explains how faster speeds and greater convenience in digital communications have shifted consumers from passive receivers to active creators of content. David Docherty explores how the physical network also enables consumers to become distributors and aggregators of their own and others’ content; and that content creators must understand peer-to peer distribution as intimately as they once understood ratings, scheduling, cost per thousands and ancillary sales. Susan Greenfield explains that ultimately, the interactive, personalised technology that is emerging could transform viewing on a scale and at a pace far greater than we have ever experienced before.

The Essays

Stephen Andrews
The new generation
David Docherty
Meshing networks - content for the fourth generation
Susan Greenfield
Tomorrow's TV people
Malcolm Taylor
Consumers as creators: adapting to convergence