Media industries both depend on and fear technology
shifts according to Haven's and Lotz's. In Curtin's "Matrix
Media," she explains how the development of the media matrix has created a
need for media industries specifically television broadcasting to adapt and
incorporate new technologies. A prime example of this adapt to survive
system that has evolved from the advent of new media technologies such as
blogging and social networks is Curtin's example of Bravo's successful multi
platform integrated system with shows such as top chef. This NBC Company
was so successful in maintaining advertising dollars because of their
willingness to adapt to the new technologies instead of standing against them.
They were also able to best competitors, regardless of the dropping
ratings for their prime time line up, because they used new technology to gain
an edge on the rest of the market and offer 360 approach to reaching viewers
that they could sell to advertisers. Multi-platform and cross-promotional
operations by television networks are an essential part of the matrix system.
Those, like NBC, that are able to adapt and expand
their operations into new technological platforms are set up for success in
this newer matrix system, and those who do not are setting themselves up for
failure. A main reason media industries fear technology shifts though is
because it bring the industry temporarily into the unknown, and allows there to
be more potential more competitors in the media services industry with a new
form of technology. This creates a situation in which the major media
industries feel threatened by the competition, and is one of the reasons that
they fear new technologies until they are able to gain dominant control and
understanding of them.
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