Transcript 傳播與娛樂

傳播與娛樂
兼具傳播與娛樂功能的傳播方式
報紙：小說、文學、娛樂版
 雜誌：旅遊、收藏、嗜好、流行資訊......
 廣播：地區廣播、全國廣播、短波廣播.....
 電視：無線播送網、有線系統......
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新科技整合，帶來新的娛樂與生活形態
 整合通訊、網際網路與電腦、娛樂系統.....
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The Electronic Age of
Information: 1940 - Present
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1939: The National Broadcasting Company initiates
regular television broadcasts for two hours per week.
The CBS and Dumont networks soon follow suit, but
broadcasting is interrupted by World War II
1941: Kondrad Zuse constructs first fully operational
binary computer, the Z3
1945: The first modern stored memory computer is
designed by Johann von Neumann, J. Presper Eckert,
and John W. Maucly
1946: Scientists at the University of Pennsylvania
complete ENIAC, a room-sized computer consisting of
10,000 high-speed vacuum tubes
1947: The transistor is invented at Bell Telephone
Laboratories
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1948:Dennis Gabor, a Hungarian-born scientist, invents
holography; in 1971 he receives the Nobel Prize for his
invention
1949: In the U.S., there are 1,000,000 television
receivers in use. The 10,000,000 mark is passed in 1951,
and the 50,000,000 mark eight years later. Other
developed nations reach these levels of penetration
soon after
1952: The first numerical control machine tool is
demonstrated at MIT
1952: The Semi-Automatic Ground Environment (SAGE)
system for U.S. air defense is developed at MIT. It is the
first computer network
1952: Thomas Watson Jr. becomes president of IBM and
launches all-out push into computer markets
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1954: Color television broadcasting in the United
States, several years after the first experimental
broadcasts; the technology is adopted in Japan
in 1960
1960: The Haloid Xerox Company introduces the
plain-paper copier, based on a process invented
by Chester F. Carlson. The copier rapidly
revolutionizes office practices and makes carbon
paper outdated
1960: Libraries begin to use on-line public
access catalogs (OPAC), which begin to replace
card catalogues
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1961: The publication of Merriam-Webster's Third
International Dictionary creates a furor in the United
States when the dictionary is charged with abandoning
prescriptive judgments of correctness in favor of neutral
linguistic description
1961: The first programmable industrial robot installed,
for unloading of parts at die-casting operation
1962: Western Union introduces the telex to the United
States
1962: The first modem introduced in the United States
marketed by the American Telephone & Telegraph
Company (AT&T)
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1962: The first communication satellite, Telstar, is put
into orbit for use by American companies. The first transAtlantic television broadcast is made in this year
1963: ATT offers push-button dialing to its consumers
1963: ZIP codes are instituted to facilitate local sorting
and delivery of post in United States
1963: On November 24, accused presidential assassin
Lee Harvey Oswald is being transferred to a jail cell
when he is fatally shot by Jack Ruby. The assassination
is witnessed by millions of people on live television
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1965: The basis of virtual reality technology emerges in
simulators that teach pilots how to fly planes by using
head-mounted displays with tracking systems
1966: ASCII (the American Standard Code for
Information Exchange) is established as a standard
data-transmission code that converts characters into
seven-digit binary numbers
1968: Douglas Engelbart demonstrates first computer
mouse, hypertext, and WYSIWYG ("What you see is
what you get") display of text
1968: The British Library and Library of Congress
collaborate on a new system of cataloging library
collections, Machine-Readable Cataloging Project,
known since its revision in 1968 as MARC II
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1969: The Department of Defense establishes the
Arpanet, predecessor of the Internet
1969: Sony Corporation introduces the videocasette
recorder
1970: American banks introduce electronic teller
machines
1971: Introduction of the laser printer, which makes
possible high quality computer graphics and desktop
publishing
1971: The Intel corporation introduces the worldÌs first
microprocessor, which combines the electrical functions
once performed as many as 500,000 transistors on a
single chip
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1972: Introduction of C, the first widely adopted generalpurpose high-level programming language
1972: Xerox introduces the Alto, the first computer with a
bit-mapped screen, windows, and a mouse, which
becomes the model for Apple Macintosh and other
personal computers
1972: The first electronic mail system introduced
1973: The grocery industry adopts Universal Product
Code, making possible the use of bar codes for pricing
and inventory control
1976: Steven Jobs and Steve Wozniak found Apple
Computer Inc., the first company devoted to selling
personal computers
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1976: The spacecraft Viking 1 orbits Mars and relays
photographs of the Martian landscape to Earth
1977: Apple and Radio Shack introduce the first widely
successful pre-assembled personal computers. IBM
follows with its PC in 1981
1979: The Xerox Corporation introduces the Ethernet,
which becomes the standard computer
intercommunications network
1982: The Gannet company begins publishing USA
Today, the United States' first national, general-interest
newspaper
1982: Introduction of the spreadsheet program Lotus 12-3, the "killer application" that ensures wide popularity
of personal computers
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1989: Tim Berners-Lee and his colleagues at CERN
create the first Web browser, based on the HyperText
Transfer Protocol (HTTP), which standardizes
communication between servers and clients
1990: Start of the project of mapping the location of all
genes on every chromosome in human beings, the
Human Genome Project
1991: The Cable News Network (CNN) is created in by
Ted Turner. The network gains worldwide attention for its
around-the-clock coverage, much of it broadcast from
Iraq, of the Persian Gulf War
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1993: Marc Andreessen and others at the University of
Illinois release Mosaic, a graphical Web browser that
becomes widely popular and is the model for browsers
from Netscape and Microsoft. By 1995 the World Wide
Web has millions of users
1995: Release of Disney's Toy Story, the first full-length
computer-generated feature film
1996: In the U. S., the Telecommunications Act of 1996
authorizes subsidies for information technology to
libraries and schools. The provision of universal access
the Internet becomes a policy goal a number of nations
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1997: Major new libraries are opened in London, Paris,
and New York containing extensive computational
facilities
1998: The on-line bookseller Amazon.com becomes the
world's largest book retailer as measured by market
capitalization. The Internet craze sends the stocks in
other Internet-related businesses to unprecedented
highs
1998: The full testimony of President Clinton gathered by
the special prosecutor Kenneth Starr receives millions of
hits when it is released on the Web, marking the coming
of age of the Web as a means for the dissemination of
public information
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傳統大眾傳播科技的問題：
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Audience Measurement
Target Market & Target Audience ?
One way communication
Audience response
整合資訊、通訊、傳播的科技，成為完整平台
互動電視（Interactive TV）、隨選視訊（Video on
Demand）、
數位電視、機上盒等
必須思考：
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Business Model
Investment Cost
Access Cost
Wireless
Satellite Network
VSAT
DirecPC
DBS/DTH
Wireless
PTP Radio
PMP Radio
MMDS/LMDS
system
Telecommunication
Industry
PSTN
Wire line
Wireless Network
HFC
HE
Cable Modem
system
CATV Network
Fiber
FTTC
DSL
ADSL
VDSL
xDSL
technology
Telecom Network
全球整合資訊、通訊與傳播產業
Trend: Convergence of Industries
Telephony Industry
無線電視
通信、電話
 雙向、窄頻
 星狀架構: 具有交換功能
 語音為主，加入文字、影音
有線電視頭端
同軸電纜
Two-way,
Multimedia
Communication
有線電視頭端
同軸電纜
有線電視頭端
同軸電纜
放大器
Computer Industry
TV Industry
廣播電視及有線電視
 單向、寬頻
 單點對多點廣播 or 枝狀架構
 視訊聲訊
電腦資訊
 具有強大運算能力
 Topology: Ring, Bus, Star
 所組成網路以傳輸數據為主
Multimedia Home Platform
http://www.tomw.net.au/2001/itv.html
 Digital television in Australia
http://www.anu.edu.au/mailarchives/link/link0111/0504.html
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看看國際上的想法：by Tom Worthington
New Broadcast
Technology
Tom Worthington FACS
Visiting Fellow, Department of Computer Science,
Australian National University and Director, Tomw
Communications Pty Ltd
For the POWER PANEL: "New technological
capabilities" of Broadcast World 2002, Wednesday
27th February 2002, Sydney
Summary
Free-to-air and pay-TV operators are
making the same mistakes which
bankrupted many Internet companies.
 New technological capabilities do not
guarantee a return on investment.
 Lessons can be learned from the failure of
WAP and success i-mode.
 Broadcasting examples are MHP and
TeleWeb.
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What is Wrong with MHP?
In theory the use of Internet and web
standards for MHP should provide
opportunities for convergence…
 However, the differences in business
models and production techniques may
make convergence infeasible…
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(Worthington 2001b): Internet-TV Convergence with the
Multimedia Home Platform, Communications Research
Forum, URL: http://www.tomw.net.au/2001/itv.html
WAP Lessons
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Wireless Access Protocol
(WAP) for mobile
telephony is a complex
and expensive
technology looking for an
application.
WAP had the support of
the telecommunications
industry
But was complicated and
not rellay the
Simpler rival i-mode
appears likely to succeed.
A cell phone with WAP
Internet lessons
Benefits from cooperation, practical testing
of standards
 Build up advanced services from
compatible simpler technologies.
 The Internet is built with subtle social
models.
 MHP distributed in the wrong format: 1448
page, 19 Mbyte zipped PDF document
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The Multimedia Home
Platform (MHP)
The Multimedia Home Platform (MHP)
attempts to adapt existing Internet and
web standards for to digital Television
(DTV).
 Produced by the Digital Video
Broadcasting Project (DVB)
 Work is underway to have MHP adopted in
Australia, under the formal Standards
Australia processes.
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How is an Internet TV SetTop Box Built?
Existing standards are used for content,
such as PNG, JPEG (still images), MPEG2 (Video/Audio), HTML (text/web pages)
and Java.
 A tradeoff is required between powerful
formats and proven technology.
 MHP will require more hardware than in
the current typical set-top-box.
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TeleWeb
Super Teletext using web pages
 Another European standard with an awful
web site.
 More modest standard than MHP, using
proven technology: HTML 3.2 & GIF.
 TeleWeb content displays a normal web
browser and may be compatible with
PDAs.
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Broadcast Industry's Worst
Nightmare
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From: Inside Tivo, Marc Merlin, 2001
Convergence may not be
possible
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TV is sufficiently different to the Internet that
convergence of content may not be possible.
MHP has not adopted the web's approach to
multimedia (SMIL)
Simple, low cost, analogue compatible MHP
alternatives are possible
The Electronic Programme Guide is the simple
killer application.
But when times going to 2005……….
low cost set-top-boxes
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Bob Edwards at the Australian National
University is experimenting with is low
cost set-top-box Internet TV appliances.
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Neon Technology's $USD79 set-top box
Broadcasting:
Non-interactive Data
Transmission
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possible
 Technology is now available to
transform content so it is usable on
hand held devices with limited
Internet access.
Middleware development
 Technologies
for multimedia
documents:
 The
Extensible Markup Language (XML)
 XML Schema,
 Web Content Accessibility Guidelines
Metadata: The Killer
Application?
 Sell
the meta-data and give the
content away: the TV guide is
metadata.
 ABC’s dig, could show the way.
Operational rollout
 Consumers
can play a more active
role
 Not clear if there will be sufficient
standardization of platforms:
 computers
and telephones still have
different numeric keypads
 Telephone:
 Computer:
1,2,3,4,5,6...
7,8,9,4,5,6...
Video-on-demand
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cease to be a major issue.
 Internet users assume that any
document is available on demand.
Storage
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low cost superserver at ANU
More Information
Text and references:
http://www.tomw.net.au/2002/nbt.html
 About the Author: http://www.tomw.net.au
 Thanks to:
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Luke Naismith, Deputy Manager, Strategy and Analysis,
National Office for the Information Economy; Bob
Edwards, Chief IT Officer, Faculty of Engineering and
Information Technology, The Australian National
University; and Marghanita da Cruz, Ramin
Communications; for their comments.
 Comments
and corrections to:
[email protected]
 Copyright © Tom Worthington. 2001