'Note: needs format fixing'
H79.2594
Internet Television: The New Mainstream Media
Instructor: Howard Tiersky
Mondays 3:30-6pm Room 442, 721 Broadway
Course Description:
“Internet Television” is the union of three independent forms:
• Linear video content (such as a television program)
• The broadband Internet (as a distribution mechanism) and
• Interactive devices (such as the PC, mobile phone, PSP or TiVo) as playback and interaction platforms.
While the convergence of these forms has been predicted and expected for several years, 2006 was a watershed year for Internet Television with such milestones as the launch of Google Video, the rise of YouTube, and the availability of Lost on iTunes.
The potential of Internet Television is twofold:
1) First, to empower viewers to watch what they want to watch when and where they want to experience it.
What they want to watch: means providing a significantly broader range of available content than what is available on broadcast today—such as niche content, foreign language content, “back catalog” content, and brand new types of content unique to this medium.
When they want to watch means freeing users from “appointment television” and programming grids.
Where they want to experience it means supporting portable devices and the movement of media from one device to another.
2) Second, to empower content creators with a rich new medium for which to develop innovative types of entertainment experiences that leverage full motion video, interactivity and a ubiquitous “connectivity.”
This course will explore the history, current mainstream emergence, and predicted future of several different experience categories that make up the world of Internet Television. Categories in focus will include the “2 foot” PC-based broadband video experience, the “six inch” mobile video experience, and the “ten foot” experience of the living room television + internet-enabled set-top box.
Much of the commercial content available today on these platforms is repurposed television programming—just as the first television broadcasts were simply filmed radio programs. In this course, students will explore in-depth the question: What opportunities to create new forms of entertainment or communication are enabled by the mainstream emergence of these various flavors of Internet Television? This question will be approached from two angles: the creative and the practical. On a practical level, the class will cover some of the some of the specific technical steps involved in preparing video, designing interfaces and coding interactivity for a variety of Internet Television platforms. During the semester, students will be required to pick one of these platforms to research and present to the class in greater depth. On a creative level, students will be expected to review and prepare regular critiques of various examples of Internet Television content and will develop their own creative concepts for Internet Television properties to “pitch” to the class.
The class will provide feedback and explore the aesthetics and boundaries of this emerging medium. At the end of the semester, students will present a more fully flushed out proposal for a specific “concept” for an Internet Television property.
The class will have periodic drop-in visits from executives in the entertainment, advertising and consumer electronics industries who will provide perspective on the current trends and opportunities for innovation.
Course Objectives:
The focus of this course is on the opportunities and practical realities associated with creating content for new and emerging mainstream internet television devices. There are three primary goals for this course:
1) To provide an overview of a broad range of “Internet Television” platforms and consider their similarities and differences along a number of key characteristics as defined in the “Evaluative Model” used in this course, including features, technical differences, and experiential differences.
2) To extrapolate how the impact of Internet Television will transform the media industry as a whole and consider how this anticipated transformation will impact content creators.
3) To consider the creative opportunities present in Internet Television and explore how this medium can enable new types of innovative mainstream interactive content. (stretch goal: invent the first true killer application for Internet Television before the Christmas holiday).
Topics of Secondary Interest:
1) What is the social impact on our culture of Internet Television and how might this change over time? Specifically consider the impact of:
a. Huge fragmentation of media experience—a move to almost infinite “niches” of content vs a true mass medium. How does this change the role that mass media plays in our culture and society.
b. “Media Everywhere”
c. Democratization of media
2) In a world of a million “channels” (or no channels) how will we find the media that is of interest to us? How does the marketing of media need to evolve in the new world?
Topics which are related but outside the focus of this course:
1) Piracy, copyright and management of digital rights, and ownership of content
2) Privacy
3) Government regulation
4) The online “adult” entertainment industry
5) Video compression standards, codecs, video distribution/transmission technology (encoders, satellite systems, fiber to the home, video servers, caching, etc)
6) Basic video production (shooting video, editing, post production)
7) Which standards will “win”/Open vs propriety standards (for compression, middleware, DRM, etc).
8) Platforms which do not appear to be mainstream in nature—for example platforms which require extensive end-user technical knowledge, hacking, or are obscure.
9) Internet Television is a global phenomenon with similarities and differences across different regions of the world. This course will focus primarily on the North American mainstream market. Global examples may be used as illustrations of different key concepts or possible future trends, however it is not our objective to attempt to address issues which may be unique to the European, Asian or Latin American markets.
10) Video teleconferencing or other one-to-one/small group uses of video for personal or business communications.
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