Section B Revision

Technology and how it’s changed distributed (including the convergence of technology)

Evaluate the role of digital technologies in the marketing

and consumption of products in the media area you have


To what extent does digital distribution affect the

marketing and consumption of media products in the media

area you have studied?


What significance does the continuing development of digital

media technology have for media institutions and audiences?


How important is technological convergence for institutions

and audiences within a media area which you have studied?


“Cross-media convergence and synergy are vital processes in

the successful marketing of media products to audiences.”

To what extent do you agree with this statement in relation

to your chosen media area?


Over the last 10 years technology has increased exponentially and now there is new video on demand services such as Netflix and youtube that are now even available all in the same place on tablets and mobile phones. 61% of adults now claim they rarely go to the cinema to watch a film implying that if they do watch a film they would rather pay £5.99 a month and watch unlimited movies from the comfort of their own home and on any device rather than pay the increasingly expensive ticket prices to watch a film let alone the cost of actually going out. This goes against the standard Hollywood distribution model which relies on an exclusively theatrical release followed a few months later by the release on home video and home streaming.



General question about how films are distributed


“Successful media products depend as much upon marketing and

distribution to a specific audience as they do upon good

production practices.” To what extent would you agree with

this statement, within the media area you have studied?

Discuss the ways in which media products are produced and

distributed to audiences, within a media area, which you

have studied.



Hollywood studios have developed a standard release model that enables them to make the most profit possible which is why the model has remained relatively unchanged for the past decade. This model relies on exclusive release models starting with a theatrical release followed a few months later by a home video and VOD release. Before the theatrical release there is a big marketing scheme that can cost over $30,000,000 on average for a hollywood tent pole movie.


Media Ownership


What impact does media ownership have upon the range of

products available to audiences in the media area you have



Discuss the issues raised by media ownership in the

production and exchange of media texts in your chosen media


“Media production is dominated by global institutions, which

sell their products and services to national audiences.” To

what extent do you agree with this statement?

The film industry is dominated by the major conglomerates including Warner Bro’s, Disney, Sony, 20th Century Fox and Universal. These conglomerates represent 90% of the film market which then dominates the cinema’s with just the Hollywood films on as these are the films with the most money spent on marketing and therefore attract the larger audience and make the most money. It’s obviously then more beneficial for the cinema’s to show Hollywood films as they make the most money. This limits the variation in the amount of films available to the audience and more independent films don’t get the chance to have a cinema screen to be shown on.


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