Skylla J. Janssen
ABSTRACT
This paper presents the results of an exploratory study, part of my Ph.D., focusing on 'viewer empowerment' in the audiovisual industry due to digitization and the emerging 'architecture of participation' [1] of Web2.0. In the 'traditional' broadcasting industry there are boundaries between the media professional and the non-professional (the audience) [2]. Web2.0 offers citizens/consumers the opportunity to create, distribute, share and publish all sorts of content (text, images, video, audio) via the internet. These changes in media consumption practices have consequences for the broadcasting industry and poses the question whether the traditional broadcasting industry is willing to adjust to this changing role of the viewer and open up to (inter)active non-professionals. The conclusion described, results from two preliminary studies that were meant to gain insight in a) ideas amongst internet and broadcasting specialists regarding viewer empowerment in interactive television formats and development and b) the current internet and interactive television usage in the greater Noord-Holland region. The studies indicate that internet and broadcasting professionals differ in the way they value end-user participation. However they have rather traditional ideas about making television. The different generations of end-users (e.g. 'digital natives', the younger people) have different needs; the audience changes. The use of participatory design could be an instrument for the broadcasting industry to bridge the gap.
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Index Terms
- Interactive television format development - could participatory design bridge the gap?
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