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Evolution of Platforms

Evolution of Platforms

Evolution of platforms refers to the changing standards and expectations for broadcasting and media distribution.

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Amy Tomlinson Gayle
Amy Tomlinson Gayle edited on 28 Jun, 2021
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OftenThe 1950s is often called the goldenGolden ageAge of television, emergingTelevision. inDuring thethis 1950stime, television hadsets becomebecame widely available and the color television was emerging and available. This technology was based on an all electronic color transmission standard that was developed by the National Television Standards Committee (NTSC), which was a group of companies with a financial interest in the development of a color television standard. This standard was in competition with a CBS-sponsored system, which initially won the support of the FCC, until 1953. In 1953, the FCC reversed its decision and approved the NTSC's RCA color system.


YouTube was created in 2005 by three PayPal engineers. The service was initially intended to be a social media platform for users on which to to post, upload, share, and view video content without restrictions. This, in turn, saw users upload personal videos, television clips, music videos, and movie clips that could be viewed worldwide. Unlike other services emerging around the time, such as Napster, YouTube navigated copyright infringement lawsuits by forming agreements with media corporations.


Previously known as Android TV, Google TV is a refresh and upgrade of the OTT platform offered by Google, with the expectation that compatible hardware running Android TV will be upgraded to Google TV. The platform offers a place to collect a viewersviewer's favorite streaming applications, and from those applications offers a home screen with recommendations based on viewing history and a place for users to select a movie or show without directing through the specific streaming application. As well, with further integration into Google's Android operating system and the Chrome browser, users can add television shows or movies to their watchlist through the different service, meaning users would not have to log into the service or remember something thethey saw earlier.


Other Google and Android applications are accessible through the Google TV system, which further integrates the ecosystem into a viewing experience. And Google TV includes the Google Assistant for voice-based search, as well as voice-based commands when used with a Google Assistant-enabled device, such as the Google Chromecast with Google TV. As well, the Google TV platform offers a "For You" tab, which offers features from a viewersviewer's favorite applications, or movies or shows in-progress, and some tailored recommendations. The platform and related devices also offer up to 4K streaming and an aggregated platform with the promise of users not needing to switch between downloaded applications for content, but rather the content being accessible through the platforms home screen.


In this scenario, broadcasters would successfully switch to digital platforms with direct customer relationships and the capability to deliver on-demand products. This would require broadcasters to develop cognitive computing for targeted advertising and personalized recommendation functions. This would see a market structure where broadcaster and digital platforms coexist, with broadcasters focused on local content and digital platforms supplying global productions. This would give consumers the choice to watch linear or non-linear content. This would also require cooperation between local networks and network operators to help traditional broadcasters with digital media distribution and customer data, to develop platforms for broadcasters that could use the viewer data to further personalize advertising, which, in turn, would see advertisers helping broadcasters implement these advertising structures into their digital distribution platforms. For this scenario to work, there would need to be strong media regulation at a national level that would favor broadcasters over digital platforms.

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