Dr. Ramon Lobarto, Senior Research Fellow in Media/Communications at RMIT University, took over the week 11 lectorial and discussed ‘television, streaming, and audience fragmentation’. The evolution and effects of television and forms of broadcasting are always important to discuss and evaluate. But, the question is:
With the creation, globalisation and evolution of online streaming services such as Netflix, what implications does this have on the audience? Binge-watching television series and an audience control over the content distributed?
Let’s begin with ‘binge-watching’, as we’re all susceptible to it. Firstly, lets Urban Dictionary it:
Dr. Lobarto explained how broadcast television had a specific schedule in which it followed, whereas online streaming platforms have a curated library. Ultimately, unlike waiting a week for the next episode of your favourite television show (like we had to back in the days of broadcast television/media), nowadays, content is generally released simultaneously and available for the audience to binge-watch television shows. This brings into question of what effects does this have on content and how it’s produced?
Providing for the niche.
It was noted by Dr. Lobarto that streaming services, such as Netflix, have allowed for a niche market to grow, as they personalise content specifically to their likes and dislikes. So, with all of this comes a lessened reliance on ‘hits’, which can relate to how the audience/consumers have altered and controlled the content in which is produced and distributed on these platforms (including YouTube with its evolution modern-day talkshow hosts, aka YouTubers).
(a couple of personalised specific-genres that popped up on my Netflix)
So in 1977, Dr. Lobarto explained how we only had 4 channels to choose from. Now in 2017, we have multiple platforms that provide an array of globalised content available for us to watch on-demand. See the difference? This evolution has allowed for next-level sub-genres, and niche personalisations for audiences. Though, some may argue that the personalisations that Netflix provide can be limiting and dictating the audience’s content. So, is the audience really in control after all?
“More and more, your computer monitor is a kind of one-way mirror, reflecting your own interests while algorithmic observers watch you click.”
– Eli Pariser, The Filter Bubble, 2011, p. 3
The way in which the audience have an effect on the media, as much as the media has an effect on its audience, is important to evaluate and critique. To do this, you’ll better understand the industry in which you’re in and be able to use it to alter yourself for consumers, and to also discover and understand ways to alter your audience.
