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In Module 4, I decided to use the features on my recently purchased iPhone to watch one of the assigned videos. I purchased Total Recall from iTunes using the gift card I received for Christmas. I was able to view the movie while getting an oil change and waiting for the kids during swim practice. The flexibility was great. I was very uncertain about the size and quality of the movie at first but I was able to view the movie with no problem. It was great!!!
I feel the current competition between the DVD and video on demand can be labeled an example of increasing returns. Dr. Thornburg defines increasing returns as two innovations hitting the market at the same time and by chance, on technology gets locked in and drives the other to extinction (Thornburg, 2010). While DVDs were mainstream for a long while, video on demand along with Netflix has driven DVD/movie stories out of business. The convenience of shopping, ordering and watching videos can now be done without leaving your home. I don’t believe DVDs will become completely obsolete anytime soon due to the fact that everyone does not have access to the web however I do feel video on demand and Netflix have impacted home entertainment.
Both video on demand and DVD have a place on McLuhan’s tetrad. I see both falling in the “retrieval” tetrad because they fulfill the need of home entertainment and quality family time. Video on demand will cause DVDs to fall in the “Closure/Obsolescence” tetrad while moving itself into the “Extension/Enhancement tetrad.
Anderson, C. (2004). Tech’s long tail [Video]. Retrieved from http://www.ted.com/index.php/talks/
chris_anderson_of_wired_on_tech_s_long_tail.html
Thornburg, D. D. (2010). Increasing returns and red queens. Laureate Education, Inc. Retrieved from http://sylvan.live.ecollege.com/ec/crs/default.learn?CourseID=4199715&Survey=1&47=5797856&ClientNodeID=984645&coursenav=1&bhcp=1
Thornburg, D. D. (2008b). Emerging technologies and McLuhan's Laws of Media. Lake Barrington, IL: Thornburg Center for Space Exploration.
i appreciate your thoughts on DVD's and video on command competition. But, I see them as a Red Queen force because movie rental stores aren't totally obaolete; they are just heading that way. I beleive in the power of competition within the marketplace and am confident that movie retail stores will find some way to survive and develo an edge on the competition.
ReplyDeleteThat's pretty cool to be able to watch a movie the way you did! Blockbuster now offers online movie on demand rental like Netflix and iTunes. The thing that I'm not sure about is if the on demand movies will make the DVD obsolete. The DVD is portable, can be stored and shared. I can see it being replaced or improved with a smaller version. I think that this is a big factor! What do you think?
ReplyDeleteHello Cassandra,
ReplyDeleteThank you for sharing how you watched Total Recall (same video I watched) on your iPhone. We just bought our 7 year old son an iPod Touch for his birthday, and then went on a camping trip to a remote area in Idaho. We downloaded a couple of movies and a few TV shows on his iPod Touch. The quality is absolutely amazing! I also agree with you that DVD and video on demand are an example of increasing returns.
Great post!
LeAnn