Globally, the media industry is embarking on one of the most significant and dynamic eras of change.
Largely driving this change is technological development but the industry is also being affected by the impact of globalization of media ownership, the phenomenal growth of the internet, and other ambient media such as outdoor, point of sale television, bus and taxi sites.
At the same time each of the main media is increasing in complexity. Electronic media will be subject to the introduction of digital transmission and reception which, amongst other things, greatly increases the number of channels available for broadcasting and introduces the option of complementary data casting services. All of these need to be measured appropriately so that audiences can be clearly and accurately understood by media owners, planners and buyers.
The process of creating media strategies has become more complex and dynamic with the introduction of very sophisticated software designed to optimise media selection against an unending range of criteria.
The last 100 years have been called the “visual century,” encompassing a progressive evolution of visual and communication technologies that include photography, motion pictures, television, and culminating with the computer, which recasts all of these representational systems as digital information. This conversion and integration of multiple media into a single communication format offers both a new definition of multimedia, and a description of state-of-the-art information technology at the beginning of the 21st century.
As everyone knows, advances in computer technology—especially from the 1990s onwards with the advent of the World Wide Web and waves of successive generations of ever more powerful and affordable personal computers—have created a surge in the number of multimedia applications and their users. Multimedia impact and influence on our culture has been visually and practically transforming.
Multimedia sights and sounds now permeate popular......
