· When you decided to obtain a DVD for your science fiction assignment in Module 4, where did you go to find a movie based on a Philip K. Dick book? Did you rent or purchase a DVD, or did you view it digitally on your computer using Netflix or a similar vendor of video on demand?
When I decided to obtain a DVD for my science fiction assignment in Module 4, I viewed it on my cable provider U-verse, through video on demand. I was actually out of town and was able to retrieve it on the computer through their service. It came in really handy that day.
· Is the current competition between DVDs and video on demand an example of increasing returns or Red Queens? Justify your response with sound reasoning and specific examples.
The current competition between DVDs and video on demand is an example on increasing returns. According to Thornburg, Bryan Arthurs’ Increasing Returns theory states,” two innovations hit the market about the same time. By chance one technology gets locked in and drives the other to extinction” (Laureate Ed, 2009). With the increasing speed and clarity of television and the services provided by the cable companies, they are pushing DVDs out. Eventually, there will not be a need for DVDs because storage capacities have gotten better as times goes by. A video can be viewed over the computer and on demand and recorded for future use. DVRs are able to record a movie you would like to view at a later time and keep the movies on them for as long as you like. DVDs went from normal DVDs to Blueray and then now to 3D. All of these media types can be had through the cable providers’ services. Having them in video on demand has made the accessibility easier and faster, which in these times, are the most important things to people. For the DVD companies like blockbuster, Netflix and others, people will begin to use them less and less as time goes on. So if they do not lower their prices, eventually they will have to provide a free service or a new service and if not, finally, eventually go out of business.
Where do you think DVDs and video on demand are on the four criteria of McLuhan’s tetrad?
I believe, DVDs and video on demand are on the criteria of enhancement of McLuhan’s tetrad. It enhances the movie experience. Just like VHS cassettes, you are able to watch when you felt like at anytime of the day. It retrieves the drive in experience. In the times of the drive in, you could go to the drive in dressed however you wanted because no one had to see you in the car. It also allowed as many people as you wanted to watch the movie for a set price and not have to pay for everyone individually to see the movie at the same time.
Laureate Education, Inc. (2009). Emerging and future technology. Baltimore: Author.
Hempell, A. (1996). The Reasoning Interval: Exploring the process of the Tetrad. Retrieved on May 11, 2011, from http://www.anthonyhempell.com/papers/tetrad/concept.html
Aretha,
ReplyDeleteI would agree that DVDs are getting "pushed out" by VOD. Cable providers have made it quite easy to access movies anytime. We are seeing this extinction of DVDs as big companies like Blockbuster begin closing their doors. However, I feel that this is more of an example of Red Queens at this point. I am basing this solely on the fact that right now there is still a huge competition between the two companies. After viewing Thornburg's (2009) videos, I just felt that it did not meet the incresing returns force since these two innovations did not hit the market at the same time. I do agree that VOD will drive DVDs to extinction, so it can fall into this force in that area.
You have some great arguments and a wonderful post!