prclass

High-Definition Television - High-Definition Television, or HDTV, is the latest evolution of the medium of television. HDTV has become available to consumers through Digital Television, or DTV. DTV broadcasts a television signal in binary code, rather than the analog signal that has been the standard for more than half a century. DTV holds many advantages over analog, most notably it’s ability to deliver much higher visual and audio quality to the viewer, with HDTV being at the forefront. Canada, like most developed nations, has set dates by which all television will gradually make the transition to digital. There are several roadblocks in the DTV movement, including national and international political concerns, and the technological upgrades necessary for both producer and consumer. However, the question is not if television will move completely into the digital age, but when.

 Digital Radio - Digital radio, like digital television, broadcasts a signal broken down into ones and zeroes rather than a radio wave. Digital Radio Broadcasting, or DRB, was envisioned as a way to provide listeners with CD quality music and up to date text information in one service. The Canadian government has pushed to get DRB up and running in an effort to inject life into what has been considered a perishing medium. DRB is slowly becoming a reality, but digital radio in general has taken on far more manifestations than had ever been considered. It can now include DRB, internet radio, and satellite radio, just to name a few. Radio is rapidly moving into the digital world.

Background

HDTV - HDTV is a television broadcast that’s resolution is at least 720 progressively scanned lines of pixels. All televisions display images in a series of lines. The lines can be interlaced, which means every other line is displayed alternately. The lines can also be progressively scanned, which means every line is put on the screen at the same time. The current HDTV standards are 720 progressively scanned lines, expressed as 720p, and 1080 interlaced lines, called 1080i. Standard-Definition Television , now known as SDTV, is broadcast in 480i. It is a far lower resolution than HDTV. HDTV programs are in a 16:9, or widescreen format. HDTV also broadcasts audio in digital surround sound. To put it simply, HD provides far better picture and sound than regular television.

Digital Radio - The term Digital Radio is actually an oxymoron. Digital describes a signal that is sent out in binary code, that is a series of ones and zeroes. Radio indicates a signal that is broadcast using a radio wave. Digital Radio Broadcasting, or DRB, can also be known as Digital Audio Broadcasting, or DAB, which is technically more accurate. Digital Radio may best be described as a service that resembles traditional radio, but is broadcast in a digital format. It can include both audio and data, and takes on numerous forms.

Conclusions

Without question, all information technology will eventually be joining the digital world. For better or worse, this marks a revolution in the way we gain, exchange, process and analyze information.

Digital television will forever change the relationship between consumers and advertisers. The professionals and companies who will be most successful will be those who can best take advantage of an audience that will go from being passive observers to interactive participants.

HDTV will immerse viewers in the television experience like never before. Making use of this technology will be vital if television is to remain a pervasive medium and not be completely overtaken by the growing popularity of the internet.

DBR will eventually become the dominant form of radio broadcasting in Canada. However, it remains to be seen whether this change will allow radio broadcasters to be successful and profitable with so much competition from other forms of media.

Internet radio broadcasters will increase in number, with corporations, musicians, individual enthusiasts and many other all competing for listeners. With such a massive amount of information instantly accessible at any time, communicators will need to be exceedingly skilful at crafting their message to stand out from the crowd.

Bryan Sterritt

YouTube.com only began last year and it has already caught Googles attention in a large way. Google recently announced they will buy YouTube.com for $ 1.67 billion dollars in stock, they’re largest investment yet. It’s amazing that three guys working out of a basement became billionaires with a year from a simple Web site. It’s also amazing how popular this site is. It plays 100 million clips a day and has 20 million visitors per month, keep in mind the dominant audience is people from ages 12 to 17. So this is my thought, I want to come up with an idea, in my basement, that will make me a billionaire… That is true, but here’s my real thought. People prefer and like to be visually stimulated. For example, going through a Tim Horton’s drive threw these days includes televised adverstisment and don’t lie once you see the donut looking so soft and delicious on that screen just a coffee turns into much more. Actually I’ll get more precise, younger people prefer to be visually stimulated and it’s important to add that YouTube.com is internet based, so technology that is interactive and visually stimuating is the winner. This is good to keep in mind for future PR practitioners because when these kids to grow-up we can use their medium to send our message. <br>

Nicki Ramjass