These days, I’m working with a small company that basically helps TV stations to adopt the latest technology. The latest technology in broadcasting is digital and “tapeless”. Gone will be the days when films, shows, and commercials were recorded onto video tapes and ultimately stored as such on endless shelves in the basement (see picture). Tapes will be replaced by computer files and the basement shelves by a few fancy hard drives. Of course, this doesn’t happen over night and not all tapes and basement shelves will disappear, but that’s pretty much the direction the industry is going in.
Will the average TV viewer notice the difference? I doubt it. In fact, when I told friends and family about what I’m up to these days and how TV stations are only now beginning to abandon their video cassettes, most of them were surprised. They would ask, “I thought they’re all already doing it that way?” But they are not. Little does the average TV viewer know about how those films, shows, and commercials on his screen come about. A whole new world opens up for me these days, as I discover what goes on behind the screen.
I will spare you any intriguing discussion of how to build “tapeless” broadcasting systems or how it may completely change TV stations as organizations. I’m just trying to come to terms with this separation between those who make television and those who watch it. It’s the same with stage performances, for example musicals. As somebody in the audience, I don’t know what’s going on behind the scenes or “how they do it”. Maybe I don’t want to know. Maybe I shouldn’t know, because if I did, the show wouldn’t be the same.
That’s the magic of television (and other media as well) – the separation between “ordinary people” and those who make it. Nick Couldry, a leading media professor, has said that without this separation the whole media world as we know it wouldn’t work. We only trust the news and feel entertained by the latest sitcom because we have no clue how they’ve done it. He’s pretty critical of this because only those who do know how it’s done have the power to do it again and to produce the films, shows, and commercials they like. The ordinary viewer is confined to being an ordinary viewer.
Everything like Youtube
At this point you may like to point out that millions of Youtube users are making their own little clips and broadcast them to the world (if anybody cares to watch it). It’s almost boring to mention citizen journalism and user generated content now (where did web 2.0 go?). And indeed, some of the technologies that TV stations are now implementing seem a bit more democratic because they use the same standards and follow similar concepts like those that an ordinary person would use. For example, the TV station and the ordinary viewer will both have a hard drive with digital video files in very similar formats – only that the TV station’s hard drive is slightly bigger and surrounded by a bunch of other supporting hardware. But the idea is the same.
What this means for television and the media as a whole remains to be seen. One obvious consequence to me is that it will be easier for content to flow from the viewer/user to professional TV stations, at least from a technological point of view. This doesn’t mean that content will actually flow once we take all legal and organizational barriers into account. But at least there’s now the option of my Youtube video being easily transmitted to the BBC.
However, more democratic technology doesn’t mean that the separation between ordinary viewers and media makers will become permeable. A TV station will remain a little world of its own, a mystery to anybody outside of it. Technology is by no means the only way by which the viewer-producer separation is maintained. Professional conduct of people working in the television industry is another important one. So is the geographical split between places of media production (e.g. the news studio) and media consumption (the living room).
Ultimately, I think many viewers don’t care to know how their program gets to them as long as it does and as long as it keeps them happy and nicely amused.