This essay discusses the new media’s emergence and how it has been causing certain challenges and opportunities for conventional media. The television is chosen as popular medium of mass communication for this essay. It can be said that television attracts most of the viewers of all the mass media. Compared to all other audiences of media, its audience is largest in size. Considering the fact that a TV can attract audiences regardless of their ages and education, it has an immense audience. From the beginning in the world, TV had been used for informative and educational purposes than for just entertainment. Other functions had also been performed by it compared to the TVs existing in the west. Although commercials have reached the TVs, it is a basic objective still hasn't changed. Its function of national integration and development is still performed by it(Bourdaa, et al., 2015).

The evolution of TV is the prime theme in this essay, explaining how this discovery and the conventional medium is facing challenges which the social media is posing. This essay will be analysing some questions such as: When was this discovery made available and demonstrated to the public? For sustaining in the competition, what are the issues that it is facing? Just how much the new media and internet have affected the broadcasting service for the public?

Additionally, this essay will also be discussing the program which is broadcasted and produced through the current medium of television, present competition among the channels of TV, and some marketing strategies and ideas used by TV stations like a service fee, subscription fee, pay-tv, and TV channels. And another issue explained here is just how the operators of channels need to find competent marketing workers for bringing sponsors and advertisers to their channels. Companies are actually investing in media and it has unfortunately converted it from into a business of making money form a public service that concentrated mostly on the bottom line. This essay will also focus on the operations and history of SBC, ABC, and BBC, the evolution brought by the advancements in TV along with the erosion of viewership that has been caused by new media in the traditional media.

Television’s Historical Major Milestones and Its Evolution

First of all, a look at the historical background of TVs. In 1928, the first Electronic Television was demonstrated or introduced in Germany and it was circulated commercially in 1934 among the public of the other countries. This invention was very interesting and exciting to the whole world since it was the first time when people got aware of incidents, events, news, and information visually right from their homes. Once WWII ended, the monochrome television with only a single channel became quite popular in Britain. Using analogy signals, the transmission was carried out by the NBC or National Broadcasting Company(Lotz, 2018).

Ever since 1936, the TV was completely monochrome or black and white, it has already been thirty years. For a thousand or so lookers, who tuned into broadcasts of mechanical television (1929-1935), pictures and orange and black because neon gas exhibited orange colour in the lamps which are used in the first sets of TV. If the decline of tow-colored television is observed and considered what they mean today, it will be determined that we perceive them as long-lost inventions. It has been announced by the licensing that there are not less than twelve-thousand monochrome televisions licenses present in the UK. BBC2 arrived in 1964 with better quality and line images up to 625. Surprisingly, it was watchable and sharper in the white and black images. It was the same year in which ‘Understanding Media’ was published by Marshal McLuhan as his best book(McLuhan, 2016).

The colour television by the ending of the 1950s was established in many huge cities but the early colour sets were costly and required immense maintenance and adjustments. And in England, because of the mix of cost, lack of clean technology, and caution, the colour would need a few years before it is ready to arrive. In 1954, the colour television started broadcasting. Meanwhile, in 1967, it was BBC who excelled in first broadcasting to be ever coloured. However, Phase Alternating Line was the selected standard and shortened as PAL(Lotz, 2016).

Cable Television originated in the 1940s for enhancing the poor reception of signals in geographically remote or rocky areas. “Community Antennas” actually were chosen on the tops of mountains which were interlinked with the antenna towers for receiving the signals of the broadcast. Cable operators in the late 1950s started to take advantage of their capacity of picking up signals of the broadcast from a hundred miles and more away. This access started to shift the focus of the role of cable from local broadcast signals and their transmission to one offering new choices of programming. Approximately eight-hundred cable systems by 1962 served 850,000 subscribers. And there were some renowned corporate names like Cox, TelePromTer, and Westinghouse (“California Cable and Telecommunication Association”)(Lotz, 2016).

In a subsequent way, the signals of transmission were optimized with digital technology. For accommodating the rising demand, menus are being expanded by cable programmes on the offerings of digital cable. Almost 280 cable networks by 2002 were present and the number was only growing. At the ending of 2002, the cable industry and consumer electronics got to the agreement of “plug-and-play” which permitted "one-way" sets of digital television to be connected to the system of cable without any set-top box. These new sets of televisions are classified under DCRs or Digital Cable Ready sets(Waldfogel, 2017).

Additionally, there were many restrictions since many stations were funded by the government and had to stick to the rules which the government had placed. That is why, the government created the Fed Communication Commission for monitoring the radio and TV stations(Waldfogel, 2017).

Under the regulations of the royal charter, BBC television as a service is delivered. And until 1932, programmes were produced by it for only domestic consumption in studios owned by it. Importance was placed on what is simplified by the Englishness which means that channels overly preferred white males. Such individuals were authorized to be representatives of the “spirit of the nation”(Edgerton, 2009).

The television operations of ABC began in 1953 when the Act of Television was passed providing the basic framework for both commercial and AVC television networks. The basis of ABC was on the model of BBC and was funded originally by a mix of government funds and license fees. Across the years, strategizing for the national service of television was put in place. In Melbourne and Sydney, land for transmitters and studios was acquired and trainers were hired to Australia from overseas.Cable television originatedin 1940s and the Federal Communications Commission or FCC has been responsible for licensing as well as managing the electromagnetic spectrum for non-commercial users and for commercial users; it establishing a cable network of nationwide broadband for providing the services of TV throughput 1950s and the construction of various TV channels was completed. Star Hub in 2002 was combined with the SCV and was renamed as cable vision of Star Hub. In February 2009, Digital was adopted by the network, marketing ends ofanalogy televisions in different states(Waldfogel, 2017).

The Advent of New Media and The Challenges It Has Posed to Conventional Media

The broadcasting business is all about selling audiences to advertisers other than cultivating the popular content of the program, broadcasters also realize that effective scheduling can be important in attracting wide audiences. And with the immense growth of satellite programming and cable, broadcasters of conventional television encountered the erosion of audience. NBC, CBS, and ABC accounted for almost ninety-two percent of all the viewers during the viewing at prime-time. The newer network and traditional colleagues seem to gain less sixty percent of the households and so. It can be said that the 3- network oligopoly which is decades old has given a direction to the unbridled competition’s new era(Taylor & Gibson, 2017).

In the political debate, the idea that a TV can change the culture has been quite prominent. The major problem is the threats against the efficiency of television programs. Threats is caused by unregulated television. Such situations are threats for diverse cultures as cultural values are different in different areas. Furthermore, a common discussion for maintaining a public TV is about ensuring the delivery of high-quality and diverse programming that seems to cater to the overall population-to every culture and community. The new mode are introduced as a means or ways to access broadcast services using digital media, satellite, and iPhones. While the perception of the public about the significance together with the legitimacy of services of broadcasting founded on the spectrum scarcity's principle(Carey & Elton, 2010).

Moreover, from an ideological point of view, more and more questions were being formed about the notion of culture by the conservative critics and seem to charge that the broadcasting of public service was a closed, white-male, inbred, and elitist institutions were placed ahead by the liberal critics. It is reported by the Guardian newspaper that almost one-third of the viewers of television among teenagers were watching through on-demand services. This viewing was more than falling approximately by a quarter and they seemingly turn to Amazon, Netflix, and BBC iPlayer. This fall in the audience was most prominent among the teenagers and the decline was not that significant among the elder viewers (Stanley, 2009).According to article published by theguardian.com teenagers would loss television shows and programs because of excessive trend of mobile and internet use. A BBC report, youngsters watch television shows at least 17 hours 37 minutes (as an average) per week. While on the other hand, these youngsters have all time opportunity to play games or use internet for other purposes. Moreover, research presents that almost 95% youngsters has opportunity to use internet.

Teenagers seem to spend almost twenty percent of their time watching films while fourteen percent watched video clips on Hot star and YouTube. Films and fee-on demand television accounted for almost thirteen percent of their viewing with only six percent on Blue-Ray and DVD(Carey & Elton, 2010).

In terms of yearly changes, the quarter figure seems to represent a decline of almost one hour and forty-seven minutes weekly. It means teenagers decreased watching fifteen minutes on a weekly basis.

The effectiveness and on-demand shows’ success created an important issue for the fifth channel. By lorry loads, it is losing viewers. In accordance with a survey conducted by Nelson, the viewers of Channel 5 have reached 998,000 from 1.038 million. During 2006 - 2007, the number was 1.075 and 1.29 million. It may not look as steep at it is but in comparison with its counterpart, Channel 8 has viewers 1.808 and 1.942 million in the same years(Dijck, 2013).

In addition, the movement towards an international economy was actually having an increasing effect on the way how policy-makers seemed to see TV products. The visibility of a free marketof cultural and educational programming as effective commodities supported the discussions and arguments of critics that broadcasting of public service was no longer authorized or justified. It was simply an alteration to corporatization and deregulation from regulation. Facing dozens of spectres if not hundreds of new competitors, broadcasters have looked at the highly competitive world of goods and has accepted the jargon if not the brand management’s substance. Moreover, an editorial from the Cable and Broadcasting, the magazine of record claimed that branding is quite threatening to the supplant convergence or synergy as the TV buzzwords’ queen bee(Dijck, 2013).

Just for this objective, take BBC to the terrestrial broadcasting which is able to meet the remit of public service in the Act of Communication. Utilize BBC as it is a good and popular illustration of most of the news networks over the globe. It has a competent viewership since the twentieth century and in that era, ninety percent of the homes had a television in the United Kingdom. The channel showed a proper and good optimization in new productions and programmes based on news.

Through the credibility of the channel in the production of news, good ratings were gained by BBC internationally. Additionally, the technology has also gone through immense improvements due to innovations since digital technology was presented into the film and media industry. In the starting of the twenty-first century, ninety-seven percent of the homes in England had Digital Televisions and the viewership had reached fifty-two mission and average watching time was two-hundred and forty minutes daily(Dijck, 2013).

Measures: Accessing exclusive content is a tough bottleneck and also the source of power in the market. Evidence and cite why author says this. Particularly, premium events of sports along with the new releases of movies with no substitutes are important for the effective functioning of providers of Pay-tv. It also seems to affect the competition in other markets and for example, quadruple or triple play markets, the attractiveness of a certain package can be increased by content. An important concern is that a provider of downstream service might be capable of leveraging market position for gaining power for content in an upstream market(Tribe & Jana, 2009).

For addressing this issue, various nations imposed on the licensees of TV subscription an obligation for cross-carrying the content on the platform of another licensee in its unedited and unmodified form. Some specific challenges can be determined for acquiring the content by non-linear services of TV (such as Canal Sat/ TPS in France). Lastly, in some of the nations like Egypt, the exclusive content’s value has been decreased by piracy. With the presence of dominant broadcasters, new entrants have actually come up with different offers sufficient for convincing viewers in altering their present viewing patterns and channel choices. Furthermore, a commercial broadcaster with financed operations through fees of advertising must establish in a specific and short time period, a base of the audience that will be capable of attracting a sufficient number of advertisers and so on (Carey & Elton, 2010).

The aim of digital PR is to bring TV brands or shows online by creating a valuable and significant connection with a specific age group of brand influencers through offering optimized digital asset like magnetic content to them, such aslinks, videos, and news-related content, etc.that can be watched online through a single click. After all, the existence of an internet connection on any smart device such as mobile, tablet, and laptopscan provide access to social media as a whole. On the other hand, developing a digital PR strategy that can be used together with the marketing campaign on social media is very helpful in expanding the reach of business or programs online(Tribe & Jana, 2009).

The series of watershed crises news events, from 2006 to 2010, allowed social media to be systematically used in journalism of BBC. The public broadcaster, at the same time, took more steps and developed more strategies within the newsroom so thatsocial media could be combined in journalism of BBC along with on new platforms of social media such as Twitter and Facebook, etc.

Coverage of so many crises news events of significance proved that more steps are taken by the broadcasters in order to integrate social media in journalism of BBC: The Mumbai attacks of 2008, the Myanmar Saffron Revolutionof2006, the Haiti earthquake of 2010, the Iranian elections of 2009 and so on. Adrienne Russell, as a communication scholar, stated thatpassive consumers are being replaced by networked publics together with news industry economics and digital tools that are changing the way by which journalism iscirculated and discussed as well as produced(Dijck, 2013).

Few important examples and factors are that information has been readily available by social media, usually, information used to be broadcasted by traditional media on a one-to-many basis and organization or businesses responded to the one-to-one basis of the customer, but such communication way does not allow for any interaction or response. This has been changed by social media as it made enabled many-to-many, instead of one-to-one communications to take place within the industries and business. “Tele Shopping Network”(TSN) is one of the examples that a TV channel introduced by Disney-UTV India.

Social media has made it possible to distribute the content to unlimited people.While traditional media such as television, magazines, newspapers, and radio have existed for several years, theplaying field has changed by social media within the last couple of years. Thespread of news or the content has enabled bysocial media within a few seconds that so without substantial costs involved. For example, “Fundraising some event” or organizing campaign for affected by floods or other “natural disaster”(Dijck, 2013).

Conclusion on Impact of New Media on Television

In a nutshell, considering the fact that a TV can attract audiences regardless of their ages and education, it has an immense audience. The evolution of TV is the prime theme in this essay, explaining how this discovery and the conventional medium is facing challenges which the social media is posing. In 1928, the first Electronic Television was demonstrated or introduced in Germany and it was circulated commercially in 1934 among the public under RCA or Radio Corporation of America.BBC2 arrived in 1964 with better quality and line images up to 625.Cable Television originated in the 1940s and almost at the same in Pennsylvania, Oregon, and Arkansas. For accommodating the rising demand, menus are being expanded by cable programmes on the offerings of digital cable.The reception of a TV’s new modes, iPhones, digital media, and satellites have formed a new means of accessing broadcast services.Teenagers seem to spend almost twenty percent of their time watching films while fourteen percent watched video clips on Hot star and YouTube. The revolution of social media has changed the world and made the news or content available to millions within a few seconds.

References of The Impact of New Media on Television

Bourdaa, M., Konsman, J., Sécail, C. & Venturini, T., 2015. Does television reflect the evolution of scientific knowledge? The case of attention deficit hyperactivity disorder coverage on French television.. Public Understanding of Science, 24(2), pp. 200-209.

Carey, J. & Elton, M. C. J., 2010. When Media are New: Understanding the Dynamics of New Media Adoption and Use. s.l.:Digital Culture Books/University of Michigan Press and the University of Michigan Library.

Dijck, J. v., 2013. The Culture of Connectivity: A Critical History of Social Media. s.l.:OUP USA.

Edgerton, G. R., 2009. The Columbia History of American Television. s.l.:Columbia University Press.

Lotz, A., 2016. The paradigmatic evolution of US television and the emergence of internet-distributed television. Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes, 14(2), pp. 122-142.

Lotz, A., 2018. Evolution or revolution? Television in transformation. Critical Studies in Television, 13(4), pp. 491-494.

McLuhan, M., 2016. Understanding Media: The Extensions of Man. s.l.:CreateSpace Independent Publishing Platform.

Stanley, M., 2009. How Teenagers Consume Media: the report that shook the City. [Online]

Available at: https://www.theguardian.com/business/2009/jul/13/teenage-media-habits-morgan-stanley

Taylor, J. & Gibson, L., 2017. Digitisation, digital interaction and social media: embedded barriers to democratic heritage. International Journal of Heritage Studies, 23(5), pp. 408-420.

Tribe, M. & Jana, R., 2009. New Media Art. s.l.:Taschen.

Waldfogel, J., 2017. The random long tail and the golden age of television. Innovation Policy and the Economy, 17(1), pp. 1-25.