This one covers both NEW MEDIA (Year 12) and BROADCAST NEWS (Year 13). Before I go on, a reminder to sign up for the Media Guardian online - it's free and only by doing so will you be able to access this story. I know it takes time but it's time well spent.
The 3 mobile network will soon be sending its users personally targetted ads when they choose to watch news and sports updates provided by ITN. Here we're moving away from the idea of niche audiences, let alone mass audiences, and towards the concept of individual audiences. You may have seen Tom Cruise's character in Minority Report being bombarded with ads designed specifically for him. This is a classic example of how new media technologies offer even greater personalisation of media consumption and experiences.
From a news perspective, this carries all sorts of potential consequences. It increases competition for other traditional broadcast news providers like the BBC. However, it also shows that established news providers like ITN are inscreasingly turning to new technologies as a way of reaching audiences, expecially younger audiences (read the article to see the types of stories that may typically be sent to customers' phones. Within this there is also a threat to the role of broadcast news in helping to create informed citizens. News plays an important function in society. By informing the audience about events in our local and global community, the news empowers us to make more informed decisions about how we want to be governed and how we want to relate to other members of our community. If, however, we increasingly receive personally tailored news updates (by choosing the types of stories that are sent to our mobile phones, e-mail or Yahoo / MSN homepage) we will lose touch with the wider range of stories offered through longer news bulletins on traditional news outlets (e.g. 10 o'clock news on BBC 1 or the Channel 4 news), thereby becoming less well armed when it comes to making decisions about who to vote for or even whether it makes any difference to buy fair trade coffee or not. This is also true of those people who increasingly rely on blogs to find out what's happening in the world because they feel mainstream news media is just too, well, mainstream. By relying on blogs, or even newspapers for that matter, that they feel represent their perspective, they are reinforcing that particular perspective and limiting themselves to certain amount of information. Of course, some would argue that they read a range of blogs, which of course would overcome this difficulty. However, there is the issue of time - how many people have the time to devote to properly informing themselves in this way? So, I guess what all this boils down to is a question of whether you think the traditional broadcast news outlets still have a role to play, and if so how important a role?
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