SWECJMC #3
At the same time of this session, a Special Tour is going on called "James A. Michenor Collection" Michenor was a graduate student and faculty member at the University of Northern Colorado and left an endowment and personal collection that is on public display.
The 4:15 p.m. Friday session began with Ray Niekamp from Texas State University - San Marcos presenting "Audience Activity Among Users of the World Wide Web." Uses and Gratifications research assumes and active audience, but are they really? There are passive viewers but there are also active or instrumental viewers--involved and focused on the content. If this is true in TV, does this also apply to the World Wide Web? Audience activity includes Selectivity, involvement and utility (How you make use of the media after you saession has ended. The study used an online survey of web users. 288 usable cases were analyzed. The study expected that a) instrumental users are more selective than ritualistic users, b) selection of informational content predicts an instrumental user, b2) Selection of entertainment content predicts a ritualistic user, c) selectivity during Web use predicts an instrumental user, d) involvement before Web use predicts an instrumental user, e) involvement during Web use predicts an instrumental user, and f) distractions predict ritualistic user. Is the WWW a mass communications medium. Uses and Gratifications is legitimate for studying the Web. Web site design is a practical application to this understanding.
Tony DeMars from Sam Houston State University next presented "Local TV Market Multicasting: A New Paradigm for Digital Television." Started by discussing problems with cable TV system and continued rate increases, problems with retransmission consent and the effect of forcing cable systems and DBS providers to carry extra, minimally-viewed channels from big program suppliers that own local market TV stations, continued rate increase from increasing sports rights fees and sports channels costs--that everyone pays for but few people watch. Local over-the-air DTV channels have the ability to carry 4-5 different services--referred to as multicasting. Presentation demonstrated how multicasting could act as a replacement for having to buy multiple channels through cable TV or DBS. Local (terrestrial) broadcasters could carry about four standard definition digitally-delivered channels on their one digital channel, or one high definition channel. During major events like a Super Bowl, or during prime time, the stations might have their one HD channel; during other dayparts, the stations could send multiple channels. For example, Viacom owns CBS and UPN and they also own local market TV stations. Their CBS affiliate in a market could carry the CBS network, but then also broadcast Viacom-owned channels like Spike TV, Nickelodeon, and TV Land. The locally-owned UPN station could carry UPN, but also MTV, VH1, CMT and BET. In this model, the channels go back to being only advertiser-supported, and the weaker channels will go away when they are not profitable. This compares to the current cable model where subscribers pay for scores of channels they never watch, and these channels that have very low viewership manage to stay on because of the way carriage is currently negotiated.
The final presenter is Edward L. Carter from Brigham Young University, speaking on "The Day Grokster Ate Sony: Examing the Rationale Behind..." Study was based on a Supreme Court case. Started with statement of coyright clause, definition of originality and fixed in a tangible medium, what copyrigjht protects, what copyright does for copyright holder. Copyright infringement--what happens upon infringement. Napster case in 2001 -- court found Napster could be liable for contributory infringement and vicarious infringement. AS Napster began charging users, Gokster and StreamCast came along and targeted previous Napster users. 9th Circuit Appeals court said Grokster did not have secondary liability because of the way it worked--had examples of non-infringing uses. Case then went to Supreme Court, that reversed the 9th Circuit's decision--result is to narrow application of Sony case (1984). Ruling said there was evidence in Grokster of intent to induce copyright violation. People thought the case would help clarify the Sony case, but it did not.
The 4:15 p.m. Friday session began with Ray Niekamp from Texas State University - San Marcos presenting "Audience Activity Among Users of the World Wide Web." Uses and Gratifications research assumes and active audience, but are they really? There are passive viewers but there are also active or instrumental viewers--involved and focused on the content. If this is true in TV, does this also apply to the World Wide Web? Audience activity includes Selectivity, involvement and utility (How you make use of the media after you saession has ended. The study used an online survey of web users. 288 usable cases were analyzed. The study expected that a) instrumental users are more selective than ritualistic users, b) selection of informational content predicts an instrumental user, b2) Selection of entertainment content predicts a ritualistic user, c) selectivity during Web use predicts an instrumental user, d) involvement before Web use predicts an instrumental user, e) involvement during Web use predicts an instrumental user, and f) distractions predict ritualistic user. Is the WWW a mass communications medium. Uses and Gratifications is legitimate for studying the Web. Web site design is a practical application to this understanding.
Tony DeMars from Sam Houston State University next presented "Local TV Market Multicasting: A New Paradigm for Digital Television." Started by discussing problems with cable TV system and continued rate increases, problems with retransmission consent and the effect of forcing cable systems and DBS providers to carry extra, minimally-viewed channels from big program suppliers that own local market TV stations, continued rate increase from increasing sports rights fees and sports channels costs--that everyone pays for but few people watch. Local over-the-air DTV channels have the ability to carry 4-5 different services--referred to as multicasting. Presentation demonstrated how multicasting could act as a replacement for having to buy multiple channels through cable TV or DBS. Local (terrestrial) broadcasters could carry about four standard definition digitally-delivered channels on their one digital channel, or one high definition channel. During major events like a Super Bowl, or during prime time, the stations might have their one HD channel; during other dayparts, the stations could send multiple channels. For example, Viacom owns CBS and UPN and they also own local market TV stations. Their CBS affiliate in a market could carry the CBS network, but then also broadcast Viacom-owned channels like Spike TV, Nickelodeon, and TV Land. The locally-owned UPN station could carry UPN, but also MTV, VH1, CMT and BET. In this model, the channels go back to being only advertiser-supported, and the weaker channels will go away when they are not profitable. This compares to the current cable model where subscribers pay for scores of channels they never watch, and these channels that have very low viewership manage to stay on because of the way carriage is currently negotiated.
The final presenter is Edward L. Carter from Brigham Young University, speaking on "The Day Grokster Ate Sony: Examing the Rationale Behind..." Study was based on a Supreme Court case. Started with statement of coyright clause, definition of originality and fixed in a tangible medium, what copyrigjht protects, what copyright does for copyright holder. Copyright infringement--what happens upon infringement. Napster case in 2001 -- court found Napster could be liable for contributory infringement and vicarious infringement. AS Napster began charging users, Gokster and StreamCast came along and targeted previous Napster users. 9th Circuit Appeals court said Grokster did not have secondary liability because of the way it worked--had examples of non-infringing uses. Case then went to Supreme Court, that reversed the 9th Circuit's decision--result is to narrow application of Sony case (1984). Ruling said there was evidence in Grokster of intent to induce copyright violation. People thought the case would help clarify the Sony case, but it did not.
posted by Tony at 3:06 PM
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