hit show NCIS

The same transition is occurring in broadcasting. For example, in 1983, NBC’s finale of the primetime show, MAS*H drew 125 million views compared to only 22 million viewers of CBS’s hit show NCIS in 2014. Over time, the Internet vastly increased people’s media choices. Three U.S. scholars, Russell Neuman, Yong Jin Park, and Elliot Panek, summarized their research on the massive transition this way: In 1960 if someone had a minute for media consuming, there would have been 98 one-minute alternatives available. Now there are more than 20,000 minutes. The choices today, according to Neuman and his colleagues, are impossible for the human mind to comprehend.

Cyber communication has also changed the relationship between mass media producers and consumers, placing the latter in the position being both consumer and producer. For instance, consider the fact that about 40% of U.S. Internet users regularly create content for mass distribution by contributing to a news story (e.g., adding to a story by adding a substantive comment), disseminating a news story through social media, or by posting an original news story—an activity called Citizen Journalism.

4.1.3: Industry Realignments 1. Objective: Evaluate the impact of the Internet on traditional media


Traditional media companies are scrambling for slices of the newly competitive media pie. For some it’s too late. Magazines that shut down their print versions include Gourmet (Conde Nast), first published in 1941, ceased production in 2009; Teen (Hearst Magazine), first published in 1954, ceased production in 2008; and Home (Hachette Filipacchi), first published in 1951, ceased production in 2008. Some of these publications have continued in digital format, while others have not.

The Internet has significantly impacted the music industry as well. Consider the fact that only a few decades ago, most music was purchased at music stores in the form of a CD. with a few clicks on a smartphone, consumers can now purchase music electronically by the song or album through Apple iTunes (created in 2004), Google music, or stream music through subscription services, such as Pandora and Spotify.

The music industry transition to an online environment was anything but smooth. Several decades ago, musicians had fewer choices other than sign with a major record label, and although the Internet has dramatically increased artist control, it’s also resulted in staggering financial losses along the way.

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