When deciding to obtain a DVD for my science fiction assignment in Module 4, I checked with our local movie rental stores only to find that the one copy of the movie was rented out. I found that amazing and slightly hard to believe. I had not seen this movie before but I Googled it and found it interesting. Therefore, on a hunt to locate this movie, I found it offered on Netflix.
Thornburg (2008) describes increasing returns as two innovations that hit the market at about the same time but by chance, one technology stays locked in and drives the other to extinction. When we look at the competition between DVD’s and video on demand, we will see that this is an example of increasing returns. Before there were video on demands, there were DVD’s. The two of these entities gained popularity at two different times. While DVD’s only required minimum gadgets, such as a DVD player and a television or a computer, video on demand requires much more.
Such sites as Netflix and other sites require a high speed Internet connection as well as a computer thus making the idea of video on demand more challenging and less desirable. With this notion in mind, video on demand such as Netflix began to become more marketable. They started offering viewings of their movies on the Internet as well as the option to mail DVD’s to the house for a fee. In addition, despite the late charges that can occur at a movie rental place, such video on demand sites like Netflix, allows its users to keep their DVD’s as long as they would like with no fee.
DVD’s and video on demand adds entertainment and selection to the video viewing experience. It offers an alternative to going to the movies. Therefore, when we look at McLuhan’s tetrad, it would fall under the enhancement sector. DVD’s and video on demand allows viewers to watch movies at their own pace and as many times as they want.
Reference:
Laureate Education, Inc. (2009). Emerging and future technology. Baltimore: Author.
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
Evonie,
ReplyDeleteVOD is definitely going to drive DVDs to extinction. I had placed this under the Red Queens force due to the fact that these two technologies are in competition with one another. You do make a strong argument in the fact the even though these technologies emerged at different times, VOD is getting locked in and driving DVDs to extinction. I think I let the words "at the same time" keep me from placing this under increasing returns.
Great post!
Charlotte
Evonie,
ReplyDeleteI had a similar view on it being increasing returns. I however see it as VOD being easier to get because it is offered now by your cable provider. I have att uverse and I have access to so many videos whenever I feel like watching one. I can even go on their website and watch tv shows and movies from any location for no additional cost. It has become so easy that I no longer need to rent any movies since I can also rent from my cable provider. The movie I watched for the discussion I was able to see it on my family's computer during a trip we had taken for easter holiday. Times have really changed.