- Digitization of ‘traditional’ forms of media.- Covers creation of, and access to forms of

media.- Can be created on or transferred to

computer.- Also covers storage and access devices.

• Greater possibilities for the creation of new media content

• Digital Media Production offers substantial advantages in being efficient in the creation of new media content

• Digital Media Production offers advertising advantages

• Disadvantages of new media

• Greater possibilities for the creation of new media content

• Digital Media Production offers substantial advantages in being efficient in the creation of new media content

• Digital Media Production offers advertising advantages

• Disadvantages of new media

• Perfecting existing tech for people on the web and make them work for people.

EXAMPLE• YouTube: didn’t invent online video but

people who upload videos to YouTube and embed them across the web.

• Facebook/MySpace: didn’t invent online social networking but people create their identities and record the details of their lives.

• For next big digital media industry: • won’t be built on a technology yet to be

introduced on the web• it will likely be built with existing technology, by

figuring out how to perfect the technology.• The web isn’t just about technology or about

content — it’s about people using technology, people creating content.

• All digital media should be suitable for the users.

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