Module 5:

•  When you decided to obtain a DVD for your science fiction assignment in Module 4, where did you go to find a movie based on a Philip K. Dick book? Did you rent or purchase a DVD, or did you view it digitally on your computer using Netflix or a similar vendor of video on demand?

I viewed it digitally, online.  As I shared before, I am not a sci-fi fan and we are not big movie watchers (last time I was in a movie theater I saw…Chicago).  In fact, we do not have a DVD player, so on-line was the only option.

•  Is the current competition between DVDs and video on demand (VOD) an example of increasing returns or Red Queens?

DVD and VOD technologies are an example of Red Queens.  According to Thornburg (2009), increasing returns are two innovations that hit the marketplace at the same time.  On the other hand, according to Thornburg (2009), Red Queens are two technologies that are dominating the marketplace and confronting each other in a struggle to continue to benefits the consumer and to remain ahead of its competitors.  The technology of VOD came after the DVD (Anderson, 2004).  Just like the DVD was a more convenient (better) evolution of the video cassette, the VOD was a more convenient (better) evolution of the DVD.  However the VOD did not immediately lead to the obsolescence of the DVD.  They both found a place in the market and continue to compete for a niche in the consumer market.  For example, DVD’s have a niche market with children and educational settings.  Young children often want to watch the same program repeatedly, thus the durability of the DVD meets this need.  Similarly, individuals who reside in geographic areas with limited cable or internet service will find the disk-based recording of a DVD more reliable and user friendly.  On the other hand, persons who just want to view something once or one the fly will find the ability to instantly access the VOD more preferable.  Identifying the respective niche markets and evolving their respective technologies to meet their needs is important to the continued presence of DVDs and VOD in the technology market place.

•  Where do you think DVDs and video on demand are on the four criteria of McLuhan’s tetrad?

Below are tetrads of the DVD and VOD: 

Both technologies enhance accessibility to this form of entertainment and promote family time and groups viewing of programs/movies. While the focus is on promoting the family (or small group) unit, both the DVD and VOD have a potentially negative impact on “big” business – such as movie theaters and the movie making industry.  Here are some articles that detail these implications: 

• DVD Downturn panics filmmakers
• Film industry...financial impact
• Impact...film industry today

Both the DVD and the VOD have the potential to revolutionize the movie industry.  The question is what technology will best meet the needs of its niche consumer base while maintaining a collaborative working relationship with the mainstream movie making industry.  On the other-hand, there may be another yet to emerge technology that will obsolete both DVD and VOD.  `

References:

Anderson, C. (2004). Tech’s long tail [Video]. Retrieved 2/2/2011 from  http://www.ted.com/index.php/talks/chris_anderson_of_wired_on_tech_s_long_tail.htmlchris_anderson_of_wired_on_tech_s_long_tail.html

Thornburg, D. D. (2009). Increasing returns and red queens. Laureate Education, Inc. Retrieved from http://sylvan.live.ecollege.com/ec/crs/default.learn?CourseID=4199715&Survey=1&47=5797856&ClientNodeID=984645&coursenav=1&bhcp=1

Thornburg, D. (2008). Red Queens, butterflies, and strange attractors; Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.