Discovery Channel is a cable channel; it provides documentary programming about Science and anything under the sun. The target audiences are families and young generations. Programs in Discovery Channels focus on themes such as speculative investigations and reality- based. Some of the examples of programs are Myth busters Deadliest Catch, and Dirty Jobs.
Discovery Channel has existed for 26 years and it has made different ways to reach more viewers. Aside from using Television they branched out and use other mediums such as Discovery Radio, Discovery Website, Discovery magazines. Some of this mediums are still existing now like Discovery website and discovery stores but some had to be closed down like Discovery Radio. 
According to Steven Mascilat and Robert Klein the changing expectations of users or consumers of a certain product/ show/ service is one of the reasons why we have media convergence. Whenever there is new media program consumers are increasingly insistent that they control the experience. Now people are not just listening or watching they are actually looking for an experience or an interaction. Maybe that is why Facebook and other social networking sites are popular now. “cross-promotional activities create a vested interest on the part of device makers in successful promotion of the content and programs, a potential source of a great deal of money and clout.” A proof of this is when Discovery channel released DVD/ VCD copies of different documentaries or programs to their audience. They also tapped the printed media through segments in Magazines that discusses issues on their programs and other promotional stint. Discovery Channel sends out ‘E-newsletter’ to keep their audience updated about their existing program line up and up coming programs and campaigns. They also add links to their E-newsletter so that people will have the tendency to explore and go to their official websites. “Every link in an E-newsletter has the potential to engage receivers in extended promotion cycles.” (show E-newsletter of Discovery channel) Discovery channel’s website provides schedules of their programs everyday to help their audience know what to see on TV. In a world of fast pace development in technology Discovery channel utilizes all means to cater to their audience. They use each and every medium converge them and make each other’s weaknesses irrelevant.
I believe that media convergence has changed and is still changing our culture. Just by looking at the behavior of the people now, viewers are disregarding or they have minimal use of the conventional media such as TV, Print and Radio instead they use the Internet to satisfy everything at their own time and pace. This is very dominant among the youth; they download episodes of their favorite program series online and save it in their computer or phones and watch it anytime and anywhere. I find the story in one of our readings in this class, entitled ‘ Convergence Culture’. Henry Jenkins was buying a mobile phone, he was actually looking for a phone that he can use to call, that was the only feature he wanted but all of existing brand new mobile phones have a camera, video camera, a feature wherein you can access the internet, and a MP3 player. It only shows that the media convergence is creating another way of living wherein everything is fast paced and a one-stop shop on everything. The effect of media convergence is information’s are actually available to great number of people and one culture that this creates is people tend to just absorbs and get stuck to knowing but not actually acting on it. Its nice to see a future of this generation, being exposed to media convergence culture to make use of these information and features and ACTUALLY act on it, turn them into actions. (of course I hope they use it for a good reason with a good product/action )
sources:
www.adamsavage.com
www.tvshowsondvd.com
www.carbonmotors.com
www.discovery.com
Readings:
Media Promotions and Marketing Chapter 8 (New Media Promotions)
by Steven Masiclat and Robert A. Klein.
Convergence Culture by Henry Jenkins
By: Jalyssa May N. Caccam
No comments:
Post a Comment