The technical aspects of the digital television has practically taken over the public agenda of the sector and now the opinion begins to demand that the issue be seen also from the perspective of the citizen.
How will the relationship of the viewer and the media, and on what subjects the Should States draw up public policies? Will it be the digitalization of frequencies the opportunity that society calls to deepen pluralism and democracy?
Digital television is presented as a unique opportunity to promote and strengthen the democracy and socially include the majority of the population, as the compression of the signals in the process of scanning frees up space in the bandwidth of the frequencies, making it possible for the supply of signals to multiply.
By adopting a digital standard and draw up policies for their development, countries are also deciding on the tensions that exist between the pluralism and economic efficiency on a crucial issue such as the concentration of media ownership.
The technical process of digitization of frequencies leads to compression of frequencies signals and an increase in the capacity of those frequencies to carry signals, an improvement in audio quality and video, and the possibility of providing new services.
In whose head will the right to exploit the full capacity of each frequency? Of a operator or of a plural number of television operators? Which one will be the economic sustainability of new media?
Additionally, the impact is worrisome. of digitalization in television content and in the new applications. What will the advertising and the marketing of goods and services in the environment of the digital television?
The relations of television and audiences have historically been determined by the limitations of one-way communication, in the that some subjects receive, without being able to modify the contents designed and prepared by the issuing entity as a reflection of its perception and vision of reality.
But now, thanks to television digital, which allows two-way communication, can it is said that this technology represents an empowerment of the never-before-seen audiences. The return channel allows the user view additional content to the schedule, browse them, send responses and even communicate with other users.
Likewise, mobile television will make television more and more personal and private, which will impose new conditions on producers and advertisers. The users will be able to receive content at any time and place, and they will be able to choose what is most interesting to them, in addition to create and broadcast their own content.
According to a study conducted by Shani Orgad for Nokia, titled This Box Was Made For Walking, the future of television will be personal. The user-generated content will be a key element in mobile television. As consumers use each time your mobile devices to create content of video, new broadcast platforms will emerge to broadcast this content to other mobile device users. It's like that. that mobile TV programming will be a combination of traditional programs and specially produced content.
One of the characteristics of this television will be the change of revolution. Contents will be faster and shorter, all of which will affect the narratives and language. Programs made for mobile TV they will basically use close-ups, given the size reduced screens of cell phones and their contents refer to local matters.
The advertising industry investigates the new habits and consumption of television for fit them, and the result are very commercial pieces short for mobile TV, which do not exceed seven Seconds.
Genres and programmes more Popular for mobile TV will be the news, the entertainment, sports, music and programs children, and will be personalized thinking about the viewer. Of such a way that the news will be more concise and brief, and the user may influence the arguments of some programs, and generate their own content.
We have then that the elders changes will be in terms of the empowerment of audiences, consequence of two-way communication and interactivity, and democratization.
