A Study of Diffusion and Adoption of Digital Hardware-software Systems in Cutting-edge British Media Post-production Companies

Jason Robertson

Research output: ThesisMaster's Thesis

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Abstract

A snapshot from 1996/7 of the development of networked digital film post-production technology and an overview of future digital content distribution.

In this digital age, business is global. The essence of media business is information, and the communication of that information. Information is an increasingly vital economic commodity. Old information production and distribution hierarchies are being complemented and augmented in some cases by new developments, while others are evolving into or being replaced by new systems. Individual systems are linking together to produce larger systems within a digital global infrastructure. At the forefront of users developing this technology and new usage approaches are the cutting-edge post-production digital audio-visual facilities, or “hot-shops”, currently working on film and television. This area of digital manipulation of audio-visual data, specifically film and television, the adoption-diffusion process, and the new technology’s practical implementation by specialist post-production companies is the focus of this study.

There is no doubt that the concept of digital post-production technology has already been accepted quickly by media producers (it can even be argued that the cutting-edge companies have “pulled” the technology, contributing to and collaborating on development) since early developments such as morphing (the seamless transformation of one shape into another) and non-linear editing were introduced. Digital techniques and technology have revolutionised the film and televisual industries through the introduction of new technology, new skills and working practices, new economies and new possibilities.

The study examines how the advances in capacity of post-production systems and peripherals are reconfiguring and redefining post-production equipment from stand-alone to interlinked systems. The study explores the definition of innovation, and models of adoption and diffusion in order to define the developmental path for this new technology and investigate the decision-making and purchase process.

This document deals with the adoption and diffusion of digitally-based film and video post-production systems, looking specifically at the contribution to development and usage of such systems by cutting edge post-production companies. Convergence is occurring between the telecommunications, computer and media industries. New cross-over technology, peripherals and systems are evolving in response to this convergence. The study investigates the convergence and utilisation of digital technology from telecommunications, computer hardware and software and film and video post-production.

For those in the media, telecommunications and digital software and hardware businesses, there is a definite need for an understanding of the convergence of their technologies and practices to create this new technology and business infrastructure.
Original languageEnglish
QualificationMaster of Science
Awarding Institution
  • University of Stirling
Publication statusPublished - 31 May 1997

Keywords

  • Diffusion of Innovation
  • digital technology
  • film production
  • television production
  • post-production

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