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Gary Floring COM 538: Evolution and Trends in Digital Media Technologies Instructor: Kathy Gill University of Washingto

Video Media Technology. Past, Present, and Future. Gary Floring COM 538: Evolution and Trends in Digital Media Technologies Instructor: Kathy Gill University of Washington – Seattle Fall 2003. Video Media Technology Outline. Topics of Discussion. Introduction Purpose / Thesis

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Gary Floring COM 538: Evolution and Trends in Digital Media Technologies Instructor: Kathy Gill University of Washingto

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  1. Video Media Technology Past, Present, and Future Gary Floring COM 538: Evolution and Trends in Digital Media Technologies Instructor: Kathy Gill University of Washington – Seattle Fall 2003

  2. Video Media Technology Outline Topics of Discussion • Introduction • Purpose / Thesis • The Past - ANALOG • The Present – DIGITAL • Media Capacity Comparison • Innovation-Diffusion Theory • The Future – Next Generation DVD • Conclusions and Projections • Q & A

  3. Video Media Technology Introductionand Purpose / Thesis • Definitions & Terminology • VIDEO: Root English word is vision, from the Latin videre, “to see” • -- Originally, video referred to ”what is visible” in a TV broadcast • MEDIA: Plural of medium, from the Latin medius, “the middle” • ANALOG: Continuously varying value, such as a sine wave… • DIGITAL: Discrete values representing data samples… • DVD: Digital Versatile Disc • Purpose / Thesis • Examine the development of video media technology over the past 50 years • Identify DVD technology as a major innovation process currently having a rapid • diffusion throughout social systems • Determine current trends in the market battle over modern media formats • and standardization; understand impacts on popular culture & end user needs • Contribute useful data / findings to the communications discipline on • modern video media applications

  4. Video Media Technology The Past - ANALOG • Video Media 1890s to 1950s • 1891: Thomas Edison invents Kinetoscope; • others patented similar devices • Late 19th century to mid-20th century: • plastic and celluloid film media • Post-WWII: magnetic-based videotape • developed for television broadcasts Early 20th century Kinetoscope • Apr. 1956: Ampex Corporation demonstrates • world’s first videotape recorder (VTR) • Nov. 1956: CBS is first network to • broadcast using videotape • Nov. 1957: KING-TV studios in Seattle • received one of the first production VTRs Ampex VRX-1000, world’s first videotape recorder

  5. Video Media Technology The Past - ANALOG • Video Media 1960s to 1980s • 1960s: Sony and other Japanese companies • challenge Ampex for VTR dominance • 1970s: Sony emerges as a major innovator, • introducing several advances in media • and hardware miniaturization • 1975: Sony unveils Betamax, its flagship • consumer VCR; pricey but very popular Sony SL-7200 Betamax VCR; $1,295 • 1976: JVC fights back with cheaper, rival VHS system • 1977: Beta vs. VHS “format war” is on! • 1978: VHS introduces two major innovations • which consumers adopt immediately: • -- Two hour tapes vs. Beta’s one hour • -- RCA’s programmable VCT-400 allows time-shifting / tape delay recording • 1980s: VHS outsells Sony’s Beta VCRs and tape format 4 to 1 • 1990s: Beta format widely considered obsolete; VHS had “won” the war BETA VHS

  6. Video Media Technology The Present -- DIGITAL Major Portable Media Types * Magnetic Tape (DV) Compact Disc (CD) Digital Versatile Disc (DVD) • Records / stores “raw” • digital video signal; • little or no compression • Widely used in camcorders • Disadvantages: • Prone to signal dropout, • fading, stretching, • age-degradation • Records / stores digital • video using MPEG-1 • compression • Capable of ~1 hour of VHS- • quality video (240 lines res.) • 700 MB capacity • Advantages: • Long term, non-volatile; • compatible with most • CD-DVD playback devices • Records / stores digital • video using MPEG-2 • compression • Capable of ~2 hours of High • Quality video (480 lines res.) • 4.7 GB capacity • Advantages: • Long term, non-volatile; • very high resolution; allows • chapter and menu creation * For this study, computer hard drives are excluded as “non-portable” media.

  7. Video Media Technology The Present Digital Media Capacity Comparison* Floppy Diskette (non-video data) CD DVD (4.7 GB) ■ 1.44 MB (700 MB)

  8. Video Media Technology Communications Theory Annual DVD Sales (billions) Innovation-Diffusion Process 7 6 5 4 3 2 1 0 Pre-recorded DVDs Recordable DVDs Next Generation DVD 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

  9. Video Media Technology The Present Recordable DVD Format Choices • Currently a “format war” underway • DVD-RAM • DVD-R/-RW • DVD+R/+RW • DVD+VR • “General” Type for mass consumers • “Authoring” Type for professionals • All use “red laser” technology • Quality differences are not significant • Manufacturers currently introducing • “multi-format” recorders(e.g., Sony DRU 510A) Red laser technology for “burning” and playback Laser beam wavelength is 650 nm, with a focal point 350 nm wide Findings to date indicate -R/-RW and +R/+RW formats exhibit highest consumer adoption rates; -R and +R have widest compatibility

  10. Video Media Technology The Future Next Generation DVD • Currently under development, new DVD • format uses “blue laser” technology • Much greater storage capacity; up to 30 GB • -- Over 6 times greater than current DVDs • Developed to handle storage demands of • High Definition Television (HDTV) • -- Over 1,000 lines of resolution • “Backward compatibility” planned • with current DVDs; however… • Standardization war already under way • between Sony and Toshiba / NEC • -- Sony promoting “Blu-ray” format • -- Toshiba / NEC promoting “HD-DVD” format Blue laser technology for “burning” and playback Laser beam wavelength is 405 nm, with a focal point 70 nm wide First blue laser discs and hardware expected in U.S. market in 2005

  11. Video Media Technology The Future Conclusions & Projections Digital Media Technology will Continue to Rapidly Advance • Adoption of DVD technology has been “revolutionary” vs. evolutionary • Hollywood will use traditional film indefinitely • VHS and DV magnetic tape use will gradually decline as disc media dominates • Current DVD format wars will be decided by consumers; –R and +R are leading • Multi-format hardware will ease standardization issue • Next generation blue laser DVD will accelerate trend toward HDTV this decade • Sony’s “Blu-ray” format more likely to dominate Toshiba / NEC’s -- More than 25% greater storage capacity than rival HD-DVD -- Builds on current MPEG-2 compression standard for backward compatibility • Nanotechnology will drive storage capacities much higher within 5 years -- By 2010, DVDs will be capable of holding over 100 GB

  12. Video Media Technology Q & A Questions?

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