This may be a bit non-traditional (in the context of this blog), but I was drawn to a story about Google, Microsoft and other tech companies fighting to take over "white space" for high speed Internet service. White spaces are simply unused airwaves, but TV broadcasters are concerned that using the space could interfere with television signals. Both sides are now actively advertising in Capital Hill publications, trying to sway members of Congress.
This partly feels like a battle between the old and the new in a general sense. But, in terms of advertising, this is part of the process of urging advertisers to choose a particular medium. TV budgets still tend to dominate big campaigns, but the Internet advertising market is obviously growing quickly.
Some might ask, so what if TV signals end up being disturbed... soon enough it may be that we get all our content in the same place (TV, Internet etc. on one screen) and the airwaves will all be going to the same place (I say this from a NON-tech savvy point of view, as the transition to a wired world clearly involves a number of technological issues).
As the lobbying between the two groups increases in intensity, it seems likely a harbinger of things to come...
http://blog.washingtonpost.com/posttech/2008/04/an_advertising_battle_in_the_w.html?hpid=sec-tech
I recently attended National Arts Advocacy Day in Washington D.C., where the “white space” issue was at the forefront of everyone’s mind. This is because the “white space” debate does not only have implications for television companies; if the FCC approves Google, Microsoft, etc.’s cause to open up “white space,” it could devastate the theatre industry as well.
ReplyDeleteGoogle and other technology companies would like permission to operate millions of new wireless devices on the same wireless frequencies as wireless microphones used in theatre, music, dance, and other live performances across the country. For 35 years, users of wireless microphones -- Broadway theatres, as well as churches, schools, musicians, newscasters and sportscasters – have operated on radio frequencies between the television broadcast channels – the so-called “white spaces” in the TV band (from 54 MHz to 698 MHz). If such proposed wireless devices interfere with wireless microphone systems, the Broadway community, a $4.8 billion industry that serves 12 million theatre-goers per year and supports 45,000 full-time equivalent jobs, would be paralyzed.
According to the League of American Theatres and Producers, Inc., “During any evening in New York, upwards of 3000 wireless units are in use on Broadway, providing state-of-the-art sound to audiences, giving members of the hearing-impaired community the opportunity to experience live theatre, and supporting complex technical coordination. All Broadway musicals and many plays use multiple wireless microphones during each performance.” Without unencumbered access to this frequency, the theatre industry, and other users, will have to spend millions and millions of dollars to engineer a solution, if one even exists.
Some argue that technology can prevent interference to existing users, such as Broadway shows, this is unproven and past prototype devices have failed FCC tests. Can the goliaths of Google and Microsoft co-exist with the Davids of Broadway or will these technology giants steamroll over “the little guy?” Yes, television will be gravely affected by losing its ability to control “white space,” but the costs to Broadway might make it impossible for the industry to recover. Thus though releasing “white space” restrictions does offer benefits to technology companies, the question becomes at what cost.
Link to the League’s letter to the FCC: http://www.livebroadway.com/editor_files/League%20of%20American%20Theatres%20&%20Producers,%20Inc_.pdf