When I noticed that I had to view a movie for Module 4, I automatically thought about Block Busters or any other video store that was strategically located near my home. Although I am always on my laptop viewing different videos and other types of multimedia, it didn’t dawn on me to search for this particular assignment online. I have never used Netflix or a similar vendor of video on demand. I can see how using Netflix would be beneficial; however, I often wonder about the extra work that I would have to do to return the movies rather than dropping them off at the movie store.
I believe that the current competition between DVDs and video on demand is definitely an example of increasing returns. Thornburg (2008) describes increasing returns as two innovations that hit the market at about the same time but by chance, one technology stays locked in and drives the other to extinction. Although the video on demand came out after move rental stores, it is still all based on renting movies on demand. Lots of people go to store and rent movies to have movie nights with their families and so on. Movies on demand have begun to get more and more popular. Therefore, as a result, I see movies on demand driving movie rental stores into extinction eventually. It may take a while due to the fact that some people still may not have Internet access in their homes; therefore depending on the movie rental stores.
According to McLuhan’s tetrad, I think video on demand will eventually begin to replace DVDs. However, as of current, I think the two are still in competition. Too some, this is a matter of convenience. To others, they stick with what they know which is going to Block Buster or Movie Gallery to rent the movies that they would like to view. It all depends on how the situation is looked at. On the other hand, Block Buster looked at the fact that Netflix could run them out of business. As a result, they had to add some type of video on demand for their customers as well.
References:
Laureate Education, Inc. (n.d.a). Increasing returns [Podcast] featuring Dr. David Thornburg.
Laureate Education, Inc. (n.d.b). Red queens [Podcast] featuring Dr. David Thornburg.
Ashley,
ReplyDeleteI agree with you that the video stores are being driven out of business by the mail order and other ways for on demand viewing. Times change and business has to change with it. We no longer have the ice man, the milk man, or very many blacksmiths, either.
Cyndy