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Abstract This essay intends to discuss the following statement Digital Broadcasting will have a fundamental effect on viewing patterns popular culture and audience identity This will be done firstly by looking at the history of the BBC and the original intention of Public Service Broadcasting It will discuss how by John Reiths successful approach to broadcasting the BBC became a National Institution creating popular culture and a National Identity It will examine how these first steps and ideas have major role in the introduction of Digital Broadcasting today and whether the initial Reithian values have any meaning in todays society It will finally conclude what effect if any these changes will have on British life as a whole and whether the fear of change is justified In the 2oth century the advance of technology has been fundamental in the way we live our lives today The recent introduction of Digital Broadcasting to Great Britain has caused many technologists to become swept up in a sense of awed enthusiasm about the infinite possibilities of the new digital age In its early stages digital broadcasting is only available to a minority and it will take ten years or so to become a new way of life Digital Broadcasting has thousands of new services to offer its viewers and listeners Instead of pictures and sound being transformed into waves the new technology turns them into a series of digits which are transmitted through the air and received by television or radio aerials Digital Broadcasting is more efficient than analogue giving space for six channels where analogue would give you one Digital brings better picture better sound quality and more choice and cinematic style The new era gives the audience greater interaction with its broadcaster and also the opportunity to shop book holidays bank and play games all form remote control It is not just television
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