The movie that I
watched for my module four assignment was purchased in the format of a DVD. The
competition between DVDs and video-on-demand is a great example of Red Queens,
as opposed to increasing returns. I believe this to be true because DVDs
emerged before video-on-demand. Also, I do not believe that either will drive
the other into extinction. This is because there is a market outside of
television and cable service companies that will continue to find and take
advantage of the opportunity to make a profit from DVD technology. The most
recent company that has taken advantage of this is Redbox. Although companies
such as Blockbuster and Netflix have transitioned away from this business
model, I believe that DVD technology will remain because consumers like
ownership and there will always be companies that are able to profit from
rental services.
On McLuhan’s
tetrad, I believe that DVDs enhance consumer’s ability to view high-quality
programs at their convenience. DVDs obsolete VHS tapes. DVDs rekindle from the
past the plays of ancient Greek and Roman theatre. DVDs reverse the reliance on
television programming for video entertainment.
I
believe that video-on-demand services enhance consumer’s ability to not only
view high-quality programming, but also to do so without the need to leave
their home and purchase any additional products. Video-on-demand obsoletes
cable television. It rekindles from the past the plays of ancient Greek and
Roman theatre. Video-on-demand reverses the reliance of television programming
for video content.
