Digital video technology in interactive media


What applications/uses take advantage of online video material?

In the modern day there are many example of digital video being used in media. Many companies have benefited from the development of digital technology with applications such as film trailers, games and e-learning. There are many advantages with these forms of media being used online. In the case of film trailers with the accessibility of the internet becoming more common and video sites such as YouTube and Vimeo, trailers are now easily distributed meaning a larger audience can see it. Previously film trailers could only have been seen at cinemas or through disk meaning the main form of advertisement for these trailers was word of mouth.  This type of distribution is free for companies to use meaning that films do not need to pay for as much advertisements. An example of this would be the Suicide squad trailer. This trailer has had over 66 million views since its first
initial debut on 13th of June 2015.  This has led toojdopi.png a large amount of potential viewers being able to see the trailer. As can be to the right of screenshot there has been several user created content about the suicide trailer further spreading the word about the trailer, without the company having to advertise the trailer. This is useful as it also show film companies there potential audience and the statistic of the like to dislike ratio from the video which is useful for market research. The video quality of these trailers are of a high quality, show in HD to reflect the quality of the final product. If viewed on a mobile device the quality would drop due to the initial screen size being designed for a cinema screen. It is also uploaded in its highest quality as the platform (e.g youtube) would scale down the video for different device and browsers e.g having a poor quality pc or tablet the quality of video streamed would be lower to not use too much bandwidth.

These trailers are typically cut to be quick, trying to add lots of short clips of the film trying to give as much information. This is more designed for use on the web as the audience that have grown up with the internet have become more accustom to faster paced videos.


Another form of media that has grown in popularity is E-learning, a form of self-teaching through video tutorials. These videos are typically video tutorials, though they can be sometimes interactive for example website that try to teach the learner about driving typically show a video of a situation where the viewer will need to answer a question or preform a task. A famous example of this would be a video learning site that charges for its video tutorials. The benefit to these website are that rather than having to print a series of book all the information can be stored digitally online cutting the cost of what would previously been manufacturing costs and distribution costs. Additionally this digital version allows for the video to be played on different devices such as smart phones and other mobile devices. optimises there video for online use by formatting the video in H.264 with mp3, the quality of the video itself is in HD. This is although on smaller screens and devices like mobile the quality is lowered to acclimate to the smaller screen and bandwidth speed (Lynda requires a minimum of 2-3 mbps bandwidth speed ( 2016)


How could the video examples be viewed?

There are now plenty of devices capable of playing video on it, stationary devices such as desktops or smart tvs or common in the modern household. The majority of these will be capable of showing videos either through online streaming/ downloading of digital video or dvd players installed into the hardware of the device. The limitations to a device such as a pc would be the fact due to the size of a pc they are not easily portable as well as the fact they require a constantly supply of electricity. Unlike pc mobile device have the advantage of being mobile, with a portable battery meaning that it doesn’t always have to be connected to a power supply however this does turn to also be a limitation being that there is a limited battery life with mobiles meaning digital video can’t be used as much.  Pc also require a connection to a router either through wired Ethernet connection or wireless unlike mobile devices that are able to connect to routers wireless or use 4g on the move.

The benefit of 4g and wireless is a limitation of a mobile device, while being able to be portable and have data on the move is one of the main benefits for a mobile it also limits the amount of data that can be transferred compared to a desktop. A wired connection will have a much faster download speed to a wireless connection as data is lost over the wireless transfer.

One of the main limitations with mobile devices is the fact that mobile data is very expensive, an example of this is on my own phone contract if I go over my 1 GB limit Vodafone charges £6.50 for 250mb extra. This can quickly run up, with one example would be of the case of Chris Wilson who ran up £6,875 phone bill in a month in a month, according to Mr Wilson the only difference he made that month was he “downloaded a TV programme which was 43 minutes long.”  (“Mobile Phone £6,875 Bill For Decorator Chris Wilson – BBC News”)

The pc is also limited is that pc requires plugins to be able to play digital video through browsers. Another limitation for desktops is that the monitor that the pc uses can affect the quality of the video. This is not the case on devices such as smart phones and tablets where most modern smart phones are made with HD quality video capabilities, though most service bottleneck the amount of bandwidth that can be used for stream, a famous case is the scandal with Netflix were they had been found to be bottle necking their streaming on mobiles.

Browser plugins


In the early period of the internet browser plugins were developed in competition with each other. Plugin were created to allow browser to have further capabilities such as flash which was used for playback and animations. Now plugins are being pushed out of use with browsers like e.g Firefox wanting to remove the use of the completely. In the recent year with the development of HTML5, these plug in have been replaced due to the fact that HTML5 can work with digital video and can also do most of the features that were required for flash. WEBgl is another



Codes are a program on a pc which is used for the compression and decompression of videos. Codecs are usually contained in a container format such as Mp.4. Currently the standard for codecs that are used for online streaming are H.264. It is used in the encoding for players such as .Mov. Streaming sites such as Netflix employ this codec to give the best possible video to through the means of using sets of bit rate resolution pairs otherwise known as a bitrate ladder. This ladder show the sufficient bitrate needed to encode the stream at certain resolution such as 4300 Kbps being the bitrate needed to encode a stream at the resolution 1920x 1080.

Discuss the pros and cons of services such as YouTube, Vimeo & Vine


There are many benefits to using sites such as YouTube, Vimeo and Vines as a platform for video sharing. These sites allow the user to upload their content either for user generated content or business; this can be promotional videos such as adverts or reviews of game for example. When comparing the two video sharing sites YouTube and Vimeo there are some key difference. The main benefit of YouTube being that there is a bigger audience watching YouTube videos rather than Vimeo. This is beneficial to companies like Warner brothers who use YouTube as a means to show their trailers, the larger audience’s means that more people are likely to see the trailer. Further the fact the video are uploaded to YouTube for free. This is appealing to companies as it lowers the cost for marketing their products/services to audiences and the fact that google now owns YouTube companies can embed their YouTube video into their website.

In comparison with YouTube, Vimeo has a much smaller audience then YouTube, with Vimeo being much less widely known. While this is a con for Vimeo, one of the major benefits to the site is that there is much less oversaturation of content being uploaded due to the paid service. This is a benefit as there is much less low quality content being uploaded to Vimeo unlike YouTube where anyone can upload their videos for free.

The major issue with YouTube is that it can be oversaturated with certain videos, with popular trends such as the AlS bucket challenge can lead to many trying to reap off the original video’s popularity. Another problem with YouTube is the fact that there are adverts on videos either through video advertisements or banners. These advertisements can be a problem With Vimeo there are no advertisements due to the paid service. One other benefit YouTube over Vimeo is that YouTube allows for unlimited uploads a day, unlike Vimeo that only allow a certain amount per plan.

Streaming vs download

When viewing digital videos, the choice between Streaming said video and downloading it arises. The two are both viable for use, with the own benefits and cons. Streaming has the benefit of being able to accessed on multiple devices with website either charging month (E.g Netflix) or showing shows for free (E.g YouTube and BBC Iplayer). You can watch these streaming on multiple devices and multiple devices at once for example using a family plan on Netflix watching a show on your phone and on a PC. Streaming does have a major issue however, as the higher the quality of the video the more bandwidth it requires to stream the video. This can be a problem as lesser broadband plans and smaller data’s may not be able to cope with the amount need leading to stuttering.

Download also has this issue as on lower speeds the longer the download takes however in the long run download is more data efficient in the long run due to the fact that the file is saved to the hard drive of the pc compared to streaming where there is no filed save so the video would have to be streamed again for multiple viewings. One of the issues with downloads is that with the majority of downloads you cannot watch the video till the download is complete however programs such as iTunes allow you to watch as it downloads. Once you have downloaded files it is always available and it can be transferred to other devices. Once it downloaded you do not have to conform to a time limit which streaming sites such as Netflix use (On Netflix you effectively rent the shows).

Streaming does no fill any space on device which is beneficial on devices such as mobiles which storage is much lower. Majority of media that is streamed is free, with sites such as YouTube.

Explain the role of DRM

DRM or Digital rights management is a form of piracy protection put into place to stop the unauthorized distribution of media such as digital video. DRM restricts how the user can distribute the content, and in general prevents any redistribution. With much more online piracy arising DRM was developed to combat this. Companies such as Apple implement DRM for the distribution of their music, in the case of apple to prevent people from downloading songs to the just cancel Apples music streaming service Apple music. For apple’s QuickTime player the DRM know as Fair play is used. Most of the content bought on ITunes contains the encoded Fairplay.


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