When choosing videos to rent, I have always enjoyed browsing the shelves of the rental stores. My children and I are huge movie fans, and enjoy finding a rare gem once in a while. Recently, we have become fans of Netflix, and this has changed our lives!
Netflix affords us the same luxury of browsing the shelves, only digitally. Each one of us is able to create a list of movies which we would like to see in the future. We also enjoy rating movies within the section allowed so that we can receive specific interest related suggestions from Netflix. This has increased our rare gem viewing, since some of the suggestions were unknown to us or simply not available in our local rental store. Using a specific genre and age range guide also provides us with more valuable returns on our search. Not to mention the ability to sit on our couch and choose an instant view of a movie!
So, when this assignment mentioned renting a video, I immediately went to Netflix to find the titles recommended. I believe four of the titles were available, and after reading the reviews and seeing the ratings which most closely match my interests, I chose to view Total Recall.
This project closely relates to my final project of choosing an antiquated technology. Video streaming for educational purposes as well as for entertainment has taken over the DVD industry. So apparent is this, that when I do enter a video rental store, it is usually to purchase a video at a dramatically reduced price. Much like iTunes overtook the CD music industry, so is video streaming taking over the DVD rental and purchase industry. But is this an example of a Red Queen? I believe it is. Because of the awareness of the competition, rental stores are no longer maintaining as large a supply of movies. The dumping of their inventory at significantly reduced rates illustrates the move towards the digital download or viewing of the videos. Though Netflix has been an option for many years, I myself have just recently become a member, and upon viewing the leading rental store in our area, Blockbuster’s site, I found that they too have moved to a mailing distribution subscription policy which offers in store return. Following the form of Netflix, Blockbuster offers the uploading option for immediate viewing through TiVo. This limits the users to the TiVo audience. While Netflix offers similar programming through Xbox Live, the option for viewing through any network connection is available. Limiting the users to specific hardware may end up limiting their audience. So, when looking at these competitions to move forward, the Red Queen comes to mind. As Blockbuster, and other video rental or sales institutions look to the future, they know they must keep up the pace with those streaming live and on demand. Even the cable providers are aware of the “on demand” aspect of consumers when choosing viewing options.
As McLuhan’s tetrad is concerned, I believe that this is still reminiscent of the past, viewing movies through a tool which allows the consumer the power to not only choose the media, but the time of viewing.
Cheng, J. (2009, January 27). Streaming video cannibalizing DVD rentals, says Netflix. ARS Technica. Retrieved November 16, 2009, from http://arstechnica.com/media/news/2009/01/streaming-video-cannibalizing-dvd-rentals-says-netflix.ars
Dubner, S. J. (2009, November 16). What Are the Lessons of the Blu-Ray/HD-DVD Battle? A Freakonomics Quorum. New York Times. Retrieved November 16, 2009, from http://freakonomics.blogs.nytimes.com/2008/03/04/what-are-the-lessons-of-the-blu-rayhd-dvd-battle-a-freakonomics-quorum/




