COURSE MATERIAL

Subject Code: BAITBUSL

Course Title:
Course Description:
I.T. Application Tools in Business
This course is designed to introduce students to the world of computers
and software applications. This course will provide them a solid
foundation on how to build a strong and useful knowledge of Information
Technology.

No. of Units/Hrs.: 4 hours

Class Schedule: Synchronous & Asynchronous via NU RASL

Course Learning Outcome:

At the end of the course, the student must be able to:

1. Examine in detail the enterprise systems modules and architecture.

2. Understand the effects of a well-designed architecture on ERP implementation.
3. Know the various types of ERP architectures and the related benefits and drawbacks of each
architecture.
4. Learn about the Service Oriented Architecture and its impact on ERP systems.
5. Learn about cloud architecture and its impact on ERP systems.

Instructor: Mr. Jay-Arr C. Tayao, LPT, MIEE, MIT

Contact Information: jatayao@national-u.edu.ph

Topic/Module 8: TECHNOLOGY IN THE ENTERTAINMENT INDUSTRY

• Entertainment industry
• Impacts of technology in the entertainment industry
• Application of technology in the entertainment
• Possible ERP modules for entertainment industry

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 MODULE 10: TECHNOLOGY IN THE ENTERTAINMENT INDUSTRY

I. Pre-test / Activity:

How Azure is innovating the Media & Entertainment industry

In this video, get a sneak peek into media's cloud-powered future. Learn more about Microsoft
Azure's vision for the Media and Entertainment industry as well as how Microsoft and key
partners are modernizing media production and distribution.

https://www.youtube.com/watch?v=n3fRYmbqkEc

II. Learning Outcomes:

• To know more about entertainment industry
• To identify the Impacts of technology in entertainment industry
• To understand the Application of technology in entertainment industry
• To learn about possible ERP modules for entertainment industry

III. Content:

Technology Trends Transforming Media and Entertainment Industry

With consumers increasingly becoming multi-

device, multi-platform users, brands must
know exactly where their target audience
spends their time and why. New channels and
devices are becoming central to the enter-
tainment habits of consumers, but traditional
channels like broadcast TVs still play a crucial
role in an effective end-to-end marketing
strategy.

Content is a major role player in the media industry in every aspect, from concept develop-
ment and licensing to figuring out how people consume their favourite music and videos, and
so on. Advancements in cellphones, cameras, rendering software, computing processors,
smart TVs, earphones/headphones, advanced sound systems and wireless have transformed

SM Baliwag Complex, Dona Remedios Trinidad Highway, Brgy. Pagala, Baliwag, Bulacan
(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph
the media and entertainment industry by enabling the building and transmission of great con-
tent. Artificial intelligence (AI), augmented reality and virtual reality (AR and VR), blockchain
and other such technologies have further helped improve content delivery, leading to an ex-
plosion in the growth of streaming services.

High-speed Internet, falling costs of content creation and ease of reaching out have changed
the way of interaction between content creators and consumers. Streaming has become the
primary revenue driver for both music and video, altering how the industry and artists deliver
media to fans. This has led to a shift in consumer behaviour and technological advancements
with rising importance of data and its ability to alter creation and delivery of all media types.

Evolved audience engagement

Over-the-top (OTT) content is audio, video and other media delivered over the Internet with-
out the involvement of intermediaries. OTT platforms continue to flourish as advertising and
subscription-driven revenue models for branding and marketing of products. Creators can
now determine how their content is being used, sold and distributed specifying details of Intel-
lectual Property (IP) transfer, copyright terms and so on.

Digital currency-based mechanisms are expected to completely transform revenue channels

of the entertainment industry. Through dedicated blocks run by service providers, audiences
can ensure their payments directly reach the artists. This is beneficial for the recorded music
industry, because revenues increase at a fast rate here.

Streaming drives the growth of digital distribution, creating more opportunities for independent
artists. With streaming, it is possible to listen to ten million songs by paying the price of one
single digital album download. Music fans are taking full advantage of this by subscribing to or
downloading applications that provide such services.

Most importantly, technology is continuously evolving to improve consumer experience in the

media and entertainment sector, from enhancing search abilities to providing increasingly
personalised and curated content delivery.

People want content on demand, customised to their interests and accessible anytime, any-
where they want. They are demanding greater access to data to carry that content. This de-
mand will change the way data is packaged and sold. Just like our phones increasingly de-
mand more space for photos and video, mobile providers will need to provide more space and
fast computing processors to access the content that is being offered.

e-Sports viewers are a desirable population for marketers, as this demographic is propelling
the sports’ broadcasts towards established, mainstream media channels. Portability of
smartphones with impressive screen resolutions and good Internet speed are playing a major
role in future online entertainment.

SM Baliwag Complex, Dona Remedios Trinidad Highway, Brgy. Pagala, Baliwag, Bulacan
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Transformations owing to technological advancements

Power of the Internet coupled with blockchain technology has changed the way problems of
ownership and proprietorship are tackled by distributors and institutions over their content da-
tabases. AR and VR technologies have helped create varied experiences from story-driven
content to spectacularly rendered stories to experience-driven entertainment. AR and VR
combine real-world elements with virtual ones for compelling results. Pokémon Go and Ready
Player One are two perfect examples of AR in action.

Top segments in the entertainment and media industry (Credit: www.hiddenbrains.com)

Innovations in voice technology hold the potential to alter how consumers search for and lis-
ten to music. Machine learning and AI will increasingly penetrate the media industry as the
analytical sector develops innovative solutions to make data input actionable. Advanced ana-
lytics are used to make content compelling, personalised and transparent.

Algorithms deliver content in a personalised manner. For advertisers, this offers the chance to
precisely target audiences based on the media they consume, increasing the chance of con-
version.

Cloud infrastructure management solutions help media companies scale capacity, and ad-
vanced analytics allow them to anticipate demand for advertising inventory.

Technologies are emerging every month to help media companies accelerate their data-
driven journeys. Access to smart technologies has grown on a wide range of products such
as smart speakers, smartphones, connected homes and connected cars. This allows people
to stay online anytime, from anywhere, and stream unlimited music, video and read books till
they have Internet connectivity. This has also increased the demand for data to alter creation
and improve delivery.

Facial recognition enables certain apps to detect a face, recognise facial features and create
a 3D mesh that overlays the image over specific coordinates on the face, moving with it. Peo-

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ple can pose and take a photo of themselves with the features of a cat (ears, whiskers, tail,
etc) blended somewhat seamlessly over their features. More recently, such apps have begun
to provide the option of recognising features in a photo, and then using that as the overlay or
to create a 3D animation.

AI and blockchain changing the way companies handle digital content

Digitalisation is rapidly changing the way content is created and delivered. Hence, media and
entertainment businesses need to manage their IP safely. Blockchain offers a unique ap-
proach to store content and related assets, make transactions and establish trust. It provides
proof of ownership, and can simplify and automate existing royalty payment processes based
on consumption (streaming).

Emerging technologies transforming the entertainment and media industry (Credit:

www.hiddenbrains.com)

AI is making the process of creating new content significantly more efficient for businesses,
publications and online creators. Forbes uses a bot named Bertie that recommends article
topics for contributors based on previous output.

Similarly, AI can be used to quickly create new ads and movie trailers, automated subtitling
and streamline pre- and post-production processes, making all steps involved more cohesive,
less costly and faster. With the use of AI, behavioural data and facial recognition ads have
become so personalised that every ad out there is directed at a specific buyer persona.

Advances in AI-assisted localisation processes will pave the way for a larger number of inter-
national language content versions being generated than ever before. AI can be embraced
wisely to reduce cost and achieve faster time-to-market for a large volume of content. It will
be increasingly used to review existing media libraries to enable faster content discovery and
create new sources of revenue.

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Behaviour of non-player characters in video games is one well-known example of AI algo-
rithms at work. AI tools and technologies such as facial, speech and object recognition are
also changing the way players participate in games, from avatars that reproduce a player’s
movements on the screen to fully immersive AR environments.

To win on the content and distribution front, media companies are using various technologies
and concepts such as Big Data, AI and blockchain, aiming to predict and create content that
consumers want, personalise it as per their preferences, optimise streaming to provide a
seamless user experience and also manage transactions in a transparent manner.

Players are primarily adopting one of the three models: paid access to premium content with
the rest of it free, subscription-based and advertisement-driven.

Role of hardware technology

Quality and rendering require increased computing capabilities and significantly increase de-
mand for data storage, processing and analysis capacity. Technological advances have com-
pletely changed consumer expectations. These have also enabled content developers to
bring their wildest and most innovative ideas to the screen. Dolby sound systems, high-
resolution motion cameras and high-end rendering software have revolutionised 3D and 4D
cinema experiences.

High-resolution displays have enhanced the viewing experience. Customers now want cus-
tomised products (namely, playback options, colour, control options, etc) as per their require-
ment.

LED and OLED technologies have improved the quality and lifespan of screens. Screens
have shrunk from auditorium-sized movie screens to living-room TV screens, PCs, laptops,
tablets and, finally, phones and watches. The phone is the ultimate personal screen. It gener-
ates a ton of data that is analysed and put to use by customers.

Increase in bandwidth in network infrastructures requires all associated components within a

network to be compatible. Henceforth, demand on the switch, which distributes all packets
accordingly, is increasing enormously. Media technology services demand a guaranteed and
therefore reserved bandwidth. Routing components must guarantee this on all ports and their
internal backbone in the media entertainment industry. Media technology is increasingly be-
coming a discipline for the IT world, as it requires basic understanding of AV equipment.

Moving forward

Technological evolution has supported greater digital ad consumption and personalisation

from desktops and iPads to mobile and voice-based assistants, with AI, AR and VR likely to
follow. Advertising on social media, especially using video, has become one of the fastest

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(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph
drivers of growth, because small and medium businesses have been increasingly using these
formats.

Other hot spots for media growth include e-books, digital music, broadcast and satellite TV,
and video games that can be PC- or app-based, and so on.

With consumers increasingly becoming multi-device, multi-platform users, brands must know
exactly where their target audience spends their time and why. New channels and devices
are becoming central to the entertainment habits of consumers, but traditional channels like
broadcast TVs still play a crucial role in an effective end-to-end marketing strategy.

Social media services are also investing in long-form video platforms and looking more at
music licensing, ultimately to upgrade social media to a one-stop entertainment hub for users.

How Technology Is Changing the Entertainment Industry

Technology has been on a steep rise. New hardware, software, and systems are coming up
each day. Many firms deal with
technology, and recently, the
number has significantly increased.
The entertainment industry highly
depends on technology. Every piece
of musical or visual art needs to be
captured by specific equipment
designed for that job. For the
customers to get access to the art,
they have to find the right device to
play or watch it. Some use even
Jailbreak the platforms to enjoy
unlimited access. With more and
more advancements, it has
continued to change and better methods of capturing and showcasing entertainment.

Here is how technology is changing the entertainment industry:

Music Industry

The music industry has shown vast improvements with the rise of technology. If you compare
the qualities of music from 10 years ago and the music now, you will notice that the audio
quality is different. If you went further back, the change is more noticeable. This is because
audio engineers are still thinking of ways to improve the quality of music. The microphones
that are being made and techniques being used capture the recordings artistically. After the
recording, the files are processed by hardware or software to clean, enhance, and set it to

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(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph
safe standards. Each of the equipment is being improved, and the quality of music is only set
to go higher.

Film & TV

Many people watch television all over the world. New TV sets are being manufactured to im-
prove the viewer’s experience. Their size has reduced by so much within a short time, but
their functionality has been significantly boosted. Cameras, microphones, and other equip-
ment used in the film and TV industry are being made with better capabilities to capture, edit,
and broadcast the content. The quality of video content has considerably improved. This kind
of entertainment is not only accessed from a TV set but also accessible via the internet as
well. Technological solutions have made this industry portable.

Social Media

Social media has created a platform where individuals or businesses can share their
thoughts, pictures, videos, and audio content. Phones and tablets are getting sleeker and
more powerful. This makes the developers upgrade social media applications to fit the stand-
ards of the new technology. For example, WhatsApp did not have a status page a while back,
but you can now post pictures and videos to be viewed for 24 hours. This can also be used to
advertise or publish any type of entertainment. The entertainment has improved through so-
cial media because it has provided a platform to market and promote content.

The Impact of Today’s Technology on Art and Entertainment

Technology has greatly shaped the art and

entertainment industry over the recent past,
skyrocketing the industry to new levels and
giving it a wider coverage than ever before.
This has become a center of interaction for
both producers of arts and entertainment
and the consumers of the content. The
internet is a one vast platform that has made
this change real in every sense, making the
two gain more influence on people than ever
before in the history of humankind.

The world of entertainment has grown tremendously, and it can teach us as well as entertain
us. Today, broadcasting is the most important form of popular entertainment. But now it is
challenged by still newer inventions. Video playback and recording equipment make it possi-
ble for home viewers to buy or record their favorite shows. Many classic movies are already
available for home viewing. This new equipment may encourage many viewers to spend few-

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(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph
er hours watching network offerings of situation comedies and action dramas. And now, we
can record, transfer, and produce our own videos using cellular phones.

The internet offer entertainment on almost all particular interests- music, news, and special
information such as stock markets, weather, and social networking. These sources are made
available to us faster than ever, as fast as the stun gun effects. We can update on news even
before they get broadcasted on TV through the different websites on the internet.

Never in recorded history have Entertainment and arts been so important in the lives of so
many people. Modern inventions such as the internet have put nearly every person within
reach of music and drama all day, every day, at home, and away from home. The internet has
also made it possible for people not just become viewers but also the performers themselves
as they are able to upload their own videos on different sites. The future of entertainment and
arts is taking shape through technology and the people themselves.

Sourced From: http://ezinearticles.com/?Impact-of-Technology-On-The-Field-of-Arts-And-

Entertainment&id=5019787

Being a part of the contemporary technology, electronic media has by far facilitated not only
arts, but has also influenced the reception of music (as part of entertainment) by the society in
large proportions. Although some of these technological advances might have negatively im-
pacted the art of music which is central to current day entertainment, it has on the other hand
propagated entertainment’s spread and acceptance.

About 50% of adults participate in art activities through both live attendance and electronic
media. Half of all U.S. adults neither attend live events nor use media to engage in arts activi-
ties. Arts participation through media appears to encourage live arts attendance. …it can
connect people from diverse backgrounds to artworks that otherwise might not be available to
them. Electronic media can be a gateway to greater arts participation.

Auto-tune in the Music Industry-Auto-tune uses a mathematical trick involving autocorrelation

functions to correct sound waves. Basically… Auto-tune unquestionably degrades the art of
singing, largely because it makes pitch control a matter of a few mouse clicks rather than a
challenge that took years to master. Now image is all it takes to make a successful artist, in-
stead of talent.

Sourced From: https://prezi.com/d42erpslo94r/effects-of-technology-on-entertainment-today/

As much as technology has promoted both art and entertainment, its effects are far reaching
on the side of arts, proving to be a real obstruction to its success. Majority of arts’ organiza-
tions are concerned over the continued disruption of the industry by the current technology.

The arts organizations represented in the survey tend to agree with the notions that the inter-
net and social media have “increased engagement” and made art a more participatory expe-
rience, and that they have helped make “arts audiences more diverse.” They also tend to

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(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph
agree that the internet has “played a major role in broadening the boundaries of what is con-
sidered art.”

Yet at the same time, the majority of arts organizations surveyed also thought that mobile de-
vices, ringing cell phones and texting create “significant disruptions” to live performances, and
that technology contributes to an expectation that “all digital content should be free.” Survey
respondents were split regarding their opinions of whether technology had negatively impact-
ed audience attention spans for live performance, but they uniformly disagree that it has “di-
luted the arts” by opening new pathways to arts participation and arts criticism.

Despite comments in open-ended responses, only 35% of respondents agree with the state-
ment that the internet has shifted arts organizations’ focus towards marketing and promotion,
and even fewer (22%) thought that the internet and its endless offerings are leading to a de-
crease in attendance at in-person events.

Sourced From: http://www.pewinternet.org/2013/01/04/section-6-overall-impact-of-

technology-on-the-arts/

IV. Activity

Create your 5-10min. flip grid video vlog about:

4 Tech Trends Shaping the Future of Media and Entertainment

1BSA-ACT101: https://flipgrid.com/1875823d joining code: 1875823d

1BSA-ACT102: https://flipgrid.com/98770f16 joining code: 98770f16
V. References:
https://www.youtube.com/watch?v=n3fRYmbqkEc

https://www.electronicsforu.com/technology-trends/technology-trends-transforming-media-entertainment-industry

https://www.inphormationdesk.org/2019/12/how-technology-is-changing-the-entertainment-industry/

http://openaidregister.org/impact-todays-technology-art-entertainment/

http://ezinearticles.com/?Impact-of-Technology-On-The-Field-of-Arts-And-Entertainment&id=5019787

https://prezi.com/d42erpslo94r/effects-of-technology-on-entertainment-today/

http://www.pewinternet.org/2013/01/04/section-6-overall-impact-of-technology-on-the-arts/

SM Baliwag Complex, Dona Remedios Trinidad Highway, Brgy. Pagala, Baliwag, Bulacan
(+63) 927-533-0342 – (+63) 923-949-5265 admissions-nubaliwag@nu.edu.ph