THD204 - TMA05 Part Three - Domestic Consumption of IT

It would be unwise to assume that present consumers will automatically convert to digital technologies just because the technology is available. People rarely make use of a technology just because it is there or use it for the purpose for which it was originally developed and marketed. "The way in which a technology is deployed is also determined by its user: this is not inevitable, built into technology or fixed" [1]. In the text he shows several examples of this one being; the video recorder in that the design intention was for people to watch films but users predominantly use it to time-shift programmes.

Currently, most people access the Internet using telephone lines (local loop), with their connection therefore narrowband and limited by time. The terms broadband and narrowband refer to the bandwidth, or data transfer rate, of the connection being used. Broadband access is typically defined in the range of 1.2 to 6.0 million bits per second which is well suited for most existing multimedia and envisaged VOD (Video-on-Demand) services. With advances in VLSI (Very Large Scale Integration) processor power has increased dramatically enabling digital compression algorithms to execute almost instantaneously thereby enabling transmission of compressed broadcast quality video over a variety of media, Internet (broadband), digital TV - satellite, cable and terrestrial. "Digital compression enhances and reinforces the technological innovations that have seen the growing convergence of previously discrete media and information technologies such as broadcasting, telecommunications and computing." [2]

The Future is Digital TV

Whilst traditionally the Internet is usually seen as a feature of PCs, the most likely area of Internet access growth will be through the television. "Digital television is threatening to become the principle means of getting online from home in the UK"[3]. NTL [4] and Telewest [5] digital cable subscribers already have high-speed Internet access in most areas with no need for additional hardware. ITVDigital (formerly OnDigital)[6] and Sky Digital [7] have or plan to have Internet services in the near future. To compound this, the government in the United Kingdom are seeking to be able to 'switch-off' analogue television before 2010[8] thus forcing all viewers to digital TV. Sky Digital is turning off the analogue service in September this year [9]. The number of households with digital TV is now estimated at 8 million - Sky 5.6 million, ITV Digital 1.2 million and NTL/Telewest 1.2 million [10].

Latest figures indicate that 7 per cent of all Internet access is though digital TV [11] The current crop of set-top boxes only have 28.8K modems (BSKYB and ITVDigital) which cannot access the high-speed channels of ISDN or ADSL. However several companies including BSKYB, ITVDigital and HomeChoice have plans for TV services down ADSL lines [12]. Tele2 and NTL have also announced plans to use their wireless networks to provide broadband Internet access [13].

Education and Training

Courses at present are inevitably text based with little media content due to the limitations of present speed restrictions of the dial-up modem across the Local Loop. The introduction of broadband will enable the presentation university and training courses in a full media rich environment across the Internet. With the roll-out of ADSL there will be many opportunities for educational and other training establishments to offer such services and thus investment should be made in making this possible.

Access and Inequality

Various studies have shown that there are several factors that have created an inequality of access to information technologies including income, education, age and gender.

Penetration of IT devices in lower income families is very low-level because of the expense involved. Although the price of computers has fallen dramatically, ownership is still out of the reach of many families in Britain today, and the ongoing cost of using the Internet excludes still more. The same is true of current digital TV services, high service costs involved in receiving cable television was given as the reason for not taking up the service by over 60% of households within areas where cable was available. [14]. "While media change in an increasingly market-led world will most certainly offer greater choice, it will be choice at a price and only for those who can afford it." [15]

The Government have made a policy statement promising affordable and equal access to broadband for all, [16] and OFTEL have made moves to speed up the roll out of ADSL by removing BT's monopoly of the local loops [17], it is likely that rural and outlying areas will be the last to reap the benefits. Recent developments on this front have seen two consortia offering to buy the Local Loop and exchanges then lease them back to BT [18], whether or not this would speed up the roll-out of ADSL remains to be seen.

Privacy and Security

Privacy and security of personal information such as bank account details is a concern amongst many households. Whilst it is predicted that the amount of e-commerce will grow dramatically in the UK in the next 12 to 18 months, one of the worries that keeps many people away is the risk that personal information or money will fall into the wrong hands. [19]. Research has shown that less than one third of British people with Internet access have bought anything over the Internet in the past year and that 46% of people worry about giving financial details online [20]. Investment in security systems will be vital in changing the attitude of the public.

Conclusion

We are rapidly moving towards a new era in communications that will see the convergence of broadcasting, computing and telecommunications. One of the advantages of this is with the introduction of digital TV people who do not own computers for whatever reason now have the ability to access the Internet, use email, use online shopping services and many more services. These services will be presented digitally via satellite, terrestrial, cable or broadband or any combination of them. If all goes to plan there will be no analogue TV in the UK after 2010.

The PC will still be the primary means of Internet access for many people, but with better set-top boxes capable of using broadband and more TV friendly Web sites, the set-top box will become the primary IT device for accessing and using information services in many households.

For many people already using digital satellite, digital terrestrial and cable services the TV has become an IT device with interactive services, eShopping and email. Whilst this might be exciting for some, others will view it with trepidation or disinterest and many will simply not be able to afford the cost of partaking in these services. I said at the start of this essay "It would be unwise to assume that present consumers will automatically convert to digital technologies just because the technology is available", this is only partially true since in 2010 everyone will be watching digital TV so in effect people are being forced to use the technology - Technical Determinism? Whilst this might be exciting for some, others will view it with trepidation or disinterest and many will simply not be able to afford the cost of partaking of these services.

Consequently I believe further investment in the technologies I have mentioned is vital to the future of IT in the home. Investment in Broadband Band and digital TV

References

[1] Hughie Mackay (1995a) 'Theorising the IT/Society Relationship', CDROM
[2] Roger Silverstone - Future Imperfect: media, information and the millennium - CDROM
[3] Daily Telegraph dotcomtelegraph supplement- Digital TV to pull ahead in access race - Thursday 26-Jul-2001
[4] www.askntl.com - visited 01-Aug-2001
[5] www.telewest.co.uk - visited 01-Aug-2001
[6] www.itvdigital.com - visited 01-Aug-2001
[7] www.sky.co.uk - visited 01-Aug-2001
[8] www.bbc.co.uk - visited 01-Aug-2001
[9] See 7
[10] www.dtg.org - Digital Television Group - visited 01-Aug-2001
[11 www.statistics.gov.uk - Internet Access Statistics Report for Jan - Mar 2001 - downloaded 30-Jul-2001
[12] www.groupbt.com/regulatory/response/prcdec00/Annexa2.htm Price Control Review - Annex a2 - Market Developments - Visited 6-Aug-2001
[13] See 12
[14] see 11
[15] Roger Silverstone: Future Imperfect: media, information and the millennium - CDROM
[16] Government Consultation Document - Digital Television and Interactive Services: Ensuring access on a fair, reasonable and non-discriminatory terms - March 1999.
[17] Access to Bandwidth: Proposal for action - Consultation document issued by the Direct General of Telecommunications in 1999
[18] Daily Telegraph - Suitor for BT's local network meets Oftel - Friday 3-Aug-2001
[19] See 11
[20] See 11

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