03.1 and are improving more over time. The creative


03.1 Understand the use of digital technology within the Creative Media sector 


1.1  – Describe the main types of employment status within the creative media sector

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Within the creative media industry, there are many advanced digital technologies that are being used and are improving more over time. The creative media industry uses many different types of media such as photography, digital graphics, animation, interactive media and may others. The advanced digital technology of today is used to capture, edit, record, present and distribute products.


Photoshop is one of the main forms of design technology within the creative media sector, along with Adobe Illustrator and many other software’s. It is predominantly used for marketing, advertising, and also used in independent creative business’ for example the company that I work with (Europasonoic) use this piece of software on a regular basis to create artwork for other companies.


Adobe Photoshop can be used for many different things such as art, photo manipulation, web design as well as many other things making Photoshop one of the most popular editing software’s around. There is lots of competition within the creative media software manufactures. Some are easier to access than others and the demand for programmes has pushed companies to create free software for people to access. This is mainly happening as companies such as Adobe charge quite a bit for their customers use their products. On the other hand, they might not be as good as the big named companies like Photoshop, In Design and Final Cut Pro. The free of cheaper companies make it easier for people to get into the industry and improve their artwork skills from a young age.


1.2 – Describe Key Intellectual Property and copyright issues, related digital technology and content creation


Intellectual property (IP) refers to creative work which can be treated as an asset or physical property. The intellectual property rights fall principally into for main categories; copyright, trademarks, design rights and patents.  


Intellectual property is a work or invention that is the result of creativity, such as manuscript or a design, to in which one has rights and for which one may apply for copyright or trademark, etc.


-Copyright can protect:


·      Literally works, including novels, instruction manuals, computer programmes, song lyrics, newspaper articles and types of database.

·      Dramatic works, including dance and mime.

·      Musical works

·      Artistic works – including paintings, photographs, collages, technical, drawings, maps and logos.

·      Layouts

·      Recordings, including sound and film.

·      Broadcasts of a work.


I have learnt that you should only copy or use a work protected by copyright with the copyrights owner’s permission. 


Copyright applies to any medium and this means that, no one is allowed to reproduce copyright protected work in another medium without permission. This includes, publishing photographs on the internet and making a sound recording of a book and so on.


The purpose of the copyright does not protect a person’s idea of a piece of work. On the other hand, in writing, copyright automatically protects it. This then means that you do not have to apply for copyright as it is already applied to the work.


A copyright protected work can have more than one copyright, or another intellectual property right connected to it. As an example, a music album can have separate copyrights for individual songs, sounds recordings and artwork. Whilst copyright can protect the artwork of your logo there is also the possibility of registering the logo for protection in terms of trademark. 


03.2 Understand the implications of covering technology on the workforce in a particular creative media industry.  


2.1 – Explain what is meant by ‘converging technology’ 


Converging technology is where existing is the process by which existing technologies merge into new forms that bring together different types of media and applications.  One technology can usually handle one medium such as communicating through telephone but with technology convergence, one medium can interact with more than one making it easier for people to more than one thing at once.


Smartphones are a great example of digital convergence as they provide different functions like how they have a camera, phone and access to the internet all rolled into one device. Years ago, the average mobile phone only had two purposes, to call and text people. As of today, the most basic mobile phone can do much more than that due to the improvements of technology over time.  Smartphones combine virtual technologies such as social media, applications, games, photography and video. Mobile phones also have built in cameras and mp3 players for music which now requires earphones showing the improvement in technology.


2.2 – Explain the impact of converging technology on the workforce within a specific Creative Media industry 


Covering technology has had a large impact on how workforce’s complete tasks due to the new and improved technology that is here today. If there were no computers and internet the area of work would not exist as it has become really reliable to everyone of today. Within my job role we all rely on computers as we are the creative team of the firm. As I do graphic design in my job I rely solely on computers and if there was not one there the whole design team would struggle to get any work done. Computers also help everyone complete other tasks than just what their job requires; this would have been a struggle 20+ years ago as the technology was not as strong and dependant then. 


In today’s time, we can have a face to face conversation with pieces of software such as ‘FaceTime’ and ‘Skype’. This is extremely helpful for people if they need to speak to someone who is far way or for companies to have conferences without arranging a time and place to meet. Due to modern technology things like communicating with someone has been made very easy for everyone to interact with each other over long distances.


03.3 – Know how converging technology has been exploited to reach new audiences and generate revenue


3.1 Describe the changing expectations of audiences and consumers within a chosen Creative Media industry  


Many people expect content to be designed for mobiles and also for tablets and websites. If they are not designed for these platforms then companies can expect not many consumers as the websites are not as compatible with what they want.  

3.2 Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue 

3.3 Describe examples of commissioning processes and funding opportunities in relation to converging technology