Electronic Media Management Class

Electronic Media
Management
BRO632 | Thursday | 06-10 pm
MOHD “BOB” AZHAR ISMAIL
Class 001/Sept 2012
Universiti Teknologi MARA
Thursday, September 13, 2012

Electronic Media?

It’s here!!!

Electronic media are media that use electronics or electromechanical
energy for the end-user (audience) to access the content. This is in
contrast to static media (mainly print media), which today are most often
created electronically, but don't require electronics to be accessed by the end-
user in the printed form. The primary electronic media sources familiar to
the general public are better known as video recordings, audio
recordings, multimedia presentations, slide presentations, CD-ROM and
online content. Most new media are in the form of digital media.
However, electronic media may be in either analog or digital format.
Although the term is usually associated with content recorded on a storage
medium, recordings are not required for live broadcasting and online
networking.
Any equipment used in the electronic communication process (e.g.
television, radio, telephone, desktop computer, game console, handheld
device) may also be considered electronic media.
Source: Wikipedia

MANAGEMENT?

man·age·ment
/
ˈmanijmənt/
Noun:
1. The process of dealing with or controlling things or people: "the
management of deer".
2. The responsibility for and control of a company or similar organization:
"the management of a newspaper".
Source: Dictionary.com
Management in Electronic Media is where we
managed and control the workﬂow of task and system
while maintaining the process to avoid disturbance to
the force.
Source: unknown

ORIGINS OF
ELECTRONIC MEDIA

Deﬁnitely not this type of origin

THE NEED OF COMMUNICATING

The desire to communicate is a
part of being human. We have
always needed to express ourselves
but it took a long time before we
could do so successfully.
Source: Electronic Media: Then, Now, And Later. 2nd Edition
ISBN 978-0-240-81256-4

About 100,000 years
ago, we developed the
capacity to communicate
using speech.
ISBN 978-0-240-81256-4

About 40,000 years
ago, we drew
pictures on the walls
of caves.
ISBN 978-0-240-81256-4

Through the ages, we’ve used various systems to send
messages like smoke signals, semaphores (ﬂags), pigeons,
and human messengers, each of which had its own
advantages and disadvantages.
ISBN 978-0-240-81256-4

Question:
What are the disadvantages of the said
method of communication mentioned?

As we became more verbal and
communicative and each person’s
sphere of contacts expanded, efforts
to communicate became more
sophisticated.
ISBN 978-0-240-81256-4

Writing came into
use about 5,000 to
6,000 years ago.
With written
language, we no
longer had to rely
solely on memory.
ISBN 978-0-240-81256-4

4000BCE, in Ancient NearEast, people were writing onclay tablets, which wereportable and durable recordsof transactions andobservations.
Around 3000BCE, the
Egyptians used the ﬁbrous
plant papyrus as a type of
primitive paper.
At the time, a form of
picture writing called
hieroglyphics evolved.
Ancient History
About 2000BCE, the Egyptians
developed an alphabet of 24characters.
ISBN 978-0-240-81256-4

Mid fifteenth century, Johannes Gutenberg, a metal worker in Europe,
developed a system to print multiple copies of an original page using a
system of movable type. Using a modified wine press, Gutenberg printed
pages for books by putting together individual letters. The letters were then
coated with ink and pressed onto paper using the press. The result was a
printed page that could be duplicated many times with high quality and low
cost. For the first time, one individual with a printing press could reach many
people with high-quality copies of a book or newspaper.
Chapter 1: Tuning in to Electronic Media 3
There’s evidence that as early as 4000 BCE people were
writing on clay tablets, which were portable and durable
records of transactions and observations. One thousand
years later, the Egyptians used the fibrous plant papyrus
as a type of primitive paper. At the time, a form of pic-
ture writing called hieroglyphics evolved. About 2000 BCE,
the Egyptians developed an alphabet of 24 characters. In
the western United States, early Native Americans carved
pictographs in rocks to show others what they saw and
how they lived their lives.
In the middle of the fifteenth century, Johannes
Gutenberg, a metal worker in Europe, developed a sys-
tem to print multiple copies of an original page using
a system of movable type. Using a modified wine press,
Gutenberg printed pages for books by putting together
individual letters. The letters were then coated with ink
and pressed onto paper using the press. The result was a
printed page that could be duplicated many times with
high quality and low cost. For the first time, one individ-
ual with a printing press could reach many people with
high-quality copies of a book or newspaper.
In 1844, Samuel F. B. Morse developed a system of com-
munication that used electricity and allowed people
to send messages over long distances almost instan-
taneously. The invention—the telegraph—could send
messages from one source point to other points using a
system of dots and dashes—short on/offs and long on/
offs to spell out words one letter at a time. The telegraph
worked well as long as the distant point had the equip-
ment and a skilled operator to receive and translate the
coded message into words. Twenty-two years later, in
1876, Alexander Graham Bell invented the telephone,
a device that then (as now) only required a person to
speak into the mouthpiece. Both of these inventions
were designed to facilitate person-to-person (or one-to-one)
communication over distances.
FIG. 1.3 Native American pictographs from a rock wall in Arizona. Photo
courtesy Lea Parker.
SETI, which stands for search for extraterrestrial intelligence,
took over this function for the National Aeronautics and Space
Administration (NASA) when a budget crisis caused NASA
support to be withdrawn. SETI is a nonprofit organization that
monitors the radio spectrum for signals from other star systems
in the hopes that it will hear a radio signal from intelligent life
on another planet. It uses a huge receiving station located in
FYI: Human Desire to Communicate with Aliens
FIG. 1.4 The first printing press was built in the fifteenth century.

In 1844, Samuel F. B. Morse developed a system of communication that used
electricity and allowed people to send messages over long distances almost
instantaneously. The invention—the telegraph—could send messages from one
source point to other points using a system of dots and dashes—short on/
offs and long on/ offs to spell out words one letter at a time.

In 1876, Alexander Graham Bell invented the telephone, a device that
then (as now) only required a person to speak into the mouthpiece. Both of
these inventions were designed to facilitate person-to-person (or one-to-one)
communication over distances.

As books and newspapers became popular,
the practice of communicating to many
people at once became common.
This one-to-many model of communicating was
not a balanced two-way model, however. The
audience (the many) could possibly
communicate back to the sender, but this
communication, known as feedback, was
limited.
As such, the one-to-many model became
known as mass communication. The mass
media constitute the channel that uses a
mechanical device (e.g., a printing press) or
electronic device (e.g., broadcast transmitter)
to deliver messages to a mass audience.

The information source (a person) uses a transmitter (a telephone) to send a signal
through a channel (telephone wires) that is received by a receiver (another telephone)
and then heard at the destination (a person). In mass communication, the information
source (say, a weathercaster at a television station) uses a broadcast television
transmitter to send a signal using broadcast waves through the air (channel) that is
received by a television receiver and then seen and heard by the viewer (destination).
Additional concepts, such as noise that can interfere with the process, were added to the
model to make it more generalizable.
Information
Source
Transmitter
Noise
Source
Channel
Information
Source
Transmitter
Shannon and Weaver Mathematical Model
known also as a linear model
Signal Received
Signal Message
Source: Based on Shannon & Weaver, 1949.

Schramm and Osgood (Schramm, 1954) used a simpliﬁed model to explain
communication. Using only three basic elements—a message, an encoder, and a decoder—
this model demonstrates the reciprocal nature of communication between two people or
entities. It shows how communication is a two-way process in which the participants act as
both senders and receivers of messages.
Schramm–Osgood Communication Model
Source: Based on Schramm, 1954.

In an attempt to create a model to
explain mass communication,
Schramm (1954) used one source
to represent an organization that
s e n d s o u t m a ny i d e n t i c a l
m e s s a ge s t o t h e a u d i e n c e
composed of many individual
receivers, who are connected to
groups of others and pass along
information about the messages
from the initial receiver. The
dotted lines in the model represent
feedback from the receivers,
which is delayed and not explicit.
The organization must then infer
the meaning of the feedback (such
as ratings for a program) and act
accordingly.
Schramm Mass Communication Model

Radio

RADIO
In the early twentieth century,
Guglielmo Marconi developed radio
telegraphy, which could send a signal
from point to point. This technology was
similar to Morse’s telegraph but without
the wires. Soon after radio telegraphy
became viable, other inventors produced
a system for transmitting the human
voice and other sounds, such as music.
Radio signaled the beginning of
broadcasting and eventually the start of
commercial electronic media. Newspapers,
magazines, clubs, and even schools
promoted radio and stimulated interest
in the new medium. In the late 1920s, the
fascination with radio grew as music and
other programs hit the airwaves.

RADIO
Radio enjoyed its place as the only
instantaneous and electronic medium for
over 30 years. During this time, it
developed most of the programming
formats (some of which were later used
for television), enjoyed ﬁnancial success,
and was a mainstay in American culture.
Radio’s stature changed after World War
II, when television broadcasting got off
to a roaring start. Many of the popular
shows on network radio shifted over to
television, providing the new medium with
an audience already familiar with the
program.

RADIO in Malaysia
Source: 1.Thesis- by Muhammad Pauzi Bin Abd Latif UPM -2005
2. http://hweiming.blogspot.com
Malaysia was one of the earliest British
colonies to operate a radio broadcasting
service. However, the British government did
not show much interest in radio in its early
stage of development (Asiah Sarji, 1994)
A m a t e u r s e l e c t r i c c o m p a n i e s ,
telecommunication personnel, and radio
enthusiasts were among those who started
the ball rolling.
In 1921 A.L Birch, the chief electrical
engineer of the Johore state government,
experimented with a Peto Scott type of
wireless set obtained from overseas (Malay
Mail July 30 1921). In 1923 he formed the
Johore Wireless Society, which triggered the
formation of nearly one dozen radio societies
throughout Malaya. News music, and songs
from the phonograms were among the ﬁrst
programmes broadcast.
In 1931, the Kuala Lumpur Amateur Radio
Society (KLARS) acquired its own transmitter
a crystal controlled “Marconi S3A” through
government channels and begun broadcasting
using it in May 1931.
The Post and Telegraphs Department of the
Federated Malay States (FMS) was
responsible once again for providing the new
equipment to the amateurs. In 1933 more
permanence was given to the amateurs when
they were allocated space to construct a
studio next to the transmitting room at
Petaling Hill, Kuala Lumpur.
Sir Shenton Thomas who opened the Studio of
Broadcasting Corporation of Malaya and its
transmitter at Caldecott Hill, Singapore, on
11th March 1937. The British Broadcasting
Corporation of Malaya was then taken over by
the Straits Settlement and became a part of
the British Information Ministry better
known as the Malayan Broadcasting
Corporation.

RADIO in Malaysia
The broadcasting facilities came in handy
for the Japanese during their occupation of
three years and eight months. They used
the existing radio channels in Penang,
Malacca, Kuala Lumpur, Seremban and
S i n g a p o r e t o t r a n s m i t J a p a n e s e
propaganda.
After the Japanese surrender, the British
military administration took charge of
broadcasting. On April 1, 1946, the day the
Malayan Union came, the government
setup the Department of Broadcasting or
Radio Malaya (Glattbach & Balakrishnan,
1978: Sarji 1994).
On 1st April 1946, the Department of
Broadcasting was established in Singapore.
When emergency, caused by the outbreak
of social riots was declared in 1948, it
became necessary to further enhance and
develop radio services.

RADIO in Malaysia
In the early 50's, broadcasting activities in
Malaya were operated from its temporary
studio in Jalan Young (now know as Jalan
Cenderasari) in Kuala Lumpur and later in
1956, were moved to the Federal House, Kuala
Lumpur. It was here that broadcasting in
Malaysia grew with the establishment of
several stations throughout the country
including Sabah and Sarawak. Commercial
advertisements were ﬁrst aired on radio in
1960. This became a new source of revenue
for the Government. An interesting point to
note is that 'deejays' began to use the
i n t r o d u c t i o n " I N I L A H R A D I O
MALAYSIA" (This is Radio Malaysia) to greet
listeners at the very ﬁrst time Malaysia was
formed in 16th September 1963.

Television

In its early stages of development, television employed a combination of
optical, mechanical and electronic technologies to capture, transmit and
display a visual image. By the late 1920s, however, those employing only
optical and electronic technologies were being explored. All modern
television systems relied on the latter, although the knowledge gained from
the work on electromechanical systems was crucial in the development of
fully electronic television.
he concept of electrically powered transmission of television images in
motion was first sketched in 1878 as the telephonoscope, shortly after the
invention of the telephone.
Television
John Logie Baird FRSE (13 August 1888 – 14 June 1946)
was a Scottish engineer and inventor of the world's first
practical, publicly demonstrated television system, and
also the world's first fully electronic colour television tube.
Particularly in Britain, many historians credit Baird with
being the first to produce a live, moving, greyscale
television image from reflected light. Baird achieved this,
by obtaining a better photoelectric cell and improving the
signal conditioning from the photocell and the video
amplifier.
Source: Wikipedia

Please read up the rest on Television History and
about John Logie Baird in Wikipedia
Television

Television in Malaysia
Broadcasting further carved another
milestone when Television services (Radio
Televisyen Malaysia) were introduced on 28
December 1963 from its temporary studio at
Dewan Tunku Abdul Rahman, Jalan Ampang.
The opening was done by the Prim Minister
Tuanku Abdul Rahman at 6pm and the ﬁrst
person who appear on the TV Screen was
9 M 2 R I ( R a j a I s k a n d a r ) w i t h t h e
establishment of one TV network, Saluran 5
TV Malaysia
At that time the transmission was from
6.00pm to 9.00pm on the week days and on
weekends from 6.00pm to 11.00pm. Initially
its area of coverage was conﬁned only to the
capital city. Later between 1964 and 1965, the
nation witnessed the greater expansion of TV
transmitters.

Broadcast operations then moved office to
Angkasapuri Complex which began its
telecast on 6th October 1969.
Radio and Television were merged under the
Ministry of Information. The growth of the
first channel, Rangkaian Satu encouraged the
second channel to be established on 17th
November 1969.
In 31st December 1978, colour TV was
introduced and on 1st January 1982, Full
colour broadcast transmission was
introduced. Whereas, East Malaysia received
their first broadcasting programmes in 1971
(Sabah) and 1975 (Sarawak).
The first private commercial broadcasting station was established in June 1983 by Sistem
Televisyen Malaysia Berhad and was named as TV3. This was the decade of privatisation. It all
began with the shifting to new administration from the former Prime Minister Tun Hussein
Onn’s to the new administration of Tun Dr. Mahathir Mohamad. This new administration’s firm
belief in privatisation sped up the establishment of many private broadcasting stations.

Current Television Station
Radio Televisyen Malaysia
AlHijrah Media Corporation
Worldview Broadcasting Channel
(Malaysia) Sendirian Berhad
Asia Media
Media Prima
Astro
DETV
Fine TV
Hyppen.wikipedia.org.TV
UniFi
Vision Four
and many Internet TV

Other Electronic Media

Origins of Internet

These guys may not be the internet creator but German scientist during the war contributed so much of today’s technology.
Vacuum tube for 1st generation computer was developed right after the war to calculate
ballistic trajectories and in 1952, UNIVAC was used for election coverage
1939-1945

Counter Intelligence brought up the pace in creating many technological
breakthrough in electronic media and a franchise of 007.
1947-1991

After Soviet Union launched Sputnik satellite, Advanced Research Projects Agency (ARPA)
was formed in 1958 to manage and direct research to strengthen the military.
In 1966, MIT Professor Bob Tyler hired a team to link up 3 computers he worked on. The
team realized the 3 computers needed Interface Message Processor (smaller computer
inside) to translate data.
Two years later, National Science Foundation took over ARPANET and people began to refer
it as the "INTERNET"
Internet

In 1971, Raymond Samuel Tomlinson created electronic messages that could be
sent to "mailboxes" on separate computers and the rest is history.
By combining TCP/IP, hypertext and domain name system to create hypertext
markup language (html), Tim Berners-Lee created the WWW.
Up to early 1990s, only government and universities are allowed to use internet.
In 1992, US Govt privatized the internet allowing individuals and corporations to
proﬁt from use.

Internet in Malaysia
Source: 1.Malaysian Journal of Library & Information Science, Vol 6 no 2 Dec 2001” 1-19
2.www.apnic.net. Issue 9. February 2004
3.www.internetworldstats.com/asia/my.htm . 24 June 2010
The story of the commercial internet in
Malaysia began in 1990, when Malaysian
Institute of Microelectronic System (MIMOS)
launched JARING (Joint Advanced
Integrated Networking). It was not until
1992, however, with the installation of a
satellite link between Malaysia and the USA
that Malaysia users gained easy access to the
global internet.
As enthusiastic supporter of Internet
Technology, Malaysian Government has
employed a range of policies to encourage
Malaysian businesses to venture online. It
has also invested in large projects such as
the Multimedia Super Corridor, a 50km area
stretching north from KLIA which attracted
more than 900 local and international IT and
communication companies.

Internet in Malaysia
Source: 1.Malaysian Journal of Library & Information Science, Vol 6 no 2 Dec 2001” 1-19
2.www.apnic.net. Issue 9. February 2004
3.www.internetworldstats.com/asia/my.htm . 24 June 2010
The growth in the number of Internet hosts in Malaysia began around 1996. According to the
ﬁrst Malaysian Internet survey conducted from October to November 1995 by MIMOS and
Beta Interactive Services, one out of every thousand Malaysians had access to the Internet
(20,000 Internet users out of a population of 20 million) (Beta Interactive Services, 1996). In
1998, this number grew to 2.6% of the population. The total number of computer units sold,
which was 467,000 in 1998 and 701,000 in 2000 indicated an increasing growth (Lee,
2000c).
There are now seven ISPs within Malaysia offering dial-up, broadband and mobile broadband
connectivity and as 2010 there were an estimated 16.9 million Malaysian Internet Users.
2010 Malaysia Internet Usage and Population Growth

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