In this paper, the service OurTV is introduced and explained as a content delivery platform that uses micro-casting to deliver content on a hyper-local geographical scale through the television in one's home. OurTV proposes to create a true convergence of various new and traditional media to create a media contents community. This media contents community embodies the core concepts of a convergence culture where the roles of producer and consumer are not mutually exclusive [4]. Everyone, regardless of technical proficiency, will have an opportunity to become active members of their community through the use of OurTV. The most important characteristic of OurTV is that the interactive process which begins on the screen is continued and developed in the real world through real human interaction.
With the pervasive nature of the internet in modern society, many believe that traditional, or older, media platforms like television are slowly being pushed to the wayside and will eventually be no longer needed. In the mid-2000s, the rise of internet video sharing sites such as YouTube has made it possible for anyone to share and distribute their digital video content with people anywhere at any time. Never has it been easier for people to show their neighbors, next door and around the world, what they see and how they see.
However, the assertion that television will eventually not be
necessary does not hold true in all markets and societies. In Japan,
where the research for this paper took place, broadcast television
still enjoys relatively stable ratings [
OurTV as a content delivery platform aims to meet the needs of a
set of individuals within a specific geographic area by creating a
media contents community where each member has the ability to
both receive as well as disseminate information which they
consider as having value. With OurTV, televisions, and in a
bigger sense, the communities using the platform become
networked media spaces [
User generated content (UGC) not only supplements, but in many
instances, serves as the primary vessel for the delivery of
information. Although the options are increasing, the landscape of
broadcast is still relatively conservative. In many cases, a media
conglomerate or corporate entity still has the final editing power
when it comes to the contents that appear on one’s TV, PC or
mobile device. While the variety of selection has increased and
addresses the needs of not only the mass market, but also
subcultures and trends, there is still a lack of contents which cater to
the specific individuals and/or communities.
OurTV aims to create a truly unique community content sharing
environment where people can exchange information that is
important and relevant to them through the TV screen. Other
platforms such as mobile TV attempt to deliver contents which are
personalized for the viewer on mobile handsets. Due to the
typically short length of contents on mobile TV, the challenge of
customizing and personalizing contents becomes important. While
the mobile TV platform provides content delivery to individuals,
it can prove difficult to have shared experiences since the target
audience watching the screen is usually one person [
Participation in the OurTV platform is neither financially
straining nor time consuming to set-up and maintain. The basic
technological requirements are a broadband (wired or wireless)
internet connection for sending and receiving contents and a
television for viewing contents. As of 2010, 78% of Japanese
people access the internet [
OurTV as a platform and content delivery service is not intended
to replace the role of television in the household. Nor is the
intention to take over the role of the computers and mobile
devices to access the internet in order to search for content and
information. Through the use of a seamless and unobtrusive user
interface that presents OurTV contents on the screen, the viewer
can view their preferred contents without disturbing their TV
viewing experience. In the OurTV layer, the program being
broadcast via terrestrial, cable or satellite signal can be embedded
into a smaller box on the screen along with the person’s preferred
contents. In the center of the interface, a large screen shows the
content the viewer has selected and is interested in now. Six small
screens, three on both the right and left side of the screen aligned
vertically, show the users preferred contents. On the bottom of the
television screen with the OurTV interface, a rectangular box
spanning a width slightly bigger than the central box appears
where text and images can appear.
In figure 2, the large screen in the center shows a live video
stream of the local fish market. The viewer, being interested in the
selection, can choose to then physically go to the market to
purchase the fish that they want. In the smaller screens on the
sides, the users preferred contents, which may include the
program being broadcast, are displayed. In order to create an
atmosphere where the viewer feels they are receiving a value
added experience, it is integral to implement a user interface that
is both visually enjoyable and non-intrusive. Enhancement of the
viewing experience depends heavily on the user having the ability
to select contents, navigate, render and interact with the television
in an organized manner [
OurTV users can navigate the on screen contents through the use of a remote control. In order to make the interaction among the viewers of OurTV more personal and truly user-generated, a remote control application on smartphones can be implemented. Users can use the smart phones to upload text, images and videos to a MySQL database on the OurTV server. Images can be in any standard image file format, video files are converted to .ogg files and audio files are .mp3 file format. The data sent by the user is placed within a Java Script and HTML template. The information is then transmitted onto a television using the OurTV service.
At its core, OurTV is a tool for buildings ties at a grassroots
community level through the use of technology. In order for true
social change to occur, OurTV aims to create a platform where
community members’ contents can be exchanged and enjoyed.
Modernization and globalization have brought about many
changes in the way people all around the world live their lives.
While there has been an increase in the access to products and
services leading to a better material quality of life, the personal
connections people make with others living and doing business
next door or down the street have suffered. OurTV re-introduces
local communities to the people who live in them by
implementing a platform that empowers people to not only see
and show what is going on around them, but that also encourages
them to become active participants in the process of building the
community. Social interaction among people is promoted with the
goal of enhancing local social ties and strengthening a sense of
togetherness [
OurTV can also be a vehicle for financial stimulation, particularly
for small businesses in local communities. As people’s schedules
have become busier, innovations and advancements in mass
production and large scale manufacturing have made people’s
lives easier over time. Concurrently, however, many local
businesses have felt a negative impact in terms of sales and
customers. Once vibrant and lively shopping arcades have become
or are on their way to becoming ghost towns. Merchants and
stores that were once central meeting places for commerce and
interaction are eerily quiet without the sound of people’s voices or
cash registers [
Aside from financially revitalizing a community, OurTV can also be the starting point from where people with shared interests can learn about one another and meet to pursue those interests together. Without travelling far, people are able to re-connect or connect for the first time. Although this feature is advantageous to all age groups, older adults may feel the benefits the most. With very limited or no technical skills, senior members of the community can learn about activities, events and groups in which they may want to participate through the OurTV platform. Through OurTV, communities can help bridge the digital divide.
As a content delivery platform, OurTV is simple to integrate into local communities. OurTV can be packaged and standardized in order to be implemented into different areas and regions. The technology behind OurTV opens the door for a myriad of rich and unique local content that reflects the character of the community as well as the people of which it consists.
Further research involves creating and implementing a mobile app for OurTV that can be used on smart phones and mobile handsets. The aim of this implementation is to promote tourism to various small communities creating cultural exchange activities as well as business opportunities. People visiting a new community for the first time will be able to interact with other OurTV viewers in the community via a mobile application
We would like to thank the NUS CUTE Center, Singapore, for all their support with this research.