Digital Producers

In the second excerpt Producers of Digital Media the author Pavlik discusses how the advent of digital technologies is changing the identity and purpose of content producers. He introduces the subject by explaining that content has been traditionally been produced exclusively by large centralized corporate entities. He goes on to write that this status quo has been abruptly changing with the advent of the internet and related digital technologies,and as a result the number and variety of content producers has grown exponentially in recent years. Finally, he then discusses how the the traditional media sources have coordinated with these independent content producers in an attempt to stay abreast of the competition. In addition, the central theme of Pavlik’s piece is also the underling theme in Sisario’s article. In this case the author discusses how a small company called Cricket Wireless is using its own music retailing service to essentially taken away potential market share from large established record labels and online retailers.