The ways in which audiences access media content have drastically changed. Jenkins and Deuze (2008, pp. 6) explain that convergence culture revolves around the relationship between media producers and media consumers, with media producers seeking new ways to distribute content in order to increase their revenue and users adapting to changes in distribution. This relationship between producers and users can be a positive experience, when users and producers experience a mutually beneficial relationship, however when there are conflicts between producers and consumers “renegotiations of power” take place (Jenkins and Deuze 2008, pp. 6). Internet streaming service providers Netflix and Stan are currently challenging existing distribution models therefore revolutionising the way in which television is delivered. This new model is causing tension between users and traditional media companies.
Games of Thrones is a very popular serial television show broadcast on the premium cable network HBO, based on the books on George R.R. Martin’s ‘A Game of Thrones’. In April 2015 the first five episodes of the new season of Games of Thrones were leaked. This is an example of the changing power dynamic between producers and users of media content. Just days before the leak, anti-piracy website Irdeto proclaimed that Games of Thrones was the most pirated show in the world with “over 7 million illegal downloads”. The popularity and use of outdated distribution models have been blamed for this surge in illegal downloads of Game of Thrones. In this technological age the way in which users consume media has changed. Audiences are moving away from a broadcast model, where the broadcaster decides the date and time programs will be broadcast, to a post-broadcast model where consumers decide how, when and where they will access media content. Internet streaming providers such as NetFlix have modified their business model to adapt to these new changes.
Netflix produced and distributed two Netflix original series Orange is the New Black (2013) and House of Cards (2013) and released the entire season online at once as opposed to the previous broadcast model that distributed one episode per week until the seasons completion. This has been an extremely popular move, with most people binge watching the entire series within a couple of days (myself included). Netflix has tapped into the “instant gratification” that people get from watching a series in its entirety and their need for continuing with the narrative (Perks, pp. 15). Binge watching or as Perks (2014) prefers “media marathoning” is now an essential part of the media viewing experience with companies such as Netflix capitalising on this new viewing culture by releasing entire seasons at once. This business model has been emulated by local companies such as Stan who also released entire seasons online.
According to TorrentFreak.com, HBO has stated that it will be pursuing individuals who downloaded the leaked episodes. HBO is not the first company that has taken legal action after content was leaked online. The producers of The Dallas Buyers Club (2013) have taken legal action against individuals for downloading the film illegally online. This action by the media companies is understandable, as it will allow companies to recoup some of the losses incurred, however this process may not be a solution because it is an expensive and lengthy process.
In an attempt to adapt to the changes in the media landscape and in order to compete with the distribution model of Netflix, HBO has since launched the new streaming service called HBO Go. This service, however is only available in America.
References
Dallas Buyers Club, Voltage Pictures, Los Angeles, California.
Finder.com.au 2015, List Of TV Shows On Stan, Finder.com.au, viewed 17 October 2015, <http://www.finder.com.au/stan-tv-shows>.
Game of Thrones, 2013, Netflix, Scotts Valley, California.
House of Cards, 2013, Netflix, Scotts Valley, California.
Irdeto 2015, Illegal downloads of Game of Thrones™ episodes increase more than 45 percent year-over-year in the final weeks before season 5 premiere, Irdeto, viewed 20 October 2015, <http://irdeto.com/news-and-events/illegal-downloads-of-game-of-thrones-episodes-increase-more-than-45-percent-year-over-year-in-the-final-weeks-before-season-5-premiere.html>.
Jenkins, H & Deuze, M 2008, ‘Editorial: Convergence Culture’, Convergence: The International Journal of Research into New Media Technologies, vol. 14, no. 1, pp. 5-12.
Perks, LG 2014, Media Marathoning : Immersions in Morality, Lexington Books, Maryland.
TorrentFreak.com 2015, ‘HBO TARGETS TORRENT USERS OVER GAME OF THRONES LEAK’, TorrentFreak.com, viewed 20 October 2015, <https://torrentfreak.com/hbo-targets-torrent-users-over-game-of-thrones-leak-150419/>.
TorrentFreak.com 2015, ‘DALLAS BUYERS CLUB RULING DEVASTATES COPYRIGHT TROLLING DOWN UNDER’, TorrentFreak.com, viewed 20 October 2015, <https://torrentfreak.com/dallas-buyers-club-ruling-devastates-copyright-trolling-down-under-150814/>.
Variety 2015, Game of Thrones’ Season 5 Episodes Leak to Piracy Sites Ahead of HBO Premiere, Variety, viewed 20 October 2015, <http://variety.com/2015/digital/news/game-of-thrones-season-5-episodes-piracy-leak-hbo-premiere-1201470891/>.
