CQUniversity doctoral candidate Marc C-Scott is embarking on his research at a time when traditional broadcast TV is writhing like a slippery eel, trying to come to grips with the potential of the online world.

There's been a tsunami of development in the 5 years between the illegal download frenzy associated with Battlestar Galactica and the recent trend by BBC to make mini episodes (TARDISodes) of Doctor Who available over the internet, or on mobile phones.

A graphic illustrating some of the project concepts

Meanwhile, the Australian industry has been in catch-up mode, although the ABC has started to embrace multiple media platforms for its content.

Marc is also studying Channel 10 and Melbourne's C31 community channel.

He said C31 in particular had the impetus to offer its programs online, because it could not afford to transfer its analogue broadcasts to the new digital transmission environment.

Working with the title 'Transmedia broadcasting in Australia', Marc will do a comparative study of the 3 very different TV networks.

"Technological developments have changed the way audiences view and source their media," he said.

"International television networks have begun to utilise alternative methods to traditional broadcasting. The most commonly researched method is ‘transmedia storytelling', which occurs when one story is told across multiple media platforms.

Marc C-Scott

"Australian television networks arguably are the ‘laggards' in alternative broadcasting methods, employing a traditional television approach, best described as ‘transmedia broadcasting', where an identical program is broadcast across multiple media platforms, with no additional interactivity or significance to the story.

"This research aims to investigate the use of the Internet as a broadcast platform by the Australian television networks.

"The study will evaluate each of the networks' approaches to using alternative broadcast platforms, in addition to individual programs from each of the networks being analysed for their use of both the Internet and traditional broadcasting methods."

Marc said the future positioning of Australian television networks in the mass media landscape is debatable.

"Continuous development in media technology, changes in audience interaction with televisual media and media convergence, has and will continually challenge the Australian television industry," he said.

"International networks have begun to use alternative methods and platforms to traditional broadcasting."

Marc said his research aimed to improve the body of knowledge of media convergence and distribution methods associated with television networks.

He said ABC had been the leader in Australia, developing an online user interface called iView, a platform replicated from the British Broadcasting Corporation's (BBC) iPlayer, developed in 2007.

Since the development of the iPlayer, the BBC has experimented with transmedia storytelling and producing content for alternative broadcast platforms.

Marc said there are a number of unanswered questions in relation to the Australian television networks' approach towards alternative broadcast platforms and changes in audience behaviour:

• What are the reasons for their prolonged uptake and lack of experimentation with alternative broadcast methods and platforms?
• What are the concerns of the Australian networks, which have made them stand by and watch international networks advance in media convergence and the use of alternative broadcast methods?
• What methods can the television networks use to distribute their content via the Internet?
• How will ownership, policies, intellectual property laws and globalisation of broadcast media affect the uptake of alternative broadcast platforms by the Australian television networks?
• How has the audience interaction with televisual media changed in recent years and what effects will this have for alternative broadcast methods?