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Ads like the one above have been appearing in public transit systems in Ottawa, Toronto and other Ontario cities over the last month, supposedly promoting a drug called “Obay” which prevents teenagers from having their own thoughts, hopes and dreams. It’s a classic example of viral marketing: an ad campaign that doesn’t actually name the product or service being promoted, but rather tries to get people talking about it in the hopes that when the product is finally unveiled the effect will be greater than a traditional ad campaign could have managed.
Two programs on Internet issues are airing this week. First, a three-part series (from Monday. March 3 to Wednesday, March 5) on CTV News Ottawa (Cable 7, Bell ExpressVu 196, Starchoice 311) on cyber bullying; you can watch the trailer here. Also, on Tuesday March 4 TVO’s The Agenda is airing a discussion on how being online changes the way we socialize.
Despite a few attempts, air is still free – but airwaves aren’t: on January 25th, 2008, the U.S. government began auctioning off rights to frequencies in the 700 megahertz spectrum. These frequencies, which until now have been used to carry broadcast TV signals, are the last important part of the spectrum that will be available for the expanding mobile communications market. These airwaves are being sold (or to be more precise, licensed for ten years) by auction by the Federal Communication Commission – you can watch it gavel-by-gavel at the FCC’s Web site. The government hopes to raise $15 billion dollars from the sale, but various factors (particularly the stock market’s recent troubles) have kept bidding lower than expected.
In Japan, cell phones and texting are much more widespread among young people than they are here. Much of what we do on computers is done through phones there, with the result that those students that own cell phones spend an average of two hours a day on them. Japanese TV dramas even feature scenes where the dialogue is entirely done through texting, with characters thumb-typing furiously while the messages appear as subtitles. Now another part of life has been squeezed onto the one-inch screen, resulting in the creation of the cell phone novel.