Audio-Visual and interactive media

Audio-visual and Interactive Media

The Audio-visual and Interactive Media domain is split into three core sub-domains: Film and VideoBroadcasting and Interactive Media. Traditionally, the film, video, and the radio and television broadcast industries, and their allied products and occupations are linked in culture frameworks;

  1. Film and Video are forms of entertainment or education products that typically enact a story, usually with sound, and a sequence of images that give the illusion of continuous movement. Film and video establishments are engaged primarily in activities related to the creation, production, and dissemination (distribution, exhibition, or sales) of audio-visual works. This sub-domain includes the creation and production of feature films, short films, live action and animated films, television programs, documentaries, and videos in all formats including film, video, HD, digital, streamed and downloaded content, as well as dissemination services such as cinemas and film festivals. This sub-domain excludes broadcasting activity.

Broadcasting includes the programming and services of broadcasters and service providers of a variety of traditional and new types of content. This sub-domain includes those establishments engaged primarily in activities related to the transmission (dissemination) of radio, television and Internet-based programming. Broadcasting has traditionally been treated as a core culture sub-domain because most broadcasters do some in-house production and transmission as well as transmission of the content produced by others. At the same time, broadcasting is also an important distribution vehicle for content creators in the film, video and sound recording industries.

Radio, television, and the Internet are in the process of converging as the means of transmission and reception cross over boundaries that existed previously between the systems.

    • a) Radio: Traditional, satellite, pay and specialty radio production programming and related services
    • b) Television: Conventional over-the-air (OTA) television, cable, satellite, pay and specialty television programming and related services
    • c) Internet: Programming services and content, such as podcasts, on-line, streamed, mobile, and other types of on-line digital audio and visual products

Interactive Media is a sub-domain of Audio-visual and Interactive Media that includes relevant parts of interactive digital media (IDM). Also known as new media, IDM has been defined as “digital content and environments with which users can actively participate or which facilitates collaborative participation among multiple users for the purposes of entertainment, information or education, and is commonly delivered via the Internet, mobile networks, gaming consoles or media storage devices”

Sound Recording

The industries, products, and occupations related to sound recording do not fit easily into a single domain as they can include elements of live performance. They can also be inputs into other sub-domains, such as films, videos, and interactive media products. UNESCO includes sound recording as part of music in its ‘Performance and Celebration’ domain (live culture events). That option encompasses music in its entirety, regardless of format, including both live and recorded sound.

Sound Recording is the process of creating, producing and recording of sound signals for reproduction at any subsequent time, on another medium such as magnetic tape, phonograph records, and various digital recording devices.

  1. In Malawi, the sound recording industry is comprised of activities related to the production of master recordings; the production, release, promotion and distribution of recordings from masters; the manufacture of duplicate recordings; the operation of recording studios; and the distribution of recordings, in any medium, including the down and uploading of music and other recorded sound.