4.1 Distribution platforms and media to reach audiences

Once a media product is complete, it needs to be delivered or shared with its audience. This is known as distribution. Media can be distributed using different platforms (the system or device used to access it) and media (the way the content is stored or delivered).

Online platforms

Online platforms use the internet to deliver media products. These can be accessed on computers, smartphones, and other digital devices.

• Apps – Mobile applications that allow users to access content or interact with media, such as streaming, games or news.
• Multimedia – Combines text, images, video, audio and interactivity. Often used for online learning or entertainment experiences.
• Web – Websites and online services deliver videos, games, eBooks, articles, and more through browsers.

Advantages of online platforms:

• Instant access from anywhere with internet
• Can include interactive and multimedia features
• Easy to update and share with large audiences

Disadvantages:

• Requires internet connection and compatible device
• Can be affected by technical issues or slow speeds
• May need extra design for compatibility across platforms

Physical platforms

Physical platforms are the actual devices or systems people use to access media. These are not always connected to the internet and often rely on stored files.

• Computer – Used for viewing, editing or playing a wide range of media.
• Interactive TV – Television systems that allow users to choose content or interact with features (e.g. streaming, games, voting).
• Kiosks – Public or touchscreen displays that provide information or services in places like museums or shops.
• Mobile devices – Smartphones and tablets let users access media apps, games, websites and downloads.

Advantages of physical platforms:

• Easy for users to interact with directly
• Can be used without internet in some cases
• Often supports high-quality playback or display

Disadvantages:

• May need regular updates or maintenance
• Limited by hardware performance or storage
• Access may be restricted to certain locations or devices

Physical media

Physical media refers to items you can touch and use to store or deliver content. These are often used when internet access is limited, or when distributing copies directly.

• CD/DVD – Optical discs used to store music, video, games, or software.
• Memory stick – A portable USB device that stores digital files like videos, documents, or presentations.
• Paper-based – Printed media such as magazines, comics, posters or instruction booklets.

Advantages of physical media:

• Does not rely on internet access
• Easy to give out or sell in person
• Can be used as a permanent backup or archive

Disadvantages:

• Can be lost, damaged or become outdated
• Limited storage space compared to cloud-based options
• Costly to produce and distribute in large numbers

How platforms affect file format choices

The platform used to deliver a media product can affect which file formats are suitable. For example:

• Web content often uses .mp4 for video and .jpg or .png for images because they load quickly and work across browsers.
• Apps may need optimised file formats that reduce size but keep quality, such as .aac for audio.
• DVDs use formats like .mpeg-2 for video and require authoring tools to structure content properly.
• Print media must use high-resolution formats like .tiff or .pdf to ensure quality when printed.

Choosing the right platform and media helps ensure the audience can access the content easily and enjoy it in the best possible format for their device.