A look at digital broadcastingDigital broadcasting will have a fundamental effect on listening patterns, popular culture and audience identity. This will be done first by looking at the history of the BBC and the original intention of public service broadcasting. He will explain how, through John Reith's successful approach to broadcasting, the BBC became a national institution creating popular culture and national identity. It will examine how these early steps and ideas played a major role in the introduction of digital broadcasting today and whether the initial "Reithian" values ​​have meaning in today's society. It will finally conclude what effect, if any, these changes will have on British life as a whole and whether fear of change is justified. In the 20th century, advances in technology were fundamental to the way we live today. The recent introduction of digital broadcasting in Britain has plunged many technologists into a sense of awed excitement about the endless possibilities of the new digital age. In its early days, digital broadcasting was only accessible to a minority and it would take around ten years to become a new way of life. Digital broadcasting has thousands of new services to offer its viewers and listeners. Instead of images and sound being turned into waves, the new technology turns them into a series of numbers that are transmitted through the air and received by television or radio antennas. Digital broadcasting is more efficient than analog, providing room for six channels where analog would only give you one. Digital brings better images, better sound quality and more choice and cinematic style. The new era offers audiences greater interaction with their broadcaster and also the ability to make purchases, book holidays, bank and play games, all from a remote control. Television is not the only one going digital. Radio will also provide the listener with a transformed experience into what we value most. The sound quality will be crystal clear and uninterrupted. New digital radios will offer a built-in display panel that will display graphics as well as facts and figures relating to the program you are listening to. These are the things we expect from an 80-year broadcast journey. The new technological change is revolutionary...... middle of paper ...... London; Routledge LEWIS, Lisa. An adoring audience in 1992 London; RoutledgeNEGRINE, Ralph 1992 “Politics and the Mass Media” London; RoutledgeO'SULLIVAN, Tim 1994 “Key Concepts in Communication Studies” London; RoutledgePRICE, Stuart 1993 “Media Studies” Harlow; LongmanSTRINATI, Dominic 1992 “Popular Media Culture” London; RoutledgeTULLOCH, Sarah 1996 “Comprehensive Word Search” Oxford; Readers DigestWebsites'BBC Digital'http://www.bbc.co.uk'Pay TV Company British Digital Broadcasting...'http://www.itn.co.uk/business/bushttp://www.sky. co.ukPeriodicals'Put quality first, Smith will warn BBC'Daily Mail - Monday April 12, 1999'Sky Facts 1999'British Sky Broadcasting Group PLC