Bangani be-pixel kanye nosofa! Ake ngiqale ngokuvuma: iminyaka eminingi, ngangizibheka njengomuntu othanda izithombe. Ngingumvikeli oqinile we-horizontal. Uma ngibona othile eqopha ividiyo eqonde phezulu emcimbini, ngangizwa ubuhlungu obukhulu bokubukeka. Sasikubiza ngokuthi "i-Vertical Video Syndrome," futhi kwakuyisibonelo sobungcweti bedijithali. Uma lokho kwakuyisibonakaliso sokumelana, uMeta usanda kuphakamisa ifulegi elimhlophe—noma mhlawumbe ifulegi elimnyama—phezu kwebhokisi lethelevishini yendabuko.
Izindaba, nakuba zibonakala zincane, ukuzamazama komhlaba okuthule: I-Instagram iqalise uhlelo lokusebenza oluzinikele kumabonakude, oluqala ngamadivayisi e-Amazon Fire TV. Kodwa akulona uhlelo lokusebenza lokubuka izithombe noma ukusakazwa kwe-IGTV okude (okungathi, masibe neqiniso, akukaze kuqale ngempela). Luhlelo lokusebenza olugxile kakhulu, niqagele, ama-Reels! Ividiyo emfushane, emluthayo, eqondile, eyenzelwe intende yesandla sakho, manje isingena esikrinini esikhulu kunazo zonke endlini. Futhi lokhu, bafundi abathandekayo, akusikho nje ukwanda komkhiqizo; kungukushintsha kwe-tectonic emasikweni ethu okusebenzisa umsindo nokubukwayo.
Ukuhlasela Kohlaka Olumnyama: Lapho Ukuma Kubeka Inselele Kwi-Cinema
Ake siqale sixoxe ngokuphazamiseka okukhulu kwezobuchwepheshe, inkinga enkulu ekamelweni: Ibukeka kanjani ividiyo eqondile ku-TV engamasentimitha angu-65? Impendulo kaMeta iwukuvivinya ukusebenza okunonya: ibhokisi lezincwadi Ividiyo eqondile ithatha indawo ephambili esikrinini, futhi isikhala esingenalutho—lowo mugqa omnyama nocindezelayo ohlangothini ngalunye—ugcwele ulwazi olubalulekile: incazelo, ukuthandwa, amazwana, kanye nemininingwane ye-akhawunti. Empeleni, abamane nje balethe ividiyo kuthelevishini; balethe yonke i-interface yomsebenzisi, uhlelo lomphakathi oluyenza iphile.
Lesi sinqumo sibalulekile ngoba sembula ukuthi i-Meta ibaluleke kangakanani: ulwazi lomphakathi luza kuqala kunekhwalithi yokubuka. Babengaphoqa ukuqoqwa, ukusondeza, noma ukudinga abadali ukuthi bavumelanise okuqukethwe kwabo (njengoba i-YouTube yenza ekuqaleni). Esikhundleni salokho, bathi, "Lena yindlela esisebenzisa ngayo okuqukethwe kumafoni ethu, futhi uma sizoncintisana nesikhathi sakho se-TV, kuzodingeka usebenzise ifomethi yethu njengoba injalo." Esikubonayo akukhona ukuzivumelanisa ne-Instagram ne-TV; yi-TV evumelana nemithetho ye-Instagram.
Isofa ngokwesiko libe yindawo eyinhloko yesipiliyoni "sokuphumula nokuphumula" (esidumile ncika emuva ), lapho sivule khona i-Netflix, i-HBO, noma ithelevishini yekhebula, silindele ukuphakelwa izindaba ezinde, ezikhiqizwe kahle. I-Instagram, ene-4K Reels yayo, ingenisa isiko "lokuskrola okusebenzayo" (i isiko lokuskrola endaweni engenzi lutho. Manje, lokho kushesha kwe-dopamine okubangelwa yi-algorithmic kuyatholakala ngokuvula ithelevishini, kulungele ukusibamba esicongweni esingapheli seziqeshana zemizuzwana engama-30, kusukela ekuziphatheni kabi kokuhamba kuya ekudanseni okusabalele, bese kuba yingxenye yezindaba zezemidlalo, konke lokhu ngaphandle kokuthi siphakamise umunwe ukuze sibheke isikhuthazo esilandelayo.
I-Meta Ifuna Ukulawula Igumbi Lokuhlala: Sala Kahle ku-"Netflix and Chill"?
Isifiso sikaMeta sokungena esikhaleni se-TV exhunyiwe (CTV) sidlulela ngalé kokunikeza enye indlela yokubuka amakati. Kuyisinyathelo esihlakaniphile sokubusa indawo. Isikhathi esisichitha sibuka ividiyo sinqunyelwe. Uma abantu beqhubeka nokusebenzisa ividiyo emfushane, i-Instagram idinga ukuqinisekisa ukuthi ukusetshenziswa kwayo kuyaqhubeka epulatifomu yayo, kungakhathaliseki ukuthi iyiphi idivayisi. Uma i-TikTok isivele izama ukusebenzisa i-TV interfaces, i-Instagram yayingeke ikwazi ukushiywa ngemuva.
Kodwa kukhona umehluko othakazelisayo kakhulu ohlukanisa lokhu kuhlasela nemizamo yangaphambilini ehlulekile (njenge-IGTV eshiwo ngenhla). Uhlelo lokusebenza olusha lwe-TV lwe-Instagram luhlela okuqukethwe kube “iziteshi.” Yebo, iziteshi. Kuzoba namaqembu anezihloko ezifana “nomculo omusha,” “izinto ezivelele kwezemidlalo,” “amagugu okuhamba,” kanye “nezikhathi ezithrendayo.” Lokhu akuyona nje into okuphakelayo i-algorithmic enkulu; kuwukusungulwa kabusha komhlahlandlela wokuhlela.
Ngokwethula iziteshi, i-Meta yenza izinto ezimbili ezinhle kakhulu nezesabekayo ngesikhathi esisodwa. Okokuqala, inikeza imodeli yokusetshenziswa ejwayelekile yezizukulwane ezakhula ngethelevishini yekhebula, okwenza kube lula ukuhamba ngezihloko olwandle lokuqukethwe kwesikhashana. Okwesibili, ibeka i-Instagram, ipulatifomu, njengomlondolozi wokuqukethwe obalulekile, umlamuleli onquma ukuthi yiziphi izitayela ezifanelwe ukunakwa okujwayelekile. Lokhu kunikeza amandla amakhulu phezu kokusatshalaliswa kokuqukethwe kanye nokwenza imali, kuguqula ipulatifomu kusuka kunethiwekhi yokuxhumana nabantu ibe ngumsabalalisi wezindaba ongokoqobo.
Umuzwa Womphakathi Nokufa Kokuba Nesizungu Kwedijithali
Esinye isici esigcizelela ukubaluleka kwalesi sinyathelo ukugxila ekusetshenzisweni okwabiwe. I-Instagram ithe "bezwe emphakathini wethu ukuthi ukubukela ama-reels "Ukuba ndawonye kujabulisa kakhulu." Lesi sisho sihlanganisa iqiniso lezenhlalo: ubuchwepheshe, obuvame ukusihlukanisa, okusiphoqa ukuthi sibheke izikrini zethu zocingo sodwa, manje bufuna ukuqinisekiswa komphakathi, noma okungenani komndeni.
Umabonakude, ngokwemvelo yawo, uyithuluzi elihlanganyelwe. Uma singena egumbini lokuphumula, asifuni ukuba wedwa; sifuna indawo yokuhlangana. Ngokuvumela ama-akhawunti afinyelela kwayisihlanu ukuthi angene futhi ngokwenza ngezifiso okuphakelayo Ngenxa yokuzikhathalela, i-Instagram yenza kube lula ukuskrola kube umsebenzi weqembu. Cabanga ngalesi simo: umndeni noma iqembu labangane lihlala libukele ukusakaza okuhleliwe kweziqeshana, lihleka ndawonye noma liphawula ngesikhathi sangempela (mhlawumbe lisebenzisa amafoni abo njengedivayisi yesibili, into esingayazi).
Lona ugibe olucashile lwepulatifomu: iguqula okuqukethwe okwethutyana, okwenzelwe ukunakwa okusheshayo, kube yi-glue yokuxhumana nabantu. Akusekho nje "bheka lokhu engikuthole efonini yami"; manje sekuyisipiliyoni esabiwe, isizinda esiqhubekayo sokuzijabulisa okuncane okuncintisana nokuthula, futhi-ke, nama-movie adinga ihora nesigamu sokunakwa okungaphazanyiswa.
Ngaphezu kwalokho, lokhu kuhlanganiswa kungaba usizo kubadali bokuqukethwe. Ukufinyelela esikrinini esikhulu kusho ukuqinisekiswa, ubufakazi bokuthi umsebenzi wabo, noma ngabe umfishane noma uqondile, unesisindo esifanayo semidiya njengomkhiqizo waseHollywood. Ukwenza imali ku-CTV ngokwesiko kuzuzisa kakhulu, futhi uma i-Instagram ikwazi ukuheha abakhangisi abavelele eziteshini zayo ezinetimu, uhlelo lokudala lungabhekana nokuchuma okukhulu, okuphakamisa ividiyo emfushane kusukela ekuzilibaziseni kuya emsebenzini wobungcweti ofinyelela abantu abaningi ekhaya.
Ukwenziwa Kwesiko Elijwayelekile kanye Nekusasa Lokunakekelwa Kwethu
Esikubonayo ukuzinikela kokugcina kwifomethi eqondile. Eminyakeni eyishumi edlule, izikrini zama-movie nethelevishini ziye zazama ukugcina igunya lazo eliqondile, ifa lazo le-cinema. Kodwa isizukulwane esikhula ne-TikTok ne-Reels sibheka ifomethi eqondile njengemvelo njengokuphefumula. I-Meta imane nje ikhonza izilaleli zayo lapho ikhona, noma ngabe lokho kusho ukuvumelana okubonakalayo okwenza amehlo abantu abangafuni ucansi aphume igazi.
Ukwethulwa kwalolu hlelo lokusebenza kumabonakude akuyona nje into eyengeziwe kukhathalogi yethu ye- ukusakaza bukhoma Kuyisikhumbuzo sokunqoba komnotho wokunaka. Ngokufuduka kokuhlangenwe nakho okubangela umlutha skrola Kusukela enduduzo yamasofa ethu, i-Instagram iqinisekisa ukuthi ngisho nasesikhathini sethu sokuphumula "esingenamsebenzi", izingqondo zethu zihlala zisemodi yokusesha njalo ukuze zithole isilinganiso esilandelayo sokwaneliseka okusheshayo. Ukubusa kwesikhashana, okusheshayo, kanye nokuphelele ngokwe-algorithm kuyaqiniswa ukuze kusigcine sinamathele esikrinini, kungakhathaliseki ukuthi singakanani.
Ithelevishini ayisekho ifasitela eliya ezweni lezindaba; iyifasitela elikhulisiwe lefoni yethu, isango elikhulu lokuya okuphakelayo Emhlabeni jikelele, ithelevishini njengoba besazi ingase ingafi, kodwa ngokuqinisekile ishintsha ibe yinto ehluke kakhulu. Sisuka ekukhetheni ukuthi sizoyibuka ini siye ekusetshenzisweni yi-algorithm eyazi kangcono kunathi ukuthi yini ezosigcina sibukele. Umbuzo osalayo uthi: kule nkathi entsha yokuqukethwe okuqondile, lapho ukunaka kulinganiswa ngemizuzwana, yisiphi isikhala esisele sokuxoxa izindaba ezijulile nezicatshangelwe kahle, futhi ingabe sidela ikhono lokuzindla ngenxa yobushiqela bokuchofoza kanye nokuswayipha?