iPod video opens a new era not only for the 5th generation iPod's evolution but more importantly in Apple’s retail arm iTunes.
The iPod Video is certainly another great device by Apple a worthy descendant of the iPod pedigree. Now we can add Vid-Casting to the bag of iPod tricks. Keep up with your favorite TV shows on the 2.5” LCD screen by docking to your workstation and synching up with iTunes. iTunes now sells episodes of many popular TV shows from a variety of networks for $1.99 an episode.
The 2.5” screen is an eye squinter to be sure but it actually looks very good and even has an optional output cable you can buy from Apple that allows you to port the video to your TV set. The results of using the iPod video as a source on your TV are second rate, pixilation is visible but then you don’t buy the iPod video to playback on your TV anyway. It looks quite sharp on the tiny screen with no visible screen door effect that troubles many LCD monitors. The “screen door” is the problem inherent in LCD visual technologies where you can see visible space between pixels. The space is created by circuits that are required to bring voltage to the liquid crystals that act as a color switch for each pixel. Some might say that on such a tiny screen it’s hard enough to see the pixels let alone space between them, in other words it should be easy to present a great looking image at only 2.5”. But you have give Apple credit for presenting excellent clarity to match the sound quality of their well built digital media players.
The iPod has long since set the benchmark with sound quality on portable digital audio players by using high end Wolfson DACs on all iPod models. DAC stands for Digital Analog Converter and is the most important part in creating sound using digital sources such as DVD or CD players. In fact any digital source is only as good as its DAC, Mpeg3 decoders like a Digital Audio Players (MP3 players), digital cable boxes and satellite receivers decode Mpeg2 using DACs. By using the respected Wolfson chips Apple scores high points from audiophiles as Wolfson is found in many of the most expensive CD/DVD players by names like Arcam. Playback of uncompressed audio using Apple’s lossless compression technology brings the iPod up to par with some of the finest digital sources for home audio. Thanks to Apple raising the standards of all DAPs (Digital Audio Players) Wolfson DACs are found in other fine DAPs like the Rio Karma.
Has iTunes unlocked Pandora’s Box?
iTunes selling TV is another important step in letting digital technologies bring choices to the consumer. This is the real breakthrough behind the iPod Video. You may hate the idea of watching a TV show on a tiny screen with headphones personally, most people wouldn’t bother. But everyone stands to benefit from the entertainment industry finding new and interesting ways to peddle their wares online rather than fighting digitization in courts. It brings us closer to the day we may purchase only the shows we want from the local cable company. The cable TV providers will adapt or we’ll just download, legally direct from the networks or some other Vid-casting service provider like iTunes.
But what will this brave new digital world that promotes “power to the consumer” do to the advertisers we have successfully side-stepped? They’ll adapt of course. Advertisers will use more product placement and will more deeply penetrate the very fabric of what entertains us. We’ve already seen episodes of TV shows written to promote a product or service. The message of mass sponsorships has already become the entertainment itself on at least one entire Cable TV network. MTV is an example of one continuous infomercial for a consumer lifestyle aimed at the most vulnerable segment of our population, the young.