push media

push media

(messaging)
A model of media distribution where items of content are sent to the user (viewer, listener, etc.) in a sequence, and at a rate, determined by a server to which the user has connected. This contrasts with pull media where the user requests each item individually. Push media usually entail some notion of a "channel" which the user selects and which delivers a particular kind of content.

Broadcast television is (for the most part) the prototypical example of push media: you turn on the TV set, select a channel and shows and commercials stream out until you turn the set off.

By contrast, the World-Wide Web is (mostly) the prototypical example of pull media: each "page", each bit of content, comes to the user only if he requests it; put down the keyboard and the mouse, and everything stops.

At the time of writing (April 1997), much effort is being put into blurring the line between push media and pull media. Most of this is aimed at bringing more push media to the Internet, mainly as a way to disseminate advertising, since telling people about products they didn't know they wanted is very difficult in a strict pull media model.

These emergent forms of push media are generally variations on targeted advertising mixed in with bits of useful content. "At home on your computer, the same system will run soothing screensavers underneath regular news flashes, all while keeping track, in one corner, of press releases from companies whose stocks you own. With frequent commercial messages, of course." (Wired, March 1997, page 12).

Pointcast is probably the best known push system on the Internet at the time of writing.

As part of the eternal desire to apply a fun new words to boring old things, "push" is occasionally used to mean nothing more than email spam.

push technology

Transmitting data from an internal network or a cloud-based service to the user's computer or mobile device. Notifications for a wide variety of events such as stock quotes and Facebook posts are pushed in real time. In contrast, email is typically pushed when users open their mail program. Application updates may be automatically pushed when the app is opened or only when requested by the user.

Push Is Automatic - Pull Requires a Request
Contrast push with "pull" technology, in which the user initiates a request for the data each time. Retrieving a Web page is an example of the pull model.

PointCast Was the First
In the mid-1990s, PointCast was the first Internet product to become popular for pushing selected news and stock quotes into a user's computer (see PointCast). See real time, BackWeb and Active Channel.


References in periodicals archive ?
In today's gig-economy, consumers who become brand advocates also benefit commercially from working with brands they already love." Access Influence's solution is being introduced at a time when despite large budgets being spent on push media, there is low content engagement and subsequently even lower consumer action.
Push Media Group in conjunction with title sponsor Pergo Flooring, East Dallas Pet Rescue and the Dallas Stars Foundation will host all-star caliber athletes, entertainers and influencers for a night of animal fashion, animal adoption and music event dubbed "Players and Pets BLACKOUT Goes Green Celebrity Party" to benefit East Dallas Pet Rescue and the Dallas Stars Foundation.
Push media: When Oracle's Responsys group acquired mobile push notification company Push 10 last year, it noted that "while push notifications are primarily delivered over mobile devices today ...
The reason behind this is the lack of a real political will to respect freedom of opinion and expression, in addition to the state encouraging unfair media practices and failing to push media reform initiatives.
According to Minister Khoja, the information technology and social media will push media to be more effective and accurate.
Now, as advertisers recognize they must accumulate a customer base from many different types of interactions, they have more impetus to push media companies to get more creative.
Together with transparency champion Vince Lazatin, I was tasked to trigger discussion on the question "How can we push media corruption out of the market?" We posited that media ethics and integrity (or lack of it) are basically a cost-benefit proposition.
This is push media. But in a world of approximately 1,000 choices for any given minute, audience members are less likely to passively wait to see what comes on at 8:00.
So are companies like PS Engineering, who may use it to push media to their audio panels, JPI instruments, who could download engine data directly to the iPad, and Coradine Systems who plan for automatic logging of flight time to their LogTenPro digital logbook.
Anderson in "Minority Journalists Push Media to Maintain Diversity Commitment."