NDM: The key concepts of audience and institution

1) What was the relationship between audience and institution in the pre-digital age?
Economically powerful organisations packaged products for carefully defined audiences, serving a hypodermic needle one-way stream of power. The ways in which media is accessible has strayed from traditional norms since, through the growth of new digital media and technology.
2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.
- The MailOnline's funding model pertains an income received according to the duration a reader stays on the site. To exploit this, the site is filled with clickbait and plenty of multimedia content. 
- A thriving subscriptionship service is crafted for SkyOne audiences, who are offered early access to enjoyable shows for loyal audiences - thus justifying investment into programming with TV developers. 
- Advertisement entails the generation of income for ITV, who thus see appeal for the mass audience as a lot more important than for niches. 

3) The article ends with a section on the digital age. Summarise this section in 50 words.
The prevalence of increased interaction over the internet among audiences and institutions as well as the growth of mobile technology have indicated a morphing of the digital landscape. Audiences have now the power to access entertainment across almost all new digital hardware mediums, and are consequently provided an abundance of content. This may have also impacted the perceived value of these products, which contemporary audiences may neglect due to the wide availability of products instantaneously with services such as on-demand. 

4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?
Ultimately, the major global media institutions will sustain their traditionally inherited power over audiences. This is due to the sheer fact of a necessity for institutions to oversee the media markets of entertainment and information development/production/distribution. Audiences will however have an increase of power over the decisions institutions make regarding what they release - clearly evidenced by the increasing impact of social media and UGC which seemingly provides a voice channel for audiences traditionally powerless.