Unit 1 Revision

 Unit 1 Revision

Research Companies

• BARB (Broadcasting Audience Research Board) - TV

• RAJAR (Radio Joint Audience Research) - Radio

• PAMCO/NRS (National Readership Survey) - Print

Interpretations

Most people access print by way of blackbox device, seen in the 64% and 41% of phone and desktop apps; this demonstrates the rise of digital natives accessing media via those blackbox devices as a product of technological convergence.

Trends and patterns will be evident within research and wider knowledge will need to be used when answering questions such as:

• Gender roles and their viewing habits
• Digital natives and their viewing habits
• Digital immigrants and their viewing habits

Examples could be men primarily watching football with data on research sites like BARB; this is because women are less likely to watch football due men being the ones playing and sport having aggressive/competitive connotations which is characteristic of men. Men have a viewing habit to watch sport.

Women are more likely to watch Soap Operas or TV Dramas as they're less physically aggressive and verbal which is stereotypically enjoyed by women. Women are also more likely to watch women's football due to the female representations and empowerment. 

Channels have specific demographics: this is shown via the representations and content within the channels such as Gardeners World on BBC 2 which has a target demographic and audience of older women due to the older (retired) audience having time to watch and work on their gardens and females stereotypically working on the house. The representations within the series is older men and women to confirm this by way of ideal self.

1. Identify and explain two differences in how digital media producers target mainstream and niche audiences. Use examples to support your answer.

Media producers target mainstream mass audiences; this is seen within BBC which has different channels for different target audiences. This is seen with BBC1 which targets a mass mainstream audience through series such as East Enders and Doctor Who which are widely popular and represent ABC1 (the primary audience due to them having disposable income to watch TV with a TV License) men and women between 15-50 which is then reflected in the audience. Women are also more likely to watch these due to their genre of TV Dramas which women stereotypically watch. The BBC also have niche audiences which they target on channels like BBC2 such as Gardeners World which targets older women of 60+ who have an interest in gardening and have time to watch and work on their own garden. Women stereotypically working around the house and older female representations in the series confirm this. 

2. Identify three interpretations that can be made about the methods used by consumers to access published media material.

1. Most people access media via blackbox device
2. Most people who access via print are ABC1 (disposable income)
3. Most people who access via print are digital immigrants 

2 B. Identify the percentage of consumers who accessed published media material in print format. 
 
Explain one reason for this percentage. 

67% of consumers access print via physical copy and this is because of digital immigrants who still want

to access media traditionally and don't want to use phones due to their introduction later in life.

Research Task:

Who is the target audience for BBC Radio 4? - 35-54 year old's of both genders

What types of shows do they broadcast? - News is their biggest reach with radio dramas and comedies as

their second most listened to.

Why might this not appeal to a young target audience? - News is unappealing to a younger demographic

since it's not usually relevant to them and the presenters are 30+ who host shows discussing topics such

as diets and cooking with 'Fed with Chris Van Tulleken'.

What radio stations may the target audience listen to instead? - BBC Radio 1 due to radio hosts like

Greg James.

Public Service Broadcasting

PSB - Channels which can be accessed without paying (you'd have to pay for a streaming service

but not ITV1).

BBC, Channel 4, 5, ITV however, the BBC are different in funding due to the TV license rather than

through advertisements. Due to this, people watch the BBC over other PSB's due to the lack of adverts.

Cross Media Ownership - A conglomerate which owns/produces more than one media type (I.E. print

and interactive)

Vertical Integration - A conglomerate using subsidiaries to produce, distribute and exhibition a product,

giving them complete control over it.

Horizontal Integration - The effect of vertical integration where a conglomerate can distribute a

product onto different platforms. An example would be Disney making a film and releasing it on

Disney + but also on 21st Century Fox's subsidiaries like Fox TV.

Synergy/Cross Promotion - Advertising a product on another platform the conglomerate owns (such as

releasing a film on your streaming service like Disney + and advertising it on a newspaper like Times

Ledger).

Traditional Advertising - Pre-Web 2.0: posters, newspaper ads, radio adverts, TV adverts, billboards etc.

Viral Marketing/Digital Methods - Social media can create instant advertising due to black box devices

(Henry Jenkins 2008) where audiences can instantly share advertisements via social media.

Henry Jenkins (2006) - We now live in convergence culture where we make everything as easy to

access as possible.

Radio

BBC2 - Politics

BBC3 - Phone in/discussions/podcasts

BBC4 - Radio Dramas

Exam Week 

LO1:

Below the line advertising - Targeting niche audiences via specific methods such as E-mail or if an advertisement is niche enough in it's targeting such as The Witcher ice cream fan targeting fans of The Witcher and ice cream/vans. 

Synergy can be achieved by independent companies as they can create websites or posters as cross media advertisement.