Section B - gcsemedia.files.wordpress.com · ITV fragments its audience so it can fulfil their expectation for choice, and create a loyal audience and unique brand for each channel.

Media Unit 3 : Examining Media Industries

Exam 21st June 1 hour 30 min

It is worth 20% of the Double Award

Section A

10 short answer questions under the following headings:

· Audiences and media products· Ownership, control and finance· Working practices and job roles· Regulation and Ethical/Legal constraints· Technological Developments

You need to have studied TWO media industries. We are looking at newspapers and TV.

Section B

5 longer answer questions based on an unseen stimulus

The TV Industry

UK Terrestrial Channels(9)

In addition to the terrestrial channels, there are hundreds of cable and satellite broadcasters.

The industry is also made up of production companies.

BBC 1 ITVC4

Production company

Loose Women

This Morning

Britain's Got Talent

Dancing on Ice

TOWIE

Peter Andre: The Next Chapter

Gossip Girl

Celebrity Juice

Inspector Morse

Above Suspicion

A Touch of Frost

Heartbeat

Richard Bacon's Beer and Pizza Club

Freddie Flintoff vs the world

British Touring CarsUEFA Europa League

ITV1 ITV1 usually includes dramas, entertainment, arts programmes,

feature films

ITV2 ITV2, our younger entertainment channel, brings to screen an

exciting mix of talent, celebrity gossip and young drama.

ITV3 ITV3 is our channel for sophisticated, upmarket audiences, full of

character-driven narrative and drama that stirs the emotions.

ITV4 ITV4 brings quality entertainment to men with a core audience of

25-55 year-old males including comedy, cult classics, movies and sport.

Audience Fragmentation:

This means audiences are broken down into lots of small sectors.

BBC 1

BBC2ITV

Channel 4

Audiences didn't just to be that fragmented as we only had a choice of 4 channels - now we have hundreds so the people watching TV at any one time will watching a number of different channels.

WHY has ITV fragmented its audience?

Test from last lesson

1. How many industries do you have to refer to in the exam?

2. What do we call audiences who have been broken down into small groups?

3. Which channels do ITV own?

4. What type of shows are on ITV2?

5. Give three reasons why ITV have expanded into different channels.

ITV fragments its audience so it can fulfil their expectation for choice, and create a loyal audience and unique brand for each channel.

ITV makes money from selling advertising space. Advertisers like the fragmented audience as they can target them more effectively.

Eg selling a new perfume to a 16-24 female demographic - advert during TOWIE on ITV will reach target audience better than during Coronation Street.

10.1 million viewers1.37 million viewers

What do ITV need to know about their audiences?

Channel 4's big fat Gypsy ratings winner

X Factor critics blame 'fin

als fatigue' for ratings slu

mp

Audience Research in the TV industry: who’s watching what?ITV  need  to  know:

-­‐  how  many  people  watch  each  prog7amme

-­‐  what  these  people  are  like

-­‐  why  they  watch/don't  watch

The Only Way is Essex's return dazzles 1.7m viewers

This information comes from BARB (Broadcaster’s audience resarch board)

Types of Research (you could be tested on this)

PrimaryDirect from source eg questionnaire

SecondaryIndirect eg BARB

QuantitativeBased on numbers and figures eg 57% of people asked preferred Coronation Street to Eastenders

QualitativeBased on opinions, feelings, unmeasurable, eg 'David from Nottingham likes Coronation Street because it's more realistic than Eastenders'

Read ITV's Research into youth viewing habits and breakfast TV

1. Do you think this research is primary or secondary? Name any agencies used.

2. Which research methods may have been used by ITV to collect the information?

3. List the most important things ITV has learnt from this research.

4. Why will this research be useful? What do you think ITV will use the research for?

Example exam question

Offer three reasons why knowledge of the target audience will be important in creating the product.

You work for ITV and have been asked to come up with an idea for a new TV show.

NEED  to  know  for  the  exam...

-­‐  the  different  t67es/systems  of  company  ownership  in  TV  and  

newspaper  indust@ies

-­‐  how  the  t67e  of  ownership  might  affect  the  way  the  companies  

are  rBn  and  what  they  do

-­‐  the  ways  the  companies  make  their  money

Ownership, Control and Finance

Key Terms

Convergence

SynergyConcentration of media ownership

Cross-media ownership

ConglomerateSubsidiary

Oligopoly

State-owned media

CommercialCommercial Public Service broadcaster

- State-owned, funded by tax payers- Established under a Royal Charter which sets out its aims- It's run by an Executive Board- The interests of the audience are represented by the BBC Trust

- Public Service Broadcaster which means it is obliged to broadcast certain material (eg news bulletins) and available on terrestrial TV- Commercial because it is owned by shareholders and makes money through advertising revenue- The owner, ITV plc, came about as a result of a merger between Carlton and Granada

+ =

- a multi-national cross-media conglomerate who own The Sun, The Times, 20th Century Fox TV, 39% of BskyB (including Sky News, Sky Sports, Sky One...) and numerous other media companies all over the world- commercial - money made through advertising and other methods

Who Owns What?

But the BBC makes money in other ways...

Money From Competitions

Daybreak Competition

- Ridiculously easy multiple choice question- Premium rate phone number- Prizes often donated as Product Placement

MEDIA STUDIES EXAM REVISION

- have a go at the specimen paper - hand in to be marked BY NEXT FRIDAY- start preparing your revision cards/notes, using the website:

www.gcsemedia.wordpress.com

BBC (state-owned)

ITV (commercial public service)

Sky News (commercial)

Putting what you know into Practice

For each broadcaster:1. List three ways they could be financed (ie sources of money)2. List two ways in which the programming and general running of the channel will be affected by the way it is owned

BBC (state-owned)- licence fee- selling merchandise- phone voting - selling formats- selling shows abroad

Sky News (commercial)+ ITV- advertising sales- merchandise- selling formats- competitions- phone voting

Putting what you know into Practice

For each broadcaster:1. List three ways they could be financed (ie sources of money)2. List two ways in which the programming and general running of the channel will be affected by the way it is owned

BBC (state-owned)- has to follow Royal Charter which states need to inform, educate and entertain- public service licence so must show range of genres- funded by licence fee - owned by tax payer - so must maintain audience share and quality programming

Sky News- part of conglomerate so can converge with other brands eg Sun website has Sky News videos on it- shareholders need to be kept happy- advertising revenue needs to be maximised

Putting what you know into Practice

For each broadcaster:1. List three ways they could be financed (ie sources of money)2. List two ways in which the programming and general running of the channel will be affected by the way it is owned

ITV (commercial public service)- advertising revenue needs to be maximised- public service licence restricts what can be broadcast - needs to provide services like news- shareholders need to be kept happy

1.  Audiences  and  media  products2.  Ownership,  control  and  finance3.  Working  Prac>ces  and  Jobs

4.  Regula>on,  legal/ethical  constraints5.  Technological  developments

You need to be able to name a couple of jobs in both the newspaper and TV industries and say what the role would involve in some detail.

You also need to know about the types of employment contract - permanent and freelance.

Permanent: staff who are employed on a long-term basis.

Freelance: temporary, short term employees.

TASK: decide whether each role would be freelance or permanent. With some jobs it might 'depend' on the TV show they work on.

Freelance workers... Permanent workers...- paid a set amount fora project eg £50 per word or£5000 for a six week filmingschedule

- paid a yearly salary

- will tend to work for one TV showor publication

- will work for a number ofdifferent publications/showspossibly at the same time

- are employed because they will be needed regularly for the foreseeablefuture

- are employed because theywill be needed only for a short period of time (X Factor,Skins etc)

- will usually have access to a package of benefits - pension plans, sick pay, staff discounts

- don't expect benefit packages -payment only

- termination of contract is more difficult

- contracts can be terminated with little notice

- often employed through agencies - employed directly by the company

Employing Freelancers in TV - why?

A large number of people employed by the media are freelancers - why? (4 marks)

Employing Freelancers in TV - why?

A large number of people employed by the media are freelancers - why? (4 marks)HOW TO GET FULL MARKS:· Define freelancers - temporary contracts etc (1 mark)· TV shows - finite lifespan - 6 episodes/12 episodes - so don't want long-term staff (1 mark)· Media products depend on popularity to survive and this can be unpredictable (1 mark)· Tight budgets in media - need to make profit or maximise licence money - freelancers cheaper (1)

We'll give you £900,000to stay for two years andyou can be the face of the olympics!

We'll give you £2m tocome and present Daybreak for 3 years

Christine Bleakley,when her 'One Show'contract comes up for renewal

I'm really notsure what to do...

Well if you're goingto keep dithering youcan just go...

Ok...I'm the newface of Daybreak!

One year later...These viewing figures areawful...our advertisers don't want to pay the same rates...we need a new presenter...but there are two years left on her contract!!

If you're going to get ridof me, I still want my £2m!!

Then you won't work for ITVagain, no 'Dancing On Ice' for you!£283,000 compensation. That'sour final offer.

4. Regulation, legal/ethical constraintsWhich would be ethical, which would be legal?

copyright

libelprivacy

race relations

glamorising drugs

promoting/supporting a political party

offending women

LEGAL: things which go against the law of our country. When you make a new TV show, you have to follow the law. If these were broken the police would investigate and those responsible could be prosecuted.

ETHICAL: moral issues which aren't necessarily against the law but might offend people. Broadcasters have to follow guidelines which are more ethical than legal. If these are broken OFCOM will investigate and they can issue fines.

Read the examples. Decide if they are breaking a guideline (ethical) or a law (legal).

Cases to look at:- Tesla and Top Gear- Ryan Giggs and superinjunctions- Jamie Theakston and the Sunday People- Sienna Miller and phone hacking/paparazzi- Rihanna/Christina Aguilera and X Factor

OFCOM - government run body which does two things:

· Sets advisory code for broadcasters· Deals with complaints made by members of public and pressure groups

OFCOM code

Protecting under eighteens

Commercial ReferencesCausing offence

Phone voting lines

glamorising drugs

Impartiality

5.  Technological  developments

You need to understand how developments in technology impact on

the TV industry. How have they responded to the new ways we watch TV?

Changes in the way we enjoy TV:

Try 'liking' an ITVchannel on Facebookto see how it offersinteraction

Or try followingthem on Twitter

From one of the media industries you have studied, offer one example of where that industry has encouraged 'interactivity' with its audience.

User generated content is becoming increasingly common in the media industries. Give two examples of this, one from each of the media industries you have studied.