Television industry- Section B Main Concepts (Industry and Audience)

L.O. To recap on the main concepts for MS4 Section B

Starter task: In groups,using the given cards, match the key words with their definitions

Key terms:

Channel Identity-Makes the channel recognisable to audiences and different from other channels.

Presenters, stars, programme genres and specific genres all help to contribute to a channel's identity.

Word of mouth advertising-When someone recommends a product they have used and like to someone else.

Idents-This is the channel's identification. The ident is a short visual image that works as a logo for the channel. It appears before the programme on channels like BBC1 and 2.

Plurality-Refers to a range of content to suit many people.

Ethos-This is what the channel believes in and what it sees as it's role. The ethos is usually set out in the channel's charter. (Synonyms; ideology, values, principles, mission).

Channel 4 outlines in its ethos; ... to be innovative, experimental and distinctive and a commitment to diversity

FX: On March 28, 2013, FX president John Landgraf, announced their upcoming launch of a new channel, FXX, described as "slightly more comedy focused" and aimed at younger audiences of ages 18-34 compared to FX's programming and 25-54 viewers respectively. The channel was launched alongside the new tagline, "Fearless", that was implemented during 2013 across the channels of FX Networks.

BBC: The mission of the Corporation is to "inform, educate and entertain"

Link to BBC remit

Task 1 and 2 - handout

----------------------------------------------------------------------------------------

For responses to Section B of the exam (Industry and Audience), we need to recap the main concepts of the following with regards to the three main TV texts...

Industry Issues:

• Production.
• Background/Context (brief but relevant).
• Marketing/Promotion.
• Regulation issues
• Global implications
• Distribution/Exhibition

Audience:

• Targeting
• Positioning
• Responses and interaction
• Debates surrounding the relationship between audience and the text.

The main concepts we need to cover can be seen in this diagram:

Industry Issues:

• Production

Example question:

Explore the key factors which influence the production of your three main texts. [30]

This question is asking candidates for factual information.

Higher level responses will include detail rather than generic points which may characterise lower level responses. 

Higher responses should also engage with “explore”. 

The following are some generic points candidates might make in relation to factors that influence production for the TV industry. 

Institutional context: - 

Public service/commercial broadcaster - 

Production company 

Existing brand e.g. franchise or spin-off? 

Potential audience/fans? 

Budget - production values, stars etc. 

Scheduling 

Regulation

-----------------------------------------------------------------------

• Background/Context (brief but relevant)

Example question:
Discuss the ways in which television channels maintain their individual identities. Refer to two channels in your answer. 

Candidates may refer to any two channels in their response. 

Points covered may include references to: 

• Remits 

• Scheduling 

• Programming 

• Idents and branding 

• Use of 'personalities'. 

Some candidates may argue that channels do not have individual identities but are very similar; this is acceptable – please mark on merit of the response. 

------------------------------------------------------------------------

• Marketing/Promotion

Example question:
How does BBC1 market itself to audiences? 

This question could be answered from a channel identity or marketing point of view. 

Higher grade candidates are likely to combine the two approaches. 

Points covered may refer to: 

• Idents and branding 

• Scheduling and programme types 

• Use of teaser campaigns and trailers (also on other BBC channels and radio) 

• Radio Times and TV listings magazines 

• Billboard posters 

• Via its website 

• Use of personalities 

• "Leaking" of stories to tabloid newspapers.

------------------------------------------------------------------------

• Regulation issues

Example question:
All media texts are subject to regulation. How has regulation affected your three main texts? 

Candidates will need to know how their selected industry is regulated and to comment on how regulation has had an effect on their studied texts. 

Whilst the texts may not have been controversial they will all have had to adhere to the regulator’s code – so some discussion of relevant parts of the code may be needed. 

Overall, media texts need to adhere to codes of practice so regulation may affect the structure, content, placement/scheduling etc. of texts.

The following offers a brief overview of the regulators for the Television industry. 

• OFCOM 
• Broadcasting code 
• BBC Board 
• Legal responsibilities 
• Watershed issues 

 --------------------------------------------------------

• Global implications

Example question:

‘A global audience is important to media industries.’ Discuss this statement with reference to your three main texts. 

Globalisation is the increased global connections between cultures around the world leading to less individual cultures and instead having one large culture across the world.

Example question:
To what extent do your three main texts target a global audience? 

This is an open question which invites candidates to consider the "to what extent" part of the question. It is perfectly valid for candidates to conclude that a text does not target a global audience. Responses will differ depending on the industry studied but may make reference to some of the following points: 

• Distribution 
• Use of stars/celebrities 
• Production values 
• Budget 
• Niche audiences (not global) 
• Subject matter/contact 
• Marketing 

Better responses are likely to discuss the nature of 'global' and recognise that a text needs to target a widespread audience to be global, whilst weaker responses may see 'global' as anything outside the UK.

Example question:
With reference to your selected industry, explore how far your chosen texts are global. 
 This is quite a broad question and can be answered from the perspective of global content (setting, themes etc) as well as from the production, distribution and audience angles.

• Themes and content 
• Use of non UK actors 
• Co-productions with non UK companies 
• Productions made by non UK company 
• Distribution and sales • Programme websites 
• Availability – e.g. via Sky website or BBC America 
• DVD sales

___________________________________________________________

1. Why might First Dates be popular with a global audience?

Consider: Flexibility, hybridity

FD is popular with a global audience because the format has flexibility and can be easily adapted to suit different cultures and their dating styles.

Also, all countries have their own set of popular celebrities who can attract an audience. The hybridity of the genre also makes it attractive in that it combines entertainment with elements of reality, this makes it attractive to a global audience.

2. Consider the impact of the different formats of television viewing on the industry.

Consider: What formats? Advertisers, budgets.

Audiences have a range of choices regarding how they view their television programmes, later on the Internet, their iPad or mobile phone. This has had a further impact on commercial television as advertisers who are no longer sure of an audience are pulling out of television and looking for other platforms to air their advertisements.

As a result, some channels ITV for example have had to cut programmes or reduce the budget for new programmes.

3. Why is social media important to television companies?

Consider: Word of mouth advertising, event television, hashtags.

Social media sites like Facebook and Twitter can generate a buzz around a particular programme. They also encourage event television where a large audience are all watching at the same time and communicating with each other through the social media as they watch. Having links to social media sites such as the Twitter ‘#’ on programmes and channel websites will attract a younger audience to the programme.

4. How can you tell that BBC is less governed by commercial interests?

Consider: Programmes commissioned, digital channels.

The evidence that the BBC is less governed by commercial interests is evident in its programming. It commissions for example, comedy programmes such as mock the week as well as high budget nature programmes like Frozen Planet. Its digital channels are used for much of the alternative, lower rating programming and have a specific profile. This is also true of BBC2 which is often used to pilot new programmes to assess their viability before they move to the mainstream channel.

____________________________________________________________

Some additional past exam questions:

SECTION B: 

INDUSTRY AND AUDIENCE 

Answer two questions from this section, using a different media industry for each. 

You must refer to the three main texts you have studied in each answer. 

2011 

B1. Explore the different ways in which audiences and/or users respond to your chosen texts. [30] 

B2. To what extent is the success of your chosen texts dependent on stars and/or celebrities? [30] 

B3. With reference to your selected industry, explore how far your chosen texts are global. [30] 

B4. Explore how your chosen texts use digital technology in their marketing. [30] 

Winter 2012 

B1. Assess the main advantages of the internet for your three main texts. [30] 

B2. With reference to your three main texts, discuss the key features of their distribution. [30] 

B3. Explore the different ways your three main texts attract their audiences. [30] 

B4. How global is the appeal of your three main texts? [30] 

Summer 2012 

B1. Discuss the audience appeal of your three main texts. [30] 

B2. Explore the impact of regulation on your three main texts. [30] 

B3. How effectively were your three main texts marketed? [30] 

B4. ‘The main function of a media text is to entertain its audience.’ How true is this for your three main texts? [30] 

Winter 2013 

B1. To what extent are stars and/or celebrities important to the promotion of your three main texts? [30] 

B2. Explore the different ways your three main texts target their audiences. [30] 

B3. Explore the different ways audiences interact with your three main texts. [30] 

B4. ‘Distribution is the key to success.’ How far do you agree? Refer to your three main texts in your answer. [30] 

Summer 2013

B1. What do texts offer audiences? Refer to your three main texts in your answer. [30]

B2. How do your three main texts use digital technology? [30] 

B3. How do your three main texts position audiences? [30]

B4. To what extent are your three main texts global? [30]


Winter 2014 

B1. Explore the use of digital technologies in your selected industry. Refer to your three main texts. [30] 

B2. How is your chosen industry regulated? Refer to your three main texts. [30] 

B3. To what extent do your three main texts appeal to different audiences? [30] 

B4. ‘A global audience is important to media industries.’ Discuss this statement with reference to your three main texts. [30]