Audiences and institutions

L.O: To be able to explore the L.O: To be able to explore the different media SECTORS. different media SECTORS.

G322 Audiences and Institutions

Sectors: Sectors:

• Image the media is like a school. Inside that school there are lots of different subjects

• Maths• English• Science• P.E

• These subjects are just different SECTIONS of the school.

KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Sectors: Sectors: KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Try and list as many SECTORS you can find in the media:

1)2) 3)4)

Digital Media Products:Digital Media Products:

• Within each sector there are a range of different INSTITUTIONS whose role is to create media products and make money. T.V Audio Publishing Games

• • • • • •

• • • • • •

• • • • • •

• • • • • •

KEY WORDS:

INSTITUTIONS: Institutions are companies/business organisations which provide media content that will achieve profitable financial returns.

Synergy:Synergy: FILM/T.V

AUDIO

PUBLISHING

GAMING20th Century Fox Television20th Century Fox Television

Nine comic book series have been published by Bongo Comics since 1993.

20th Century Fox, Gracie Films, and Film Roman produced The Simpsons Movie, an animated film that was released on July 27, 2007.

The album The Simpsons Sing the Blues was released in September 1990 and was a success, peaking at #3 on the Billboard 200 and becoming certified 2× platinum by the Recording Industry Association of America.

Numerous video games based on the show have been produced. Some of the early games include Konami's arcade game The Simpsons (1991) and Acclaim Entertainment's The Simpsons: Bart vs. the Space Mutants (1991).

KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

Synergy:Synergy: KEY WORDS:

Vertical Integration: This is where an institution has shares or owns each part of the production and distribution process.

FILM/T.V

AUDIO

PUBLISHING

GAMING

Can you find another example where synergy has been used in

order to produce a product?

TASK:In groups research how the institutions behind the following film products used synergy. Put your findings into a PowerPoint in order to present your findings.

• Star Wars• The Inbetweeners• Batman• The Incredibles• Toy Story• Sex and the City• Spiderman• Avengers

KEY WORDS:

Horizontal Integration: This is where an institution buys into units from different sectors to help create a profit.

L.O: To be able to present the role L.O: To be able to present the role of SYNERGY. of SYNERGY.


STARTER:STARTER:

What SECTORS are the following images from?

FILM GAMING AUDIO

Synergy: Synergy:

Advantages?

EXTENSION: Can you think of any potential disadvantages to synergy?

L.O: To be able to present the role L.O: To be able to present the role of SYNERGY. of SYNERGY.


Media Conglomerates Media Conglomerates (Media ownership):(Media ownership):

Massive multinational media companies who own:

• Film Studios• TV Stations• Record Labels• Magazines• Newspapers• Books• Internet platforms

A conglomerate has a lot of money to put into film production. They can also market their film through all of their subsidiary companies. This practice is known as SYNERGY.

KEY WORDS:


Companies Owned by News Corporation:Companies Owned by News Corporation:MagazinesGQ (Az)VogueLove itInside Out

BooksHarperCollins

Television, Satellite and CableFox Broadcasting Company (US)My Network TV (US)ITV (17.5%)BSkyBPremier Media Group (Az 50%)STAR TV (Asia)

Film Studios20th Century FoxBlue Sky StudiosRegency Television (50%)

InternetFox Interactive MediaMyspacePhotobucket

KEY WORDS:

Convergence: The coming together of media institutions, or the merger of formerly different elements within one institution.

NewspapersThe SunNews of the WorldThe TimesThe Sunday TimesThelondonpaperNew York PostThe Wall Street JournalThe Australian

RadioMyspace RecordsRadio City (India 20%)Nashe (Russia 50%)

Examples of Media InstitutionsExamples of Media Institutions::

Research the following institutions. Do they have an subsidiary companies within their domain? If so what sectors do they cover?

• BBC• Time Warner• MTV• Disney• Vivendi Universal• Emap• Sony

KEY WORDS:


L.O: To be able to explore the L.O: To be able to explore the dangers of MEDIA IMPERIALISM. dangers of MEDIA IMPERIALISM.


Ownership, Control and Competition:Ownership, Control and Competition:

• Ownership is a very important element of institutional theory.• Ownership equals control and influence (through bias)• Individuals who own vast media empires are sometimes

referred to as gatekeepers (Rupert Murdoch- sorry, him again!)

• Commercial gatekeepers loyalty is ultimately to advertisers NOT their audience

• If only a few people hold a monopoly over a media form (or through several linked forms) then there is no competition.

Media Imperialism:Media Imperialism:• As multinational media conglomerates grow

larger and more powerful many believe that it will become increasingly difficult for small, local media outlets to survive.

• A new type of imperialism will thus occur, making many nations subsidiary to the media products of some of the most powerful countries or companies.

http://www.youtube.com/watch?v=6gbw6m2hX60

http://www.youtube.com/watch?v=6gbw6m2hX60

Time Warner:Time Warner:• Warner Bros in itself is part of an even bigger

conglomerate called Time Warner which is a huge media conglomerate institution which uses Horizontal Integration to consolidate its power and profits.

• Horizontal Integration is where an organisation develops by buying up competitors in the same section of the market e.g. one music publisher buys out other smaller music publishers.

Time Warner:Time Warner:• Using the Batman product as an example – how has

Time Warner managed to ensure a horizontal approach of making money?

L.O: To be able to understand the L.O: To be able to understand the process of creating a product. process of creating a product.

Creative Digital Media Production

Production ProcessProduction Process

ProductionPre- Post-

Production Process: Production Process:

Pre-Production

Production


Post-Production

Distribution


Exhibition

Task: Task: •You are going to create a Case Study Blog – you will be adding to this throughout this term and it will be a revision aid for your exam.

•Go to Wordpress and create a blog with the user name:AS your name case study.wordpress.com

(ASdeclancasestudy.wordpress.com)

•You are then going to begin researching Time Warner and the pre-production, production and post-production stages of creating The Dark Knight Rises. This will include who was involved during these stages, the initial budget, how much the different stages cost, was there any synergy or convergence?

L.O: To be able to understand the L.O: To be able to understand the process of creating a product. process of creating a product.


Question:Question:

Jan 2012:

What impact does media 0wnership have upon the range of products available to audiences in the media area you have studied?

Question:Question:

• ‘Spending a large part of the budget on the production stages is important if you want it to be a success’ – Discuss.

L.O: To be able to understand the L.O: To be able to understand the DISTRIBUTION stage. DISTRIBUTION stage.


Marketing: Marketing:

Larger conglomerates have the budget to spend on their marketing campaigns. The more audiences they can reach the bigger their potential profit will be. – Viral – Cross-media– Print– Offline

KEY WORDS:

GLOBALISATION: the process by which businesses or other organizations develop international influence or start operating on an international scale.

Distribution: Distribution:

Playability? Which countries have more screens to play the film on? How are they going to ensure that country is interested? What type of lead up to the film is there to entice the audience?

Task:Task:

Research Time Warner’s distribution plan and marketing strategies for The Dark Knight Rises. Also consider how the different advertising attracts different audiences age groups. Also think Globally not just in one country.

L.O: To be able to understand the L.O: To be able to understand the DISTRIBUTION stage. DISTRIBUTION stage.


Interactivity and Personalisation:Interactivity and Personalisation: Interactivity is where the

audience can become actively involved with the media product they are consuming.

For example, viewers can use the red button on their remote control to vote for their favourite acts on some programmes or they can live text a programme to give their opinions.

Personalisation allows the consumer to select their preferences on their TV’s, mobile or internet searches.

This allows us as consumers to quickly select and consume our preferred products

However! It also allows media producers

to gain an insight into our consumption preferences, that data is then used to target us with similar products.

Question:Question:

• ‘Marketing and Distribution is just as important as Production and therefore just as much time and money should be spent in this stage’ – Discuss.

Essay Writing:

1)Form an argument (for or against?)2)Make a point3)Use evidence/example4)Explain its importance.

(Write about 4/5 paragraphs emphasising your argument.)

5) Write a counter-argument for the other side.

6) Finish with an over all point why you are for/against it.

L.O: To be able to understand the L.O: To be able to understand the EXHIBITION stage. EXHIBITION stage.


Technological Convergence:Technological Convergence:

• With the proliferation of technology, media devices has made the exhibition of films a lot easy for the audience to obtain.

KEY WORDS:

Technological Convergence: means we now have greater access to media products and choice about as and when we want to consume them.

Exhibition: Exhibition:

– How many cinema screenings? – profit?– Netlix?– Lovefilm?

How many different ways are you able to get hold of the film?How much does this cost? How is this still creating a profit?

Think about technological convergence – how many devices can you now exhibit it on? How is this beneficial for the audience? Convenience? Portability? Immediacy?

Is there a downside to this? Piracy? How far would you say this is an issue for large conglomerate institutions?

Question:Question:

• How important is technological convergence for institutions and audiences

Documents

Audiences and institutions