T11. Marketplace model

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VOTING

RESULTS



Audience is King..

How TRUE Is That?



Introduction

Assumptions & Critique

Conclusion

Our Proposed Model



Introduction: Media

Audience The idea of the audience as a consumer isdeemed as key to the growth of the mediaindustry."the perception of

broadcasters ascommunity trusteesshould be replaced by aview of broadcasters as

marketplace participants. . . the public's interest,then, defines the publicinterest." Mark Fowler,

Former FCC Chairman



Assumptions:

Consumers are active media seekers,choosing what forms of media they willattend to, when & how often.

(BIGResearch, 2004)



Critique:

CASE STUDY: FOOTBALL CHANNEL

PRODUCER: STARHUB

• Launched in 2007, Football Channel is fully

dedicated to football after Starhub won therights tobroadcast live Premier League games over

ESPN

Star Sports.



Assumptions:

They have well-formed programpreferences, influencing them to choosespecific content.



Critique:

CASE STUDY: DEMAND TV

PRODUCER: STARHUB

Video-on-Demand (VOD)• Provides what today’s customers are looking

for:• Control & convenience:- No TVC interruption- Able to stop, pause & rewind the program

[Owntime own target]

• To be part of the hippest crowd:

- One of the first to catch the latest episodesOR



Assumptions:

Media System is responsive to audiencepreferences.



Critique:

CASE STUDY: THE CHAMPIONPRODUCER: MEDIACORP TV

• 20-episode drama serialwhich debuted in October 2004

• "The Champion" achieved extremely highratings during its telecast

• 1st Mediacorp drama which allowed theviewers to

vote for their favorite 2 minute ending



Critique:


SMS Surveys: Two choices to choose from (A or B)• Choices given in the form of SMS ($0.20 persms)

Gave audiences the chance to choose theirpreferred endings:“Audience as King”: Empower audiences tomake them feel that they have a say in how

the story should end. Emphasis is placed on“ ”



Assumptions:

Media System is responsive to audiencepreferences.

How TRUE Is That?



Critique:


• “Behind the Scene” (One ending mighthave

already been decided regardless of the SMSvoting’s outcome)

• Lack of transparency



Critique:

CASE STUDY: MUSIC STATIONPRODUCER: JAPAN TV ASAHI

• Long running Japanese Music Television

Program• Received Regional Recognition- Broadcasted by Mediacorp TV from 2000 –2002

- Broadcast time belt: late weekday nights at

11:00pm- Broadcast stopped in 2002



Critique:

CASE STUDY: MUSIC STATION

PRODUCER: JAPAN TV ASAHI

• Reason For Termination- Japanese TV programs are more costly

- Genre of program is too niche

• Feedback gathered from Audience- Forum comments- Emails written in

• Result: Music Station was not telecasted

again



Critique:

CASE STUDY: MUSIC STATION

PRODUCER: JAPAN TV ASAHI



Critique:

To a broadcaster, viewers are only numbers. Those numbers are then used to charge asponsor and adjust advertising revenue.

Television watchers only matter in respectto "how much the sponsor is willing to pay toreach any single viewer.

Thus, in the marketplace model,

programming has only one function: eachprogram must attract as many viewers aspossible.



Assumptions:

The audiences are rational, well-informedindividuals who will act in their own self-interest.

How TRUE Is That?

Audience demographics are not clearlydefined.



CASE STUDY: The Deer HunterPRODUCER: Universal Pictures

• The 1978 war film The Deer Hunter

gives us a disturbing and compellinglook at The Vietnam War.

• One of the most memorable scenes – A

wager onthe fate of American soldiers, who were

forced to

play Russian Roulette.

Critique:



Critique:

CASE STUDY: The Deer Hunter

PRODUCER: Universal Pictures

• Something in this movie spoke topeople – those honestly shivering onthe verge of suicide

• Inspired a number of people to commit

suicide inthe same fashion

• At least 35 cases of Russian roulette deaths

in US



Conclusion

• Evolution of Media AudienceThe Future of the Mass Audience (Neuman,

1991)

MoreDiversity

andParticipation

MassCommunicatio

ns Industry

SocialPsychology

of Media Use



Conclusion

• Deregulation – More Good or Bad?

Fewer Censorship Laws = Less Control

Regulations are both good and bad. Theylimit choice and restrict initiative but theyalso guide and protect people from taking

the wrong options.



Conclusion

• Are there more important players to themedia compared to the audience?

The mass media have arisen partly as avehicle for mass commercial advertising,and the role of advertising has grown.



Our Proposed Model

Advertiser

as King

Audience:

Led to

thinkthey getwhatthey

want

Media:

ProfitDriven

$$

$

Programs withhigh

ratings



• McQuail, D, (1997), Audience Analysis, SAGEPublications, London

Jacobson, L, (2008),Children & Consumer Culture in American Society , Praeger Publishers Connecticut

Kaufman, R 2004, Filling their minds with death: TV

violence and children, Last accessed 19 March 2009,< http://www.faithandfamilytv.com> Neo, CC (2009). StarHub ups the on-demand ante, Last

accessed 8 March 2009,http://www.todayonline.com/articles/271866.asp

T, J (2009). Watching at leisure, Last accessed 8 March2009,http://www.asianewsnet.net/news.php?id=3817&sec=9

• Hundt. R.E. (1995). Speech by FCC Chairman. Available:http://www.fcc.gov/Speeches/Hundt/spreh517.txt. Last

accessed 8 March 2009.

http://www.faithandfamilytv.com/

http://www.todayonline.com/articles/271866.asp

http://www.asianewsnet.net/news.php?id=3817&sec=9

http://www.asianewsnet.net/news.php?id=3817&sec=9

http://www.todayonline.com/articles/271866.asp

http://www.faithandfamilytv.com/



• Schultz, Block and Pilotta. (2005) Implementing a Media

Consumption Model. Available:

http://www.bigresearch.com/Esomar2005.pdf . Lastaccessed 15 March

2009.

• LaMay, C.L. (2007). Public Service Announcements,Broadcasters, and the Public Interest: Regulatory

Background and the Digital Future. Available:

http://www.northwestern.edu/ipr/publications/papers/wp0107.pdf.

Last accessed 8 March 2009.• Short interviews held with Mediacorp Personnel(Assistant

Producers Producers)

http://www.bigresearch.com/Esomar2005.pdf

http://www.bigresearch.com/Esomar2005.pdf

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T11. Marketplace model