presentation made for media studies assignment

1. THEY SAY THAT MEDIA ARE INFLUENTIAL

2. THAT THEY ARE EVERY WHERE

3. AMONG EVERY DAY PEOPLE

4. PRESENT IN EVERY SOCIAL CIRCLE

5. THEY SPREAD THEIR VIEWS

6. CONSTRUCT OPINIONS

7. BUT THEY NEED…..

8. PEOPLE WHO LISTEN

9. PEOPLE WHO FOLLOW THEM…

10. AUDIENCE

11. AUDIENCE

12. AUDIENCE

13. AUDIENCE!!!

14. AUDIENCE Group Members: Umm E Rabab Rizvi MahrukhSaleem SahrishIrfan ZuhaTaj SamitaEjaz Irum Khan

15. OVERVIEW What is Audience? Types of audience Audience Research Demographics Gallup Pakistan International Audience Research Agencies

16. What is audience? Audience is a group of people that participate in the media in several different ways. Media audiences are studied by academics in media audience studies.

18. Immediate audiences

19. Mediated audiences

20. Universal audience

21. Ideal audience

24. Mediated audiences Individuals who consume rhetorical texts in a manner that is different from the time or place in which the speaker presents a text. Audiences who consume texts or speeches through television, radio, and Internet are considered mediated audiences because those mediums separate the rhetoric and the audience

25. Imagined audience that serves as an ethical and argumentative test for the rhetoric. It requires the speaker to imagine a composite audience that contains individuals from diverse backgrounds and to discern whether or not the content of the rhetorical text or speech would appeal to individuals within that audience. UNIVERSAL AUDIENCE

27. Youth in cell phone network ads

28. Joint family system in paint ads

30. Audience research

31. Audience research Audience research can do 2 main things : estimate audience sizes discover audience preferences

32. Radio and newspapers are getting important in audience research.

33. Audience research was the first form of market research

34. Need for audience research Though audience research is necessary, still some organizations survive without it, how? if an organization doesn’t do systematic audience research, it usually has some informal method of collecting feedback If funding is guaranteed, then audience research doesn't t matter that much. As long as the firms keep making money, they feel no need for audience research. If you want to know why audiences react as they do, you need audience research or market or social research, depending upon the industry.

35. Varieties of audience research Not all information-gathering is research. To qualify as research, information-gathering must be systematic and unbiased. It must cover the entire audience of interest. It should also avoid subjectivity: if two people do the same research, they should arrive at the same results. Audience research greatly reduces this risk.

36. Audiencemeasurement Audience measurement is the most widely used form of audience research. There is an important difference between audience research and the customer information that non-broadcasting organizations gather. Audience measurement can find out only that a person (or household) was tuned into a program at a particular time. It provides no information about the amount of attention being paid or opinions about the program.

37. Audience measurement Audience measurement is done in two main ways: 1. Surveys, asking people which programs or stations they listened to, at which times, on which days. 2. Meters attached to TV sets (or occasionally to radios) , which record the stations the set is tuned to, at which times, on which days.

38. TV ratings data collection requires a panel to be selected which is the random representative sample depending upon the income profile of households. Panel confidentiality in Gallup.

39. Diary Method

42. People may have more than 1 TV set

43. People may watch channels on the internet

44. People might not allow to open their t.v sets to attach the people meter.

46. Evaluation Tells if the purpose of the program was conveyed Test a program for social effectiveness Testing if programs have improved Let advertisers know when to advertise Let channels know what types of programs they should run Understand your audience.

47. demographics

48. Population: 169,708,300 - 2009Source: World Bank, World Development Indicators Urban population consists of 27%. 67% rural population. 105 million Tv viewers.

49. Sex ratio at birth: 1.05 male/female Under 15 yrs: 1.06 male/female 15-64 yrs: 1.09 male/female 65 yrs and over: 0.92 male/female

51. Number of Television Sets: 3,100,000 Number of Radio Receivers: 13,500,000 Number of Individuals with Computers: 590,000 Number of Individuals with Internet Access: 133,875

52. The three most influential newspapers in Pakistan are the daily Dawn in English, the daily Jang in Urdu, and the daily Business Recorder in the area of business and finance.

53. Viewers category Hours of viewing per day Heavy viewer 4 and more than 4 hours Moderate viewer More than 2 but less than 4 hours Light viewer Up to 2 hours 60% of rural households have electricity, 30% own a TV(2000, Gallup)

54. Urban viewer ship comprises of a combination of Pakistani (75%), Indian (60%), and English channels (20%), however Pakistani channels lead by 15%. On the other hand rural viewer ship is mostly of Pakistani channels (86%) with a small share of Indian channels (27%) and a tiny share of English channels (11%).

55. Top 3 most watched channels in Pakistan: PTV Star plus Geo

56. As many people watch Express News as Pogo more people watch the Cartoon Network than Geo Entertainment and more people watch Masala TV (a cooking channel) than Dawn News.

57. Most visited websites www.pakistan.gov.pk www.nust.edu.pk www.sbp.org.pk Facebook is the Eighth Most Visited Website in Pakistan

60. It is networked to collaborate in around 70 countries of the world, spread over 5 continents.

62. 19 Regional Field Centers.

64. Media ResearchThey use Recorder G as a software to record channel viewership at different times.

66. Advertising, Monitoring & Tracking (They report to advertisers about any faulty advertisements)

67. Survey Reports & Consultancy

70. Age

71. Education

73. INTERNATIONAL AUDIENCE RESEARCH AGENCIES

74. Compiles television ratings in United Kingdom.

75. Well-established and qualified research and information system house based in the Arabian Peninsula.

76. is a Global marketing and advertising research company headquartered in New York.