Youth drama youth_tv

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Youth drama youth_tv

  1. 1. Youth Drama: Youth TV
  2. 2. Youth Matter <ul><li>The 16-24 year old age group are potentially high spenders on media, technology and leisure activities. As such market researchers, broadcasters and commissioners are particularly interested in your age group. </li></ul><ul><li>  </li></ul><ul><li>Your generation will drive future changes in TV output and TV consumption patterns. You will be the people influencing how, when and where we access TV content. </li></ul><ul><li>  </li></ul><ul><li>Your generation have revolutionised the music and film industries through peer-to-peer; your generation are changing the way we access, watch and enjoy TV Dramas. </li></ul>
  3. 3. Representations of Youth: the Labels <ul><li>The following labels are used to describe 16-24 year olds: </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Generation WhatEver Generation 'Why should I care?' The Facebook kids Mobile Youth iPhone Kids  In pairs, take one of the labels and brainstorm its associations . What does it suggest about the way the commissioners perceive this group? What does the label suggest about the type of programming they might commission to appeal to this audience? Generation MSN
  4. 4. Being part of the 16-24 year old audience <ul><li>The 16-24 year old demographic are the most sought after by broadcasters; however they are also the most elusive. </li></ul><ul><li>  </li></ul>British people have increased their TV viewing since 2002.    However in the same period the 16-24 year old age group is watching less TV . Down from 19.2 hours per week to 17.6 hours per week. What is this age group doing instead?
  5. 5. Media Consumption Audit   <ul><li>Do an instant audit of your own media consumption, by ranking these different media activities in order of preference, with your most frequent activity at the top, and the least frequent at the bottom. </li></ul>Playing games online or on a console Watching TV content online (You Tube) Watching DVD Watching TV On Demand Listening to music via MP3 player or phone Online Social Networking Watching scheduled TV The Cinema Listening to scheduled radio Live streaming music (Spotify, Last FM) Using your mobile phone Other (please specify)
  6. 6. <ul><li>Share your instant audits </li></ul><ul><li>  </li></ul><ul><li>If you were an advertiser hoping to target consumers in your own age-group, which media would you choose to reach them? </li></ul>
  7. 7. Kate Harwood on Youth Audiences   <ul><li>In pairs draft an email to Kate Harwood, Controller of Series and Serials for the BBC, responding to what she says, for example: </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Your own view of what the youth audience wants from TV drama </li></ul><ul><li>  </li></ul><ul><li>Examples of TV drama aimed at this audience which you think gets it right. </li></ul><ul><li>  </li></ul><ul><li>Examples of TV drama aimed at this audience which you think gets it wrong. </li></ul><ul><li>  </li></ul><ul><li>The dangers of trying to appeal to this audience </li></ul><ul><li>  </li></ul>
  8. 8. E4    <ul><li>Skins was commissioned by, and first appeared on, the digital channel E4 in 2007.  E4 targets the youth audience. </li></ul><ul><li>  </li></ul><ul><li>Go to the E4 website.  </li></ul><ul><li>  </li></ul><ul><li>Give examples of the ways in which E4 tries to attract 16-24 year olds. </li></ul>
  9. 9. The Skins Trailer   <ul><li>Watch the trailer and make a note of your immediate impression of the trailer - would the programme appeal to 16-24 year olds? What  Values Aspirations and Lifetsyles (VALs)   are represented in the trailer? </li></ul>
  10. 10. What does the Skins trailer say about young people? <ul><li>Select three adjectives from the list below (or come up with your own) which best describe your own feelings about the view of young people constructed in the trailer. </li></ul>  Parodic                        Humorous       Eye-candy                    Stereotypical         Postmodern                Realistic       Hyper-real                    Off-beat     Appealing                    Optimistic     Patronising                    Insulting
  11. 11.   A Trailer Based on a Stereotype? <ul><li>One reading of this trailer might suggest that it exploits a particular image of young people based on stereotypical assumptions held by adults. </li></ul><ul><ul><li>Watch the trailer again, this time focusing on any stereotypical assumptions you identify. Are these assumptions completely accurate, completely inaccurate, or exaggerated versions of what young people are like? </li></ul></ul><ul><li>  </li></ul><ul><li>2 .     Try rating the representations of young people in the trailer the    </li></ul><ul><li>        four continuum lines below. Draw the lines and put a cross on </li></ul><ul><li>       each line to indicate whether you feel the representations are: </li></ul><ul><li>  </li></ul><ul><li>  Authentic........................................................................Fantastic  </li></ul><ul><li>  Realistic..........................................................................Surreal  </li></ul><ul><li>  Entertaining.....................................................................Embarrasing   </li></ul><ul><li>  Offensive.........................................................................Acceptable   </li></ul><ul><li>  </li></ul>
  12. 12.   Company Pictures: The Makers of Skins Skins is an off-beat comedy drama series about a group of 16-17 year old friends.   Sunny, optimistic kids who grab life by the balls and give it a twirl.   Kids who party hard, pass exams, have sex, self-harm, manage their parents, interface with their teachers and push boundaries - both home and abroad.   The result is a hilarious mixture of sweet, charming and sometimes heartbreaking stories which focus on comic potential as well as proper emotional development.   How accurately do you feel the trailer reflects the representations suggested by Company Pictures?   Google Company Pictures ; what other TV Dramas are they involved in? Do they only produce Youth TV?

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