Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area
Class notes: rough essay planDiscuss the issues raised by media ownership in the productionand exchangeMedia ownershipof media texts in your chosen media area (Jan 11)ProductionExchangeIntro:UK Radio industryPSB and commercial sector institutionsPSB (BBC)Commercial (Absolute)The UK radio industry is mostly made up of the Public Service and commercialsectors. The BBC is the UK’s public service institution and reaches 55% of UKlistening audiences. The Absolute network is a commercial institution based inLondon that broadcasts nationally via DAB radio, with a UK audience share of1.2% (RAJAR, Dec 2012).Media ownership and BBC- license fee. £149.50 per household, £6bn for wholeBBC, £604m for BBC Radio. License fee is one of the reasons for BBCs stability asthey can plan original content YOY and retain loyalty.Examples of original content- 1BW, innuendo bingo, festival coverage, Sundaysurgery. Most of this content will become visual and will be streamed online orstored on iplayer and radio 1 website.1BW: Production- live feeds, red button, DAB, streaming, BBC Three coverageExchange- twitter, user generated content, audience photos
You may also want to touch on: cross platform promotion. Mediaownership and BBC dominance and brand reach means that most of UK will seeor hear about 1BW. BBC will use TV to promote radio content as part of summerfestival coverageMedia ownership and Absolute: Lack of license fee for commercial sector meansit is less stable. Advertisers are less confident in radio as a way of accessingaudiences as our habits have changed- we want visual content and use theinternet for info.What are Absolute doing right that their audiences are growing andadvertisers like Barclays PL, SkyFall and Apple are spending money advertisingwith them?In 2009, TIML bought Virgin Radio and started Absolute with a business planthat centred round digital technologies and changing audience habits. Theyidentified a new audience- the reluctant adult- and marketed to them in thehope of gaining their loyalty.Reluctant adult: 25-40 male, owns a smartphone, career, mortgage, family, car,disposable income. Nostalgic for his childhood, still wants to play Xbox atweekend, remembers his favourite cartoonsBy targeting the reluctant adult with the ways they produce and distribute theircontent Absolute are building a stable future for themselves. By tapping intotheir gadgets and habits now they can ensure their loyalty for a long time.Although Absolute don’t have a license fee they are a new part of TIML.Absolute started in 2009 (bought from Virgin) and restructured so technologieswere at the heart of the institution. This affects the way content is produced.More visual content and more original visual content to cater for audiencehabits.Live content for Absolute and how it is usually run in conjunction with sponsorsCompare BBC and Absolute appsTalk about Absolute station apps with iplayer app
Talk about football app separatelyTwitter accounts for stations and DJs that engage the audience and encourageexchange and UGC- quote tweets from DJs or retweets of listener commentsfrom stations.Conclude: BBC dominate due to brand reach and license fee, but Absolute arefinding ways of working and expanding audiences by focusing on technologiesand audience consumption trends and using these to guide the way theyproduce their content.