This document discusses the importance of defining a target audience for media producers. It explains that every media text is created with the goal of appealing to and attracting an audience. There are two main types of audiences: a mass/mainstream audience, which is very large and lucrative but difficult to please entirely; and niche audiences, which are smaller but can still be profitable if the media text successfully appeals to their specific interests. Determining the target audience helps media producers make choices about content and presentation to maximize their appeal. However, the actual audience that consumes a media text may differ from the intended target audience.

1. AUDIENCE
• Identify the importance in defining a target
audience for media producers
• Show the differences between a mass
audience and a niche audience; a target
audience and an actual audience

2. AUDIENCE
One of the most important concepts within
Media Studies is that of audience.
Every media text is made
with a view to pleasing
an audience in some
way. Success is measured
by the audiences
response to a media text
and those that do not
attract and maintain
an audience do not
survive.
At the heart of this is the
fact that all media texts are
created in order to make
money

3. TARGET AUDIENCE
If a media text is deemed successful it needs to attempt to ensure it offers
appropriate pleasures (gratifications) its audience. Each media text will be
targeted towards a specific group and the way it is constructed will be carefully
considered in light of who the target audience is.
• The Mass/Mainstream Audience
• Some media texts attempt to appeal to a broad range
of people. Although difficult to achieve, this is an ideal
way to create very large audiences and, therefore,
maximise the potential for success and ultimately
profit. This group, consisting of males and females,
young and old and a wide range of social groups is
often called the mainstream or mass audience.

4. • What types of shows are
broadcast?
• The channel broadcast a selection
of current affairs, comedy, soap and
drama programmes.
• Who is the target audience?
• Whilst each programme may not be
to everyone’s taste, it is clear that
the programmes could appeal to a
range of different types of people:
young and old, male and female
and a range of different interests
are being catered for.
• This is typical of a mainstream,
mass audience broadcaster.

6. Compare the BBC lisitings with these from the same
evening for ITV
1. Even though the programming is slightly
different, what are the similarities?
2. Consider the topics chosen for the current affairs
programming. How do they identify the fact that
both channels are attempting to attract a mass
audience?
3. Look at the listings for other TV channels. Can
you identify and differences in the target
audience for these channels?
4. Why do you suppose programmes between 7pm
and 11pm were chosen for this activity?

7. MAINSTREAM AUDIENCE
• BBC 1 and ITV are in direct competition with each
other for the mass audience. This audience is
very lucrative but there is a distinct possibility
that this large audience will be split between the
mainstream broadcasters.

8. NICHE AUDIENCE
• The mass audience is not
the only one that can make
a lot of money for media
producers. Some media
texts are created with a
specific sub-section of the
audience in mind - a niche
audience. Whilst a niche
audience is likely to be
smaller in number than a
mass audience, appealing
to a specific group can be
profitable.

9. NICHE AUDIENCE
1. What Niche channels
can you think of?
Who is the target
audience?
2. What niche
programmes can you
think of? What could
be advertised during
these programmes?

10. TARGET AUDIENCE
• It is important for media producers to recognise and
identify who their target audience is. It is the
knowledge of who the audience is assumed to be that
enables media producers to make specific choices
about how to construct their media texts. This
knowledge will help them decide on what content to
include and how to present the content.
THINKING ABOUT
COURSEWORK…
When you create your film
openings you are required to
provide target audience
information and explain how your
production appeals to your target
audience

11. IDENTIFYING THE TARGET AUDIENCE
The primary aim for any media producer is to create a text which successfully
identifies what it is that the target audience want and then to present it to them in
a way that ensures they will return again.
• The following are some of the things you can consider when looking at a
media text which will help you determine who the target audience are:
• the subject matter – who is it assumed to interest? who does it focus on
and from whose point of view are ideas presented?
• advertising – who would be interested in the products advertised close to
or within the text?
• TV/radio scheduling – who is assumed to be watching when the
• programme is broadcast?
• the certification of a film (The British Board of Film Classifications)
• media language choices – e.g. is the soundtrack appealing to a specific
group? does the layout and design or camera work and editing remind you
of other media texts which have a specific target audience?

12. TARGET AUDIENCE VS.
ACTUAL AUDIENCE
• Even though media producers may have a specific audience
in mind when creating a media text, this is not to say that
only those people targeted will access these texts. Men are
known to read women’s lifestyle magazines and women will
watch Fifth Gear even though they may not be the target
audience for these texts and are in the minority. The actual
audience may end up being quite different to the intended
target audience.
THINKING ABOUT
COURSEWORK…
For your film opening coursework
you might what to refer to a
primary and a secondary audience

16. TARGET AUDIENCE
• Using the front cover of Bliss and the packaging
for Sugar identify the aspects of the media
language which are chosen in order to attract the
target audience of teenage girls. Consider the
celebrities chosen for the front page, the choice
of colour and the lexis (words). Also, consider the
content of the magazines
• – what assumptions are being made about
teenage girls’ interests and aspirations?

17. DEFINING A TEENAGE GIRL
• Magazines such as Bliss and Sugar have a target
audience of older teenage girls. The content of
these magazines reflect this, in the fact that they
focus on celebrity gossip, fashion and make-up
and also on relationships and sex. At times the
sexual content can be quite explicit and these
magazines have been criticised in the past for
having this type of content as it is understood
that the actual audience are more likely to be in
their low teens.