This document provides an assignment brief for a BTEC Level 1/2 Tech Award in Creative Media Production. Students are asked to produce a report for a media production company researching how to engage teen audiences. The report involves two parts: 1) Analyzing examples of past and present media products from audio/visual, publishing, and interactive sectors in terms of their target audiences and how production, distribution, and marketing shaped the products. 2) Focusing on one media sector, students analyze how genre, narrative, representation, and production techniques create meaning and engage audiences. They also experiment with these elements and document their process. The findings will help the company develop new media products for teens.

1. 1
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM 2017
BTEC Assignment Brief
Qualification BTEC Level 1 / Level 2 Tech Award in Creative Media Production
Component number
and title
1: Exploring Media Products
Learning aim(s)
A: Investigate media products
B: Explore how media products are created to provide meaning
and engage audiences
Assignment title TeenScene Competitor Research
Assessor
Issue date
Hand in deadline
Vocational Scenario
or Context
TeenScene Media are a media production company producing
media products across a range of sectors. They are planning a new
range of products designed to appeal to young people from 13-19
across a range of demographic backgrounds and are researching
how past and present media products are created to engage
specific audiences.
In your role as a junior researcher they have asked you to write a
report reviewing a range of media products from the audio/moving
image, publishing and interactive sectors that have been produced by
their competitors to analyse their purpose and how they have been
created to engage their audiences.
They have then asked that you focus on a range of products from
one of the sectors to analyse how genre, narrative, representation
and production techniques are used to create meaning for the
audiences. Your findings will be used to help develop new media
products for the teen audience.
Task 1 You must produce a report, either as a blog, presentation or
written document
In Part 1 of your report you must analyse examples of past and
present media products across the three different sectors:
 audio/moving image, e.g. TV programmes, films, music
videos, animations, TV and radio advertisements, radio
broadcasts, podcasts

2. 2
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM 2017
 publishing, e.g. newspapers, magazines, comics, brochures,
advertisements
 interactive media products, e.g. websites, mobile apps,
e-magazines, mobile games, video games, online games.
You must examine examples of different products to analyse how
these products are created to engage audiences for a specific
purpose.
Your report must investigate:
 the primary and secondary target audience for each product
 the purpose of each product
 the relationship between product, audience and purpose
 how the stages of production, distribution and marketing
have helped shape the products for their specific purpose
and audience.
You must present your findings to a high standard using media
terminology accurately.
Checklist of
evidence required
 A blog, PowerPoint presentation (including speaker notes) or a
written report.
Criteria covered by this task:
Criteria reference To achieve the criteria you must show that you are able to:
A.2D1
Analyse the relationships between media products, their purpose and
specific audiences using considered examples across all the three media
sectors.
A.2M1
Discuss the relationships between media products, their purpose and
specific audiences using appropriate examples across all three media
sectors.
A.2P1
Describe media products, their purpose and audience, with reference to
relevant examples across all three sectors.
A.1M1
Outline media products, their purpose and audience, using basic
examples from one or more sectors.
A.1P1
Identify media products, their purpose and audience using limited
examples from one or more sectors.
Task 2 Part 2 of your report must focus on examples of media products
from one of the media sectors:
 audio/moving image
 publishing
 interactive.

3. 3
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM 2017
Your report must analyse how each product has been constructed to
generate meaning for a specific audience and how the audience may
respond to the product.
You must consider:
 the narrative of the product
 the generic influences and how the products use or subvert the
codes and conventions of that genre
 representation of people, places, issues and events
 how genre, narrative and representation combine to create
meaning for the audience
 how different audiences may interpret the product.
You must also analyse how media production techniques are used to
create meaning for audiences within the products you have chosen,
e.g.:
For audio/moving image media products you could consider use of:
 camerawork
 mise en scène
 lighting
 sound
 editing techniques.
For publishing products, you could consider use of:
 layout and design
 typography
 photographic techniques
 image editing techniques.
For interactive media products, you could consider use of:
 interactive features
 user interface
 usability/playability
 graphics
 sprites/characters
 environment elements such as lighting
 sound.
Your report should also show examples of your own experimentation
with the use of codes, conventions, representation and production
techniques when developing ideas for media products within your
chosen media sector.
You must present your findings to a high standard using media
terminology accurately.
Checklist of
evidence required
 A blog, PowerPoint presentation (including speaker notes) or a
written report.

4. 4
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM 2017
 The report should include recordings, photographs or an
annotated log of your own experimentation with production
techniques, which may be supported by teacher observations.
Criteria covered by this task:
Criteria reference To achieve the criteria you must show that you are able to:
B.2D2
Analyse the relationship between genre, narrative, representations and
how production techniques are used to effectively create meaning and
engage selected audiences, with reference to considered examples of
media products.
B.2M2
Discuss the relationship between genre, narrative, representations and
how production techniques are used to create meaning and engage
audiences, with reference to appropriate examples of media products.
B.2P3
Describe how genre, narrative and representation are used to engage
audiences, with reference to relevant examples of media products.
B.2P4
Describe the production techniques used in the creation of media
products, with reference to relevant examples.
B.1M4
Outline the production techniques used in the creation of media
products, with reference to limited examples.
B.1M3
Outline how genre, narrative and representation are used to engage
audiences, with reference to basic examples of media products.
B.1P4
Identify the production techniques used in the creation of media
products, with reference to limited examples.
B.1P3
Identify how genre, narrative and representation are used to engage
audiences, with reference to limited examples of media products
Sources of
information to
support you with
this Assignment
Websites
www.barb.co.uk/
Barb measures UK TV viewing figures.
www.bfi.org.uk/
The British Film Institute website has a dedicated education section
with excellent resources
www.media.edusites.co.uk
This is a subscription-based website with varied media resources. It
has very good content on media audiences.
www.rajar.co.uk/
RAJAR measures listening across all distribution platforms, including
online.
http://www.thefilmspace.org

5. 5
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM 2017
Gives educational resources relating to UK film audiences.
https://ukie.org.uk
The website of the association for UK interactive entertainment
contains useful information about the games and interactive
entertainment sector and audiences.
Scenario The scenario can be adapted to meet the needs of the centre and
learners and could link to local employer opportunities where
appropriate.
Tasks Task 1 must require learners to analyse products from all three
specified media sectors, however within Task 2 the centre may
specify the sector from which learners must choose products for
analysis.
Sources of information can be further adapted to suit the chosen
sector.