1. Unit 2 – working in the media industry.
Media sectors such as publishing, press, film, tv, radio and advertising, are typically
structured into departments that all co-operate collectively to help the business run, there
is a hierarchy in creative sectors; this means there will be a finance division so budgets and
sales margins can be worked out which then helps the creative division who decide where
and how the product gets released to a specific researched audience. Then there are also
manager roles within these sectors who make creative and financial decisions depending on
the role, e.g., a director in film and TV, or a producer, or even a head on editing in publishing
Public service media
Public service media is broadcasting, financed and controlled by the public, their goal
typically is to inform and educate. PSM broadcasters are often established by law but are
non-partisan, independent and run for the benefit of society as a whole, in the uk an
example of a PSM broadcaster would be the BBC which is funded by the British government
and is the default and main channel for across the UK.
Commercial media
Commercial media or broadcasting is the opposite to public service media where it is
privatised and typically owned by a company or person, who makes money from the
channel from advertisers, they also overlap with “cable” television which is very big in the
USA where it is funded by subscriptions from audiences. An example of a commercial
broadcaster would be a major channel like ITV.
Independent media
Independent media is any media, such as television, newspapers or Internet-based
publications, that is free of influence by government or corporate interests. It may also be
known as alternative media but basically independent media distinguish themselves from
mainstream media, which could ne channels such as ITV or BBC, and have complete control
of their censorship; alternative/independent media suggest that PMS or commercial media
hold a bias towards government and such, so independent media prides itself on
unbiasedness and being fair.
Vertical Integration
Vertical integration is when a Company owns different businesses in the same chain of
production and distribution, it helps companies reduce costs and improve efficiency by
decreasing transportation expenses and reducing turnaround time. However, sometimes it
is more effective for a company to rely on the expertise and economies of scale of other
vendors rather than be vertically integrated. A real life example would be that 20th Century
Fox owns the studios in Hollywood, they also own the cinemas, the TV channels and the
DVD rental shops. They own parts of chain so that they can make money from every part of
it.
2. Horizontal integration
Horizontal integration is a Company’s Ownership of several businesses of the same value. A
Media Company can own a Magazine, Radio, Newspaper, Television. Almost all Media
companies have horizontal integration. It helps to create more money and makes the
company a lot more popular amongst consumers. Also, not all media readers prefer reading
magazines. The more technology literate people will read the magazine online, so horizontal
integration helps to reach a wider audience.
Cross media
Cross media is when content such as music, pictures, and video etc. are distributed across
different mediums, the combinations can vary but most frequently the ones used are;
television, newspaper/magazines, and social media’s online. Cross media is implemented for
media campaigns to reach a broader audience.
Multiplatform media
Multiplatform media is a strategic approach where media companies are focused on making
or putting together products and services with a view towards delivery and distribution of
that content on not just one, but across multiple platforms. A multi-platform approach
means that new ideas for content are considered in a wide range of possibilities e.g., online,
mobile, interactive games etc. and not just a single delivery platform like print or linear
television.
Multinational media
Multinational media is a company that owns and distributes content into multiple countries,
an example of this would be, Liberty Global which operates between the US/Netherlands
and the UK; it owns Lionsgate filmand television in the US, then All3Media and ITV plc in the
UK and lastly, Ziggo TV in the Netherlands. This is also an Example of Horizontal Integration
because this company focuses on Film and Television exclusively.
Career opportunities in a media sector
The sector I chose to focus on and break down is the radio industry. In the UK, the radio
industry is a generic term for any companies or public service providers who are involved
with the broadcast of radio stations or ancillary services. Radio broadcasters can be broken
into at least two different groups; public service broadcasters are funded in whole or in part
through public money, for example BBC is a public service broadcaster. This can be money
received directly through the government, or as in the UK, through a licence fee. This is
typically a TV licence that every household who uses a TV signal pays so they have access to
BBC. Commercial broadcasters however, are funded through the sales of advertising spots
on their radio station, for example Capital F.M. is a commercial broadcaster. Commercial
stations are typically quite local to the area they are played in. The radio industry generates
a lot of jobs and career opportunities in the media sector; At the top of the radio industry
3. structure is the job of the manager/producer who will typically decide what gets played and
oversees the professional management of the station. The show host is the “talent” job in
radio, this is the person who usually narrates in-between songs / advertisements and they
are typically required to have a big bubbly and charismatic personality. There is also usually
a co-host who will host alongside them, and lots of preparation goes in to making the radio
show entertaining and info-packed in between songs, advertisements and other elements of
the programme. There are also promoters, who represent the station out at events, and
people who produce promotional messages about the station. Producing promotional
messages usually requires some experience, as a higher -level of skill in editing digital audio
files is required for promotional events. Another position is the board operator, who is
usually paired with the host of the show, and this position keeps the talent on time with the
commercials, facilitates the playback of recorded elements and ensures a clean broadcast of
the programme. The board operator is in control of the mixing board and the control of the
adverts and talking going smoothly.
Ethical issues for employees in the radio sector
Representations of groups, religions and individuals
Within the radio sector, the editor should evaluate the script of their content without regard
to race, gender, sexual orientation, religious belief, ethnic origin, citizenship, or political
philosophy of the artists of songs that play / advertisers. The editor needs to take account of
appropriate, inclusive and diverse representation, and should understand that the
consumer and audience should see diversity and no prejudice. There are many social
expectations to meet when it comes to the radio industry, as there is a demand for diversity
from audiences and the private / public services that fund them. This is because radio is
exposed to many different individuals nationally and it would be unfair to not be inclusive or
use any immoral / harmful language and stereotypes. It is in the radio stations best interest
to meet the demand of diversity.
Accessibility
Radio services are accessible to everyone who owns a radio, has a car with a radio in, radios
are played in public in places that have a licence to play music. So, they are typically quite
easily accessible due to listening to the radio being free as well.
Use of language
The use of language is forbidden on the radio. Broadcasting obscene content (swearing, bad
language) is prohibited by law at all times of the day. Indecent and profane content are
prohibited on broadcast TV and radio between 6 a.m. and 10 p.m., when there is a
reasonable risk that children may be in the audience. Songs that feature swearing are
bleeped.
Codes of conduct
4. Ethical oversight -
The radio aren’t influenced by outside interests or arrangements that could undermine their
integrity, they report significant stories but before they do that they establish the truth, so
they’re well informed when they explain it, they work hard to never intentionally mislead
their audiences and make sure everything they produce is accurate.
Conflicts of interests –
There is a lot of conflicts of interests to consider in radio; here are the BBC’s; the risk of
bringing the BBC into disrepute, the risk of bringing the BBC’s impartiality into doubt, the
risk of bringing the BBC’s independence into doubt, the risk of an individual’s commercial
interests, promotional work and external activities and other interests compromising the
BBC’s integrity.
Complaints and appeals –
The radio company should have a clear understanding and process of how to handle a
complaint against the radio, its staff, editorial board or management.
Authorship and contributor-ship –
Clear policies should be in place for requirements for authorship and contributor-ship as
well as processes for managing potential disputes.
Legal issues for Employees in the Radio sector.
The most important laws and legal issues for the employees covering broadcast radio are
those addressing libel, contempt of court and political impartiality at election times. It is
very important that presenters and, in some circumstances, even guests understand the
broad principles of broadcasting laws, and that station management fully understand their
legal obligations and, just as importantly, what to do when there is a transgression. The
induction, volunteer agreement and training should all stress that a careless slip of the
tongue could result in the closure of the station. If anyone says anything which defames an
individual or organisation, the presenter and the station could both be sued for libel. A
successful law suit could bankrupt a station overnight. A statement is considered
defamatory if it ‘unfairly damages reputation by exposing a person to hatred, contempt,
shame or ridicule or makes a person likely to be avoided or shunned.’
Broadcasters must never encourage or condone criminal activity or public disorder on the
radio. They also mustn’t broadcast information or convey techniques that would be of use in
criminal activities or make payments to convicted criminals or anyone involved in criminal
proceedings that relate to their conviction or such proceedings; this could result in the radio
station being shut down. Broadcasters have to be weary of children and under eighteen
year olds listening to the station; radio broadcasters must have regard to times when
children are most likely to be listening (e.g. breakfast and early evening schedules), they
5. must take care not to broadcast material that may lead to the identification of young people
involved in criminal cases, and particularly sexual offences, whether as witnesses, victims or
defendants. At times when children are likely to be listening, and unless there is very strong
editorial justification, radio broadcasters must avoid portrayals or discussion of alcohol,
drugs, smoking and solvent abuse; violence, anti-social and dangerous behaviour; use of
offensive language; issues of sex and sexuality; the occult and paranormal activity.
Regarding false information, news, in whatever form, must be broadcast with impartiality
and accuracy. Significant mistakes in news items must be corrected on air at the earliest
appropriate opportunity. The newsreader or reporter must not express personal opinions
on matters of controversy. Views and matters of fact must not be misrepresented.
Programmes based upon a presenter’s personal opinion must be clearly labelled as such.
