L.O: To be able to L.O: To be able to explore the different explore the different

media SECTORS. media SECTORS. G322 Audiences and Institutions

Sectors: Sectors: • Image the media is like a school. Inside that

school there are lots of different subjects • Maths• English• Science• P.E

• These subjects are just different SECTIONS of the school.

KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Sectors: Sectors: KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Try and list as many SECTORS you can find in the media:

1)2) 3)4)

Digital Media Products:Digital Media Products:

• Within each sector there are a range of different INSTITUTIONS whose role is to create media products and make money. T.V Audio Publishing Games

• • • • • •

• • • • • •

• • • • • •

• • • • • •

KEY WORDS:

INSTITUTIONS: Institutions are companies/business organisations which provide media content that will achieve profitable financial returns.

Synergy:Synergy: FILM/T.V

AUDIO

PUBLISHING

GAMING20th Century Fox Television20th Century Fox Television

Nine comic book series have been published by Bongo Comics since 1993.

20th Century Fox, Gracie Films, and Film Roman produced The Simpsons Movie, an animated film that was released on July 27, 2007.

The album The Simpsons Sing the Blues was released in September 1990 and was a success, peaking at #3 on the Billboard 200 and becoming certified 2× platinum by the Recording Industry Association of America.

Numerous video games based on the show have been produced. Some of the early games include Konami's arcade game The Simpsons (1991) and Acclaim Entertainment's The Simpsons: Bart vs. the Space Mutants (1991).

KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

Synergy:Synergy: KEY WORDS:

Vertical Integration: This is where an institution has shares or owns each part of the production and distribution process.

FILM/T.V

AUDIO

PUBLISHING

GAMING

Can you find another example where synergy has been used in

order to produce a product?

TASK:In groups research how the institutions behind the following film products used synergy. Put your findings into a PowerPoint in order to present your findings.

• Star Wars• The Inbetweeners• Batman• The Incredibles• Toy Story• Sex and the City• Spiderman• Avengers

KEY WORDS:

Horizontal Integration: This is where an institution buys into units from different sectors to help create a profit.

L.O: To be able to present L.O: To be able to present the role of SYNERGY. the role of SYNERGY.

G322 Audiences and Institutions

STARTER:STARTER:What SECTORS are the following images from?

FILM GAMING AUDIO

Synergy: Synergy: Advantages?

EXTENSION: Can you think of any potential disadvantages to synergy?

L.O: To be able to present L.O: To be able to present the role of SYNERGY. the role of SYNERGY.

G322 Audiences and Institutions

Media Conglomerates Media Conglomerates (Media (Media ownership):ownership):

Massive multinational media companies who own:

• Film Studios• TV Stations• Record Labels• Magazines• Newspapers• Books• Internet platforms

A conglomerate has a lot of money to put into film production. They can also market their film through all of their subsidiary companies. This practice is known as SYNERGY.

KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

Companies Owned by News Companies Owned by News Corporation:Corporation:Magazines

GQ (Az)VogueLove itInside Out

BooksHarperCollins

Television, Satellite and CableFox Broadcasting Company (US)My Network TV (US)ITV (17.5%)BSkyBPremier Media Group (Az 50%)STAR TV (Asia)

Film Studios20th Century FoxBlue Sky StudiosRegency Television (50%)

InternetFox Interactive MediaMyspacePhotobucket

KEY WORDS:

Convergence: The coming together of media institutions, or the merger of formerly different elements within one institution.

NewspapersThe SunNews of the WorldThe TimesThe Sunday TimesThelondonpaperNew York PostThe Wall Street JournalThe Australian

RadioMyspace RecordsRadio City (India 20%)Nashe (Russia 50%)

Examples of Media Examples of Media InstitutionsInstitutions::

Research the following institutions. Do they have an subsidiary companies within their domain? If so what sectors do they cover?

• BBC• Time Warner• MTV• Disney• Vivendi Universal• Emap• Sony

KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

L.O: To be able to explore L.O: To be able to explore the dangers of MEDIA the dangers of MEDIA

IMPERIALISM. IMPERIALISM. G322 Audiences and Institutions

Ownership, Control and Ownership, Control and Competition:Competition:• Ownership is a very important element of institutional theory.• Ownership equals control and influence (through bias)• Individuals who own vast media empires are sometimes

referred to as gatekeepers (Rupert Murdoch- sorry, him again!)

• Commercial gatekeepers loyalty is ultimately to advertisers NOT their audience

• If only a few people hold a monopoly over a media form (or through several linked forms) then there is no competition.

Media Imperialism:Media Imperialism:• As multinational media conglomerates grow

larger and more powerful many believe that it will become increasingly difficult for small, local media outlets to survive.

• A new type of imperialism will thus occur, making many nations subsidiary to the media products of some of the most powerful countries or companies.

http://www.youtube.com/watch?v=6gbw6m2hX60

Time Warner:Time Warner:• Warner Bros in itself is part of an even bigger

conglomerate called Time Warner which is a huge media conglomerate institution which uses Horizontal Integration to consolidate its power and profits.

• Horizontal Integration is where an organisation develops by buying up competitors in the same section of the market e.g. one music publisher buys out other smaller music publishers.

Time Warner:Time Warner:• Using the Batman product as an example – how has

Time Warner managed to ensure a horizontal approach of making money?

L.O: To be able to L.O: To be able to understand the process understand the process

of creating a product. of creating a product. Creative Digital Media Production

Production ProcessProduction Process

ProductionPre- Post-

Production Process: Production Process:

Pre-Production

Production

Production Process: Production Process:

Post-Production

Distribution

Production Process: Production Process:

Exhibition

Task: Task: •You are going to create a Case Study Blog – you will be adding to this throughout this term and it will be a revision aid for your exam.

•Go to Wordpress and create a blog with the user name:AS your name case study.wordpress.com

(ASdeclancasestudy.wordpress.com)

•You are then going to begin researching Time Warner and the pre-production, production and post-production stages of creating The Dark Knight Rises. This will include who was involved during these stages, the initial budget, how much the different stages cost, was there any synergy or convergence?

L.O: To be able to L.O: To be able to understand the process understand the process

of creating a product. of creating a product. Creative Digital Media Production

Question:Question:

Jan 2012:

What impact does media 0wnership have upon the range of products available to audiences in the media area you have studied?

Question:Question:

• ‘Spending a large part of the budget on the production stages is important if you want it to be a success’ – Discuss.

L.O: To be able to L.O: To be able to understand the understand the

DISTRIBUTION stage. DISTRIBUTION stage. Creative Digital Media Production

Marketing: Marketing:

Larger conglomerates have the budget to spend on their marketing campaigns. The more audiences they can reach the bigger their potential profit will be. – Viral – Cross-media– Print– Offline

KEY WORDS:

GLOBALISATION: the process by which businesses or other organizations develop international influence or start operating on an international scale.

Distribution: Distribution:

Playability? Which countries have more screens to play the film on? How are they going to ensure that country is interested? What type of lead up to the film is there to entice the audience?

Task:Task:

Research Time Warner’s distribution plan and marketing strategies for The Dark Knight Rises. Also consider how the different advertising attracts different audiences age groups. Also think Globally not just in one country.

L.O: To be able to L.O: To be able to understand the understand the

DISTRIBUTION stage. DISTRIBUTION stage. Creative Digital Media Production

Interactivity and Interactivity and Personalisation:Personalisation:

Interactivity is where the audience can become actively involved with the media product they are consuming.

For example, viewers can use the red button on their remote control to vote for their favourite acts on some programmes or they can live text a programme to give their opinions.

Personalisation allows the consumer to select their preferences on their TV’s, mobile or internet searches.

This allows us as consumers to quickly select and consume our preferred products

However! It also allows media producers

to gain an insight into our consumption preferences, that data is then used to target us with similar products.

Question:Question:

• ‘Marketing and Distribution is just as important as Production and therefore just as much time and money should be spent in this stage’ – Discuss.

Essay Writing:

1)Form an argument (for or against?)2)Make a point3)Use evidence/example4)Explain its importance.

(Write about 4/5 paragraphs emphasising your argument.)

5) Write a counter-argument for the other side.

6) Finish with an over all point why you are for/against it.

L.O: To be able to L.O: To be able to understand the understand the

EXHIBITION stage. EXHIBITION stage. Creative Digital Media Production

Technological Technological Convergence:Convergence:• With the proliferation of technology,

media devices has made the exhibition of films a lot easy for the audience to obtain.

KEY WORDS:

Technological Convergence: means we now have greater access to media products and choice about as and when we want to consume them.

Exhibition: Exhibition: – How many cinema screenings? – profit?– Netlix?– Lovefilm?

How many different ways are you able to get hold of the film?How much does this cost? How is this still creating a profit?

Think about technological convergence – how many devices can you now exhibit it on? How is this beneficial for the audience? Convenience? Portability? Immediacy?

Is there a downside to this? Piracy? How far would you say this is an issue for large conglomerate institutions?

Question:Question:

• How important is technological convergence for institutions and audiences

L.O: To be able to explore L.O: To be able to explore the relationship between the relationship between

PRODUCER and PRODUCER and CONSUMER. CONSUMER.

Revision - UnderstandingRevision - Understanding• Look at the key term thought cloud below – using

your own words summarize what each of the terms are.

End

WHO HAS MORE POWER?WHO HAS MORE POWER?• We no longer live in a world where different

sectors exist separately.

• The gap between producers and consumer/audience has got a lot smaller.

INSTITUTION PRODUCT AUDIENCE

They now want to trigger engagement

They are now interacters/prosumers

KEY WORDS:

Push/Pull Media: https://www.youtube.com/watch?v=UbifT77kKVw&feature=related

https://www.youtube.com/watch?v=KQtthlR5D2g

WHO HAS MORE POWER?WHO HAS MORE POWER?

INSTITUTION

PRODUCT

AUDIENCE

convergence

- Mobile - MP3 - MP4 - Television - Internet - Tablets

- Social networking - Vlogging - Two Step Flow - Parody

- technological advancement.

KEY WORDS:

Two Step Flow: The term used when a media text is consumed and then talked of, therefore creating more audience consumers for the product.

Task: Using this diagram make note of how each stage creates power from your case studies.

https://www.youtube.com/watch?v=vxftjuDbvgU&list=PL5DE4EEFD123ED567&index=2 https://www.youtube.com/watch?v=ImHktwYJDh4

EVALUATION: EVALUATION: WHO HAS MORE POWER?WHO HAS MORE POWER?

Are films designed to give the audience what they want to see?

Are films marketed well to manipulate the audience to think that’s what they want to see?

KEY WORDS:

Uses and Gratification: The theory that audience members get set gratifications from what they see in the forms of:1)Personal Identity2)Personal Relationships3)Escapism4)Knowledge

Test screenings in front of a small audience

Ensuring they reach a Global audience

Uses and Gratification

Using popular actors that the audience want to see

Two step flow

“Advertising is the art of arresting the human intelligence just long enough to get money from it.”

Creating a hype

CONSUMERS ARE MANIPULATED CONSUMERS ARE MANIPULATED BY FILM INSTITUTIONS IN BY FILM INSTITUTIONS IN ORDER TO MAKE THEIR ORDER TO MAKE THEIR PRODUCT A SUCCESS – DISCUSS PRODUCT A SUCCESS – DISCUSS • Make a point FOR this statement.• Use SPECIFIC evidence from CASE STUDY/EXAMPLE• Explain the effect of this on the CONSUMER

(Do this twice)

• Make a point AGAINST this statement.• Use SPECIFIC evidence from CASE STUDY/EXAMPLE• Explain the effect of this on the PRODUCER

(Do this twice)

CONCLUSION – Your view on the statement.

L.O: To be able to explain L.O: To be able to explain the issues raised by MEDIA the issues raised by MEDIA

OWNERSHIP. OWNERSHIP.

Issues Raised by Issues Raised by Ownership? Ownership?

Ownership

Issues Raised by Issues Raised by Ownership? Ownership?

Ownership

360 Degree status

Distribution:• Blanket releases• Hollywood’s dominance• Price of producing more prints/reels for cinemas• Reaching more cinemas.

• Smaller independent companies trying to compete.

• British films needing financial support but could lose their original ideas.

The effect on the audience.

AADMAN V. AADMAN V. DREAMWORKSDREAMWORKSAn example of a British production company having a disagreeing relationship with their distributor was Aardman productions and Dreamworks. They ended their 5 film distribution deal after just 3 films. The companies converged in 1999, producing ‘Chicken Run’ Curse of the Were Rabbit’ and ‘Flushed Away’ However the last two reportedly generated losses, prompting Dreamworks to announce the split, and explain the couple had “different business goals”.

Spokesman for Aardman, Arthur Sheriff said “We always knew America would be a hard task for us, we’re a very English company. We embrace the international market but we think part of our strength is our English sense of humour, and we want to continue with that”

Unfortunately in this case Aardman productions were dropped by Dreamworks, as they wanted to move focus on to computer animation, and no longer saw a demand in stop motion animation pictures. But Aardman productions were no push overs and although they were being supported by Dreamworks financially, they didn’t want to make a leap into CGI, and ruin what they had become leaders in creating.

WHAT ISSUES ARE WHAT ISSUES ARE RAISED BY MEDIA RAISED BY MEDIA OWNERSHIP?OWNERSHIP?INTRODUCTION:

• What is media ownership? • Who is your media conglomerate and what does it own?• Explain how your conglomerate uses a 360 degree status

10 minutes

WHAT ISSUES ARE WHAT ISSUES ARE RAISED BY MEDIA RAISED BY MEDIA OWNERSHIP?OWNERSHIP?INTRODUCTION:

• What is media ownership? • Who is your media conglomerate and what does it own?• Explain how your conglomerate uses a 360 degree status

PARAGRAPH ONE:

• More ownership lead to a wider range of synergising and cross-promotion – provide evidence of how your conglomerate did this.

WHAT ISSUES ARE WHAT ISSUES ARE RAISED BY MEDIA RAISED BY MEDIA OWNERSHIP?OWNERSHIP?INTRODUCTION:

• What is media ownership? • Who is your media conglomerate and what does it own?• Explain how your conglomerate uses a 360 degree statusPARAGRAPH ONE:

• More ownership lead to a wider range of synergising and cross-promotion – provide evidence of how your conglomerate did this.

PARAGRAPH TWO/THREE:

• Discuss distribution in cinemas – Hollywood films are prioritised – why? – Film reel prints are expensive – major

companies can afford more. – Distributed in more screenings

(example)

WHAT ISSUES ARE WHAT ISSUES ARE RAISED BY MEDIA RAISED BY MEDIA OWNERSHIP?OWNERSHIP?

PARAGRAPH FOUR:

• British films are limited to a small audience – larger conglomerates can target a larger audience (Globalisation). (Why did the Inbetweeners struggle in America?)

• British films tend to need financial support from America which could manipulate the original idea – can you find an example of this? The Boat That Rocked

• British and American companies not having the same vision.

WHAT ISSUES ARE WHAT ISSUES ARE RAISED BY MEDIA RAISED BY MEDIA OWNERSHIP?OWNERSHIP?

PARAGRAPH FOUR:

• British films are limited to a small audience – larger conglomerates can target a larger audience. (Why did the Inbetweeners struggle in America?)

• British films tend to need financial support from America which could manipulate the original idea – can you find an example of this? The Boat That Rocked

• British and American companies not having the same vision.

PARAGRAPH FIVE:

• What effect does this have on the audience? – Hegemony/Cultivation theory

PARAGRAPH FOUR:

• British films are limited to a small audience – larger conglomerates can target a larger audience (Globalisation). (Why did the Inbetweeners struggle in America?)

• British films tend to need financial support from America which could manipulate the original idea – can you find an example of this? The Boat That Rocked

• British and American companies not having the same vision.

L.O: To be able to L.O: To be able to understand the importance understand the importance

of CROSS-MEDIA of CROSS-MEDIA CONVERGENCE. CONVERGENCE.

What is Cross Media What is Cross Media Convergence: Convergence:

• Describes the way in which industries produce and distribute (show and sell) texts across several media. For example how do the film industry promote films on TV? Radio? Magazine.

KEY POINT:

The film industry is an industry which utilises convergence on a grand scale. Blockbuster films often become 360 degree products, since major distributors like Warner, 20th Century Fox have enough money to fund multimillion dollar campaigns. Avatar is an example of a film that was subject to 360 degree promotion in that the films distributor ensured the film was promoted.

Types of Marketing: Types of Marketing:

ABOVE THE LINE AND BELOW THE LINE

In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communication use media that are more niche focused.

While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL interaction that gives the marketer the ability to tailor their messaging in a more personal manner to the audience.

Avatar Case Study:Avatar Case Study:

Task:Task:• Find specific example of how Batman/Frozen

and The Inbetweeners used Cross-media convergence to promote their film.

• Try to find examples of ATL and BTL.

• Put your findings and examples in a PowerPoint to be uploaded onto your blogs.

L.O: To be able to explore L.O: To be able to explore the impact of DIGITAL the impact of DIGITAL

TECHNOLOGY. TECHNOLOGY.

Digital Technology:Digital Technology:Digital technology is currently revolutionising production, distribution, exhibition and consumption of film. Films are now cheaper and easier to make, cheaper to distribute and the film watching experience is being enhanced by digital cinemas (known as D-Cinemas).

You need to know how production, distribution and exhibition is being changed by digital technology.

Digital Technology:Digital Technology:ProductionProduction DistributionDistribution Exhibition Exhibition

Task:Task:Use the hand out to research the impact of digital technology in the three stages. Make connections to your own case studies as well.

L.O: To be able to explore L.O: To be able to explore issues facing audiences issues facing audiences

and institutions. and institutions.

Explain the effects

Examples from Case-Study

Issues raised by media ownership

360 Degree status

For example Frozen knocked Beyoncé out of the No. 1 spot on the Billboard 200 album-sales chart. Frozen was also promoted heavily at several Disney theme parks. Disneyland and Epcot both offered meet-and-greet sessions involving the film's two main characters, Anna and Elsa. On November 6, 2013, Disney Consumer Products began releasing a line of toys and other merchandise relating to the film in Disney Store and other retailers.

Disney has a budget of $150 million which meant that a large proportion could be spend on the marketing and distributing of the product. This meant that a push strategy was used to the consumer was constantly being fed Frozen promotional offers. Aimed at a wide audience including both children and adults meant that they globalise their product and make a larger profit. Even after the films release that profit made was enough to keep the media hype on the film and continue to promote the film beyond exhibition stage. This causes a problem for smaller institutions as they can not afford to do this. The Inbetweeners budget ran out before they even got to the marketing stage which meant they had to rely on loyal audience members to promote it for them through social media. They were less successful at globalising their product because they didn’t have enough platforms to do this like Disney did.

L.O: To be able to explore how L.O: To be able to explore how institutions target local and institutions target local and

global audiences. global audiences.

Local and Global Local and Global Audiences:Audiences:• THE CAST – Hollywood actors tend to have

more global appeal that actors from other countries.

• THE DIRECTOR – big name directors help to sell the film to a global audience, especially if they have had a global hit before.

• THE IDEA OF THE FILM – will the idea of the film be something that people from a variety of cultures can relate to or people from a specific culture?

Comparing your Comparing your Conglomerate to your Conglomerate to your independent: independent:

Conglomerate (Disney/Time Warner)

The Inbetweeners

Cast • Who are the main actors?• What have the been in before? • How successful are they?

Global/local?

Director • Who directed the film.• What else have they done?• How well known are they?

Idea • Who does it appeal to?• How does it appeal to them?

Distribution – Local vs Distribution – Local vs GlobalGlobal

• A distribution campaign is based on whether the film has global or local appeal. A film with local appeal may have an understated promotional campaign, so you will see it advertised in the local press, on radio and on local news programmes.

• The films distribution budget will not be as big as the distribution budget for a global film.

• This is because a film with local appeal will draw much smaller audiences than a film with global appeal, so because local films will not make as much money as films with global appeal, distribution companies will not be willing to spend a fortune on promoting a film if they are not going to make a profit from box office sales.

TASK:

What platforms did the Inbetweeners movie use to promote the film?

Think about who their target audience was and how they specifically reached them.

L.O: To be able to explore how L.O: To be able to explore how institutions target local and institutions target local and

global audiences. global audiences.

Successful British Successful British Institutions Institutions

Film production Large international conglomerates

A large variety of audience members rather than a niche.

INTRODUCTION:

• What are global institutions – (ownership/gate-keepers/imperialism)• Why do they tend to dominate the film industry? • Do you agree/disagree with this statement? Why?

10 minutes

PARAGRAPH ONE:• How do global institutions tend to reach global audiences? (think cast/director/film idea).• Use your case studies for examples. • Think about budgets – how much did your conglomerate spend on production? • Why do smaller independent institutions struggle to reach global audiences in terms of

their production? – think about Inbetweeners and their lack of success in USA.

INTRODUCTION:• What are global institutions – (ownership/gate-keepers/imperialism)• Why do they tend to dominate the film industry? • Do you agree with this statement? Why?

PARAGRAPH TWO:•How do conglomerates reach more audiences with their distribution and marketing? Budget? •How do smaller institutions compete?

PARAGRAPH ONE:• How do global institutions tend to reach global audiences? (think cast/director/film idea).• Use your case studies for examples. • Think about budgets – how much did your conglomerate spend on production? • Why do smaller independent institutions struggle to reach global audiences in terms of

their production? – think about Inbetweeners and their lack of success in USA.

INTRODUCTION:• What are global institutions – (ownership/gate-keepers/imperialism)• Why do they tend to dominate the film industry? • Do you agree/disagree with this statement? Why?

PARAGRAPH THREE:• Counter-argument – discuss how British independent films have

still been a success to a global audience. (Four Funerals and a Wedding/Bridget Jones – that did they do to create a successful outcome?)

PARAGRAPH FOUR:• Think about exhibition – how do they reach a larger audience?

(Cinema screenings/ expensive reels).

PARAGRAPH THREE:• Counter-argument – discuss how British independent films have

still been a success to a global audience. (Four Funerals and a Wedding/Bridget Jones – that did they do to create a successful outcome?)

PARAGRAPH FOUR:• Think about exhibition – how do they reach a larger audience?

(Cinema screenings/ expensive reels).

PARAGRAPH THREE:• Counter-argument – discuss how British independent films have

still been a success to a global audience. (Four Funerals and a Wedding/Bridget Jones – that did they do to create a successful outcome?)

CONCLUSION:•Final statement - Although there are examples where smaller institutions have become successful, why do you think the global institutions still dominate?

To what extent does digital distribution affect the marketing and consumption of media products in the

media area you have studied?

How far.....How much.....

DVDBlu RayNetflix – Streaming IMAX Cinemas Accessibility/Immediacy

Synergy/cross media promotion.Selling the productInteracting with the audience

National/global audiences.Consumer patterns – individually/group? Cinema?Two step flow?

Positive/negative (piracy?)