Contextual Studies Unit 1 HNC Creative Media Production ...€¦ · Web viewAuthor: Stacy...

Contextual Studies Unit 1 HNC Creative Media Production-Moving Image.Stacy Fitzpatrick

Unit 1:3 Contextual Studies Level 4 HNC Moving Image Stacy Fitzpatrick

Sector Industries.

Introduction

The Media Industry has always been fast paced and constantly evolving, though it has never changed so rapidly as it has done within the last few years. Traditional ways of receiving our media input has changed dramatically. The days of a family sitting in front of one television set, or listening to radio programmes or even purchasing daily newspapers is an act that the technology generation of modern times in the West would not be familiar with. Traditional audiences may still source their media in this way, as it has been part of their routine for years. The main audience and emerging viewers for Media industries to satisfy however are busy professionals and the next generation of audiences. With smart phones and laptops becoming an affordable necessity for virtually everyone, as well as internet access readily available, portable communication is the preferred choice. Before these changes, audiences viewing habits were dictated by the Media industry and viewers arranged their daily plans around the TV schedule. This has now been turned around, with audiences demanding when they watch the content they want to watch, encouraging the development of on the go viewing.

This essay will explore the two main Media Industry Sectors- Public and Private, using a corporation from each as a case study to show understanding and highlight differences between the sectors.

Lecturer: Faustina Starrett


BBC- Publically owned

History of Public Broadcasting, History of Programming platforms and examples The BBC was founded in 1922 originally as a radio broadcasting service with national and sporting events being covered. It remained this way with entertainment programmes like the Archers until in 1936 the television service was launched. This remained as one channel until 1964 they introduced BBC2. Since then the BBC has developed with more programming and channels as the public audience and emerging markets trends. The BBC Radio service has also continuously changed with the consumer/public needs, introducing more radio channels aimed at different target audiences. And as technology has changed over time, the BBC has moved with this, creating sister radio station BBC Radio1 Extra focusing on urban music and a number of other Digital radio stations as opposed to analogue.

The BBC started with one radio channel which progressed to TV channel, known as BBC1. Further channels were introduced, with BBC2 following with analogue TV. With platforms and technology progressing to Satellite and Digital TV, further BBC owned channels were created such as BBC News 2 available via SKY, and children’s channels such as CBBC, CBeebies , and further entertainment channels such as BBC3, BBC4 to name a few. The BBC, starting as National information and broadcasting service for the UK and the British armed forces, is now available worldwide due to digital, satellite and internet availability.

The BBC is publically owned and funded by licence fee. It is a public service broadcasting corporation, it airs its programming without commercials. It operates under Royal Charter and under licence and agreement from the Home Secretary.

Technologies of ProductionThe BBC started as an analogue station with one radio channel and progressed to analogue TV, and now we are in the digital age of technology. They were innovative in the 70’s launching a teletext service, which was text based information service available through TV giving news, weather, sport, entertainment, TV listings etc.In 2006 The BBC launched BBC HD (High Definition) with this channel broadcasting a range of TV programmes in HD format. They also have used digital technology to make local radio and news channels available via satellite TV and digital. For example, if I wanted to watch the local BBC news programmes from a different part of the UK, I would be able to do this by selecting the appropriate regional channel on my TV listing. Other technologies in recent years include the red button , the BBC’s interactive on demand service available through Freeview (digital terrestrial), Freesat (Sky



satellite) and virgin media (cable) giving viewers up to date information and footage from BBC events such as concerts or other genres of interest to the viewer.

BBC iPlayer gives viewers and listeners’ opportunity to watch BBC programmes on demand from whatever device they choose via the internet. Not only is new content available, but also programmes preceding the iPlayer days. This service is free to use, no subscription is required, although a log in account needs to be created. This service provides every BBC channel with its full programme listings, as well as categories and genre of programming such as documentaries, soap operas etc. Other ways of navigating the viewer to discover new content and keep the viewer with the BBC is by listing links to the most popular top 40 shows, or exclusives.

The BBC online iPlayer radio service is also similarly up to date with technology, with podcasts and listen again/ listen live via the website. This features every BBC Radio station including regional and BBC Worldwide. This allows listeners globally to access the radio content that they broadcast live. In another technology advancement in which they can set thje radio shows to be played according to their time zone. For example, a listener in the US can hear the breakfast show at their actual morning time, 9hours later than first broadcast.

This table shows and example the popularity of digital radio stations as opposed to analogue, indicating the change in audience engagement.

Income Generation



The BBC, being a non -commercial public network is mainly funded by the licence fee that every household within the UK who owns a TV must pay. The licence fee was originally for Television Owners but now with technology and communication advancements, it applies to anyone within the UK who has a TV or computer/laptop/smartphone that they would use like a TV to watch TV channels. The BBC also receives funding through BBC commercial businesses, government grants; they receive funding also from programmes that they make and sell overseas, and concert ticket sales. Below is a table of BBC services outlining costs and reach in the year 2008/9 annual report.

1

Flagship ProgrammesThe BBC many genres of programming available to viewers to cover the range of viewers who pay the licence fee such as entertainment, news, documentary, sport. Their most popular programmes are considered flagship programmes. These include Doctor Who, Strictly Come Dancing, and Match of the Day. Soap Operas such as Eastenders have been a long running programme synonymous with the BBC and remain a national favourite. The BBC’s programming tends to appeal to a wide range of audiences, especially those who are responsible for paying the licence fee. These programmes are made by the BBC, not bought in from other networks. As the BBC now has a wide range of channels, BBc1, the original channel is known as their flagship channel.

1 Picture by BBC. Published by The Guardian Newspaper.



Regulations- Self Regulation vs. Statutory regulationThe BBC is self- regulated. They have a complaints procedure in place and follow strict guidelines to ensure programming is of acceptable quality. They have a complaints management board to deal with viewers complaints.

This procedure is known as Editorial Guidelines, or Producers Guidelines. This is a rigid and comprehensive list of procedures, ethics and roles and responsibilities of the BBC to safeguard the public. Any breaches of the guidelines or complaints will be referred to in accordance to the rules and content stated in the guide to determine whether a complaint is upheld.2

Before a show is aired on the network, it will be examined in accordance to these guidelines.

Despite self-regulation, the BBC is still liable to prosecution from OfCom.

Criticisms and ControversiesThe BBC has faced numerous criticisms over the years, most recently being linked to the child abuse scandal with Jimmy Savile, a highly popular BBC presenter in the 80’s had abused children whilst on BBC property. This is a controversy that has grown, leading to police investigations and several other high profile BBC employed personalities being examined as a result of evidence.Other examples of controversies linked to the BBC include the telephone prank by Jonathon Ross and Russell Brand, to Andrew Sachs, which was found to be in very bad taste. Jonathon Ross was one of the BBC’s biggest stars, highly popular both on BBC radio and TV and Russell Brand a popular comedian with a radio show on BBC2. Their prank call sparked 18’000 complaints and led to the presenters being suspended pending investigation and the BBC’s editorial decisions were regarded as ‘questionable’. Of Com fined the BBC £15’000 and led to the resignation of radio2 controller Lesley Douglas and Russell Brand.

2 http://www.bbc.co.uk/editorialguidelines/guidelines/



Sky TV- Privately Owned/Commercial.

History of Broadcasting/ History of Programming platforms and examplesSky TV (BSkyB) is the merger between Sky TV and British Satellite Broadcasting. The Company is called BSkyB trading as Sky TV. Sky TV has always been a commercial network, with its channels broadcasting commercials. Sky is owned partially by Rupert Murdoch, via News Corporation, they have a 39% share. The Sky TV digital service was officially opened in 1998 under the new name Sky Digital.

Public Commercial Broadcasting ModelSky TV is a commercial TV network in which many of its channels broadcast commercials between programming. This generates income for the channels broadcast on SKY TV. Sky TV’s channels are made up of SKY branded channels such as Sky1, Sky Movies, Sky Sports Sky News, and independent channels broadcast via Sky such as ITV, channel4, E4, National Geographic.

Technologies of ProductionSky TV started with 4 channels and has rapidly progressed now airing around 400 channels. Its technology over time has seen its satellite receiver boxes change with new developments of technology. Originally a small receiver box and dish it upgraded to having more functions and features. Playback and recording programmes features were introduced as well as HD enabled boxes. Sky TV focuses heavily on consumer demand and needs and aims to make it as easy as possible for the viewer to watch their programs at times that suit them not necessarily at times that the program is aired. With technology developing it makes it easy for Sky to do this as they understand that customers and lives are busy so therefore to keep viewing figures and advertisers happy they need to work around the needs or the customer. Other technologies include Sky Go, which is an app that allows Sky customers to watch programmes via the app. This will only be



available using an existing Sky account, and users required to log in with their account details. This is Sky’s way to maintain its audience on the move. Sky TV became an internet and phone service provider as a measure of need to compete with cable providers like Virgin and BT, who can offer customers a full interactive service from one supplier. One of the most recent products Sky has introduced is a mini box under the name of Now TV. This requires an internet service and is basically a condensed version of the SKY TV service- a small box can be purchased which connects to your TV and a monthly subscription which can be cancelled at anytime, to receive a selection of programmes and genre content chosen by the viewer. This is a clever way to maintain subscriptions and viewing to the Sky network at a cheaper price , targeting the less affluent audience and those who don’t want to be contract bound. It also diverts viewers to watching programming through the TV as opposed to streaming online.

Income GenerationSKY TV’s income comes via commercials and advertisers and also through subscription to SKY TV. Viewers pay a basic subscription package which can be added onto with further channel packages such as sports, movies etc. They also have pay per view services for sports and movies, known as Sky Store, which generates further income.

Flagship ProgrammesSKY TV’s most popular programmes are Flagship Programmes. These are broadcast at the traditionally considered popular time of 7-9pm, a time based on old habits of TV viewing being early evening. SKY has a multitude of channels, but has a few select popular programmes relating to the different genres the channels represent. Sky’s most popular genres are sport and entertainment. This is what makes up the SKY income, with viewers willing to pay for live sport screenings. This is where real time viewing rather than on the go post broadcast viewing is highest. Entertainment such as new series of highly popular long awaited shows such as Game of Thrones will draw a real time audience as they eagerly have awaited this new episode.



Both of these examples will be reflected on social media also. As audiences watch the sport or show, they will also interact with Twitter and Facebook with others who are watching. Presenters on programmes will also encourage social media links with the audience by encouraging viewers to tweet or comment via the shows social media page.

Regulations- Self Regulation vs. Statutory regulationSelf Regulation simply defined is the industry following guidelines like the ones set out by the fore mentioned agencies. Failures to comply with these regulations bring fines and possible licence revocation. Statutory Regulation is more enforced and a government act in which guidelines, if they are not followed, can be counted as a criminal offence and impose in extreme cases prison sentences.The Industry has been very much self -regulated and there are arguments as to whether this is a good thing or not. Recent and frequent scandals that have been brought to awareness are setting the tone for change within how the Industry is regulated. Since events such as the News of The World Phone Hacking, which brought about the Levenson enquiry, there have been more calls for Statutory Regulation to play a larger part in the Industry.

UK Media Regulatory bodies for Commercial broadcasting in the UK:

OfCom is the official communications regulator in the UK. Along with TV and Radio they regulate any communication service including mobile, telecoms and postal services working to ensure the public are safeguarded but also ensuring healthy competition in broadcasting.OfCom operates under the Communications Act 20033, an Act of Parliament in which specifically details what OfCom can and can’t do within their regulations.

‘The Act says that Ofcom’s general duties should be to further the interests of citizens and of consumers. Meeting these two duties is at the heart of everything we do.Accountable to Parliament, we are involved in advising and setting some of the more technical aspects of regulation, implementing and enforcing the law.OfCom is funded by fees from industry for regulating broadcasting and communications networks, and grant-in-aid from the Government.’ 4

3 www.legislation.gov.uk/ukpga/2003/21/contents4 www.ofcom.org.uk/about/what-is-ofcom/



ASA- Advertising Standards Authority- The ASA works under OfCom for TV and Radio advertising and is the main hub for advertising complaints and problems. Their ethos is legal, decent honest and truthful.

BCAP- Broadcasting Committee for Advertising Practice. - This organisation is responsible for writing and maintaining broadcast advertising codes in which is administered by the ASA and also offers guidance to the industry for advertising campaigns to assist the industry in flowing the code. 5

AAC- Advertising Advisory Committee- This organisation works very closely with BCAP and ASA. They are an independent panel set up by BCAP that offers a consumer perspective to the advertising code. They give a consumer eyes and ear insight and are independent from the industry and therefore give an unbiased view.6

BBFC- The BBFC, British Board Of Film Classification is an independent film monitoring body. They examine and classify films with guidance viewing classifications based on the content of the movie and the audience it is suitable for. These classifications are guidelines only and are not enforced by statutory law and can be changed by each local council.

Criticisms and ControversiesMost recent controversies involving Sky TV comes from the Phone Hacking Scandal related to the News of the World. The reason this affects SKY TV is because SKY’s co-owner Rupert Murdoch also owns News International, The News of The World. The scandal was caused by News of the world reporters being told to hack in to high profile people and the royal family’s phones in order to gain information for stories to sell in the press. They also hacked into murdered schoolgirl Milly Dowlers phone records. The blame for this has fallen heavily on the editors and owners of the paper as well as the journalists. The Levenson enquiry is on-going with this investigation and could bring about statutory regulation within the industry.

ConclusionSKY TV and the BBC are both innovative and customer focused in their programming, they have different styles of how they present their programmes and the types of audience they target and different reasons for their programming however I don’t feel there is much difference between the networks. They offer different products and have different ways of funding their networks. I do think that the BBC is more driven to provide what licence fee payer wants to watch, whereas SKY TV being independent offers a wider range of programming as it has so many channels available, their broadcasting content is more diverse which is more appealing to viewers and satisfying for subscribers. They can edge to more controversial programming whereas the BBC seems to be more bound by guidelines.

The BBC will always be a different Media platform to SKY, because the BBC is very much content and software technology driven, whereas SKY provides physical technology in the form of its internet hubs, SKY box and dish, which need to connected to your home service physically, whereas the BBC supplies services via broadcast. This will reflect the advancements in each structure and how they develop the company, and what market they focus on.

5 http://www.bcap.org.uk/Advertising-Codes/Broadcast-HTML.aspx6 http://www.advertisingadvisorycommittee.org.uk/About-CAP/Who-we-are/Advertising-Advisory-Committee.aspx



Audience Theories

With the changes in technology and lifestyles, so has the needs and types of audiences.Previously, audiences viewing was dictated to by the television programme schedule. Today, audiences chose when and how they view programmes. With the development of internet streaming, viewing choices are directed more online rather than in the living room with families around the TV set. Audiences have more freedom to view what they want. Online viewing has also provided a larger choice of viewing content with programmes and films from other countries and beyond the TV networks schedules now available with the development of apps and services like Netflix. Audience models have shifted also. The Uses and Gratifications model has increased as audiences have more control over what they watch and how. The media industry acknowledges and feeds into this also by using data collection to remember viewers online choices and make suggestions for viewing based on this. The Ethnographic model still strongly applies, as viewers, although they can choose when and where they watch content, they will still most likely do this in a habitual environment and often at regular times. The choice of content such as genres and gender appeal also still remains strong within audience viewing habits.



Bibliographyhttp://www.bbc.co.uk/editorialguidelines/guidelines/

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www.ofcom.org.uk/about/what-is-ofcom/

www.bcap.org.uk/Advertising-Codes/Broadcast

http://www.nowtv.com/about


http://www.bcap.org.uk/Advertising-Codes/Broadcast

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