MMR Power Point

8/3/2019 MMR Power Point

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Class: MS1001 DA

Group 6

Qiya Ng 107185H

Muztaffa Bin Mohammed Hamid 103035K

Dian Melissa 103765G

Nurul Husnina Azhar 103820N


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First broadcast inAustralia and Europe onSeptember 1997

The channel currently reaches 240 million households in164 countries worldwide

Features mainly non-fictional, factual programming genres:

Natural disasters Science/Engineering Wildlife Travel/Society National History

National Geographic Channel is run by FOX International Channels

Has begun to launch a number ofsub-branded channels ininternational markets, such asNat Geo Wild, Nat Geo Adventure, Nat Geo Junior, and Nat Geo Music.

Introduction

Commercially abbreviated as Nat Geo


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To understand the position of the National Geography Channel in Singaporeanaudiences minds and the profile ofits audiences in Singapore.

To understand the market ofdemographic group under 25.

To find out which program genre is most appealing to each demographic groupofSingaporean viewers.

To find out what audiences feel that the National Geography Channel canimprove in (programming/scheduling).

To find out extent ofattention audiences give to advertisements aired in themiddle of/between programs.

To help National Geography Channel determine if theirprogram schedulingtactics are effective or not.

To determine ifanincrease in a particular genre of program will help NationalGeography Channel attract more viewers.

Objectives


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Research DesignSelect anddetermine

research topic

Determine scopeofresearch

Carry outsecondaryresearch

Quantitativeresearch methodusing surveys


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Research in previous years indicated thatadvertisements shown were not being watched

More than half the participants were above age25 and enjoyed a rather high monthly income

Neglect of the audience group under 25 withlower monthly income

Increase in Singaporeans travelling overseas

Secondary Research


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Median Individual Income: $41,000

Median Household Income: $52,000

Reaches to about

1.6 million people every week

Highly educated, most graduated from college

Affluent lifestyle cars, latest automotive technology

Frequent plane trips for business/personal

Technologically-inclined expenditure on gadgets and software

ViewershipAdults, 25-54: 54%


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Programmes

In a week, almost halfof the regional schedule is filled with Natural Mystery (42 hours) andScience/Engineering/Technology (33 hours) programmes. Other significant genres includeDisaster, People, Travel and Adventure, which take up 15-19 hours of the schedule each.

Science/Technology, Travel, Wildlife,

Engineering, Society, Disaster, Natural History,Mystery, Adventure.


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Social Media


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Statistics


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To find out which genre ofprograms

appeals and is most popular with thedifferent demographic groups ofSingaporean viewers.

Research Aim


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Hypothesis

An increase of frequency inscheduling programs of genre like

travel will increase the number ofNational Geography Channel viewers,especially those under the age of 25.


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Quantitative research method using surveysdistributed online to a sample size of106

Research Method & Sampling

Independent variable

Respondents

Have to subscribeor have access toChannel to ensureaccuracy

Dependent variables

Genres ofprograms ourrespondents prefer

Amount oftime andattention given toprograms andadvertisements


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Convenience Sampling

Not sufficient to generalize inferences to a larger

population Criteria for respondents; must subscribe or have

access to National Geography Channel

Garner more respondents who are below 25 to

better determine research hypothesis and aim

Research Method & Sampling


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DataAnalysis & Findings

0%

10%

20%

30%40%

50%

60%

70%

80%

< 13 14 -19

20 -25

26 -30

30 -35

> 35

Age ofSurveyRespondents


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Do you watch National Geographic?

Yes

No


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Daily

Weekly

Monthly

Rarely

Never

0%20%

40%60%

How often do you watch NationalGeographic?


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< 30m

30 - 60m

1 - 2h

Other

0%10%

20% 30%40%

How long do you spend watchingNational Geographic?


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Most preferred genre

Natural History

Sci/EngineeringWildlife

Disaster

Travel/Society


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Do you watch the advertisementsduring commercial breaks?

Yes

No


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0%

5%

10%

15%

20%25%

30%

35%

40%

45%

50%

1 2 3 4 5

Rate NationalGeographic as achannel


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CONCLUSION

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