Comprehensively explain the nature and purposes of research in the creative media industries with detailed elucidated examples from the media industries
A company in media would use primary research to find information which they know they can find. Primary internal methods include the media industries sales figures, amount of viewers and primary external include questionnaires, focus groups and interviews. Media industries will use Focus Group to refine its shows or schedules. Focus groups are a form of qualitative research, and it includes a group of people who are asked about a certain topic, they give their views, come up with some new ideas, discuss how the industry could become more successful and give their honest opinions on the business and offer different techniques on how they could perform market research. The strengths (advantages) of ‘focus groups’ is that the company receives people’s direct views and the people say exactly what they are feeling. The weaknesses of ‘focus groups’ are that they rely entirely on group interaction, so it may not work for all sectors within the industry and some participants may go off topic and it requires the company to pay the people who take part in the focus groups. Quantitative data from a focus group that a media industry used was what ages and sexes the target audience should be for some shows, so that e4 can put these shows on at different points of the day and so they can schedule suitable idents for the TV show. When the company looks at primary research which is quantitative, they can get it straight from their producers and with the target audience to define their target audience; they can look at TV viewing figures. This is a very effective way for producers to look at TV viewing figures; it can also be a form of secondary research where producers are able to look at other channels as competitors. A website I found which shows viewing figures are www.barb.co.uk . Secondary internal research includes details of competitor’s performance which could be how many viewers competitors get such as ITV, BBC and channel 5. Secondary external research involves media industries searching the internet In order to improve their companies and what their competitors are doing, for example how many viewers BBC1 has at 8oclock compared to channel 4. Secondary research is information that has already been found for a different purpose, when looking at target audiences these companies can look at previous research from different time eras and compare them. They may even use a demographics which is a method used for audience profiling and targeting their audience. What it does is, it narrows down searched for the best outcome and topic you want so for target audience you would have the purpose of the chart to define how many people there are in the uk and how many adults there are. It will then break that down into other sub categories until you finally get what you want. This is a really effective way to get research as you can get many more examples and outcomes so for a media company y this is needed as you can choose the best target audience so when creating an ident they can look at which type of ident they should make to meet the needs of a target audience. A geodemographic is a description and finding of people where they live so compared to demographics which is the finding of target audience this is much more complex, so if a media industry has the description to where they liv e they can find the average viewers and when they get the most viewers in a day, if you combine this with a demographic it would give the age and gender which would give a great indicator of what to change for the company if they have any faults. Also and lastly there are psychographics which deal with audience behaviour instead of the age and location, they would have different groups for different viewers as their interests may differ. These are more detailed than demographics as they give the feelings and thoughts of the viewer. An example is that with an ident, if it is being shown in this place where there’re retired people they wouldn’t suit a big loud colourful ident, they’d appreciate something more calm. I think that with idents that audience research can relate to primary research as the companies themselves can get this from feedback and focus groups. Audience research is defined as communication like feedback on a specific topic so in my case idents and media industries and they can gather information, show attitude, knowledge and even express behaviour and interests to the industry about a topic, these can be qualitative and quantitative research. In the media industry market research would be getting information about what the audience think so it links to audience research as if the audience of a show all didn’t like the show then the media industry would take it off their channel as it wouldn’t please their viewers. Production research on the other hand is always in use and is normally the result of when bad reports or feedback are known as it will develop that product. The research is used to give information about a product (this product being an ident) an examp[le for this is advertisements during tv show breaks, these adverts have to advertise and sell a product to an audience, so producers of these adverts must use production research to see what viewers watch and when they should put their ident on TV so that they get their best suited target audience to watch it. Youtube.co.uk
espn.com e4.com skysports.co.uk wikipedia/bbcidents wikipedia/itvidents 1. http://www.premierleague.com/en-gb.html - I used this website as it gave us an inside knowledge in to the last ten years of celebrations used in the Premier League. 2. https://www.youtube.com/results?search_query=football+ - Youtube allowed us to watch a large amount of videos that were related to the Ident that we produced and it gave us an insight in how to create our own successfully. 3. http://news.bbc.co.uk/sport1/hi/football/rules_and_equipment/4616854.stm - This allowed me to look in to and research certain celebrations performed by players and i could therefore pick and choose which ones would best suit the ident that i produced. 4. http://www.creativebloq.com/branding/10-top-tv-idents-2012-1212909 - This site displayed and showed a large variety of top quality idents which in turn gave me the ideas and guidance i needed to include certain elements in my very own one. above here is my first proposal which i sent to ESPN after revising it i have now altered it. There was little checks that had to be made where simple mistakes were made. |
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