TV Audiences

Mainstream: An audience that consumes a product that appeals to a wide range of groups and cultures. EXAMPLE- Instagram

Niche: The audience of a specialist interest media product that may only appeal to a small number of people or those who fall within a specific demographic profile (e.g. age, ethnicity) EXAMPLE- Lefty's, only market to left-handed people.

Chris Anderson: Longtail theory

First published in 2004, then as a book in 2009
Concerns mass vs niche products and audiences

The longtail theory is essentially a business strategy where a company will gain more profits from selling a lower volume of niche products to many customers than they would from selling a larger volume of products to fewer customers. 

In 2010, digital sales of music began increasing, while revenue from CD sales was dropping. The longtail theory showed that millions of tracks are available both online and as a physical CD, however, 80% of the songs that were online didn't sell any physical copies. 

As niche products are now more accessible to audiences, the audiences are no longer satisfied with mainstream products.

Shops have limited shelf and storage space but online retailers like Amazon can stock virtually anything. A shop is more likely to stock hits and mainstream products whereas Amazon can stock everything, creating millions of niche sales and therefore out-numbering the sales of hits.

When consumers are offered infinite choice, the true demand is revealed and it turns out that the more 'mainstream' products aren't as popular and the niche products satisfy narrow interests better.

Products at the head of the tail were the most accessible to audiences, but as technology has enhanced, niche products became more accessible.

Popular products at the head of the tail shift, demand from audiences and are replaced by a ‘long tail’ of niche products over time.



















BARB Data

BARB stands for Broadcasters’ Audience Research Board. They collate viewing figures for all the major UK broadcasters such as BBC, ITV, and Sky.
BARB data can then be used by television companies to assess how well a television series is performing – compared with the previous series, for example, or with rival shows on other channels. 




Demographics​: In which media producers study the breakdown of their target audiences based on variables in age, ethnicity, gender, economic status/class, level of education, hobbies and interests, and lifestyle choices.​
Psychographics​: Profiling of audiences based on personal beliefs, values, interests, and lifestyle.
Gender Race Age Class Ethnicity

How do we consume media?
PIES: Personal Identity, Information, Entertainment, Social interaction 

Uses and Gratification theory
The uses and gratification theory refers to why audiences consume media. Media is consumed for different reasons, for instance, it could be consumed and used as a form of escapism. For example, the film '10 things I hate about you' can provide its audience with a sense of escapism by allowing them to escape into a different reality through the interesting story.







Comments

  1. JCoSS Media Dept27 April 2022 at 06:50

    A little bit is missing here:

    - You need to analyse some data from the BARB website
    - Can you explain what the Uses and Gratifications theory is and how it links to media products (you may wish to choose one product yourself)

    Miss C

    ReplyDelete

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