Capital radio PODCAST

Podcasts:Podcasts of the radio shows are available to download to the audience’s computer or MP 3 players and this makes the radio show a much more accessible- especially as this radio show begins at 6am whereby the audience ma y miss parts of it. The audience can ‘listen to Johnny Vaughan's Breakfast Show at teatime. Never miss Flirty at 9:30 again. All for free!’ ‘You choose the time. You choose the place. You choose the show. Save for later or listen now.’ Podcasting is a way that automatically sends the best bits of your favourite shows to your computer so that you either listen to them on your PC or load the audio onto your iPod (or any other MP3 player), making it possible for you to enjoy your favourite Capital show anywhere you like and at a time that is most convenient to you. This gives the show a greater reach as more people will be able to listen to the show at times which suits them and conforms to the concept of time shift. Also the fact you can download specific shows give the audience a more personalised experience. The digitally broadcast radio show means that it can be easily transferred to the relevant technology, i.e. the internet, whilst the quality of sound is not altered by this. It is then easily decoded and turned to a podcast. This follows the concept of Analogue v Digital.

ARSENAL LAND

http://www.arsenal-land.co.uk/

Arsenal-land is an independent football website written by the fans. Our aim is to produce high quality original content including:

· Intelligent, tell-it-like-it-is opinion columns and features.
· Interesting and thorough historical articles.
· A strong emphasis on input from you, the fans, through interactive features on our main site and our lively discussion forum.

The technology involved is the internet. This replaces the independent magazines (fansines) which are on sale around the arsenal stadium and just provides a more diverse /realistic /honest opinion of fans regarding the situation at Arsenal FC. The main thing is that this is a fairly new and accessible approach to getting many different viewpoints.

Target audience:
The target audience is niche and narrow casted mainly to Arsenal fans who want to look at other peoples view and express their opinion also.

The site sections which allows a non-linear approach to accessing the contents of the website:

There is an interactive section whereby the viewer can download from the website such as wallpapers and merchandise.

Forum sections and comments allow the audience to interact within the site and form an online community. Anybody is able to leave comments or sign up to create forums which show democratisation as they equally have the opportunity to voice their opinion.

History section whereby the audience can gain past knowledge of events (proliferation)

columns/posts:
Put up by users, for users – showing Democratisation. The site is by fans, for fans. To discuss the situation at Arsenal FC and form an online community with discussions, information etc... It provides the latest gossip amongst fans such as ‘five key issues facing arsenal this summer’.

Institutions - none involved as it is fan run. This also shows that there all the information from peer to peer that is shown through the fan site is purely horizontal networking.

Key Concepts
Democratisation – audience have the equal opportunity to voice their opinion. As already mentioned.

Non-linear –the audience can navigate through the website by many menus and links. Such as archives of past columns (shows proliferation as without this technology the old issues/ columns would not be available to re-read)

Horizontal Networking- Information and opinions shared freely about Arsenal FC. This includes pictures and photos as well as the latest information.

Narrowcasting- Website is niche. Only covers Arsenal fans’ content. Hence only Arsenal fans with a passion for more views will visit the site. But with the debates and discussions and diversity of opinion within the website, each member of the audience may be drawn back.-Loyalty through unique and interesting content.

Random Acts Of Reality- BLOG

Random Acts Of Reality- BLOG

Case study: http://randomreality.blogware.com/

The blog of a London ambulance worker, Tom Reynolds, detailing the dramas and mundanities of life on the front line of healthcare, is one of Britain's best loved blogs – for the simple reason that Reynolds is a superb writer. He shares his views and experiences with the audience on an equal level.

Blog- this can replaces the emailing, social networking sites or real life socialising as people can leave comments and discuss on each post. This is relevant as it also may replace regular columns in newspapers as the columnist can just create an online blog and keep ongoing debates and personal views.

This blog targets anybody who is interested in this person’s life and profession. More importantly it allows the audience to take the place of the institution and provide content. This shows DEMORATISATION whereby everybody has an equal opportunity to share their views and become recognised. –NO hierarchy and not just for those regular columnists.
The blog shows just a normal person that lives a normal life yet allows him to express himself on a global network.

The blog is NON-LINEAR with many different menus and categories and sidebars. This allows the viewer to navigate around efficiently which gives them a unique diverse experience and allows them to consume parts of the blog how and when they like.

The blog is an ongoing media text which with a back catalogue of posts available through archives and categories. This allows the audience consumption to be faster and therefore instantly gratifying their needs- IMMEDIACY.

Once a member to ‘blogware.com’ the users can comment and discuss and share media texts with each other such as; pictures, stories etc. (Although u can view the blog without being a member.0 This shows HORIZONTAL NETWORKING as this does not commercially benefit the institution.

The institution involved ‘blogware.com’ gains through subscriptions to the website. However each blog is freely accessible to read on the internet. This accessibility allows a greater exhibition and therefore potential reach for the user and also benefits the institution as they are self promoting through this. Also they advertise other institutions such as ‘Google’ and on this website books which are advertised are done so through the advertising of ‘amazon.co.uk’

The audience is dependent purely on the type of blog. i.e Just a news blog or a personal blog about careers, or hobbies etc. It is the niche content which provides a niche audience. However the blog would mainly be viewed by regular and comfortable users of the internet. In this case the audience would be people interested in the life surrounding a healthcare profession.

iPhone

Converged, portable digital technology: iPhone


Technology involved:
Mobile calls and SMS texts, MP3 player, Wi-Fi internet, digital camera, MP4 player, radio, software roadmap/satellite navigation, TFT LCD Screen, touch screen.

This converged item is not only replacing but compiling a single unit which has the functions of many different accessories that have led the way previously. This iPhone not only replaces older mobile phones which are not as stylish and modern, it replaces; satellite navigation units, MP3 and MP4 players, the laptop/pager, the digital cameras. This one unit provides many functions and is therefore an example of CONVERGENCE. This is significant as this unit makes all of these features portable in one unit and therefore makes much less hassle for the buyer. Also this miniaturises some features, such as the Laptop which can be a handful, now into a slim pocket sized unit! The iPhone has dimensions of ...


Media Content:

iPhone can sort thorugh media library in a non-linear format allowing audiences to diversify their experience.

The iPhone allows users to purchase and download songs from the iTunes store directly to their iPhone over Wi-Fi, with the iTunes Wi-Fi music store, but not over the cellular data network. This is an example of vertical integration as Apple is forming a synergy (between products) across technologies, which encourage audience loyalty to the institution.

Apple developed an iPhone application for accessing Google's maps service in map or satellite form, while providing optional real-time traffic information. Apple also developed a separate application to view YouTube videos on the iPhone.-IMMEDIACY

Text messages are chronologically presented, with recipient replies grouped. The iPhone currently has built-in support for e-mail message forwarding, drafts, and direct internal camera-to-e-mail picture sending. These features allow much faster communication and provide instant gratification.

The iPhone overcomes the physical limitations of screen size by letting the user zoom into sections of a page with a double tap. This and the innovative new software which provides a touch screen interface, makes calls and listen to music much faster and simpler. It is a fully functional music and video player and syncs with iTunes. –QUALITY OF EXPERIENCE

The motion sensor/acceleroemter detects when you rotate the iPhone and automatically changes the contents of te display, so immeditately entire width of webpage or photo is in proper landscape aspect ratio. This improves the quality of the audiences experience immediately .

The iPhone’s widgets (small application) give helpful info. E.g. weather reports, stock reports. -IMMEDIACY

YouTube player:
This allows the audience to access and browse YouTube videos wherever they go. The portability of this website allows the audience to instantly gratify their needs and shows symbiotic relationship between Apple and Youtube. The audience can also send links of the videos to their friends via email which shows that the convergence of the internet.

Target audience:
The target audience is not clear as the range of function means that it can appeal to many audiences. I think in particular this would appeal to teenagers and city commuters who live really busy lifestyles and would like to be able to use many features on the go. I think also this would appeal to affluent city workers or at least those with a higher disposable income as the product is £269.

I think this product appeals to the younger generations who are confident with using up to date technologies and like to keep up to date with the latest trends. Also this product is a convergence of lots of technologies and so the audience must be a tech savvy person who understands how to use each feature. I also think this is primarily targeted to males, with regards to the stereotype that men like their technology and gadgets.

Institutions: APPLE
Apple has Symbiotic relationship between – Google (YouTube), O2 in UK, Starbucks. Mobile phone operator O2 has exclusivity to sell Apple's iPhone in the UK. The agreement with O2 is reported to include Apple receiving a continuing share of the revenue generated for the network operator.

New for Apple is mobile phoning and so the iPhone allows them the opportunity to gain a market share.

Some flaws in the devices, but like the iPod, the iPhone will force every other competitor in the market to raise its game otherwise will be squeezed out the market.

Key Concepts: CONVERGENCE, IMMEDIACY, QUALITY, MINITURISATION

Facebook-social networking
-One ‘leisure time’ activity involving NMT and audience consumption/production (social networking, online shopping, online gaming, music downloading, amateur film production, digital music production, etc)

Technology involved: internet, video technology, audio technology. Facebook is seen to be replacing forms of communication such as letters, phone conversations, emails, and even social interaction (meting up in person.)

Media content involved: Website, games, video clips, digital photographs, audio clips, applications, text comments including instant messaging

The website:
Facebook is an online social networking website which allows global interaction. It can be used by any body that has access to the internet and has their own email address (which allows them to validate an account). Each member is given their own webpage which they can personalise through many features. When creating a webpage the user is able to set their profile page to private whereby only their friends can access the page and look at their individual content or they can set it to public whereby anybody who has a facebook account can browse their page. If set to a private account then members will communicate across their individual social network and is an example of the institution fragmenting the target audience as a way of personalising each users experience on the website. Furthermore this leads to a larger target audience as each user can personalise their webpage and experience by talking to their friends and personalising their experience in a way that suits their tastes, habits and lifestyle. In other words the REACH of the website is extremely large as anybody with an internet connection can use this for their own reasons.

Games:
On the audience’s individual page they can add applications of games. For example, ‘ghost racer’ ‘Mindjolt games’ ‘Games arcade’ etc. This allows the audience to freely interact with friends and also challenge people of the same ability who they may not know. This almost fragments the audience and can allow individuals to socialise with people which they may never have in real life. This is also an example of horizontal networking.

· Video clips, audio clips and photography:
The audience can upload their digital videos and photographs to their webpage. This allows them to share their experiences with their friends and family. This follows the concept of immediacy as the audience can much gratify their viewing needs in a much more convenient manner. For example, without going to their house and viewing the videos on the television or stored on the computer, or without just looking at printouts, the audience can just view and even save the uploaded material. This also follows the concept of horizontal networking as the institution has no obvious gain from this sharing of media across a social network.

These features do not necessarily need to be uploaded they can just be added to the webpage through applications such as ‘iLike’ whereby the audience can add music to their webpage and dedicate songs to others, and ‘YouTube skins’ where the user can use the embedded code to transfer the video to their feature ‘wall’. This follows the concept of horizontal networking such as sharing of media from peer to peer via the webpage, yet this is an ideal way for Facebook to gain revenue. Applications such as these provide a peer to peer sharing of media however the institutions involved use these applications a good advertising for themselves. For this reason revenue must be paid to Facebook for these applications to be accepted by the Facebook institution.

· Applications
There are many applications that the user can add to their webpage. This vast amount gives much more choice and variety for the audience and so is an example of proliferation. As already mentioned for gaming applications, this allows the audience to interact across the social network and form new social groups and friendships with people that share your tastes. Also the number of different applications and content that the user can upload shows how the institution is promoting ‘personalisation’.

· Text comments and instant messaging
Every webpage is given a wall whereby the users accepted friends are able to write and leave them textual comments and even pictures. This allows social groups to interact for free over the internet without writing full emails. This saves time. The newest feature to Facebook is the instant messaging. This allows friends that are online to communicate instantly across the internet. For this reason it saves time and is a great example of immediacy.

· Democratisation is shown as the site allows everyone to join the networking website. The user has control over what their friends or the public access which gives everybody a sense of equality. Also the institution has no power over your account apart from regulating individual WebPages for inappropriate pictures and videos. This regulation allows a safe and secure environment for audiences to socialise within however is also dependant on the audiences help. For example the audience can ‘flag’ other WebPages’ content if they feel it is inappropriate or offensive and the Facebook institution has the power to remove this.

· The ‘people you may know’, ‘online friends’, notifications regarding friends actions , and other similar features are a good example of online surveillance. This shows the institution surveying your friends in an attempt to give the user the most current and significant information to them (the type and regularity of notifications can also be altered by the user) which provides a more convenient service. The ‘people you may know’ feature is when Facebook surveys the amount of friends you have in common with someone. Some of the users with the highest number of friends in common are then shown to the user. This can speed up the navigation around the website (save time looking to add people you know) and allows social (and horizontal) networking across a larger scale.

Audiences:
As already mentioned the website has a huge reach as each user can personalise their webpage and experience by talking to friends and alter their experience in a way that suits their tastes, habits and lifestyle. Anybody with an internet connection can use this. Personally I think that the largest audience is those people that are most comfortable with this new media technology (internet) and similar new technologies and people that have many friends and social activities and events. For example the 50+ years may not be confident with using the internet, and younger children may not part take in frequent social events such as going out with large groups of friends. Therefore the majority of users are social and between the ages of 14-35 years.

Institutions:
Facebook is funded by the revenue from advertisements and company applications. For example ‘YouTube skins’ and advertising on the left hand side of the users’ homepage. This is invaluable high reach advertising directly to individuals which can then become a viral application amongst social networks. For example if many friends are uploading YouTube videos onto their YouTube skins application, other friends are likely to join in.

The success of Facebook has lead to many companies wanting to advertise and create applications for the website. This increases revenue yet allows Facebook to exhibit a vast amount of content which may appeal to many diverse audiences. The success also led to other companies/institutions advertising the website when marketing a different new media technology, as this would increase their distribution.

Note: Apple advertises Facebook on their new iPhone TV advert. This shows a synergy between institutions. Both benefit from this advertisement as Facebook is being advertised the large audience that the Product may appeal to; whilst Apple are appealing to the wide reach of people that use Facebook.

Key concepts: Regulation, interactivity, reach, horizontal networking, online surveillance, immediacy, personalisation, democratisation.

V-log (YouTube video): Kitchen Diaries (beat box).

Technology involved:
Digital videos are uploaded by members of the ‘YouTube’ website onto the internet. It allows people to freely stream videos across the globe. This enables audiences to become producers and view clip of what they want when they want. If the video does not exist they can create a video to gratify their and others needs. This also allows everyday people to easily publicise their talents and views which could lead to the creation of a fan base with the individual become slightly famous on the secondary world that is the internet.

This can replace terrestrial and digital television as people may log onto YouTube to experience a more diverse or different standard of video or may even want a more personalised and realistic experience. The main thing is that the audience can instantly gratify their needs and form an online equal society.

More specifically YouTube can compete with individual TV shows whereby the audience send in their own videos in a hope for them to be broadcast. YouTube however, allows everybody that equal opportunity. Shows such as; ‘You’ve Been Framed’, ‘The planet’s Funniest Animals’, ‘Animal Planet’, etc.

Media content: YouTube website and the digital video:

The YouTube Website:
YouTube categorises each video into a ‘channel’, i.e. it is categorised into sub sections such as; All Comedians, Directors, Gurus, Musicians, Non-Profit, Partners, Politicians, Sponsors, You Choose 08. This allows the mass audience the opportunity to diversify into a niche group and experience. (DIVERSIFICATION) This also makes the process much easier and faster to navigate through the millions of videos and the audience’s needs are more instantly gratified. (IMMEDIACY) for example ‘Kitchen Diaries’ is in the channels ‘comedy’ and ‘entertainment’.

The sub section ‘community’ allows audience to participate/ be part of contests and groups. A task is set by a company and the audience try to complete the mission set in the form of an uploaded video. This is allows the audience to share videos of themselves yet the company does not have a clear commercial gain from this task. (Instead they are ‘below the line’ promoting with the aim of eventually increasing company sales) (HORIZONTAL NETWORKING)

The ‘search’ option, the channel toolbar, and the sheer number of videos that are on the website allow each viewer to obtain a very individual and personal experience. For example only a niche audience may watch a video as a pose to the more restricted television scheduling whereby millions may watch something. Also due to the internet, this has allowed much more private viewing within the home or workplace etc.

YouTube allows everyone to publicize their videos and gives everybody an equal opportunity to express their views, show off their talent and possibly even become famous. This challenges traditional media organizations and formats such as the TV shows (as already mentioned) who were able to control what the audience could view, how they viewed it and when! Therefore this is a perfect example of DEMOCRATISATION.

The digital video:

The diversity and standard and personalisation of the ‘Kitchen Diaries’ video means that it will appeal only to a specific audience and therefore this is an example of ‘narrowcasting’ the audience. In other words the; beat boxing, humorous action codes, dress codes and dialogue, will mean that the audience is narrowed. Also when viewing a video the YouTube webpage displays related videos and videos uploaded by the same users. This allows the website to become fragmented as these features cause narrowcasting, i.e. the audience may only want to access similar niche videos and if this happens on a larger scale the whole YouTube audience could fragment.

The digital video is accessible to all audiences that are connected to the internet. Although the content is regulated by the YouTube organisations and institution to maintain a safe and secure and enjoyable website created for the people. YouTube is a public and free video uploading website and relies also on the audience to regulate this content and report content to the institution via the ‘flagging’ feature. This is a feature whereby the audience can click and flag a video if they feel the content is of an inappropriate nature. From this YouTube are alerted and review the videos status on the website. This illustrates the concept of REGULATION however the sheer success of the website has meant that the speed for regulation is much slower than the speed at which videos are uploaded.

Regulation is also shown as YouTube ask members for their date of birth to make sure that content they try to watch is of a suitable rating. Audiences without a membership are also unable to watch content that is age restricted, i.e. Over 18.

The audience are given complete control over what media is consumed (although regulated), when and how. They are not restricted by the traditional TV scheduling and can watch the videos when most convenient. This is a great example of time-shift.

The text comments section and the video response section below the video allow the audience to voice their opinion about the uploaded video. This allows the audience and the users/producer to communicate with each other over the internet on a global scale with people that may never have met in real life. (INTERACTIVITY)

‘Statistics and data’ is also available regarding each individual video, such as how many times the video has been ‘viewed’, ‘rated’, ‘favorited’, etc. My chosen video, ‘KITCHEN DIARIES’ has been viewed 2,564,061 times and has been ‘favorited’ 19,713 times yet it was only uploaded 16months ago! This section gives the audience more information about each video (slight example of proliferation).

YouTube users upload videos for free and the audience can access the videos for free. This allows peer to peer sharing of media without any profit. The audience can also copy and paste the embedded code of the video and put it on their own website/webpage/blog etc. This means that the audience can share the videos across peer to peer yet at the same time the institution and video is non-commercially promoted. Therefore these are clear examples of HORIZONTAL NETWORKING.

Audiences
‘Kitchen Diaries’ appeals mainly to anybody with a taste in Beat boxing, no matter what age, race or gender. However the audience is narrowed by the humour of the video. Also the video is part of a competition and so would appeal directly to those young hopefuls who want to win the competition and see which acts they have to beat. The main reason an audience would watch this video this for entertainment yet their viewing and rating of this adds to the creators viewing statistics which can benefit the creator through fame and self satisfaction. The audience may also find inspiration from the video and upload a video of them to gain status and to publicise something they find entertaining. This follows YouTube’s concept of self generated content.

The actual video itself can appeal to a mass audience however this is narrowed by the technology used- internet and v-logs. The new internet technology and the v-log facility provided by the creation of YouTube in 2005, means that this audience is narrowed by factors such as; whether those people who are comfortable with using this technology and those that can afford this technology.

Institutions -Google own YouTube (cost $1.65 billion)

The main institution is YouTube who are owned by Google. On the website there is lots of self promotion of the brand ‘YouTube’ and there is some advertising which can provide income for the institution such as ‘Rolling Stones’. Also self advertising the institution on other media texts is evident, such as ‘iGoogle’ and logging in with a Google account which shows vertical integration.

The increasing use of the internet and the increasing habit of free online video streaming via YouTube has meant that the institutions’ level of distribution is increasing. The unlimited space on the internet and the diversity of videos uploaded due to a diversity of audience tastes has meant that the amount of exhibition is forever increasing.

Some institutions use YouTube as a way of marketing their own media. For example film companies will upload trailers as an attempt to distribute the trailer to a greater audience and from that increase the popularity and therefore increase the number of screenings of the film.

Key Concepts: Horizontal networking, regulation, democratisation, narrowcasting, fragmentation, immediacy.

Case study 2: Choose one radio station website and focus on the webpage for a specific radio show offered by that station.

Radio station: Capital (95.8fm)
Radio Show: The Breakfast Show: Johnny and Denise, weekdays 6-10am.

Technologies involved: Internet, podcasts, photo galleries, live radio streaming, video and audio clips, live webcam streaming.

Relevant:
-online developments are able to replace the traditional radio.
- Don’t have to listen to your radio- can listen on the web.
-website can mean you don’t have to look at the radio times for scheduling etc.
- allows you to see who you are listening to through picture galleries, video galleries, every live webcam in the studio
-Allows you to listen again to favourite interviews- therefore you get extra content that would not be replayed on the radio.
-podcasts if anything are replacing the traditional ‘recording’ of content however the podcasting is not really replacing anything it is jus offering something completely different- guaranteed more content.
-recording is being replaced by the video and audio clips which allow you to replay something online.

Exploring the media content:, Photo gallery, Replayed and downloadable radio interviews, Podcast- which allows you to download the shows straight to their IPod, video clips, Contact via email (e.g. blame Gareth),

The website:
-Provides a very non-linear way of viewing the radio show. The audience can diversify their experience by clicking on many different sub-sections within the radio show. There is a main menu at the top of the page, there is a menu bar on at the start of this webpage which allows the audience to navigate easily to certain features via links, and there are small summaries of each link below in an ordered layout whereby the audience can read part of the story to decide whether to view the full version. This allows the audience to more instantly obtain the information they require.

Photo gallery:
This allows the radio show audience to match what they listen to with pictures of the people that they hear interviewed and the people in the studio. This gives the audience more privileged experience due to this extra detail (PROLIFERATION).

Video clips:
This allows the audience to understand events which take place yet can’t be heard on the radio show. The audience are given extra information in the sense that they are using another sense whilst they can see the behaviour of people on the radio show. For example there is a video clip of Johnny and Denise’s journey to interview Sylvester Stallone. Video clips also provide another form of media which some audiences may prefer rather than to just read articles.

Podcasts:
Podcasts of the radio shows are available to download to the audience’s computer or MP 3 players and this makes the radio show a much more accessible- especially as this radio show begins at 6am whereby the audience ma y miss parts of it. The audience can ‘listen to Johnny Vaughan's Breakfast Show at teatime. Never miss Flirty at 9:30 again. All for free!’ ‘You choose the time. You choose the place. You choose the show. Save for later or listen now.’ Podcasting is a way that automatically sends the best bits of your favourite shows to your computer so that you either listen to them on your PC or load the audio onto your iPod (or any other MP3 player), making it possible for you to enjoy your favourite Capital show anywhere you like and at a time that is most convenient to you. This gives the show a greater reach as more people will be able to listen to the show at times which suits them and conforms to the concept of time shift. Also the fact you can download specific shows give the audience a more personalised experience. The digitally broadcast radio show means that it can be easily transferred to the relevant technology, i.e. the internet, whilst the quality of sound is not altered by this. It is then easily decoded and turned to a podcast. This follows the concept of Analogue v Digital.

Repayable and downloadable radio interviews:
This allows the audience to never miss a show. This allows them to listen to the show whenever they want to and allows them to diversify their experience as they can choose whatever interviews they would like. This follows concepts of, time shift and personalisation. The fact the radio interviews are digital (and therefore coded) makes them easily upload able to the website and maintains the sound quality. This is an example of improved quality of the media content.

Audiences:
I think the main audience for this radio station website is people with very busy lifestyles who may miss the live shows at the early time. This is implied as there are many repeated or podcasted shows which imply that the people who visit the pages are those that missed the initial show, i.e. due to commuting to work. Also the audience would need access to a computer and would likely own an MP3 player to download the podcasts which implies that this is targeted to employed people who keep up to date with the latest NMT’s. The secondary audience is those dedicated listeners to the show who want to hear repeats and want to gain more information about the show. These fairly niche audiences of this website and follow the concept of narrowcasting.

Institutions- Capital radio
The website is designed purely to further market, distribute and exhibit the radio show. Advertising across media texts makes the show more accessible. Distributing and exhibiting the radio show on a different media technology, which may result in a greater reach and a more loyal audience?

Revenue for the institution is in the form of advertising. For this specific radio show the sponsor is BMI/flybmi.com. This allows for the sponsor to advertise directly to the niche audience, which is fairly young and has money to travel.

Key Concepts: Time shift, non linear, personalisation, proliferation, quality, analogue v digital, narrowcasting (?)

Case Study 1: Mainstream Broadcaster Website: BBC

The BBC provides a public service to the widest audience possible and therefore is the UK’s leading mainstream television broadcaster, with an annual viewing share of 22% in 2007 (http://www.barb.co.uk/). It was respectively the first broadcaster in the UK and is therefore available through analogue television on a terrestrial platform as well as the digital television which can be accessed through three platforms: Digital Satellite (Sky), Digital Cable (NTL, Telewest) and DTT (Digital Terrestrial Television-Freeview).

The BBC kept up to date with New Media Technologies such as Digitalisation, which enables a wider reach (target audience) through mainstream Channels such as BBC 1 and BBC 2 yet narrower audiences can also be targeted through the BBC’s more specific branch off channels including; BBC 3, BBC 4, CBBC, CBeebies, BBC Parliament and BBC News 24. For similar reasons the BBC also expanded their radio broadcasting with the introduction of a wider variety of radio stations such as; Radio 1, 1 Xtra, Radio 2, Radio 3, Radio 4, Radio 5 live, Sports Extra, 6 Music, BBC Radio 7, Asian Network and many local radio stations. The BBC also kept up to date with the trend of global communication through World Wide Web and so created a well established site, BBC.co.uk which provides a range of facilities.

The BBC homepage
· The homepage layout is divided into different sub-sections (News, sport, blogs, TV listings, weather) providing the most current information for the viewer.
· For example, the largest and most striking image on the homepage is of a latest BBC television programme. This shows the BBC using self promotion through different media texts.
· Another sub section is the BBC’s latest ‘iPlayer’. This allows the audience to view the TV programmes that they have missed, free online, ‘Making the unmissable, unmissable’. This new service increases accessibility and shows a convergence between the internet and the television industry.
· Menu bar at the bottom of the page, with links to further, more specific sub-sections. Sub-sections such as; Business & Money, Children & Teens, Entertainment, Health, History, Learning, Lifestyle, Music, Science & Nature, etc. This gives a non-linear style of accessing all of the BBC’s content and therefore allows the viewer to personalise their viewing experience. The viewer is also able to ‘edit’ the sub sections allowing them to specifically gratify their individual needs. This style of interactivity acts as a form of online surveillance for the audience, meaning information is tailored to their needs. The BBC uses this technique as a way of creating audience loyalty as the audience builds a positive expectation of the website.

Key concepts: personalisation, interactivity, convergence, non-linear, (online surveillance?)

A. Webpage for one sub-section: BBC NEWS

The technology involved:

· Technology involved- internet, digital video, photography, television, radio, sound clips, webzine, blogs and podcasts. This webpage replaces the monthly local newspapers with instant local news when the audience demands it. This replaces TV shows as scheduling can be time restrictive and this webpage could even challenge the sales of newspaper companies.
· News is usually consumed by the audience via traditional methods such as, through the radio, television or publishing industry (newspapers), however this new technology (internet) allows a shift in audience consumption and therefore the transient relationship between the audience and media, -across the technological system of the world wide web. Through the internet the audience can obtain information quicker, can obtain more detailed information and longer news reports (no time restriction such as TV scheduling) and more flexible and convenient timing i.e. don’t need to watch or listen at a specific time.

Exploring content and relating this to audiences:

· A really non-linear approach to news, as the audience can choose the order in which they consume articles or view links or the media text available. This replaces the TV news which has a linear structure and few newspapers which are not usually sub-sectioned. This is a good example of personalisation as it questions whether there is in fact a structure at all and therefore; it this webpage multi-linear? The viewer can navigate through the webpage or use the menu down the left (in the sweet-spot) for easier navigation.

· Proliferation: Can use the webzine feature or look back to articles linked to current news, which widens the audience’s knowledge within news to their particular taste. Also the greater variety and diversity of news available at the audience’s fingertips is an example of this concept- ‘global news’ ‘UK news’ ‘’England news’ ‘Scotland news’ ‘Business news’ etc.

· Personalisation: news can be personalised to a local level whereby you can set your location by inputting your postcode and the webpage language can be altered. Also there is a ‘news feed’ feature whereby the audience choose the news content that they receive via news alerts. ‘For example, if you would like the latest BBC News Entertainment stories, simply visit the Entertainment section and you will notice an orange button on the left hand side.’

These features also display interactivity between the audience and media institution and further increases brand loyalty. Also this is a way of fragmenting the audience into smaller groups and appealing to more specific/niche audiences.

· Interactivity; clicking on headlines acting as links to the entire article, edit audience postcodes/location, show/hide more news links, ‘pictures’-sent in by audiences, a ‘Your News’ section which allows the audience to add their own local news stories, and discussion groups- ‘have your say’ whereby the audience can discuss issues between peers through the institution (this follows the concept of horizontal networking as the BBC platform makes peer to peer networking more accessible yet without obvious commercial gain-just a word of mouth style of advertising) The fact the audience can interact with the institution can encourage a brand loyalty.

· Immediacy: The personalised BBC NEWS FEEDS are instantly updated with news headlines, there are general instant updates, there is a ‘latest’ scrolling text, news alerts send to your mobile, and there are audio ‘One minute summaries’. This experience is tailored around our lifestyle and therefore replaces TV scheduling; however digitalisation has led to an increase in news channels which have similar features- BBC NEWS 24 being one of them!-This channel is promoted on the website which shows vertical integration.

· Quality: Advances are shown on the webpage as the audience can consume the news in a number of languages. This adds to the non-linear format of the sub section but more importantly increases the accessibility of the news. I.e. the service increases its potential reach.

· Convergence: the webpage allows the audience to consume the news in many different media texts; digital video, live streaming, audio clips, photography, live radio streaming, email news, alerts sent to your mobile or computer and podcasts.

· Vertical integration: Next to the BBC news logo, there is an advertisement for the digital TV channel- BBC news 24, which shows the BBC trying to use the webpage to advertise company products on another medium- the television industry. This can potentially increase the audience’s loyalty to the BBC. However the fact you can watch the channel live on the website shows a convergence between both the television and web industries. In the same way the audience can listen to BBC radio shows through the ‘iPlayer’ feature which shows a convergence with the radio industry.

· The news webpage offers the audience: 2 minute audio or video news summaries, online videos, blogs, specific local news, articles, ‘most popular’ articles, discussion boards, downloadable podcasts, mobile alerts, etc. The audience are using this news webpage as access to the most detailed news in many different forms, whenever they want to. I.e. the media consumption is a more convenient and flexible activity which gives the audience control. This highlights the concept of time shift.

Audiences:

· I think the BBC news page has a very flexible mass target audience. I think the main targets could be roughly 25-40 years both male and female who have access to different forms of media technologies. Reasons for this audience, I think, is that the site provides a very formal viewing experience, possibly due to the plain background, ordered layout, sophisticated language and single typeface. Therefore this page signifies a maturity within the audience, however I feel that the level of interactivity, through media content such as podcasting and audio clips etc, suggests the audience needs to be comfortable with and regular users of this fairly new technology-the internet (an more current technologies). With regards to this I feel those older generations such as ‘silver surfers’ (i.e.50+years) could be a secondary target audience.

· Another audience could be those teenagers which are regular consumers of the news. Firstly this form of media is readily accessible to them, for example school internet, secondly this generation is extremely comfortable with the technology and finally the media content provided by the webpage is increasingly unique and exciting.

· For example, I, a male 16year old, use the BBC News webpage fairly often when browsing the internet to look at the global news. However more importantly when I demand knowledge of the football scores, I go straight to the sports section and gain as much information as I require.

Institutions:

· Producing and distributing: This technology give much more space for the BBC. Therefore they can produce much more diverse content in the form of mass and niche news. This will benefit the BBC as there will be a bigger potential reach.

· Exhibiting: The website allows the BBC to display a wider choice of media texts. Therefore this allows them to promote alternative delivery outlets-i.e. BBC News 24 TV channel, live audio and video streaming, etc. This promotion therefore creates a synergy between the platforms on which the BBC institution is accessible, and therefore follows the concept of ‘vertical integration’.

Key concepts: non linear, time shift, interactivity, immediacy, vertical integration, proliferation, personalisation.

B. Webpage for one programme: The Apprentice

· The Technology involved: the internet, digital video, photography, television (iPlayer). This technology (internet) is expanding upon the television industry as you can watch the show online after it has been broadcast on TV, you can watch unseen footage (adds to viewers experience) and you can interact with the institution (on this webpage you can’t actually interact with the show).

· The webpage is replacing the teletext guides, magazine guides and TV listings papers as this necessary information (and extra) about the show is displayed on the website.

Explore the media content and how does it relate to audiences: related website links, video clips, views and articles, extra information.

The webpage and layout:

· The logo and title is bold across the top of the webpage with accompanying pictures of the judges. Underneath is a toolbar with small photographs of all the candidates which also reveals their current status within the show- either a clear interviewee picture or one with ‘fired’ written across it. This layout clearly signifies the roles of both the judges and candidates.

· To top left of the webpage is a list of links which act as a menu for the website, ‘Home, videos, news, Tre’s column, the board, About, Candidates, related links’.

· Centred and therefore the focal point, is the current ‘latest videos’ section which is of most interest to the audience. This is designed as a rotating 3part slideshow of the 3latest most exciting updates. The captions with to these ‘latest videos’, along with the lack of emphasis on the candidates themselves suggests that the show is very much reality TV with a more important purpose, i.e. not just to entertain the audience and win, but to become the Alan Sugar’s apprentice and become educated in the world of business.

Extra information:

The audience can view each candidate’s profile under the ‘candidates’ link. This provides them with extra details including their; age, career, qualifications and Home town and personal quotes. This formal approach reflects the ethos of the show yet the more personalised messages signify the enjoyment and entertainment that will be provided. I.e. this link not only provides more information for the loyal viewers but also helps to build expectations of the show-this is a mutual experience for a large target audience.

Moreover links such as ‘The Board’ and ‘About’ can provide the loyal viewer with a greater depth of understanding for the show and can widen their knowledge yet also allows the institution to promote the show to an entire new audience. These links allow non-current viewers to understand what the key concepts of the show, gain a greater knowledge of the judges and candidates and from this can decided whether they will enjoy watching the show.

‘Tre’s column’ provides a much more blunt and honest approach to the storyline of the show. For example ‘we also got to see Lucinda actually get involved and do something’. Not only does this set expectations of the show to new viewers but also it supports the show in giving a greater sense of realism and expands audience knowledge beyond the 1hour show (and the 1hour ‘you’re fired!’ show on BBC 2). This content is more reflective of the audience opinions and therefore may increase the audience’s loyalty not only to the show but also the webpage and article itself.

However personally I think the lack of interactivity hinders the success of the website. There is no way that the audience can actively express their views, such as through a forum, discussions page or even an open online blog-they are only given another viewpoint through ‘Tre’s column’. Therefore it seems to me that this webpage was not designed as a leisure facility for audiences to come together (which could increase loyalty to the website and show as well as under the line marketing). It is very driven to promoting the television show and providing information that supports footage which has been broadcast on the television.

Articles and extra info:

The menu bar has a link, ‘news’ which provides the viewer with the latest information regarding events in the show (latest that have been broadcast?). The main/latest story centres the page at the top with a relevant picture. Below is a dropdown of other news which may also be current or linked to previous weeks. All of these can either be read as an article (with a main accompanying picture heading the page) or some articles can be watched as video clips. On the homepage and news page there is also a divided subsection section for audience news- ‘Get your hands on tickets for You're Fired’ (a spin off show on BBC 2 after the main show on BBC 1). Also on the homepage there is a newsletter signup whereby the audience can subscribe to the latest news and updates of the TV show.

‘Videos’:

Video is a main technology used on the website. The main (centred) information given on the homepage is ‘latest videos’ and this provides a link to 3 latest video clips. Also from the menu bar there is a ‘videos’ link whereby the audience are able to watch much more footage of the show. From this link the audience are given another menu whereby they can choose to watch; Previews, Recaps and highlights, Unseen, You’re Fired, Taxi rides, Candidates and Previous series. The diversity of each section caters for a wide audience such as the addicts who want more information, the occasional watchers who have missed part of the show and those who don’t yet watch the show and want to gather the concepts before watching (i.e. looking at the candidate videos and early episodes.)

Note: digital video is one of the main converges of technology on the website and is used mainly as a promotion for the television programme. The use of video clips on the website encourages the audience to watch the programme and create a loyal audience to the show. This creates a synergy across technologies which will boost the shows TV ratings, providing profit for the show, but importantly for the institution, it will deliver a programme that can appeal to a mass audience.

Website links:

The homepage displays many links to help navigate through the website which enables the audience to view the information on the website in whatever order and fashion they desire. However there are also links to; ‘Dragon’s Den’, ‘BBC 1’ homepage, ‘BBC 2’ homepage, the ‘BBC homepage’, the ‘BBC radio’ homepage, and the ‘entertainment’ homepage. This shows how the BBC is vertically integrating other media texts to try and increase the institutions audience reach and loyalty. These other links are all related to the audience targeted by ‘the Apprentice’ and so the BBC is promoting other media texts that the audience may like almost in the form of online surveillance.

Audiences
I think the website mainly targets the niche audience that avidly watches the TV programme. (Age: 18-30years, gender: male and female, tastes: business, driven/ self- challenging individuals) My reason for this is that there is much unseen content and the main features are the news and opinions linked to the show. There is a lack of interactivity and so the website is not designed to appeal and keep the audience’s attention- for example, through games and online quizzes. The websites purpose is to promote the TV show and provide content for the hardcore audience.

However maybe the show acknowledges the fact that their targeted audience is young, active, with busy lifestyles and has many other online habits and so they have understood that ‘The Apprentice’ website would only be viewed as a means to support the TV show. I.e. people of this age would have other online habits such as emailing, social networking, gaming, etc. The lack of interactivity therefore makes the website a more efficient site with regards to gratifying the audience’s needs.

Institutions -BBC
The ‘Apprentice’ website is a great promoter for the actual TV show as all the content relates to the narrative of the show itself- ‘the toughest test yet?’ and much of the show is exhibited through video clips. This therefore encourages an audience loyalty to the show (i.e. to read about the show and then watch it, or to watch tempting snippets of the show) which is on the BBC and so therefore the BBC broadcast ratings will increase.

‘The Apprentice’ webpage is a link from the main BBC and so on the webpage there is much BBC marketing. This webpage also promotes other BBC TV programme websites and other related media texts such as ‘BBC Radio’ all provided by this institution. This therefore helps to support the institution as ‘a provider of a service, to the largest possible reach’.

The institution can exhibit and promote greater amounts of their content through using the internet. Within this content they then maintain an audience loyalty by vertically integrating other BBC online productions, which overall increases their reach and allows them to promote and possibly distribute more individual media texts.

Key Concepts: vertical integration, reach, proliferation, immediacy.

Vertical integration:
BBC tries to promote the TV show through the use of the website

Reach:
Through the related links the BBC can promote and distribute the WebPages or in this case they can promote TV shows such as Dragon’s Den. The BBC TV ratings for this show may then increase making it a success.

Immediacy:
the format and content on the site allows instant gratification to the niche target audience by providing necessary information and catch-ups whilst also giving valuable new information to the viewer. (Site is very to the point)

Proliferation:
the audience can get much more information of about the show through the webpage.- background info of each candidate, history of the show, information about past series, more information and detail regarding the latest events.