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.