T11. Marketplace model
Transcript of T11. Marketplace model
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 2/32
*Calls and SMS are charged at $0.50 per call or message.
SMS To vote for Jeanette Aw,text F1 to 77577.
PhonecallCall 1900-112-3001to vote for Jeanette Aw
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 3/32
*Calls and SMS are charged at $0.50 per call or message.
SMS To vote for Felicia Chin,text F2 to 77577.
PhonecallCall 1900-112-3002to vote for Felicia Chin
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 4/32
*Calls and SMS are charged at $0.50 per call or message.
SMS To vote for Joanne Peh,text F3 to 77577.
PhonecallCall 1900-112-3003to vote for Joanne Peh
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 5/32
*Calls and SMS are charged at $0.50 per call or message.
SMS To vote for Zoe Tay,text F4 to 77577.
PhonecallCall 1900-112-3004to vote for Zoe Tay
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 6/32
*Calls and SMS are charged at $0.50 per call or message.
SMS To vote for Fann Wong,text F5 to 77577.
PhonecallCall 1900-112-3005to vote for Fann Wong
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 7/32
VOTING
RESULTS
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 8/32
Audience is King..
How TRUE Is That?
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 9/32
Introduction
Assumptions & Critique
Conclusion
Our Proposed Model
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 10/32
Introduction: Media
Audience The idea of the audience as a consumer isdeemed as key to the growth of the mediaindustry."the perception of
broadcasters ascommunity trusteesshould be replaced by aview of broadcasters as
marketplace participants. . . the public's interest,then, defines the publicinterest." Mark Fowler,
Former FCC Chairman
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 11/32
Assumptions:
Consumers are active media seekers,choosing what forms of media they willattend to, when & how often.
(BIGResearch, 2004)
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 12/32
Critique:
CASE STUDY: FOOTBALL CHANNEL
PRODUCER: STARHUB
• Launched in 2007, Football Channel is fully
dedicated to football after Starhub won therights tobroadcast live Premier League games over
ESPN
Star Sports.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 13/32
Assumptions:
They have well-formed programpreferences, influencing them to choosespecific content.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 14/32
Critique:
CASE STUDY: DEMAND TV
PRODUCER: STARHUB
Video-on-Demand (VOD)• Provides what today’s customers are looking
for:• Control & convenience:- No TVC interruption- Able to stop, pause & rewind the program
[Owntime own target]
• To be part of the hippest crowd:
- One of the first to catch the latest episodesOR
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 15/32
Assumptions:
Media System is responsive to audiencepreferences.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 16/32
Critique:
CASE STUDY: THE CHAMPIONPRODUCER: MEDIACORP TV
• 20-episode drama serialwhich debuted in October 2004
• "The Champion" achieved extremely highratings during its telecast
• 1st Mediacorp drama which allowed theviewers to
vote for their favorite 2 minute ending
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 17/32
Critique:
CASE STUDY: THE CHAMPIONPRODUCER: MEDIACORP TV
SMS Surveys: Two choices to choose from (A or B)• Choices given in the form of SMS ($0.20 persms)
Gave audiences the chance to choose theirpreferred endings:“Audience as King”: Empower audiences tomake them feel that they have a say in how
the story should end. Emphasis is placed on“ ”
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 18/32
Assumptions:
Media System is responsive to audiencepreferences.
How TRUE Is That?
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 19/32
Critique:
CASE STUDY: THE CHAMPIONPRODUCER: MEDIACORP TV
• “Behind the Scene” (One ending mighthave
already been decided regardless of the SMSvoting’s outcome)
• Lack of transparency
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 20/32
Critique:
CASE STUDY: MUSIC STATIONPRODUCER: JAPAN TV ASAHI
• Long running Japanese Music Television
Program• Received Regional Recognition- Broadcasted by Mediacorp TV from 2000 –2002
- Broadcast time belt: late weekday nights at
11:00pm- Broadcast stopped in 2002
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 21/32
Critique:
CASE STUDY: MUSIC STATION
PRODUCER: JAPAN TV ASAHI
• Reason For Termination- Japanese TV programs are more costly
- Genre of program is too niche
• Feedback gathered from Audience- Forum comments- Emails written in
• Result: Music Station was not telecasted
again
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 22/32
Critique:
CASE STUDY: MUSIC STATION
PRODUCER: JAPAN TV ASAHI
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 23/32
Critique:
To a broadcaster, viewers are only numbers. Those numbers are then used to charge asponsor and adjust advertising revenue.
Television watchers only matter in respectto "how much the sponsor is willing to pay toreach any single viewer.
Thus, in the marketplace model,
programming has only one function: eachprogram must attract as many viewers aspossible.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 24/32
Assumptions:
The audiences are rational, well-informedindividuals who will act in their own self-interest.
How TRUE Is That?
Audience demographics are not clearlydefined.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 25/32
CASE STUDY: The Deer HunterPRODUCER: Universal Pictures
• The 1978 war film The Deer Hunter
gives us a disturbing and compellinglook at The Vietnam War.
• One of the most memorable scenes – A
wager onthe fate of American soldiers, who were
forced to
play Russian Roulette.
Critique:
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 26/32
Critique:
CASE STUDY: The Deer Hunter
PRODUCER: Universal Pictures
• Something in this movie spoke topeople – those honestly shivering onthe verge of suicide
• Inspired a number of people to commit
suicide inthe same fashion
• At least 35 cases of Russian roulette deaths
in US
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 27/32
Conclusion
• Evolution of Media AudienceThe Future of the Mass Audience (Neuman,
1991)
MoreDiversity
andParticipation
MassCommunicatio
ns Industry
SocialPsychology
of Media Use
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 28/32
Conclusion
• Deregulation – More Good or Bad?
Fewer Censorship Laws = Less Control
Regulations are both good and bad. Theylimit choice and restrict initiative but theyalso guide and protect people from taking
the wrong options.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 29/32
Conclusion
• Are there more important players to themedia compared to the audience?
The mass media have arisen partly as avehicle for mass commercial advertising,and the role of advertising has grown.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 30/32
Our Proposed Model
Advertiser
as King
Audience:
Led to
thinkthey getwhatthey
want
Media:
ProfitDriven
$$
$
Programs withhigh
ratings
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 31/32
• McQuail, D, (1997), Audience Analysis, SAGEPublications, London
Jacobson, L, (2008),Children & Consumer Culture in American Society , Praeger Publishers Connecticut
Kaufman, R 2004, Filling their minds with death: TV
violence and children, Last accessed 19 March 2009,< http://www.faithandfamilytv.com> Neo, CC (2009). StarHub ups the on-demand ante, Last
accessed 8 March 2009,http://www.todayonline.com/articles/271866.asp
T, J (2009). Watching at leisure, Last accessed 8 March2009,http://www.asianewsnet.net/news.php?id=3817&sec=9
• Hundt. R.E. (1995). Speech by FCC Chairman. Available:http://www.fcc.gov/Speeches/Hundt/spreh517.txt. Last
accessed 8 March 2009.
8/14/2019 T11. Marketplace model
http://slidepdf.com/reader/full/t11-marketplace-model 32/32
• Schultz, Block and Pilotta. (2005) Implementing a Media
Consumption Model. Available:
http://www.bigresearch.com/Esomar2005.pdf . Lastaccessed 15 March
2009.
• LaMay, C.L. (2007). Public Service Announcements,Broadcasters, and the Public Interest: Regulatory
Background and the Digital Future. Available:
http://www.northwestern.edu/ipr/publications/papers/wp0107.pdf.
Last accessed 8 March 2009.• Short interviews held with Mediacorp Personnel(Assistant
Producers Producers)