MARNI UNIT 1

Mainstream vs Niche Mainstream an audience that consumes a product that appeals to a wide range of groups and cultures e.g. Sky Sports, Capital, Disney 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) e.g. Fishing channels, Horror stations, Gardening magazines More niche media products now than there was 20 years ago as theres more people producing products, people want to be original, easy accessibility to obtain.  Narrowcasting Aiming programmes at specific and specialist audiences as opposed to broadcasting to 'mass' audiences. e.g. loose women Chris Anderson: The Long Tail Theory  Devised by Chris Anderson of Wired magazine  First published 2004, then as a book in 2009 Concerns mass vs niche products and audiences   the head  represents one shop that has 50 consumers, the long tail ...

Advertising and Marketing  Advertising:   payments from brand in return for the placement of promotional material on pages or during production- could be in the form of commercial breaks, or via product placemen t. e.g. Instant  endorsement when celebrities include wearing branded products in any media production  Could be considered in two main ways: Traditional advertising  - pre-digital era forms of advertising e.g. newsprint, adverts on tv trailers, billboard, leaflet, posters Digital advertising  - ad-space, interactive billboards, QR codes, sponsors  e.g. display ads, social media ads, search engine marketing, native advertising, re-marketing/retargeting, video ads, email marketing.  Above the line advertising where mass media is used to promote brands. These include conventional media such as television and radio advertising, print an...

UNIT ONE Public service: BBC - funded by tv licenses, publications (radio times) Commercial Institutions: ITV, CHANNEL 4, SKY SPORTS Television license fee: covers the whole house pay for black and white tv, pay extra for colour tv £147/yr differences between ITV and BBC: Itv have commercial breaks BBC made own content BBC restrictions: all content must be informative, educational, educational  Time shifting  same content, shifted time-wise such as ITV+1 BBC prohibited to advertise on TV shows or radio  labels are taken of, not allowed to advertise any products on their television shows  Public Service Broadcasting (PSB) - means that programmes are made for the public, there're no advertisements - generally transmit programming that aims to improve society by informing viewers - public service broadcasters also strive to entertain their viewers -  AIMS: reflect diversity of UK, inform us, distinctive ...