LO1: Task 1 (P1) Media products in the audio visual industry.
As part of this unit i will be exploring the audio visual industry and how it works/ affects audiences.Ownership:
Within the audio visual industry there are mainly two types of companies which can be classified accordingly. The first and most common type of company would be a conglomerate which operates with smaller companies called subsidiaries. Conglomerate companies often make use of cross media ownership and subsidiaries. Therefore, conglomerates are often seen to be larger more successful companies than that of independents as they can utilise there assets more efficiently in both the production and distribution of a product. One main example of a successful conglomerate in the audio visual industry would be 21st Century Fox. This conglomerate owns several subsidiaries such as Fox, The Sun, Sky and Hulu. The conglomerate structure allows for vertical and horizontal integration. Vertical integration is when the company is large enough to produce, distribute and have the ability to get the movie in cinemas and various other platforms. Whereas horizontal integration allows for the allows for the product to be distributed and promoted across the range of subsidiaries that 20th Century Fox owns.
The other main type of company within this industry would be an independent company. Independent companies often specialise in a single product such as film or TV, this is because they don't have the funding and assets compared to those available in the larger conglomerate structure. One example of a successful independent company would be 'Warp Films', this company is similar too a conglomerate in the sense that they produce the product. However, unlike the conglomerate, independents don't have the ability to distribute and market the product, despite this the rise of web 2.0 has allowed for distribution on online platforms. Although to distribute a product it is common practice for independent companies to partake in a joint venture to distribute and promote a product and is ultimately mutually beneficial for both companies. For example Warp films joined with Film 4 in order to promote and distribute there products to a larger audience than what would be available to the small independent company.
Adaptation:
Within the audio visual industry it is common practice for companies to use adaptation and create media products based of books or comics for example. The conglomerate 20th Century Fox has produced four box office films based of "one of the best-selling book series of all time", 'Diary of a wimpy kid'. The adaption is beneficial for both the company and the audience itself. Similar to the ideas of genre providing comfortable reassurance theorised by Patrick Phillips (1996) the idea of adaptation allows for the audience to gauge a sense of the content of the film and see as to whether it will fulfil the audiences expectations due to it following the predictable patterns first seen in the book series. In addition to this it is beneficial to the production company as the books can provide the basis to the narrative, story and themes of the film whilst also allowing for them to better target there specific target audience using the audiences of the book that has been previously sold.
Brands:
Within the industry brands use cross media platforms to advertise the brand and appeal to there specific type of target audience. One popular example of this would be the popular tv series, The Simpsons by 20th Century Fox. The success is echoed on the info page with 20th Century Fox quoting that the program is "the longest-running scripted show in television history"[1] The brand is know throughout the world and has a well established brand among a mass audience with large range of ages and professions etc. Most noticeably, it is seen that the program is targeted at a younger demographic due to the genre and content. The animated program is broadcasted to a large audience at earlier times slot as it features little to no mature content and therefore has no need to be broadcasted after the watershed, unlike similar programs such as Family Guy which has an older target audience due to the content. The brand is not only promoted and advertised via the program itself, but by various other methods which 20th Century fox have used to reinforce the brand and its reach to a mass audience. For example the Simpsons brand can be seen in a large range of products and merchandise ranging from clothing, to food, to books and DVD's all of which feature the same style of the animation and the traits which are synonymous with the brand. On the contrary another example of a well established brand would be the TV show 'Top Gear' produced by the BBC. This brand uses a variety of platforms to reach a large audience and advertise its product. In addition to this is could be seen that the brand is targeting a larger audience by using the on demand service 'BBC Iplayer' which would have a greater appeal to the digital natives which is often a younger demographic. The Top Gear brand could also be seen to target an older demographic by using other media types such as print. This is because the magazine or books would be seen to target an older due to the content layout and common use of elaborate coding which is better understood by an older generation opposed to that of kids.
Audience Pleasures:
Furthermore, it could be perceived that these brands appeal to specific audience demographics through the use of audience pleasures. As theorised by Rick Altman (1999) all genres and media products offer pleasures. These include three main areas; emotional pleasures, for example the product make evoke a sense of happiness, sadness or nostalgia. The second being visceral pleasures where by the media product induces gut responses such as excitement or fear and finally intellectual puzzles which makes the audience think or create enigmas. As a whole it can be seen that the brand 'Simpsons' uses the specific audience pleasures of emotion to create interest and appeal to the product. It could be interpreted that the cartoon style animation and comedic aspects of the program evoke a sense of happiness with the audience and as a whole draws attention to the piece and appeals to the target audience. It can be perceived that this show targets a wide and varied audience through the use of different characters and story lines. For example the main character of Homer; a balding early 40's fat man could be seen to appeal to an older demographic of a similar age range and lifestyle as the opinions expressed by this character would be relatable for such audiences. On the contrary, the product can also be seen to target a younger audience demographic from around the ages 18 and below as the teen character of Bart would have a greater appeal and reside better with this age range as again they can relate with this character and would likely have been a 'Bart' or known a 'Bart'. Furthermore, the peer to peer mode of address represented within the program would appeal to this age bracket and demographic. As a whole it is also seen that many similar programs and brands use intellectual puzzles and create enigmas with the intention to keep the audience engaged and subsequently be further influenced by the brand. The audience is likely to stay involved with the product as they feel compelled to watch the product in order to see the enigma resolution and resolve to the problems first set in the piece. In addition to this it could be seen to directly appeal to an older audience demographic as some of the puzzles or enigmas set in a media product may not be understood by younger child based audiences such as those who view The Simpsons, where as the puzzles set in crime dramas for example would appeal to an older more intellectual audience or that of a majority ABC1 audience profile. Additionally, the audience gains pleasure in several other ways, for example McQuail (1972) theorised that media products are consumed for four main uses and gratifications these include; surveillance, building relationships, building personal identity and escapism. Most commonly, media products are used as a form of escapism by audiences this can be seen in all the previous examples stated as they all provide a form of entertainment and distraction from reality. The products and brands could also be seen to be building personal relationships as the brand creates talking points within an audience, this is as a result of several reasons such as relatable storylines, interesting points portrayed or common similarities within the specific target audiences all of which would create talking points and interest as a whole, the talking points and discussion of said product would also be beneficial to the larger conglomerate as it is seen to be basic form of advertising for the brand/ product . Therefore, it is key for the producers and conglomerates to create a product inline with the uses and gratifications of the intended audience and the pleasures it gives them.
[1] www.fox.co.uk/the-simpsons-season-17
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