The Television Industry

• The UK television landscape is dominated by a handful of major broadcasters:

  • British Broadcasting Corporation (BBC)

  • Independent Television (ITV)

  • Channel 4

  • Channel 5

  • Sky

  • S4C (Welsh language channel)

• These broadcasters offer a mix of mainstream and niche channels to cater to diverse audiences.

  • Mainstream channels appeal to a broad demographic.

  • Niche channels target specific audience segments based on interests or demographics.

    • Examples include:

      • BBC4: Arts, culture, and documentaries

      • ITVBe: Celebrity lifestyle and reality TV

      • More4: Alternative programming and documentaries

      • 5 USA: American drama and film

• In addition to free-to-air channels, subscription-based television providers like Sky and Virgin Media offer a wide range of channels, including premium content and exclusive programming.

• The television industry has seen a shift towards genre-specific channels, providing viewers with more targeted content choices.

• The increasing availability of streaming services like Netflix, Amazon Prime, and Disney+ has further diversified the television landscape, offering viewers more flexibility in how they consume content.

The UK Television Industry

• Pioneering Broadcasting: The BBC initiated the first UK television transmission in 1932.

  • It operates as a public service broadcaster, funded by a licence fee paid by viewers.

  • Its mission is to inform, educate, and entertain the public.

• Commercial Broadcasting: ITV emerged as the second major broadcaster in 1955.

  • ITV is a commercially funded channel, generating revenue through advertising.

  • Advertising slots are sold at varying prices based on time of day and audience size.

  • Peak viewing times (typically 6pm-10:30pm) command the highest advertising rates.

• Channel 4: A hybrid model combining public service and commercial aspects.

  • Generates revenue through advertising.

  • Maintains a public service remit.

  • Faced potential privatization in 2022.

• Freeview and Channel Proliferation: The UK now boasts over 80 Freeview channels.

  • A mix of public service and commercial broadcasters provide content.

  • Offers viewers a wider range of programming choices.

• Industry Evolution: The television landscape has evolved significantly since its inception.

  • Transition from a few dominant channels to a diverse ecosystem.

  • Increasing competition from streaming services.

  • Ongoing debates about funding models and public service broadcasting.

The Evolution of Television

Technological Convergence and Digital Platforms

• Shifting Viewing Habits: Technological advancements have transformed television consumption.

• Multi-screen Experience: Viewers can now watch TV content across various devices, including computers, tablets, and smartphones.

• On-Demand Services: Streaming platforms like BBC iPlayer, ITV Player, All 4, Demand 5, and Sky Go offer flexibility in viewing schedules.

• Hybrid Model: Channels like BBC Three have experimented with online-only formats before returning to linear television.

Channel Branding and Identity

• Target Audience Focus: Television channels develop distinct brand identities to appeal to specific demographics.

• Content Alignment: Channel programming aligns with the target audience's interests and expectations.

• Example: BBC Three

  • Targets a younger audience with innovative and youth-oriented content.

  • Programs like Bad Education resonate with the channel's target demographic.

• Example: BBC Four

  • Caters to a more mature audience with a focus on arts, culture, and documentaries.

  • Content like Storyville and What Do Artists Do All Day? aligns with the channel's identity.

• Building Audience Loyalty: Consistent branding fosters audience trust and loyalty.

• Channel Idents: Short visual sequences reinforce channel identity and create brand recognition.

The Impact of Digital Media

• Increased Competition: The rise of streaming services has intensified competition for viewers.

• Audience Fragmentation: Viewers have more choices, leading to smaller audience segments.

• Data-Driven Programming: Channels rely on audience data to inform content decisions.

• Interactive Experiences: Technology enables new forms of audience engagement, such as social media integration and interactive content.

Television Content

• Production: Television programs are created either by the broadcasting company itself or by external production companies hired for the project.

• Genre Diversity: Programs are categorized into various genres, each with its own sub-genres.

• Key Genres and Sub-genres:

  • Entertainment: Quiz shows, game shows, talk shows

  • Drama: Soap operas, crime dramas, period dramas

  • Comedy: Sitcoms, sketch shows, satire, stand-up comedy

  • Children's: Animation, educational programs, quiz shows, dramas

  • Factual: Consumer affairs, documentaries, reality TV

  • Sport: Live events, highlights, sports-based quiz shows

  • News: Evening bulletins, business news, weather reports

• Genre Hybrids: Many programs blend elements from different genres, creating unique formats.

• Audience Targeting: Program genres are carefully selected to appeal to specific target audiences.

• Evolution of Genres: Television genres are constantly evolving, with new sub-genres emerging and existing ones adapting to changing audience tastes.

Television Scheduling

• Audience Maximization: Broadcasters aim to attract large audiences to increase viewership and advertising revenue.

• Research-Driven Scheduling: Scheduling decisions are based on audience ratings and demographic data to optimize viewership.

• Scheduling Techniques:

  • Offensive Scheduling: Programming a show to directly compete with a rival channel's popular program.

  • Defensive Scheduling: Scheduling a less popular program to avoid direct competition with a strong rival.

  • Pre-echoing: Placing a new or less popular show before a popular one to attract potential viewers.

  • Inheritance: Scheduling a new or less popular show after a popular one to retain viewers.

  • Hammocking: Placing a new show between two popular programs to benefit from their audiences.

  • Stripping: Scheduling the same program at the same time each day to build a loyal audience.

  • Zoning: Grouping similar programs together to create a specific channel atmosphere.

• Audience Flow: Effective scheduling aims to maintain viewer interest and prevent channel switching.

• Balancing Content: Broadcasters must consider a variety of factors, including genre, target audience, and advertising revenue when creating schedules.

• Adaptability: Scheduling is a dynamic process that requires constant monitoring and adjustment based on audience feedback and ratings.

Television Marketing

• Marketing Strategies: Television channels employ various tactics to promote their content and attract viewers.

  • Trailers: Short promotional clips showcasing programs or the channel's overall brand.

  • Official Websites: Detailed information about programs and the channel.

  • Social Media: Utilizing platforms like YouTube, Twitter, and Facebook to engage with audiences.

  • Cross-Platform Promotion: Advertising across different media channels to increase reach.

  • Channel Idents: Short visual sequences representing the channel's brand.

  • Merchandise: Selling products related to popular shows.

Case Study: Sherlock

• Viral Marketing: The BBC employed a creative marketing campaign for the second series of Sherlock.

  • Social Media Engagement: Utilized a cliffhanger ending and a targeted social media campaign to generate buzz.

  • Hashtag Trend: The #sherlocklives hashtag became a worldwide trend.

• Global Impact: The campaign demonstrated the power of social media in driving audience engagement.

Global Television Formats

• Format Sales: Successful television programs can be sold to other countries for adaptation.

• Case Study: Strictly Come Dancing

  • The BBC Worldwide division successfully sold the format to numerous countries.

  • The show's global popularity highlights the format's marketability.

• Economic Impact: Format sales generate significant revenue for broadcasters and production companies.

Key Marketing Concepts

• Brand Identity: Creating a strong and recognizable channel image.

• Target Audience: Understanding and reaching the desired demographic.

• Cross-Promotion: Leveraging multiple platforms to maximize exposure.

• Audience Engagement: Building relationships with viewers through interactive platforms.

• Global Reach: Expanding program distribution to international markets.

Television Programmes as Media Texts

• Media Texts: Television programs are complex communications that employ various codes to convey meaning to audiences.

• Codes: The building blocks of a media text.

  • Verbal Codes: Spoken or written language used to communicate information.

  • Technical Codes: The technical processes involved in creating the program, including camera work, editing, and sound design.

  • Symbolic Codes: Visual elements such as setting, costume, lighting, and body language that carry cultural meanings.

• Mise-en-Scène: The overall visual composition of a scene, including all elements within it.

Television Regulation

• Ofcom: The UK's broadcasting regulator responsible for ensuring industry standards.

• Regulatory Functions:

  • Handling viewer complaints.

  • Protecting audiences from harmful or offensive content.

  • Safeguarding program participants.

  • Promoting diversity and competition within the broadcasting industry.

• The Watershed: A time restriction (9pm) to protect children from unsuitable content.

• Industry Penalties: Broadcasters face financial penalties for breaching regulations.

  • Example: ITV fined for unfair phone voting practices.

  • Example: MTV fined for offensive language before the watershed.

• Audience Protection: Regulations aim to create a safe and responsible broadcasting environment.

• Industry Standards: Broadcasters must adhere to strict guidelines to maintain their licenses.

• Evolving Landscape: The regulatory framework adapts to changes in technology and audience expectations.

The Film Industry

• Global Economic Powerhouse: The film industry is a significant global industry generating substantial revenue.

• Film Categorization: Films can be classified based on various criteria:

  • Genre: The film's content category (e.g., comedy, thriller, horror, action, fantasy).

  • Actors: The film's starring performers, often associated with specific genres or roles.

  • Production Companies: The companies responsible for producing the film, ranging from major studios to independent production houses.

  • Production Values: The scale of resources invested in the film, from big-budget blockbusters to low-budget independent productions.

  • Certification: Ratings indicating the film's suitability for different age groups.

• Production Contexts:

  • Studio Films: High-budget productions from major studios featuring A-list actors and extensive resources. Examples include The Hunger Games, Batman v Superman: Dawn of Justice, and Spectre.

  • Independent Films: Lower-budget productions often with a focus on artistic expression and niche audiences. Examples include Juno, Birdman, and Brooklyn.

• Industry Dynamics: The film industry is characterized by a complex interplay between artistic vision, commercial interests, and technological advancements.

• Audience Impact: Films have a significant cultural and social influence, shaping tastes, trends, and values.

Studio Films

• Hollywood Blockbuster Model: This is the typical structure for large-scale, commercially driven films.

• Formulaic Approach: Studio films often adhere to a predictable pattern:

  • Stereotypical Characters: Easily recognizable and often archetypal characters (e.g., the action hero, the damsel in distress).

  • Simple Narratives: Clear and easily understandable storylines with universal themes.

  • High Production Values: Lavish budgets for visual effects, costumes, and locations.

  • Celebrity Casting: High-profile actors to attract audiences.

  • Larger-than-Life Elements: Dramatic and visually striking content, often involving escapist fantasies or extraordinary events.

• Marketing and Distribution:

  • Merchandising: Creating products related to the film to generate additional revenue.

  • Cross-Promotion: Collaborating with other industries (e.g., music, food) to increase exposure.

  • Vertical Integration: Owning multiple stages of the film production process, from creation to distribution.

  • Horizontal Integration: Partnering with other companies for specific tasks within the film industry.

• Target Audience: Generally aiming for a wide demographic, focusing on entertainment and escapism.

• Economic Impact: Studio films generate substantial revenue through box office sales, merchandise, and ancillary markets.

• Cultural Influence: These films often shape popular culture and trends.

Independent Films

• Distinct from Studio Films: Independent films are produced outside of major studios, offering a wider range of styles and genres.

• Artistic Expression: These films often explore complex themes and characters, aiming to provoke thought and emotion.

• Financing Challenges: Independent filmmakers rely on diverse funding sources:

  • Collaborations: Pooling resources and expertise with other filmmakers.

  • Private Investment: Seeking financial support from individual investors.

  • Government Funding: Obtaining grants from arts agencies like the British Film Council.

  • Crowdfunding: Raising funds through online platforms.

• Distribution Challenges: Independent films face hurdles in reaching audiences:

  • Film Festivals: Gaining exposure through film festivals to attract distributors.

  • Limited Theatrical Release: Often having fewer screenings compared to studio films.

  • Digital Platforms: Increasingly relying on streaming services for distribution.

• Overcoming Production Constraints: Advancements in technology have leveled the playing field between independent and studio films.

  • Higher Production Values: Independent films can now achieve a cinematic look with lower budgets.

  • Mainstream Success: Examples like Juno demonstrate the potential for independent films to reach a wide audience.

• Audience Appeal: Independent films often cater to niche audiences seeking diverse and thought-provoking content.

• Cultural Impact: These films contribute to the cinematic landscape by offering alternative perspectives and storytelling styles.

Film Marketing

Studio Film Marketing

• High-Profile Campaigns: Studio films often employ extensive marketing campaigns to generate buzz and anticipation.

• Cross-Platform Strategy: Utilizing multiple platforms to reach a wide audience:

  • Official Websites: Dedicated online platforms for film information.

  • Viral Marketing: Creating online buzz through teasers, trailers, and social media campaigns.

  • Traditional Media: Print advertisements, billboards, and television appearances by cast members.

  • Merchandising: Selling film-related products to extend the brand.

• Word-of-Mouth: Encouraging audience discussion and recommendations through social media and other channels.

• Industry Power: Studio films benefit from the resources and influence of major media conglomerates.

Independent Film Marketing

• Limited Resources: Independent films often have smaller marketing budgets compared to studio films.

• Reliance on Critics: Positive reviews from film critics can significantly impact audience interest.

• Film Festival Strategy: Participating in film festivals to gain exposure and industry recognition.

• Digital Platforms: Leveraging online channels for promotion, including social media and crowdfunding.

• Grassroots Efforts: Building audience support through word-of-mouth and community engagement.

• Challenges: Independent films often face difficulties in competing for audience attention with studio blockbusters.

Key Marketing Concepts

• Target Audience: Identifying and reaching the desired demographic for the film.

• Brand Building: Creating a strong and memorable image for the film.

• Social Media: Utilizing platforms to engage with audiences and generate buzz.

• Public Relations: Managing media coverage and building relationships with journalists.

• Distribution: Ensuring the film reaches its target audience through various channels.

• Marketing Budget: Allocating resources effectively to maximize the film's impact.

Film Regulation in the UK

• BBFC's Role: The British Board of Film Classification (BBFC) is responsible for rating films for cinema and home release.

• Classification System: The BBFC uses a classification system based on age-appropriate content:

  • U: Suitable for all ages

  • PG: Parental guidance recommended

  • 12A: Suitable for 12 years and over (accompanied by an adult)

  • 12: Suitable for 12 years and over (video release)

  • 15: Suitable for 15 years and over

  • 18: Suitable only for adults

• Guidelines Development: The BBFC regularly updates classification guidelines based on public opinion research.

• Industry Impact: Film classifications influence audience expectations and a film's commercial success.

• Controversies: Some films generate debate about their appropriate rating (e.g., The Dark Knight).

• Reclassification: Filmmakers can resubmit their films for reconsideration if they disagree with the initial rating.

• Consumer Protection: The BBFC safeguards audiences, particularly children, from unsuitable content.

• Industry Standards: The classification system provides a framework for responsible film production and distribution.