Scenario - You are researching the viability of making a feature film from the successful BBC 3 TV/Online show; 'People Just Do Nothing'. You are compiling research evidence that you will pitch to BBC executive at BBC films. Your pitch needs to convince the corporation to finance the feature film release.
Task One:
Comprehensively explain the main purposes of conducting research in the television, music and film industries.
Comprehensively explain each of the following areas of research:
- Quantitative Research
- Qualitative Research
- Audience Research
- Production Research
- Secondary Research
- Primary Research
- Data gathering agencies
The Main Purpose of Research in the Television & Film Industry:
Research is primarily conducted ahead of any production or media content on a professional level to ensure success, this information not only provides information for pitching of new programmes or films but can also be relevant to existing programmes/film series so the producers can alter the variables in their favour for success. Films and TV often require a large money investment for the best possible outcome and this research helps favour the show/films possibility of creation therefore (in terms of a programme) leads to a 'PILOT' episode which then using all types of research help determine the possibilities of the content and whether or not to continue broadcasting with more content. In terms of Film they can use the following methods to follow the demands and expectations of what the intended audience are looking for and all the factors to consider in the same process. TV and films are produced for three main reasons: Movie making and TV is a very profitable business, it is also a form of art that professionals use to make a creative difference in the world and also for education purposes in an informative and moral form, so all of this research helps determine the best outcome for success in the most efficient way.This specifically is relevant to our scenario to ensure success of feature film of the popular TV show 'People just do Nothing'. All of the following methods can be considered and possibly used to alter the variables of the feature film being made therefore helping providing the best possible outcome of the project. This gives us an insight on how to achieve relevant research when conducting future projects and in this case help majorly by showing positive evidence within our pitch convincing the BBC to invest in the creation of the feature film.
Summary:
The show 'People Just Do Nothing' is a mockumentary about a group of failed MCs from West London and their passion for pirate radio. This mockumentary goes behind the microphone of Kurupt FM - the second most popular pirate radio station in West London, receiving up to eight texts per show and playing the finest in UK garage and drum 'n' bass. Co-founded by the MC Sniper and DJ Beats in 2002, the station has now built up a following of over a hundred people and has attracted the attention of the BBC who are making a documentary about the lives of those behind Kurupt FM.
Quantitative Research:
Quantitative research is used to (in numerical data) quantify behaviour, opinions, attitudes and other variables and transform them into usable statistics. It generalizes results from a larger sample population. It uses the measurable data to formulate and uncover facts and patterns in research. Quantitative data collection methods are much more structured than Qualitative data collection methods. (1)
Programme Ratings:
Programme Ratings:
Programme ratings are used as quantitative data to show the success of a programme with statistics, revealing how much the programme was viewed by the intended audience, this allows the producers to re-evaluate the factors and alter them based on their success ( show times, content, audience etc.). This also allows other companies/producers to use the successful statistical factors into their advantage and base their programme off of this and also look for gaps, patterns and demands in the media market. A prime example of this is when each new television series begins it originally is aired with a 'PILOT' episode and they use the ratings and statistics of its success to determine whether the programme should continue or they should change variables to help increase success or limit risk.
BARB Figures:
BARB Figures:
Broadcasters' Audience Research Board have been delivering the official viewing figures for UK television audiences, they commission research companies to collect data that represent the viewing behaviour of the UK’s 26 million TV households.
They offer a minute-by-minute breakdown of viewers to broadcasters and advertisers, this information can be vital for seeing how channels, advertising campaigns and programmes have performed and provides the basis for airtime advertising trading. This gives the broadcasters and advertisers relevant information on factors they have to consider for the best possible success for their advertisement/programme.
This is cleverly done with a meter installed into each Barb household (installed not only on TV but laptops, tablets, desktops, consoles and newly available media products). This panel consists of 5100 specially chosen households which each represent about 5000 other households across the UK. They recruit members based on necessary demographics, TV platforms and geography as well as other variable to ensure these are viable to be representative of the whole of the UK. Each house member will be given their own special remote so it can monitor specifically to their age group and interests. (2)
Web-Site Hits:
Web-sites now such as YouTube give access and ability for everybody to share, view and review media content created by users usually home-made videos however this platform is also used by companies for promotional purposes, educational purposes, informative purposes, entertainment etc.
Millions on subscriptions happen each day, compared to last year the amount of people subscribing daily is up by 3 times. YouTube has videos that are in different languages (61 to be precise) and is localised in 61 countries. Every minute there are 100 hours of video uploaded to YouTube. According to Nielsen, YouTube reaches more adults in the US in the age group of 18-34 than any other cable network. In each month on YouTube, over 6 billion hours of video are watched, this is the equivalent of almost an hour being watched by every person on the earth. Over 1 billion unique users access YouTube every day. (3)
Qualitative Research:
Qualitative Research is a form of primary research used to gain an understanding of underlying opinions, reasons and motivations providing a direct insight into the problem and helps develop ideas and alter variables within the producers favour. This also uncovers trends and demands in thoughts and opinions. Gathering the data consists of unstructured methods such as: focus groups, individual interviews, participation and observations however the sample size is typically small due to a longer time process. (1)
Reviews:
A review is a formal assessment of something with the intention of instituting change if necessary. in this case it is a critical appraisal of a book, play, film, etc. published in a newspaper or magazine. This can be used to get a personal insight from a range of different viewers/users giving the producers information able to use to adapt their content/product or furthermore start further research into the problem to see if it affects others and solve this. Reviews can be put on a number of different sources and platforms in new and traditional forms.
Web-sites:
Web-sites are a primary source for reviews and qualitative research. They provide the ability to gather data from a number of different platforms including :forums (acting almost like focus groups however anybody has the ability of an input), online surveys (allowing the questions to be specific to the topic providing primary research however not in a physical manor therefore saving time), Comment sections ( allowing the audience to express their opinion ), reviewing websites, Social media ( gives multiple uses for qualitative research: sharing with one another, discussions between two or more people allowing a further insight to their opinions, peoples physical reactions in forms of 'likes', media content feedback etc.).
Advertising Campaigns:
An Advertising Campaign is an organised course of action to promote a product or service. Advertising will firstly go through tests to determine the most appropriate concept for the advert and to ensure it is effective. This stage allows the producers to see how the idea is perceived helping choose the most preferable outcome showing the most adequate option for the company/product/brand/service.
Focus Groups:
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging etc. The main purpose of focus group research is to draw upon respondents’ attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods, for example observation, one-to-one interviewing, or questionnaire surveys. These attitudes, feelings and beliefs may be partially independent of a group or its social setting, but are more likely to be revealed via the social gathering and the interaction which being in a focus group entails. Compared to individual interviews, which aim to obtain individual attitudes, beliefs and feelings, focus groups elicit a multiplicity of views and emotional processes within a group context. The individual interview is easier for the researcher to control than a focus group in which participants may take the initiative. Compared to observation, a focus group enables the researcher to gain a larger amount of information in a shorter period of time. (5)
Audience Research:
Audience Research is any communication research that is conducted on a specific audience to gather information on their knowledge, attitudes, interests, preferences or behaviour. Audience segments may be based on a range of grouping strategies and variables/factors such as Age, Ethnicity, Income and education. This research gives the producer a more knowledgeable insight on their target audience this heavily helps ensure the success of the final product as it would be pointless creating something that is not going to appeal to the intended audience/right people. It would be a waste of money and time if the product is not created in the way it is expected to be as it will not appeal to an audience. Being familiar with your target audience also allows you to use this data in your favour when marketing and advertising the product in several different ways. (6)
Reviews:
A review is a formal assessment of something with the intention of instituting change if necessary. in this case it is a critical appraisal of a book, play, film, etc. published in a newspaper or magazine. This can be used to get a personal insight from a range of different viewers/users giving the producers information able to use to adapt their content/product or furthermore start further research into the problem to see if it affects others and solve this. Reviews can be put on a number of different sources and platforms in new and traditional forms.
Web-sites:
Web-sites are a primary source for reviews and qualitative research. They provide the ability to gather data from a number of different platforms including :forums (acting almost like focus groups however anybody has the ability of an input), online surveys (allowing the questions to be specific to the topic providing primary research however not in a physical manor therefore saving time), Comment sections ( allowing the audience to express their opinion ), reviewing websites, Social media ( gives multiple uses for qualitative research: sharing with one another, discussions between two or more people allowing a further insight to their opinions, peoples physical reactions in forms of 'likes', media content feedback etc.).
Advertising Campaigns:
An Advertising Campaign is an organised course of action to promote a product or service. Advertising will firstly go through tests to determine the most appropriate concept for the advert and to ensure it is effective. This stage allows the producers to see how the idea is perceived helping choose the most preferable outcome showing the most adequate option for the company/product/brand/service.
Depending on particular research target both qualitative and quantitative research methods are used. Qualitative methods are used most frequently - it is advisable to make this research before the definite story of the ad is worked out or the report of the ad is made. The ads campaign effectiveness is determined measuring whether the ad is perceivable and recognizable, what the return of the chosen ad channel is and determining the attitude of the target group towards the ad, investigating whether the message of the ad has reached the target group etc. (4)
Focus Groups:
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging etc. The main purpose of focus group research is to draw upon respondents’ attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods, for example observation, one-to-one interviewing, or questionnaire surveys. These attitudes, feelings and beliefs may be partially independent of a group or its social setting, but are more likely to be revealed via the social gathering and the interaction which being in a focus group entails. Compared to individual interviews, which aim to obtain individual attitudes, beliefs and feelings, focus groups elicit a multiplicity of views and emotional processes within a group context. The individual interview is easier for the researcher to control than a focus group in which participants may take the initiative. Compared to observation, a focus group enables the researcher to gain a larger amount of information in a shorter period of time. (5)
Audience Research:
Audience Research is any communication research that is conducted on a specific audience to gather information on their knowledge, attitudes, interests, preferences or behaviour. Audience segments may be based on a range of grouping strategies and variables/factors such as Age, Ethnicity, Income and education. This research gives the producer a more knowledgeable insight on their target audience this heavily helps ensure the success of the final product as it would be pointless creating something that is not going to appeal to the intended audience/right people. It would be a waste of money and time if the product is not created in the way it is expected to be as it will not appeal to an audience. Being familiar with your target audience also allows you to use this data in your favour when marketing and advertising the product in several different ways. (6)
Audience Data:
Audience data is the number of people who watch a TV programme or listen to a radio programme. A form of Quantitative research this gives us statistics and data of who watches each programme and when.
Audience data is the number of people who watch a TV programme or listen to a radio programme. A form of Quantitative research this gives us statistics and data of who watches each programme and when.
Audience Profiling:
Audience profiling is a stage all media institutions should perform when creating a new product to launch onto the market such as a magazine, album, website, film, programme etc. When defining the target audience there are several factors to consider such as: Gender, Age, Sexuality, Race, Occupation, Income, Lifestyle, culture, media interests, buying habits and brand loyalty etc. This stage although time-consuming will serve as a foundation for your entire marketing strategy.
This doesn't limit your audience in simply gives you an insight on where to spend your time and money for the best return on your investment. This allows you the opportunity to make more targeted marketing choices and cast your net in the most profitable pond. This not only gives you an insight on your target audience but can also help craft a goal or vision for your business, product or brand. (7)
Demographics:
A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do . It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
Audience profiling is a stage all media institutions should perform when creating a new product to launch onto the market such as a magazine, album, website, film, programme etc. When defining the target audience there are several factors to consider such as: Gender, Age, Sexuality, Race, Occupation, Income, Lifestyle, culture, media interests, buying habits and brand loyalty etc. This stage although time-consuming will serve as a foundation for your entire marketing strategy.
This doesn't limit your audience in simply gives you an insight on where to spend your time and money for the best return on your investment. This allows you the opportunity to make more targeted marketing choices and cast your net in the most profitable pond. This not only gives you an insight on your target audience but can also help craft a goal or vision for your business, product or brand. (7)
Demographics:
A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do . It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
Geo-Demographics:
This is the study of the population and its characteristics which is divided according to regions on and geographical basis. This can be very important in the field of marketing in terms of segmentation and this can be determined with the preference of each group and furthermore the preference areas once identified can be targeted for marketing and sales.
This involves the application of clustering techniques to group statistically similar areas with the main source of data being census ( an official count or survey, especially of a population) however their are other sources like country court judgement's, property valuation and household council tax bands data. (8)
This is the study of the population and its characteristics which is divided according to regions on and geographical basis. This can be very important in the field of marketing in terms of segmentation and this can be determined with the preference of each group and furthermore the preference areas once identified can be targeted for marketing and sales.
This involves the application of clustering techniques to group statistically similar areas with the main source of data being census ( an official count or survey, especially of a population) however their are other sources like country court judgement's, property valuation and household council tax bands data. (8)
Consumer Behavior:
Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met. (9)
Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met. (9)
Consumer Attitudes:
Consumer attitudes is a composite of three elements: cognitive information, affective information, and information concerning a consumer's past behavior and future intentions. In other words, attitude consists of thoughts or beliefs, feelings, and behaviors or intentions towards a particular thing, which in this case is usually a good or service. For example, you may have a very positive view of a particular sports car (for example, you believe it performs better than most), it makes you feel good, and you intend to buy it. (10)
Consumer attitudes is a composite of three elements: cognitive information, affective information, and information concerning a consumer's past behavior and future intentions. In other words, attitude consists of thoughts or beliefs, feelings, and behaviors or intentions towards a particular thing, which in this case is usually a good or service. For example, you may have a very positive view of a particular sports car (for example, you believe it performs better than most), it makes you feel good, and you intend to buy it. (10)
Audience Awareness:
Knowing your audience, whether readers or listeners, will help you determine what information to include in a document or presentation, as well as how to convey it most effectively. You should consider your audience when choosing your tone, content, and language or else your message may seem unfocused or inappropriate.
Market Research:
Product Market:
The marketplace in which a final good or service is bought and sold. A product market does not include trading in raw or other intermediate materials, and instead focuses on finished goods purchased by consumers, businesses, the public sector and foreign buyers.
The marketplace in which a final good or service is bought and sold. A product market does not include trading in raw or other intermediate materials, and instead focuses on finished goods purchased by consumers, businesses, the public sector and foreign buyers.
Competition:
This is to find information on fellow companies/service providers in the relative marketplace to your media product. Competition is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion.
Competitor Analysis:
Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service . This can be sourced by asking questions such as:
Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service . This can be sourced by asking questions such as:
- Who are your competitors?
- What products or services do they sell?
- What is each competitor's market share?
- What are their past strategies?
- What are their current strategies?
- What type of media are used to market their products or services?
- How many hours per week do they purchase to advertise through the media used in this market?
- What are each competitor's strengths and weaknesses?
- What potential threats do your competitors pose?
- What potential opportunities do they make available for you?
and research their potential answers which will vary depending on the media product. (11)
Advertising Placement:
Is the specifically chosen, based on research, where the producers decide where the best place to promote their media product is. This is normally based on their target audience and what media platform they will commonly use therefore increasing awareness, boosting sales and increasing interaction and views of the media product.
Is the specifically chosen, based on research, where the producers decide where the best place to promote their media product is. This is normally based on their target audience and what media platform they will commonly use therefore increasing awareness, boosting sales and increasing interaction and views of the media product.
Advertising Effects:
Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services too influence the actions of viewers. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver. (12)
Production Research:
Content:
Content is the information and experience's directed towards an end-user or audience Content is "something that is to be expressed through some medium, as speech, writing or any of various arts". Content can be delivered via many different media including the Internet, television, audio CDs, books, magazines, and live events, such as conferences and stage performances.
This is specifically chosen, normally based of a script and followed up research, content is what the media product holds. Such as the narrative which is unveiled and supported by the content. The only time content in a media product is not planned is due to the producer/director specifically requesting ad-lib from the actors.
Content is the information and experience's directed towards an end-user or audience Content is "something that is to be expressed through some medium, as speech, writing or any of various arts". Content can be delivered via many different media including the Internet, television, audio CDs, books, magazines, and live events, such as conferences and stage performances.
This is specifically chosen, normally based of a script and followed up research, content is what the media product holds. Such as the narrative which is unveiled and supported by the content. The only time content in a media product is not planned is due to the producer/director specifically requesting ad-lib from the actors.
Viability:
This is to ensure your concept for your media product is viable and is capable of working successfully ensuring it is feasible. This is one of the final conclusions which contains several different factors and areas of research before considering this stage. This not only covers the concepts but a lot of the final product materials, such as equipment, actors, storyline etc.
This is to ensure your concept for your media product is viable and is capable of working successfully ensuring it is feasible. This is one of the final conclusions which contains several different factors and areas of research before considering this stage. This not only covers the concepts but a lot of the final product materials, such as equipment, actors, storyline etc.
Placement Media:
Media placement refers to buying and placing advertisements in various media. This process is a common function of the media buying and planning industry and includes research and planning to target media that caters to a target audience. (13)
Media placement refers to buying and placing advertisements in various media. This process is a common function of the media buying and planning industry and includes research and planning to target media that caters to a target audience. (13)
Finance:
Finance can be looked at in two ways: provide funding for (a person or enterprise) and the management of large amounts of money. Once again this stage must be considered after several different research areas have taken place. This is a heavily important factor for a source of income to produce the media product which can be supplied by an investor but you must have research and evidence of success and potential successful outcome concepts in order for this to happen.
Finance can be looked at in two ways: provide funding for (a person or enterprise) and the management of large amounts of money. Once again this stage must be considered after several different research areas have taken place. This is a heavily important factor for a source of income to produce the media product which can be supplied by an investor but you must have research and evidence of success and potential successful outcome concepts in order for this to happen.
Costs:
Costs come into heavy consideration when thinking about finances. There are a range of different elements and materials which will have to be priced such as: set, actors, equipment, crew, costumes, effects, sound production etc. This will also depend on the duration of the media product and how much time it will take to produce the final outcome.
Costs come into heavy consideration when thinking about finances. There are a range of different elements and materials which will have to be priced such as: set, actors, equipment, crew, costumes, effects, sound production etc. This will also depend on the duration of the media product and how much time it will take to produce the final outcome.
Technological Resources:
Technological resources are systems and tools required to effectively produce or create a product or service. These include energy, information, people, tools, machines, capital and time. Technological resources aid production processes and service delivery in companies and organisations. (14)
Technological resources are systems and tools required to effectively produce or create a product or service. These include energy, information, people, tools, machines, capital and time. Technological resources aid production processes and service delivery in companies and organisations. (14)
Personnel:
A group of people within a company set to a specific role/factor which will contribute to the final product.
A group of people within a company set to a specific role/factor which will contribute to the final product.
Locations:
Exploring locations is very important to consider for a variety of reasons. The Imagery of the location must be suitable to the films narrative and content which can be used to express an idea, effect onto the audience which the director intends. The safety of the environment must be viable to restrain any posing threats that could be caused when filming. To ensure the intended outcome is achievable in the given space, considering equipment, crew, actors and their safety. Exploring a number of locations that could be suitable can also help towards your pitch and content planning.
Exploring locations is very important to consider for a variety of reasons. The Imagery of the location must be suitable to the films narrative and content which can be used to express an idea, effect onto the audience which the director intends. The safety of the environment must be viable to restrain any posing threats that could be caused when filming. To ensure the intended outcome is achievable in the given space, considering equipment, crew, actors and their safety. Exploring a number of locations that could be suitable can also help towards your pitch and content planning.
Copyright:
Copyright gives secure access, par permission, of somebody else using your media product it is
the exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material.
Copyright gives secure access, par permission, of somebody else using your media product it is
the exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material.
Regulations:
Regulations are a rule or directive made and maintained by an authority which have to be considered to derive any obstacles when creating the media product.
References/Sources:
Some of the displayed information is based of my already known knowledge.
http://www.snapsurveys.com/blog/what-is-the-difference-between-qualitative-research-and-quantitative-research/ (1)
http://www.barb.co.uk/about-us/how-we-do-what-we-do/ (2)
http://www.barb.co.uk/about-us/how-we-do-what-we-do/ (2)
http://leighannesmithmedia.blogspot.co.uk/2014/10/quantitative-research-hits-on-website.html (3)
http://www.tns.lv/?lang=en&category=showproduct&id=rekl (4)
http://sru.soc.surrey.ac.uk/SRU19.html (5)
http://www.slideshare.net/AnnieRose95/audience-research-22808080 (6)
http://www.scribblelive.com/blog/2015/11/17/what-is-audience-profiling-and-why-does-it-matter/ (7)
http://www.tns.lv/?lang=en&category=showproduct&id=rekl (4)
http://sru.soc.surrey.ac.uk/SRU19.html (5)
http://www.slideshare.net/AnnieRose95/audience-research-22808080 (6)
http://www.scribblelive.com/blog/2015/11/17/what-is-audience-profiling-and-why-does-it-matter/ (7)
http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/7264-geodemographics.html (8)
http://study.com/academy/lesson/what-is-consumer-behavior-in-marketing-factors-model-definition.html (9)
http://study.com/academy/lesson/consumer-attitudes-definition-changes-quiz.html (10)
https://www.entrepreneur.com/encyclopedia/competitive-analysis (11)
http://www.encyclopedia.com/media/encyclopedias-almanacs-transcripts-and-maps/advertising-effects (12)
http://www.media-brokers.com/our-process (13)
https://www.reference.com/technology/technological-resources-440eacc7c16ed708 (14)
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