How has the impact of new and digital media allow the audience to time shift and watch their programmes online such as BBC Iplayer and 4OD instead of following scheduled timing.
5- Who are the primary target audience now and has this changed? Who was it before and how do you know?
Who are the primary target audience that use BBC Iplayer and watch the BBC, has it changed from before? Who was it before and how do you know?
BBC One has the highest reach of all the BBC channels with nearly 80 per cent of the UK population (4+) tuning in for seven and a half hours each week on average. Certain BBC television channels (BBC Three, CBBC and CBeebies) have specified target audiences. For example:
- BBC Three is targeted at 16-34 year olds. Those 16-34 year-olds who view BBC Three watch, on average, for longer per week than the average viewer of the channel (2h 02m vs. 1h 43m).
- The target audience of CBeebies is 0-6 year olds. As BARB measures 4+ year olds only, the CBeebies target audience’s viewing is captured by measuring the viewing of 4-6 year-olds and housewives with children up to 3 years old. 45 per cent of this group watches
- CBeebies and in January – March 2011 they spent 4 hours 54 minutes with the channel on average per week.
The BBC is a major media provider for younger audiences, with more than 9 out of 10 young people using BBC services each week. The BBC delivers some of its public purposes well to young people but faces challenges to deliver news to them, and to serve teenagers on television. Despite the huge growth in choice of media, the BBC remains a very important part of young people’s media consumption. The BBC reaches around 92 per cent of 15-34 year olds each week and BBC television remains successful at reaching younger audiences, although its usage has declined significantly in recent years.
BBC Online has become an important part of the BBC’s offering to young people. More than one-quarter (28 per cent) of all 16 to 34 year olds use BBC Online each week, the same proportion as all adults, making BBC Online the fifth most popular website for this age group in the UK, behind Google, MSN, Facebook and Yahoo. Reach to BBC Online among younger audiences has risen by around 9 percentage points since 2003. Some sections of BBC Online have particularly strong appeal to younger audiences, notably the formal learning websites for children and young adults. BBC Online reached an average 42 per cent of teenagers per month, compared with 51 per cent of all individuals.
6- How have the audience responded to the changes? Is there more customer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?
How have the audiences responded to the changes (the development of digital media)? Is there more customer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?
I would say the audiences have adapted to the changes of the development of digital media by giving them a better choice. The audiences are given more choices, they have a range of programmes and they're enabled to watch their programmes whenever and wherever they want. The audiences are allowed to time-shift, using the red button, online services, on-demand or the plus channels. People would argue that the world has changed to a more pluralistic view, people being in control of everything, having the power and not being controlled by the media because of all the options they have now.
Case Study Digital Media Story:
MORE CONTROL AND MORE CHOICE: PICTURING THE TV AUDIENCES OF TOMORROW
http://www.redbeemedia.com/blog/more-control-and-more-choice-picturing-tv-audiences-tomorrow
Expect a media revolution.
The way we consume media is changing forever, driven by new technologies that are turning traditional thinking on its head. At the same time, viewer attitudes and behaviours continue to evolve at a pace, with the great experiences from BBC iPlayer and Sky Go stimulating an increasing desire for “anywhere, anytime” viewing. With these seismic changes taking place, we’re hoping to shed some light on the needs and wants of the TV audiences of tomorrow at our second Tomorrow Calling event, when we will reveal and discuss findings from an in-depth consumer survey.
We are in no doubt that the appetite for TV viewing is growing. The way it is delivered, how content is watched and the way content is found are some of foundations of the media revolution. The ubiquitous uptake of connected TV sets will start to blur the boundaries of how TV is delivered. It is at this point where the audience will not care how their TV is being delivered, and the connected TV will enable them to seamlessly shift from a live linear viewing experience into a catch up or VoD environment. This will dramatically change the landscape of the content aggregator.
A different but equally important change to the future viewing experience is led by the explosion of companion devices, opening up TV to benefit from technical innovations. With this change there will be expectations of a “media grade” TV experience across all devices, no matter what piece of glass you are looking through.
The consumer wants more control and more choice and they get frustrated because they can’t find content they want to watch. Within this context the electronic programme guide (EPG) along with the remote control navigation is set to change dramatically over the next few years. A new and intelligent form of content discovery will help guide viewers through a potentially baffling array of content and give them more. Fast forward to 2020 and great TV content has an exciting future, the communal TV experience seems set to stay, but it will increasingly be in a virtual sense.
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