The Channel 4 website
Replacing?: TV guides/magazine articles/TV,
Relevance?: popular new media technology that’s quickly becoming more sophisticated
Technology?: broadband internet,
Audience
Social group: young/trendy/cultured,
Why?: want entertainment, associate with young casts in programmes made by young people, aspire to the lifestyle channel4 associates with, i.e. fun, trendy, rich, etc
What are they doing?: using it to catch up on episodes, be entertained, find out more information about programmes, TV schedule, network socially, get more involved with programmes through interactivity,
How are they using it to consume media?: watch TV programmes, films, fInd out what’s on channel4 and it’s spin-off channels, watch trailers and video clips, play web-games, write blogs on the forum, read articles on food, cars etc,
What are they doing differently?: being able to access lots of different media in one place, being a lot more involved with programmes through interactivity, social networking through shared hobbies, likes and dislikes etc on the forums,
What does it offer?: a way into a lifestyle- access to “trendy” music, programmes, food, cars, games- fulfils all entertainment needs,
Institutions
Who is involved?: Channel4
How are they using the technology?: converging the technology, vertical integration through web, TV, mobiles,
What benefits?: to stay on the forefront of technology, to reach a wider audience for distributing their products-through mobile downloads, music downloads, etc, to create an image of the institution as trendy and innovative, to market their media successfully by creating a complete narrative image- wallpapers, character interviews, quizzes, to give their media products as much exposure as possible through downloads, games, advertisements
Media
Media involved:
Replacing?: TV guides/magazine articles/TV,
Relevance?: popular new media technology that’s quickly becoming more sophisticated
Technology?: broadband internet,
Audience
Social group: young/trendy/cultured,
Why?: want entertainment, associate with young casts in programmes made by young people, aspire to the lifestyle channel4 associates with, i.e. fun, trendy, rich, etc
What are they doing?: using it to catch up on episodes, be entertained, find out more information about programmes, TV schedule, network socially, get more involved with programmes through interactivity,
How are they using it to consume media?: watch TV programmes, films, fInd out what’s on channel4 and it’s spin-off channels, watch trailers and video clips, play web-games, write blogs on the forum, read articles on food, cars etc,
What are they doing differently?: being able to access lots of different media in one place, being a lot more involved with programmes through interactivity, social networking through shared hobbies, likes and dislikes etc on the forums,
What does it offer?: a way into a lifestyle- access to “trendy” music, programmes, food, cars, games- fulfils all entertainment needs,
Institutions
Who is involved?: Channel4
How are they using the technology?: converging the technology, vertical integration through web, TV, mobiles,
What benefits?: to stay on the forefront of technology, to reach a wider audience for distributing their products-through mobile downloads, music downloads, etc, to create an image of the institution as trendy and innovative, to market their media successfully by creating a complete narrative image- wallpapers, character interviews, quizzes, to give their media products as much exposure as possible through downloads, games, advertisements
Media
Media involved:
channel4 website
games- “flashtron”
music- “ash” (the band)
video clips- “skins”
webzines
podcasts- “shipwrecked”
Key Concepts
Good example of convergence: lots of different technologies come together- TV, Broadband, mobile phones,
Vertical integration: the marketing of a product through a range of technologies and medias- games, music, social networking,
Interactivity: games, downloads, votes enable the viewer to feel closer to the media
Key Concepts
Good example of convergence: lots of different technologies come together- TV, Broadband, mobile phones,
Vertical integration: the marketing of a product through a range of technologies and medias- games, music, social networking,
Interactivity: games, downloads, votes enable the viewer to feel closer to the media
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