Transcript Introduction to Mass Media

Introduction to Mass Media
TV: Changing Channels 2
TV: what do you watch
• Program or advertisement?
TV Delivers an Audience to Advertisers
• “The most common misconception most people
have about television concerns its product. To
the viewer, the product is the programming. To
the television executive, the product is the
audience. ”
-----TV commentator Jeff Greenfield
History of TV
• “visual wireless”, “visual radio”, “electric vision”
• “Television”: programs delivered by antennas
through over-the-air signals. First appear in
1907 Scientific American
• Morse telegraph (1835) and Bell’s telephone
(1876) contributed to the invention of TV
History of TV
• 1884, Paul Nipkow invented Nipkow disk to
transfer pictures, “electric telescope”
History of TV
• Gugliemo Marconi put sound on airwaves (1899)
• De Forest invented Audion tube, amplified radio
wave so people can hear it (1907)
History of TV
• Vladimir Zwurykin from Westinghouse
developed an electronic system to transfer visual
image.
• Farnsworth invented cathode ray tube, patented
in 1930.
History of TV
• 1939, First TV commercial about World’s Fair in
NYC
• David Sarnoff (RCA) displayed first TV sets 5inch and 9-inch ($199.50 and $600)
1939 TV sets
• David Sarnoff’s talk at the launch of TV sets
Network
• Network: A network is a collection of radio or
television stations that offers programs, usually
simultaneously, throughout the country, during
designated program times.
• NBC by David Sarnoff
• CBS by William Paley
• ABC (grew out of NBC’s old Blue network)
Television outpaces radio
• TV news add pictures
• Most TV entertainment programming was
derived from radio except talk show, which
appeared first on TV and then moved to radio
• The situation comedy proved to be one of TV’s
most durable types of programming.
TV programs
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Variety shows: America's Got Talent
Situation comedies: Friends
Drama: Prison Break
Detective Stories: CSI
Movies
Soap Operas: General Hospital
Talk Shows: Late Show with David Letterman
Quiz Shows: Are you smarter than 5-th grade?
TV at work
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Sales
Programming (news and entertainment)
Production
Engineering
Traffic: integrate ads with program, all ads on air
Promotion: for the station
Public affairs: organize public events
Administration
Some Terms of TV
• Prime time: TV time period 7-11pm
• Rating: the percentage of the total number of
households with TV sets tuned to a particular
program.
• Share: The percentage of the audience with TV
sets turned on that is watching a particular
program
TV platform
• Free satellite
(Free to Air, FTA TV, dominant)
• Pay satellite
• Cable
• Terrestrial
• IP TV
Major Broadcasting Groups in the
region
Some Facts
• Pan-Arab Audience Population: 250 million
• Pan-Arab Satellite TV channels: over 600
• The MBC Group is the dominant broadcasting
group, accounts for over 40% of viewing share
and 50% of advertising.
• Why?
Why MBC?
• Range of channels, languages and genres
• 24-hour news channel, Al Arabiya,
• Drama and entertainment channels in Arabic,
English and Persia
• Anchor channel MBC1: general family
entertainment.
Pan-Arab Channel Viewing Share (FTA
satellite)
22%
7%
53%
7%
6%
5%
MBC 1 22%
MBC 4 7%
MBC 2 7%
Saudi TV 1 6%
Al Arabiya 5%
469 channels 53%
FTA market suffers from low
advertising revenue
• 60% lower than western Europe.
• Audience is fragmented across 600 channels
• Lack of accurate and widely accepted audience
measurement systems to provide audience data.
• Pan-Arab FTA TV doesn’t offer targeted
advertising by country, lower rate ad
Pan-Arab advertising spend by
category of advertisers
Hygiene/ House care
products 23%
Communication/Utilities
15%
F&B/Tobacco 13%
23%
35%
Government 8%
15%
6%
Publishing Media 6%
Other 35%
8%
13%
Pay-TV
• Free satellite and terrestrial are adopted by 95%
TV households.
• 5% for pay-TV, one of the smallest
Major Pay-TV Operators
• Arab Radio and Television Network
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premium sports and Arabic content
• Orbit-Showtime Network (merged in 2009)
premium Western and Arabic
content, sports, news, kids,
movies and series
• Al Jazeera
bought premium sports from ART
New Technology Expands TV’s Focus
• Digital Video Recorders (DVRs) provides viewer
what to watch and when
• HDTV offers better picture, industrial
standardized in 2009
• Apple TV (Video streaming)
• 3-D TV
TV offers a new vision
• Cable, satellite and internet program services are
able to deliver program to screen as small as a
cell phone
• In the future, TV will serve with unlimited
program including 3-D programming.
• Television is exploding, “telepresence” “a wave
that is not possible to stop”