Radio One Case Study MEST 1

Radio One

 

BBC radio 1 aims its products at the 15-29 age group, though the average age of its listeners is 33 according to some sources. It broadcasts mainstream popular music of a range of genres throughout the day and more unusual genres after 7pm.

 

Radio 1 has been broadcasting since 1967. As it is part of the BBC, it cannot broadcast commercials and has to comply with the BBC’s Royal Charter.

 

Benefits of music promotion through Radio 1

 

·         11.7 million weekly listeners

·         Targets young demographic who buy a lot of music

·         Evening DJs like Zane Lowe target more niche audiences

·         Selective about what they play which adds sense of prestige to those who make it onto playlists

·         Cross platform institution, with popular website and involvement in live music events which are broadcast on BBC1 and BBC3. Can be heard online or through digital TV and there are playback services

·         Receptive to songs which are being discussed online – social media can influence whether a song gets played (Carly Rae Jepson?)

·         Sister station ‘1Extra’ plays urban genres which targets niche audience

·         Individual DJs champion songs with ‘My Big Thing’ which is basically a song they like and wish to promote. They play it every show and it changes each week.

·         Radio 1 stages live events in the UK and Ibiza every year. Their ‘Big Weekend’ event includes major stars like Lady Gaga and often takes place in areas of the country other than London, like Carlisle, where a proportion of tickets went to local people. This year their big live event is in Hackney, East London, with performances from Jay z and Rihanna. The area is often associated with gun crime and deprivation but tickets are free and it fits with the regeneration of East London for the Olympics.

·         Radio 1 can be heard in the USA through satellite radio service SiriusXM.

 

 

Possible disadvantages

 

·         Daytime playlists difficult to get onto – producers/DJs discuss and pluggers work hard to try and get songs on lists, music snobbery may prevent some from being played

·         Two-step flow model operates, with DJs acting as opinion-leaders, making audiences largely passive

·         Real audience possibly older than target demographic

·         Listening figures fluctuate, popularity of DJs also changes regularly

 

 

 

Audience participation and interaction

 

·         ‘Ten minute takeover’ every weekday at 6pm on Greg James’ show. Listeners text in songs they want played and three are picked at random. Some restrictions will apply – the song will need to be appropriate so as to avoid complaints to OFCOM, and it needs to be in the Radio 1 computer system. Makes range of songs played more diverse – today was Usher, Keane and Busted.

·         ‘Feet up Friday’ (also Greg James’ show). Every Friday teams compete to host the show for half an hour. They pick all of the songs.

·         Interaction through Facebook page and YouTube channel.

 

Response to the digital revolution

 

·         bbc.co.uk/radio1 has a live feed with name of every song being played so can be downloaded from itunes easily.

·         If listeners sign in to ‘love stuff’ the website will suggest things you might like – not just songs but will direct you to appearances from artists or news about them – personalized service

·         Offers downloads of popular interviews eg ‘Harry Styles chats to Grimmy’.

·         Photographs and videos of guests, for example Live Lounge appearances can be viewed.

·         A webcam in the studio streams video content to the website.

·         There is a mobile version of the site.

·         Through iplayer you can listen again to shows.

·         Radio1 have their own YouTube channel which includes a range of extra content like ‘A history of dubstep in 4 minutes’.

·         You can follow Radio1 on Twitter or interact on their Facebook page.

·         Radio 1 live events are broadcast on digital TV with use of the red button to catch up on performances.

·         DJS have blogs, like Zane’s Hottest Record blog. Seen as authority on new music.

Music Television: MTV

MUSIC TELEVISION: MTV 

MTV (Music Television) is the oldest and most influential American cable network specializing in music-related programming. It was launched on August 1, 1981, with the words "Ladies and gentlemen, rock and roll," spoken on camera by John Lack, one of the creators of MTV. This introduction was immediately followed by the music video clip Video Killed the Radio Star, featuring a band called the Buggles. The title proved somewhat prophetic as MTV greatly transformed the nature of music industry stardom over the next several years. At the same time, MTV became a major presence in the cable TV industry and in fact in the overall American cultural landscape.

One of the earliest and greatest cable success stories, MTV was established by Warner Amex Satellite Entertainment Company (WASEC) after extensive marketing research. The key to MTV's viability, at least initially, was the availability of low-cost programming in the form of music videos. Originally these were provided free by record companies, which thought of them as advertising for their records and performers.

MTV presented one video after another in a constant "flow" that contrasted with the discrete individual programs found on other television networks. Clips were repeated from time to time according to a light, medium, or heavy "rotation" schedule. In this respect, MTV was like Top 40 radio (it even had video jockeys, or vjs, similar to radio djs). Moreover, it soon became apparent that MTV could "break" a recording act (move it into prominence, even star status), just as radio had done for decades.

Many of the earliest MTV videos came from Great Britain, where the tradition of making promo clips was fairly well developed. One of the earliest indications of MTV's commercial importance was the success of the British band Duran Duran in the American market. This band had great visual appeal and made interesting videos but was not receiving radio airplay as of 1981. In markets where MTV was available, the network's airing of Duran Duran's videos made the band immediately popular. Ultimately MTV proved to be immensely important to the careers of numerous artists, including Madonna, Michael Jackson, Prince, Peter Gabriel, and U2, as well as Duran Duran.

As MTV launched other, more genre-specific channels (MTV Base, MTV Dance, VH1, MTV Hits) MTV itself moved into broadcasting reality TV. In fact, for a few years MTV featured practically no music at all. Many of its reality shows were a success (The Hills, My Super Sweet 16, The Osbournes) but the channel received criticism for broadcasting cheap trashy reality TV instead of music videos.

In February 2011 channel 350, recently MTV’s slot, became MTV Music, a channel devoted to music! MTV shows launched on channel 352

MTV Music Schedule for Friday night:

The Official Chart Update Top 10

Nicole Scherzinger: From the Beginning

Alexa Chung’s Gonzo

Matthew Horne’s Top 50 Indie Anthems

MEST 1 Section B question types

QUESTION TYPES:

SYNERGY

Many questions ask you to explain how a range of platforms can be used to promote the same product. When an artist releases a new single, they will promote it in magazines, create printed album artwork, stream their music video on YouTube and Vevo and get their song on the Radio 1 playlist.

Make sure you have detailed examples of how an artist has used synergy

INNOVATION AND IMAGINATION

Another common question asks you to explain how artists are being more innovative and imaginative in promoting products and making money. This is particularly important in the digital age when the money being made traditionally through single and album sales is in decline.

Make sure you have a list of innovative ideas for all platforms.

UGC (USER GENERATED CONTENT)

The idea that audiences are no longer passive but active consumers is popular in case study questions. 

Make sure you have some specific examples of how fans are much more powerful in shaping the content produced.

INTERACTIVITY

Similar to UGC but covers any way in which audiences can actively participate when enjoying music.

TECHNOLOGY

Since Web 2.0 technology has impacted on all media platforms. It provides interactivity and accessibility to audiences, but it has caused print media to go into decline and illegal enjoyment of music to increase.

Make sure you have a list of the positives and negatives of technology use in the industry.

PLATFORM EVALUATION

It’s common for questions to ask you to consider the advantages and disadvantages of each platform for promotion. You need to know the main disadvantages of each platform and be able to give examples.

MEST 1 Section B Case Study questions

MEST1 SECTION B CASE STUDY Past Questions

 

June 2012

 

Consider how imaginative techniques are used by media products from your cross-media study to attract and maintain audiences. Support your answer with reference to a range of examples from three media platforms.

 

Synergy is the process by which media institutions use a range of platforms to promote, sell and distribute their products. Assess the impact of synergy in your cross-media study.

Support your answer with reference to a range of examples from three media platforms.

 

January 2012

 

Evaluate how far audiences are able to represent themselves and/or their ideas and opinions in media products from your cross-media study. Support your answer with reference to a range of examples from three media platforms.

 

Evaluate how successfully media products from your cross-media study are promoted within and across media platforms. Support your answer with reference to a range of examples from three media platforms.

 

June 2011

 

'To be successful, media institutions have to use a variety of media platforms.'

To what extent is this true of your cross-media study?

 

'Our enjoyment of media products is influenced by the platforms we use to access them.' How far is this true of your cross-media study?

 

January 2011

 

How far have improvements in technology made a difference to the quality of audience experience?

 

Do the institutions in your case study have an equal presence on each media platform?

 

June 2010

 

'Audiences are becoming increasingly powerful in shaping media output.'

With reference to your case study, how far is this true?

 

'It is not the strongest that survive but those most responsive to change.'

How and why do media institutions continue to change?

 

January 2010

 

Identify how media products from your case study make links with other media platforms. What are the reasons for these links?

 

‘All media texts tell stories.’ In what ways is narrative used in the media products in your case study?

 

June 2009

 

‘Audiences are no longer just consumers of media texts but producers too.’

To what extent is this true of the media products in your case study?

 

Account for the similarities and differences in the codes and conventions used in the media products from your case study.

 

January 2009

 

To what extent do the media products in your case study do more than just entertain their audience(s)?

 

 

Consider the reasons media products from your case study are present across a range of media platforms.

 

MEST 3 Your case studies - what you should be doing over half term!

As I have mentioned several times, you should now have a very well developed case study. A few of you have taught the class now so you have a good powerpoint and resources to begin with. Your case study should have:


1. A range of different media products from a range of media platforms

2. Detailed examples from particular media products.

3. Evidence of research into media debates and issues and relevant wider contexts.

4. Theory used to explain and support answers

5. A real interest in the case study chosen, evidenced by engagement with the products and issues and own opinions.

 

After half term you should return with your red folder full of the following items:

 

• Print, moving image and e-media products (at least one from each) which is fully annotated and analysed. You might produce a semiotic analysis of an advert or look at the way your product or aspect of media has changed from print to digital.
• At least 5 newspaper articles or examples of debates about your chosen study - these should be printed off and accompanied with annotations and/or a few paragraphs to explain these debates in your own words
• A list of media theories which may link to your case study - explain how these link, where this can be seen (examples) and why it is important. Susie, you have a clear link to feminism but the rest of you will have to be more inventive! You should know media theories and debates extremely well by now.

 

• A few tips for individuals:
• 
   JACK
  The future of the games console
  A study into how new technology is affecting gaming and how this impacts on the audiences who buy/play the games. As games become more real and interactive, do we become dangerously involved in their narratives? Audience theories are useful here! 
• Look at the recent flappy birds debate - people buying devices with it still installed just so they can still play the game!
• The use of voice and communication within games. Why is this important? Will this still be important in ten years?
  
   SUSIE
  Cyberfeminism
  Has the internet helped or hindered feminist causes? Has it not created more opportunities for stalking, objectifying and criticizing women? Or is it used to provide freedom of speech and to promote feminist causes?
• Look at Jameela Jamil's blog and her discussion on Beyoncé. The reaction she got was very interesting.
• Katie Hopkins and The Daily Mail - are we more open to criticising other women? Look at the argument between her and Lily Allen.
• Super injunctions and naming of victims
• Read some articles - The Guardian is a good place to look! Caitlin Moran often has interesting viewpoints
• 
   KIERAN
  The impact of Facebook on our lives
  A study into how people use Facebook in positive and potentially negative ways. Could look at Facebook campaigns, scams etc as well as controversies over privacy, control and the power and influence it has as a website. Remember to look at how it makes money and how the adverts we see are tailored to our ‘needs’.
• Look at the recent #facebookisten videos and the newly introduced use of hashtags on facebook.
• Tv advert - I'm sure there was something? Have a look!
• Debates on privacy - there are hundreds out there! Look on The Guardian and watch a few documentaries on this. You should be able to make plenty of notes. Your case study is vast so you shouldn't struggle for material.
• NekNomination videos and the debates surrounding that - encouraging binge drinking and irresponsible behaviour.
  
  ISAAC
  Youtube
  Content is generated by users however this has caused problems with copyright laws. Youtube is owned by Google so who really benefits from the site’s popularity? Look at 'prosumers'.
  Plenty to say about UGC and the issues that arise from this. Again, look at The Guardian and other newspapers for debates on this. Mashable.com might be helpful too.
• Look at ownership too
• 
  ALICIAThe music industry
  The internet had created ways for musicians to promote themselves and for some it is the reason they gained fame in the first place. Look at ways artists have used digital media to promote themselves.
• The Beyoncé videos you have looked at are great! Can you go into more detail on this? Look at her promotion as a whole and how digital media and web2.0 has changed the way she is able to do this.
• How do artists use instagram/twitter/facebook?
• Clear links to feminism and Marxism here so try to research that carefully.
  
   REBECCA
   Advertising and branding
  A study into how companies use new/digital media in innovative ways to promote brands and products. You could consider how adverts are now tailored to individual users. Is this a form of censorship? Do you see the same version of the internet as everyone else?
  Look at a few different companies and the way they use digital media in innovative ways - try Nike, Adidas, food companies, twitter as a promotional tool, John Lewis (apps etc)
• Compare digital marketing with old print - benefits?
• Google as a search tool - how does that affect what we see? You can also look at Facebook for this.
•  
• 
  JOE
   Mobile Phone Technology and Convergence
  Look at the future of mobile phones – how have we changed the way we use them from just being calling/texting devices. In the future your phone could become your wallet, with new technology which will allow you to use it as a payment card. 
• Study past mobile phones and the changes - what is available now that wasn't before? How can we purchase things with our phones? Are we reliant on mobile technology now? You could look at iphones and android here.
• Does everyone agree that convergence is a good thing? You could discuss icloud and what happens when you lose your phone.
• Look at the ease of sharing information and communication now. Marxism links here too - find out how!
• 
   BECKER
   Apple – the iPod, iPhone and iPad
  This brand has been responsible for many innovative products – they have made technology fashionable, functional and above all something which makes a statement about the owner of the device. You could look at the functions of their most iconic products and how they are changing the way we live.
•  
• Look at original Apple adverts on print and how they might have changed now.
• There are lots of debates surrounding Apple and the way that their products have a certain status ascribed to them. Look around on the internet to see what opinion people may have - Marxism ties in well here!
• Discuss convergence and synergy