MEDIA INDUSTRIES AND AUDIENCES

L/O: TO EXPLORE THE CONTENT OF UNIT

SECTION A PAPER 2:
Focuses on media industries and audiences and requires learners to consider HOW AND WHY MEDIA PRODUCTS ARE CONSTRUCTED across different media forms TO REACH ADDRESS A NUMBER OF AUDIENCES.

JUNGLE BOOK (1967 & 2016)

HOMEWORK (due 6th Nov) DISNEY RESEARCH

Ownership

Finding

Box Office Successes

Diversification

Influence and Brand Values

• 60s cinema was at a low point due to competition from TV, increasing reliance on set genres with little thought of quality.
• Film companies who owned cinemas suffered financial blows, many cinemas were outdated.
• Disney had a clearly fixed demographic whose tastes were not changing, products of Disney were aimed at young children and family audience. 
• Disney was not immune to progress of technology and needed to improve animation techniques constantly.
• There were no video recorders, film and studio profitability was depended on ticket sales at cinemas. 
• Disney operated a 'no show' policy of their major animated releases ever being shown on TV. They would often archive and re-release their classic animations such as Snow White, Bambi & Dumbo.
• They maintained the classic nature of their products and made the re-release an 'event'.

(1967)

MAIN CHARACTERS- Mowgli, Baloo, Bagheera, Shere Khan, Kaa, King Louie

NARRATIVE- The Jungle Book, an animated film based on Rudyard Kipling's Mowgli stories, was released in October 1967 by the Disney Studios. This best-known adaptation was producer Walt Disney's last animated project. Abandoned after an accident, baby Mowgli is taken and raised by a family of wolves. As the boy grows older, the wise panther Bagheera realizes he must be returned to his own kind in the nearby man-village. Baloo the bear however thinks differently, taking the young Mowgli under his wing and teaching him that living in the jungle is the best life there is. Bagheera realises that Mowgli is in danger, particularly from Shere Khan the tiger who hates all people. When Baloo finally comes around, Mowgli runs off into the jungle where he survives a second encounter with Kaa the snake and finally, with Shere Khan. It's the sight of a pretty girl however that gets Mowgli to go to the nearby man-village and stay there.

THEMES- Loyalty and Family. Family and loyalty to family are themes running throughout the stories. 
Importance of Rules and Laws. Jungle Law is very important and every animal has to learn it because it is literally life-saving.
Identity 
Hierarchy 
Courage 
Coming of age
Imperial/ colonialism
REPRESENTATION (groups, individuals, places etc)-
-King Louie was voiced by Louis Prima in the original 1967 film. Initially, the filmmakers considered Louis Armstrong for the role, but to avoid the likely controversy that would result from casting a black person to voice an ape, they instead chose Prima, a white singer.
-The original plan was for the Beatles to voice the four vultures who befriend Mowgli when he feels betrayed by Baloo. But the Fab Four's schedule didn't leave time for recording their lines and John Lennon was opposed to the whole idea as well. The vultures still bear some physical and vocal resemblance to the famed British band, though their song, 'That's What Friends Are For,' is more barbershop than British Invasion. 

-Shere Khan was designed to resemble his voice actor, George Sanders, renowned in Hollywood for playing elegant villains
-Baloo represented a care free typical 60's hippie
-The elephants could represent the veterans from the war which would've been 20 years ago

L/O: TO RESEARCH THE SOCIAL CONTEXT

THE 1960'S

(2016)

MAIN CHARACTERS- Mowgli, Baloo, Bagheera, Shere Khan, Kaa, King Louie. 
NARRATIVE- The Jungle Book (2016) After a threat from the tiger Shere Khan forces him to flee the jungle, a man-cub named Mowgli embarks on a journey of self discovery with the help of panther Bagheera and free-spirited bear Baloo. 
THEMES- Loyalty and Family. Family and loyalty to family are themes running throughout the stories. 
Importance of Rules and Laws. Jungle Law is very important and every animal has to learn it because it is literally life-saving.
Identity 
Hierarchy 
Courage 
Coming of age
Expectancy of differences
Imperial/ colonialism
REPRESENTATION- FEMALE REPRESENTATION (Kaa changes to a female and the mother wolf has a much bigger role)
WHAT CHANGES HAVE BEEN MADE?- Shere Khan dies in this one rather than just runs away. They don't show the vultures in the film.
It shows King Louie in a different way rather than as representing the Jazz icon Louis Armstrong. They use famous and popular actors and actresses to encourage people to watch the film rather than any other normal actor.
Mowgli doesn't leave the jungle. Much darker and more realistic?
Back story to how Mowgli ended up in the jungle
Peace rock added in from original book
Baloo's representation completely changes from a hippie to a man of himself
HOW ARE ADVANCES IN TECHNOLOGY SHOWN/USED?- The way they include the mix of a live boy and animated animals and jungles show a high quality cross over of a live action film.
CONTEXT:
Peace rock is included in the film to make a relevant link to 2016 (Trump, Refugee crisis)

DISNEY/CINEMA (60s) 

• CINEMA ATTENDANCE FELL DUE TO TELEVISION 
• TEENAGERS PREFERRED ROCK AND POP MUSIC RATHER THAN GOING TO WATCH FILMS
• DISNEY HAD A VERY FIXED DEMOGRAPHIC
• THEIR BRAND CARRIED CERTAIN EXPECTATIONS (a child friendly audience)
• DISNEY THRIVED A LOT MORE
• THEY WERE NOT IMMUNE TO THE PROGRESS IN TECHNOLOGY 
• TV DID SHOW FILMS BUT THESE WERE CONTRACTED FROM THE 1930s-1950s BACK CATALOGUES OF STUDIOS
• DISNEY OPERATED A NO SHOW POLICY OF THEIR MAJOR (they would often archive and then re-relsease their classic animations every few years)

WHAT WERE THE DIFFERENCES BETWEEN HOW DISNEY OPERATED AS A FILM STUDIO AND HOW OTHER STUDIOS OPERATED AT THAT TIME?

More streamlined. Walt had lots of different people in charge of different things. They came up with multiplaining 

WHAT WAS THE WALT DISNEY'S OWN INFLUENCE ON THE PRODUCTION?

Walt thought that the first version of the script was too dark for family audiences, that the audience wouldn't be able to identify with the boy, Mowgli, and the villain, the tiger Shere Khan, would be a cliché; so Walt took control and changed the production team. "What Walt wanted was a film that was light, fun, and entertaining with happy songs- good stuff, fun stuff. he didn't want to go anywhere near darkness', according to animator Floyd Norman. The last film that Disney made before Walt died. He was so determined to make the jungle book such a hit because of how the sword in the stone went. Walt wanted the characters to carry the film and was creative in vocal casting; for example, Disney heard the band leader- singer Phil Harris perform and decided to cast him as Baloo. He was also casted as Little John from Robin Hood. They chose the actors before they started animation. He thought of the idea that mowlgi would leave the jungle because of a girl.

WHAT TECHNIQUES WERE USED THAT DIFFERED FROM NORMAL ANIMATION PRACTISES?

JB used xerography (rather like photocopying), copying the animator's drawings onto a light light-sensitive aluminium plate and then onto cels, unlike the old, painstaking hand-inking process, tracing them from paper drawings. The animators had to draw using thick black lines, as delicate ones couldn't be picked up by the copier, and it effected the final art style by creating rougher, sharper lines but generally the animators were pleased. Walt wanted the characters to carry the film and was creative in vocal casting; for example, Disney heard the band leader- singer Phil Harris perform and decided to cast him as Baloo. He was also casted as Little John from Robin Hood. They chose the actors before they started animation. More streamlined. Walt had lots of different people in charge of different things. They came up with multiplaining.

WHAT PLACES/ PEOPLE DID THEY GET THEIR INSPIRATION FROM?

Other disney films
The jungle book book
Wild animals
The Indian jungle

THE FILM INDUSTRY

L/O: TO  EXPLAIN THE PROCESS OF MAKING A FILM AND CHANGES WITHIN THE FILM INDUSTRY.

WHAT WAS THE PROCESS OF MAKING FILMS? 

Photochemical film making has been the main film making process for over 100 years, however, within the last 30 years, digital film making has begun to make it's way on to the scene and is constantly improving.

HOW HAS IT CHANGED IN THE PAST 20 YEARS?
Making films has become a more digitalised activity, starting with the editing software, slowly more elements of the film making process have become digitalised making production quicker and more precise. The low cost of digital memory cards, as opposed to film, means there is a reduced risk in production as more shots can take place without greatly affecting the cost. 

WHAT IMPACT HAS DIGITALISATION HAD ON THE INDUSTRY? 
In terms of cameras, DSLRs have taken over movies are filmed in high-definition and actors are able to gather around the camera and watch the scene that was just filmed, noting what they can improve on whereas film cameras needed to be reloaded frequently, feedback came from their directors with no visual aid to see what they were doing and how they could improve.
Editing used to be a manual job that involved physically cutting and pasting together pieces of film, using a splicer and threading the film on a machine with a viewer. Digitalisation has allowed filmmakers to work with production teams from different parts of the world. Files can now be shared and managed between multiple project groups making collaboration easier. 

HOW HAS CHANGING TECHNOLOGY AFFECTED THE INDUSTRY? 
Film making has become more accessible, more people have been able to create films due to the affordability of equipment and the software needed. Surround sound and being able to either legally or illegally streams

WHAT IS THE FUTURE OF FILMMAKING? 
Some directors and producers are unwilling to fully embrace digitalisation and would like to continue using film to shoot their films. However big hits such as Avatar have shown just how advanced technology has become in filmmaking and ever since its release in 2009 the technology has improved. It seems the case that filmmaking with film is becoming more unpopular and the future of filmmaking is to embrace the new tools.

L/O: TO APPLY MEDIA TERMINOLOGY AND DEBATES TO DISNEY. 

Vertical integration -  a single company has ownership of the production, distribution and exhibition of the film meaning they receive all of the profit.

• Horizontal integration - production company expands into other areas of one industry meaning that the company can develop in a particular area of production or acquire another company that deals with these areas.
• Convergence 
• Digital - he ability to view the same multimedia content from different types of devices.
• Technical - the tendency for technologies that were originally unrelated to become closely integrated as they develop and advance.
• Standard - interlinking of computing and other information technologies that have arisen as the result of the evolution and popularisation of the Internet as well as the activities, products and services that have emerged.
• Pre-production - where everything to do with the shoot is planned and tested in preparation for full-scale production.
• Production - where the process of creating the film actually begins, despite most of the budget being allotted here this phase is quite short.
• Distribution - where the film is released can be through cinema distribution, selling to a TV network or streaming service, or releasing direct to DVD.
• Exhibition - is the retail branch of the film industry involves public screenings of the film, usually for paying customers
• Exchange - What the audience does after the film is released

JUNGLE BOOK 1967-

How can the values, ideologies and key events of the 60's be seen in the jungle book (1967)?

The values, ideologies and key events of the 60s come up as a regular appearance during the Jungle Book. What 60s themes we can see is the character of Baloo being the typical care-free 60s hippee, or how the elephants represent war veterans as the war would've ended 20 years before the film was released. The values of family and loyalty appear regularly in the film which can be linked to what families were like during the release of the film. 
Ideologies such as gender roles are definitely shown through out the film mirror family life during the 60's. The role of the mother wolf is only very small but plays the stereotypical mother figure. This applies to the young girl that Mowgli then follows back into the man village. Although she is only young, she is still being seen as an object and how she is being followed and adored by Mowgli. Even in her song that she briefly references what her family life is like and that her mother is at home looking after the children and cooks for them whilst the father is out working. This then can be linked back to the life of families in the 60's. 

JUNGLE BOOK 2016-

How can we see the impact of digitalisation and technical convergence in the production of the jungle book 2016?

We can see the impact of digitalisation and a technical growth in production by the dramatic changes in animation, production of the film and even the distribution. The dramatic changes of the technological growth ranges from the change of digital cameras and how they captured a clearer and more crisp of an image. Although the 67 Jungle Book was all animated and produced via xerography (rather like photocopying). What has changed for the 2016 Jungle Book is how they included a technical convergence by mixing a real actor in with live animation. 
How they filmed Mowgli walking through the jungle is all animated however, they made the actor walk along this spinning, textured wheel so it looks like Mowgli is walking up and down in the jungle. This is something that would never have been done in 1967 due to the lack of digital features that we have now.  The CGI and special effects make this film seem real and although it isn't a remake, comparing the two jungle books can help people who may not understand the differences in technology but can defiantly see how far we've come in 50 so years. 

L/O: TO EXPLORE THE INDUSTRY AND SOCIAL CONTEXT OF DISNEY IN THE 60'S

1967
AN ERA OF CHANGE IN SOCIAL CONTEXT AND MEDIA INDUSTRY
Disney had by the 60s had the theme parks running which the films helped to promote the parks. The theme parks became a major sore of revenue and marketing of the brand.
Disney had branched into TV and established their own channel targeting young children and used their back catalogue of cartoons whilst creating new TV shows. 1963/1964 made it to live action with films such as HERBIE and MARY POPPINS. These massive box office had proved that the formula for marketing animation could equally be applied to live action. (horizontal).

CONVENTIONAL FILM MARKETING TECHNIQUES

• Trailers
• Posters
• Magazine features
• Press marketing
• Reviews of the film
• Word of mouth
• Film/soundtrack or theme song
• Fandom
• Brand identity
• Brand reliability

Disney was ahead of its time in grasping the potential of what we would today call INFLUENCERS MARKETING. Disney was able to use its growing financial muscle alongside its brand identity with an older audience to create positive attitudes towards its products.
REPRESENTED THE MAINSTREAM MIDDLE CLASS ALL AMERICAN FAMILY.
There is no doubt that Disney himself exerted a massive and all pervading influence on the content, narrative and values of disney major animated product.
His emphasis on importance of family and family values was clearly apparent. Disney saw himself as standing of what was good and decent in America and the ever-changing and challenging wider world. As such, in an age of social upheaval and concerns over the damage such new ideas on sex and violence in cinema and TV might wreak, his products were trusted by parents.
However, Such values were those of a man who was very right-wing Republican. Although Disney did not create every frame but he did have a lot of influence everywhere. He selected the story, the narrative path to be taken in telling these stories. Overtime they had to come to anticipate his demands and build these into each product. The institution was very much contracted in Walt's image.

HOW ARE THESE VALUES REPRESENTED IN THE JUNGLE BOOK IN 1967?
Female representation (lack of)
Sticking to your tribe (segregation not in a negative way (old fashion veiws))
All the songs are up beat and cheerful (lack of graphic threat/violence)
Bagheera is the middle class values which is the complete opposite to Baloo who is a stereotypical 60's hippie
Adults know best
Celebrates some pop culture and makes some references (the Beatles)

We find the character of King Louie challenging with his Jazz/hipster character and clear trope of ethnicity. That this occurred in the age of MLK and Malcom X and the challenges of racism of the divided America of that time, the reinforces of a such a regressive and controversial ethnic stereotype can be seen as a evidence of both Walt Disney's lack of understanding of evolving social mood of an era, and his naive unawareness of the connotations of the negative trope created.
Walt's influence of the narrative and production continued for the next 30 years after his death. Disney adjusted its production and marketing to align itself with family values of Disney to protect the brand.

The age of the video player that began in the 1980's lead to the availability of films on VHS tape for home perchance. Reluctant to get involved at first, fearing wholesale pirating but also the watering down of the myths so carefully constructed around the films that had become part of their marketing and appeal, Disney studios eventually gave in at the start of the 1990's and made their films available.
However, these were released only one or two at at time with much promotion rather than a wholesale release their catalogue. Each film was made available for a strictly controlled and limited time before 'vaulted' for a few more years prior to another limited release.
As the sophisticated of video increased the release of special editions carried with them with additional features or special packaging.
By the time of DVD and Blu-ray technology meant that the new release of the JUNGLE BOOK and other classics could have a wide breadth of additional features to ensure they remained collectable and, with some limited edition packages, could exert an appeal to new audiences.

L/O: TO ANALYSE THE TARGET AUDIENCE FOR DISNEY

Mickey mouse was created in 1928

Primary target market 4-12 year old boys and girls (It has been unchanged for decades). These children are also heavy-users of the brand in that they experience the thrill of rides, wear disney memorabilia, and use the brand as a source of entertainment.
Secondary target audience consists of men and women between 35-55 year olds. This segment is considered secondary because they have already experienced the original disney atmosphere. Disney must advertise and appeal to this segment because they are the money makers and make the Disney experience available to their children.
Both audiences and massively trusting of the Disney brand

H/W: HOW HAS DISNEY EXPLOITED ITS BRAND IMAGE TO CONSTRUCT A CLEAR AND CONSISTENT AUDIENCE FOR ITS PRODUCTS OVER A PERIOD OF TIME?
Disney has exploited its brand images to construct a clear and consistent audience over decades. Disney is very protective over their brand and family values and don't ever release a film or a TV show that could taint their appearance. Over the many years of Disney, they have built up a sustainable and strong target audience. The primary target market 4-12 year old boys and girls. These children are also heavy-users of the brand in that they experience the thrill of rides, wear disney memorabilia, and use the brand as a source of entertainment. The secondary target audience consists of men and women between 35-55 year olds. This segment is considered secondary because they have already experienced the original disney atmosphere. Disney must advertise and appeal to this segment because they are the money makers and make the Disney experience available to their children. Both audiences are massively trusting of the Disney brand and are reassured when they know something is a Disney product. They feel a sense of ease as they know it will be of a high quality.
During the age of the video player, that began in the 1980's, it lead to the availability of films on VHS tape for home perchance. Reluctant to get involved at first, fearing wholesale pirating but also the watering down of the myths, Disney carefully constructed around the films that had become part of their marketing and appeal, Disney studios eventually gave in at the start of the 1990's and made their films available. However, these were released only one or two at at time with much promotion rather than a wholesale release their catalogue. Each film was made available for a strictly controlled and limited time before 'vaulted' for a few more years prior to another limited release. This made having a Disney film feel special and almost like a collectable as they were so valuable.
The way that Disney show their brand image and values through their films is consistent and very important. For example, in the 1967 Jungle Book family values is very much the main theme and that keeping that loyalty between your family is key. These values appear regularly in the film which can be linked to what families were like during the 1960's and release date of the film. Ideologies such as gender roles are definitely shown through out the film mirror family life during the 60's. The role of the mother wolf is only very small but plays the stereotypical mother figure. The secondary audience could relate to this traditional family life and wouldn't see anything wrong with that. 

L/O: TO EXPLORE THE INDUSTRY AND SOCIAL CONTEXT OF DISNEY NOW

TRUMP & BREXIT, SYRIAN BOAT REFUGEES; THE ONGOING #OSCARSOWHITE CAMPAIGN; THE FERGUSON RIOTS OF 2014

DISNEY IN 2016

L/O: TO EXPLORE THE CHANGES IN THE COMPANY AND THE INDUSTRY SINCE 1960

The period between 1967 and 2016 saw sweeping changing brought about by the new development of technology and the influence of what has been termed "New Hollywood" of the era 1960-1990 and the later Modern Hollywood of 1990- the present New Hollywood saw the power of new directors- Lucas, Speilberg- who, because of the failing studio system, were allowed free range to construct a "new" audience for cinema. That audience was young adults- mainly 18-30- looking for new ideas and new ways of presenting film. At the same time, developments in projection and sound lead to new cinemas being opened on out of town sites that were better geared to serving the expectations of the audience for sharper images, immersive sound, better refreshments, better seating.
The evolution of the multi-screen cinema films could be cycled through more speedily and not block release of new films whilst playing to half- empty screenings. they offer greater choice- films for children and adults could be offered to cater for all audience needs. The merger with TV companies saw films get to TV quicker creating demand for products; the emergence of video and DVD and Blu-ray meant films could be sold for showing at home within months of their release and at far greater profit than showing in the cinema. Satellite and cable TV subscriptions saw TV companies offering more money for quicker access to films and the emergence of streaming enabled On-Demand rentals by SKY, Amazon and Netflix, etc.

The film industry blossomed post 2000. The massive financial return of old of the Rings , Harry Potter and the Marvel franchise saw studios once more investing heavily in productions.
The difference from the 19602s was that the emergence of franchise films offered greater security in the ability if marketing these films and of attacking the massive audiences necessary for financial success.
The wider expansion into merchandise, computer games and DVD rental offered greater outlets and opportunities for profit.
The process of production became one of blockbuster films with a long tail in terms of returning money on investment.

Genre films retuned as the predominant product of the film industry, but by 2005 these films were becoming costlier, and more polished. they were once more manufactured on film studio lots- yet this time it was dark hum of computer studios and the use of CGI.
Post production became the coolest and most important part of film's production, sometimes taking years to complete after the initial shot. once more we have an assembly-line style that echoes the studios of the 1940s-1950s and each studio mow part of a massive conglomerate and with their own money making franchises.

• Based on disney original version, the 2016 integration has a darker tone. since 2010, disney decided on a strategy to create live action versions of its earlier animated classics. (cinderella in 2015, beauty and the beast in 2017)
• Classed as live-action the film for the most part is produced using CGI, living in whatever its creator Favereau admits is a strange-limbo world between live action and animation
• The film was based on the idea of an homage to the tone and styles of the early animated classic but was pitched in a 2016 world to the demand for ever more realistic characters. Hence, Shere Khan is darker; Baloo more layered asa character. The slapstick humour remains but it is tempted with some deeper ideas of the nature of mankind and the natural world. 

09.12.19

ZEITGEIST: spirit of the times ("the two jungle books show the ZEITGEIST of the times")

In what ways does the production of Jungle Book 2016 offer evidence of Hegel's view of zeitgeist?
The way of production of The Jungle Book in 2016 helps to offer evidence of Hegel's view of zeitgeist by making and screening a new style of film. The live action Jungle Book is a perfect example of zeitgeist times due to the change of style of film Disney produced. This shows a dramatic change in the way that society is now compared to how they were in the 60s.
How does the film address the expectations of a 2016 audience?
The Jungle Book addresses the new 2016 audience by the advancement of technology. To include an audience of all ages, the use of CGI and the use of a darker storyline helps to attract an older audience such as teenagers and adults. By using this new live action style in Disney's films it not only starts a trend of a new way of producing films and capturing a new audience, but enables Disney to tell the story again to its primary audience. Primary target market 4-12 year old boys and girls (It has been unchanged for decades). These children are also heavy-users of the brand in that they experience the thrill of rides, wear disney memorabilia, and use the brand as a source of entertainment.
Secondary target audience consists of men and women between 35-55 year olds. This segment is considered secondary because they have already experienced the original disney atmosphere.
The dramatic changes of the technological growth ranges from the change of digital cameras and how they captured a clearer and more crisp of an image, to the CGI animation that is used all throughout the film. 
How does it fit the disney brand?
All of these points fit the Disney brand by still following their values. Disney are very protective about their values and identity thus can be down to the fact that so many families are very reliable of the brand and can trust their quality and products. Essentially, the brand values is to make magical experiences come alive, and to create happiness via these experiences. 

NEW FILM. NEW DEMOGRAPHIC 
The animal characters were deliberately created with a realistic look, and not in a cute and cuddly cartoon-style as with the original animated Jungle Book film, in order to target older moviegoers. Additionally, the movie was targeted towards teenagers by packing the first trailer with scary scenes like pouncing panthers, snarling tigers, and stampeding buffalo. The idea was to target teenagers who would then influence their younger brothers and sisters to see the film. 
Additionally, the movie was aggressively and repeatedly pitched to male audiences Commercials on ESPN created the perception that the Jungle Book movie was not coming from the studio that made Cinderella but who made Pirates of the Caribbean series. An extended 3D trailer for the Jungle Book was played during the showing of Star Wars: The Force Awakens, of which the audience was mainly male. Disney also rolled out an action- packed trailer during the super bowl. 
Additionally, Disney's marketers targeted the Hispanic audience by teaming with Univision, the American Spanish- language Tv network, for a five week stint that brought the Jungle Book characters and clips to various shows and sports telecasts. 

The baby boomer category of 45-55 are referred to as a "boomer", in 2016 made up 15% of the total population. 
This category is affluent, educated, and has average income of $56,500 each household, with estimated spending power of $1.1 trillion (baby boomers). This demographics' digital media usage is growing, with 80% of 35-55 year old households owning computers. The 35-55 segment is the fastest growing demographic and has the greatest growth in social technology adoption, with more female than male participation due to a greater number of stay-at-home mums. This secondary demographic uses the internet, primarily for Facebook, Twitter, Linkedln, Instagram and blogging. Emailing, Texting, and surfing the web, as a source for information and shopping, is quite popular amongst this group. 
Disney's primary and secondary target markets feel that Disney products satisfy both segments wants, needs and desired. According to Mintel, "Disney also offers a number of innovative online initiatives, including iPad applications, online games, and uses Facebook as a sales platform and an outlet to connect with their consumers. 

In 2016, Disneys primary target market contained around 26 million young children and represened app 8 1/2% of the US population.
This segment enjoys surfing the web, watching TV, playing video games. Boys and Girls in this market are trend seekers. 40% of this category are of Hispanic ethnicity, presenting marketing challenge. 
Media consumption is on the rise with Disney's primary target market of 4-12 year olds. According to Mintel, the younger and older half of the primary target market being exposed to an increasing amount of digital media. Although digital media usage is more prevalent amongst 9-12 year olds, the younger half of the segment still engages in digital media usage, but to a lesser extent.

Disney is everywhere, over the years they've crept into more and more places, thanks in large part to billions of dollars of acquisitions of already famous brands. Some disney fans view this as a great thing. After all, more brands within the Disney family can mean more awesome theme park rides and attractions. Or it can mean more money behind the cool things that you love, to make them even cooler. But there are also Disney detractions out there who view the Disney-fication of things as a dumbing down or as an edge-softening of a brand like VICE that had previously had some grit.
Disney is an example of both vertical and horizontal integration/ expansion. The move into TV in the 1950's took the company into sympathetic areas, using its vast studio assets in the making of TV shows and them controlling the broadcast platforms for viewing them. The move into theme parks, hotel and airlines, enabled efficient exploitation of the Disney brand established by its animations. The rapid acquisition of rival studios and TV channels has further strengthened Disney's grip on the output of the current mass media culture. Its hard to avoid making money for Mikey. 


HOMEWORK:

Explain the impact of digitalisation on film production, distribution and consumption.

Digitalisation has a huge impact on film production, distribution and consumption. The growth in technology enabled film companies to expand their ideas and to create new styles of film. The jungle book (1967) was one of those films who got to experience a whole new technological advancement. 
Photochemical film making has been the main film making process for over 100 years, however, within the last 30 years, digital film making has begun to make it's way on to the scene and is constantly improving. What was different when making the Jungle book was that JB used xerography (rather like photocopying), copying the animator's drawings onto a light light-sensitive aluminium plate and then onto cels, unlike the old, painstaking hand-inking process, tracing them from paper drawings. The animators had to draw using thick black lines, as delicate ones couldn't be picked up by the copier, and it effected the final art style by creating rougher, sharper lines but generally the animators were pleased. Meanwhile, film making has become more accessible, more people have been able to create films due to the affordability of equipment and the software needed. Surround sound and being able to either legally or illegally streams. 
In terms of cameras, DSLRs have taken over movies are filmed in high-definition and actors are able to gather around the camera and watch the scene that was just filmed, noting what they can improve on whereas film cameras needed to be reloaded frequently, feedback came from their directors with no visual aid to see what they were doing and how they could improve. Editing used to be a manual job that involved physically cutting and pasting together pieces of film, using a splicer and threading the film on a machine with a viewer. Digitalisation has allowed filmmakers to work with production teams from different parts of the world. Files can now be shared and managed between multiple project groups making collaboration easier. 

MINECRAFT (2011)

L/O: TO EXPLORE MINECRAFT AND THE HISTORY OF GAMING

You can buy Minecraft Java Edition from Minecraft.net for $26.95 USD or local currency equivalent.

LOOP TASK:     

Layout: normal portrait with main character (Steve) and other animals included

Images: shows the setting and features of the game, uses bright colours and the recognisable logo

Connotations: all above links to a child friendly audience and perhaps more to a male audience. This being that the main character is a male and the whole idea of "MINING" is better suited with males than females

Representations: all the above represent to a child friendly game that can be played by all and that can learn skills from 

2015

WHAT ARE THE DIFFERENT TYPES OF GAMES YOU CAN GET AND HOW DO THEY DIFFER?

• Action
• Action-adventure
• Adventure
• Role-playing
• Simulation
• Strategy 
• Sports
• Puzzle

They all differ due to the genres of the games and the audiences that play them

WHICH ARE THE MAIN GAME COMPANIES? (consoles and game producers)

• Ubisoft
• Nintendo
• King
• Apple
• Electronic Arts
• Sony
• Microsoft 

WHAT ARE THE MAIN PLATFORMS?

• PC
• Home console
• Handheld
• Arcade
• Web browser
• Mobile
• VR
• Blockchain

WHEN WAS IT RELEASED, WHO DESIGNED IT AND WHICH COMPANY PRODUCED IT?

17 May 2009, created by Swedish developer Markus Persson and was released by Mojang in 2011

WHAT IS THE IDEA OF THE GAME?

Minecraft is a 3D sandbox game that has no specific goals to accomplish, allowing players a large amount of freedom in choosing how to play the game. However, there is an achievement system. Gameplay is in the first-person perspective by default, but players have the option for third-person perspective.

WHO WAS THE TARGET AUDIENCE?

Minecraft has a wide appeal, but primarily targeted towards 5 to 15 year olds.

HOW HAS IT DEVELOPED?

It was never planned to be made into such a popular and server/mob orientated game, but was developed and first called ‘Cave Game’. Quite literally because it was a game orientating around breaking blocks and making… well, caves.

WHO OWNS IT NOW?

Was purchased by Microsoft in 2014. 

L/O: TO ANALYSE THE FORMAT AND INDUSTRY BODIES LINKED TO MINECRAFT

Mojang: a Swedish based software house formed specifically to develop and publish Minecraft and was originally funded by money made from a developmental version published in 2009.

At the time and three years after its launch Mojang covered everything concerning Minecraft from further software development through to promotion, marketing and direct distribution through Minecraft.net

Sale to Microsoft: in 2014 Mojang and Minecraft was acquired by Microsoft for over $2 billion, the figure implies the perceived value of the brand and the manner in which its future development was seen. The game sold direct to subscribers for $20 with non further add-on costs. The game had sold over almost 80 million copies at the time of the takeover, in 2018 the figure stands at 160 million.

Microsoft takeover: Minecraft inspired videos were key in the early marketing of the game by Mojang, swiftly gaining in popularity on Youtube and generating viral hype about the game. The game was marketed as an online version of Lego. The block cell graphics and its well publicised 'maverick' origins created interest and made the game far more desirable in appearing to be outisde the direction and creative control of major distributors. By 2012 there were millions of Youtube videos around the game - parodies, instructional screen grabs, walkthroughts etc. That such impact came without a major studio backing enhanced the reputation and standing of the game and of Mojang. Mojang grasped the potential of influencer marketing. In selling to Microsoft both Mojang and Microsoft risked the loss of the 'indie' attractions of Minecraft.

Inside Microsoft’s Quest To Turn Minecraft Content Into A Business

https://www.fastcompany.com/40561114/how-microsofts-marketplace-is-monetizing-the-minecraft-ecosystem  

• Microsoft wanted to discuss an official marketplace for Minecraft creations, which would allow groups like Noxcrew to sell their work directly to players. The founders of Noxcrew now make Minecraft content full-time, with help from 15 paid contractors.
• Ten months after launching the Marketplace, Microsoft touts plenty of individual success stories like the 16-year-old boy who’s paying for college with his Minecraft creations.
• Microsoft has paid out more than $7 million to 45 Marketplace creators since June 2017, people have downloaded Marketplace content more than 25 million times.
• A booming business has emerged around Minecraft servers, which can host lots of online players, offer meticulously crafted environments, and provide items and abilities beyond what’s in the standard game, many of the largest servers sell new items and upgrades for real money.
• Last summer Microsoft started carving out a piece of the business for itself. Players can now access a few partner servers from a list that appears inside the game, and can use Microsoft’s Minecoins currency–purchased with real money–to buy items within those servers.

HOW HAS MINECRAFT EVOLVED AS A BRAND?

Mojang was made specifically to develop and publish Minecraft and was originally funded by money made from developmental version published in 2009. Microsoft in 2014 bought Minecraft for $2 billion. This meant that Microsoft saw potential in the Minecraft and implied the manner in which its future development was seen.

TO WHAT EXTENT DID MOJANG EXPLOIT ITS UNIQUE BRAND IDENTITY TO CONSTRUCT A CLEAR AND CONSISTENT AUDIENCE?

Mojang used marketing techniques such as making the price of the game half of what any other game was at the time and also didn't include ad on prices that would have to have been paid to go further in the game. They didn't use any marketing techniques such as posters or merchandise to advertise the game. Instead they would use game clips from their users on YouTube to promote the game.

IN WHAT WAYS HAS THE OWNERSHIP OF MINECRAFT CHANGED THIS RELATIONSHIP?

When Microsoft bought Minecraft audiences were worried that the game play would be different and rumours started that people would have to start buying ad ons through the game making it a game that was like any other at that time. It risked that initial loss of an "indie" audience which was the primary audience for Minecraft.

IN WHAT WAYS DOES THE EVOLUTION OF THE GAME INDICATE THE PRACTISE OF MODERN MEDIA INSTITUTIONS?

Having paid $2 billion, Microsoft had to 'monetise" Minecraft. The game risk alienating a further section of the Minecraft fan base. Having the game on all types of consoles and PCs it allowed a new type of audience to be able to play the game with a cheaper cost of full purchase of the game. Microsoft bought Minecraft because of the potential it had, not because of the development part of the game that it had.

L/O: TO ANALYSE THE AUDIENCE PROFILE AND APPEALS

Minecraft target audience is wide, encompassing gamers from 8-50. It is one that is widely diverse, as it is one that includes the 8-12 year olds that are still children and the older demographic. These children/young adult segments are often considered primary because they are often the most excited for the game. MINECRAFT PROVIDES ESCAPISM.

Minecraft's success

Industry:

It references a pre-existing property (Lego)

It targets two discrete primary audiences (children/adult)

It applies both nostalgia/excitement of new media

It relies on the prevalence of high tech platforms. 

Audience:

Escapism, social interaction

Challenge negative gamer stereotypes

Postmodern narrative experience

Audience task:

View Moana Minecraft trailer twice:

1) First viewing gather wider ideas of purpose/function

2) Second viewing make detailed notes

Personal Identity- When the audience creates a character online or connects with a character in the game

Information- When the audience finds out information about the world/game play

Entertainment- Whether the audience are entertained or not

Social interaction- Whether you can chat/ play with other gamers or when you talk to friends/ peers about the game

EXPLAIN THER APPEAL OF MINECRAFT FOR THE TARGET AUDIENCE

Minecraft attracts a primary audience of 8-12 year olds. There are still children and adults that play the game however, the main target audience consists of 8-12 year olds due to the children amongst this group often getting excited about the game and updates. The features of Minecraft allow lots of social interaction whether it be whilst playing the game or chatting to friends outside of the Minecraft world. Joining each others servers to play in the same world and to chat online is key for an audience of this age. The game play involves mining and killing monsters which would attract a primarily male audience and having a male character as the face of Minecraft helps the audience to have a connection to him and the game. After the java 0.0.18 version in 2009 players were able to choose a skin from a minecraft website and upload it to their files to play as their own character. This allowed the audience to show their own personal identity in the game.The element that you can build anything you want due to the sandbox game and are able to see other peoples creations. This can then be linked to creations based upon real life buildings that have been made.

HOW DOES THE TRAILER CONSTRUCT THE AUDIENCE? (CONSIDER THE MODE OF THE ADDRESS, LEXIS, MISE-EN-SCENE AND REPRESENTATIONS)

The fact that it is a Disney film helps to attract the younger audience for Minecraft. It could arguably attract more young females to the game as Moana is a Disney "Princess". The representations of the texture pack are shown well to attract the younger ages of the primary audience. These representations carry on to the children's parents as they will buy the texture pack as they know its from disney and have full trust in the conglomerate that is Disney.

HOW MIGHT THIS BE SEEN AS AN EXAMPLE OF INTERTEXTUALITY?

The cross over of the huge brand that is Disney with Minecraft is a percent example of intertextuality. Using two huge already existing products to create a texture pack on Minecraft is a great way of attracting a larger audience and more hours of gameplay.

WHAT IDEAS OF MODERN MEDIA CONVERGENCE ARE SHOWN?

L/O: TO EXPLORE THE APPEAL AND CHANGES IN THE GAME MORE FULLY

MINECRAFT AND EDUCATION?

• Immersive stem learning 
• Classroom friendly features 
• Creativity and innovation

Minecraft is educational because it enhances creativity, problem-solving, self-direction, collaboration, and other life skills. In the classroom, Minecraft complements reading, writing, math, and even history learnings. ... Both fun and educational, Minecraft is easily on our list of best video games for kids.

MINECRAFT AND VR?

Microsoft needed a new way to charge customers and players for the game as there is no additional charges once the game is purchased. What they have cleverly done is made Minecraft able to be played on a VR headset, which is what every child/ adult would want to have. 

WHAT IMPACT DID THE ACQUISITION OF MOJANG BY MICROSOFT HAVE ON MINECRAFT?

Microsoft bought Minecraft for $2.5 billion which meant that Microsoft saw a great deal of potential within the game. The game had only been around from 2009-2014 by the time Microsoft had bought the game however the response from the release of the game made it very easy for Microsoft to invest.

The obtainment of Minecraft meant that there were mixed views on what may come from the game. Rumours were that Microsoft would start to put up prices and would add additional charges to the games expansion packs or to progress further in the game. However, Microsoft knew how much the game relied on the audience feedback and this then meant that no prices were raised or added. Further on down the line when new mod packs were added you may have been charged if you wanted a specific pack but it wouldn't be a necessity to own that mod pack.

The impact that Microsoft had on the game within one year was huge. In one year they had new updates and sales that sky rocketed. They had created a "Pocket Edition" which allowed users to play the game on their phone, tablet or iPad, wii U, etc. An Education edition, which builds on the creative, problem-solving aspects of Minecraft which had made it such a popular game with young people and adults alike, launched in November 2016. Microsoft had launched "Mine-Con" which broke the Guinness world record for the largest convention for a single video game. 

To conclude Minecraft was a huge success on it's own but with the help from the huge company, Microsoft, it helped to gain so many more players through different consoles, attracting a new audience and for many other reasons. 

L/O: TO EXPLORE EXAM FOCUS AND APPLY TO CASE STUDY

AREAS TO CONSIDER:
The specialised and institutional nature of media production, distribution and circulation

• Consider how video games have developed as a medium
• It is worth considering how a simple PC Java game has become a globally successful phenomenon across all consoles and hand-held devices; Minecraft is now a multi-platform game which is not only just for PC gamers but those who own smartphones, Microsoft consoles (Xbox); Playstation 3, 4 and PS Vita; and more recently Nintendo consoles- all of which owns opens up new market of profitability and increased exposure to new and existing audiences. 

 The relationship of recent technological change and media production, distribution and circulation.

• Due to the original nature of the game, most players simply logged in to play Minecraft and didn't need a physical copy of the game. When Xbox and Ps versions were created there were often a chance to offer digital versions of the same game across Windows 10 operating system to promote the Microsoft band across home computers, a form of synergy. Users were often encouraged to download the game through the cloud servers rather than a physical copy of the game which would incur more of a cost for the institution. 
• The introduction of Minecraft Realms (2013) has tried to give the producers more control over the distribution and circulation of the game since some pro-am consumers were creating their own virtual spaces and hacks across example. 

The significant of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification 

• You could focus on the development, mojang studios, which is now owned by Microsoft, a division of the parent company, microsoft. Mojang Studios is their only first-party studio in Europe. Given the nature of the parent company and the loyal fan base of PC gamers, it was in the companys interest to invest $2.5 billion to purchase. 
• Other collaborations with gamers develop includes Tellate Games who helped develop Minecraft: Story mode in 2015

The significance of economic factors, including commercial and not for profit public funding, to media industries and their products 

• With the continued growth of video games you could focus on the marketing campaigns for games often having worldwide and simultaneous releases across each video game that was made and developed using readily available open source software within the gaming community; creating the original Minecraft using Java gave it the advantage of being a cross-platform: it will run on Windows, Mac OS X, and Linux. You can compare this to  other mainstream game the require entire teams of programmers, artists and engineers to make video games that have budgets equal or exceeding that of mainstream films.
• Minecraft has also been linked to non-profit projects such as the UNs Block by Block Project, which encourages communities around the world to redesign their neighbourhoods using Minecraft. An educational version has also been developed in 2012, which has several applications to help teach subject and develop a culture of computing programming amongst digital natives

How media organisations maintain, including through marketing, varieties of audiences nationally and globally

• The cultural impact of Minecraft is significant. The success was from word of mouth and audiences sharing their own mods and game footage across of the web forums and video sharing sites such as YouTube. Different versions of Minecraft were released to entice different audiences, moving away from creation only narratives to include story modes, spectator modes and multi-player functionally across Minecraft Realms
• Further developments included the introduction of a physical lego set to encourage younger audiences as well as merchandise opportunities and bonus content for buying more than one version of the franchise across platforms. Culturally, other developers and game studios have made intertextual references to Minecraft across games such as Runescape and The Elder Scrolls V Skyrim to name but a few; Lady Gaga, South Park and the Simpsons have also parodied Minecraft
• Minecraft the movie will be released in 2022

The regulatory framework of contemporary media in the UK and the impact of 'new' digital technologies on media regulation, including the role of individual producers

• It is regarded as being family friendly and the initial Minecraft series was rated  PEGI 7 but the later introduction of Minecraft Stories were classified higher because narratives and dialogue were being introduced. The ESRB rates Minecraft using different criteria. You could consider the impact of freely available, fan-made videos where language and content is likely to be more risqué and unregulated by such bodies
• it is also worth considering how material is accessed and played. Minecraft Realms are hosted on specialised servers by Mojang. The terms and conditions are extensive ad bring into debate issues of ownership of intellectual content and the disclaimers that now have to be issued by media industries. Most interestingly, there are stipulations by the company that they own everything created using blocks within these virtual worlds and that accreditation for worlds and structure created by fans is not guaranteed
• in 2016 a marketplace was created for communities to trade in maps, skins and texture packs

The impact of digitally convergent media platforms on media production, distribution and circulation, including individual producers

• The nature of the game and development in Java has meant that there are several rival and clones of the game Minecraft
• Indeed, when Microsoft purchased  Mojang there was a surge in clone titles for rival consoles, such as Nintendo
• One could argue that Minecraft was simply the right version of a block building game at the right time; it also highlights the importance of the emerging portable device market and capitalising on audience desires. 

L/O: TO DISCUSS AUDIENCE APPEAL AND RECEPTION

AUDIENCE:

There are many discussion points to consider when looking at audience reception and use of Minecraft

• Multiple gameplay modes are now available across several platforms now that the game is finally available across all markets on all consoles a hand-held devices
• The PC version of the game was noted for its modding scene where prosumers would alter the gameplay mechanics, change the assets and develop new skins and textures for other fans of the game to use

KEY INFORMATION:

• The game is a global and commercial success and also praised by several high profile critics and gaming institutions. The game has amassed such a following that MineCon conventions can be found all around the world and further support popularising the game. There are other conventions of the game that have proven popular, including the release of albums featuring the music of the game, produced by German sound designer Daniel "C418" Rosenfeld
• The biggest discussion point of Minecraft should be "which platform do I play?" With so many versions and formats available there was no sign of an outright console winner despite the game originating for the PC. However, in July 2017 a "cross-play" feature was developed, meaning there was less emphasis on showing brand loyalty to either console. Despite audiences possibly owning more than one device, or a console and hand-held device by the same company, there does seem to be a focus on only developing content for the newer devices
• For example, the recent Nintendo versions are not supporting on the Nintendo 2DS and 3DS, but are on the "newer" 3DS and 2DSXL and 3DSXL models. This highlights an ongoing concern about the proliferation of technology and sustainability of audiences being able to afford new consoles just to play a game (you could consider VR headsets)
• There is evidence to suggest the mobile and hand-held devices are really driving the sales of Minecraft forward. For example, the release of PS Vita version of Minecraft boosted sales of Minecraft by 79%, outselling PS3 and PS4 releases and making it the largest launch on Playstation console. The appeal is being fuelled by a new gamers who prefer hand-held devices over traditional consoles. 

FAN MADE MEDIA:

• The continued development of fan made media across social media platforms and dedicated fan sites and blogs meant that there is an active community of gamers who share a common interest linked to Minecraft. This can include groups such as the yogcast who regularly produce videos that collectively have billions of views. Future conventions are expected to take place online as the demand and attraction of the game shows no sign of deteriorating  
• Fan made clones of the game are now a ubiquitous across market place apps an various merchandise (both official and fan made) is available to purchase online. A series of books and magazines have also have also begun to appear after a deal with the Egmont group
• Further applications of the game in the fields of computing aided design (CAD) has seen a cultural impact on the education system with MinecraftEDU as well as partnerships with global charity projects such as the UN's block by block project, an ongoing social experiment to encourage audiences to improve their communities by designing utopian worlds using Minecraft. 

AREAS TO CONSIDER:

How audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste 

• Minecraft has universal appeal. It is useful to explore how such a game can appeal to different ages, genders and audiences from different social and cultural backgrounds. The variety of different modes is certainly a contributing factor to the game's success, but also the way in which audiences can control and shape their own worlds and create new identities through mods and altering textures, maps and craft kits

How media producers target, attract, reach, address and potential construct audiences

• Minecraft and subsequent versions and variations of the game offer familiar pleasures to exisitng fans along with new elements to target a wider audience. The creation of Minecraft Realms was a well-considered way to attract and encourage audiences to use the game on dedicated servers and increase subscription revenues. There already exists na established network of fans across the internet who share game footage, tutorials, mods and hacks so that gamers can get new experiences from the game

How media industries target audiences through the content and appeal of media products and through the ways in whcih they are marketed, distributed and circulated

• Initially there was little work to advertise the original version of Minecraft; it was simply word of mouth across forums that created a buzz about the game. Now that Minecraft is established and owned by a division of a conglomerate, the methods used to distributed and market the game are similar to popular mainstreams releases

The interrelationship between media technologies and patterns of consumption and response

• YouTube, Facebook and online fan communities has enabled Minecraft's audiences to have an active voice in its ongoing production through detailed feedback and commentary on modifications and beta tests. There are several niche forums that should also be investigated across the internet 

How audiences interpret the media, including how they may interpret the same media in different ways 

• There are now several formats and versions to play Minecraft, however one of the most important developments has been the introduction of "cross-play" which means players no longer need the same console to play the game together. the development of Minecraft "cross-play" is just one example which enables gamers to experience online play with other Minecraft players at the same time

How audiences interact with the media and can be actively involved in media production

• The establishment of Minecraft Marketplace is a great example of industry listening to their audiences and allowing the trade of different maps, textures and "odd ons" in a legitimate setting. The nature of the game has also allowed audiences to learn new skills, such as programming
• There are several prosumers on YouTube and across blogs who have their own dedicated channels discussing Minecraft, offering tutorials or who just want to show off their gameplay or promote their own maps

L/O: TO REVIEW KEY AREAS AND EXAM STYLE QUESTIONS

INDEPENDANT PRODUCTION:

• Video games were made by teams of productions. Markus Persson is an example of an independent designer developing a game outside of mainstream media
• He enabled the development the game from a 1st person perspective in a creative way
• He wanted the game kept for gamers and resisted takeovers highly unusual 

DEVELOPMENT:

In terms of development of gaming, need to be aware of some milestones

• Development of consoles 
• wii console first to develop user controlled plat
• rise of cloud computing and online/mobile gaming
• impact of smart phones and mobile gaming

Use of user generated, online marketing is an example of the power of collaboration. Persson's concept is an example of a media concept that developed among a game community independently of the video game industry

When the game was officially released across multiple platforms it became a franchise. Struck a deal with sony to release it on sony Xperia play, then available for android and iOS. Key feature to its success. Commercial deal with sony was significant:

• Multiple platform release increased audience interactivity 
• packaged as a njamd for wider global audience, not just gamers

DISTRIBUTION:

• Game exploited, media convergence which enabled digital distribution and global access to markets. Minecraft developed at a time when gaming went online- not just for consoles 
• Opportunities dor distributers to connect to wider non traditional gamers devices with phones and other mobile devices 
• Microsoft take over enabled game to extend its reach through offline merchandise and diversification 

MARKETING:

The games early community provided the initial growth and adoption through the power of collaboration and connecting with other users- filtering content and shaping the games development:

Make sure you are aware of the ways Microsoft marketed and synergise the brand:

• Website
• Minecraft realms 
• Social media feeds
• Marketplace 
• Youtube
• Minecraft wiki
• Fancies and forums
• Minefracts for education

AUDIENCE:

• 12-30
• Europe and North Amercian 
• Mainly male

Make sure you are aware of the audience appeals and the ways that fans interact with the brand: 

• Game mods
• Forums and fan sites
• Multiplayer games
• Minecraft realms 
• Minecraft wiki 
• Conventions 

PROLIFERATION- rapid increase in the number or amount of something.

CONVERGENT- two things come together

ADVANTAGES OF PROLIFERATION:

Control- audiences have more control, more available when they want it 

So many more ways to watch things

DISADVANTAGES OF PROLIFERATION:

Piracy is easier- bad for institutions

Costs- audiences many not be able to keep up with the latest consoles

Technology may not work properly 

Industries have less control 

EXPLAIN THE IMPACT OF DIGITALLY CONVERGENT MEDIA PLATFORMS ON VIDEO GAME PRODUCTION, DISTRIBUTION AND CONSUMPTION. REFER TO MINECRAFT TO SUPPORT YOUR ANSWER. (15)
The impact of using digitally convergent media platforms in video game products, distribution and consumption are useful in making a high earning and popular video game. The use of game play packs enable an increasingly large audience. Minecraft released a "Moana" game pack that could be bought from the Minecraft Marketplace. The fact that it is a Disney film helps to attract the younger audience for Minecraft. It could arguably attract more young females to the game as Moana is a Disney "Princess". The representations of the texture pack are shown well to attract the younger ages of the primary audience. These representations carry on to the children's parents as they will buy the texture pack as they know its from disney and have full trust in the conglomerate that is Disney.
Persson cleverly released the game unfinished to use the gamers feedback to add those features that were asked for. Minecraft's early community provided the initial growth and adoption through the power of collaboration and connecting with other users, filtering content and shaping the games development. The ways Microsoft marketed and synergised the brand was use the gamers videos from YouTube and streaming clips that would help to include the players, which is something that no video game has done before.

RADIO 1 BREAKFAST SHOW (2017 onwards)

L/O: TO RESEARCH THE BACKGROUND AND INDUSTRY BEHIND BBC RADIO 1 SHOW 

Most listened to "show" on BBC radio and forms part of BBC radio ones overall public service

What is public service broadcasting and what does this mean for the BBC?

In the United Kingdom, the term "public service broadcasting" refers to broadcasting intended for public benefit rather than to serve purely commercial interests. The communications regulator Ofcom requires that certain television and radio broadcasters fulfil certain requirements as part of their license to broadcast. BBC MISSION TO "inform, educate and entertain"

How is the BBC funded?

Its work is funded principally by an annual television licence fee which is charged to all British households, companies, and organisations using any type of equipment to receive or record live television broadcasts and iPlayer catch-up. BBC has 10 radio stations covering the whole of the UK. Each station will have a different audience, content, style and different remit.

Who are the target audience audience for BBC radio one? What are their expectations of the Breakfast show?

The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. Its target audience is 15-29 year olds and it should also provide some programming for younger teenagers.

Radio 1 Breakfast Show: times, presenters (NG & GJ), audience figures, regular features

Radio 1 Breakfast is a radio show that is broadcast across the UK from 6:30am to 10am, Monday to Thursday. The show is the most listened to broadcast on BBC Radio 1. It is hosted by Greg James who took over from Nick Grimshaw on 20 August 2018 as the show's 16th presenter. Grimshaw's Radio 1 show pulled back to 5.72 million listeners a week, up from 4.93 million in the third quarter.

The Radio 1 Breakfast Show now attracts 5.59m listeners 10+ (Monday-Thursday), up from 5.28m last quarter. This quarter saw 5.11million 15+ listeners (Monday-Thursday), compared to 4.88m last quarter and 5.32m last year (Greg James)

How can audiences access the Breakfast Show?

BBC Sounds app, on the radio. Only broadcast the show in the UK. Film interviews and upload them to YouTube

OWNERSHIP AND FUNDING:
The BBC radio one service license states radio ones remit is, "to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. Its target audience is 15-29yr olds and it should also provide some programming for younger teenagers. It should offer a range of new music, support emerging artists- especially from the UK- and provide a platform for live music. News, documentaries and advice campaigns should cover relevance to young adults."
Radio ones programmes should exhibit some or all of the following characteristics: high quality, original, challenging, innovative, and engaging, and it should nature UK talent. The service should deliver its remit by producing a range of programmes that expose listeners to new and sometimes challenging material they may not listen to.

GREG JAMES:

Nick stepped down after almost six years on the Breakfast Show. He has taken over Greg's drivetime show and Greg will be moving to the morning slot.

ANALYSE THE BBC RADIO ONE BREAKFAST WEBSITE. 
How is it made clear that they are fulfilling the remit to: entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. The target is 15-29 year olds.
On their website they can choice of playing different podcasts and episodes of the breakfast shows with the option to listen live, depending on what time you are on the website. This helps to attract the younger audience as they are more likely to listen on a digital device rather than a radio. The young and bright colours for the background backup that important target audience to appeal and attract to them. The top stories very much fit in with the topics that 15-29 year olds would want to be informed about. The music contemporary and fits in with the genre and style that people relate Radio One to. They use a young face to represent the Breakfast show which helps to connect to the audience.

BIG WEEKEND REVEAL BBC RADIO 1 BREAKFAST SHOW

Special features? Key talking points?

Hosts, guests and interviews?

News stories? How many are 'serious' and how many are 'celebrity' news stories?

Examples of how the show 'informs, educates and entertains':

Quotes from the show to remember:

Examples of the show being challenging, original, innovative and nurturing UK talent?

Key ways the show targets the audience? (key words only)

Fun stuff? games or quizzes?

L/O: TO RESEARCH THE HOST AND PRODUCTION PROCESS

GREG JAMES:

• 17 December 1985 (age 34)
• Nick stepped down after almost six years on the Breakfast Show. He has taken over Greg's drivetime show and Greg will be moving to the morning slot.
• While at university, he presented several shows on the students' union radio station Livewire 1350AM, becoming the station manager in 2006. He later said that being station manager was a job he did not enjoyJames joined BBC Radio 1 in June 2007, to present Early Breakfast on Friday, and cover for the likes of Sara Cox and Vernon Kay. He presented his first show on Friday 1 June 2007, the day after graduating from university. In October 2007, he was awarded the Early Breakfast Show (4:30 am – 7 am, which was soon changed to 4 am – 6:30 am five days a week.
• On 28 February 2012, it was announced that James and Scott Mills would swap shows as of 2 April 2012, meaning James would host the drivetime show (1600-1900) from that date. James's show had a variety of recurring features including: "The 10 Minute Takeover" (Mon-Thurs 1800), "Impossible Karaoke", "Rage against the Answer Machine", "Mayor of Where", "Ask The Nation", "Wrong Uns", "What's My Age Again" prior to "The Official Chart" moving to Fridays, celebrity guests on Thursdays, and Film Reviews with reviewer Ali Plumb. 
• On 20 August 2018, James took over Radio 1 Breakfast from Nick Grimshaw. The pair switched shows, with Grimshaw taking on the Drivetime show from 4pm-7pm. It was announced by the two presenters on Grimshaw's Breakfast Show on 31 May, with Grimshaw joking “It’s time for a change, time for a new show and, most importantly, it’s going to be time for a new wake-up time... preferably around 11:30am”. Both presenters were very excited about the change, with James saying that taking over would be a “big challenge” but he was ready and willing “to give it a go”.

How does the show target its audience?
By including topics and games that the target audience would be interested in. It also has music that would stereotypically be of the genre that the audience would listen to. The news is selective and lists information that the target audience would be interested in knowing.

What is the use of language like? Formal or informal? Give clear examples.
Informal.

What sort of features does the show have?
The show includes "10 Minute Takeover", games;  "Game of Phones" and "Unpopular Opinions" and quizzes; "Yesterdays Quiz". 

What prior knowledge are they expecting the audience to have e.g. are they assuming that the audience would know certain celebs are?

The format of the show and to expect the celebrities and artists mentioned. The songs in the playlists are chosen based upon the audiences interests.  

Explain, with specific examples, how your chosen episode meets the criteria that a typical episode should hit. Explain how it appeals to its target audience. 
The chosen episode meets the criteria that the breakfast show should hit. The high quality and original content helps to appeal to the target audience and the chosen playlists help to promote the UK talent and to bring the UK to the world and the world to the UK. The original and thought out games are an important part of the breakfast show as they help to include and bring in that initial target audience. The wide mix of music, information and entertainment all play a part in intriguing and attracting that initial and important target audience. The non challenging content could relate back to the younger side of the target audience and in that time of day is prime for younger listeners due to the school run or off to work. 

L/O: TO EXPLORE THE DISTRIBUTION OF THE SHOW


L/O: TO EXPLORE THE INDUSTRY REGULATIONS AND RATINGS
INFORM
Big weekend lineup
New/ upcoming artists

EDUCATE
News updates every 30 mins

ENTERTAIN
Music
Games
Regular features
Social media

RAJAR:
Radio Joint Audience Research Limited was established in 1992 to operate a single audience measurement system for the radio industry in the United Kingdom. RAJAR is jointly owned by the BBC and RadioCentre.

BBC News 7th February 2019:

• More than 230,000 extra listeners have been tuning into Radio 1 Breakfast Show since Greg James took over from Nick Grimshaw.
  According to industry body Rajar, his reach in the last three months of 2018 was 5.1 million - up on the 4.8 million recorded between July and September
  However, Radio 1 as a whole went down: the station dropped from 9.6 million in the third quarter of 2018 to 9.37 million in the fourth. 
  
  
  Current stats: 8,790,000 listeners in December 2019, shows that radio listening is declining.
  
  
  Exam style question: Radio listening figures are at an all time low, with the Radio 1 Breakfast Show pulling in 2 million less listeners compared to 2010. Explain the reasons why radio listenership is decreasing. Refer to a specific example in your answer.
  
  
  Hints/Tips:
  Young demographic more reliant on smart phones and pick and choose what they listen to, may use the app to listen to podcasts or Youtube to listen to key sections of the show only.
  Change of hosts (criticism etc.)
  Competition from other stations (more digital stations available)
  
  In the past 10 years, radio figures in the UK have declined, in the case of BBC Radio 1's Breakfast Show there has been a loss of 2 million viewers within this period. 
  
  
  Radio 1 & the music:
  Music is largely playlisted - what is played on daytime Radio 1 is decided by a committee, choose around 40 records each week for repeated daytime play (A-list records get 25 plays weekly, B-list 15 and C-list 8-10 plays)
  Choices partly guided by what is already popular with young people online; many older artists are not included as the network tries to keep and under 30 audience. 
  
  
  Audience interaction:
  'Mates around the table' collective presentation style and mode of address makes the audience feel as if they are part of that group of friends, talking about where they went last night or who they saw.
  Social media is one obvious way that the audience is interacting with the programme even if most of the interaction is not heard within the programme itself.