How Audiences can be targeted and positioned

Audience Targeting

Television producers aim to achieve the highest audience possible for certain programmes. On the other hand there are more niche programmes that are targeted at specific type of audience are not aimed at the masses. The more mainstream programming are carefully constructed so that they will draw in the largest audience possible, therefore producers have to consider the content and scheduling of there programmes. Audience targeting is where media producers adopt a strategy with the goal of developing criteria that can group people as 'a whole', the most common criteria used are:
Demographics: Age, level of education, income, ethnicity and gender.

Geography: National, region, country,

Psychographics: Personality, values, attitudes, interests, level of readiness for change and lifestyles.

Targeting the audience effectively is important because once the audience has been divided based on selected criteria, campaigns and then designed and communication channels are selected for producers to reach their intended audience effectively e.g. advertising campaigns, new TV shows.

Chat shows are programmes where producers carefully select the guests to appeal to a broad audience. One example is the Jonathan Ross Show, in one of his shows the guests were Zachary Quinto (Age 36 American Hollywood Actor), Zoe Saldana (Age 35 American Hollywood Actress), Jeremy Kyle (Age 48 English Daytime Television Show), Russell Howard (Age 33 English Comedian) and finally music guest Radiohead (a band from the 1980s). All of these factors are taken into account. By having these guests the producers of the show are trying to appeal to large demographic. By having a variety of guests on the show the producers are appealing to niche audiences as well as broader audiences. The producers have carefully selected guests from different backgrounds in the entertainment industry. Zachary Quinto and Zoe Saldana represent the Hollywood A-list international celebrities that appeal to a large demographic. Jeremy Kyle’s show is on ITV therefore viewers of the show will likely want to see him in a relaxed environment, he will attract an older demographic. Russell Howard is a comedian who targets young audiences as his humour is based around current events. Radiohead are a band that formed in 1985 therefore they will appeal to an older male demographic. There are many reasons why the audience would be interested in the guests. Zoe Saldana is an American actress, who is currently 35 years old, she shot to fame after starring in Avatar which was a huge international blockbuster and therefore made her an international star that is recognizable, she would appeal to a broad audience demographic of male & females, she would appeal to males because she has certain sex appeal (eye candy). Zachary Quinto is an American actor, who is currently 36 years old, he first became known in internationally through the American television series Heroes that was broadcast in the UK, by appearing as an iconic character in a huge franchise Zachary Quinto will appeal to a broad audience demographic. Jeremy Kyle is an English TV presenter, his reality television series is the English counterpart to the American Jerry Springer show, and his show appeals to an older audience, mainly older retired females or stay at home mums, therefore he will bring in an older audience demographic. Russell Howard is an English comedian; his television show is shown on BBC3 a channel that specifically targets a young audience, therefore Russell Howard brings in the young audience demographic. Radiohead have been active since 1985 therefore their audience demographic will be older males.

Audience Ratings

Audience measurement or ratings is where an audience is measured to find out how many people watched something. The practical measuring of audiences helps broadcasters and advertisers determine who is listening rather than just how many people are listening this broader meaning is called audience research. Audience research helps producers and advertisers to show adverts or programmes at certain times so that they are reaching the correct/ideal audience. 

Scheduling

TV producers deliberately schedule programmes at certain times, as do advertisers who position their adverts at peak times. The 4 main terrestrial TV channels have their programmes perfectly mapped out. Between 9-12 Breakfast programmes are shown to give the audience a quick update on today events with interviews with guests, This Morning on ITV also has some debates on lifestyle with guests, these morning shows are targeted at stay at home mothers and older audiences. Between 12-17:00 reality shows such as construction shows, auction shows and game shows are shown, again these programmes are targeted at mothers and older audiences. Between 17:00-21:00 Soap dramas are usually shown as this is peak time and  larger audiences will be watching. Between 21:00-23:00 more adult themed programmes are shown as it is post-watershed producers can get away with more risqué content.

Official Ratings Organisations - Organisations were formed to monitor audience ratings

BARB (Broadcasters' Audience Research Board) is an organisation that compiles audience measurement and television ratings. It was created to replace a previous system where the BBC and ITV companies compiled their own ratings. BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.

Audience Positioning

Audiences can be positioned through technical codes employed by the text. In a moving image text, the camera shots and angles are used to place the audience in a particular position. Here are some examples of shots/ angles and the meaning they can be used to create:

1. POV – Puts the audience in the perspective of a character, this type of shot is used to make the audience experience what a character is experiencing.

2. Voyeuristic Shot – This shot usually has a vignette, this is where the camera is partly covered by something (e.g. leaves) and gives the feeling that someone is being watched.  This type of shot is a convention of a horror film and can be seen in ‘Eden Lake’.

3.  Close-Up - The audience can see characters emotions by looking at their facial expressions this is used in every genre and is a general convention of film.

4. Dutch Angle - A Dutch angle is where the camera is on a slight angle and gives the feeling that something is not right about a certain situation; Dutch angles are effective because they can create an unsettling mood to the audience.

5. Low Angle and High Angle Shots – A low angle shot can be used to make a character look intimidating and the dominant character in the situation. A high angle shot can be used to make a character appear to be the most vulnerable character in a scene and therefore a victim.  

Here are some post-production (editing) techniques that can be used to create meaning:

1. Montage – A montage is where lots of different shots are accompanied by a non-diegetic soundtrack, montages are used to show a passing of time in a short/brief period, a montage can be seen in films such as; Scarface, Ghostbusters and Goodfellas. 

2. Flashback – A post-production technique where the colour palette of the film is changed to black and white or sepia as this gives a ‘vintage look’ to the flashback and makes clear to the audience of a time gone by.

3. Match Cut - A match cut is an editing technique that is used as a transition from one location to another, it involves cutting from one object to another one that is similar in shape but in another location. The editing technique creates a seamless transition from one scene to another, the meaning of this technique depends on the context of its use, one famous example of this technique is from Stanley Kubrick's '2001 A Space Odyssey' (1968) where it transitions from the dawn of man where a bone is thrown into the air into a space ship/shuttle in space. 

X-Factor Example of Audience Positioning

The two extracts that I looked at from the X-Factor auditions 2012 both have evident differences. The first audition we looked at showed Nick Buss, a 70 year old man who is immediately stereotyped a s a grumpy old man. In the introductory VT a non-diegetic soundtrack of a modern pop song is playing, Nick says “It’s just noise turn it off”, the non-diegetic soundtrack then cuts off and the ‘One Foot in the Grave’ theme tune begins to play, the editors have used this theme tune as the television show ‘One Foot in the Grave’ is about a grumpy old man and is therefore ideal to play over Nick Buss’ audition, the use of this theme tune is that it sets the tone that this is going to be a comical audition.  The editors have emphasized the diegetic sounds of Nicks grunting as this reinforces the stereotype of him being a grumpy old man. When Nick goes onto the stage the set-up is changed to multiple camera, noddy shots are used to show the judges and audiences reactions to Nick's singing, it cuts backstage to show Nick's wife who doesn't look very supportive of Nick. The diegetic sounds of the audiences reactions such as the booing, chanting and laughing are all amplified so that it makes clear to the viewers at home that Nick is a 'joke act'. The editors have chosen to show Nick swearing and complaining about the fact he does not get through, we see him singling out Tulisa whom he insists on calling 'Tulisia' as the one to blame for him not getting through.

Nick's audition contrasts with Melanie Masson's audition. When Melanie is first introduced she is represented as a typical stay at home mother who is very innocent, the VT then begins to go into Melanie's quirky personality, the non-diegetic soundtrack is the 'Bewitched' theme tune which reinforces the quirky behaviour. The audience are made to feel like Melanie is another 'joke act'. However when she comes onto the stage and begins singing she contradicts that feeling because she is actually a good singer, it cuts to a close-up of Gary's face who is looking very shocked/surprised the camera then pans down looking at each of the judges reactions, the diegetic sound of the audience cheering is almost as loud as Melanie's singing. It keeps cutting away from the action to the back-stage to show Melanie's children to give some emotional impact to the audition and empathy towards Melanie (making the audience root for Melanie to succeed). The up-beat non-diegetic soundtrack is very upbeat and positive when the judges all say "Yes". The camera does a 180 degree turn from the audience applauding to the judges who stand-up to Melanie on the stage rejoicing at the fact. The final shot is a privilege shot where we see Melanie walk away with her children. Melanie's audition is therefore more positive then Nicks and the audience have been positioned to root for Melanie.