The ILO-forecasting the future of employment

The ILO is an arm of the United Nations charged with surveying the labour market worldwide.  In 1997 it published a seminal report on the future of emploment.  although dated now the paper was almost clairvoyant in its assessment of the impact of digital technology.

www.oit.org/public/english/bureau/inf/magazine/19/multi.htm

Creative Industries-strategic Plan

This is DCAL's strategic plan for Nothern Irelnad's Creative industries

http://www.dcalni.gov.uk/strategic_action_plan_for_creative_industries.doc

Current Controversies at the BBC

The BBC has been included in the Governments's sopending review.  This may be seen as a directive from the government to a supposedly independent organisation.  The link below gives a flavour of the controversy entailed by the freezing of the licence fee

http://www.guardian.co.uk/media/2010/oct/20/bbc-licence-fee-spending-review?utm_source=twitterfeed&utm_medium=twitter

Read this link and make conections between recent events and the BBC's political status

Working with Material

Part 3:          Crafting the Material

Objectives         

To 

explain the principlal provisions of the Communications Act 2003
recapitulate the information given previously
practice the re-purposing of information

Development

The students are re-presented with the ideas and facts met during the previous sessions. References will include:

1.      Law & the Media industry-specifically the Communications act 2003

2.      Regulation-the case of OfCom & the BBC Charter

3.      Specific Cases-Broadcasting to children & broadcasting for Children

4.      TV Funding-the BBC

5.      TV Funding –ITV

6.      Audiences-young people

Session delivery

3 Steps:

The session will begin with students becoming familiar with the concepts of law and regulation. 

                    I.      Students summarise the concepts of law and the main ideas of the Communications act 2003

                 II.      Students recap the concept of Regulation

               III.      Students view Open University sketch from the Ronnie Barker sketch.

 Watch the sketch at the link below and think how you might create a sketch in the same vein

http://www.youtube.com/watch?v=qFLOHu8Ozm8&feature=related

Ownership of the media

The ownership of media organisations is highly contentious issue.  It touches on many aspects of political and economic life.  The link from the Guardian newspaper gives a flavour of the highly charged battle that rages over the ownership of media organisations
http://www.guardian.co.uk/news/datablog/2010/oct/11/rupert-murdoch-bskyb-takeover

Measuring Audiences

Audience Measurement

For any broadcaster to know their costs they need some idea of how many people are viewing their channel.  Organisations such as BARB undertake audience measurement for all the broadcasters. 

http://www.barb.co.uk/report/monthlyViewing?period%5B%5D=20100801&button_submit=View+Figures

The Methodology which  BARB arrives at these figures in given in the link below
http://www.barb.co.uk/about/academic?_s=3

Funding ITV

This is a rather more complex affair.  ITV’s income is derived from selling airtime to advertisers.  Therefore it is mainly interested in people who need or want to buy goods and services.  So ITV is interested in who watches what and when.  The BBC is also interested but for different reasons.  ITV segments its audience in various ways but all the segments relate to advertisers interests

http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/CPTsbyAudience.ppt

The Chart   ITV 1 Network Annual CPTs by Audience demonstrates a number of things.  These include:

1.      That to understand commercial broadcasting you have to get to grips with the concept of segmentation

2.      This segmentation of the audience is not natural but devised for the benefit of advertisers

3.      That advertisers use television to reach large numbers of viewers and very interested in the cost per thousand viewer (CPT)

4.      This segmentation of the audience will also influence the programmes that are made. 

5.      Some audiences are more valuable than others

6.      Some audiences are more difficult to reach than others

Have a look at the chart from Pearl & Dean the Cinema advertising company and compare it with the previous chart from ITV.  Who finds it easier to reach you.

http://business.pearlanddean.com/research/touchpoints_cinema.html