UNDERSTANDING TELEVISION

ESSENTIAL QUESTION

How do many viewers consume TV?

HOW DO YOU WATCH TV?

Currently the average person spends a little over 4 hours a day watching TV

Over a 65 year life span, 9 years of one’s life is spent watching TV

99% of homes have at least one TV. 50% pay for cable

There are an average of 2.24 TVs in each household

HOW DO YOU WATCH TV?

Cable The average cable consumer watches only six

channels The average cost of cable is $50 per month Cable monopolies

Bundling—cable, Internet, phone Satellite vs. digital cable Service in “your” area—associations Access to movies, sports, etc.

Cable vs. Public TV: Why does it matter?

HOW DO YOU WATCH TV?

Online/DVR/DVD Consumer is in control Throws ratings Mass consumption in a short period of time

How does this affect the power the advertiser? What affects have we already discussed?

NIELSEN RATINGS

HOW IT WORKS… Nielson measures over 40% of the world’s TV

viewing habits Measures not quality of show but quantity of

viewers Two types of meters

Set meters—capture what channel is being tuned automatically in the TV itself

People Meters—gather information about who is watching in addition to the channel tuned-often key candidates are selected

Paper diaries—collect viewing information from sample homes in many television markets

NIELSEN RATINGS

With the changing ways of television viewing, how might this complicate this rating system?

What other tracking systems exist? Viggle?

NIELSEN RATINGS: TOP RATED SHOWS OVER THE YEARS

1952: I Love Lucy 1967: Andy Griffith Show 1971-1975: All in the Family 1985-1990: The Cosby Show 1991-1994: 60 Minutes 2001: Friends 2003-2011: American Idol 2012: ??

Sunday Night Football

ESSENTIAL QUESTION #2

What are the strategies of programming?

STRATEGIES OF PROGRAMMINGThese are the strategies used by networks to gain ratings.

PRIME TIME

The time when there are more people watching TV than at any other time of the day. 8-11:00 pm on Mon-Sat and from 7-11:00 pm on Sun.Eastern/Pacific

BLOCK PROGRAMMING

The running of similar shows to hold the same audience as long as possible.

Audience flowThe carry-over of an audience

from one program to another on the same channel.Running Criminal Minds and CSI back to back.

Watching Lost and then staying for VComedy block on NBC Thursday nights

BLUNTING

A scheduling ruse designed to prevent a large audience from tuning into a competing network program by offering a similar program.Grey’s Anatomy and ER airing at the

same time on different networks.Criminal Minds and Law and Order:

SVU also air at the same time on different networks

BRIDGE

A form of blunting whereby, for example, a network will schedule a big mini-series at 8:00 pm to offset a big movie that will start at 9:00 on another network.Many shows end at 9:01 or 9:06

instead of 9:00 so that viewers will stay tuned for a few extra minutes and may not want to tune into a show on another channel which has already begun

COUNTER-PROGRAMMING

Tackling a highly-rated program on another network by scheduling a completely different program to deliver a different kind of material to the audience.Drama on one network and

comedy on anotherLost vs. Glee

HAMMOCK

The time period between two successful programs, where a new show can be introduced and guaranteed a sizable audience.NBC’s use of Friends and Seinfeld

to introduce new shows…not always successfully…

HBO schedules the lesser known Hung between the successful True Blood and Entourage

ESSENTIAL QUESTION #3

What are the four variables of target marketing, and how are they used?

USING TARGET MARKETS TO GAIN VIEWERS AND ADVERTISERS

TARGET MARKET

Selecting a segment of the market (consumers) that behave in the same way or have similar needs.

The Variables Used for Segmentation Demographic Variables—who you are Geographic Variables—where you live Psychographic Variables—what you enjoy/how

you live Behavioral Variables—how you watch

DEMOGRAPHIC VARIABLES Age Gender Income/Socioeconomic Status (SES) Occupation Education Religion Nationality Race Family size

GEOGRAPHIC VARIABLE

Region of the world or country Country or city size Climate Example: MN Bound

PSYCHOGRAPHIC VARIABLES

Personality Life Style Values Attitude

BEHAVIORAL VARIABLES Benefit Sought

Entertainment Informative

Product Usage Rate Serial show vs. episode independent

Brand Loyalty Network Actors Creators

Product End Use One-time viewing or long-term

Decision Making Previews Reviews

HOW DO NETWORKS USE TARGET MARKETS TO CREATE SHOWS AND DRAW ADVERTISERS?

EXAMPLE: FOOTBALL Who watches football?

Demographic Geographic Psychographic Behavioral

What products are advertised to football viewers? Cialis Beer Johnsonville brats/sausage Trucks

ESSENTIAL QUESTION #4

Why do stereotypes exist on TV, and how do they affect viewers?

STEREOTYPES AND GENERALIZATIONS IN TELEVISION

STEREOTYPING ON TV

Why do most stereotypes exist? Think back to the working class buffoon article!

Why is TV so effective at teaching and/or perpetuating stereotypes?

STEREOTYPING ON TV Stereotypes are abundant in all forms of

media, especially TV. Stereotypes allow shows to develop

characters quickly without a great deal of explanation.

Stereotypes are easily recognizable by the audience

Stereotypes relegate certain parts of society to inferior, demeaning, or harmful roles.

Stereotypes often don’t match up to an individual’s experiences and can cause confusion

HOW DOES STEREOTYPING ON TV AFFECT OUR PERCEPTIONS?