1. Pop Quiz: History of Channel 4 1.When did the channel first broadcast? Nov 1982 2.Who owns Channel 4? Self-funded commercially. 3.What was the first show? Countdown 4.Who presented this? Richard Whiteley 5.What breakfast show was launched in 1992? The Big Breakfast 6.What was Channel 4’s flagship soap called? Brookside. 7.What film did Channel 4’s FilmFour back in 1995? Four Weddings and a Funeral 8.What reality quiz show was first shown by Channel 4? 9.Name 2 other channels that are part of this institution. FilmFour, E4, More4, 4Music, 4D. 10.When was 4OD launched? Nov 2006

2. Key Concepts: Audience We are learning to: Gain an understanding of how audiences are classified. Highlight the readership for different print-based media.

3. Key Words Core audience: the main audience of a media text Demographic: measurement of the population in terms of age, religion, income, ethnicity and gender. ABCe Unique Users figure: tells you how many people visit a magazine’s website in a month. Index: the National Readership Survey interviews approximately 30,000 people a year about their reading habits. From this an index is compiled. Figures over 100 show that readers are ‘more likely’ than non-readers to fit a certain profile.

4. Media Consumption Viewers Readers Listeners Who are ‘the audience’?

5. Why is this important? A media product can’t exist without an audience. Media producers need to know that there is an audience out there and they spend a great deal of time and money finding out who there audience is. Whenever a new product is pitched, it needs to be researched and aimed at a specific target audience (the intended audience).

6. How do they ‘target’ people? Initially, people can be categorised into different groups by … – Age – Gender – Ethnicity – Occupation and income – Education and lifestyle choices – Attitudes – Political persuasions

7. Following that … they use a Social Grade Classification According to the National Readership Survey, audiences can be categorised according to their occupation and income. This classification groups people according to their social status and the amount of money that they earn. Whenever we look at the readership of a piece of media, they use these bands to identify their main audience.

8. Social GradeSocial Status Chief income earner’s professions A Upper middle class Higher managerial, administrative or professional. Doctors and lawyers. B Middle class Intermediate managerial, administrative or professional. Managers and teachers. C1 Lower middle class Non-manual workers. Office workers. C2 Skilled working class Skilled manual workers. Plumbers and electricians. D Working class Semi-skilled and unskilled manual workers. Shop assistants, farm and building site labourers. E Unemployed/receiving benefits Casual workers (not in regular employment). Pensioners and others who depend on the state for their income.

9. So, who are the typical readers? Take a look at the reader profiles from the ‘Newspaper Marketing Agency’. 1.Which is the most popular paper with men aged 50+? 2.Which newspaper has the highest daily circulation? 3.Which newspaper has the least estimated readers? 4.What kind of person is most likely to buy or read each one? List their class code and a brief description of their age and occupation.

10. Reverse it, they use us but how do we use them? Why do audiences ‘use’ media texts? In the 1970’s, media theorists Blumler and Katz presented their model of audience uses and gratifications, declaring that there were 6 main reasons why audiences consume media texts. What can you think they might be?

11. Blumler and Katz: Audience Uses and Gratifications 1.To be informed and educated. 2.In order to identify with characters and situations. 3.To be entertained. 4.To enable themselves to socially interact with others (by watching, listening or reading together or through discussion of what they’d seen, read or heard) – this can also be referred to as ‘the water- cooler moment’. 5.To escape from their daily troubles and woes. 6.Gratification – the opportunity to feel good about themselves. Which media do you use for each of these? Can you think of an example for every one?

12. Independent Task Think of one magazine or newspaper that you or your family read. Research the following: – Readership – Sales figures – Daily circulation – Reader figures – Typical reader age – Typical reader class description What uses and gratifications would you get from this media? www.ipcmedia.com http://www.bauermedia.co.uk/ www.mediauk.com www.abc.org.uk

13. Media Debate 1960’s – Concern in Britain over the content of film and programmes lead to the creation of the National Viewers’ and Listeners Association (similar to OFCOM now). Mary Whitehouse campaigned to ‘clean up’ British television. Lead to the ‘nine o'clock watershed’ on terrestrial channels – no explicit sex or violence before 9pm. From this has spurred OFCOM, which is also linked with the BBFC: British Board of Film Classification.

14. What does OFCOM do? Formed in 2003: regulates all broadcast output in the UK, as well as looking after telecommunications output and wireless communications e.g. mobile phone networks. Prime function is to regulate against the broadcasting of offensive material on TV or Radio e.g. Russell Brand and Jonathon Ross. It also ensures we get a wide range of TV and radio services of high quality and wide appeal. Good quality services for all to enjoy!

15. What does the BBFC do? Gives each film and video (now computer games as well) a certificate stating whether it is suitable for children or young people to watch. Also provides consumer advice. They can refuse distribution if considered inappropriate. BBFC started life as the British Board of Film Censers in 1912, changed in 1985. All symbols appear on the covers of DVDs, games and film posters. Research and create a table of the different classifications that films can be given and the symbols they use to signal them.

16. RatingSYMBOL Universal: Suitable for all viewers of all ages. Particularly suitable for young children. Parental Guidance: whether children should watch this film is for parents to decide. Suitable only for persons of 12 years and over. Suitable only for persons of 15 years and over. Suitable only for persons of 18 years and over. Contains scenes and language of an adult nature. Restricted distribution only. To be viewed only in licensed cinemas.

17. Plenary What have you learnt today? What do you think you need to work on for next lesson? If there is anything you don’t understand, what can be done to help you?