Unit 2
- 1. Unit 2 – working in the media industry. Media sectors such as publishing, press, film, tv, radio and advertising, are typically structured into departments that all co-operate collectively to help the business run, there is a hierarchy in creative sectors; this means there will be a finance division so budgets and sales margins can be worked out which then helps the creative division who decide where and how the product gets released to a specific researched audience. Then there are also manager roles within these sectors who make creative and financial decisions depending on the role, e.g., a director in film and TV, or a producer, or even a head on editing in publishing Public service media Public service media is broadcasting, financed and controlled by the public, their goal typically is to inform and educate. PSM broadcasters are often established by law but are non-partisan, independent and run for the benefit of society as a whole, in the uk an example of a PSM broadcaster would be the BBC which is funded by the British government and is the default and main channel for across the UK. Commercial media Commercial media or broadcasting is the opposite to public service media where it is privatised and typically owned by a company or person, who makes money from the channel from advertisers, they also overlap with “cable” television which is very big in the USA where it is funded by subscriptions from audiences. An example of a commercial broadcaster would be a major channel like ITV. Independent media Independent media is any media, such as television, newspapers or Internet-based publications, that is free of influence by government or corporate interests. It may also be known as alternative media but basically independent media distinguish themselves from mainstream media, which could ne channels such as ITV or BBC, and have complete control of their censorship; alternative/independent media suggest that PMS or commercial media hold a bias towards government and such, so independent media prides itself on unbiasedness and being fair. Vertical Integration Vertical integration is when a Company owns different businesses in the same chain of production and distribution, it helps companies reduce costs and improve efficiency by decreasing transportation expenses and reducing turnaround time. However, sometimes it is more effective for a company to rely on the expertise and economies of scale of other vendors rather than be vertically integrated. A real life example would be that 20th Century Fox owns the studios in Hollywood, they also own the cinemas, the TV channels and the DVD rental shops. They own parts of chain so that they can make money from every part of it.
- 2. Horizontal integration Horizontal integration is a Company’s Ownership of several businesses of the same value. A Media Company can own a Magazine, Radio, Newspaper, Television. Almost all Media companies have horizontal integration. It helps to create more money and makes the company a lot more popular amongst consumers. Also, not all media readers prefer reading magazines. The more technology literate people will read the magazine online, so horizontal integration helps to reach a wider audience. Cross media Cross media is when content such as music, pictures, and video etc. are distributed across different mediums, the combinations can vary but most frequently the ones used are; television, newspaper/magazines, and social media’s online. Cross media is implemented for media campaigns to reach a broader audience. Multiplatform media Multiplatform media is a strategic approach where media companies are focused on making or putting together products and services with a view towards delivery and distribution of that content on not just one, but across multiple platforms. A multi-platform approach means that new ideas for content are considered in a wide range of possibilities e.g., online, mobile, interactive games etc. and not just a single delivery platform like print or linear television. Multinational media Multinational media is a company that owns and distributes content into multiple countries, an example of this would be, Liberty Global which operates between the US/Netherlands and the UK; it owns Lionsgate filmand television in the US, then All3Media and ITV plc in the UK and lastly, Ziggo TV in the Netherlands. This is also an Example of Horizontal Integration because this company focuses on Film and Television exclusively. Career opportunities in a media sector The sector I chose to focus on and break down is the radio industry. In the UK, the radio industry is a generic term for any companies or public service providers who are involved with the broadcast of radio stations or ancillary services. Radio broadcasters can be broken into at least two different groups; public service broadcasters are funded in whole or in part through public money, for example BBC is a public service broadcaster. This can be money received directly through the government, or as in the UK, through a licence fee. This is typically a TV licence that every household who uses a TV signal pays so they have access to BBC. Commercial broadcasters however, are funded through the sales of advertising spots on their radio station, for example Capital F.M. is a commercial broadcaster. Commercial stations are typically quite local to the area they are played in. The radio industry generates a lot of jobs and career opportunities in the media sector; At the top of the radio industry
- 3. structure is the job of the manager/producer who will typically decide what gets played and oversees the professional management of the station. The show host is the “talent” job in radio, this is the person who usually narrates in-between songs / advertisements and they are typically required to have a big bubbly and charismatic personality. There is also usually a co-host who will host alongside them, and lots of preparation goes in to making the radio show entertaining and info-packed in between songs, advertisements and other elements of the programme. There are also promoters, who represent the station out at events, and people who produce promotional messages about the station. Producing promotional messages usually requires some experience, as a higher -level of skill in editing digital audio files is required for promotional events. Another position is the board operator, who is usually paired with the host of the show, and this position keeps the talent on time with the commercials, facilitates the playback of recorded elements and ensures a clean broadcast of the programme. The board operator is in control of the mixing board and the control of the adverts and talking going smoothly. Ethical issues for employees in the radio sector Representations of groups, religions and individuals Within the radio sector, the editor should evaluate the script of their content without regard to race, gender, sexual orientation, religious belief, ethnic origin, citizenship, or political philosophy of the artists of songs that play / advertisers. The editor needs to take account of appropriate, inclusive and diverse representation, and should understand that the consumer and audience should see diversity and no prejudice. There are many social expectations to meet when it comes to the radio industry, as there is a demand for diversity from audiences and the private / public services that fund them. This is because radio is exposed to many different individuals nationally and it would be unfair to not be inclusive or use any immoral / harmful language and stereotypes. It is in the radio stations best interest to meet the demand of diversity. Accessibility Radio services are accessible to everyone who owns a radio, has a car with a radio in, radios are played in public in places that have a licence to play music. So, they are typically quite easily accessible due to listening to the radio being free as well. Use of language The use of language is forbidden on the radio. Broadcasting obscene content (swearing, bad language) is prohibited by law at all times of the day. Indecent and profane content are prohibited on broadcast TV and radio between 6 a.m. and 10 p.m., when there is a reasonable risk that children may be in the audience. Songs that feature swearing are bleeped. Codes of conduct
- 4. Ethical oversight - The radio aren’t influenced by outside interests or arrangements that could undermine their integrity, they report significant stories but before they do that they establish the truth, so they’re well informed when they explain it, they work hard to never intentionally mislead their audiences and make sure everything they produce is accurate. Conflicts of interests – There is a lot of conflicts of interests to consider in radio; here are the BBC’s; the risk of bringing the BBC into disrepute, the risk of bringing the BBC’s impartiality into doubt, the risk of bringing the BBC’s independence into doubt, the risk of an individual’s commercial interests, promotional work and external activities and other interests compromising the BBC’s integrity. Complaints and appeals – The radio company should have a clear understanding and process of how to handle a complaint against the radio, its staff, editorial board or management. Authorship and contributor-ship – Clear policies should be in place for requirements for authorship and contributor-ship as well as processes for managing potential disputes. Legal issues for Employees in the Radio sector. The most important laws and legal issues for the employees covering broadcast radio are those addressing libel, contempt of court and political impartiality at election times. It is very important that presenters and, in some circumstances, even guests understand the broad principles of broadcasting laws, and that station management fully understand their legal obligations and, just as importantly, what to do when there is a transgression. The induction, volunteer agreement and training should all stress that a careless slip of the tongue could result in the closure of the station. If anyone says anything which defames an individual or organisation, the presenter and the station could both be sued for libel. A successful law suit could bankrupt a station overnight. A statement is considered defamatory if it ‘unfairly damages reputation by exposing a person to hatred, contempt, shame or ridicule or makes a person likely to be avoided or shunned.’ Broadcasters must never encourage or condone criminal activity or public disorder on the radio. They also mustn’t broadcast information or convey techniques that would be of use in criminal activities or make payments to convicted criminals or anyone involved in criminal proceedings that relate to their conviction or such proceedings; this could result in the radio station being shut down. Broadcasters have to be weary of children and under eighteen year olds listening to the station; radio broadcasters must have regard to times when children are most likely to be listening (e.g. breakfast and early evening schedules), they
- 5. must take care not to broadcast material that may lead to the identification of young people involved in criminal cases, and particularly sexual offences, whether as witnesses, victims or defendants. At times when children are likely to be listening, and unless there is very strong editorial justification, radio broadcasters must avoid portrayals or discussion of alcohol, drugs, smoking and solvent abuse; violence, anti-social and dangerous behaviour; use of offensive language; issues of sex and sexuality; the occult and paranormal activity. Regarding false information, news, in whatever form, must be broadcast with impartiality and accuracy. Significant mistakes in news items must be corrected on air at the earliest appropriate opportunity. The newsreader or reporter must not express personal opinions on matters of controversy. Views and matters of fact must not be misrepresented. Programmes based upon a presenter’s personal opinion must be clearly labelled as such.