BA in Mass Communication – Research Assignment

BA in Mass Communication – Research Assignment
Ques 6- Discuss the ways in which the major television networks have tried to stop audience erosion over the years without much success. What should they do?

Things to note:

Academic Writing
10 sources
Harvard styles ref.
Important to have theories in assignment
In-text citation (paraphrase in own words)
3000 word essay

Ques6- Discuss the ways in which the major television networks have tried to stop audience erosion over the years without much success. What should they do?

– Academic Writing
– 10 sources
– Harvard styles
– Important to have theories in assignment
– In-text citation (paraphrase in own words)
– 3000 word essay

Some key points or words to include (Optional):
– Issues driven
– Strategic adopt
– Commercial strategies
– Innovative scheduling
– Converged multimedia newsroom
– Multi cultural message
– National Identity
– The digitalization of media and communication
– New newsgathering tactics
Below are for your directions to start off researching, you may or may not follow exactly everything listed here:

Before dealing with the question proper, it is imperative to identify or to acquaint oneself with the factors that lead to the drop in viewership i.e audience erosion. encountered by many TV stations

The question/ issue of audience erosion is probably the most common or prevalent issue faced by many TV stations all over the world.

Audience erosion takes place when there’s a massive drop in viewership and / or readership – significant migration to other form of media platform
– A disturbing trend – a consequence of various factors, notably the emergence of new media
– Evidence of “BBC (Public Broadcasting Service) or CNN or Fox” depending which broadcasting you intend to write about

The trend of audience erosion – specifically refers or describes the migration of specific age group – the youth generation – IT-savvy generation – views TV as an ‘old medium’ / ‘old school’
– 18- 25 age category – disillusioned with TV – the perception that TV is ‘old school’
– why TV stations are particularly concerned about the migration of this audience age group? Because they are young, and with penchant for spending and they are the very group of people sought after by the advertisers
having discussed the implications or the concept of audience erosion, the essay will also examine the strategies adopted by TV stations to address this worrying development. In the course of the discussion, the essay will make specific references to international TV stations such as BBC, CNN and the local media station, Mediacorps(Singapore local media station, previously called SBC(Singapore Broadcastng Corporation) and examine the various strategies of survival

Many TV stations grapple with this situation –
Examples of TV stations that are faced with this problem

Audience erosion is related to the arguments that TV stations lack relevance – BBC and ABC – the change in demography
In Australia – in 70s, the huge increase in Asian – in particular the Vietnamese – calling for greater ethnic voices and representation
– the pressure to provide representation of diverse cultures in the programming
While it is imperative for TV stations to be duly concerned with the issues of survival, thereby adopting ‘commercial strategies’ to ensure their viability in an increasingly commercial media landscape, the essay also argues such a move or change / steps to arrest the ‘audience erosion’ may backfire / may have long term repercussions that are harmful for the Tvstaion, in particular the audience
‘Innovative scheduling’

Discuss the problems that TV networks now faced – ‘crisis’
BBC, Mediacorps
The role of public broadcasting
Smart TV
On line
Change in programming – business, documentary, dramas
Scheduling of programmings
Youth oriented – news that are ‘light’ weight
Focus on visuals
BBC’s credibility is tarnished with the sex scandals – Jamie Saville
BBC – lacks diversity – too ‘white’ / middle class
CNNIsation of the Gulf War – CNN – reputable current affairs TV station – providing news, information
Yet they are also not free from the shackles of commercial and political influences.
Political alignment s
One significant way or attempt to stop ‘audience erosion’ – many TV stations have changed their outlook in relation to the audience – they are out to please the audience – by producing programmes that would appeal to the audiences’ tastes
However, in doing so, they are moving further away from the ideal of public service stations’ role and mission
– They are delivering audience to advertisers
– Symbiotic relationship among audience – editors/ producers – advertisers
Globalisation and the era of consumerism – TV stations, sadly this also includes public broadcasting TV stations – have become profit-driven
– Allowing themselves to be reliant on the advertising dollars – this is completely unnecessary since the bulk of funding for many national TV networks are obtained through tax payers’ money
– The tragedy of this scenario – the content suffers – quality of content suffers
– Programmes that please the audience – entertainment-based, ‘dumbing down’ of current affairs programme in favour of celebrity news,
– The balance is more tilted towards the light-weight, entertainment-based programmes – like Reality TV
– ‘populist’ – in so doing, abandoning their traditional role – new mode of populism – programmes for youth – Top of the Pop (jamileSaville)
– Brian Sewell

Allegations that TV Stations (BBC) lacks diversity
– one way of trying to sustain audienceship / viewership is to show more diversity in programmings
– controversy regarding a lack of diversity
– to dispel allegations of BBC or ABC being to ‘white’ centric – broadcasters who are non white
The role of digitalisation of TV – offering in many different platforms – connecting with the young audience – generation X and Y – they are heavy social media users
– an attempt to arrest audience erosion
– yet , it leads to further ‘downfall’ of TV networks – quality suffers/ content
– news in ‘bite’ sizes – dramatic use of visual to communicate a story

Post-modernist interview – BBC World Service – Outlook – to champion the voices of the underdogs in society / marginalised
while audience erosion is a concern, that TV stations are valid in their claims – yet they should not allow this factor alone to justify their existence, or
the other roles – education, information – objectivity in delivering news – have been side lined by the need to arrest the erosion – ratings should not be the only criteria in judging or assessing the merit of a TV station

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