The International Media System Lecture 3

Public Service Broadcasting Universal accessibility (geographic) Universal appeal (general tastes and interests) Particular attention to minorities Contribution to a sense of national identity and community and a commitment to education Distance from vested interests Direct funding and universality of payment Competition in good programming rather than for numbers Guidelines that liberate rather than restrict programme makers (Michael Tracy:1998)

Public good characteristics of communication The product is not lessened as a result of consumption or use. Fixed costs do not represent the potential for consumption Positive externalities - goods that benefit all of us. Telephone, access to information, clean air etc.

"The symbolic community projected by public service television also supports a sense of social cohesion and belonging. The groups most prone to social exclusion are old people, single parents, the unemployed and some ethnic minorities" James Curran

Citizens expectations Be informed - commercial versus public service TV Transfer of specialist knowledge, promotion of debate Public culture of shared knowledge

Media economics Stable and identifiable audience - who are the programs made for? Consumers to the products advertised - will the viewers, listeners, readers buy the products advertises.

Traditional media economics Based on audience research Statistic measurement of audience rates and shares assumptions of audience size and composition determine advertising revenue

Commercial audience research Identifies groups of consumers Identifies their preferences Media vehicles need then to "deliver audiences to advertisers, preferably nicely targeted audiences" (Balnaves, Donald & Shoemaker)

Advertising agencies - Full service-firms that offer a range of services from planning strategies, to producing advertisements and buying media space Client briefing: qualities of the product qualities of the rival products potential consumers best media to advertise it best strategy to reach the audience

Has God patented this idea of spherical mad house?

The dilemma of independent media Can media be independent when they are funded by advertising? What is the effect of this business model on the content that we see?

Public vs. private media funding Public Service Broadcasting Public good Owned by gvt./public Services the public sphere Public interest ethos Audiences as citizens Competition Private good Owned by private corporations Services market demand Profit ethos Audiences as commodities.

Media Systems - Hallin & Mancini Mediterranean or Polarized pluralist model: France Greece, Italy, Portugal, Spain Low newspaper circulation (elite), strong state intervention. Northern European or Democratic Corporatist Model: Austria, Belgium, Denmark, Finland, Germany, Netherlands, Norway, Sweden, Switzerland High newspaper circulation,strong state intervention but with protection for free-press. North Atlantic or Liberal Model: Britain, United States, Canada and Ireland Market dominated, except for strong public broadcasting in Britain and Ireland.

New media economics Audiences can control their exposure to advertisement Consumers become prosumers Fragmentation of audience New uses and new role of the TV set in the households. Less faith in the power of audience ratings

New forms of audience research Evolving uses of media require new forms of audience research that provide advertisers and media with reliable data. A2/M2: anytime, anywhere measurement New forms of conceiving audience as commodity.

Digital Piracy More than one in three of all music discs sold globally is estimated to be an illegal copy. Lawsuits against Pirate Bay and Kazaa What do artists and cultural producers think about digital piracy? The dilemma of cultural property. Difference between producing ideas and producing goods

Global media market Before - media corps had distint areas of business After deregulation and relaxation of cross-media ownership - media companies wanted to broaden and deepen their interests and the result is a wave of mergers and acquisitions.

Convergence Companies move from distinct areas of business to an all-encompassing corporation. Ex: Disney, Time, NewsCorp.

Filmed Entertainment - News Corporation 20th Century Fox 20th Century Fox Espanol 20th Century Fox Home Entertainment 20th Century Fox International 20th Century Fox Television Blue Sky Studios Fox Searchlight Pictures Fox Studios Australia Fox Studios LA Fox Studios Baja Fox Television Studios Television - News Corporation Fox Broadcasting Company Fox Sports Australia Fox Television Stations FOXTEL STAR Cable Television owned by News Corporation Fox Movie Channel Fox News Channel Fox Sports Digital Fox Sports Enterprises Fox Sports Espanol Fox Sports Net Fox Sports World FUEL FX National Geographic Channel SPEED Channel Stats, Inc Direct Broadcast & Satellite Television - News Corporation BskyB DIRECTV FOXTEL Sky Italia Magazines - News Corporation Inside Out Donna Hay News America Marketing Smart Source The Weekly Standard Gemstar Newspapers - News Corporation Australasian region Newspapers: Daily Telegraph Fiji Times Gold Coast Bulletin Herald Sun Newsphotos Newspix Newstext NT News Post Courier Sunday Herald Sun Sunday Mail Sunday Tasmanian Sunday Territorian Sunday Times The Advertiser The Australian The Courier Mail The Mercury The Sunday Mail The Sunday Telegraph Weekly Times United Kingdom region Newspapers: News International News of the World The Sun The Sunday Times The Times Times Education Supplement Times Higher Education Supplement Times Literary Supplementvan

Global news as a business Reuters AFP Global news channels - BBC World, CNN International