CA2007 INTRODUCTION TO NEW MEDIA AND BROADCASTING EPISODE 9 EPILOGUE

Course Description Influential histories of communications media and technological development, focusing on the shift from analog to digital practices and cultures that began mid-century and continues to the present, the development of radio, television and new media, general program production, function and relationship between different personnel involved, including basic production of new media projects.

BACKGROUND & KEY TERMS IN TV & AUDIO PRO Oral media Written media Print media Electronic media KEY TERMS in TV Aspect ratio Framing Camera angle Camera movement Transition KEY TERMS in Audio Sound effect Foley Background music (Film) score Voice over

HISTORY & EVOLUTION OF BROADCAST MEDIA 1830s 1840s 1850s 1860s 1870s 1880s 1890s 1900s 1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s 1837 Telegraph (Morse code) 1858 Transatlantic telegraph cable 1865 Theory of invisible waves 1876 Telephone 1884 Nipkow disk (Mechanical TV) 1896 Wireless telegraph 1906 First voice on-air 1919 RCA 1920 KDKA / 1927 Electronic TV 1933 FM radio / 1936 BBC television 1953 NTSC / 1958 DARPA 1967 PAL and SECAM / 1968 ARPANET 1976 USENET 1984 Personal computing / 1986 NSFNET 1991 WWW HISTORY & EVOLUTION OF BROADCAST MEDIA THAILAND 1886 Post / Telegraph Department Navy telegraph 1913 Telegraph station 1927 Radio demonstration 1930 First radio station 1955 First TV station (CH4) 1967 First color TV (CH7) 2008 No more telegram 2014 Digital television

AMPLITUDE height of wave (dB) FREQUENCY no. of cycle of wave per second (Hz)

30-300 kHz Low Frequencies (LF) Short distance communication 300-3,000 kHz Medium Frequencies (MF) AM radio 3-30 MHz High Frequencies (HF) Police radio, amateur radio operator 30-300 MHz Very High Frequencies (VHF) FM radio, VHF television system 300-3,000 MHz Ultra High Frequencies (UHF) UHF television system, mobile phone 3,000-30,000 MHz Super High Frequencies (SHF) Satellite, microwave, military radar

Amplitude Modulation Frequency Modulation Transmit farther than FM. Less effect of signal interruption. Amplitude Modulation Frequency Modulation Hi Fidelity. Stereo multiplex.

EPISODE 3: AUDIO PRODUCTION

EPISODE 4: TELEVISION PROGRESSIVE SCANNING INTERLACED SCANNING

entertainment-based programs TELEVISION GENRES entertainment-based programs sit-com soap opera / drama series game show talk show reality show sport music show informative-based programs news documentary THINGS TO BE AWARE OF PRODUCTION ELEMENTS TV Host and Participants Shots Graphics Sound CONTENTS Concept Mood and Tone Target audience

EPISODE 5: TELEVISION PRODUCTION Two-Column Script Screenplay/Teleplay Storyboard Call Sheet TV production equipment 1. camera 2. lighting 3. audio equipment 4. switcher 5. recording materials 6. post-production editing Pre-production Production Post-production idea development Evaluation

action safe margin title safe margin

Three-Point Lighting Back Light Object Key Light Fill Light

studio production field production STUDIO FLOOR [stage + cameras + lights + microphones] STUDIO SUPPORT AREAS [dressing room, storage, etc.] CONTROL ROOM [program control + visual switcher + audio mixer] MCR (master control room) MFP EFP ENG

SUPPORTING/ SPECIALIZED CREW CAST talent, performer, actor, announcer producer director art director production manager MAIN CREW script writer / creative staff floor/stage manager property master runner costume / hair / make-up artist CREW NON- TECHNICAL camera operator / shooter lighting director technical director / switcher sound mixer / audio technician VDO / character generator operator editor SUPPORTING/ SPECIALIZED CREW TECHNICAL

EPISODE 6: STUDIO EQUIPMENT sound mixer lighting console VDO playback switcher CG console CCU prompter

“can specify the target” EPISODE 7: NEW MEDIA “can specify the target” Responsive Web Design Mobile Application (Native/Hybrid/Web app) NFC AR VR UI UX KEY TERMS SEO AdWords GDN

EPISODE 8: UI & UX DESIGN Steps to design THE STRATEGY THE SCOPE THE STRUCTURE THE SKELETON THE SURFACE

EPISODE 9: AUDIENCE MEASUREMENT Nielsen’s Measurement Techniques Diaries Household meters People-meters Portable peoplemeter (PPM) Audience Research and the Ratings Methodologies: Survey Interview Test Observation Measurement Errors Sampling error Conceptual error Nonresponse error

OVERVIEW _ Research methods _ Television ratings _ Inaccuracy in ratings

TV VIEWERSHIP LANDSCAPE Thailand has 23.9 million household with TV sets 65.7 million TV viewers (+4 years old) On average, Thai TV viewers watch 4 hours 8 minutes of TV per day

AUDIENCE RESEARCH METHODOLOGY Survey Interview Test Observation

AUDIENCE RESEARCH METHODOLOGY Survey Interview Ratings system Test Observation Ratings system Arbitron in broadcast radio. Nielsen in television and cable TV ratings (and increasingly in online audience measurement).

TV RATINGS aims to estimate the size and composition of the audience as clearly and accurately as possible. all information about audiences is meaningless without interpretation or judgments on behalf of those who gather and use this information. the core of the ratings system is a highly simplified method of counting who is in the audience for a particular television program at a particular moment. the ratings operationalize viewing by quantifying audience responses. The ratings structure essentially reduces audience viewing to a simplistic binary choice: watching or not watching. Nielsen does collect quite a bit of other information about television viewers, such as demographic details (age, gender, socioeconomic status, education, etc.)

MEASURING AUDIENCE VIEWERSHIP Nielsen measures viewing in four 15-minute time blocks. So if you have your TV set turned to a particular channel for a majority of that 15-minute time period, Nielsen counts you as having been exposed to that particular program for that quarter hour block. Use the household as the unit of analysis

Nielsen’s Measurement Techniques Diaries Household meters People-meters Portable peoplemeter (PPM)

Nielsen’s Measurement Techniques Diaries

Nielsen’s Measurement Techniques Diaries Thousands of diaries are distributed by Nielsen to generate viewing estimates in local TV markets across the country. The diary is a small paper pamphlet that records viewing of a single TV set over the course of one week. PROS: the technique provides wealth of data. CONS: the quality of information depends upon the willingness of the viewer to put in a significant amount of work to maintain an accurate snapshot of viewing within the household.

Nielsen’s Measurement Techniques Household meters

Nielsen’s Measurement Techniques Household meters The household meter is a small electronic box that sits on top of the TV and measures what channel the set is tuned to at any given moment. The box is plugged into a telephone line and the data are downloaded by Nielsen at the end of the day. PROS: it requires no human intervention to record viewing and is therefore a much more reliable tool for generating the ratings. CONS: any indication of who was in the room during viewing is missing.

Nielsen’s Measurement Techniques 3. People-meters

Nielsen’s Measurement Techniques 3. People-meters Peoplemeters are household meters with an extra remote control added. Using the remote, viewers enter a special code for themselves when they are in the room with the TV set. They press another button when they leave the room. PROS: giving Nielsen a tally of who is watching a particular program. CONS: peoplemeters have not been terribly effective at measuring the viewing behaviors of children.

Nielsen’s Measurement Techniques 4. Portable peoplemeter (PPM)

Nielsen’s Measurement Techniques 4. Portable peoplemeter (PPM) The PPM consists of a small device the size of a pager, which is worn at all times by viewers in a Nielsen household. Small inaudible tones, embedded within both television and radio programming, can be picked up by the PPM, which indicates that a person is within range of a particular media program. PROS: It is nearly completely passive, requiring little effort on behalf of viewers, and it measures media exposure both inside and outside of the household. CONS: still in the experimental stage.

Important Audience Numbers and Their Computation Number of TV HHs watching a program or station Total TV HHs Rating (R) = HUT = Share = Gross Rating Points (GRP) = R1 + R2 + R3 + ... Rn Cost Per Thousand (CPM) = Cost Per Point (CPP) = Households Using Television Total TV HHs Number of TV HHs watching a program or station HUTs Cost of Advertisement ($) x 1,000 Audience Size Cost of Advertisement (S) Audience Rating (R)

Measurement errors Sampling error Conceptual error Nonresponse error

Measurement errors Sampling error The goal of any survey is to obtain the lowest sampling error possible to be confident of the estimate that you generate. The larger you sample size, the less likely it is that your estimate will deviate from the true rating for a program.

Measurement errors 2. Conceptual error An error that results from conceptualizing the notion of television viewing in a particular way, by sampling television households instead of individual viewers.

Measurement errors 3. Nonresponse error About half of all households asked to join the Nielsen ratings survey refuse to do so. This could very quickly become a major source of bias in the Nielsen sample, because those households that agree to become part of the sample may have inherent qualities that make their members different from other viewers.

REFERENCE: Sullivan, John L. Media Audiences: Effects, Users, Institutions, and Power. Los Angeles, CA: Sage, 2013.