COMM 122 1st Edition Lecture 12Outline of Last Lecture I. Audience MeasurementII. Arithmetic of RatingsIII. Data Collection Methods IV. New Methods Gradually DevelopedV. Meter VI. People MetersVII. PPMVIII. Media MeasurementIX. Statistical Estimates not AccurateX. Sample ErrorOutline of Current Lecture I. Time-shifted ProgramsII. Intro to Regulation III. Technology that Leads to Advancements IV. New ChallengesV. Regulation and InstitutionsVI. History of Broadcasting VII. Branches of Government and the FCCCurrent LectureNetflix has access to a massive amount of networks, however HBO has more original content These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Trying to reach people that don’t want to pay for cable—pay for packages instead - Netflix: 32% of the top online video downstream sources - As streaming goes up, DVD viewing is decreasingDVR growth is pretty slow—DVR penetration still under 50% of households—15 years after it was released, VCR was over 85% - Primetime: we are doing more time-shifting- 5 years ago, 85% of primetime viewing was live- Now, only 50% is live (more time-shifting)o Nielsen releasing new ratings due to DVR (new metrics) Live Live + SD (same day) Live + 3 (within 3 days) Live + 7 (within 7 days)- Making a huge difference in the ratings (massive increases)VCR couldn’t keep track of if you watched the commercial—DVR knows if you watch through the commercials or skip through them - C3 Ratings: the number of people who see the commercials within 3 days o Standard metric in the industry—how much networks charge for advertising—how many people see the commercials o These ratings are hardly ever released o Networks include projection of how many people are going to see the program within 7 days—numbers keep rising (top 5)  The number of people seeing the programs keep increasing—networks want to get paid for the extra viewing - People skipping the commercials- Difference between C3 and C7—not that significant difference between the commercial viewing (only a little greater so they pay only up until C3)  Watching original tv series: Only 66% of viewing is on tv, 33% is on laptops and devices TiVo: packaging it and selling their data to advertisers and networks (Second by second data on audience behavior—live and time shifted programs) - CVI: Commercial Viewership Index: ad rating divided by the program ratingo 1.0= no lossTechnology is allowing new advances (Changing dramatically—hard to keep up with how the data is collected)- Nielson: second by second rating (Grabix)- 2008: more people starting to watch onlineo “TV/Internet Convergence Panel”—Nielsen said they’d measure tv viewing and internet usage in the same household - 2009: Install internet meters in entire tv sample- 2011: “Cross platform Homes”o Measures Internet use in just half of NPM panel—so we can measure exposure on different types of devices - 2013: Will include online viewing (Hulu, Amazon, Netflix, consoles) o Change definition of tv households (broadband and consoles)- 2014: Tablets and phones; broadband only households- C7 ratings instead of C3—or C30? New challenges: Online viewing, on demand, interactive TV, DVR, tablets, cellphones, out of home…- TiVo, NDS, TNS, erinMedia, Rentrak, Everstream (some provide an opportunity to measure all of the viewing in a way that you can’t do with regular television)o Promising to provide data for all set box devices (no sample error)- Nielson announced new campaign called Total it Up: working on giving you the best viewof the total audience (measure on all devices—gearing up to measure Netflix) - Samples vs. Census data from set-top boxes, BUT NO demographic data (everything you are doing is being tracked and monitored) Regulations and Institutions: - Relationships between technology and institutions influence and affect each other (both determine each other)o This relationship affects programmingRelationship us dynamic and reciprocal: Technology creates institutions Technology changes institutions (rise of mobile technology) Institutions shape/constrain technology Early history of broadcasting: technology is shaped by institutional developments - Navy took control of radio—limited the way that radio technology could be used (patent suits)—determined by external factors (WWI)- Sounds quality of AM radio: very limited bandwidth, very small - Cable—impeded by networks, FCC held it back and restricted it to protect the broadcast networkso FCC restricted cable for almost 40 years so cable didn’t develop due to regulations—it could have spread but it was restrained - P2P downloading/file sharing—RIAA, MPAA- CDs and DAT, DTV/HDTV. HD-DVD/BLU-RAY (don’t just develop, its how institutions shapethem)- Internet Radio and copyright—license fees hurt small nonprofits (had to take thousands and thousands of dollars—forced them offline)—larger institutions had regulations that affected small nonprofits Broadcast networks—stations—audiencesBroadcast networks—cable stations/ satellite—audiences Cable Satellite Networks—satellite/ cable stations—audiencesGovernment: - Executive- Judicial - Legislature o FCC (exerts jurisdiction over the system—mostly broadcast systems) Stations—audiences o May not convey that this is messy—regulation of media is complicated o Dominate media industries good at getting the media they want Regulation: - Philosophical Bases of 1934: Communications Acto Communication as commerce: Broadcasting crosses state lines—Right to regulateinterstate commercial (Congress)o Scarcity of broadcasting: not everybody that wants to broadcast, can  Limited number of electromagnetic spectrum of radio waves—fixed number of radio waves—how many broadcast stations can use the space (limited public resource)- Airwaves are a scarce resourceo Pervasive Presence Theory: because broadcasting is so widely available (Anyone can get it for free)—because it comes into our homes, government can regulate it to protect people from what they might find offensive Result: give congress control over Communication- Executive Branch and FCC: o The president nominates the commissioners of the FCC—no more than 3 from one party o Notables:  Newton Minow: sat down to give his first speech—I challenge you to sit down and watch an entire