TEL T205 1st Edition Lecture 3 The One With All The Monies Continued I Economics of Media Industries Adaptation Continued A Changes in Advertising 1 Integrated Marketing 2 Ex Soccer was not aired on TV because could not integrate commercial advertising did not fit the commercial format soccer only had commercials at halftime What did change was integrated marketing advertising in the content is becoming more effective than commercials soccer is getting more air time in America 3 Ex Baseball Greenscreens advertising while the game is going on can air different ads on it for different networks 4 B Monotizing in game advertisements 5 Changes in content due to adaptations in the media economic model changes in advertising Selling to known consumers is increasing 1 A known consumers is worth more than an unknown consumers 2 Elevates the importance of niche content a If you know the niche content consumers are interested in you know the consumer better C b Selling known consumer to the advertiser Importance of generating more revenue streams D 1 Ex Think what merchandise do I want to sell how do I incorporate it into a TV show or movie example leggo movie Importance of Reducing Risk 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 1 Guarantee distribution of content 2 Less risk of making an expensive TV series if distribution agreements have been made II Final Take Away From Media Technology A Increased efficiency vs paradigm shifts 1 The changes that we think are happening are due to increased efficiency not revolutionized our thinking We have same goals desires 2 The reason we use this technology is for the same fundamental purpose s and motivations B 3 It looks a lot different but we as humans still act basedon the nature Butjust in a more efficient way Why does this matter 1 It becomes really important when thinking about how media changes us 2 It will help us understand our psychological processes if we do then we can predict how people will use new technologies which ones will be successful 3 III Technologies fulfill social psychological needs Media Ownership 2 Competing Values A Localism 1 Control Decentralized a 2 3 Many voices owners Democratic Ideals a Voice of many b Power of the people c Media gives people the power d Disseminating ideas Original Media Policy a The basis b Origination of FCC 1910 s 1920 s c Purpose airwaves could not be owned by private organization 1 Belonged to the public regulates who could broadcast over the airwaves 2 B Efficiency 1 Consolidation Control a 2 3 In the hands of the fw Capitalistic Ideals a No artificial regulations b Free market Telecom Act of 1996 a C The localized more frequency license more voices Ownership rule b Elimination of regulation onownership Seen a movement away from localism to efficiency 1 D Media consolidation mergers a Time Warner b National amusement c Comcast d Newscorp e Disney Cross Ownership Control 1 Types of Consolidation a Horizontal Across an industry ex TV ownership of lots of TV stations b Vertical up and down the channel of distribution ex national amusement own theatre chain CS TV channels Radio stations publishing companies Viacom more cable networks and Paramount Pictures c Difficult for people outside those chains to get in 2 Conglomerate media companies buys companies outside the media industry E a Priority advertisement and product placement Ownership trends 1 Concern a 2 Less diversity 1 Few voices 2 Difficult of independents Benefits a More efficient b Changes in content 1 Content you may not have access to 2 Produce more quality