Introduction to Media and Entertainment Industries

PART ONE Question 1. Explain the concept of ‘vertical integration’ and give an example of how this might manifest in a specific sector (Film, TV, music, journalism, advertising) of the media and entertainment industries. Vertical integration refers to the situation whereby a production company tend to have ownership of the means of production, exhibition and distribution of a particular film by the same company. In such a situation, the company receives all profits/ revenue that is generated from the content. An example of vertical integration most specifically in the film is in Warner Bros production of Harry Potter. As such, the company participated in production, distribution and the exhibition of the film. In simple terms, Warner Bros owned the entire supply chain that led to production and distribution among other related activities of Harry Potter. Sometimes vertical integration could be termed as a domination strategy that would eventually lead to high profitability levels as well as increased efficiency in terms of film production, exhibition and distribution. (Word count: 132) Question 2. Describe what a ‘media conglomeration’ is, and using examples, explain how a company such as Disney (or another of your choice) fits that definition. Media conglomeration refers to the situation whereby a media institution or group owns larger number of other companies that are involved in different types of mass media such as radio, movies, publishing, television, and the internet. Media conglomerates tend to promote policies that would help facilitate their control of markets in different parts of the world. Walt Disney represents one of the largest conglomerate in the world based on the revenue that it generates. The conglomerate has other companies such as CBS Corporation, Time Warner, Viacom and News Corporation. Through the above-mentioned companies, Walt Disney has been at a better position of diversifying into other forms of media and entertainment production as well as distribution. It is important to note that media conglomerates represent a multi-industry company within media and entertainment field. Additionally, this companies are usually large and multinational. (Word count: 140) Question 3. ‘Formatting’ is a strategy used to combat the uncertainty of audience behaviour. Choose onesector of the media and entertainment industries (Film, TV, music, journalism, advertising) and explain in 100-150 words, using an example, how formatting is used successfully to mitigate risk and reach a target audience. In the films and video production sector, the concept of formatting is usually used in coming up with content that targets specific group of consumers. Ideally, with presence of technology which has immensely transformed the media and entertainment industry, companies are quickly formatting or producing their content based on other underlying factors such as demographics and psychographic features of the targeted audience. This move works at defining the exact share of the market that companies would like to share with their content. The main advantage of such an approach is that it helps especially when it comes to mitigating risks. In fact, formatting helps companies within the media and entertainment industry get a clear picture of their perceived audience. Apple uses formatting in the content distribution business both in music and in television and films. (Word count: 135) Question 4. Describe your understanding of ‘circumscribed agency’. How is the agency of a professional worker (producer, creative etc) ‘circumscribed’ within the context of the media and entertainment industries? Circumscribed agency is basically a concept with the media and entertainment industry which indicates the choices individuals within the industry make are not their own but they are driven by influence from modern institutions as well as cultural traditions. The agency of a professional worker is circumscribed within the context of the media as well as entertainment industries in a way that he has to produce content not according to the way he or she thinks is appropriate or attractive but according to the needs of the targeted audience even if he/ she personally thinks that the audience is wrong. The concept behind circumscribed agency could also apply when institutions especially government institution regulate the type of content that should be produced and aired by various media channels. (Word count: 128) PART TWO Question 5. Objective 2: Support Queensland diverse local practitioners. The media as well as entertainment industry represents one of the fast-evolving industries with major advancement being attributed to the major improvements in technology. Additionally, high demand for quality and different varieties of content has also been part of the factors that drive immense growth of this industry. To players in this industry such as the Advance Queensland Screen Industry, they are consistently exposed to increasing competition with those who are not willing to go an extra mile as far as quality of content is concerned being left out in the race to capture audience’s interests. In this regard, supporting diverse local practitioners could be a good step towards filtering their content in such a way that it will meet local demand. The idea can also help the Queensland capture the interests other people all over the world who might be interested in such content. This objective will be achieved through securing the media and entertainment industry as society’s fundamental right. As such, Queensland should lay emphasis on the crucial role of the industry in terms of social, economic, and education progress. Queensland should apply social action theory that was developed by Meyer and Anderson. Apparently, the theory views communication interaction in terms of the intent of actors, the interpretation of receivers, and ultimately the message which is content. In this regard, meaning is not delivered through the communication process but rather developed within the message. (Word count:236) Question 6. Compare and contrast the mandates of two organisations listed below. Either: a) Triple J and Hit105 b) Australian Broadcasting Corporation and Channel 9* In your answer you should consider; the type of mandate (Commercial, non-commercial), who pays for the media, who does it serve, and how the content produced is shaped by the mandate. Use specific examples and draw on research where possible. *If you choose option b), you should focus on one aspect of the ABC or Channel 9 when referring to content examples, such as news OR television broadcasting. Australian Broadcasting Corporation and Channel 9 The Australian Broadcasting Corporation operates under non-commercial mandate whereas Channel 9 is operating under commercial mandate. As such, Australian Broadcasting Corporation has been established and guided by the aforementioned mandate to deliver education, entertainment and information based on the primary value and not profits. In fact, the produced content serves the interest of the public while at the same time adheres to tight measures from the government (Kenix, 2015). Also, the produced and broadcasted content serves to fill a void in the media production and entertainment domain. For instance, the Australian Broadcasting Corporation is a public service broadcaster that uses public funds to execute its services. Furthermore, ABC specializes mostly on news. On the other hand, Channel 9 represents a commercial free-to-air network whose main value is based on earning profits. This means that all the decisions that are made in terms of the types of content that should be aired are evaluated based on the return on investment prospects that they have. Unlike Australian Broadcasting Corporation, channel 9 tends to be less democratic in such a way that some audiences are perceived to be of more value than others (Kenix, 2015). In this regard, produced and broadcasted content will be fine-tuned to serve the interests of this type of audience. Channel 9 specializes on different types of content which is contrary to the operations and production of ABC that is mostly news. (Word count:233) Question 7. Netflix and Australian Content. Just like any other industry, the media and entertainment industry is not exempted from industry related regulations. This type of regulations come in different forms such as laws, guidelines as well as policies and seek to control what is being produced, distributed and exhibited. Conventionally, the media and entertainment industry has always had both theoretical and practical implications in different contexts such as the political, social and economic contexts. This points out on the need for development of regulations that would help control the impact of produced content. In Quinn’s (2019) article on “Great ideas to save Oz film and TV, but government just isn't listening” the government is trying to regulate produced and distributed content. As such, the step involves the development of statutory laws by relevant authorities that will regulate content aired by giant media companies such as Netflix (Quinn, 2019). The move is geared towards promoting local content as well as creating economic value from the industry. The move is motivated by the media dependency theory that was developed by DeFluer and Ball-Rokeach which indicates that audiences tend to rely on media information for the sole purpose of meeting their needs and reaching goals (Ho, Liao, & Rosenthal, 2015). In addition, social institutions as well as media systems interact with their target audiences with the goal of creating interests, needs, and motives among the people. In this regard, such regulations control the type of content produced by identifying the interests, motives and needs of the Australian population. (Word count: 250) Question 8. Rapid changes to technology and digitisation have changed the way we advertise to audiences. Branded entertainment is designed to engage rather than interrupt. Using your knowledge and understanding of technological change and digital disruption, evaluate the branded entertainment video ‘Beyond Money’ in 200-250 words. Technological change as well as digital disruption has led to immense economic growth in terms of content that different creators produced. At the same time, this content has also been used in other fields such as advertising. From a theoretical point of view frameworks such as such as the agenda-setting theory have used effectively in pushing messages in advertisements to the relevant audiences (AKPAN, 2017). As far as the branded entertainment video ‘Beyond Money’ is concerned, the advertisement appears to be both effective and engaging due to its ability to connect people within the targeted market audience, creating a sense of belonging or community, build relationships, inform and educate, influence decisions and entertaining. The branded content targets millennials. Apparently, it uses a story to pass the message or create awareness on ‘Beyond Money.’ With the power and provisions of social media platforms and the internet the branded campaign tries to persuade an audience that have different thought about financial institutions and their operations. The concept of sharing a story represents an authentic way of connecting the millennial audience and reinforcing the presented information. Through the branded video audiences tend to effectively relate with the story and at some point be emotionally attached to the characters in the video. This triggers feelings of attachment that will ultimately lead to brand loyalty. Notably, technology provides the platform for such content to reach targeted audience. (Word count:232)