EMAP Research-Jamie Craig

What was the research methodology?A quantitative survey which used ideas from personal questionnaires from the audience and from desk research that meant they could put all their results together to find out their viewing figures and ratings.

‘Casual or commitment’ – what different types of consumption were identified?From casual and committed consumption, the types of consumption identified were those who are passive, not really watching for a purpose or rotating channels using tv guides or by flicking the channels; the other type is active consumption, where the viewers consumes the product for a purpose, their time infront of the screen was already accounted for, usually these viewers are loyal to the programme or the channel. These are identified as Passive and Active choice.
Why did the research (carried out nearly 5 years ago) see this type of TV as unique, or ‘new’?This is because it was the first time a television text was seen to form a link between the channels and the viewer. They became part of young people’s lives, potentially able to take over the CD charts.
Rather than active and passive, how does the researcher define the way in which audiences use the programming?The researcher refers to “playful exploration” and viewing “passion”, this is also referred to as Active and Passive.

Why do the 16-24 bracket watch music TV?The 16-24 bracket watch music TV at a large amount of their viewing time. In an interview, 80% of the people asked said they watch Music TV as there is nothing else they like to watch.
What is ‘focused’ viewing largely attributed to?‘Focused’ viewing is linked to new releases by bands, such as when there is a new music video produced by a person’s favourite band. Often young audiences will be focussed on a video so that they have what is known as social currency, the ability to talk about the latest clothing/dances/music etc.
When does ‘ambient’ viewing take place?‘Ambient’ viewing takes place when the audiences is not paying full attention to the music channel, the television is left playing in the background whilst the person does something else, like getting ready to go out etc.
Give some examples of when communal and solo consumption would take place.Communal consumption would take place when in a group with friends such as in a group scene and when a person is concentrating on other things and when friends have come home or about to go out. Some friends like to think up new dance routines to songs the video would play on TV whilst they worked it out, initially this would be focussed viewing. Solo consumption is more likely to take place when a person is using the television to play the radio. It could also take place during an ad break to use the time for entertainment.
What is meant by ‘social currency’ and why might this be considered postmodern?Social currency is a link between who you are and why you are. Many people are influenced by their music videos that they watch, this often affects their dress sense and their possessions. Often, the ability to be able to talk “in the know” about the latest artists/outfits etc is known as social currency, something to talk about. This is considered post modern as many companies can use these ideas to find out what you are like.How are advertisers suggested to target their campaigns to these different ‘modes’ of consumption?It is suggested that advertisers target their campaigns to the different modes of consumption by adding a visual text to the music to the music. They also target these campaigns by using mini-movies to advertise the music channels and their products.