SF - EMAP Research

What was the research methodology?
The research methodology was a quantitative survey which used ideas generated from home interviews with viewers and also from desk research that allowed the company to find out how many viewers their programs were getting, whether it was through ratings or through surveys on the street on the websites of the particular channels.
‘Casual or commitment’ – what different types of consumption were identified?
With the idea of casual and committed consumption the types of consumption that had been identified were people that were loyal to the channel or the number, people who had appointed themselves viewing times, which fell under passion or active choice meaning they are committed consumers. Casual consumers are more inclined to work with passive or channel rotation methods, suggesting that the types of consumption are as content hunters, background to surfing, using youthful standby TVs and EPG rotation – electronic programme guide.
Why did the research (carried out nearly 5 years ago) see this type of TV as unique, or ‘new’?
The research saw this type of television as unique or new because it was allowing the viewer to form a relationship with the channels they were watching and these channels were become part of the fabric of the lives of the young people that were monopolising the channels at the time.
Rather than active and passive, how does the researcher define the way in which audiences use the programming?
The researcher defines the way the audiences use the programming as a method of playful exploration as well as passion, suggesting they are finding out what options are available to them with the new programming.
Why do the 16-24 bracket watch music TV?
The 16-24 bracket watch music TV as a way of overcoming boredom as over 80% of people in this bracket as there is nothing else on that they would be interested in watching.
What is ‘focused’ viewing largely attributed to?
‘Focused’ viewing is largely attributed to new releases by bands, such as when there is a new music video produced by a person’s favourite band, there will be more of a focus on viewing the new videos because they are the popular ones.
When does ‘ambient’ viewing take place?
‘Ambient’ viewing takes place when the music is playing in the background, if music is being played non-stop, whether or not the music matches the person’s mood and whether it fits a busy schedule. The most popular of these is music being on in the background as something to listen to when doing work or focussing more on something else.
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 atmosphere and when a person is sitting watching the TV with their mates after getting back from the pub or even before going out. It would also occur as a dance routine as there would be more than one person taking part. Solo consumption is more likely to take place when a person is sharing multiple types of media or when using the television to play the radio. It could also take place during a commercial beak as a quick hit as a method of enticing the viewer.
What is meant by ‘social currency’ and why might this be considered postmodern?
Social currency is a term that can be used to describe the way in which fans and consumers can be determined by a company and it can potentially be considered post- modern because of the technological advances and it also focusses on determining a consumer through their possessions and the way they advertise with phrases such as 'have you seen' and 'did you know' which helps to clarify who their consumers are.
In what way is music television seen as ‘exploratory’?
Music television is seen as exploratory as it possesses zones that anyone is able see and also seems to have a policy of allowing anyone to view what the music channels are showing without question. This exploratory idea allows the music television operators to broadcast with wide typologies so that it is possible for the companies to appeal to a wider spectrum.
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 giving people the opportunity to experience a visual media as well as the music. They also target these campaigns by using mini-movies and using them to show the consumers what they would be missing if they did not view the channels that are being offered to them.