AC TV studies by Shari de Cortie

Advanced Course Television Studies 31-10-2016

Shari de Cortie 2325705 Lisanne van der Meer 2201494 Gianna Balzano 2223194 José Ramón Bolívar Gutiérrez 3144933 Woowon Kang 3145093

Index Page

Introdution

Introduction Page 3 Research Public Television Page 4 Research Commercial Television and VOD Page 6 Strategic Advice Individual Advice Shari Individual Advice Lisanne Individual Advice Woowon Individual Advice Gianna Individual Advice JosĂŠ

Page 12 Page 13 Page 14 Page 15 Page 16

Sources Page 18

This rapport has been written for the Advanced Course Television Studies. In this rapport you can find research to public television, future television, commercial television and Video on Demand. A strategic advice follows with our vision on television and the way we see it in the future. In the individual assignments all members made a television guide that is a visualisation of our vision on television.

1. Research: Public Television UNESCO (2001) describes public broadcasting: “Neither commercial nor State-controlled, public broadcasting’s only raison d’etre is public service. It is the public’s broadcasting organization; it speaks to everyone as a citizen. Public broadcasters encourage access to and participation in public life. They develop knowledge, broaden horizons and enable people to better understand themselves by better understanding the world and others.” (p. 7) NPO The Dutch public broadcasting system is different from other countries. The Dutch public broadcasting system is called NPO, which is short for ‘Nederlands publieke omroepbestel’. The NPO is a government body and it takes care of public television and radio. The NPO consists of 11 different broadcasters, nine of them are member-based and two are task-based, more information about that can be found in chapter 1. funding Target groups Each channel of the NPO has a different target group, these channels and their target groups can be found in chapter 1.programs/channels. Also every broadcaster has it’s own target group, this can be divided by age, interest or religion. The description of each broadcaster also describes what the target group should be interested in. AVRO-TROS: Relevant programs that enhances and connects everyone (AVRO-TROS, 2016). BNN-VARA: The target group is young people till the age of 35 or everybody that feels young (BNN, 2016). KRO-NCRV: Connecting people by telling their own stories (KRO-NCRV, 2016). VPRO: For people who are willing to go out of their comfort-zone (VPRO, 2016). Omroep Max: The broadcaster for people over the age of 50 (Omroep MAX, 2016). EO: This broadcaster wants to spread God’s story to everyone that is interested (EO, 2016). WNL: Programs for the people that work hard and are down-to-earth (WNL, 2016). PowNed: Making content for the ‘networkgeneration’, stubborn people that work with media in a different way (PowNed, 2016). Human: Programs that touches people’s heart and makes them think (Human, 2016). NOS: Provides the society of the latest news (NOS, 2016). NTR: Programs for every target group that wants to enhance personal growth (NTR, 2016).

Programs/channels The NPO is a public broadcaster with three main channels, NPO 1, NPO 2 and NPO 3. As stated on the website of the NPO (www.npo.nl) each channel has its own profile. NPO 1 is the first channel and its programs are for a broad target group, which is basically the whole society of the Netherlands. This channel broadcasts the news, popular shows, quizzes and series. It is also the emergency channel of the Netherlands. NPO 2 focuses on culture, art, politics, religion and the society. NPO 2 wants to inspire the viewer. The third channel is NPO 3 has two different target groups. Between 6.30 and 19.30 it focuses on children between 0-6 with Zappelin and 6-12 with Zapp. After 19.30 this channel focuses on teenagers and adolescents by airing programs that are totally different than the programs on NPO 1 and NPO 2. The website of NPO also stated that there are extra channels who focus on a different theme. Since July 2016 there are eight theme channels. NPO Nieuws airs the latest news 24 hours a day, NPO Politiek gives viewers more insides into politics. NPO Culture focuses on art, culture and science and mostly airs documentaries. NPO 101 is an experimental channel for teenagers and young adults. NPO Zapp Extra and NPO Best share a channel, till 20.00 NPO Zapp Extra airs shows and programs for children. After 20.00 NPO Best broadcasts the best shows, series and highlights of the NPO that have already been aired. Benefits and risks of public television Public television is not about the amount of viewers per program or day, but it’s more about the quality of the content. Public television should also be objective and unbiased (UNESCO, 2001). Public television airs programs for the whole society and has the job to inform, educate and amuse each member of society. Prof. H. Wijfjes (2014), professor History, Radio and Television of University of Amsterdam, says that the government grant is a risk for the NPO. The programs need to be of high quality and the NPO needs money for that, one way to get more funds are the commercials. But the society prefers no commercials on the public television. Another problem is that the broadcasters need to work together, because the budget was cut. That also means that there will be problems between the two broadcasters working together, because the government wants that each broadcaster is unique. Making Dutch high quality programs costs a lot of money, but this separates the public broadcasters from the commercial ones, they normally buy series from international broadcasters since it’s cheaper.

1.2: Future Television The predictions for the next ten years in television are made by Dr. William Cooper of the Convergent Communications Consultancy. He predicted that the interruptive advertising model will fail, so the number of broadcast television channels will decline. He also said that most viewing will be consumed on personal devices, such as tablets. This will come at a cost of the traditional shared display. A few other changes will be that data networks will start delevering televison-services. Another trend that is making his big entree in the last years is premium subscriptions to avoid adverts, like Netflix.

2. RESEARCH COMMERCIAL TELEVISION AND VIDEO ON DEMAND 21. Commercial Televison Commercial television is broadcasting companies and television channels that do not rely on government money, but they get their income with the commercials. They are based between but also in the programs they broadcast. The definition of commercial broadcasting: ‘Commercial broadcasting is the broadcasting of television programs and radio programming by privately owned corporate media, as opposed to state sponsorship.’ (English Dictionary, n.d.)

2.1.1 Target Group The target group is a particular group of people, identified as the indented recipient of an advertisement or message. (Business Dictionary, n.d.) Target audiences are usually described in demographic in demographic terms – the type of information by: age group, sex, education, occupation, and so on. (Audience Dialogue, n.d.)

To visualize how commercial broadcasters, define their target audiences: RTL 4: 20 – 49 years old. (RTL Nederland, n.d.) RTL 5: 20 – 34 years old. (RTL Nederland, n.d.) SBS6: 20 – 49 years old. (Sanoma, n.d.) Net 5: Young woman. (Mediabookers, n.d.) Veronica: 20 – 34 years old. Mostly men. (Sanoma, n.d.) RTL 7: Men (RTL Nederland, n.d.)

2.1.2 FUNDING Commercial broadcasters are largely funded via advertising and sponsorship. (Ofcom, n.d.)

2.1.3 PROGRAMS The programs are diverse at commercial television. They have different genres qua television programs. Some examples are: Cookery News shows Drama shows Reality TV Travel/ Holiday shows Soap Sports Sitcom (ESOL Courses, n.d.)

2.1.4 JURIDICAL Some facts about the juridical aspect of commercial television: -There’s a difference between commercials and sponsoring -Alcohol commercials are prohibited BEFORE 9:00 PM -The most important rules with sponsoring are: the said sponsor has to be named, between 06:00- 21:00 only the name or visual brand can be seen in a neutral way, after 21:00 it can be done less neutral, but not in a recommendation way. -Product placement is referring to a product within a show, in return of money. This is allowed in commercial and public TV, but there are different rules regarding to alcoholic beverages. (prohibited with Public TV, allowed after 21:00 for commercial TV.) -Product placement is allowed after 21:00 -Everyone who meets certain lawful requirements can start a commercial television. -It has to show a schedule of at least titles and starting times of different shows. (Commissariaat van de Media, 2016)

2.2 VIDEO ON DEMAND VOD is system that provides users to select what video or audio content that users want to watch or listen to whenever they choose to, rather than having to watch or listen to at a specific broadcast time. Television VOD system can stream content through a set-top box, a computer or other device, allowing viewing in real time, or download the content to a device for watching at any time.

2.2.1 PROGRAMS Video On-Demand allows TV viewer to access TV content from anywhere at any time. Serve the nation’s most popular TV shows independently of the live TV schedule.

2.2.2 FUNDING Depending on how rights holder earns their part of revenue it’s how funding is defined. They are three main classifications: Transactional VOD (TVOD): One-time payment for rights holder from the consumer for on-demand access either rental or ownership and through a variety of delivery methods. Subscription VOD (SVOD): Consumer pays a monthly fee for the rights, like a membership for access to a selection of content. Advertising-based VOD (AVOD): The rights holder receives a share of revenue from platforms that will serve ads to consumer. (Robinson, 2015)

2.2.3 BENEFITS Benefits of Video on Demand: 1. Personalized ads to target viewers at a socio-demographic, geographical or technological. 2. Individual broadcasters have invested heavily in interactive formats that boost VOD ad engagement. 3. Effective ads with driver of response, with clickable, trackable links streamlining. 4. Advertisers can reach viewers anywhere, including contexts such as the daily commute, which encourage purchasing behaviours. (Guerillascope, n.d.)

2.2.4 TARGET “With the convenience and personalized benefits offered by on-demand program viewing, it’s no surprise that VOD is fast becoming a part of daily viewing habits for many around the world, regardless of age. In fact, among the 65% of global respondents who watch any type of VOD programming – which can include long- and short-form content – more than four-in-10 say they watch at least once a day (43%).” (Nielsen, 2015) “And it’s not just the youngest respondents viewing on-demand programming. While a higher percentage of Generation Z (aged 15–20) and Millennial (aged 21–34) respondents report watching on-demand content daily or more often (49% and 48%, respectively) than their older counterparts, more than one-fifth (21%) of Silent Generation respondents (aged 65+) and one-quarter (26%) of Baby Boomers (aged 50-64) say they watch at least once a day. Generation X respondents (aged 35-49) fall in the middle, both age-wise and in self-reported on-demand viewing, with 38% saying they view daily.” (Nielsen, 2015)

3. Strategic Advice 3.1 Vision on television in general

3.4. Linear Channels

Televion right now is a combination of the devices and the medium. It’s less about the device and more about the content.

The channels for our broadcaster for linear broadcasting:

3.2 Vision on our broadcaster Be the best broadcater in the Netherlands, dedicated to entertain, educate and inform the society without excluding any age group by approaching them in different ways.

3.3 Mission of our broadcaster Satisfy the needs of entertainment, education and information to our target groups, meeting the highest standards of quality, creativity and social responsibility.

3.4 Target group of our broadcaster The target group is divided in different age groups: Children (0 – 12 years old) Children (educational, news show for children, cartoons,) Adolescents (12 – 18 years old) Adolescents (cartoon networks, soap series for kid (they learned about, sex, school, work, feelings), Checkpoint, educational talk shows) Young adults (18 – 30 years old) (educational (drugs & Alcohol & Sex), educational soaps, amusement without advertisements, educational talk show, dramatic documentaries) Approaching by linear and non-linear television. Adults (30 – 65 years’ old) (business shows, sports show) We approaching adults by linear programming. Elderly (65+ years old) (programs about a lifestyle, quizzes, hospital shows, cooking’s shows, documentaries about history. Sports show) For approaching the elderly target group by linear programming.

Channel 1 = Informative shows: News show, talk shows, On channel 1 there will be different shows, but the focus lays on informative. There will be informative news shows and talk shows. For all the ages.

Channel 2 = Sports channel: live sports events, all kind of sports. Channel 2 will be a sports channel. All kinds of sports will be broadcast on this channel. Live sports events all over the world. For example: Champions League, Olympic Games and Wimbledon. Channel 3 = Informative Arts & Music. This channel is focused on arts and music. With programs like The best singer-songwriter or a documentary about Van Gogh. Channel 4 = Informative History & Nature: documentary’s. This channel is focused on history & nature. Documentaries about important events in history and about animals, nature etc.

3.5 Non-Linear Channels The channels for our broadcaster for non-linear broadcasting:

Channel Online 1= Online --> video on Demand --> adolescences and young adults. Channel Online 2 = Kids Only.

3.5 Conclusion Since we want to approach each age group in different ways, suitable for their way of watching tv, we created channels with seperated offerings. We saw in the research that adolescents and young adults mostly watch non-linear tv, so we focussed moslty on them for the VOD channels.

Individual Assignment Shari de Cortie

VOD: Channel YA: Programs for young adults, such as travel programs, talk show about sex, drugs and festivals. Or Dutch series and programs about dating or people with a disability. Channel Kids: This channel contains programs for kids between 0-12 years old. It will mostly be educational cartoons, science programs/quizzes, sports programs and educational talk shows. KIJK is a partner, so every program that has aired can be watched online the day after it has been on television.

Indvidual Assignment Lisanne van der Meer

Individual Assignment Kang Woowon

Individual Assignment Gianna Balzano

Individual Asignment José Ramón Bolívar Gutiérrez

Sources Audience Dialogue. (sd). Target Audience. Opgeroepen op October 29, 2016, van Audience Dialogue: http://www.audiencedialogue.net/pmlr2-3.html Business Dictionary. (sd). Definition Target Audience. Opgeroepen op October 29, 2016, van Business Dictionary : http://www.businessdictionary.com/definition/target-audience.html Commissariaat van de Media. (2016). Commerciele omroepdienst beginnen. Opgeroepen op Oktober 19, 2016, van Commissariaat van de Media: http://www. cvdm.nl/praktisch/commerciele-omroepdienst-beginnen/

Robinson, R. (2015, May 15). How to make money with Video on Demand. Opgeroepen op October 2016, van CMF Trends: http://trends.cmf-fmc.ca/ blog/how-to-make-money-with-video-on-demand RTL Nederland. (sd). Over RTL 4. Opgeroepen op October 29, 2016, van RTL Pressroom: https://pressroom.rtl. nl/rtl4/over-ons

RTL Nederland. (sd). Over RTL 5. Opgeroepen op October 29, 2016, van RTL Pressroom: https://pressroom.rtl. English Dictionary. (sd). Commercial Television. Opge- nl/rtl5/over-ons roepen op October 29, 2016, van English Dictionary: http://englishdictionary.education/en/commerciRTL Nederland. (sd). Over RTL 7. Opal-television geroepen op October 29, 2016, van RTL Nederland: http://adverterenbijESOL Courses. (sd). TV Shows Genres. Opgeroepen op rtl.nl/merken/rtl-7 October 19, 2016, van ESOL Courses: http://www.esolcourses.com/content/topics/tv/tv-show-genres.html Sanoma. (sd). Over Veronica. Opgeroepen op October 29, 2016, van Guerillascope. (sd). Targeted advertising Video On De- Sanoma: http://www.sanoma.nl/mermand. Opgeroepen op October 2016, van Guerillasken/artikel/veronicatvnl-publ-partn/ cope : http://www.guerillascope.co.uk/tv-advertising/ digital/merk-profiel/ targeted-tv-advertising/video-on-demand Sanoma. (sd). SBS6 . Opgeroepen op Mediabookers. (sd). Net 5. Opgeroepen op October October 29, 2016, van Sanoma: http:// 29, 2016, van Mediabookers: https://www.mediaboo- www.sanoma.nl/merken/artikel/ kers.nl/adverteren/net-5.html sbs6nl-publ-partn/digital/merk-profiel/pdf/?c=adverteren Nielsen. (2015, September). On Demand Demographics VOD Viewing across generations. OpgeWikipedia. (2016). Television Genres. roepen op Oktober 2016, van Nielsen: http://www. Opgeroepen op Oktober 19, 2016, van nielsen.com/eu/en/insights/news/2016/on-deWikipedia mand-demographics-vod-viewing-across-generations.html