commodity audience 200309 ct

8/14/2019 Commodity Audience 200309 CT

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The Commodity Model:

Audience as Value


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Content

Introduction

Commodity Model (Present)

Commodity Model & Limitations

Evolution of Commodity Model

Case Study: MediaCorp TV & MOBTV

Conclusion

References


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Relationships

Advertiser Audience:Capture audiences awareness

Audience Media:Foundation of economic power

Audience is an asset/property

Advertiser Media:Provide financial support

Government protects local medias economic interestsby ensuring that the broadcasters are still working on an

advertiser-supported system.


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Dallas Smythe

Audience Commodity

all non-sleeping time is working time

Work time is devoted to the production of commodities,producing and reproducing labour power.

Time away from work, but not asleep is sold as a commodityto advertisers.

By consuming media, audience performs labour for the

advertisers and media.

Zz.


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Commodity Model

Broadcaster

AdvertiserAudience

$$$Ratings


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In reality, the broadcasters cater to the advertisers, instead ofto fulfill the publics wishes.

Broadcasters are expected to maximise their audiences andsell them to anyone who is willing to pay.

Broadcasters are trusted with the responsibility of publicinterest and compelled to provide programmes

Commodity Model & its Limitations


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Commodity model exists in a world whereby media is financiallysupported by advertisers.

With the introduction of new media, the concept about commodityvalue of audience will change.

One approach - the value of audiences to advertisers (ratings).

Other approach - ability of audiences to pay fees (direct payment).

In both cases, the audience will still be the key source of revenue.

Commodity Model: New Media ENV


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MediaCorp TV & MOBTV

MediaCorps Revenue = Mainly from advertisers.

MediaCorp introduced MOBTV(MediaCorp Online Broadcast Television).

Audiences are able to pay directly for programme viewing.

MOBTV subscription fees = Revenue to MediaCorp.


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Commodity Model: New Media ENV

Broadcaster

AdvertiserAudience

$$$Ratings

$$$


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Conclusion

Model evolves to suit the conditions of the new mediaenvironment.

Sustainability of the commodity model is constantly challenged,esp in a technologically advanced environment.

Money is still an independent variable.

Definitions and concepts of audience value and mediaenvironment are subjected to changes.


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References

Kellner D and Durham M, (1991), Media and Cultural Studies, pp 230-321

Webster, J. G, (1991), Audience Models in Communications, Policy

Chang, De Li, Making identical audience commodities across countries by globalsports: NBA and global advertising in Taiwan and the UShttp://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archi

Cynara M. Medina, Ugly Betty and The Latino /A Commodity Audience, Downloaded on 9March 2009,http://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p25

Glass G, (2006), Audience Labor: The Asymmetric Production of Culturehttp://www.geof.net/research/2006/audience-labor

Gould, Stephen J. ; Gupta, Pola B. (2006), Journal of Advertising, "Come on down":how consumers view game shows and the products placed in them.http://www.accessmylibrary.com/coms2/summary_0286-15385145_ITM
http://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archivedpapers/spring2004/grad_research/non_refereed/chang.htmhttp://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p259631-1.phphttp://www.geof.net/research/2006/audience-laborhttp://www.accessmylibrary.com/coms2/summary_0286-15385145_ITMhttp://www.accessmylibrary.com/coms2/summary_0286-15385145_ITMhttp://www.geof.net/research/2006/audience-laborhttp://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p259631-1.phphttp://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archivedpapers/spring2004/grad_research/non_refereed/chang.htm


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Thank You!

Presented by:

Adrian NgBertrand Tay

Charine Tan

Ken Chua

Nicole Lee

Pearlyn HoonVernia Lim