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Task 2 – Understanding the Media Amy Brown – 50508657

Understanding Creative Media – Knowing the Industry and Job Roles

TV

Many job roles are included in TV to produce a professional programme fit for audience viewing. The jobs are mainly the same throughout all genres, whether it may be drama, documentary or reality. Jobs within TV production range from entry-level roles such as runners, up to producers and directors. Each job usually requires the same characteristics from applicants: leadership and people management skills, previous experience in production and organisation. To help with this, many companies such as BBC and ITV offer apprenticeships and internships to encourage people, especially young adults, to get a head start in the media industry.

TV Roles:

Director:

A director is usually responsible for directing most aspects of television production, especially the sound and look of the production and its technical standards. They also enhance original and existing ideas to fit the final product. A director is seen in all genres of TV production including multi-camera and single camera shoots. They predominantly work with the producers and writers to ensure that the original concept is seen in the final product. Directors liaise with crew members about the technical requirements such as lighting and camera, sound, set dressing and post-production editing. Work with actors is additionally carried out to prepare for certain scenes if they have any particular content and when attending script read-throughs in order to explain all aspects of the script.

Other responsibilities include:

Being able to translate creatively a writer’s or producer’s vision into a coherent, entertaining or informative programme

Understanding all aspects of television production Being able to lead a team, keeping crew members morale up, being aware of and

valuing the contribution of all crew members and having excellent communication skills

Paying attention to detail and being able to conceptualise ideas visually Having a methodical approach to work with a high stress tolerance and being able to

work under pressure


Showing diplomacy and sensitivity when working with others

Directors do not need a specific qualification, however, a degree in a media-related subject gives good grounding to become one. Wide experience and knowledge in the production process and specialist training in directing is required. Usually, people who have previously been a part of a production team become directors. However, starting out in a technical role such as camera or editing helps as well. Nevertheless, gaining these technical skills of direction does not guarantee the move across to become a director. Being a director is usually the highest role in terms of involvement in production along with the producer. They oversee all parts of the production and spend the most time on the project on and off set.

Gaffer:

A gaffer is responsible for all practical aspects of lighting sets and locations. They work closely with lighting directors in order to fulfil their creative vision for the production’s lighting. They work on all genres of television programming, including multi-camera and single camera shoots. During pre-production, they discuss all aspects of lighting with the relevant heads of department. They set up schedules and risk assessments for lighting and work closely with camera, sound and production personnel to creative a safe environment for shooting. After this is done, they order the required equipment from particular lighting companies and specify requirements for the crew.


Having a deep knowledge of what can be achieved in terms of lighting Being able to interpret lighting plans, including all aspects of the rig, circuits, lamps

and their positions among other things Having strong team-working and communication skills Being able to carry out physically demanding tasks for long periods of time Paying close attention to detail and being able to concentrate for long periods of

time Having excellent IT skills and knowledge of electrical theory and practice

A gaffer must be a fully-qualified electrician with relevant City & Guilds or electrical engineering qualifications. Further training is also preferred in television lighting technology and techniques as they are constantly changing. Gaffers usually start out as lighting electricians, progressing to becoming a best boy, then finally a gaffer. After this, a gaffer can become a lighting director. The necessary health and safety training and qualifications additionally helps.


Editor:

An editor works closely with the director to craft the finished product and are one of the key heads of department. In cooperation, they carefully choose each shot to be edited together which then assemble the final product. They are responsible for first assistant editors and on bigger productions, second assistants and trainees. They are usually employed on a freelance basis by the producer, dependent on their reputation and experience. During post production, the editor and director work closely together to assemble the director’s cut which must be approved by the producers. The director and/or executive producer then gives final approval of the product. Editors work in a supervisory role during the music, track and sound mix.


Having a wide experience of the post production process and being familiar with a variety of computer editing equipment

Being creative and imaginative under pressure Being able to lead a team and having good communication skills Having patience, attention to detail and organisational skills Understanding dramatic storytelling Having a highly developed aesthetic visual awareness

Traditionally, to become an editor, people can go from being a runner to a trainee, second assistant, first assistant, then eventually an editor. In today’s age however, second assistants are usually now only employed on very big budget films due to digital editing becoming so popular and advanced. A trainee would have to have at least two years’ experience and be working as an assistant for a considerable amount of time before becoming a first assistant on feature films. Sometimes, if assistants work with editors, they may be allowed to carry out editing of some sections, which can enable people to showcase their talent and skill. Editors do not need a specific qualification either, but past experience is beneficial.

Radio

Like TV, radio has many job roles included to create a professional programme, but obviously focuses more on audio rather than visuals. However, again, most of the job roles in each genre within radio are usually the same. A lot of the jobs within radio require people to have attained more professional qualifications and training, but companies like BBC and Global do offer things like internships and apprenticeships to help young people within the industry.


Radio Producer

Radio producers create content and manage the whole radio production for both live and recorded programmes. They generate original ideas from their audience and colleagues and identify suitable ideas from others whilst carrying out thorough research. They work in collaboration with presenters, performers or other programme contributors depending on the station or programme and give them direction when necessary. They are also closely involved with the business and technical aspects of programmes and are responsible for managing budgets and the efficient use of resources. They are mainly based in offices and recording studios but can also work on location producing outside of broadcasts.


Being able to generate original ideas and thinking creatively about how to communicate them to audiences through audio format effectively

Having proficient writing and storytelling skills Having knowledge of the radio market, different station and programme styles

within the industry Having excellent communication skills and being able to coach and develop others Understanding the law especially when it comes to copyright and music clearances

and how to acquire the licenses Being able to lead a team, work under pressure and have strong organisational skills Having strong IT skills including word processing and data handling. Audio editing

and image manipulation is also beneficial

A degree is not required to become a radio producer but most are graduates. The two main educational paths into radio production require either an undergraduate degree in radio/media production or a first degree in any subject, followed by a postgraduate diploma in radio production. Some larger broadcasters offer direct-entry traineeships, which is a way to become a radio producer without having a degree. No matter the qualifications, employers will expect to see an interest in, and a hands-on experience of, radio broadcasting with skills gained through other types of radio including community, student and/or hospital radio. After becoming a radio producer, progressing to a larger station with a larger audience is the best way to move up into the role.

Radio Broadcast Assistant

Radio broadcast assistants work in both speech-based and music


radio and offer support to radio producers and presenters and perform a wide range of key administrative tasks to ensure the smooth running of radio programmes. This job title is mainly used widely within the BBC for entry-level roles and not often used in commercial radio where the job could be applied to a wide range of roles at different levels. The duties of broadcast assistants differ between music and speech radio, but all need to understand the purpose and format of their station or programme. They need to be aware of the characteristics of the target audience and are expected to access information for research purposes, ensuring it is accurate. They carry out basic administrative tasks such as looking after guests, organising contracts, answering calls for phone-ins, obtaining permissions and/or licenses for recording or broadcasting on location and much more. They sometimes may have the opportunity to contribute to programme ideas.


Having strong organisational skills and being able to pay close attention to detail Being able to think creatively, problem-solve and having the confidence to pursue

information and overcome obstacles Having excellent communication skills, including diplomacy and the ability to rapport

and draw information from people Having a basic understanding of the law and industry regulation especially affecting

radio production Having strong IT skills and being able to learn how to use a variety of recording

equipment

It isn’t essential to have a degree to become a broadcast assistant but given the competition for jobs in radio, many assistants are graduates and some even postgraduates. This type of role is highly sought after. In many cases, a relationship with a station or programme through voluntary or casual work over a long period is the best way to become an assistant. After this, to progress into the role, moving to a larger station to a programme with a wider audience would be the best way to do so.

Radio Broadcast Journalist

Radio broadcast journalists identify, research and present news stories for a wide range of audiences and greatly focus on news planning, writing, editing and producing material. They carry out thorough research into all ideas, including suitable interviewees and locations and should know how to access, evaluate and use all relevant information sources. They prepare questions, conduct interviews and gather material to enable them to tell a story using sound. After this, they edit the


material they have recorded, selecting relevant sections of interviews using suitable software.


Understanding and having an instinct for what makes a good news story Having excellent writing and storytelling skills, with the ability to tailor and adapt

content for different target audiences, demographics and platforms Being able to generate original ideas and thinking creatively about how to

communicate them to audiences Being able to cope with the demands and pressure of live reporting and interviewing Having excellent communication skills and having the confidence and tenacity to

pursue information, overcome obstacles and pitch ideas to senior colleagues Being able to learn how to use a variety of recording equipment and to operate

different radio studios

A degree is not required to become a broadcast journalist, however, the majority are graduates. Specialist knowledge in fields such as politics, business, science or languages is beneficial. Trainee schemes are offered to become a broadcast journalist but require a degree or equivalent. Two other ways into the role include moving into radio after first working as a print journalist for at least two years or completing a pre-entry degree or postgraduate qualification. Hands-on experience is also required.

Marketing

Marketing is a massive part of the media industry, including display advertising, content marketing and social media promotions. It is used to get consumers to interact with the brand and engage them in a way that increases awareness and correlates to sales. Many job roles are required to keep up a high standard of marketing to keep the reputation of a company or brand up.

Blogger

Bloggers communicate ideas, thoughts or stories to a wide online audience. They regularly post content for new and existing subscribers and generate revenue either by working for a company or through product placement. Bloggers have become a key part of the internet and many companies have started to pick up on their importance. Many will hire bloggers to write about their products on a regular basis. Alternatively, ad-space can be sold on a bloggers website to generate revenue.


Knowing how to write to a professional standard and being charismatic

Updating the blog regularly and maintaining a good image across many platforms


Being aware of branding and how it affects audiences Having the confidence in opinions and facts stated and being able to back them up if

questioned

A qualification is not required to become a blogger, but to be hired by a company, a degree in English Language would be beneficial. However, many bloggers have no formal qualifications unless they claim to be an expert in their field. It is extremely easy to start a blog, but a lot of thought in terms of content and branding needs to be put in to become recognisable and popular. Many bloggers expand elsewhere. Since the career path is so new, there is no exact trajectory as to what the job could expand into. Some personalities go onto TV and radio presenting, journalism or continue to write for brands and companies to generate revenue.

Media Planner

Media planners plan which media channels should be used for a client’s campaign, research and analyse the clients target audience and best ways to reach them and present plans to the client, keeping them updated on the campaign’s progress as well. These strategies come from the brand’s communications strategy which will need to be developed in conjunction with the client’s agency. Media planners usually work in media agencies or integrated agencies, but are sometimes employed by creative agencies too.


Being an analytical and strategic thinker and having strong communication skills Researching and analysing data to understand the client’s target audience and the

best ways to reach them through a variety of media channels Creating detailed media plans and work with media buyers to ensure these plans are

realistic Presenting media plans to the client and keeping them informed of the campaigns

progress Having good numeracy and analytical skills Being well organised with strong attention to detail and strong communication skills

A qualification on a related subject area is recommended since many media planners are employed through graduate schemes. However, apprenticeships can offer a route into the role. The best way in usually started with work within media agencies starting as a junior media planner, before specialising in planning once experience has been gained. The role can lead to higher roles such as senior media planners, account directors or planning directors.

Producer

A producer oversees the production of an advertising agency’s work, takes creative ideas and turns them into workable advertisements. After this, the advert is then put out across


all varieties of media. They manage multiple projects at any one time and ensure that work is delivered on time, to the required level of quality and within budget.


Having good organisational skills and being able to manage multiple projects at the same time

Being capable of working within and leading a team and having strong negotiation skills

Being flexible and able to adapt quickly to the demands of potentially challenging projects

Maintaining quality standards across the production of creative work Planning and managing timing schedules that fit the needs of the clients brief and

budget Reporting progress of all work and sourcing quotes and estimates for production

work

No qualifications are needed for a producer role, but a passion for project management and design will be essential. A degree in one of these is beneficial. Producers can come from a variety of backgrounds, including project management roles and other creative services such as art buying. In larger agencies, there is the possibility of reaching more senior roles, whereas some may go on to work in more specialist roles.

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