Service Ethos & Regulations

Public Ethos- The Royal Charter Agreement

Public service broadcasting is based on the principles of universality of service. From 1st January The Royal Charter Agreement set out the public purposes of the BBC and is the constitutional basis for the BBC. The Charter outlines the duties of the trust and Executive Board and guarantees its independence, and has been throughout it’s history. Their mission is ‘to enrich peoples lives with programmes and services that inform, educate and entertain.’

Free Market Ethos- The Broadcasting Act 1990

The Broadcasting Act 1990 is a law of the British parliament, the aim was to reform the entire structure of British broadcasting British Television. The act allowed for the creation of a 5th analogue television channel, which was named Channel 5, it also allowed the growth of multichannel satellite television. It also limited the power of the BBC, which previously produced the vast majority of its television programming in-house, was now obliged to source at least 25% of its output from independent production companies. The act allowed companies that had hold of the ITV franchise to take over other companies, this process led to the creation of ITV plc.

Regulation

TV is currently regulated by the media regulator Ofcom. The Office of Communications Act 2002 set up Ofcom with  the aim to protect audiences in areas such as taste, decency, fairness and privacy. With the increase of on-demand services self-regulated company called the Association for Television on Demand, was set up to regulate online programming, with similar aims than Ofcom.

Currently online videos are much harder to regulate because anyone, anywhere can upload a video to the internet, and there is no legal regulation of online video. Many elements such as, racial hatred and blasphemy are still illegal online, but there is so much content created all the time coming from all around the world, making it extremely difficult to create any applicable laws. The European Union is in the process of updating its laws, with the aim to protect children from sex and violence and set new limits on advertising. But many people are against this as this will take away peoples freedom with posting what ever they what instantly online.

Ownership

Rupert Murdock

Rupert Murdock is an American media mogul. In 1952 he inherited the news company Australia’s News Limited and acquired various newspapers in Australia. Then after coming to the United Kingdom he took over the News of the World in 1969 followed by the Sun newspaper and In 1981 he bought The Times newspaper. After moving to America his News Corporation acquired Twentieth Century Fox in 1985, HarperCollins in 1989 and The Wall Street Journal in 2007. He also formed BSkyB in 1990 which has later became the largest pay-Tv broadcaster in the UK and Ireland, with over 10 million subscribers. By 2000 Murdoch’s News Corporation owned over 800 companies in more than 50 countries with a net worth of over $5 billion.

A major difference in media ownership with forty years ago is the movement of media corporations into the global marketplace, many people like Rupert Murdock have expanded there companies all around the world.  The Control of the mass media can be very complex, as many media corporations often cross media boundaries and invest in a wide range of media products, as well as owning News of the World Murdock also owns the National Geographic Channel and the 20th Century Fox Film Studios. Many people believe that owning so many media companies can  have negative effects, as they can focus on increasing economic control. For example people believe that having Murdock controlling a large proportion of the nation’s newspapers and broadcasts is an issue, as with his political interest his newspapers are criticised of influencing general elections.

Television Ratings

Rating Wars

In 2006 the digital switchover occurred where analog television broadcasting is converted to and replaced by digital television. Before this switch over and digital television channels  there were only up to five channels. After the digital switchover and there was no terrestrial analogue television being broadcast, freeview is now that only way terrestrial TV gets delivered. Freeview is a television service which broadcasts over 60 channels,  26 digital radio channels, 4, HD channels and 6 text services.

With the huge increase of all these new free-to-air channels, plus popularity increase of pay-tv satellite broadcasting such as SKY there are a huge number of channels available, this makes it harder for broadcasters such as BBC and ITV to maintain a mass audiences as now its becoming more competitive than ever to attract more audiences in different ways and stay profitable. As the two channels are competing for the same element, they are sometimes seen to battle against each other. One of the most popular conflict is the ratings war between The X Factor and Strictly Come Dancing which are two completely different talent show, but every weekend the shows battle against each other to receive the highest ratings.

Effects of on-demand services 

There are many television on demand and catch up services such as, 4oD, BBC inlayer, Demand 5, ITV player and Sky Go. These are internet services allowing the audience to access programmes through the internet. We now live in a society where people want to be able to watch what they want, where they want, when they want, and services like these do exactly that. The problem with having a fragment audience is that it makes it much difficult to measure the overall audience, and clearly understand which programme is most successful.

Effects of streaming on line in terms of censorship

Many online services try and to protect young people from seeing inappropriate material online, like the fact that you have to fill in your age before viewing over rated material, but many young people under the required age just fill in a fake age, this is an example of why protecting young people from certain material is extreamly difficult. Many services online now require you to prove your age through your email, which is difficlut for people to get pass and lie, therefore this process would be more effective. Programming  online services like 4oD are blocked by a pin, which again is a good way from prevented young people from seeing certain things, but isnt secure as it won’t be hard to get hold of the pin.

Reception Theory & Audience Readings

Reception Theory

In the 1980’s Hall and Morley suggested that audience make sense of the media according to their backgrounds, including their gender, age, their life experiences and ethnicity. All these aspects affects audiences responses to text.  For example Geordie Shore follows several 20-somethings from Newcastle as they party and have sex. If the audience are of a similar age or have had similar experiences with the characters from show, this will encourage them to watch this programme and others like it.

Preferred Audience Readings 

In the 1980’s Stuart Hall et al suggested that media texts are open to receive in a number of different ways, that is depended on the audience social and background. But the creators of the texts want the audience to accept the ‘preferred’ readings. For example Geordie Shaw Tv programme targets teenagers and young adults, some teenagers would take the preferred readings that going out partying and having sex nearly every night  with many of people is an positive thing to do.

Negotiated Reading

This theory is when the reader accepts both sides of the argument, they acknowledges the legitimacy but adapts according to their own social condition. Many audiences believe that Geordie Shaw is just a bunch of young adults going out drinking and having sex every night and find that the show is a bad example for teens and young adults. Although they can also whats highly entertaining about watch the characters in the show, and accept that the people in the show are making money from it, as its their career.

Oppositional Reading

This theory takes an alternative view from the preferred reading. From an adults point Geordie Shaw is highly inappropriate, and can show people get exploitation as sex objects, the programme is degrading and the characters are extremely negative role models for young adults.

The Two Step Flow Theory

This theory suggests that audiences are semi-active and don’t have all the power and control over what media they take in, and get heavily influenced by others. For example film critics and reviews can heavily influence you to watch or not watch.

Mark Kermode is the UK’s leading film critic. Known as one of the finest film reviewers of his generation. With Simon Mayo, Mark Kermode presents the film review on Radio 5 live. He also has a hugely popular podcasts, downloaded by around 100,000 people a week. He is the chief film critic for The Observer and the Sight and Sound magazine. He also co-presents the BBC Two arts programme The Culture Show and discusses other branches of the arts for the BBC Two programme Newsnight Review. Kermode also writes and presents a film-related video blog for the BBC. Mark Kermode has a huge following and is respected for his opinions as a film critic. Because of this he can greatly influence people to a certain opinion about film.

Uses & Gratifications Theory

Uses & Gratifications Theory suggests that audiences active, not passive which is when audiences get the most out of the media their processing.

Diversion

This is when media allows you to escape from everyday problems and stress. It lets you temporary feel relaxed and lose yourself in the media texts. Geordie Shore is a media example where people can forget and relive themselves for stress in their lives as they watch and get entertained by the programme.

Personal Relationships

The media texts that audiences take view allows people to interact act with others indifferent ways, including people reviewing the programmes on television and radio shows, and social media sites such as Facebook and Twitter make it

easier for people to connect to others, by twittering and having a discussion about the show or following and liking pages of characters and actors that a connected to the show. Geordie Shore always allows their audience to have personal relationships to the show, by always reminding different ways to connect and talk about the show, including, twitter hashtags and Facebook pages.

Personal Identity

This is when a media texts helps the audience to relate to their own lives and get a sense of their own identity and reflect on their own experiences. Geordie Shore follows several 20-somethings from Newcastle as they party and hook up with each other. If the audience are of a similar age or live in a similar area they can maybe relate with the experiences that the characters go through in the show.

Surveillance

This is when the media provides the audience with information about the people of wider world and issues happening. Geordie Shore can educate people from around the world how characters from Newcastle in their 20’s act and the events they get into.

Quality and Standards

Quality and Standard is a term critics and broadcasting companies use to describe a television programme that they argue is of a high quality. In 1988 the campaign for Quality Television Ltd was set up in the UK. It was set up to promote more choice and quality for the viewers and create programmes that informs and educates for all types of people around the UK.

Geordie Shaw is a  british reality television series broadcast on MTV.  Many people believe that the show is of low quality and is dumbing down audiences. They find that the series is just a bunch of young adults going out drinking and having sex every night. The programme has a warning that states ‘contains strong language, sexual scenes and references from the outset throughout,’ nevertheless people still believe that shows like this shouldn’t be broadcast on TV. In my opinion Geordie Shaw does not count as quality television as al it includes is endless drinking, bad behaviour, searing and fighting.  The show offers over the top stereotypical characterisation of people from the Tyneside region North East England and it fails inform or educate audiences.

Between 2008 and 2012 the digital switchover occurred, this was when TV’s are converted to digital, as the old analogue system was switched off. This upgrade allowed extra channels to be broadcasted, it also allowed subscription channels, better quality pictures and more on-screen listening’s and interactivity. Although with a lot more channels, TV companies had to produce a lot more programmes that cost less to make. Because of this ,there are many programmes that don’t meet the quality and standards demand.

Hypodermic Needle Theory

The Hypodermic Needle Theory perceives the audience as weak and the media as being strong. It suggests that messages from media is directly received and accepted be the audience. The theory is also known as the hypodermic-syringe needle as it shows how the media ‘syringe’ and injects audiences with messages.

The theory was developed in the 1920’s and 1930’s, with scientists observing the effects of propaganda during World War I and different events such as Orson Wells ‘War of the Worlds’ radio performance. In 1927 Harold Lasssweel, an american scientist published a book called ‘Propaganda Techniques in the World War.’ This book focuses on the affects that the propaganda had during World War 1. In the book Lassweel summarises his research,

“From a propaganda point of view it was matchless performance, for Wilson brewed the subtile poison, which industrious men injected into the veins of a staggering people, until the smashing powers of the allied armies knocked them into submission.” 

The payne Fund studies were conducted between 1929-1932. These studies looked at the effects that the media had on children. The study wanted to show how the mass media have a powerful and direct influence on audiences. The study was criticised for its lack of scientific experiments, but it was one of the first and most comprehensive examination on how the media works. The project chairman, W.W Charter stated,

“We see that as an instrument of education it (can) affect profoundly the pattern of conduct of children”   

Even in 1930’s researches started to realise that this way of thinking about the media was kind of outdated. In 1938 Orson Welles and Mercury Theatre broadcasted a drama production of H.G. Well’s War Of The Worlds, while the drama was on many people believed that martians had invaded. While many people had a panic strike, it was only a small portion of six million people who enjoyed the radio drama. Events like this suggest how media has a powerful effect of audiences, although it also shows how the Hypodermic Needle Theory which suggests that we all act in the same way, is outdated.      

There are many current television programmes which also suggest that the hypodermic needle theory is antiquated. Geordie Shaw is a  british reality television series broadcast on MTV It’s a good example of this, as many people believe that the show is just a bunch of young adults going out drinking and having sex every night and find that show pointless. The show also a large fan base that watch and enjoy the programme. This proves that everyone is having their own  ideas and opinions about the show, which goes against the hypodermic needle theory which suggests that we should all share the same messages and ideas.

Taste & Decency: The Watershed

The Watershed is a a point at a certain time in broadcasting, in which programmes with adult content may be broadcasted. According to Ofcom, the watershed is between 21:00 and 05:30. While premium or pay-per-view services are allowed to start the watershed at 20:00. The earlier in the evening a programme is placed, the more suitable it is likely to be for children to watch on their own. Unsuitable material including everything from sexual content to violence, swearing or distressing images.

I think the watershed is a good idea, as it stops young children from watch programmes and films, that are unsuitable for them. The time is suitable as by 09:00pm young children should be asleep. The watershed rule will stop people from becoming offenered and upset. For example a programme like Gordie Shaw, that contains sex, bad language and nudity would offend people, therefore the programme is broadcasted during the watershed.

The watershed rule is sometimes broken. A recent example of this involved the channel 4 soap Hollyoaks, when a scene aired on 19 March 2013, marking the culmination of along running revenge storyline involving a former undercover policeman, Walker, and ex-drug dealer Brendan. The scene ended with Walker screaming while being pushed backwards on to the railway track and on a path of a train before the camera cut away to show the train passing at high speed.

Channel 4 argued it had taken measures to comply with the watershed rules. Ofcom issued a statement stating that the show has breached the rules and to ‘remind television broadcasters of the need to ensure that all material broadcast pre-watershed which features violent scenes is appropriately limited’. They are worried that the level on onscreen violence as increased over the decades. They also stated ‘Broadcasters should consider whether individual acts of violence within a programme are suitable, as well as where the overall tone is malevolent, menacing and threatening, that this also remains suitably limited.’

There is an argument to increase the law and prevent more young people watching inappropriate progrmmes and other media. I think this maybe pointless as young people most of the time would abbay by this law. This happens now as young people go to and watch films that are not the correct age for them, and they play on video games that are targeted for older age groups. A good example of broadcasting age limit that didnt really work, was when channel 4 started to include little triangle signs at the top of programmes that contained, sex, voiloence or nudity, to try and prevent young people from watching inappropriate content. Although this didnt work as young people would espically look out for programmes with the traingle simbol, for a chance of seeing sex and nudity themes.

Some acts are out there to protect young people, like the fact that you have to put in your age for social media sites such as Facebook, but many young people under the required age just fill in a fake age, this is an example of why protecting young people from certain material is difficult. Many services online now require you to prove your age through your email, which is difficlut for people to get pass and lie, therefore this process would be more effective. Programming services such as certain SKY programmes and online services like 4oD are blocked by a pin, which again is a good way from prevented young people from seeing certain things, but isnt secure as it won’t be hard to get hold of the pin.

If the rule get stronger and stops young people from viewing the shows that they want, this could become a broadcasting probelm. As many shows attract a younger audience such as Geordie Shaw and The Inbertweeners that would lose huge audinces, as there main audeinces would be around the age of 16 and maybe lower, and if the show is only viewed by 18 and overs, the shows figures and profit will dramtically decrease, this would be repeated for many shows on TV.

I think watershed is a very good idea as it prevents young children from watching material that is unsitable for them. Although i dont belivie that extending or increasing the rule would make a good difference, as many shows and other types of media are aimed and targets young people and would lose a huge audince if the material was only viewed by people 18 and over.