Julius Kenna Digital Media 2.0

target audience considers: age class gender ethnicity sexuality disability Socio-economic: Earningsemployment, salary, etc Psycographics: Attitudes, values, lifestyle Geodemographics: Where the target audience lives Mainstream vs niche: Does the product have a broad, general appeal, or is it for a dedicated hardcore of a specialist fan Targeting a brief:  Using the Welsh mocha brief:  Identify three target audience considerations from the brief Explain how these considerations could affect the design of the final product

Types of the brief: Formal: an official meeting will take place between the client and the producer, with written documents being provided. There will be an opportunity to discuss and clarify the client's needs. Informal: The client will discuss their needs with the producer, often in a phone call. No documentation will be provided and needs will be agreed verbally. Contractual: The brief is outlined within a contract of employment. Tender: The client will put out an advert that details what they require from a media product. Production companies then present a brief or pitch in the hope of securing the work, which will include ideas, timescales, costs, etc. Commissioned: The client will hire a separate, independent media company to research, develop and implement every aspect of the project. This will be overseen by the client Once this brief has been received, the production company will analyse the brief to clarify the task. It is important that the brief is...

Time issues Things that may cause time issues: Filming locations for a TV show Sound studio for recording an advert Computer time for rendering a digital animation Hire of catering facilities for the location shoot Motion capture actors may only be available for a set time when creating a computer game Personnel Issues Gathering the right staff (number, skills, experience)  Delays due to not having enough staff can impact a project meets the deadline

Q: Financial Constraints: The main purpose of a media product is to earn money. Individuals may be driven by artistic desires, but at a corporate level profit is king. Any limitation on a product caused by the need for money is called a financial constraint. At a planning stage, a budget will be drawn up and the expectation is that the project will stick to it. different aspects of the budget will kick in at different stages.  Failing to meet a budget will result in a reduction of profit, which could be bad news. Failure to spend enough to ensure a successful product could be damaging. Main budget considerations: Cast/Crew (pre, during, post) Location Premises (studios, offices, etc) Legal costs (licences, copyright, etc) Transport Resources (production, equipment, props, etc)

Revenue Streams  Media producers rarely in a position to self-fund the product. They turn to a variety of revenue streams. Revenue streams will depend on the size, type, and platform of the product. Also shapes how investors who put up the money will receive their side of the deal. e.g. Sponsorship on tv could be in the form of advertising bumps, in magazines it could be attached to a regular feature, in a film it could be product placement Sponsorship: Brand spay for media products to be sponsored. Crowdfunding: Producers use websites to appeal directly to fans for money. Corporate Finances: producers seek people or companies who will put up money as an investment, looking to gain a return.   Advertising: Traditional form. Adverts appearing in and around media products.  Franchising: The IP of the original product is licensed to other producers, allowing them to use it in return for an upfront fee/share of profit.

What are the key factors that need to be considered when planning a media product? What elements and factors need to be considered when planning media production? Planning factors: Purpose: Entertainment/Information/Promotion Audience  Logistics: Financial Logistics: Personnel Logistics: Location/Resources/Facilities Logistics: Legal Issues Logistics: Regulation Logistics: Ethics