AuDiEnCe PrOfIlInG

DeMoGrApHiC pRoFiLiNg

• The most basic form of identification for target audiences is demographic profiling
• The ways of grouping an audience are: age, class, gender, geographical area, class, economic status and religion

I would define myself as the following: 18-year old, lower/middle class male, from West London, of Asian decent, with British Asian nationality following the Sikh faith

PsYcHoGrApHiC pRoFiLiNg

• Consumers can be targeted directly through their needs and wants, which is more effective for advertisers

In terms of my psychographic, i view myself as a very left-centred politically viewed individual who views himself as a individual. I say this because although to a vertian extent i like to purchase mainstream 'gear' and want to fit into a certain 'group', i don't neccessarily fell influenced or inclined to do or buy something, i'm pretty simple in my lifestyle and my ethics and look at things more than what they are on face value. Maybe in the future my ideology will change and alter but for now i'm pretty independant and individualistic

Branson to press minister for scrutiny of BSkyB's holding in ITV

By Richard Wray, communications editor
Monday December 11, 2006

Sir Richard Branson will this week take his battle with BSkyB over the satellite broadcaster's 17.9% stake in ITV to the government, with a call for trade secretary Alistair Darling to intervene.

Sir Richard's ambitions to merge NTL, in which he is the major shareholder, with ITV were dashed last month when Sky bought its stake. He blasted Sky's move as damaging "the plurality of the British media". NTL, meanwhile, said that the decision of Sky chief executive James Murdoch to buy into ITV "presents serious competition and public interest issues".

Virgin will this week argue that Sky's stake gives it the ability to exercise material influence - even if it never actually exercises such influence - and thus warrants an investigation. Virgin will raise concerns about Sky's influence over Freeview, the digital terrestrial broadcaster in which ITV has a significant stake.

Research out today by the European Media Forum shows Freeview is already in over 8 million homes. According to the EMF's report, 'Freeview: the free broadcasting formula that clicked', it already has the number of viewers BBC was expecting by 2010.

Virgin is also concerned about the potential effects on news gathering. Sky's news operation has already won the contract for Channel Five's news from ITN and in 2008 the ITV news contract comes up for renewal. Virgin will also point out that a resurgent ITV would be better placed to bid for rights to major sporting events against Sky.

Sky's stake is becoming a political issue. A recent commons motion tabled by Labour MP John Grogan asking Mr Darling to get involved, was backed by 73 MPs.

SuMmArY

This article refers to the recent on-going battle between BSKYB and Richard Branson's battle to take over control of ITV. The article outlines how Branson is set to take his case to the govt. following Sky's 17.9% stake investment in ITV. Branson highlights how sky will be able to exercise its power over ITV, influecing its freeview service, and news broadcasts with its power. Branson argues that Sky will damage British Media and increasingly this issue has become an political issue. Branson is in favour of an independant, resurgent ITV will be better to maximise consumer surplus. Furthermore, a commons vote to investigate the issue was backed by 73 MPs

My OpInIoN

This issue has become very controversial and a key battle for the future of terrestrial TV, in the UK. In my opinion, this whole arguement, brings to the forefront the debate of hegemony. Branson is basically highlighting how Sky will exercise their power over the consumer and kill of competition etc. I feel it's imperative for a full investigation to take place in order to ensure that ITV benefits because the network has been under some scrutiny for time. Moreover, the public's satisfaction needs to be ensured in the long run. Overall, i would like to see Richard Branson, take control over ITV, because Sky owned by Rupert MUurdoch will continue to indoctrinate its audience with ideologies and not really understadn the consumer, Branson on the other hand i feel would help resurrect ITV, in a legit and postive way.