Who do you write for?

1. Who do you write for? The Audience:

2. The Audience • Family • Kids • College Students • Tweens (aka Justin Bieber fans) • Moms, dads, • Different gender groups • And so much more….

3. Demographics: • Age * Social beliefs • Gender * Religious beliefs • Jobs * Brands you buy • Income * Music • Education * Politicians • Hobbies • Interests

4. Who do you write for? • It depends on what audience you are trying to appeal to.

5. Narrowcasting • Today we see that there has been a lot of what is called Narrowcasting: • Narrowcasting is: programming oriented toward specialized audiences, reflecting a growing number of program and distribution sources. For example the use of iPads, cell phones thanks to the Internet.

6. Radio • Radio at one time was localized. • Telecommunications Act of 1996 ended that – which allowed media conglomerates to purchase the stations, making them less localized. • The Act contained provisions to, among other things: i) open competition between local telephone companies, long distance providers, and cable companies; ii) help connect all classrooms, libraries, and hospitals to the information superhighway by the end of this decade; iii) give families control of the programming that comes into their homes through television; and iv) prevent undue concentration in television and radio ownership so that a diversity of voices and viewpoints can continue to flourish in this Nation.

7. Due to lack of Localized Stations… • The interest in Internet Radio has soared. • Prior to that you had XM and Sirius Satellite radio. • This afforded more choices and less commercials – making it difficult for your regular radio stations to compete.

8. What goes on? • $$ controls what goes on the air. • Through sponsorships, advertisers, corporate biases. • And of course the Federal Communications Commission.

9. Time for TV • What you get to see: Depends on the size of the camera and setting. This determines the scene and the number of characters you will see. The stage for a play is what determines the set. • Time • When writing for TV or theater visuals take precedence over dialogue. • Emotions and attention to the actors faces portrays what is going on. Camera angles also help such as Close Ups (CU) and Zooms and Split Screens.

10. Examples • Alfred Hitchcock’s “Marnie” • Subaru Loyal Dog

11. Who to write TV for? • Producers must find the Lowest Common Denominator. This is determined by ratings and reviews. • Hence why we have so many reality shows today. • Examples: DIY, TLC, etc.

12. Going back to Radio • Because you can’t see the images from the radio you must rely on sound effects, music and narration. • The above mentioned sets the time, scene and place. • Orson Wells: War of the Worlds – classic example of how attention to portray detail scared a nation.

13. What does the Audience want? • Psychographics: How a person feels about a product. • Geodemographics: Research a specific neighborhood and zip code. • For example – more tendency to advertise a McDonalds in a poverty stricken neighborhood than in a wealthy neighborhood.

14. What the audience wants? • Cohort Analysis: Seeks to find common bonds that prompt a group of people to think and feel the same way about an issue.

15. The Internet • Allows you to have choice. • Cookies track what sites you visit and what you like. Information you put in can reveal patterns about yourself. • Webisodes: Original online series. • By watching internet webisodes or online videos of say episodes of Sex and the City or Futurama advertisers will try to determine what products you like.

16. Convergence: Melding of two or more media. • Shows across the broadcast medium are doing this. • Radio stations have also done this as well.

17. How to write for new media? • Simple – be prepared to write for the eyes and ears. • Appeal to the audience. But what can you write? • Let’s ask the FCC.

18. The Federal Communications Commission • Despite what the audience may want at times the FCC puts on the brakes. • Reasons: Lawsuits, petitions, controversy and of course fines. • They regulate what goes on the air by stating in general that nothing offensive should be there.

19. But what is offensive? • FCC Defines Indecent as: • “Language or material that, in context, depicts or describes, in terms of patently offensive as measured by contemporary community standards for the broadcast medium, sexual or excretory activities or organs.”

20. So what the H*ck does that mean? • It means – ask your lawyer before you produce something.

21. Censorship • The Communications Decency Act: Banned the transmission of Indecent material to protect children. • So shows that would be questionable are aired between 10 p.m. and 6 a.m. • Most concrete rule most shows goes are George Carlin’s 7 Dirty Words you Can’t Say on Television.

22. Censorship cont… • Censorship is also ruled by partnerships. • For example – if there is a massive accident at Walt Disney World, the company will do all it can to censor what is aired on it’s news specials because it owns ABC.

23. Offended Audiences = Lawsuits • Miller v.s. California: Determined that obscenity is not protected by the First Amendment. • The case determined that: • Applying contemporary community standards the work should appeal to an average person’s prominent interest. • Work that describes sexual conduct in an offensive way as defined by the state is not protected. • Work lacks literary, artistic, political or scientific value. • Classic example – The wardrobe malfunction in 2004. • Current: Petition by moms asking that NickMom be removed from NickJr.

24. Assignment due Thursday • AUDIENCE: Bring to class. Also if there is a link make sure you bring it or know where it is as you will be presenting your findings in class. • We will discuss. • Also: Read Chapter 1 of Hillard