英國(guó)大眾傳媒dissertation代寫THE BRITISH MEDIA
"media": it is the Latin plural of 'medium', meaning the means by which something is communicated. Television, Radio and Newspapers, Advertising, Music, Posters, Books, Magazines, the Theatre and Cinema are all methods for reaching many people with lots of information and more.
Television
There are five free television channels in Britain (BBC1, BBC2, ITV, Channel 4 and Channel 5). There are also satellite and cable channels paid for by subscription. BBC has no adverts, funded by license fee. All other channels have advertising.
Channels such as BBC1 offer general entertainment, while others concentrate on specific areas of interest, such as sport, music, movies, and children’s programmes. The largest satellite broadcaster is BskyB (British Sky Broadcasting).
The most popular channels are ITV and BBC 1. BBC 2 and Channel 4 are often called 'minority' or 'alternative' channels because they broadcast programmes which are outside of the mainstream. Channel 5 began transmitting in 1997 but as yet it has failed to attract a significant share of the audience.
The BBC is the one of the world’s largest media organisations, providing five national radio networks, 39 local radio stations and World Service (radio and television) in addition to its two TV services. Its main source of income is the license fee, although it is having to become increasingly commercial, for instance through the sale of programmes, merchandise and technical resources.
Britain's other TV services (Channels 3, 4 & 5 and satellite/cable) rely financially on selling advertising space and sponsorship of programmes.
Soap operas continue to be the most popular TV programmes, followed by drama or adventure series (eg. Casualty or The Bill). Lighthearted shows such as Blind Date and quizzes also attract large audiences.
However, the development of more single theme channels on satellite and cable (e.g.. films, news, life styles, music, sci-fi, nostalgia) means that viewers are more easily able to 'filter out' types of programmes which do not appeal to them. And improved technology is leading to cable (community) and pay-to-view television being linked with phone lines, radio, the Internet, and interactive opportunities such as home shopping and banking. – Interactive.
Radio
People in the UK spend almost 16 hours a week listening to the radio. The BBC has five national radio networks, which together transmit all types of music, news, current affairs, drama, education, sport and a range of features programmes. There are also 39 BBC local radio stations serving England and also national regional radio services in Scotland, Wales and Northern Ireland.
There are three national commercial radio stations. About 200 independent local radio services are also in operation. These stations supply local news and information, sport, music and other entertainment, education and consumer advice. An expansion of local and national radio will be made possible with digital audio broadcasting. BBC digital radio broadcasts began in September 1995. The first commercial digital radio services are due to be broadcast in 1999. #p#分頁標(biāo)題#e#
85% of people in Britain today listen regularly to the radio. The sector which attracts the largest audience is independent local radio, broadcasting to young people in a largely music format.
Speech-based programmes tend to dominate BBC Radio 4 and 5 schedules, as well as Talk Radio. BBC Local Radio, targeting people over 40, feature about twice as much speech as music. Restricted Service Licenses or RSLs are issued by the Radio Authority for small community- or college-centred radio stations which are then permitted to broadcast for a limited period.
Changes in Regulation
Broadcasting in the UK is undergoing radical change. The availability of more radio frequencies, together with satellite, cable and microwave transmissions, has already made a greater number of local, national and international services possible. The transition from analogue to digital transmission technology has the potential to expand this capacity enormously.
Digital broadcasting is a new, more effective way of transmitting radio and television services. It allows much more information than before to be transmitted, and can offer many more channels, extra services, interactivity and higher quality picture and sound to viewers and listeners willing to invest in new receiving equipment.
Newspapers
More daily newspapers, national and regional, are sold for every person in Britain than in most other developed countries. On an average day, nearly 60 percent of people over the age of 15 read a national morning paper and over 65 percent read a Sunday newspaper. There are 10 national morning daily newspapers, 9 Sundays, about 1,400 regional and local newspaper titles, and over 6,500 periodical publications on sale. There is no state control or censorship.
There are two types of newspaper, Tabloid and Broadsheet. Tabloids dominate the market; they provide a mainly entertainment and sports news, usually in a sensational or scandalous way, they use their own interpretation of current news issues. The Sun is bought by around 4 million people every day, four times the number who buy the highest selling broadsheet paper, the Daily Telegraph. Middle-range papers (Mail and Express) claim about a quarter of readers, with 'quality' newspapers (The Times, Guardian, Independent, etc) less than 20%
On Sundays, the News of the World is read by up to a third of newspaper readers. It is published by News International which also owns The Sun, The Times, and the Sunday Times, and has a 40% share in BskyB. Many of the large media groups have business interests in other areas of the media (e.g. regional ITV companies, satellite or cable TV, magazines, books or regional newspapers).
In addition to national newspapers, there are also 43 million local or regional papers bought or delivered free to homes in Britain every week.
英國(guó)大眾傳媒dissertation代寫英國(guó)電視市場(chǎng)的大玩家
英國(guó)經(jīng)營(yíng)廣播電視的公司主要有英國(guó)廣播協(xié)會(huì)(British Broadcasting Corporation),獨(dú)立廣播公司(ITV Network Limited),第四頻道電視公司(Channel Four Television Corporation),第五頻道公司(Five)以及英國(guó)天空廣播公司(BSB,British Sky Broadcasting Group)。現(xiàn)有五個(gè)地面廣播電視頻道,其中BBC 1和BBC 2、Channel 4是公眾服務(wù)頻道;Channel 3(即ITV)、Channel 5(Five)是商業(yè)頻道。英國(guó)的有線電視經(jīng)營(yíng)者主要是電纜及無線通訊公司(Cable & Wireless Communication),提供衛(wèi)星電視服務(wù)的主要是BSB。從體制上來說,BBC和Channel 4是公營(yíng)廣播公司,Channel 3、Channel 5以及眾多的網(wǎng)絡(luò)及衛(wèi)星頻道是私營(yíng)體制;但從服務(wù)性質(zhì)來看,五個(gè)地面廣播電視頻道都被賦予了公眾服務(wù)的職責(zé),獨(dú)立電視委員會(huì)(ITC,Independent Television Commission)負(fù)責(zé)商業(yè)電視臺(tái),網(wǎng)絡(luò)和衛(wèi)星服務(wù)的許可證和監(jiān)管,公營(yíng)廣播頻道Channel 4也屬于ITC的管轄范圍之內(nèi)。#p#分頁標(biāo)題#e#
公眾廣播服務(wù)機(jī)構(gòu)
BBC
BBC (British Broadcasting Corporation) 是世界上第一個(gè)公眾服務(wù)廣播公司。其前身英國(guó)廣播公司(British Broadcasting Company)是六家收音機(jī)制造商聯(lián)合創(chuàng)辦的商業(yè)機(jī)構(gòu),創(chuàng)立于1922年,得到了英國(guó)郵政總局的支持,從而獲得收音廣播的壟斷權(quán)。壟斷是英國(guó)用來解決美國(guó)因商業(yè)電臺(tái)林立而帶來空中訊號(hào)干擾的方案。它的收入主要是許可證費(fèi),凡購(gòu)買有BBC標(biāo)志的無線電收音機(jī)及其接收BBC廣播的人都要向郵局繳費(fèi),郵局再轉(zhuǎn)交給BBC。1927年之后,英國(guó)廣播公司轉(zhuǎn)變?yōu)楣姺?wù)組織,由王室授予特許狀,其決策委員會(huì)由國(guó)家任命,收取許可證費(fèi)的多少也由國(guó)家決定。因此,盡管BBC采用收取許可費(fèi)而不是廣告費(fèi)的資金來源方式以圖保證其編輯的獨(dú)立性,BBC與所有政黨組閣的政府之間的關(guān)系一直都很微妙,偶爾也會(huì)受制于政府。 BBC為英國(guó)觀眾提供多個(gè)全國(guó)性的公眾服務(wù)電視頻道,包括BBC News 24, BBC Parliament, BBC CBeebies, CBBC, BBC 4, BBC3 以及數(shù)字寬屏格式(digital widescreen format)的BBC1和BBC2, 此外還有一個(gè)互動(dòng)頻道,觀眾能夠通過英國(guó)的數(shù)字衛(wèi)星、數(shù)字天線和數(shù)據(jù)電纜三種數(shù)字化平臺(tái)免費(fèi)接收這些廣播數(shù)字頻道。其中, BBC1和BBC2歷史較為悠久,對(duì)英國(guó)觀眾的影響較大。在2002/03年度,這兩個(gè)公共頻道的收視率分別為26.5%和11.2%,BBC1雄居所有頻道的收視榜首。
Channel 4
Channel 4開播于1982年底,在威爾士,英國(guó)政府迫于一些壓力集團(tuán)的要求,設(shè)立了一個(gè)單獨(dú)的威爾士語頻道——S4C。它是八十年代期間有線和衛(wèi)星電視到來之前的最后一個(gè)地面廣播電視頻道。Channel 4成立之時(shí)是IBA旗下的子公司,1990年英國(guó)廣播法案推出之后,它脫離了IBA成為獨(dú)立法人,由ITC指定它的董事會(huì)成員。它的定位是為小眾服務(wù)的全國(guó)性公營(yíng)電視頻道,事實(shí)上,它是一個(gè)摻雜了公眾服務(wù)與商業(yè)電視服務(wù)的混合體, 是英國(guó)另一個(gè)版本的公眾廣播服務(wù)機(jī)構(gòu)。
在八十年代,Channel 4沒有獲準(zhǔn)銷售自己的廣告,收入來自于ITV各家地區(qū)公司的撥付,1982年,ITV支持Channel 4的費(fèi)率占其總收入的4%,1983為12%,1985年時(shí)達(dá)到17%。Channel 4購(gòu)買節(jié)目的費(fèi)用通過一系列獨(dú)立制片公司及其編輯的過濾,間接由廣告商承付。自1993年起,Channel 4獲權(quán)可以銷售自己的廣告,節(jié)目取向也朝著流行品味傾斜,它的核心觀眾多為年輕人和富有的職業(yè)人士,對(duì)于廣告商來說,這個(gè)群體非常有吸引力。從1997年到2000年之間,它的平均年增長(zhǎng)率達(dá)到11.8%。九十年代后期,眾多的批評(píng)人士指出,它借著公眾服務(wù)的保護(hù)傘大行商業(yè)之道,有悖公平競(jìng)爭(zhēng)法則。競(jìng)爭(zhēng)對(duì)手認(rèn)為它要么轉(zhuǎn)制為商業(yè)電視臺(tái),要么就做一個(gè)名副其實(shí)的公眾廣播服務(wù)機(jī)構(gòu),但不應(yīng)該兩者皆是。
商業(yè)電視臺(tái)#p#分頁標(biāo)題#e#
獨(dú)立電視臺(tái)(ITV)
1955年9月22日,英國(guó)的第一個(gè)商業(yè)電視臺(tái)ITV(Channel 3)開播,從而結(jié)束了BBC自1936年開始的電視屏幕壟斷時(shí)代,英國(guó)廣播電視進(jìn)入到雙元體制下的溫和競(jìng)爭(zhēng)狀態(tài)。之所以稱為溫和的競(jìng)爭(zhēng),是因?yàn)锽BC與ITV之間是一種爭(zhēng)奪觀眾的時(shí)間而不是觀眾的資費(fèi)的競(jìng)爭(zhēng)關(guān)系。
ITV由15家地區(qū)經(jīng)銷商提供地方及全國(guó)廣播網(wǎng)服務(wù)。2003年10月,控制了ITV四分之三的地區(qū)經(jīng)銷商的Carlton和 Granada合并,于是原來擁有ITV產(chǎn)權(quán)的五家公司變成了四家,九十年代以后,衛(wèi)星及有線頻道雨后春筍般地開通不斷分流觀眾和廣告費(fèi),再加上第四頻道直接進(jìn)入廣告市場(chǎng),第五頻道開通,ITV的地區(qū)經(jīng)銷商的廣告份額受到嚴(yán)重挑戰(zhàn)。
Channel 5
1997年4月份,第五個(gè)地面廣播頻道開通,靠收取廣告費(fèi)作為資金來源。2002年的平均收視率達(dá)到6.3%, 較之于前一年的5.7%增加了0.6個(gè)百分點(diǎn)。
衛(wèi)星廣播電視臺(tái)BSkyB
早在60年代,BBC和ITV就通過衛(wèi)星獲取圖像,然后用傳統(tǒng)的方式轉(zhuǎn)播給英國(guó)觀眾。這是衛(wèi)星電視在英國(guó)發(fā)展的第一階段。第二階段是在八十年代中期,衛(wèi)星廣播公司繞開BBC與ITV的雙元壟斷,將生產(chǎn)的節(jié)目通過電纜運(yùn)營(yíng)商播放給英國(guó)觀眾。第三個(gè)階段始于1989年,衛(wèi)星廣播公司不僅繞開BBC與ITV,而且也不再通過電纜運(yùn)營(yíng)商,直接將其原創(chuàng)的節(jié)目通過衛(wèi)星直接廣播(DBS),用戶只要有碟型衛(wèi)星天線和解碼器,就可以接收衛(wèi)星廣播節(jié)目。衛(wèi)星廣播在英國(guó)市場(chǎng)獲得成功是一個(gè)非常艱難的過程,這主要源自于英國(guó)人能收到大量免費(fèi)電視節(jié)目,而且閱聽者對(duì)傳統(tǒng)頻道有著極強(qiáng)的忠誠(chéng)度。直到1997年,很多英國(guó)人依然鎖定三個(gè)頻道:BBC1,BBC2和ITV。衛(wèi)星廣播電視公司中最強(qiáng)勁的英國(guó)天空廣播公司BSkyB在經(jīng)歷了多年數(shù)目巨大的虧損之后在1994年開始在英國(guó)市場(chǎng)取得盈利, 并獲得了DBS行業(yè)的實(shí)質(zhì)性壟斷地位。
英國(guó)電視的市場(chǎng)特色
強(qiáng)烈的公眾服務(wù)意識(shí)
BBC作為主要的公眾服務(wù)組織, 其財(cái)政主要來源是公眾繳納的許可證費(fèi), 凡是接收電視信號(hào)的裝置(電視、電腦等), 不論是否用來收看BBC的節(jié)目, 裝置所有者都必須通過郵局向BBC繳費(fèi)。這一收入方式?jīng)Q定了BBC服務(wù)公眾的責(zé)任和義務(wù)。對(duì)于商業(yè)電視臺(tái)來說,無論是欄目設(shè)置還是節(jié)目?jī)?nèi)容,也要表現(xiàn)出公眾服務(wù)的責(zé)任, 這從他們開始進(jìn)入市場(chǎng)的時(shí)候就被賦予了的。商業(yè)電視臺(tái)的準(zhǔn)入壁壘比較高,準(zhǔn)許經(jīng)營(yíng)商業(yè)電視臺(tái)的公司數(shù)量受到限制,并且每十年要重新競(jìng)標(biāo),成功獲得ITC的許可經(jīng)營(yíng)的投標(biāo)公司,標(biāo)的數(shù)目自然是一個(gè)非常重要的原因,但標(biāo)的最高的公司并非一定能獲得許可,這些公司還需要能夠滿足節(jié)目服務(wù)質(zhì)量的標(biāo)準(zhǔn)。因此,在英國(guó),商業(yè)廣播電視機(jī)構(gòu)的商業(yè)性懾于公眾服務(wù)職責(zé)不可侵犯的威權(quán),顯得比較內(nèi)斂。#p#分頁標(biāo)題#e#
英國(guó)大眾傳媒dissertation代寫較為強(qiáng)硬的市場(chǎng)監(jiān)管
英國(guó)的廣播電視業(yè)是一個(gè)受到高度監(jiān)管的行業(yè)。1990及1996年英國(guó)的廣播法案為當(dāng)前廣播市場(chǎng)的監(jiān)管提供了法律上的依據(jù)。對(duì)廣播節(jié)目的內(nèi)容和節(jié)目質(zhì)量的控制是英國(guó)廣播電視政策的一個(gè)重要方面,目的是為了避免重復(fù)英國(guó)人為之憎惡的過分商業(yè)化的美國(guó)廣播模式。在這一政策的長(zhǎng)期督導(dǎo)下,英國(guó)電視總是在試圖用高品質(zhì)的節(jié)目去滿足多數(shù)群體的品味的同時(shí),還提供充足而多樣的節(jié)目?jī)?nèi)容保證小眾群體的觀看需求。盡管1990年廣播法案中產(chǎn)生的ITC采取“輕度接觸”的監(jiān)管辦法,降低質(zhì)量控制的力度,但遵循廣播的公共服務(wù)職責(zé)依然還是無論公營(yíng)或私營(yíng)的廣播機(jī)構(gòu)的基本原則。基于對(duì)商業(yè)廣播機(jī)構(gòu)為了追逐利潤(rùn)容易放棄傳統(tǒng)公眾廣播服務(wù)使命的假設(shè),加諸于ITV公司的法規(guī)細(xì)則更多于BBC。
此外,對(duì)于參與廣播服務(wù)公司的許可以及對(duì)其所有權(quán)變更的監(jiān)督,防止通過所有權(quán)的變更所產(chǎn)生的合并與集中對(duì)多元主義和文化多樣性的破壞。這種強(qiáng)硬的監(jiān)管環(huán)境保證了公共服務(wù)的基礎(chǔ),但也限制了傳統(tǒng)頻道之間的競(jìng)爭(zhēng),各頻道之間的定位更多是政策驅(qū)動(dòng)而非市場(chǎng)驅(qū)動(dòng)。SBkyS等市場(chǎng)自由度比較大而又不占用公共波長(zhǎng)的衛(wèi)星及有線電視公司的競(jìng)爭(zhēng),必將對(duì)現(xiàn)有的廣播法案帶來挑戰(zhàn)。
強(qiáng)大的原創(chuàng)能力
英國(guó)大眾傳媒dissertation代寫BBC是歐洲最大的廣播電視節(jié)目生產(chǎn)商。在廣泛的題材范圍內(nèi)開發(fā)高質(zhì)量,內(nèi)容有創(chuàng)新的節(jié)目一直是這個(gè)組織最看重的傳統(tǒng)和它的強(qiáng)項(xiàng)。強(qiáng)大的原創(chuàng)能力使BBC的節(jié)目在全球范圍內(nèi)獲得良好的銷售業(yè)績(jī),2002/03財(cái)務(wù)年度,BBC Worldwide賣出了4萬多個(gè)小時(shí)的電視節(jié)目,占英國(guó)電視出口市場(chǎng)的54%。ITV 1是歐洲除BBC之外最大的投資原創(chuàng)節(jié)目的廣播商。此外,英國(guó)有龐大的獨(dú)立廣播電視節(jié)目制作機(jī)構(gòu)。這些獨(dú)立公司的存在有利于發(fā)展文化的多樣性,因此得到政府的鼓勵(lì)和支持,規(guī)定BBC和ITV的25%的節(jié)目要從這些公司購(gòu)入。Channel 4的成立更為英國(guó)的獨(dú)立節(jié)目制作公司的繁榮起到了十分重要的作用。作為公營(yíng)服務(wù)機(jī)構(gòu),Channel 4要為少數(shù)群體提供制作成本高昂、品味高雅的節(jié)目,諸如歌劇、戲劇以及記錄片等。這些節(jié)目的制作不是由Channel 4自己承擔(dān)的,而是由公司外部的獨(dú)立制片公司制作的。Channel 4更象一個(gè)類似于精品書店的廣播電視公司,從眾多的獨(dú)立公司制作的節(jié)目中精挑細(xì)選,保證節(jié)目品質(zhì),既降低固定資本投入的運(yùn)營(yíng)成本,又對(duì)節(jié)目公司的原創(chuàng)能力提供了刺激作用。
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