英國大眾傳媒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.
英國大眾傳媒dissertation代寫英國電視市場的大玩家
英國經營廣播電視的公司主要有英國廣播協會(British Broadcasting Corporation),獨立廣播公司(ITV Network Limited),第四頻道電視公司(Channel Four Television Corporation),第五頻道公司(Five)以及英國天空廣播公司(BSB,British Sky Broadcasting Group)。現有五個地面廣播電視頻道,其中BBC 1和BBC 2、Channel 4是公眾服務頻道;Channel 3(即ITV)、Channel 5(Five)是商業頻道。英國的有線電視經營者主要是電纜及無線通訊公司(Cable & Wireless Communication),提供衛星電視服務的主要是BSB。從體制上來說,BBC和Channel 4是公營廣播公司,Channel 3、Channel 5以及眾多的網絡及衛星頻道是私營體制;但從服務性質來看,五個地面廣播電視頻道都被賦予了公眾服務的職責,獨立電視委員會(ITC,Independent Television Commission)負責商業電視臺,網絡和衛星服務的許可證和監管,公營廣播頻道Channel 4也屬于ITC的管轄范圍之內。#p#分頁標題#e#
公眾廣播服務機構
BBC
BBC (British Broadcasting Corporation) 是世界上第一個公眾服務廣播公司。其前身英國廣播公司(British Broadcasting Company)是六家收音機制造商聯合創辦的商業機構,創立于1922年,得到了英國郵政總局的支持,從而獲得收音廣播的壟斷權。壟斷是英國用來解決美國因商業電臺林立而帶來空中訊號干擾的方案。它的收入主要是許可證費,凡購買有BBC標志的無線電收音機及其接收BBC廣播的人都要向郵局繳費,郵局再轉交給BBC。1927年之后,英國廣播公司轉變為公眾服務組織,由王室授予特許狀,其決策委員會由國家任命,收取許可證費的多少也由國家決定。因此,盡管BBC采用收取許可費而不是廣告費的資金來源方式以圖保證其編輯的獨立性,BBC與所有政黨組閣的政府之間的關系一直都很微妙,偶爾也會受制于政府。 BBC為英國觀眾提供多個全國性的公眾服務電視頻道,包括BBC News 24, BBC Parliament, BBC CBeebies, CBBC, BBC 4, BBC3 以及數字寬屏格式(digital widescreen format)的BBC1和BBC2, 此外還有一個互動頻道,觀眾能夠通過英國的數字衛星、數字天線和數據電纜三種數字化平臺免費接收這些廣播數字頻道。其中, BBC1和BBC2歷史較為悠久,對英國觀眾的影響較大。在2002/03年度,這兩個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,英國政府迫于一些壓力集團的要求,設立了一個單獨的威爾士語頻道——S4C。它是八十年代期間有線和衛星電視到來之前的最后一個地面廣播電視頻道。Channel 4成立之時是IBA旗下的子公司,1990年英國廣播法案推出之后,它脫離了IBA成為獨立法人,由ITC指定它的董事會成員。它的定位是為小眾服務的全國性公營電視頻道,事實上,它是一個摻雜了公眾服務與商業電視服務的混合體, 是英國另一個版本的公眾廣播服務機構。
在八十年代,Channel 4沒有獲準銷售自己的廣告,收入來自于ITV各家地區公司的撥付,1982年,ITV支持Channel 4的費率占其總收入的4%,1983為12%,1985年時達到17%。Channel 4購買節目的費用通過一系列獨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獲權可以銷售自己的廣告,節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人士,對于廣告商來說,這個群體非常有吸引力。從1997年到2000年之間,它的平均年增長率達到11.8%。九十年代后期,眾多的批評人士指出,它借著公眾服務的保護傘大行商業之道,有悖公平競爭法則。競爭對手認為它要么轉制為商業電視臺,要么就做一個名副其實的公眾廣播服務機構,但不應該兩者皆是。
商業電視臺#p#分頁標題#e#
獨立電視臺(ITV)
1955年9月22日,英國的第一個商業電視臺ITV(Channel 3)開播,從而結束了BBC自1936年開始的電視屏幕壟斷時代,英國廣播電視進入到雙元體制下的溫和競爭狀態。之所以稱為溫和的競爭,是因為BBC與ITV之間是一種爭奪觀眾的時間而不是觀眾的資費的競爭關系。
ITV由15家地區經銷商提供地方及全國廣播網服務。2003年10月,控制了ITV四分之三的地區經銷商的Carlton和 Granada合并,于是原來擁有ITV產權的五家公司變成了四家,九十年代以后,衛星及有線頻道雨后春筍般地開通不斷分流觀眾和廣告費,再加上第四頻道直接進入廣告市場,第五頻道開通,ITV的地區經銷商的廣告份額受到嚴重挑戰。
Channel 5
1997年4月份,第五個地面廣播頻道開通,靠收取廣告費作為資金來源。2002年的平均收視率達到6.3%, 較之于前一年的5.7%增加了0.6個百分點。
衛星廣播電視臺BSkyB
早在60年代,BBC和ITV就通過衛星獲取圖像,然后用傳統的方式轉播給英國觀眾。這是衛星電視在英國發展的第一階段。第二階段是在八十年代中期,衛星廣播公司繞開BBC與ITV的雙元壟斷,將生產的節目通過電纜運營商播放給英國觀眾。第三個階段始于1989年,衛星廣播公司不僅繞開BBC與ITV,而且也不再通過電纜運營商,直接將其原創的節目通過衛星直接廣播(DBS),用戶只要有碟型衛星天線和解碼器,就可以接收衛星廣播節目。衛星廣播在英國市場獲得成功是一個非常艱難的過程,這主要源自于英國人能收到大量免費電視節目,而且閱聽者對傳統頻道有著極強的忠誠度。直到1997年,很多英國人依然鎖定三個頻道:BBC1,BBC2和ITV。衛星廣播電視公司中最強勁的英國天空廣播公司BSkyB在經歷了多年數目巨大的虧損之后在1994年開始在英國市場取得盈利, 并獲得了DBS行業的實質性壟斷地位。
英國電視的市場特色
強烈的公眾服務意識
BBC作為主要的公眾服務組織, 其財政主要來源是公眾繳納的許可證費, 凡是接收電視信號的裝置(電視、電腦等), 不論是否用來收看BBC的節目, 裝置所有者都必須通過郵局向BBC繳費。這一收入方式決定了BBC服務公眾的責任和義務。對于商業電視臺來說,無論是欄目設置還是節目內容,也要表現出公眾服務的責任, 這從他們開始進入市場的時候就被賦予了的。商業電視臺的準入壁壘比較高,準許經營商業電視臺的公司數量受到限制,并且每十年要重新競標,成功獲得ITC的許可經營的投標公司,標的數目自然是一個非常重要的原因,但標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目服務質量的標準。因此,在英國,商業廣播電視機構的商業性懾于公眾服務職責不可侵犯的威權,顯得比較內斂。#p#分頁標題#e#
英國大眾傳媒dissertation代寫較為強硬的市場監管
英國的廣播電視業是一個受到高度監管的行業。1990及1996年英國的廣播法案為當前廣播市場的監管提供了法律上的依據。對廣播節目的內容和節目質量的控制是英國廣播電視政策的一個重要方面,目的是為了避免重復英國人為之憎惡的過分商業化的美國廣播模式。在這一政策的長期督導下,英國電視總是在試圖用高品質的節目去滿足多數群體的品味的同時,還提供充足而多樣的節目內容保證小眾群體的觀看需求。盡管1990年廣播法案中產生的ITC采取“輕度接觸”的監管辦法,降低質量控制的力度,但遵循廣播的公共服務職責依然還是無論公營或私營的廣播機構的基本原則。基于對商業廣播機構為了追逐利潤容易放棄傳統公眾廣播服務使命的假設,加諸于ITV公司的法規細則更多于BBC。
此外,對于參與廣播服務公司的許可以及對其所有權變更的監督,防止通過所有權的變更所產生的合并與集中對多元主義和文化多樣性的破壞。這種強硬的監管環境保證了公共服務的基礎,但也限制了傳統頻道之間的競爭,各頻道之間的定位更多是政策驅動而非市場驅動。SBkyS等市場自由度比較大而又不占用公共波長的衛星及有線電視公司的競爭,必將對現有的廣播法案帶來挑戰。
強大的原創能力
英國大眾傳媒dissertation代寫BBC是歐洲最大的廣播電視節目生產商。在廣泛的題材范圍內開發高質量,內容有創新的節目一直是這個組織最看重的傳統和它的強項。強大的原創能力使BBC的節目在全球范圍內獲得良好的銷售業績,2002/03財務年度,BBC Worldwide賣出了4萬多個小時的電視節目,占英國電視出口市場的54%。ITV 1是歐洲除BBC之外最大的投資原創節目的廣播商。此外,英國有龐大的獨立廣播電視節目制作機構。這些獨立公司的存在有利于發展文化的多樣性,因此得到政府的鼓勵和支持,規定BBC和ITV的25%的節目要從這些公司購入。Channel 4的成立更為英國的獨立節目制作公司的繁榮起到了十分重要的作用。作為公營服務機構,Channel 4要為少數群體提供制作成本高昂、品味高雅的節目,諸如歌劇、戲劇以及記錄片等。這些節目的制作不是由Channel 4自己承擔的,而是由公司外部的獨立制片公司制作的。Channel 4更象一個類似于精品書店的廣播電視公司,從眾多的獨立公司制作的節目中精挑細選,保證節目品質,既降低固定資本投入的運營成本,又對節目公司的原創能力提供了刺激作用。
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