Free Choice - Reality TV Shipwrecked

Technology
Shipwrecked is a TV series on channel 4 and occurs once a year, it uses digital video and broadband internet.
Digital video is used to record the television programmes and the cameras and microphones have to be very high quality to deal with the conditions. The series is shot on pacific, tropical islands so the equipment has to cope with extreme heat, rain, sand and dirt. The internet is used for the channel 4, shipwrecked website; which gives fans more information and unseen video clips.
The technology is replacing older cameras and sound equipment which would not have coped with the conditions. The website is replacing reading about the programme via TV guides and teletext etc. It is relevant and significant because it makes the television programme a lot more fun and more interesting for viewers, and also provides a lot of escapism.

Media Content
The media content involved is the TV series, the website and the trailers

The TV series
The show is basically a reality TV competition between 2 sets of people. At the start there are 2 islands and 5 people on each Island – they are ‘tribes’, called sharks and tigers. Each week there is a ‘new arrival’ and each tribe have 3 days to convince them to choose their island at the weekly beach party. After 5 months the island with the most inhabitants wins (this year) £100,000 to share. The beautiful location (South Pacific) and outrageous characters really hook viewers in, and much like Big Brother, it can become very addictive. This is great for channel 4 (which is probably why it has a lot of reality programmes – e.g. big brother, dispatches, child genius etc) because it means loyalty. The TV series is also shown during ‘T4’, this means that the presenters also get very involved in it and discuss events etc, it also means that thee are sometimes interviews with people who have been sent home or chose to leave.

The website http://www.channel4.com/entertainment/tv/microsites/S/shipwrecked/index.html
The website is simply laid out with a white background and turquoise text – themed around exotic islands presumably. This is where Shipwrecked becomes interactive, with features like quizzes – which test your knowledge of the programme and Forums – where viewers can discuss events etc. It also has free, downloadable podcasts – e.g. Campfire confessions from the islanders, it also heavily advertises the show’s Bebo website. It also has a competition to win a holiday. Viewers can access information about all of the islanders and a quick summary of each past week – so if they join the series late or miss an episode, then they can still catch up. One of the main attractions of the website (which is particularly advertised on TV) is that you can view unseen footage and also some of the best clips. There is also a mobile feature – by texting ‘Shipwrecked’ to 83188 you receive a link to a mobile website and you watch clips and read for information on-the-go.

Trailers
The trailers/advertisements for the show make it very attractive. They are heavily dramatised with loud, strong music and they emphasise the beautiful location. They also emphasis the drama of the island and reveal snippets about what will happen in the next week’s episode.

Audiences
Television programmes often have target audiences of a few years under the age of the characters, so the rough target audience of shipwrecked is probably 15-18. All social groups are relevant as the people participating in the programme come from all different backgrounds.

The audience are using it for viewing pleasure; it is a competition so most viewers probably take sides, and, like most reality TV, it is very easy to feel involved. Set in such a remote and beautiful location it probably provides viewers with a sense of escapism, and possibly also inspires them to take gap years, or apply for the show them. So the benefits it provides are pleasure and escapism for the viewers.

Institutions
The institution which creates and airs the show is channel 4, and it brings them a great deal of benefits with respect to ratings.
Reality TV is very popular with teens and can be highly addictive, this boosts the ratings for channel 4 dramatically – particularly because each week a new persona arrives so viewers try not to miss episodes. The show also gives channel 4 a lot of material for airing because as well as the main show there is also ‘Hutcam diaries’ – a show on during Saturdays, and ‘The third Island’ – which is a new feature of this year in which there is a new secret island.
So the only benefit it brings them is exhibition because it gives them something popular to exhibit

Key Concepts
Shipwrecked is an example of Immediacy, Interactivity, Democratisation, Quality and Time-shift.

Immediacy
The website is a form of immediacy because it can be accessed anywhere at anytime. Fans can see unseen footage or read about the characters and rules from the website whenever.

Interactivity
The website is incredibly interactive but I don’t think that the actually show has ‘red button’ features. The website’s interactive features include; quizzes – test your knowledge and forums – where you can join in and discuss anything.

Democratisation
Anyone can audition for shipwrecked and you apply online through the website – this gives anyone and everyone the chance to get involved. It is also an example of democratisation because it is these applicants which actually create the material for the show – so channel 4 don’t really have much say in the show’s content (other than to censor parts).

Quality
The quality of the equipment must be very high in order to cope with the conditions. The cameras and microphones must be able to withstand intense heat and rain and also a lot of dirt and sand.

Time-Shift
The shows are repeated once a week on channel 4 but you can also see some video clips and all the information on a particular episode from the website. This way viewers can miss an episode but not feel alienated from the programme when they next watch it.

New Release - Wii Fit

Technology
The technology involved in the Wii Fit is the Wii games console and the balance board required for the Wii Fit game.
It is replacing traditional games consoles which just have ordinary controllers and less interactive games. The balance board is incredibly complex and can measure a user’s weight, centre of gravity (used for exercises) and calculate their body mass index (when told height). It can essentially tell if a player is completing the exercises properly. However, even though it is so complex, the game still focuses on slow and controlled movement – indicating that this is all the Wii Fit can handle/analyse.
The technology is incredibly significant because the balance board has allowed Wii Fit to create a revolutionary game, which can be enjoyed by all ages and lifestyles.

Media Content
The only media content involved is the video game itself

The Game
The game is an example of a new phenomenon called ‘Exergaming’ – as it provides a mixture of exercise and gaming (on consoles). It is played whilst standing or leaning on the Wii balance board and in total has over 40 different activities to do. These are split into 4 sections; Aerobic exercise, Muscle Conditioning, Yoga Poses and Balance Games. I think this is really great because it provides activities for the entire family – e.g. Yoga for mothers, and balance games (such as hula hoop, skiing and tight-tope walking) can be enjoyed by children or the family all together. These activities are all focused on slow and controlled movements (this is probably due to the balance board’s capability to track movements just from the shifting weight in a player’s legs). The Wii console has a homescreen, on which there are lots of different ‘channels’, with a Wii Fit it adds a channel. This channel records your fitness levels (and other players such as family members) so you can keep track and so that you can compare with others. Much like ‘brain training’, the Wii Fit tracks a player’s ‘Fitness Age’ – encouraging you to aim to improve it over time, and this increases loyalty to the game. This concept of ages also brings loyalty to the brand, because it allows you to try and improve yourself and tracks your progress for you – something very appealing. The game can also be multi-player – not at the same time, but it can track the fitness of different characters (which you can create with the Mii channel – detailed below), this increases the appeal of families, as they can take turns and try to beat each others scores.


Audiences
The Wii Fit is essentially targeted at families with ‘a way to help get families exercising together’ being in its ‘mission statement’, although in the promotional video it depicts many people from all backgrounds, ages and lifestyles using the technology. There are families, young and childless couples, teenagers and older users.

Audiences are using it as a new way to exercise and to keep fit, and it is almost like having a personal trainer – you can choose exercises you want to do and it tracks your fitness level for you. It provides the benefits that that they don’t have to go to gym or even leave their house, but they can still keep fit. It, like many other new technologies, means that they can work their lives around their exercise/chosen media consumption. It also offers quite a novel and exciting experience, and as well as all the serious fitness it has the more fun games – like hula hoop and skiing – possibly targeted at families with younger members.

Institutions
Wii Fit has brought great benefits for Nintendo, it has greatly increased their audience because it doesn’t have a specific target audience – anyone can enjoy and use it. The entire Wii range – particularly Wii Fit – has given them an amazing, new, modern image, so in a way it is helping them to market their institution, but in a ‘below-the-belt’, reputation style.
The only other benefits it brings them is that it is another game, and it exhibits this game, so it increases their profits – within one month it had sold over 1 million copies.

Key Concepts
Key concepts demonstrated by the Wii Fit are interactivity, personalisation, non-linear, vertical integration, diversification and Analogue v. Digital

Interactivity
The Wii Fit is an incredible example of interactivity with video games, because instead of just playing sports like football etc you actually exercise yourself. You therefore are interacting with the game because it stores your fitness levels and results and you play against others are compare.

Personalisation
Personalisation is a great feature within a video game because it gets the player really involved – very similar to interactivity. You get to choose the activities you do and it also analyses and stores your fitness level for you, as opposed to a lot of other games where it is irrelevant who is actually playing. I think you can also design the character you play with, with the Mii channel (described below).

Non-Linear
A lot of video games are incredibly linear in their content as you often follow a storyline, but the layout of games like Wii Fit (and a lot of other Nintendo games, e.g. Nintendogs) mean that you choose the activities you want to do and in what order.

Vertical Integration
On a Nintendo Wii there is a feature called the homescreen, which has lots of different channels, some defaults are; photos – where you can upload and edit photos, and Mii – where you create caricatures. The Nintendo Wii has a channel which monitors your fitness level (and other players) and allows you to compare it to other players as well. This is vertical integration because it encourages loyalty to the brand as it encourages you to get more channels because you enjoy them etc.

Diversification
This console offers diversification because it offers a new experience within a household - increasing the new technologies that they have. It is also an indicator of a diversified household because it is quite expensive, implying that the family also has other similiar games and gadgets.

Analogue v. Digital
This is an example of analogue v. digital with respect to exercise and sport. Traditionally sport is done outside, or in a gym. Where as with the Wii Fit you can do it indoors, in your living room, digitally – and the information is stored digitally in your Wii.

Converged, Portable, Digital Technology - iPhone

Technology
The technology involved is the internet (via wi-fi), mobile and mp3 and 4

The iPhone is replacing laptops (portable computers), walkmans (portable music) and ordinary mobile phones. It is significant because it is so revolutionary to have all these things working so efficiently and to such a high quality in one device.

The iPhone also has multi-touch interface for touch screen, an accelerometer so that it knows if it is landscape or portrait to flip the screen, and it also knows if it is on an aeroplane so it can disable calls and the internet.

Media Content
The content in the iPod is the internet browser (within this there are widgets), the mobile, the iPod, maps and updates.

The Phone
To make a call you just have to scroll through your contacts and tap on the person’s name, you can also store lots of other information, for example, addresses – and these can be opened in the other features such as maps. There is also an option to use an ‘old-fashioned’ style keypad to make calls – i.e. numbers displayed on a usual phone keypad. You can create conference calls by calling 2 people at a time; you can also create a conference call during a conversation by simply phoning another, or merge 2 calls which you receive simultaneously. There is a favourite contacts section, which, much like speed dial allows you to very quickly call people you speak to frequently. A feature called visual voice mail stores your voice mails in a list, giving dates of reception and the names so you can choose which to listen to and in what order. iPhone SMS allows you to see entire conversations you have been having over time, SMS is one of the 16 default applications which are on the home screen (along with features such internet, youtube, camera and settings). The home screen also has 4 main applications; phone, e-mail, safari and iPod. A 2 mega pixel camera also lets you take and store photos into albums, by flipping the phone you can see landscape photos larger as they flip too, you can zoom in by ‘pinching’ and e-mail photos to others.

The Internet
The iPhone internet runs on quand-band GSM and is called Safari, and it has many innovative features completely new to mobile internet. You can bookmark pages and then add these book marks to your computer internet (and vice versa). The default search engine is google but this is easily changeable, all you have to do is type in a word and then tap the ‘google’ button to search it, there is also a ‘.com’ button for web browsing. The e-mail on the iPhone is the best ever on a mobile phone and supports rich HTML so that any photos and files are viewed quickly an inline with text. To view attachments on e-mails you just have to tap on them and they can be enlarged by a ‘pinch’ on the screen, you can also call numbers given in e-mails with just a tap on them. The intelligent keyboard helps to correct and prevent mistakes; it also learns the words you type most often as well as the names and suggests them as you type. Youtube has its own application on the phone which is stored on the home screen, you can bookmark your favourite clips and look at the most popular or ‘most viewed’ clips, and you can also easily e-mail them to a number of your contacts simultaneously. This symbiotic relationship with youtube is probably related to google and apple’s close relationship, seeing as google own youtube, apple uses google maps and google is the default search engine. There are also smaller applications called widgets, the main are stocks and weather. Stocks give you the opportunity to always have access to companies share process and the changes in these over time shown in graphs – you simply have to type in the company’s name. Weather allows you to choose a number of cities and scroll through their current weather conditions at any time of day.

iPod
The iPhone has at least 4GB of music storage and the ability to view music videos, TV shows, films and video podcasts. It has a 3.5” screen and iTunes can be accessed anywhere which has a decent wi-fi connection – a good example of symbiosis is taking place between apple and Starbucks as apple are installing wi-fi connections in Starbucks for free. The iPod screen has 5 main options; playlists, artists, songs, videos and more. When watching videos you can zoom in by ‘pinching’ the screen and if you flip the phone landscape the display will flip also due to the accelerator. The iPod has a feature called cover flow where if you are scrolling through your albums and you flip it to landscape you can scroll through all the albums by their covers. The phone comes with a stereo headset which has a small little white rubber section on it which can be clicked once to pause and twice to skip the track, if a call comes in whilst music is on the music will fade out pause and then fade in when the call is finished.

Maps
iPhone maps are courtesy of google and the main page starts up with a map of the world and you double tap to zoom. There are 2 different views; satellite and map. Satellite is literally photos so it includes buildings, and map view is like a normal map and has road names. These can also be overlaid so you have a satellite view with road names. You can quickly get to a city or place with a postal code or zip code, or with the city name. Another feature is bookmarking, you can mark a place, for example, where you have parked your car, or where you would like to go so you can follow a route. It is also possible to search for places in a city – e.g. an Italian restaurant – it will give you all those possible with addresses, directions and phone numbers for booking (which can be called with a single tap).

Updates
Updates can be downloaded every few months and means that apple can keep the iPhone completely up-to-date with new technologies. These are the updates available from January 2008. On the maps feature your iPhone can now map your place within a few metres if signals are clear. Traffic updates are also easy to obtain, and roads are coloured yellow and red for problems and green for traffic free. You can also now send an SMS to multiple people and you can rent films on iTunes. They are stored in your iPod films section but they show the remaining days you have – they will then disappear so there are no late fees. Gift codes are also available for iTunes.

Audiences
Social groups are incredibly relevant for the iPhone, it is £200 to buy the phone and then you are tied into an O2 £35 a month contract for 2 years. So it is really only available to middle-upper class to upper class.

The audience are using it as a gadget and is probably a necessity among those who are ‘up-to-date’ with technologies, so the primary owners are probably career-driven males. It is replacing their mp3/4 players, mobiles and laptops seeing as it encompasses all of them and performs all the same tasks. In a way it provides a different lifestyle as it de-clutters your person and there are less objects to carry around on you – as it is all converged into one device.

The iPhone offers simplicity, immediacy and social status to its owner, something which wasn’t necessarily available from a single device in the way it is with the iPhone.

Institutions
The main institution involved is Apple but it has many symbiotic relationships related to the iPhone. For example, the only mobile network you can get on an iPhone is O2, and strong, free, wi-fi connections are available in Starbucks.

The iPhone enables the exhibition of all of the services – the iPod and the internet (essentially it is a small mac) but it also exhibits a phone, which apple haven’t done before. Therefore it enables them to break into a different market, and are now the ‘front runners’ in this market as it is the most revolutionary mobile phone ever made (since the first).

Key Concepts
The key concepts apparent in the iPhone are; convergence, immediacy, personalisation, portability, miniaturisation, vertical integration and horizontal networking.

Convergence
The iPhone is a converged technology because it merges many different technologies; mp3/4 player (iPod), mobile phone, the internet (safari), e-mail and satnav (maps). This allows apple to massively take over the market and increase the price dramatically, because it offers simplicity as everything is in one device.

Immediacy
The iPhone can be used absolutely anywhere at any time because the technology is in their pocket and it is therefore a form of immediacy. Wi-fi connections are possible in most places and satellites all over the globe allow maps of almost anywhere. This is incredibly attractive to affluent city workers who are constantly on-the-go because they can access information they need whenever they need it.

Personalisation
In the application called ‘settings’ owners can personalise nearly everything about the font. You can change the font size and even the number of lines of an e-mail which appear in the preview. In the latest up date you can also customize your home screen and choose bookmarks of WebPages and maps. This allows owners to make the iPhone their own and it will therefore be even more useful and loved by them.

Portability
The iPhone is 4.5”x2.4”x11.6mm and is very easy to slip into a pocket and take anywhere, but not only is it portable in itself but it also replaces many other devices and therefore saving even more space – the iPod, your mobile, to an extent your laptop or even portable DVD player. This is again very attractive to affluent city workers (and most people) because it is so much less fuss, and less expensive devices to keep track of.

Miniaturisation
The iPhone is an example of miniaturisation in the sense that it encompasses all of the tasks that much larger devices also do – DVD players, CD players, computers, home phones. This miniaturisation makes it portable and therefore attractive.

Vertical Integration
The iPhone is a great example of synergy within the apple institution, you can easily access and use iTunes from it and iTunes is where you download iPhone updates from. It also uses the same internet browser as macs – safari. This increases the success of apple in these areas and therefore increases loyalty to the institution as people use it more and more in all the different aspects of their life.

Horizontal Networking
Many of the features on the iPhone allow file sharing and it is therefore a good example of horizontal networking. On the Youtube application you can e-mail your favourite clips to your friends, and you can send photos and video clips to each other. In e-mails it is also possible to share files and the iPhone can open Microsoft office and excel files.

Leisure Time Activity - Online Shopping ASOS

www.asos.com

Technology
The technologies involved in online shopping are the internet and photography (probably digital).
Using the internet for shopping is essentially replacing going to shops in order to purchase clothes, being able to by order clothes online is revolutionary because it saves time and money (companies provide clothes cheaper if they have less workers and shop space to pay for). It is relevant because it provides so many benefits and it means that people can work their retailing around their lives, instead of the other way around – which has many constraints, e.g. shop opening hours, journeys etc.

Media Content
The only media content involved in asos.com is the website and then within this digital photography is used for advertising the clothes.

The Website http://www.asos.com/
The website is very clearly laid out, with a white background and black text. It has 2 main headings – men and women. The website is designed for you to find exactly what you’re looking for. Down the left hand side you refine your search under the following sub-headings; product type, colour, price, brand and celebrity. Under each of these is a complete list, for example for brand there is Cath Kidson, Calvin Klein, French connection etc. Celebrity is quite an innovative feature which is clothes they sell which have been spotted on celebrities or inspired by celebrities’ personal styles. This feature is extremely use because it allows you to completely personalise your shopping. For example, if you want a black, evening dress and your budget is £30, it will show you any products like this that it has. If you click on an item it will also show you all availability and other colours on offer. On the right hand side of this page it also has 2 other features; stylist’s choice and other customers bought. Stylist’s choice is a good feature because it shows other items which go with the item you are looking at from a currently-fashionable point of view. ‘Other customers bought’ allows you to see what other people think is fashionable, although these features could easily become corrupt - with companies offering to pay to be put in this feature.
The website also allows you to shop by trend; it distinguishes 2 major trends at the moment; retro resort and orient rose. This helps shoppers as it shows clothes that go together, and helps them to co-ordinate their wardrobe and follow a trend they like.

Audiences
A rough target audience for ASOS.com is quite young 20s-30s gathered from the style of the clothes and the people that are modeling them in the photos. The age of the audience is also indicated by the fact that the website has a lot of emphasis on celebrity fashion and following trends. Although online shopping in general probably attracts slightly older audiences – as they the majority no longer shop for a fun day out with their friends.

Audiences are using online shopping to relieve stress from the experience of going to busy destinations, queuing for changing rooms, decrease the time they spend on shopping and so they can work their retailing around their busy lives (easier and more convenient). So it offers them the benefits of convenience, more choice in one place, less stress and more free time.

However a negatives of online shopping experienced from audiences are that they can't try things on and it is often complicated to return items. It also produces quite a problem for people who work all day (which is what the website is mianly targeted at) - the package will often to be sent to the local post office if no one is in and it cannot be fitted through the postbox.

Institutions
The institutions involved are ASOS.com and the other brands that the website sells (e.g. Calvin Klein).
ASOS.com uses the website to provide an easy platform from which to sell their products. Being entirely online also means that their price can be lower as they don’t have to pay for floor space and shop assistant wages. It allows them to make the shopping experience simpler, particularly with their refining search features. It also gives them a more modern image. As ASOS.com is purely online, they rely completely on the website to distribute and exhibit their products. Their own features – such as, ‘Other customers bought’ and ‘Stylist’s choice’ – also helps them to market their products.
For other brands, however, the benefits are purely profitable, as ASOS.com is just another store (even though is it online) from which their products are sold. To a certain extent is also helps them to market their products, as more customers are viewing them.

Key Concepts
Online shopping at asos.com is a good examples of; Personalisation, Non-Linear, Proliferation, Immediacy, Vertical Integration, Online Surveillance and Analogue vs. Digital.

Personalisation
This website is a great example of personalisation because it allows you to categorise the article of clothing you are looking for from 5 categories; type, colour, price, brand and celebrity. Your experience is personalised almost like having a personal shopper to navigate you through the store.

Proliferation
This website is an example of proliferation because of the huge range of products available from such a wide range of designers. Instead of spending hours going through all different shops, these products are clearly displayed, by every category, all in one place.

Non-Linear
As a website it is already non-linear but because of the search features it is particularly so. Normally, shopping involves a lot of browsing and looking around because aside from asking a shop assistant for a particular article, you have to find items you look yourself – this is very linear. Where as with this website you can search by your favourite celebrity or trend and consume the website in any order you want.

Immediacy
As a website it is a form of immediacy because it can be accessed from anywhere at any time, and you can get next day delivery. It is also immediacy because with normal shopping you normally plan the day out, and then you have to travel there and back, and it all takes time. Where as a website is instant gratification.

Vertical Integration
The features ‘Other customers bought’ and ‘Stylist’s choice’ make the website an example of vertical integration. These features lead you to other products you would probably be interested in and this means synergy within asos.com.

Online Surveillance
The feature ‘other customers bought’ suggests that the website is tracking or surveying peoples retailing habits, and then recording them. This sort of online surveillance allows the company to know their target audience more and helps to increase profit with features such as ‘other customers bought’.

Analogue v. Digital
Online shopping is the digital version of shopping because it is all done online and all the ‘stores’ are stored in digital website form. Where as physical shops are the analogue version, because you go there, and look around and purchase items.

Independant Website - fork-you.com

www.fork-you.com

Technology
The Technology used for this independent website is the internet and digital video.
Before the internet there wasn’t really a platform which allowed niche and specialist groups to share their interests with such a massive, global audience. So this technology isn’t replacing anything because it is revolutionary. It is relevant and significant because it allows more people to access information about their niche interests, and it allows groups to reach a global audience to increase their popularity.

Media Content
Apart from the website the only other media involved is video clips and photos – keeping it very simple.

The website www.fork-you.com
The website is an introduction to metal (spoon and fork) bending by using mind power to soften the metal and then just move it into different shapes with your hands. The process is put into 5 stages; Prepare, The Party, Channelling, The Bending and Beyond. It is clearly an independent website indicated by many features. For example, the language is incredibly informal with lots of little comments and tips - ‘Oh how I love web 2.0’, and there is a few lines underneath a video, describing what the person did wrong. It is also uses first names of the 2 creators ‘Kat and Jasper’, the very basic and small advertisements also show it is not for any commercial gain. The website looks very basic as well, it is al black with white text – which in a way is good because it keeps it simple and literally does just give information to readers.

Other features include e-cards and wallpapers, with an e-card you can add your own message as well and is obviously a good form of viral-marketing. Wallpapers are also a good form of viral-marketing because it provides both parties with benefits – viewers get free ‘merchandise’ and fork-you.com gets free advertisement. The website also gives links to many other websites on related topics – this includes scientific research and sceptics. So by including all of these it means that viewers can keep an open mind as it allows them to make up their own minds – it doesn’t force opinions on them and openly admits that believing in the paranormal isn’t for everyone.

Video Clips
The one video clip (that the website displays twice) is very low budget and is merely one person bending a spoon close to a camera lens. However, it does show how easy it is to bend the metal, so it serves its purpose. However, there is a comment underneath saying that the bender hasn’t followed all of the recommended steps. This is a clear indicator that it is an independent website, because as the website is an introduction to bending it really should show how to do it step-by-step.

Photographs (Shown above)
The photographs are used to show how creative the spoon/fork bending designs can be, and the photographs do look quite professional – they all have nice lighting and are on plain black backgrounds. I think these are good because they break up the text and make the idea seem more ordinary and less alien and paranormal. The section called FAQs (frequently asked questions) also gives information from a viewer’s point of view – as obviously a lot of people wonder the same things about metal bending. Viewer’s can also order mugs and T-shirts which is great way for them to share and show their niche interests, and also provides the website creators with more money.

Audiences
Social class, age and gender are irrelevant for the audience for metal bending, because it is such a niche interest. Audiences are using it gain more information on their hobby, or even to start from scratch (step-by-step guide). It also means that they can communicate with people who have the same interest as them which is great because it is probably quite a rare one – the website details sessions where people can get started bending together.

The website offers them a whole new experience (of the paranormal) and makes them realise that they are not alone and there are many people with the same specialist interest as them – which is probably quite comforting.

Institutions
There aren’t any major institutions involved because it is an independent site. There are a few, small advertisements but there are probably just to cover the cost of the website, and are barely noticeable. Free wallpapers and e-cards allow the website to viral-market – as viewers friend’s may see the wallpaper or be sent an e-card and get involved.

The creators aren’t interested in fame – ‘Being recognised IRL (in real life) gives me the horrors’. They are merely using the internet to distribute, and the website to exhibit their interests, experiences and all the information they have, to anyone who is interested and wants to learn more. This is further backed up by the fact that you can e-mail them to ask any questions you have, and there is an FAQs section for common questions.

Key-Concepts
Fork-you.com demonstrates interactivity, immediacy, Democratisation, Horizontal Networking, Reach and Narrowcasting/Fragmentation.

Democratisation
As an independent website it is an example of democratisation because it is not a big broadcaster creating and exhibiting the content. It is the public creating a website for the public - the internet is enabling anyone to ‘get in on the act’.

Reach
There is much more scope for wider audiences because this niche interest has a website. Now it can accessed from anywhere in the world which means that many more people will get involved and its popularity could easily dramatically increase. This is particularly useful for independent producers with very low budgets.

Narrowcasting/Fragmentation
Metal benders are, obviously, a very niche group and the targeting of them via this website makes it a narrowcaster. This has the effect of fragmentation because it break sup the audience and now metal benders are a group – which will probably grow, depending on the website’s (and similar ones) success.

Horizontal Networking
This website is very informal and uses the first names of the creators – indicating that the media was intended for a more ‘peer to peer approach’. There is also little indication of any financial game – merchandise and advertising are probably just used to cover the cists of running a website.

Interactivity
The website entirely encourages you to get involved and try it out for yourself, so it is sort of interactive in that respect. Although, the website involves the viewers also by encouraging them to e-mail with Qs and has a lot of them on the website.

Immediacy
As a website it is immediately an example of immediacy – as viewers can access information about metal bending at any time of day wherever they are, giving them instant gratification.

Series of Podcasts - Timesonline 'The Bugle'

http://www.timesonline.co.uk/tol/audio_video/podcasts/article3714969.ece
The Bugle is an 'Audio Newspaper for a Visual World'

Technology
The technology involved in downloading podcasts is the internet (in order to access the podcasts) and then the mp3s/podcasts themselves.

News podcasts, like those the times online produces, are replacing watching the news or reading the newspaper. This means many benefits for news consumers because it means that instead of watching the news at a specific time they can consume when they want to and therefore work it around their busy lives. A newspaper also brings this benefit but they are much more manageable and portable than a newspaper as they take up less space, create less waste and you can download the exact stories which you are interested in – instead of purchasing the entire newspaper.

Media Content
The bugle is an ‘Audio newspaper, for a visual world’ so the only main media content are the podcasts in it, and to a lesser extent the website which you download them from.

The Bugle
The ‘Audio newspaper’ is weekly and was launched in October 2007, each is roughly 30 minutes long. They are created by John Oliver and Andy Zaltzman. They can be downloaded individually at anytime or you can subscribe to them – either via iTunes or an RSS feed. Once subscribed to they will be instantly downloaded to you, you can also access the entire archives since it was launched. The concept of an audio newspaper is revolutionary and has attracted a lot of loyalty – most finding it after the American writers strike. In fact I think it was created to fill the gap in the market left by American comedians. The bugle brings light-hearted comedy with a mix of serious issues. The main news stories are delivered weekly but there are also other sections within the Bugle; music, comedy, sport, books and MBA. MBA is a selection of the world’s leading business thinkers providing insight into economics, management, finance, strategy and marketing.

The Timesonline
The Timesonline does a lot of podcasts but the bugle is particularly advertised, the website is very clearly laid out and makes it very easy to download the podcasts and subscribe to them – giving clear instructions for PC users.

Audiences
The Bugle will, for obvious reasons, have the same target audience as the Times. It is therefore affluent, intelligent city workers - roughly middle to upper class. This is because the Times is a serious broadsheet newspaper, probably one of the hardest to read.

This audience probably has one of the busiest lifestyles and they are using ‘The Bugle’ and podcasts in general to help this. If they can consume media on-the-go via podcasts then they don’t need to work their lives around news programmes etc – this is particularly true if they subscribe to the podcasts making it even easier and quicker. Arguably they could read newspapers but podcasts are smaller, more portable, and less wasteful. So it brings the benefit of more free time as they can utilise times such as tube/train or bus journeys and therefore less stress.

‘The Bugle’ will also attract a new audience emerging called ‘silver surfers’ the over 50s who are embracing new technologies. Over 50s are also one of the age groups most likely to be regular consumers of the news and therefore are regular users of news podcasts. The MBA casts from the Bugle would be particularly attractive to this audience.

Institutions

The Times is the institution involved and is using the bugle to fill a gap in the market it has found after the American writers strike. They are using podcasts to bring news to people who don’t necessarily have the time for it and therefore increasing their audience (and therefore profit). Podcasts will also help to improve their image – being a news broadcaster it is important to keep up-to-date and with podcasts they are modern as they are embracing new technologies.

Podcasts have helped the Times to distribute their news as it provides a platform for people to consume it from, but it also helps to market the Times because while people are on the website downloading the casts adverts, headlines and other features would easily attract their attention.

Key Concepts

Portability
Podcasts definitely allow for greater portability because they are much like an audio version of the news, except they can be taken anywhere in an iPod or any mp3 player. The portability is probably the most attractive quality of podcasts as this is the factor that means people can consume media on –the-go.

Miniaturisation
This key concept is slightly less relevant as it is more related to the use of mp3 players but relevant nonetheless. It means the consumption of current affairs is scaled down from televisions, computers and newspapers to mp3 players and even perhaps mobile phones which can support mp3 files.

Non-Linear
To an extent a newspaper provides a non-linear approach to media consumption compared to a TV news programme but podcasts provide the ultimate freedom of choice. As well as the weekly main stories the Bugle has articles on music, comedy, sports and books – so you can choose exactly what information you consume and in what order.

Reach
By creating podcasts the Times have increased their Reach because they are making it easier for more people to consume their media. Busy lifestyles prevent some people from regularly consuming the news and it must mean that they cannot necessarily choose exactly which news they consume – as they must read/watch whatever is available to them in their free time. However, podcasts allow them to choose the Times and to work their consumption around their lives, as opposed to the other way around.

V-log - youtube 'Itschriscrocker'

http://www.youtube.com/user/itschriscrocker?ob=1

Technology
The technologies involved are the internet and digital video; people create accounts on the youtube website and then can upload as many videos as they want.

In a way youtube is only replacing channels like ‘you’ve been framed’ which was really the only place before that anyone could broadcast their home footage. Unlike America the UK does not have public broadcasting stations.

V-logs are important and relevant because they allow anyone a worldwide audience to express their opinions and views and talents. They also provide a lot of entertainment for millions of people worldwide.

For example the youtube ‘channel’ I am focusing on - ‘itschriscrocker’ - has rocketed its owner to stardom in less than 7 months, not just on the internet but all over America. It has lead to red carpets and interviews on American shows like ‘Maury’, ‘Jimmy Kimmel’ and ‘YO’

Media Content
The main media texts involved are the website and of course the video clips, and these video clips appear on ‘channels’

The Website www.youtube.com
The website is designed to give you access to the videos that you want to watch and is merely a platform from which you access them. The homepage is full of links which are small screen grabs from the videos, they organized into headings; videos being watched right now…, promoted videos, and featured videos. It also has 4 main headings at the top of the page; home, videos, channels, community. Within videos you can search through categories such as comedy, education and activism and channels (each person’s account is a channel) categories such as comedian, musician and politician. In videos and channels you can also look at the most viewed and most subscribed, so you can see the most popular videos – this is probably to aid you to find the most entertaining/interesting v-logs. The heading ‘community’ is where people can hold contests and groups, which is where they will decide upon a task and then people can send them videos of them completing this task. I think the community section and the ‘most viewed’ etc features are designed to give the website the feel that it is built up and created by the people who use it (not the owners/creators)

Channels http://www.youtube.com/user/itschriscrocker?ob=1
Every account which is opened is immediately a channel and I think this makes the experience feel more personal because you can customize it and make it your own. On each channel the account holder can brand themselves a director or comedian, put photos up and give a description of them. Your channel shows all the videos you have uploaded and these are supposedly the ‘shows’ on the ‘channel’. Other youtubers can subscribe to your channel, and you can also invite friends via e-mail to join you on youtube. You can also ‘connect’ with others by commenting their videos and sending messages, you can also send out bulletins (broadcast a message) to all your friends/subscribers. I think this all encourages the sense of a community, and therefore encourages loyalty because account holders will keep returning to check messages and subscribers etc. I think the concept of a channel is a very clever way of marketing youtube, particularly to young people who probably like being in control and customizing things more so than older audiences. My chosen channel ‘itschriscrocker’ has become famous so quickly and is now #7 most subscribed (all time) and #4 out of directors.

Videos http://www.youtube.com/watch?v=kHmvkRoEowc
The videos themselves take a day or so to upload fully and can be accessed by anyone at any time. Each video has a description and a link to the channel it originates from and more videos from that channel available. It also has a side bar of ‘related videos’ which have similar titles or descriptions much like iTunes ‘people who bought this, also liked…’. Below the video the rest of the page is taken up by comments left from other account holders, there is also a small section for ‘video comments’ where people have responded to the clip in the form of a video. I think this is a fantastic idea because people can get really involved and can make friends with people that they wouldn’t normally meet or interact with. You can access statistics about each video, i.e. the number of times it has been viewed and ‘favourited’, and the ‘honors’ it has received – an honor is, for example, #2 most viewed. It is also possible to copy and paste the HTML of the video and then put it onto your website, this is also a great idea because viewers can entertain their friends and youtube gains free advertising (as youtube is written in the viewing box for the video). This particular video ‘leave Britney alone’ from ‘itschriscrocker’ is by far the most popular with 19 million plus views, it shows just how easily and quickly anyone can become famous on youtube as this video was only uploaded 7 months ago. It has allowed Chris Crocker to broadcast his opinions and views to everyone and to be himself.

Audiences
I think the audience of a v-log is entirely dependant on the content; anyone can view them as long as they have access to the internet. Although the majority of audiences and users (as the audience is the users) are younger people as they are more comfortable with the new technology)

As it is viewing numbers that makes the creators famous it is the audiences which make this happen by sending them to their friends, and rewatching them for entertainment. Audiences are merely using v-logs for entertainment and it creates an entirely new experience because this wasn’t possible before (Youtube was only created in 2005). It allows them to show their friends and spread what they find entertaining.

Institutions
Google now owns youtube and bought it for $1.65 billion. However, the institution isn’t really doing anything with youtube as such. It is only using is for revenue from advertising and helps to market Google a little with small features like ‘iGoogle’.
Youtube and its videos are produced by the public for the public so the website reaps purely profitable benefits for its institutions.

Key Concepts
The key concepts involved in google are democratisation, narrowcasting, horizontal networking, immediacy, proliferation and regulation

Democratisation
As webcams are becoming increasingly cheaper and most people own computers with internet access this allows the majority of people to create a video and simply upload it to youtube. Youtube allows almost anyone a global audience which is very appealing to a lot of people who want their opinions to be hear or talents to be recognised

Narrowcasting
Youtube doesn’t broadcast it narrowcasts because it can target any niche group it wants just by uploading the videos. For example, the group ‘A Generation Apart: Personal Stories About Family History’ has 111 members and has an older audience, people post their family stories, for example, from the holocaust. This is an incredibly niche group who can’t access the media they enjoy or share their stories in the same way elsewhere

Horizontal networking
Many of features from having a youtube ‘channel’ allow you to socially network over youtube. You can comment other people’s videos, either by text or video, and you can also message people. You can subscribe to others’ channels or they can subscribe to yours, and then you can see each others’ bulletins. This way you can share files easier and it makes you more loyal to youtube. A feature of horizontal networking is that it wasn’t initially intended for commercial gain, and despite just being sold for $1.65 million this is true.

Immediacy
Immediacy is a feature of any website because it means a viewer can access whatever they want via searching whenever they want. With high-speed broadband this is now even more true.

Proliferation
Videos are being added 24/7 and there are currently millions and millions to choose from creating the widest choice of videos on the internet. Youtube says ‘YouTube is the leader in online video and the premier destination to watch and share original videos worldwide’

Regulation
Youtube has features in place to try and make sure that there is no unsuitable material available, although for obvious reasons this is not always possible. When you create an account you have to supply your date of birth, so when you try and access some videos messages appear saying that this is unsuitable for under 18s. Whenever viewing a video there is a button underneath called ‘flagging’ so if you feel that the material is unsuitable or offensive you can ‘flag’ it, and youtube will review its content and potentially remove it. However, in a way this contradicts Youtube’s message of ‘broadcast yourself’ as it limits what people can say, and you could argue that instead viewers should be aware of what they are about to watch.

Innovative Blog - Treehugger

http://www.treehugger.com/

Technology
The only technology used in this eco-blog is the internet, which is used as a platform from which to access the blog (the website). Blogs are replacing traditional forms of gathering information – books, TV programmes – because they give the viewer specialised information, normally on a nice topic.

This is why it is relevant, because people can access the detailed information that they want and all the up-to-date news on that topic, in one place. Which before would have been hard to do, because for niche topics you often have to search for the information.

Media Content
The media content involved in this blog is the website and the blog itself.

The Website www.treehugger.com
The main content of the home page is the main blog but then along the top the website is put into 3 categories; Get Informed, Interact, and Take Action. Each of these has the archives of the main blog within them. For example in interact the sub-heading ‘Pop Quizzes’ and this has all the daily, mini quizzes in it which appear on the main blog. The ‘Get informed’ section holds most of the posts as it has 11 sub-headings, including; culture and celebrity, business and politics and transportation. The website is a little confusing visually, as it has lots of sidebars and bright adverts. Its main colours are dark green, bright green, pale green (background) and white – with mainly black text. All of the adverts and related links are completely themed around the idea of being eco-friendly – for example, petitions and sustainable energy. Google also has a clear share in the blog as it has a sidebar of ‘Top Searches’ which has a list of topics (bamboo, plastic bags, solar energy) and if you click then a Google-style search appears on the main page.

The Blog www.treehugger.com
The blog has around half a dozen new posts daily and has many regular features. For example, it has a daily ‘pop quiz’ where viewers answer a Q, see how many people agreed with them and learn the answer – I think features like this are really great because they keep the feel light-hearted and also increase loyalty to the blog. They are also have a feature called ‘How to green your…’ to which articles and suggestions are constantly added. This feature is great because it provides something for everyone – how to green your; pet, wardrobe, meals, sex life, furniture etc. The structure of the blog is also a lot more non-linear than other blogs; on the homepage there is the title of each post and then the first few paragraphs. This gives you a little taste of the article and then you open the full article if you wish to learn more. You can also comment on any post, and the most recent run down the side of the page for readers to see when they open the article in full. The blog literally covers all topics relating to sustainability and being eco-friendly, which at the moment is a very hot topic, it has 11 sub-headings (as shown above). This again helps to widen its audience and provide something for everyone – celebs to business, however, it is still a niche and specialised audience.

Audiences
The audience for an eco-friendly blog is quite small as it is a niche group and a specialised topic, but this blog has definitely maximised its reach.

The target audience is probably 20s-30s who are probably the most environmentally conscience as the problem has only really been mainstreamed in the last 10 years or so (first eco-campaign was the 60s though). Roughly equal gender wise, but probably slightly more of a female audience as it many articles on eco-fashion (materials etc) and celebs.

The audience are using it to gain information on a niche topic because without eco-blogs like this one this amount of information isn’t really found in one place. The audience are also using it to voice their opinions via comments and to meet other people with similar interests via forums. The main benefit is that these things aren’t provided elsewhere all in the same place.

Institutions
The institutions involved are Google (and other advertisers) and the owners of treehugger.com

Owners of Treehugger.com
The owners and creators of treehugger.com are using the internet to distribute their media and the blog to exhibit it. It mainly brings them profitable benefits from advertisers but it also helps them to give information on topics which they are clearly passionate about. Topics like the environment are really popular at the moment and the blog provides a platform for people not only to give information about it, but to also make money.

Google and other advertisers
Treehugger.com is a great place for advertisers which are environmentally friendly – for example, sustainable energy - because the website and the company have exactly the same audience. Therefore companies can market directly to their target audience from the website. It also helps larger companies, such as Google, because it gives them a better, greener image – this is particularly important at the moment as climate change is such a large part of global affairs.
These institutions

Key Concepts
The key concepts involved are; proliferation, Interactivity, Fragmentation, Narrowcasting, Reach and Immediacy

Proliferation
Due to the sheer size of this blog (linked to its age), it is an example of proliferation, it has lengthy articles on all topics related to environmentally friendly behaviour etc, giving viewers a huge choice. This widens their audience greatly therefore increasing appeal and popularity.

Interactivity
The blog/website is broken down into 3 main categories, of which ‘interact’ is one, this contains 4 sub-headings; forums, comment central, hugg and pop quizzes. On the forums feature there are over 2804 topics currently being debated, 2500 are environmentally based and some are other topics, but there is also a section for complaints, suggestions and questions. This increases loyalty because people can voice their opinions and debate with other people also interested in the environment. The suggestions etc feature means that they feel like they are being heard more and that they can help make a difference.

Narrowcasting
Although the blog provides something for people from walks of life, it provides it from an environmentally friendly point of view. All the information surrounds sustainability and environmental world affairs and therefore the blog is narrowcasting, as this is a specialist topic being projected at a niche audience.

Fragmentation
The effect of narrowcasting is fragmentation, because audiences can access more information on their topic/hobby it means that the audience is broken down into groups. Treehugger.com narrowcasts to environmentally friendly people who want to make their lives sustainable and keep up with environmental affairs.

Reach
The website provides environmental information for many different types of people – from business men to teenagers who are interested in celebrities. This dramatically increases their reach – particularly so because it is on the internet which provides global audiences for smaller companies (such as treehugger.com)

Immediacy
As a website treehugger.com is instantly a form of immediacy because it can be accessed at anytime, from anywhere, easily. However, due to the nature of the content – often specialist – it is a form of immediacy because it takes so much less time to consume the information, it takes much longer search through books and other websites than to look through a blog.

Radio Station Website - BBC7 Cbeebies

www.bbc.co.uk/cbeebies/radio/

Cbeebies radio is on BBC7 between 2pm and 5pm.

Technology
The technologies involved on this website are; the internet, mp3 and digital video.
The internet obviously to support and access the website, stories can be listened to via mp3 from the homepage and digital video is used to explain everything (as opposed to text).

It is replacing past times for children such as books and just TV programmes, it allows them to get involved and is exposing new media technologies to children – widening the market.

Media Content
The specific media texts involved in this website are; the website, video clips, games and podcasts

The website http://www.bbc.co.uk/cbeebies/radio/
The website is very colourful, the background is a mutual yellow and then all the boxes and columns are pink or blue. The website is very centred around consuming the media visually and audibly and most of the text tells you to watch or listen to something. For example, there are number raps and songs to sing-along to. Every competition – for example, the food paper plate competition – has its own video clip to accompany it telling you how to get involved and what to do (then underneath it explains it in words for parents). This is a really good way to keep children interested as I’m sure many of the viewers/listeners can’t read yet. There are 7 radio presenters and each one has a page with a little quiz of them on – e.g. what’s their favourite character. You can also listen to Cbeebies radio from the homepage and it tells you the exact breakdown of the shown between 2pm and 5pm. The Cbeebies radio homepage is very much interlinked with the whole of Cbeebies, as Cbeebies radio is merely a link from the Cbeebies homepage. You can also access all of the Cbeebies features straight from the radio page – for example, all the games and colouring activities. This is great for the BBC, as it is great synergy, but it is also great for the children as it is so easy and simple to navigate through.

Video Clips
Video clips are used by the website to deliver information instead of large amount of text as it is much more suitable for children – especially those you can’t read confidently or at all. All of the video clips are very visual and the back drops are almost cartoon like in their simplicity and bright colours. Underneath the video players in all of the pages it explains all the details of, for example, the competitions in very formal English obviously intended for adults. As well as clips about competitions there is also a section called boogie beebies which is more interactive and fun because it teaches children dances, from all over the world (china, bollywood, ballroom etc).

Games http://www.bbc.co.uk/cbeebies/fun/
The games are all very simple and the instructions are very clearly spoken and then repeated underneath the game window (just like the video clips). There are also lots of opportunities to print out the tasks you have completed, which is really great for children, particularly as they probably just enjoy the experience of being able to use the computer. There is a section called MyCbeebies and this is particularly interactive and allows you to personalise games, you have to make an account (with adult supervision) and then create a character which looks like you. Then, in some of the games you have the option to ‘MyCbeebies’ and then play as your character. This is, again, a great way of targeting children as it provides a lot of entertainment because they get really get involved.

Podcasts
The website provides the opportunity to subscribe to ‘the best bits’ of the radio show, or to just download them when you want to. You can subscribe to them via an RSS feed and therefore receive new casts as soon as they are available. Alternatively, you can download them whenever you notice they are available. Although the majority of under 6 year olds (target audience) don’t own an iPod it is probably quite useful for parents – maybe at bed time to play them or on the tube or a bus when they need them to settle down. It also allows the BBC to introduce podcasts at a very young age so that they grow up using them, and hopefully staying loyal to the BBC.

Audiences
The website states that Cbeebies is ‘fun, songs and stories for those under 6’ – therefore children under 6 of both genders are the primary audience. This is clear from the fact that there is little text on the website and all the information is given through video clips. I think that for the majority of the content the website and the radio show aren’t targeted at a particular class/social group because nowadays most people have access to the internet and the radio. However, features such as the podcasts are much more targeted at middle class families who have the expensive technology to support them. Young children are using it for entertainment and they are benefiting from it because it provides entertainment – in an innovative way. Most children find computers really exciting and the high levels of interactivity on the website make it really successful.

The secondary audience is parents because the majority of under 6s wouldn’t be able/allowed to use the computer alone. The website clearly recognises this and for each competition clip and game there are clear instructions in very formal language clearly targeted at the parents. There is also an entire section entitled ‘information for grown ups’ which helps adults use the website and download the podcasts for their children. Adults are basically using it to occupy their children with something new as books and TV are quite linear and don’t really allow any chances to get creative – where as something new is always exciting, especially for children. The benefits from it are that it allows adults to give their children new activities and something more exciting to occupy them with.


Institutions

The only institution involved is the BBC, which is using the website to market, distribute and exhibit the radio show.

On the website’s homepage it describes all the fun and stories etc on the show and therefore markets it through this, also via the radio presenters. The website helps to distribute and exhibit the media because it provides a platform to listen to it from. The website has allowed them to target their audience even more because it has helped them to get more interactive. Features like podcasts have also allowed them to introduce new technologies to their viewers at a young age and therefore encourage loyalty to them.

Key Concepts
The Cbeebies radio show demonstrates interactivity, personalisation, narrowcasting/fragmentation, portability and immediacy

Interactivity
The website is has the majority of the same material (shows, stories etc) as the radio show does except that it is just much more interactive. Lots of the video clips describe competitions which encourage viewers to get involved and send in entries, for example the paper plates which you draw your favourite food on, or Sportacus’ Star – where you send a photo of you being sporty. The ‘Fun and Games’ an ‘Print and Colour’ features also encourage getting involved in the fun.

Personalisation
The MyCBeebies section allows you to create an account an entirely personalise your experience on the website. You create a character of yourself which you can then use it many of the games – for example, ‘My Video’ where you create a music vide (choose costumes, music, location and dance moves). You can also create and customise a pet which you then play with in its own world.

Narrowcasting/Fragmentation
This website narrowcasts and therefore fragments the child audience of roughly under 12s. It provides an entire website for under 6s and therefore breaks them away from the rest of the child audience – where as mediums such as TV just had after school shows for all ages.

Portability
Portability is created by the podcasts because it means that the parents can download the radio show and then allow their children to listen to it where ever they want. This will increase loyalty to the show, and ratings, because the majority of children’s radio shows (of which there are not many) don’t use podcasting.

Immediacy
As a website it is already a form of immediacy as the content be accessed anywhere at anytime, this is particularly appealing for parents as it can occupy their children whenever it needs to - where as television is normally limited to a few hours after school.

Mainstream Broadcaster Website - Ch4 'Bringing Up Baby'

http://www.channel4.com/health/microsites/B/bringing_up_baby/index.html

Technology
The only technology involved is the internet, as it’s a website and digital video, due to the numerous clips available for viewing.

TV channel websites are only replacing small technologies, such as teletext and TV guide reviews. They are significant as they are predominantly creating something new because before there was no service which gave you so much detail and extra information on a particular television programme.

Media Content
Media content on the website includes related websites, video clips, quizzes, games, forums and information.
The ‘Bringing Up Baby’ website: http://www.channel4.com/health/microsites/B/bringing_up_baby/routine_2.html
The website is very clearly laid out, at the top there is a large picture of 3 babies’ feet and the background is dark beige. To the left there is a list of links which are directly related to the website; video clips, best for baby – 1950s/1960s/1970s, key issues, ask the expert, series guide - The families/The mentors/series synopsis, forum, in the news, find out more. Then in the middle is where the main text and articles appear, the website is designed to give you information on the programme but also to help you with bringing up your own children. So by being informative it will encourage loyalty among families. To the right is a column full of links, each with a photo, all f these are more interactive features and often lead to the BBC’s ‘Family’ website.

Channel 4’s ‘Family’ Website http://www.channel4.com/health/microsites/F/family/
The ‘BUB’ website and this one have a very strong synergy with many links between the 2. BUB is advertised on the ‘Family’ homepage, and many BUB links take you to a feature on the ‘Family’ website. The website is designed to give parents help, advice and support. It has articles and information on many topics; divorce, adoption, paternity tests, miscarriage, pregnancy. It also has many of the same quizzes etc as BUB, such as the ‘New Dad’ quiz.

Video Clips http://www.channel4.com/health/microsites/B/bringing_up_baby/video/index.html
On the left hand side bar there is a link to a video clip page where you can watch varied clips from the series. It shows some of the parenting mentors from the show debating different styles of dealing with crying babies. Some other clips show alternative technologies which each of the mentors like, for example baby slings, telling you the pros and cons of each. They are informative and give potential viewers a good taster of the show.

Quizzes & Games
New dad quiz http://www.channel4.com/health/microsites/F/family/newdad/newdad.html
Parents screw you up? quiz http://www.channel4.com/health/microsites/F/family/screwyouup/index.html
Showbiz baby name game http://www.channel4.com/health/microsites/F/family/namegenerator/index.html
The ‘New dad’ and ‘Parents screw you up?’ quizzes have multiple questions to determine a result and are much more serious - some of the questions are quite harsh and intrusive and rely on the participant to be truthful. I think these 2 are designed to help the participants, where as the Showbiz baby name generator is directed at a much younger audience. It is much lighter hearted with phrases such as ‘co-creator’ referring to the other parent and gives your child a ridiculous name, such as ‘leaf lettuce’.

Forum http://community.channel4.com/eve/ubb.x?a=frm&s=162603557&f=8280090101
The forum allows viewers to talk to other viewers about parenting issues they share, anyone can create an account and then post a problem which they have, and then everyone can view them and post advice if they wish. This will increase loyalty to the website greatly because it provides parents (predominantly mothers) with support and friendship which they may not find elsewhere.

Information
Not entirely sure if this counts as a media content. I think the main strength of the website is that it takes advantage of the chance to offer parents support through this programme. The programme alone would get few loyal viewers who looked at the new videos, but by offering advice and forums and quizzes it helps and supports its viewers. The channel 4 ‘Family’ website also offers a huge amount f information on every aspect of parenting which I’m sure many people would read if they knew of it.

Audiences
I think that the main audience is young families who are more familiar with the use of the internet, and more willing to explore different methods of parenting. I don’t think that social groups are relevant to this website because all classes have questions and worries about parenting. As well as information about the show, audiences are using it for support and advice on parenting.

It also targets fathers who previously are probably unlikely to seek parenting advice. However, features like the ‘New Dad’ quiz which specifically target fathers make them much more likely to make use of the website.

Benefits: Free parenting advice, 3 totally different parenting regimes you can follow, information on a range of topics, tailored advice/results (from quizzes).
It seems to offer little information about the show as it used much more to help parents and to market channel 4’s ‘Family’ website.

Institutions
The only institution involved is channel 4which is using it to market and to exhibit to a lesser extent

Channel 4 is marketing ‘BUB’ through its website because through clips and articles it gives viewers a taster of the programme, but it also markets channel 4 in general through synergy. The ‘BUB’ website and channel 4’s ‘Family’ website are very closely connected. Channel 4 uses the fact that they have similar audiences to encourage viewer’s loyalty to the institution, by offering them good parenting information, support and advice, viewers will hopefully see them as helpful and reliable and recommend them. (a.k.a. vertical integration)
à It shows clips from the programme and therefore exhibits it, but this is mainly used to help market the programme.

Key Concepts
Key concepts involved are; interactivity, personalization, democratisation, diversification, vertical integration and immediacy

Interactivity
There is a lot of interactivity in this website which encourages loyalty from viewers. There is a question and answer page where viewers can ask a professional pediatrician of 25 years for advice. The game ‘Showbiz Baby Name Generator’ is also a fun interactive feature which gets people involved.

Personalisation
Viewers can get personalised parenting advice from the 2 quizzes that the website has (‘New Dad and Parents Screw You Up?), this makes viewers feel more involved and makes the experience much more intimate so they feel more content. The forum also provides personalised advice because viewers can post their problems and then anyone can give them advice back.

Democratisation
The forum that the website has is an example of democratisation because it offers everyone who looks on the website a global audience. People create an account and they can post problems and anyone can give advice to them. This encourages loyalty because viewers can talk to people outside their family friends so they will be completely objective about it, being mainly mothers on the forums it means that there is very little chance of abusive advice etc.

Vertical Integration
The relationship between the ‘BUB’ website and channel 4’s ‘Family’ website is a good example of vertical integration. Many of the features on the BUB website – e.g. ‘New Dad Quiz’ and ‘Parenting advice’ – are common on the ‘Family’ website making the synergy strong, channel 4 can do this and make t work because the audiences of each are similar.

Immediacy
As a website it is instantly a form of immedicay because it can accessed from anywhere at any time so viewers can access the information whenever they want.

Mainstream Broadcaster Website - BBC news

www.bbc.co.uk/news

Technology
The main technologies involved are the internet and digital video – as there are many clips and entire TV shows on the website.

The website is essentially replacing watching the news on television, because this way people can choose what news they consume and when they do so. It’s significant because it’s changing the way people consume news and information, it also dramatically increases the reach for the show.

Media
à The main media text is over course a website, and then within this there is a webzine, blogs, podcasts and video clips.

The Website: www.bbc.co.uk/news The layout is much like a newspaper, probably to keep with the news theme; it is set out in 4 columns, 2 bars either side with smaller links and stories. It has a constant colour theme of grey background, blue text and red detail. It is very easy to navigate around and the text is very clear, you can even change font size and colour.

Webzine http://news.bbc.co.uk/1/hi/magazine/default.stm
Named ‘Magazine’ the webpage is full of smaller news stories which would be more appealing to slightly nicher groups than the BBC normally targets. It has many quirky, fun features such as ‘10 things’ – this is basically a list of 10 things that the BBC has discovered in the last week, and is often topical – e.g. the Olympic torches ability to withstand 50mm of rain. It also includes a ‘quote of the day’ feature, pulled from an article, and a ‘daily mini quiz’ – also normally topical. It is very interactive, allowing lots of people to have their opinions heard with a page entitled your letters, which will publish all letters which are not offensive.

Blog: http://www.bbc.co.uk/blogs/theeditors/ ‘This blog aims to explain the editorial decisions and dilemma’s faced by the teams running the BBC’s news service’
An editor will make a post about a subject which they want to discuss, or make clearer and then readers are free to make comments, ask questions (which are moderated) and create debate. The BBC encourages readers to criticise them and want to be as open as possible, I think this a great way to keep viewers loyal as it makes them feel incredibly involved that the BBC is taking their views into account.

Podcasts http://news.bbc.co.uk/1/hi/programmes/4977678.stm
The BBC offers a wide range of podcasts the content of which changes daily of weekly, a few examples are; BBC radio newspod – designed of people who are short of time this podcast rounds up the days most interesting interviews and features, Today in Parliament – it summarises the highlights of the day. The podcasts are free and easy to download, they also provide links to all other BBC podcasts – encouraging viewers to widen their podcasting consumption and is a good example of synergy.

Video Clips
Nearly all news stories have video clips to accompany them and you can watch the last news programme that went out on the BBC. There is also a link at the top of the news homepage called NEWS 24 which is a channel dedicated to news on 24/7. You need windows media player to access all of these, and in each viewing box there is a small paragraph or 2 telling you about what you are watching.

Audiences
I believe the main target audience for the website is 30s-40s, as this is the age group which are most likely to consume news regularly but also young enough to use and embrace new technology. Secondary audiences are under 30s which regularly consume news and enjoy the quirkier features of the website (e.g. 10 things), and also ‘silver surfers’ – the over 50s who use new technology. I don’t think social groups or class are particularly significant for the 30s-40s, only that they need the internet, but for the secondary audiences it is most likely to middle and upper class as they can afford iPods and internet phones etc which provide the updates etc.

I think the audience are using it because they enjoy being kept up-to-ate all the time and want to gain more knowledge, and the new technology allows this. Mobile updates and ‘1 minute news summaries’ allow people to consume on-the-go, to fit into their busy lifestyles. So they are now able to work their consumption around their lives, and not the other way around.

Institutions
The only institution involved is the BBC and they are using the technology to bring people more news and to diversify that news so they can target nicher groups.

The main benefit is that it helps them to exhibit the news, because all of their shows and articles are archived and they have a 24/7 news channel which you can access from the website at any time. It also helps them to market the institution as there are many examples of synergy – e.g. links to CBBC news and all their other podcasts. To a lesser extent helps them to produce because they get feedback from the audience.

Key Concepts
This website involves interactivity, personalisation, immediacy, time-shift and vertical integration.

Interactivity:
The website has a lot of interactivity in it which all helps encourage loyalty.
‘Have your say’ (http://news.bbc.co.uk/1/hi/talking_point/default.stm) is an entire section devoted to interactivity and helping viewers to have their opinions heard. There is one main debate which is changed regularly that anyone can post comments on and short comments scroll along the top in a ‘Your comments’ bar (this is also an example of democratization). There is also a section entitled ‘Pictures’ which is full of pictures sent in by people, usually topical (e.g. Olympic Torch Relay). There are also an entire programme called ‘Your News’ where people submit stories about what is happening in their area and what is important to them, and then each week 2 reporters (Richard Bilton and Laura Jones) visit a different place in the UK.
The websites webzine ‘The Magazine’ has a whole page for letters from readers and the editor’s blog activity encourages criticisms and questions upon topics they are discussing which they will reply to if possible.

Personalisation
The major point to make about a website is that t will always be an example of personalisation because viewers can choose exactly what they want to consume by the small descriptions that most links include. Personalisation, much like interactivity, is used to encourage viewer loyalty as they can make the media work for them.
The BBC alerts (RSS feeds) which the website provides (a form of immediacy) can be entirely personalised to your consumption, you can choose from 300 categories and you are then kept up to date with any headlines which fall into these.
The weather up dates on the news home page can also be personalised for your area, all you have to do is entire your postcode and you can also choose to include sport.
The website also provides options such as font size and colour and background colour for visual needs.

Immediacy
The immediacy of the website allows people to consume what they want quickly because everything is broken down and easy to find – as opposed to watching a 30 minute television programme. It also makes it easier for people with busy lives to consume media.
BBC news 24 is probably their largest example of immediacy because is a news programme which runs all day every day and can be accessed from the website homepage whenever. You can also download an RSS feed called BBC alerts, you choose the news you are interested in (personalisation) and then you can either have hourly updates of new headlines, or up dates when a new headline is broadcast. It is also possible to watch a ‘1 minute summary’ which is quite literally one minute of audio news which summarises the days headlines.

Time-Shift
Time shift allows people to access media whenever they want as opposed to scheduling their lives around television programmes, the website itself does that as it is accessible 24/7 and all articles are archived, but it also has other features of time-shift.
One such example is the websites podcasts (detailed above) they allow people to quickly download them and then whenever they have spare time (bus, tube, traffic etc) they can catch up.. The website also allows you to watch the last BBC show which was broadcast on TV at any time from a quick link.

Vertical Integration
The website has many connections with other BBC programmes etc. For example, on the homepage there is a link to the CBBC news website for children, which helps to target families more, the BBC alerts feature also allows you to set reminders for all BBC radio and television shows.