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(jīng)營廣播電視的公司主要有英國廣播協(xié)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)?,F(xiàn)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(wù)頻道;Channel 3(即ITV)、Channel 5(Five)是商業(yè)頻道。英國的有線電視經(jīng)營者主要是電纜及無線通訊公司(Cable & Wireless Communication),提供衛(wèi)星電視服務(wù)的主要是BSB。從體制上來說,BBC和Channel 4是公營廣播公司,Channel 3、Channel 5以及眾多的網(wǎng)絡(luò)及衛(wèi)星頻道是私營體制;但從服務(wù)性質(zhì)來看,五個地面廣播電視頻道都被賦予了公眾服務(wù)的職責(zé),獨立電視委員會(ITC,Independent Television Commission)負責(zé)商業(yè)電視臺,網(wǎng)絡(luò)和衛(wèi)星服務(wù)的許可證和監(jiān)管,公營廣播頻道Channel 4也屬于ITC的管轄范圍之內(nèi)。#p#分頁標題#e#
公眾廣播服務(wù)機構(gòu)
BBC
BBC (British Broadcasting Corporation) 是世界上第一個公眾服務(wù)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(lián)合創(chuàng)辦的商業(yè)機構(gòu),創(chuàng)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(quán)。壟斷是英國用來解決美國因商業(yè)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(zhuǎn)交給BBC。1927年之后,英國廣播公司轉(zhuǎn)變?yōu)楣姺?wù)組織,由王室授予特許狀,其決策委員會由國家任命,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(guān)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(wù)電視頻道,包括BBC News 24, BBC Parliament, BBC CBeebies, CBBC, BBC 4, BBC3 以及數(shù)字寬屏格式(digital widescreen format)的BBC1和BBC2, 此外還有一個互動頻道,觀眾能夠通過英國的數(shù)字衛(wèi)星、數(shù)字天線和數(shù)據(jù)電纜三種數(shù)字化平臺免費接收這些廣播數(shù)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(shè)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(wèi)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(wù)的全國性公營電視頻道,事實上,它是一個摻雜了公眾服務(wù)與商業(yè)電視服務(wù)的混合體, 是英國另一個版本的公眾廣播服務(wù)機構(gòu)。
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(qū)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(jié)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(quán)可以銷售自己的廣告,節(jié)目取向也朝著流行品味傾斜,它的核心觀眾多為年輕人和富有的職業(yè)人士,對于廣告商來說,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(wù)的保護傘大行商業(yè)之道,有悖公平競爭法則。競爭對手認為它要么轉(zhuǎn)制為商業(yè)電視臺,要么就做一個名副其實的公眾廣播服務(wù)機構(gòu),但不應(yīng)該兩者皆是。
商業(yè)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(yè)電視臺ITV(Channel 3)開播,從而結(jié)束了BBC自1936年開始的電視屏幕壟斷時代,英國廣播電視進入到雙元體制下的溫和競爭狀態(tài)。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(guān)系。
ITV由15家地區(qū)經(jīng)銷商提供地方及全國廣播網(wǎng)服務(wù)。2003年10月,控制了ITV四分之三的地區(qū)經(jīng)銷商的Carlton和 Granada合并,于是原來擁有ITV產(chǎn)權(quán)的五家公司變成了四家,九十年代以后,衛(wèi)星及有線頻道雨后春筍般地開通不斷分流觀眾和廣告費,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(qū)經(jīng)銷商的廣告份額受到嚴重挑戰(zhàn)。
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(wèi)星廣播電視臺BSkyB
早在60年代,BBC和ITV就通過衛(wèi)星獲取圖像,然后用傳統(tǒng)的方式轉(zhuǎn)播給英國觀眾。這是衛(wèi)星電視在英國發(fā)展的第一階段。第二階段是在八十年代中期,衛(wèi)星廣播公司繞開BBC與ITV的雙元壟斷,將生產(chǎn)的節(jié)目通過電纜運營商播放給英國觀眾。第三個階段始于1989年,衛(wèi)星廣播公司不僅繞開BBC與ITV,而且也不再通過電纜運營商,直接將其原創(chuàng)的節(jié)目通過衛(wèi)星直接廣播(DBS),用戶只要有碟型衛(wèi)星天線和解碼器,就可以接收衛(wèi)星廣播節(jié)目。衛(wèi)星廣播在英國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(jié)目,而且閱聽者對傳統(tǒng)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(wèi)星廣播電視公司中最強勁的英國天空廣播公司BSkyB在經(jīng)歷了多年數(shù)目巨大的虧損之后在1994年開始在英國市場取得盈利, 并獲得了DBS行業(yè)的實質(zhì)性壟斷地位。
英國電視的市場特色
強烈的公眾服務(wù)意識
BBC作為主要的公眾服務(wù)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(jié)目, 裝置所有者都必須通過郵局向BBC繳費。這一收入方式?jīng)Q定了BBC服務(wù)公眾的責(zé)任和義務(wù)。對于商業(yè)電視臺來說,無論是欄目設(shè)置還是節(jié)目內(nèi)容,也要表現(xiàn)出公眾服務(wù)的責(zé)任, 這從他們開始進入市場的時候就被賦予了的。商業(yè)電視臺的準入壁壘比較高,準許經(jīng)營商業(yè)電視臺的公司數(shù)量受到限制,并且每十年要重新競標,成功獲得ITC的許可經(jīng)營的投標公司,標的數(shù)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(jié)目服務(wù)質(zhì)量的標準。因此,在英國,商業(yè)廣播電視機構(gòu)的商業(yè)性懾于公眾服務(wù)職責(zé)不可侵犯的威權(quán),顯得比較內(nèi)斂。#p#分頁標題#e#
英國大眾傳媒dissertation代寫較為強硬的市場監(jiān)管
英國的廣播電視業(yè)是一個受到高度監(jiān)管的行業(yè)。1990及1996年英國的廣播法案為當前廣播市場的監(jiān)管提供了法律上的依據(jù)。對廣播節(jié)目的內(nèi)容和節(jié)目質(zhì)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(fù)英國人為之憎惡的過分商業(yè)化的美國廣播模式。在這一政策的長期督導(dǎo)下,英國電視總是在試圖用高品質(zhì)的節(jié)目去滿足多數(shù)群體的品味的同時,還提供充足而多樣的節(jié)目內(nèi)容保證小眾群體的觀看需求。盡管1990年廣播法案中產(chǎn)生的ITC采取“輕度接觸”的監(jiān)管辦法,降低質(zhì)量控制的力度,但遵循廣播的公共服務(wù)職責(zé)依然還是無論公營或私營的廣播機構(gòu)的基本原則?;趯ι虡I(yè)廣播機構(gòu)為了追逐利潤容易放棄傳統(tǒng)公眾廣播服務(wù)使命的假設(shè),加諸于ITV公司的法規(guī)細則更多于BBC。
此外,對于參與廣播服務(wù)公司的許可以及對其所有權(quán)變更的監(jiān)督,防止通過所有權(quán)的變更所產(chǎn)生的合并與集中對多元主義和文化多樣性的破壞。這種強硬的監(jiān)管環(huán)境保證了公共服務(wù)的基礎(chǔ),但也限制了傳統(tǒng)頻道之間的競爭,各頻道之間的定位更多是政策驅(qū)動而非市場驅(qū)動。SBkyS等市場自由度比較大而又不占用公共波長的衛(wèi)星及有線電視公司的競爭,必將對現(xiàn)有的廣播法案帶來挑戰(zhàn)。
強大的原創(chuàng)能力
英國大眾傳媒dissertation代寫BBC是歐洲最大的廣播電視節(jié)目生產(chǎn)商。在廣泛的題材范圍內(nèi)開發(fā)高質(zhì)量,內(nèi)容有創(chuàng)新的節(jié)目一直是這個組織最看重的傳統(tǒng)和它的強項。強大的原創(chuàng)能力使BBC的節(jié)目在全球范圍內(nèi)獲得良好的銷售業(yè)績,2002/03財務(wù)年度,BBC Worldwide賣出了4萬多個小時的電視節(jié)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(chuàng)節(jié)目的廣播商。此外,英國有龐大的獨立廣播電視節(jié)目制作機構(gòu)。這些獨立公司的存在有利于發(fā)展文化的多樣性,因此得到政府的鼓勵和支持,規(guī)定BBC和ITV的25%的節(jié)目要從這些公司購入。Channel 4的成立更為英國的獨立節(jié)目制作公司的繁榮起到了十分重要的作用。作為公營服務(wù)機構(gòu),Channel 4要為少數(shù)群體提供制作成本高昂、品味高雅的節(jié)目,諸如歌劇、戲劇以及記錄片等。這些節(jié)目的制作不是由Channel 4自己承擔(dān)的,而是由公司外部的獨立制片公司制作的。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(jié)目中精挑細選,保證節(jié)目品質(zhì),既降低固定資本投入的運營成本,又對節(jié)目公司的原創(chuàng)能力提供了刺激作用。
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