Industry Structure and Skill Set Individual Report Sample Essay

The JICS. or the Joint Industry Committee. are all the chief media studies. They are made up of media proprietors. media bureaus. professional organic structures and clients. The media proprietors pay the largest amount of the cost of running the JICS as it is their media that is being analysed. The JICS chief function is media measuring. which is when media proprietors and bureaus calculate how many of a given audience a medium can make at any given clip. The BARB and the NRS are the two JICS being focused on in this study. This study will look at the hereafter for JICS in a universe were media is altering from offline to online. The BARB is the official beginning of telecasting sing figures in the UK it “commission’s specialist research companies to roll up informations that represent the telecasting sing behavior of the UK’s 26 million Television families. ” [ Barb. ( 2012 ) ] . The BARB conducts it research by holding hebdomadal studies of viewership and so interrupting down the information into which channels have been watched the most over that clip period. These figures are so used by the media bureaus and proprietors to cipher a fee for utilizing clip slots on certain channels at specific times.

The NRS. or national readership study. The NRS provides “the most important and valued audience research in usage for print advertisement trading in the UK. ” [ NRS ( 2012 ) ] . The study covers over 250 of Britain’s major newspapers and magazines. demoing the size and nature of the audiences they achieve. Datas on readership is collected through a uninterrupted 12 month study. and consists of 36. 000 with people aged 15+ a twelvemonth. selected at random. This provides twelvemonth on twelvemonth readership informations to media bureaus and proprietors. The BARB defines viewership as anyone in the same room as a turned on Television set ; this means that people who may non really be devouring the media are taken down as viewing audiences by BARB. The NRS defines readership as Average Issue Readership or AIR. Air is the figure of people who have read or looked at an mean issue of a publication.

The definition is based on those who say they have last read a publication within its publication interval. The NRS considers anyone who has read or looked at a publication for more than 2 proceedingss as portion of the publications readership. The JICS have used the same theoretical account of specifying viewership and readership for the past 6 decennaries ; this additive theoretical account is used to measure the general range of a media merchandise. The JICS theoretical account of how people communicate with media is based on the Shannon and weaver theoretical account from 1949. this theoretical account is based on a additive apprehension of communications. with 8 elements. The first component is the beginning. or where the media has originated from. this is the message they wish another to have. The following component is the encoder. which decides what format the message will take. it “takes the construct that the beginning wants sent out. and puts it into a suited format for subsequently interpretation” [ URI. ( 2010 ) ] . the message is the information or thought that is being communicated from one terminal of the theoretical account to the other. in human communicating the message normally has a distinguishable significance.

The Shannon and Weaver model nevertheless does non take substance into history. instead that the message was being transmitted in the first topographic point. It is indispensable for meaningful information to hold the right channel. which is the path the message travels on ; this is another 1 of the elements. Noise is one of the cardinal elements as it is inevitable that it will impact the communicating procedure through the theoretical account. The Decoder is the component that interprets the message into something the receiving system will understand. this is basically the same as the beginning and encoder. merely reversed. One of the cardinal elements of the theoretical account is the receiving system ; in order for the message to be executed there must be a 2nd party at the terminal of the channel the beginning has used. The receiving system takes in the message that the beginning has sent out.

[ Stanford. ( 2011 ) ]
The JICS have used this theoretical account from the 1950s ; nevertheless they have removed the encoder and receiving system and changed it to message and aim audience. The JICS theoretical account focuses even more on the chance instead than the existent range of the media to the mark audience. This means that they can cipher an estimated range to an audience and no existent information. This is non good sing the hereafter of media being seen to travel off from offline and more to online. as it will go harder for the JICs to vie against online based companies that can supply existent clip figures and concise audience response to a message.

Target audience

When looking at the JICS theoretical account the strategic development manager at Starcom MediaVest Group. Jim Kite stated that in the digital age clients want simpleness. “TV trading still demands range and evaluations but when it comes to effectiveness. they want outcome information. ” [ Mediatel. ( 2008 ) ] . This shows that even taking figures within the media industry feel that the universe is altering and the demand for the trading currency was non the size of audience but more on an result based graduated table. This shows how the JICs demand to accommodate to the new ways media is being delivered to an audience.

The Shannon and Weaver theoretical account was created in 1949. which means it is over 60 old ages old. It was made when mass media was really powerful and in a clip when people were really naif to propaganda. It is biased on the statement that adept media use can acquire people to make what you want and in order to make this they need more exposure to the media. The manner the theoretical account sees offline media. i. e. viewership and readership is in possible chance to make an audience alternatively of how many existent people the media reached. When sing the 12 – 3000 theory. which is that a individual is unfastened to 3000 messages a twenty-four hours from media. and merely to the full comprehends 12. the theoretical account can be seen as non being able to be adapted to the digital age. as there becomes more on-line ways for media to make its specific receiving system or audience.

The theoretical account was built in an age where on-line media mercantile establishments did non be. so as the digital age continues to turn. so the Shannon and Weaver theoretical account will go more out-of-date. Looking at how media bureaus deal with the alteration brought by digital media is linked to understanding if the JICs can besides accommodate to a altering media environment. One theoretical account of communicating that may use to digital media is Schramm’s theoretical account of communicating. This was one of the first to change the mathematical theoretical account of Shannon and Weaver. He conceived of decryption and encoding as activities maintained at the same time by transmitter and receiving system. significance that the message can travel two ways.

This theoretical account of communicating could be adopted by the JICs in order to better understand how the users reacts or feels about a message. this links to digital and it is much easier for a message receiver to show feedback over on-line media than with offline media. This theoretical account could besides work with digital as it is synergistic. The theoretical account besides takes into history direct and indirect communicating. the difference between a message being shown straight to the translator. or the translator non being the intended receiver of the message. This works better than the Shannon and Weaver theoretical account for digital feedback as the Shannon and Weaver theoretical account does non take into history the difference between messages. and counts the chance as a whole. whereas the Schramm theoretical account can province if the audience for the message is being targeted to listen to the message or non. Zenith Optimedia is a premier illustration of a media bureau altering the manner it operates in order to vie in the digital age.

As a cardinal portion of the Publicis. “Zenith’s purchased assorted digital media companies such as Zed digital web and of Moxie” [ M and M planetary. ( 2012 ) ] . this move towards going more competitory in the digital market is supported by the assignment of new endowment in countries of the company. including: Sebastian Danet to main executive of Zenith Optimedia France. Nicole Pruesse to CEO of Zenith Optimedia Germany and Fernando Rodriguez to CEO Zenith Optimedia Spain. These moves internally along with the assignment of Steve King as General CEO in March show how acute Zenith are to go competitory in the digital age. Working with companies such as HTC. L’Oreal and Reckitt Benckiser. Zenith as a ROI bureau wants to supply a return on investing ; nevertheless the usage of on-line ads can widen the length of service of the media. and hit the mark audience of the companies. All three of these companies use digital media to advance themselves. and this can be seen as Zenith accommodating the new digital age. and traveling off from following the Shannon and Weaver theoretical account.

While Zenith Optimedia is accommodating to the new digital age. Maxus. which is portion of the WPP group. focuses more on a planning doctrine called ‘Relationship Media’ . [ M and M planetary. ( 2012 ) ] . which is focused on constructing more profitable relationships between consumers and trade names. It combines the subjects of communications be aftering and client relationship selling with real-time informations analytics. A system developed by Kelly Clark. planetary main executive. This involves digital media. but Maxus focus more on media planning and purchasing and direct response. Bing a comparatively new bureau. Maxus’s clients include Netflix. Nokia and Vodafone. These companies all rely on being digital and online. being as they produce allow or depend on online as a concern. this and the fact that Maxus is a new company. that already has high profile clients shows that they have the ability to alter in the coming digital age. analyzing these two companies shows how most media bureaus are fixing to travel off from following the Shannon and Weaver theoretical account and more into understanding how to pass on a media to the consumer in a digital age.

When looking at ways media companies can derive informations on the consumer and how they react to a media. Cost per 1000 is a method Cost per 1000 is a footing of demoing an advert to one 1000 viewing audiences. It is used in selling as a benchmark to cipher the comparative cost of an advertisement run or an ad message in a given medium. Cost per 1000 is calculated by spliting the cost of an advertisement arrangement by the figure of feelings ( expressed in 1000s ) that it generates. Cost per 1000 is utile in comparing the comparative efficiency of different advertisement chances or media and in measuring the costs of overall runs. It works really good with the Shannon and Weaver theoretical account as they both calculate the chance degree and non the existent degree of how many people a message will make. As a consequence both can non give feedback that contains existent informations. merely a per centum of how many people an advert could make. or an estimation of how much it is traveling to be to make a thousand people with a message.

With the rise of on-line media mercantile establishments such as Google and Facebook. which can supply companies with existent user informations that relates specifically to the companies adverts. the JICs face heavy competition in roll uping readership and viewership informations. The deductions of the move towards greater digitalization of media on both these studies along with the rise of online companies means the JICs will necessitate to accommodate to the alteration in order to still be able to supply a service to media proprietors and bureaus. One manner in which it is making this is through the “JIC in-a-box” [ Mediaweek. ( 2012 ) ] .

JIC-in-a-box package allows media purchasers to “select postcode sectors. drive-time countries or specific geographicss such as towns. counties or newspaper catchment countries. and run an audience study for selected documents and web sites within that country. ” [ Mediaweek. ( 2012 ) ] . JIC in-a-box shows that the JICs are actively seeking to accommodate to the altering media universe that sees the theoretical account of communicating they have used to place the chance of seting a message across to a receiving system easy become disused. as the growing of Google analytics and Facebook ads continues. the JICs will necessitate to accommodate even more if they are to remain the primary beginning of viewership and readership information for media proprietors and bureaus in the hereafter. The rapid development of media companies credence of digital media as shown by Maxus and Zenith Optimedia means that the JIC’s will hold to follow the same way in order to remain relevant to the media industry.


Barb. ( 2012 ) . how we do what we do. Available: hypertext transfer protocol: //www. shot. co. uk/resources/reference-documents/how-we-do-what-we-do. Last accessed 10th December 2012. NRS. ( 2012 ) . What we do. Available: hypertext transfer protocol: //www. nrs. co. uk/purpose. hypertext markup language. Last accessed 10th December 2012. Mediatel. ( 2008 ) . The hereafter of media research: The Jics. Available: hypertext transfer protocol: //mediatel. co. uk/newsline/2012/02/08/future-of-media-research-the-jics/ . Last accessed 13 December 2012. M and M planetary. ( 2012 ) . Zenith Optimedia profile. Available: hypertext transfer protocol: //www. mandmglobal. com/global-accounts/agency-profiles/zenithoptimedia. aspx. Last accessed 13 December 2012 M and M planetary. ( 2012 ) . Company profile. Available: hypertext transfer protocol: //www. mandmglobal. com/global-accounts/agency-profiles/maxus. aspx. Last accessed 13 December 2012. Mediaweek. ( 2012 ) . JIC in-a-box regional tool. Available: hypertext transfer protocol: //www. mediaweek. co. uk/news/1084225/Jic-in-a-box-regional-planning-tool-revamped/ ? DCMP=ILC-SEARCH. Last accessed 13 December 2012. shkaminski. ( 2009 ) . communicating theoretical accounts. Available: hypertext transfer protocol: //www. shkaminski. com/Classes/Handouts/Communication % 20Models. htm # SchrammsInteractiveModel1954. Last accessed 13 December 2012. Stanford. ( 2011 ) . Semantic Conceptions of Information. Available: hypertext transfer protocol: //www. Google. co. uk/imgres? imgurl=http: //plato. Stanford. edu/entries/information-semantic/figure3. jpg & A ; imgrefurl=http: //plato. Stanford. edu/entries/information-semantic/ & A ; h=335 & A ; w=680 & A ; sz=26 & A ; tbnid=H6eGW. Last accessed 11th Dec 2012. URI. ( 2010 ) . The Shannon and Weaver theoretical account. Available: hypertext transfer protocol: //www. uri. edu/artsci/lsc/Faculty/Carson/508/03Website/Hayden/ShanWeav. hypertext markup language. Last accessed 11th Dec 2012.