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    Broadcasting Codes of AIR/DD

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    Kavita ko
    The document discusses guidelines for broadcast media in India that prohibit criticism of friendly countries and religions, obscenity, contempt of court, and criticism of high-level government officials. It then defines audiences as consumers of media and discusses factors that influence audience formation and behavior, including social and personal attributes, media habits, awareness of options, and strategies used by media organizations around content, scheduling, and promotion. The goal of audience research is described as measuring reach for advertising, manipulating choices, identifying market opportunities, improving communication, and testing for harmful effects.

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    Broadcasting Codes of AIR/DD

    Uploaded by

    Kavita ko
    5K views16 pages
    The document discusses guidelines for broadcast media in India that prohibit criticism of friendly countries and religions, obscenity, contempt of court, and criticism of high-level government officials. It then defines audiences as consumers of media and discusses factors that influence audience formation and behavior, including social and personal attributes, media habits, awareness of options, and strategies used by media organizations around content, scheduling, and promotion. The goal of audience research is described as measuring reach for advertising, manipulating choices, identifying market opportunities, improving communication, and testing for harmful effects.

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    The document discusses guidelines for broadcast media in India that prohibit criticism of friendly countries and religions, obscenity, contempt of court, and criticism of high-level government officials. It then defines audiences as consumers of media and discusses factors that influence audience formation and behavior, including social and personal attributes, media habits, awareness of options, and strategies used by media organizations around content, scheduling, and promotion. The goal of audience research is described as measuring reach for advertising, manipulating choices, identifying market opportunities, improving communication, and testing for harmful effects.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    5K views16 pages

    Broadcasting Codes of AIR/DD

    Uploaded by

    Kavita ko
    The document discusses guidelines for broadcast media in India that prohibit criticism of friendly countries and religions, obscenity, contempt of court, and criticism of high-level government officials. It then defines audiences as consumers of media and discusses factors that influence audience formation and behavior, including social and personal attributes, media habits, awareness of options, and strategies used by media organizations around content, scheduling, and promotion. The goal of audience research is described as measuring reach for advertising, manipulating choices, identifying market opportunities, improving communication, and testing for harmful effects.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Programme code:

    The General Broadcasting Code


    which is otherwise called
    Programme Code for both AIR and
    Doordarshan prohibits the following:
    (a) Criticism of friendly countries;
    (b) Attack on religions or communities.
    (c) Anything obscene or defamatory.
    (d) Incitement to violence or anything against
    maintenance of law and order.
    (e) Anything amounting to contempt of court.
    (f) Aspersions against the integrity of the
    President and Judiciary.
    (g) Anything affecting the integrity of the
    Nation, and criticism by name of any person.
    Audience
    • Refers to the readers of, viewers of,
    listeners to one or other media channel.
    • Audiences are both a product of social
    context (which leads to shared cultural
    interests, understanding and information
    to a particular pattern of media provision.
    An audience can be define by:
    (media usage)
    • PLACE: as in the case of local media.
    • PEOPLE: as when a medium is
    characterized by an appeal to a certain
    age group, gender, political belief, or
    income category.
    • MEDIUM OR CHANNEL: the particular
    type of medium or channel involved –
    Technology.
    • CONTENT: content of its messages
    (genres, subject matter, styles).
    • TIME: daytime audience, prime time
    audience.
    Audience research goal
    • Measuring actual and potential reach for
    purposes of advertising.
    • Manipulating and channeling audience choice
    behaviour.
    • Looking for audience market opportunities.
    • Product testing and improving communication
    effectiveness.
    • Meeting responsibilities performance in a
    number of ways (e.g. to test allegation of harmful
    effects.)
    Audience As Target
    • In transmission model, the communication
    process is considered as the sending of signals
    or messages over time for the purposes of
    control or influence.
    • The receiver and thus the audience, is perceived
    a destination or target for the purposeful transfer
    of meaning.
    • Target audience, one with a specified
    composition in terms of demographic and other
    attributes.
    “Audience Side” Factors
    • Social background and milieu: especially
    as reflected in social class, education,
    religious, cultural, political and family
    environment.
    • Personal attributes: age, gender, family
    position, study and work situation, level of
    income also lifestyle if relevant.
    • media related needs: media as company,
    distraction and information.
    • Personal taste and preferences: for certain
    genres, formats, or specific items of
    content.
    • General habits of leisure – time media
    use: media are used in space as well as
    time, availability in the appropriate places
    to receive (e.g. at home, in trains, driving
    etc). Availability also refers to the
    economic potential to be in an audience,
    for instant being able and willing to pay the
    price of a cinema ticket or a music
    recording.
    • Awareness: of the choice available and
    the amount and kind of information
    possessed also play a part in audience
    formation. More active audience
    members can be expected to plan their
    media use accordingly.
    “Media Side” Factors
    • The media system: preferences and
    choices are influenced by the makeup of
    the (national) media system (number,
    reach and type of media available) and by
    the specific characteristics of different
    media outlets.
    • Structure of media provision: this refers to
    the general pattern of what the media
    provide in a given society, which exerts a
    long – term influence on audience
    expectation.
    • Available content options: the specific
    formats and genres that are on offer to the
    potential audience at particular times and
    places.
    • Media publicity: this includes advertising
    and image making by the media on their
    own behalf as well as intensive marketing
    of some media products.
    • Timing and presentation: media selection
    and use are likely to be influenced by
    specific strategies of time, scheduling,
    placement or design of content or media
    message according to competitive
    audience – gaining strategies.

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