NDM has changed audience experience dramatically for the better in regards to the viewing and distribution of films with the introduction of VoD streaming services. Audiences can enjoy their favorite films in peace with great picture quality and sound quality at their own discretion rather than going to the cinema and worrying about car park costs, food costs and similar.
2) Has new and digital media changed the way the audience consume your chosen product?
NDM has dramatically changed the way audiences consume films as many of us now consume them through VoD services such as Netflix and LoveFilm, rather than going out to the cinema we chain ourselves to the couch. We no longer have to pencil a specific time in the diary to watch a film they can watch their favorites as and when they wish probably for half the price of going to the cinema.
3) Has the size of the audience changed as a result of new and digital media?
The changes in film viewing and distribution bring with it a more global audience through the likes of VoD services with Netflix accumulating '83m members and operates in more than 190 countries worldwide'.When cinemas were the only known medium of film entertainment the audience was more limited as some countries may not show a film at all or it may release later than other countries therefore limiting audience size.
4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
- More variety
- Cheaper
- Individualized experience (Set up multiple profiles to suit your preferences)
- Adaptable (VoD works for computers, TV, smartphones etc)
- Makes you recommendations (Not a time consuming process to wait for a film release or scout out your favorites)
- Greater accessibility
- Convenient
- Original content (e.g Netflix originals such as Designated Survivor)
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
- Dependent on the user quality could vary (e.g. difference in system being used)
- Requires significant bandwidth strength to play properly (Greater costs elsewhere)
- May not always have what you want to watch or release it at a later date
- Take a while to be updated
6) What about audience pleasures - have these changed as a result of new and digital media?
With the changes that VoD and similar has brought to film viewing and distribution audience pleasures have changed greatly in my opinion. For instance, VoD gives audiences the pleasure of regular time slots for series and films. All the available episodes of a series come out at one time on the likes of Netflix and Amazon. Similarly, with the full films typically new films are added to the catalogues at a few specific times of the year. A similarity in the audience pleasures provided between the traditional cinema medium and the likes of VoD would be that both platforms use well known celebrities all/most of the time which audiences can relate to and enjoy watching. Audience pleasures between the likes of VoD and the cinema medium differ because the narrative is not always resolved. Cinemas typically tend to resolve the narrative with the exception of franchise films such as Fast & Furious; but this is too be expected as cinemas only show full films and not series. Nevertheless, VoD pleasures differ in regards to narrative because the series in specific keep the audience coming back, keeps them hooked. A pleasure of both platforms is the familiarity factor audiences know what to expect from the characters and the way they behave.
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
Demographic - VoD
B - Teachers, Graphic Designers
C1 - Office supervisors, Nurses (White Collar Jobs)
C2 - Plumbers, Builders (Blue Collar Jobs)
D - Semi Skilled and Unskilled Manual Workers
E - Students
VoD has gained this vast audience range from the cinema traditional medium because it is a cheaper, adaptable, convenient alternative for them.
Demographic - Cinema
A - Bankers, Lawyers
I think that the cinemas have retained this 'A' group audience because they are less likely to mind spending the money on cinema trips. However, I am by no means saying that the groups of the typical VoD audience do not go to the cinema, I am instead saying that VoD is likely to be a preferred option for them.
Psychographic
- Given that a lot of VoD viewing comes from millennials: Explorers
-- Seek Discovery: Typically a younger demographic (Students). Energy, Individualism, experience.
They enjoy the individualized experience that the changes in film viewing and distribution have brought: VoD gives them a more individualized space to explore as a pose to cinema viewing.
- Some people use the changes in film viewing and distribution as a way for them to escape from everything: Strugglers
- For a lot of people the changes in film viewing and distribution are a pleasurable activity in free time: Resigned
-- Seek Survival: Typically the older generations (45+ years) rigid & authoritative values but VoD viewing capabilities allow them to enjoy films in their spare time rather than struggling to find time to fit in the cinema and pay exorbitant prices.
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