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7MECM003C Media Markets: Assignment One Guidelines
Assessment Type: Market Report (Assignment One)
Weighting (% of overall module mark): 40%
Word Limit: 2,000 words (+/- 10%). Please note that a deduction of 3 marks will be automatically applied for assignments under or over the word limit. Cover page, table of contents, tables, charts and references are not included in the word count.
Cover page: As this is an anonymously-marked assignment, DO NOT provide your name and student ID, OR ANY OTHER INFORMATION THAT MIGHT IDENTIFY WHO YOU ARE on the cover page OR ANYWHERE ELSE. On the cover page, please provide only: the module title and the module code, the assignment title, the chosen media outlet, and the word count.
Brief:
***
The aim of the assignment is to enhance students’ skills in searching for, interpreting and presenting market data.
Choose ONE of the UK media organisations below and examine its positioning within the relevant market and its performance in audience terms across various “platforms” – both traditional (TV and radio broadcasting or print) and digital/online. Also, offer a prediction of how your channel might perform in the next 5 to 10 years
UK broadcasters: – BBC
– ITV
– Channel 4 – Channel 5
UK news publishers: – The Times
– Telegraph
– The Guardian – Daily Mail
– Daily Mirror
– The Sun
Depending on data availability, in your report you should consider:
1. Your organisation’s audience profile by key socio-demographic variables (age, gender, social class): How does it differ from its rival
services and how has it changed over the years?
2. The organisation’s audience performance relative to its main
competitors, based on metrics such as reach, time spent watching/reading/listening, market share: How has your organisation’s
performance changed in recent years? Has it improved, worsened?
What factors have had a bearing on performance?
3. How is your organisation likely to perform in the next 5 to 10 years?
When thinking about the future explain the assumptions that have informed your predictions (e.g., consideration of changes in technology, the economy or consumer preferences).
Data sources:
1. Ofcom
Ofcom, the UK communication regulator, is a rich and authoritative source of data on UK media markets.
Ofcom’s latest interactive data portal (Communications Market Report 2022) can be found here.
Other useful reports from Ofcom include:
– News consumption in the UK in 2022 – Media Nations 2022
– Online Nation 2022
2. Audience measurement providers:
- – PAMCo data archive for news brands reach, which can be found here: https://pamco.co.uk/pamco-data/data-archive/
- – For TV viewing, topline historical data is available from BARB’s website (BARB is the UK TV audience data provider). See here: https://www.barb.co.uk/about-us/barb-for-students/ 3. Organisational documents Company annual reports and other corporate documents can also be a useful source of data (though, when using corporate presentations and other PR material be aware that data is presented in a way that puts the organization in a favourable light): – BBC: https://www.bbc.com/aboutthebbc/reports/annualreport – Channel4: https://www.channel4.com/corporate/performance/reporting/reporting- library
– ITV: https://www.itvplc.com/investors
– Channel 5 does not issue an annual report
– News publishers’ annual reports and other corporate documents. Search by publisher, for example Guardian Media Group or The Daily Mail and General Trust (DMGT) 4. Journalistic sources, including:
– https://www.theguardian.com/uk/media – https://www.pressgazette.co.uk/
– https://tbivision.com/
– https://advanced-television.com/
– https://www.broadbandtvnews.com/
– https://www.digitaltveurope.com/news/ – https://www.v-net.tv/
***
- You must keep a record of the raw data that you have used in your report and be prepared to provide it on request.
- On the cover page indicate the word count (the word count does not include cover page, table of contents, tables, charts and reference list)
- Add page numbers to your document.
- Provide the source of any data that you use for your report in footnotes, in an appropriate and consistent manner. Also, provide a list of references ordered alphabetically at the end of your report (titled ‘List of References’). Microsoft Word allows you to insert footnotes very easily – see here).
- Please refer to the Marking Criteria below (under ‘Presentation’) for rules of good practice in presenting tables and charts that we expect that you adhere to. *** General overviews of the UK media landscape: Below are some links to online resources providing overviews of the UK media landscape or parts of it:
- A very basic UK media profile from the BBC: http://www.bbc.co.uk/news/world-europe-18027956
- PWC’s 2021 UK media and entertainment outlook report: https://www.pwc.co.uk/industries/entertainment- media/insights/entertainment-media-outlook.html
- A website with a focus on news media in the UK: http://www.newsmediauk.org/UK-News-Media-Industry
- UK Media Landscape: https://medialandscapes.org/country/united-kingdom
- Media Reform Coalition – Who Owns the UK Media (2021): https://www.mediareform.org.uk/media-ownership/who-owns-the-uk-media Please note that nearer to the submission hand-in date, we will provide additional guidance on this assignment and offer tutorials during our live sessions. ***
Formatting and other requirements:
Marking scheme – read carefully
| Category | Total possible marks |
| Analysis – Appropriate use and correct interpretation of market data and audience metrics; analytical rigour; clear argumentation and smooth-flowing narrative; critical use of sources; use of appropriate techniques to predict future performance | 40 |
| Presentation | 25 |
| Cover page provides the required information; and does NOT identify you; The word count is provided on the cover page; Pages are numbered; Table of contents is provided; List of Figures (charts) and List of Tables are provided; Figures and tables are numbered in separate sequences and not stacked above each other at the beginning or end of a section; All tables and figures in the main body of the report are given a clear caption title (caption titles should be self- explanatory); Numerical data in tables and charts are presented clearly, using a consistent style; The chart formats used to visualise the data at hand are appropriate; All required elements of tables and charts are provided (caption title, table/chart number, legend, source, and, if appropriate, notes); Tables and charts are referred to in the text, with the appropriate number; Tables and charts contain no redundant or duplicated information (e.g., no double titling); Notes are added below tables and figures to clarify the data presented (if appropriate); The sections of the report are given clear and meaningful headings which relate to their content. | |
| Research – Ability to retrieve relevant data from Ofcom and from other sources of data in order to support the analysis | 25 |
| Writing – Clear writing with good sentence structure; writing style must be appropriate for a market report | 5 |
| Referencing – Sources must be duly acknowledged using an appropriate and consistent referencing system | 5 |
| Total | 100 |
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