Industry Structure and Skill Set Individual Report
The JICS, or the Joint Industry Committee, are all the main media surveys. They are made up of media owners, media agencies, professional bodies and clients. The media owners pay the largest sum of the cost of running the JICS as it is their media that is being analysed. The JICS main role is media measurement, which is when media owners and agencies calculate how many of a given audience a medium can reach at any given time. The BARB and the NRS are the two JICS being focused on in this report. This report will look at the future for JICS in a world were media is changing from offline to online. The BARB is the official source of television viewing figures in the UK it “commission’s specialist research companies to collect data that represent the television viewing behaviour of the UK’s 26 million TV households.” [Barb. (2012)]. The BARB conducts it research by having weekly surveys of viewership and then breaking down the data into which channels have been watched the most over that time period. These figures are then used by the media agencies and owners to calculate a fee for using time slots on certain channels at specific times. The NRS, or national readership survey, The NRS provides “the most authoritative and valued audience research in use for print advertising trading in the UK.” [NRS (2012)]. The survey covers over 250 of Britain's major newspapers and magazines, showing the size and nature of the audiences they achieve. Data on readership is collected through a continuous 12 month survey, and consists of 36,000 with people aged 15+ a year, selected at random. This provides year on year readership data to media agencies and owners. The BARB defines viewership as anyone in the same room as a turned on TV set; this means that people who may not actually be consuming the media are taken down as viewers by BARB. The NRS defines readership as Average Issue Readership or AIR. AIR is the number of people who have read or looked at an average 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 minutes as part of the publications readership. The JICS have used the same model of defining viewership and readership for the past 6 decades; this linear model is used to assess the general reach of a media product. The JICS model of how people communicate with media is based on the Shannon and weaver model from 1949, this model is based on a linear understanding of communications, with 8 elements. The first element is the source, or where the media has originated from, this is the message they wish another to receive. The next element is the encoder, which decides what format the message will take, it “takes the concept that the source wants sent out, and puts it into a suitable format for later interpretation” [URI. (2010)], the message is the information or idea that is being communicated from one end of the model to the other, in human communication the message usually has a distinct meaning. The Shannon and Weaver model however does not take substance into account, rather that the message was being transmitted in the first place. It is essential for meaningful information to have the right channel, which is the route the message travels on; this is another one of the elements. Noise is one of the key elements as it is inevitable that it will affect the communication process through the model. The Decoder is the element that interprets the message into something the receiver will understand, this is essentially the same as the source and encoder, only reversed. One of the key elements of the model is the receiver; in order for the message to be executed there must be a second party at the end of the channel the source has used. The receiver takes in the message that the source has sent out.
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