Sky adapting to the pressures of new and digital media

‘Why and with what success are traditional media institutions adapting to the challenge posed by new/digital media?’

'Sky' is the UK and Ireland's leading entertainment and communications company, serving 40% of homes. This suggests that this institution has successfully adapted to the challenges faced by new and digital media. Although, arguably, Sky only launched in 1990, so doesn't have an excessive history to evaluate a move from traditional platforms, to newer ones, it is still an important institution to analyse when looking at new and digital media advances.

Sky's Portfolio

Owns and operates Britain and Ireland’s largest portfolio of payed TV channels across entertainment, sports, movies and 24-hour news.

Sky media offers 125 channels and is used weekly by 90% of the population on TV, online and on the go.

Revenue: £7.6 billion

Employs over 25,000

Revenue increase by £1 million since 2012

‘The single biggest reason that customers choose to take Sky is for a better choice of TV. In this, our biggest year of content yet, Sky’s on-screen offering is larger, more diverse and of a higher quality than ever before.’ 

Platforms and Innovation

• Whole host of TV Sky channels offering a range of diverse content
• There is an online website
• No features on print: all new and digital media
• Features: Sky Broadband, Sky Entertainment, Sky Movies, Sky News, Sky Business and Sky Bet

Recent Innovation

• New EPG gives Box Sets, Catch Up and Sky Store 'greater visibility', encouraging customers to engage with the full range of content now available to them.
• Sky wants to be at the heart of the ‘connected household’, meeting customers’ growing desire to consume content on their own terms.
• ‘In the last 12 months, we have connected 3 million Sky+HD boxes to broadband, equivalent to 57,000 new households every week. This explosive growth means that more than half of our 10.7 million Sky TV customers now have access to the full range of On Demand services. This is more than double the number in the prior year and makes Sky Britain and Ireland’s most popular connected TV platform.
• NOW TV is also available on a broad range of 'internet-connected devices' that includes tablets, PCs and consoles, with PS4 being added to the list this summer.

Sky has adapted to new and digital media because: 

• It's focusing on platforms that are most used by the audience today including TV and e-media.
• It's producing for the masses. The range of Sky dedicated channels available meet the demands of the audience.
• It's ownership of channels, means people often buy Sky not just for Sky channels but for the array of other channels promoted.
• It's TV homepage has combined elements of broadcast and e-media platforms. For example, people can stream programmes from Catch-Up online, and then watch the show on their TV screen. 
• Sky is still attractive despite people having to pay for content. I think this is due to the range of texts available, it's easier accessibility, and the fact that everything is one place. For example, audiences view Sky as a package deal e.g. it provides TV content, broadband services, catch up TV, and opportunity to buy texts. 

I think people feel obliged to pay for Sky because they value it's reputation and see it as a trusting brand. Because it offers so much content in good quality and instantly - compared to illegal content, people feel willing to pay for what they are seeing. 

Plus, in a time pressured society, people want converging brands that can supply for all their needs. Sky does this. It can offer the TV content, catch up content, and even unlimited broadband. 

I think what else gives Sky credibility is their 24 hour news offered on TV and via their news website. Sky has especially adapted to new and digital media in this area; publishing news stories instantly in a clean, uncluttered layout, as well, as message boards and the opportunity to 'watch live'.

An advantage of e-media other traditional forms of news platforms such as newspapers, is that websites are more immediate. Whilst newspapers can only publish a day behind, websites can publish instantly. Also, while newspapers are limited by space, websites can publish more and more content, whilst attracting social interaction.  

Audiences are becoming exposed to Sky becoming a global name. For example, 'switch to the US edition', which is on the top right hand corner of the news website, show how Sky are broadening their audience to the masses, extending their credibility.

Laura Elphick

Sky Online Annual Report  

Charlie Brooker's 2014 Wipe - Ebola'

Charlie Brooker's 2014 Wipe: Ebola 

The central story for 'July' in Brooker's wipeout is 'Ebola'. 3 minutes screen time is dedicated to Brooker outlining what ebola is and the coverage it got within the Press. 

Before the coverage of Ebola is introduced, there is a midshot of Brooker sat a desk and saying, 'You might have noticed there have been many depressing stories this year, so to counteract that here's some funny music'. After a few seconds of upbeat non-diegetic music, Brooker, downgrades the tone - 'Now for Ebola'. This captivates how Brooker plays off the seriousness of the Ebola virus, preparing the audience for the negativity attached to the disease. 

To introduce the topic, the scientific animation is narrated by Brooker who refers to ebola as an 'unpleasant shoe lace'. This sets the tone that Brooker, although outlining the horror the disease caused, (which is evidenced with tracking shots of health care experts in suits, and doctors carrying victims in stretchers), he tries to lighten the topic. For example, Brooker conveys how the audience has a tendency of 'publicly worrying about ebola', and finds articles that express it in an 'entertaining way'.  

For example, Brooker chooses 3 reports of articles, showing a humorous reaction to the disease. This included the Mississippi school where parents removed their children, because the headteacher had been to, 'the other side of Africa'. This creates humour, because of the ridiculousness behaviour shown by the parents, however, it does represent the moral panic that was consequent of the disease. 

Another report Brooker chooses to show, was that of a health expert emphasizing how they are the only ones at risk. This including a fellow expert, 'flinging the contents of an Italian buffet and chocolate pudding.' Again, Brooker has chosen a report which is light-hearted and fun, to enforce how the press didn't solely report negative article to do with the disease.

The final report Brooker outlines was that of a 'NY 1' news, whereby an expert outlined how difficult it would be for someone to get ebola, and that they'd have to be intimately involved to get it. The expert says, 'If you came across some strange mucus or feces...don't eat it'. To backlash this point, the camera cuts to Brooker sat on the sofa and 'eating' feces, effectively mocking the expert; 'but only until this all blows over, then knock yourself out'.

Brooker ends his report on ebola by covering the Band Aid re-make song, which raised money to help the disease. This features a montage of shots of the singers involved in the song, which is narrated with mocking and sarcastic remarks of Brooker insulting the celebrities, saying many of them he doesn't even 'recognise'.  

Brooker's Overall response: Brooker's coverage of ebola is cynical and sarcastic, purposefully using reports that generate humour for their ridiculous interpretations of reporting the disease. He unearths how people are 'publicly worrying' over ebola which is unlikely to even reach the UK, implying that the majority of news coverage creates an irrational response and moral panic over the disease. As a result, Brooker downplays the terror of ebola, by mocking a select few absurd reports. Interestingly, none of the reports chosen were from the UK. This suggests that perhaps the UK reporting of ebola was centered around fear and terror, which explains why Brooker used light-hearted reports, to show that even a deadly disease can provoke humour to the UK audience, drowning in terror provoking reporting.

Ebola in the Press 

 UK newspapers outlined the seriousness of ebola, featuring words such as, 'alert', 'terror', and 'crisis' in their headlines. This a trend amongst both tabloid newspapers and broadsheet newspapers such as 'The Daily Telegraph', who published an article entitled - 'Outbreak of deadly Ebola virus could reach UK'. Both right wing papers and left wing newspapers shared the same tone of terror constructed to the audience.

For example, on The Sun + online, stories on ebola included the ones shown on the left. The Sun not only reinforced the moral panic of ebola, but they also linked it to another moral panic in the press centered on terrorism, creating an amplification of fear upon the audience. This suggests that the competing headlines of 'ebola' wasn't enough, without stretching it further to an added risk of 'terrorism'. This encapsulates how the news reporting of ebola unearthed public fear, which promoted an irrational response, showing how these headlines may have been published solely to keep the reading buying newspapers to follow up on the moral panic, emphasizing an economic motive.  Not only that, newspapers also incorporated the news value proximity, in which, fear for ebola increased when 'Britain' and the readers themselves potentially became at risk. 'Proximity', ensures that readers care more about an issue once they and their loves ones are at risk. Therefore, newspapers may exaggerate the risk of ebola hitting the UK, to add to the moral panic of ebola, keeping the readers buying more newspapers as the events of the disease unfold.

Laura Elphick

Links to articles:

• Killer Virus Fear
• Ebola Shambles at London Hospital
• 'Terror threat of lethal Ebola dirty Bomb' 

The new campaign wanting to tackle a widespread issue. #ThisGirlCan. Will it be a success?

Article Link: #ThisGirlCan Ad Campaign - Featuring no models
Article Headline:

#thisgirlcan ad campaign: no models – just gumshields, sweat and endorphins

Encouraging women to take up sport & not be ashamed of doing so. Billboard Ad

Tagline: 'Sport England’s drive to get more women involved in exercise and sport sweeps aside stigmas and is ideal for social sharing' 

This article exposed the new ad campaign hitting our TV, tablet, desktop, mobile and any other screen that comes to mind. #ThisGirlCan is constructed to encourage girls to take up more sport and not be afraid they were will be judged by others for doing so. Key points of this campaign emphasize how not only is sport important, but it also succeeds in challenging 'stigma' associated with girls and sport, while abiding to the new and exciting opportunities of 'social sharing'.  

What the Article tells us: 

• How the TV campaign by 'FCB Inferno' was 'created with social media - and social sharing - very much in mind'. 
• The article also featured a twitter status with a link to the campaign on YouTube, which already had '425 retweets' and '364 favourites', evidence that the campaign had already taken root on social media. 
• Moreover, the article encapsulated various taglines within the campaign such as, 'I jiggle therefore I am', 'sweating like a pig', 'feeling like a fox', 'damn right I look hot', and 'I kick balls...deal with it'. 
• Not only that but the article explained how the campaign was first aired during prime time TV on 'ITV' during a 'Coronation Street' ad break. Plus, the article referred to the other platforms the campaign is exploring such as 'billboards', to further extend their audience reach, which features a mid shot of a women on a rowing machine with the tagline 'hot and bothered', with the hashtag - #ThisGirlCan. This shows how the campaign is using word play of 'hot', and instead of conforming to conventional beautiful women, they are using an ordinary women who's hot from exercising. 

What I think:

I think The Guardian is drawing attention to how campaigns today have the ability to become viral if they make a powerful and significant point and encourage sharing through social media.

It's true today campaigns that tamper with our emotions by underlining an important societal issue have the potential to become global. Take the 'LikeAGirl' campaign Always created, and the sheer global reach of 'Dove's Beauty Sketches', pulling at the heart strings of countless women. Can this campaign #ThisGirlCan do the same?

I think the point the campaign makes is an important one. Girls and women shouldn't feel ashamed of doing exercise or taking part in competitive sport. It's significant to unearth how sport isn't a gender limited activity; women should feel welcomed and confident to take part, and not be considered any less feminine for doing so. I personally enjoy the word play the campaign anchors. Girls should feel confident to say 'deal with it', to anyone who criticises them for doing sport. The word play of 'hot and bothered' because of exercising and being proud for doing so, encourages women to focus on a different kind of hotness. A powerful message indeed.

The use of no models gives the campaign credibility. It's easy to put a conventionally beautiful Cheryl Fernandas Versini telling us we're 'worth it' on a Loreal advert, to celebrate natural beauty, but it seems shallow. Instead using real women and making a real point seems more worthy. This new and upcoming trend for using ordinary women and tackling deep rooted societal issues is enough to spark a sharing spree for this campaign and any others like it. And this can be achieved through new and digital media. YouTube, Twitter, Facebook and many other social media sites enable interaction, sharing and commenting on the campaign, effectively launching a potential unlimited audience. 

So all the ingredients to kickstart the success of this campaign are detected. A powerful point, real life women, tackling a widespread issue, and a sharing experience new and digital media allows. Now it's just up to people seeing it, believing it and wanting to share it. 

Internet luring away youth audiences from X Factor

Article Link: Internet the cause of plummeting X Factor ratings
Article Headline:

The X Factor's slow death at the hands of the internet

Dermot O'Leary congratulating X Factor 2014 winner Ben Haenow,
alongside runner up Fleur and mentor Simon Cowell.

This article refers to how the '10 year low' in X Factor ratings may be due to the internet luring away the youth audience. 

This years X Factor final had a rating of 9.1 million viewers, early half of the viewer-ship for 2010's final, which has 17.2 million tuning in. 

The reality programme was competing with BBC Sports Personality of the Year and Strictly Come Dancing, which lured 9.6 million viewers. Even still, there must be something causing 8 million viewers to switch over. Or, in fact, switch off altogether? 

What the article tells us:

• X Factor is 'suffering from a general trend for young audiences to be lured away from conventional media by the web', especially amongst under 25's. 
• 'Laptops, tablets, smartphones and social networks are having “a drain on the main linear audiences”, but acknowledged that “the main linear audiences are still huge for these shows'. So, other technology items are drawing attention of young people away from the TV, although dedicated viewers still tune in. Even though figures are dropping, interest is still huge, especially for The X Factor. 
• 'Simon Cowell has pledged to change the show’s format next year, after his return to the judging panel failed to turn around the decline in ratings.' This suggests even Mr S.C himself has noted that things need to change to keep tight reign over viewers.
• Ofcom, also reported that, 'Less than half now think that the TV is their most important source for relaxing or entertainment.' This indicates changing leisure habits in terms of technology, TV's are out and smartphones and tablets are in. 

What I think:

I agree that the internet is luring away viewers of the X Factor and others shows like it. The internet is not only a huge distraction, but an unlimited form of communication and entertainment. People tend to spend more time talking about the shows instead of watching them. Announcing our opinions on Twitter, Facebook etc, has become all about the 'viewing experience'. People want to express their views, find those who share the same ones as them, and debate with those who don't. So, maybe people are watching these shows still, but they feel the need to be active whilst doing so.

Alternatively, maybe some are quitting with these shows altogether, especially with shows like the X Factor. People are fed up with ironic miming celebrity guests, speculations of a 'fixed' winner, sob-stories, unnecessary awful singers, a show that ignores talent and focuses on the judges and other controversies. It's time for a change. The internet welcomes young audiences as a result. It can offer a communicative, sharing, interactive, learning, relaxing and watching experience all-in-one. The TV seems outdated to many young people. Even if they do still want to follow reality shows there's always IPlayer, or YouTube where they can watch all the performance instead of unnecessary build up and judges reactions. This is especially true of all time conscious society. 

Overall, I think people have just outgrown shows like X Factor. It's run its course and those who have grown up watching it in their living room with the family want something different. After all, there are an unlimited number of other reality shows to choose from with vote offs, on screen bitchiness, off screen bitchiness and much more. So even if it is the end of the X Factor thanks to the internet, maybe that's not such a bad thing. 

Bye Bye Reading Post, the first in farewells of local print newspapers?

Link to article: Reading Post Says Farewell
Article Headline:

Reading Post bids a print farewell and welcomes an online future

The Last Edition of the Reading Post 

This article outlines the brief history of The Reading Post, its success over the years and the causes of its decline. It explains why the newspaper's '49 year history' has come to an end, as a result of seeking a new online-only future.

What the article tells us:

• Launched as the Evening Post on 14th September 1965, the Post was then regarded as, "the most technologically advanced paper in the country". This discloses why the end of Reading's local newspaper would feature on a national website; because the newspaper was a leader in the terms of technology in the newspaper world. 

• Trinity Mirror says, to continue the Post’s legacy of being at the forefront of innovation by focusing on a digital-only approach, it will concentrate being online. This draws attention to an online presence being detrimental for newspapers to survive. However, by focusing online, print issues are deprived, leading to their demise. 
• Ed Walker (who has been appointed as publisher of getreading.co.uk) argues: 

“The average adult in the UK who owns a smartphone (such as an iPhone) unlocks their phone more than 100 times a day, and by early 2015 the percentage of adults with a smartphone is set to pass 80%.

Look under the Christmas tree this year and you’ll find another explosion of iPads, Kindles and various other tablets waiting to be unwrapped.

We have to ensure getreading is one of those key places people turn to when unlocking their phone, be it for a quick catch-up on the latest news or an in-depth read on the issues affecting our town.”

• Ed Walker's view suggests that they believe the demise of the Reading Post opens more opportunities to focus on their online news and attracting people to their site.

What I think

I think the Print versus Online conundrum is a major battle for newspapers. Undeniably, more people turn to the internet to seek news stories and headlines, because it's cheaper, easier, more available and more immediate. Newspapers sacrificing their print issues makes sense economically; what's the point selling a newspaper people aren't reading? After all, nothing lasts forever.

However, my concern is how will GetReading attract its audience, when they are competing with National and International news sites like The Guardian, MailOnline, BBC etc. Obviously they competed with national newspapers as print as well, but, how will they sustain the audience, now the newspaper has gone online. What will make them different?

And then there's the wider issue of course. Does the death of local newspapers mean the future of more local and even national print newspapers is on the horizon? If so, is there anything that can be done with the power of the internet maintaining its success? And even more so, does anyone actually care that the print newspaper's future is looking more and more of a negative one?