Media Series - TV
Marketing


Media industries - Page 4-16
EDUQUAS

Analyse the trailers, clips and other marketing materials. Summarise the marketed tactics used to promote Humans. Click on the images.


Suggestions
  • Sold on genre with a twist – focus on trailer. Sci fi but family drama, with some action in Leo sequences. Sold on narrative enigma and “what ifs?”- trailers and posters are driven by hermeneutics
  • Sold on novelty – “water-cooler” effect of “guerrilla” marketing techniques and social media buzz
  • Sold on stars – William Hurt taps into US/global market, as does Carrie-Ann Moss in Series 2; Colin Morgan (‘Merlin’) , Will Tudor (‘Game of Thrones’) attract the fantasy audience.
  • Gemma Chan – single image – appeals aesthetically to audience – she becomes the spectacle - male gaze?
  • Sold as hyperreality, reflecting ideological context (taps into society’s fears about AI)
  • Sold as a quality drama from aMC and C4 – mark of trust –Sold worldwide (adaptation from “Real Humans”, global reach)
  • Coverage in magazines and television - front pages of TV listings guides.
  • Comic Con – “event” Some merchandising (key rings, T-shirts for Persona Synthetics available) Fanboy/fangirl audience
  • Created series “brand” becomes iconic
  • These elements target different audiences

Media Series - TV
Marketing


Media industries - pages 4-16
EDUQUAS

Looking at everything you have done in this section, explain the ways in which “Humans” illustrates Hesmondhalgh’s points? Develop your points with examples.


Hints: Hesmondhalgh argues that whilst the traditional arts industries (e.g. theatre, ballet, opera) have been subsidised because they are “legitimized” culture, media industries are equally high risk but have no subsidy “cushion”.

Some of the risks are:

  • No guarantee of profitability
  • Expensive production costs
  • Cheap reproduction
  • Big hits are disproportionately profitable
  • Digitised content enables piracy
  • Media producers must therefore attempt to minimize risks to maximise profit.
  • Vertical and horizontal integration
  • Cross-media conglomeration and convergence
  • Developing a repertoire of tried and tested stars, genres, adaptations, franchises – “formatting” their own cultural products
  • Controlling release schedule/copyrights to create artificial scarcity
  • Control of circulation through distribution/marketing, including the internet
Suggestions
  • Co-production minimizes financial risk. aMC guarantees US market
  • Produced by major global media institution/vertically integrated company (Kudos part of Endemol Shine part of 21st Century Fox/Apollo) with cross-media interests e.g. film/TV
  • Tried and tested genre (sci-fi) with a family drama twist (Steve Neale’s “difference” which maintains audiences)
  • Adaptation of an existing series (“Real Humans”) – track record of success
  • Use of stars e.g. William Hurt with separate fan bases
  • Becoming franchise (second series) – companies formatting their own cultural products
  • Control of schedules – staggered UK/US release dates
  • High-profile, innovative marketing campaign including integrated use of internet and social media.
  • Use of testimonial – “quality” marks of C4 and aMC

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