Unit 10


Audience analyses (Unit 10 1.1, 1.2)

This week I did some audience analyse by looking at four different articles about it.

The articles have shown the audiences for crowdfunding, videogames and online video, here is what I learnt. Crowdfunding audiences seem to have more male than female, with indiegogo having 58% male and 42% female, and Kickstarter having 70% male and 30% female. The ages as well seem to be more young adults, also age almost always plays a large role with the audience when it comes to crowdfunding and everything else; the statistics show that most of the people that view crowdfunding seem to use mobile devices a lot less, however some still hold a large portion of the viewers on mobile which means they have to make sure their content is compatible on all screens.

Videogame audience for the UK make up 40% of population between the ages 6 to 64, consoles and PCs are the platforms most gamers play on, coming 3rd is smartphones, then tablets and then handhelds. 58% of UK gamers are male, 42% females and “There are 36.4m players in the UK, which is 57% of the total population”, which shows that more than half of the population in UK play video games.

For online video audiences, I learnt that mobile video have a big influence on what we buy, some YouTubers have a bigger influence over audiences than most celebrities, YouTube channel are growing a lot more quickly than they use to. All this means that YouTube and other online videos have become more influential to the audience over the years, meaning that commercials are having a better effect, along with also having YouTubers sponsor specific companies.

What surprised when reading through the articles was in the crowdfunding article, that 70% of Kickstarter audience are male. I wasn’t expecting there to be such a huge gape between the percentage of male and female since Kickstarter is not specific to a certain gender but is for all to use. What confused me more is the fact that Indiegogo had the sort of statistics that I was expecting, so now it has to be something with Kickstarter than the whole premise of crowdfunding.

All together these articles show that more and more of the audience are going to digital media, along with that companies that run programs and websites will have to put more work into multiple platforms such as smartphones as the audience now have easier access to these platforms over the years. Adverts and sponsorships now hold more influence over the audience and are now crossing over multiple platforms, they are also discovering new ways to advertise such as the new feature on YouTube called sponsor cards, which are on PC, smartphones and tablets.

Using the knowledge I have gained from these articles I can apply them to my character ideas. For example the character would be aged around young adult, 21 to 25; this is because the audience age I’m aiming around are older teenagers and young adults, this allows to relate to the character somewhat, whilst also judge him for his actions. The age of the audience also allows me to create the character to be more stereotypical to beach boy, meaning I can have the character skateboard, drink, smoke and have the character use foul language. Since there are more male gamers than female gamers, I would make the character male so the male audience could relate to him but I would also have to consider the female audience as they also make up big part of the audience. To appeal to the female crowd, I would also have to maybe include a female character or have the male character have something tied into the female community.

I can apply this knowledge also to the video, such as scripting the video; since it is aimed at older teenagers and young adults, I can use foul language in the script and swear in the storyboarding however I will have to be careful about controlling it and I can include references from 80s and have the character be more stereotypical as the audience is old enough to understand.  I can also include drugs in the video since it is again the audience is aimed at older teenagers and young adults.

The information from the articles show that Kickstarter is not a viable platform of the video, this is because of the statistics of audience that view Kickstarter on mobile are very low which means less viewers. Along with that the audience’s male to female percentage is very off balanced. However YouTube is a more viable platform as more than half of its viewers use mobile devices and it’s percentage of female viewers are higher than Kickstarter, allowing more of a diversity in the audience.

Harvard Reference:

Crowdfunding demographics: Understand Kickstarter and Indiegogo backers (2014) Available at: http://artofthekickstart.com/crowdfunding-demographics-understand-kickstarter-and-indiegogo-backers/ (Accessed: 3 November 2016).

The games industry in numbers (2016) Available at: http://ukie.org.uk/research#Who%20plays (Accessed: 4 November 2016).

O’Neil-Hart, C. and Blumenstein, H. (2016) How online video influences your audience. Available at: https://www.thinkwithgoogle.com/infographics/online-video-youtube-influence.html (Accessed: 4 November 2016).

Grady, R., Dhiraj, A.B., columnists, F., Dowling, S., McBride, K., Rana, D., Johnson, Z., Wesley, D., Canter, A., Alton, L., Fowler, J. and Bessarabova, E. (2015) How does your target audience watch online video content? » CEOWORLD magazine. Available at: http://ceoworld.biz/2015/10/01/how-does-your-target-audience-watch-online-video-content/ (Accessed: 4 November 2016).

Donchev, D. (2016) Youtube statistics – 2016. Available at: http://fortunelords.com/youtube-statistics/ (Accessed: 4 November 2016).


Target Audience for my character (unit 10 1.1,1.2)

Who are my target audience for my character

My target audience age are between young teens, roughly between 16 to 17 and young adults from 18 to 25. This is because of many things, first being the censorship of the game since it will contain drugs, violence and swearwords; the other reason is that the characters along with the character the promotional video is based on are around the age of 20 to 25. This would connect more with audiences around that age or about get to that age. The target audiences gender will male, this is because a higher majority of males play video games, however it comes very close to making it not even matter; another reason is being that the character the promotional video is based is a male, which means the male group will connect more with the character.

The target audience location are people that live in America next to beaches along with people that live in urban places. This is because the game, along with the promotional video are based in Venice Beach, this would also appeal to people who like the beach side and the cities next to them. The intrestes the target audience would have are skateboarding, comedy, funny stereotypes, beat’em-up genre and the 80s. This is because the game’s genre is a beat’em-up baised on the 80s, this would make the target audience have to be interested in those.

What elements of your character connects with your T.A.

The interests of the character help connect with the target audience, such as his love for skateboarding and the beach, this connects well with the target audience as sharing interests also know to create bonds which will also make the character more likeable. The characters personality also connects with the audience as he fits stereotype of people that get high which is being mellow and being very calm in tense situations.

Platforming my character

My character does exclude some of the audience as not everyone lives next the beach, nor love or like the beach. However there are a lot of beach side cities like Venice Beach, so it does to connect to a high majority.


From this I have learnt more about my target audience and how it relates to the character, such as how the characters interests effect the audience, either making them connect more or become more disconnect. This will allow me to apply this knowledge to my character, that way I can make him more appealing to a wider audience. I can improve this work by doing research into how many cities are next to the beach compared to the cities that are main land, however I currently do not have time.


Kevin Kelly’s article from Wired: “Remix, rewind, reinvent: predicting the future of media” Discussion

This week we had a discussion on the article Kevin Kelly wrote called “Remix, rewind, reinvent: predicting the future of media”. This would help us have more understanding in how media is remixed, along with how technology has effect media and the methods of creating media, etc. This will be a write up of the discussion.

We first started the discussion with what our general thoughts were on the article; we agreed with the article that a lot of new things come from something else like a lot of new media is made from remixing old media to create new media, and new technology is made by combining two primitive technologies.  We also acknowledged an interesting point at the end of the article that the way we consume media has changed through technology such the ability to rewind and scrub through video, and then media changing too with how we consume it.

We then looked at one quotes that Kevin Kelly made in the article, “a period of productive remixing”, and discussed what has enabled it. From this we learnt that what enabled it was that the tools we use for production of media have become less elitist, expensive and are more simplified, this makes it more consumer friendly meaning that more of the public will buy it and use it. Along with that they have become more readily available such as phones being able to record video and take pictures; this allows anyone with a phone to become a content creator, causing the asymmetry in media production to become upset (which means how hard it is to produce something vs consuming it).

Next we discussed what traditionally been the obstacles to people producing creative content. We learnt from the discussion that one of the main obstacles all traditional media had to face was gate keepers, this is because gate keepers have most control over the flow of content which is a big deal as if you didn’t work for them or have a deal with them it would become a lot harder to distribute and a lot of the time, content creators didn’t have sufficient funds to distribute. Another obstacle we learnt was having access to equipment and technology, along with also learning how to use it properly and techniques and methods you can use to get what you want. This is difficult for a lot of content creators back then as it would based on whether you had the funds to acquire the equipment and technology, along with also having he right connection to get access to it in the first place. Learning about the equipment and technology was also difficult as a lot of new technologies were being created at the time and not a lot of information was given about how they work, only what you can do with them; it also came to hiring the right people with the skills and knowledge to use them. The last obstacle we explored was about technology, mostly using the camera as the example; the camera used to big and very heavy, this made shooting a lot harder and limited them on what they could do, this can be said about a lot of technology back then, they were very limited on what they could do. Along with that, cameras ran on film which was very expensive and the creators would not know what the film had on it until the next day; this shows that along with the technology, a lot of the components were also flawed in some way which caused more time to be wasted and more money to be spent.

The next discussion focussed around key differences between traditional media content and this new content. From the discussion we learnt that one of the differences are that new content is more flexible than traditional media content, an example of this is with video, we are able to replay and scrub through the video, along with also being able to pause it and change the speed it plays at. Another difference to both medias is that because of the scale of production in new media content, this has allowed more variety in content, such as new genres being created, new concepts, etc. This is because of people breaking rules in content creating, people trying new things and combining things in new ways to create new things. We also learnt another difference was that it has become a lot easier to converge different media to make one media, allowing more creative flow, this can be seen with news articles on websites, allowing for easier distribution. The last difference we learnt from the discussion is technology, for new content we have new easier ways to record stuff, like the go pro which can be mounted on helmets and are used for things such as extreme sports. It has revolutionised content with shear size.

After that we then began to discuss how has technology enabled changes in production methods for both professional and amateur content creators. The first change we learnt from the discussion  is that it has become easier to capture/create something and distribute it, this is because technology has converged to allow us more easier ways of creating content and new platforms have appeared that allow anyone to distribute their content. An example of this is recording a video on a phone, then publishing it on Vine or YouTube. Another method change we learnt was that content now has become more dense as we now have the ability to rewind, pause and playback, this allows the audience to look more carefully through video, so to give video and film more playback appeal the creators make the their content more dense. The last change we learnt from the discussion is that the work flow has become a lot smoother and easier, along with also not being as time consuming.

We next discussed about how the way we consume media has been affected by technology and how this in turn affected production of media content. The first thing we learnt from the discussion was that digital media has made access to media a lot easier, such as with Netflix, amazon prime, etc. This allows the consumer to have more control on what they watch and when they want to watch, it is no longer a fixed point where you have to watch a episode or film at a specific time or you’ll miss it. This in turn allows more work to be put in on content as they can decide to have more time to work on their content and also adjust so that the consumer can watch it all together. Another thing the content creators have to look into is what platform they should publish on, this is because some platforms are more popular than others or that their content could be effected by what platform it publishes it on because of it features. Another thing we learnt from the discussion which we also covered early on is that with the new ability of rewinding and scrubbing through video, this has made media content a lot more denser, that way the content has replay value.

The last thing we discussed  was what are the key legal and ethical issues raised by Kevin Kelly in his article. What we learnt from the discussion was the remix culture, taking copyrighted material and reinventing it into something new, this then raises some tricky stuff with copyright law as it has not fully catch up with modern media. An issue that was raised was how copyright law works in this era, that remixes and cuts effect the financial profit of the original content creator; there needs to be a point of when content is not transformed another to be classed as new and when the content is not transformed enough that it counts as copyright.


From this I have learnt more about what Kevin Kelly was talking about in the article such as what he meant by period of productive remixing, what is different with traditional media and new media, etc. I can apply this to my project by using the knowledge I have learnt and applying it to future blogs related to the knowledge and applying it to the projects production process, like making the video more denser so that the video has playback value.


Digital Video Case Studies

For this task I had to create a video case study for three videos answering specific questions about them, each video had to be interactive some how and only two of them can be on the same platform. I presented each video in video with be voicing over it explaining and answering the questions.


  1. What is the purpose, formal and/or genre of the digital video content?
  2. Who is the target audience?
  3. What is the delivery platform?
  4. Why do you think this platform was chosen? Why is it appropriate for the purpose, formal, genre, content and audience?
  5. What effects and/or influence do you think the platform had on the production and consumption of the content?

These questions will help me have a better understanding of characteristics, context and audience for digital video in interactive media. The three videos I picked was “The Exorcist 360 experience”, “Allianzgi interactive video recruitment and onboarding” and “The Chase- interactive video”.


Script written up

The Exorcist 360 experience:

The exorcist 360 experience is a promotional video for the new film exorcist. Its purpose is to entice fear and horror to the viewer using an interactive element, this being the 360 view, this allows the viewer to control the view of the video and is compatible with PC, smart phones, tablets and simple VR.

The video uses dark lighting to fit its horror aspect and it looks to be set in a attic which are know to be stereotypically scary as it is usually untouched and dark becoming more unknown to us. The video is edited with lots of cuts, this is because it allows the video to implement jumps and also have more control over particle scenes, such as when they speed the video up to make the girl seem more unnatural. They also use some particle special effects in the video, this is when the light bulb is swinging back and forth, this makes the swinging of the bulb seem more real, whereas if they used CG it would lose that natural effect.
The platform the video is published on is YouTube, this is because it is compatible with 360 videos and can be run on nearly all devices. Along with that YouTube is also a well know platform which means that more people will view the video if published on YouTube than most publishers.
The platform influences the way the video is shot and its interactive feature, this is because the video was shot with a 360 camera which can be interacted by the viewer. However if the video became like traditional media, then the viewer would lose that interactivity and the video would have to be shot differently.
Allianzgi Interactive video recruitment and onboarding:
The video is a interactive recruitment video for Allianz, its purpose is to persuade the viewer to be an employee by showing how the company works and how they will introduce you to the work they want you to do.
The video is shot in a first person, this allows the audience to feel more like they are there and also makes the first person camera a character in which you see through. They shoot each scene with one shot, the only time when there are cuts in the video is when the first person camera is taking a tour around the building, only cutting when walking through long corridors and such. This allows the video to flow more easily, be a lot shorter and stops any parts of the video seem pointless.
The lighting in the video is very bright, this combined with the indie music, makes the video’s mood more calm. This done so that the new employee does not feel stressed, and makes the work place look very light and nice.
This recruitment video’s platform is on Rapt Media, this has allowed them to implement interactive buttons onto there video, allowing the audience to have a choice in what direction the video will go. An example of this is at the beginning where the audience can decide to have an introduction to the job or get right into the job.
The platform influence the way the video is produced, it is made so that the viewer has multiple videos for each option the viewer takes, if this was traditional media then the video would be very linear, only taking one path. This would change the video completely, it would have to be rescript as the viewer would no longer have any input towards the video.
The Chase- Interactive Video:
The video is a project on creating an interactive video.  The video is shot in first person, this allows the audience to feel more part of the video which makes the choices hold more weight. They shoot with one shot, this allows the video to be more fluid, the only times the video is cut is when the view is given the options of what direction the character should take.
The way they made the video interactive is by using the annotation features to make the video jump to a specific time to the video. If they made the right choice it will jump to the scene of the character running then come up with the next choice. However if the view made the wrong choice it would play out the direction the viewer choose, then shows the character getting caught, the video then rewinds and plays the correct choice which is where the video jumps to if you picked correctly.
The platform they choose was YouTube, this is because the platform allows for annotations which features such as jumping to specific times on videos. This allows the creator to set up the video so that they don’t have to link to other videos but jump to a point in the video, saving less hassle to the viewer.
The platform influences the way the video is layered out. If this was traditional media then the video would show every path and the ability to choose what path would be taken away from the viewer. The video wouldn’t have to be reshot but would have to cut out the parts of the video which the character gets caught in.
From this task, I have learnt a lot about what effects and influences a video, from its target audience to the platform it is on. This has also allowed me to learn how to look into a video more carefully; I can apply what I have learnt from this task to my project by using it to see what I should change for the video to improve it by taking into accountant what platform it is on and how I can use that, what genre it is and how I can use that, etc.






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