Creating the Viewer: Market Research and the Evolving Media Ecosystem
A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry. The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies' studi...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Austin
University of Texas Press
[2024]
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| Schlagworte: | |
| Online-Zugang: | DE-Po75 URL des Erstveröffentlichers |
| Zusammenfassung: | A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry. The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies' studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show "ideation," providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities |
| Beschreibung: | Description based on online resource; title from PDF title page (publisher's Web site, viewed 26. Apr 2024) |
| Beschreibung: | 1 Online-Ressource (313 Seiten) 17 b&w photos |
| ISBN: | 9781477329078 |
| DOI: | 10.7560/316511 |
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| spelling | Wyatt, Justin 1963- Verfasser (DE-588)1179140796 aut Creating the Viewer Market Research and the Evolving Media Ecosystem Justin Wyatt Austin University of Texas Press [2024] © 2024 1 Online-Ressource (313 Seiten) 17 b&w photos txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from PDF title page (publisher's Web site, viewed 26. Apr 2024) A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry. The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies' studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show "ideation," providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities In English PERFORMING ARTS / General bisacsh Television broadcasting Marketing Television production companies Marketing Television programs Marketing Case studies Television programs Marketing Television viewers Research Methodology Television viewers Research https://doi.org/10.7560/316511 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Wyatt, Justin 1963- Creating the Viewer Market Research and the Evolving Media Ecosystem PERFORMING ARTS / General bisacsh Television broadcasting Marketing Television production companies Marketing Television programs Marketing Case studies Television programs Marketing Television viewers Research Methodology Television viewers Research |
| title | Creating the Viewer Market Research and the Evolving Media Ecosystem |
| title_auth | Creating the Viewer Market Research and the Evolving Media Ecosystem |
| title_exact_search | Creating the Viewer Market Research and the Evolving Media Ecosystem |
| title_full | Creating the Viewer Market Research and the Evolving Media Ecosystem Justin Wyatt |
| title_fullStr | Creating the Viewer Market Research and the Evolving Media Ecosystem Justin Wyatt |
| title_full_unstemmed | Creating the Viewer Market Research and the Evolving Media Ecosystem Justin Wyatt |
| title_short | Creating the Viewer |
| title_sort | creating the viewer market research and the evolving media ecosystem |
| title_sub | Market Research and the Evolving Media Ecosystem |
| topic | PERFORMING ARTS / General bisacsh Television broadcasting Marketing Television production companies Marketing Television programs Marketing Case studies Television programs Marketing Television viewers Research Methodology Television viewers Research |
| topic_facet | PERFORMING ARTS / General Television broadcasting Marketing Television production companies Marketing Television programs Marketing Case studies Television programs Marketing Television viewers Research Methodology Television viewers Research |
| url | https://doi.org/10.7560/316511 |
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