TV audiences

Mainstream media product- something that reaches a larger audience, culture and groups: Adverts above the line, digital billboards

Niche media products- Targets a smaller audience specialised in catering to niche needs, appealing to a small minority: Below-the-line advertising

Narrowcasting- very very specific channels for specific audiences.

Chris Anderson: The Long Tail Theory- published in 2004, published in 2009.

Concerns mass vs niche products/ audience.

The theory is Long Tail is where a business strategy from a company obtains profits from selling low volumes of niche products to many consumers rather than large volumes to not many consumers.

The term was first coined in 2004 by Chris Anderson, who argued that products in low demand or with low sales volume can collectively make up market share that rivals or exceeds the relatively few current bestsellers and blockbusters but only if the store or distribution channel is large enough.

Long Tail study for music in 2010 being sold- 80% didn't sell CD versions.

Traditional mass products are being replaced by niche digital products. A greater variety of niche products generates more profits and income for companies.

Marketing used to be one size fits all- blockbusters however there is more niche variety, and the Long Tail theory exposes that they are on the market to the audience.

Shops have limited shelf space but online shops can stock as much as they want/ anything they want. Physical shops are more likely to have blockbusters/ mass audience reach products.

How the Long Tail can be more valuable- When you offer the audience a choice, the true height of demand is revealed and it turns out to be less about the popular products and more about the niche ones. Products at the head of the tail were more accessible to an audience, but as technology has enhanced, more niche products become more accessible to the audience.

BARB data- Broadcasters audience reach board, collates all the viewing figures  for all major UK broadbands.

Mainstream media product- something that reaches a larger audience, culture and groups: Adverts above the line, digital billboards

Niche media products- Targets a smaller audience specialised in catering to niche needs, appealing to a small minority: Below-the-line advertising

Narrowcasting- very very specific channels for specific audiences.

Chris Anderson: The Long Tail Theory- published in 2004, published in 2009.

Concerns mass vs niche products/ audience.

The theory is Long Tail is where a business strategy from a company obtains profits from selling low volumes of niche products to many consumers rather than large volumes to not many consumers.

The term was first coined in 2004 by Chris Anderson, who argued that products in low demand or with low sales volume can collectively make up market share that rivals or exceeds the relatively few current bestsellers and blockbusters but only if the store or distribution channel is large enough.

Long Tail study for music in 2010 being sold- 80% didn't sell CD versions.

Traditional mass products are being replaced by niche digital products. A greater variety of niche products generates more profits and income for companies.

Marketing used to be one size fits all- blockbusters however there is more niche variety, and the Long Tail theory exposes that they are on the market to the audience.

Shops have limited shelf space but online shops can stock as much as they want/ anything they want. Physical shops are more likely to have blockbusters/ mass audience reach products.

How the Long Tail can be more valuable- When you offer the audience a choice, the true height of demand is revealed and it turns out to be less about the popular products and more about the niche ones. Products at the head of the tail were more accessible to an audience, but as technology has enhanced, more niche products become more accessible to the audience.

BARB data- Broadcasters audience reach board, collates all the viewing figures  for all major UK broadbands.