Session 1 - ACI PDF

Module #1 Session 1 Session 1 Audience measurement & objectives Module #1 Session 1 The teacher Introducing myself Rafael Herrera TV Content...

Module #1 Session 1 Session 1 Audience measurement & objectives Module #1 Session 1 The teacher Introducing myself Rafael Herrera TV Content Acquisitions More than 19 years Managing of experience acquisitions for several channels with different target audiences Programming Research Expert in innovation and Data lover development of new audiovisual strategies Module #1 Session 1 Audience and Measurement Objectives Introduction to the subject and “audience” definition. The definition of audience: What do we mean by audience?, Why should audiences be measured?... Evaluation Class Dynamics Methodology Feedback Module #1 Session 1 IE Students Introducing yourself Module #1 Session 1 Course Structure 6 modules to complete the course Introduction to 1 audience & Social Media consumer insight – Exam Module 1 Audiences and metrics 4 (10%) TV Audiences 2 and metrics Group project and Final Exam 5 Modules 2-5 3 OTT Audiences and metrics (20%) Module #1 Session 1 Evaluation Criteria Methodology, participation and grading 20% 20% 30% 30% Individual Participation Teamwork 2 Intermediate Exercises & & Practice tests (Test 1-10%, Test 2-20%) Readings Discussions Module #2-3-4 Calendar Session 13&14 Practices with LinkTV and Teleformat Practices & Group Work Session 21 Practices with Barometer OTT Session 23 Group Work Session 27 Group Work Session 28 & 29 Group projects final presentations Module #2-3-4 Practices Tools developed by Module #2-3-4 Group Project Develop a series project or audiovisual program for a media outlet (television or streaming platform) Story telling Introduction and description of the project Context References Research analysis Module #2- 3-4 Group Project Think and present the idea of ​an audiovisual project to present to a media outlet based on audiovisual references and audience research Data Sheet Research Investigate about the target audience of the TV show/series Sinopsis Potential broadcaster Analyze broadcasters audiences and propose potential buyers of your series Related formats Programming & Marketing strategy Propose a programming strategy and marketing promotion for this show based on the target audience, the broadcaster and type of show, etc. Module #2-3-4 Group Project KPIs for the group presentation Story telling Data inputs It´s very important the discourse of the The more you support your idea presentation. The order it´s important to with data and insights, the better. tell your story and sell the product. Translate your findings into a story, connect with people and tell the story! Evaluation Depth of content, critical thinking, originality and how each group applies the theoretical models and Visualization tools tools learned during the course to Use visualization tools to present your a research. proposal: customer persona, customer journey, empathy maps, positioning maps. Module #2-3-4 Group Project Strategy Visualization tools Proposals The story telling Translation Interpretation Analysis Module #2-3-4 Group Project Customer persona* (CUSTOMER) PERSONA*: Semi-fictional representation of your ideal customer profile (AUDIENCE), based on data, studies conducted with real customers. Powerful tool for aligning teams on strategy. What is your name? It provides context, structure How old are you? and empathy with the people Who do you live with? we want to address. Do you work/study? What are your hobbies? https://www.hubspot.es/make-my-persona https://uxpressia.com What do you like?... https://thispersondoesnotexist.com/ https://www.lapa.ninja/blog/free-illustrations-library-for-your-project/ *Also: Persona, Buyer Persona, Customer Persona, User Persona, Archetype Module #2-3-4 Group Project Customer persona* Lives in Seville. Married with two children. He has a 7-year-old son and a 4-year-old son. He doesn't have much time, and having children at home, watching TV on the new smart TV is a great plan. He loves technology and enjoys the latest advances and innovations.Now, he only pays for Netflix, where he watches a series or movie on weekends, as well as news programs, series and competitions on DTT channels.He has just switched to MásMóvil, basically because of the price of fiber. He was a Telefónica customer and had TV (without soccer, because it was very expensive) and has not yet signed up for the TV offered by the operator. He is not sure. He has been told that an installer has to go to his house and that puts them off (they do not want one more device, and it seems a nuisance to them that they have to wait for someone to go...) Although the offer is very cheap. Module #2-3-4 Group Project Empathy map EMPATHY MAP: Empathy mapping can be done for each Persona An empathy map is a simple, easy-to-digest visual that captures knowledge about a user’s behaviors and attitudes, based on a research (only when we take the time to better understand them, we can empathize) Updated Empathy Map Canvas ©2017 David Grey Photo credit: David Gray, Gamestorming, Empathy Map Canvas, http://gamestorming.com/wp- content/uploads/2017/07/Empathy-Map-006-PNG.png Module #2-3-4 Group Project Empathy map "I have Netflix because everybody else has it. "I'd like to be able to have a varied offer," "that brings together the best of each platform. "Sometimes I can't find anything and I go to the open, turn off the TV" (frustrating) "Want a more complete TV, where they can choose and easily find something to watch. Make it safe for kids (with good parental and age- appropriate child profiles. "I don't like my kids going on What do you see? Youtube to watch anything... "Want to search (by voice) and easily find what they want What do you hear? to watch. What do you think? Also, it would be very useful to be able to install games to What do you feel? use the TV as a console. A TV for everyone, easy to use, that can record, watch Pains/ Gains from the beginning, etc. "I want to receive recommendations based on what is most popular but also based on the time I have and what I feel like at that moment" (I don't like to watch anything). Module #2-3-4 Group Project Customer journey CUSTOMER JOURNEY MAP (CJM): Points of contact of the consumer/user* with the product/service and to analyze the needs and the degree of satisfaction in each phase of the process. *It is key to work on the specific audience profile we are analyzing Module #2-3-4 Group Project Competition map COMPETITION MAP: Analyzing the competition and looking for opportunities (gaps) Module #2-3-4 Group Project Important points Prioritize Remember The groups should present CONNECT WITH THE AUDIENCE, their papers in class to the TRANSLATE YOUR FINDINGS INTO rest of the class: 10-15” INSIGHTS AND CONVERT YOUR KNOWLEDGE IN A “STORY” THAT DESCRIBE YOUR PROPOSAL… Tips Go in depth and beyond, be disruptive. Deadline Empathize, try to find the root of the And send before the problem. presentations the document Try to find real insights and actionable (PPTX/PDF/GoogleDOC): proposals. submit them by 30th Be creative! You can use images (photos, November 2023 video, illustrations) + words Module #2-3-4 AI Uses of AI tools in this course AI models are powerful and, if used wisely, they can significantly enhance your understanding of certain subject matters while supporting for your learning journey. Learning to use AI responsibly and ethically is an important skill in today’s society. These are some applications of Generative AI that are allowed and encouraged to “augment” the learning journey: 1. Idea generation and refinement: Utilize AI to brainstorm and fine-tune ideas, formulate research questions, and even draft an outline to bring clarity to your thoughts. 2. Writing quality assessment: Leverage AI to assess the quality of your written work, including aspects such as grammar, rigor, style, and expression, thereby enhancing the overall coherence and effectiveness of your writing. 3. Simplified explanations: Generate simplified explanations of complex topics using AI, which can serve as valuable learning resources to support your comprehension of challenging concepts. 4. Personalized tutoring: Identify your learning needs, your weak points, and leverage AI to provide tools and exercises to acquire the knowledge you need to ace your next assignment. 5. Critical review of texts and images generated by AI tools: Stimulate critical thinking by AI generated content, supporting students in assessing the quality of the materials, identifying potential biases, verifying veracity of the information. 6. Creation and edition of audiovisual content: Produce storyboards, rough draft scripts for a video, or generate realistic and believable dialogues to take your project further, from exec summary to fully blown prototype and to ensure consistency with the tone and style of the project. 7. Development of characters: Generate buyer personas with descriptions of their appearance, personality, and backstory. Module #2-3-4 Academic Integrity When utilizing AI tools, it is essential to uphold academic integrity and acknowledge their usage appropriately. Plagiarism and cheating can occur if work or assessments are submitted as one’s own without acknowledging the use of AI. To maintain academic honesty, it is important to disclose and provide necessary information about AI usage in your assignments. Acknowledge AI as a tool: Recognize that AI is a tool, even if used solely for idea generation rather than producing usable text or illustrations. Submitting work created by someone or something else as if it were your own is considered plagiarism and cheating. Failure to acknowledge AI usage violates academic honesty policies. Full disclosure for generation of text, code, images, video, design: When utilizing AI-powered platforms or tools, ensure full disclosure by: o Identifying the specific AI-powered platform or tool used, such as ChatGPT, Bard, Midjourney, DALL-E, or Stable Diffusion, etc. o Providing the input parameters, prompts, or preferences used in the platform, including relevant sections of the entire exchange. o Explaining how AI tools were used (e.g., generating ideas, turns of phrase, text elements, arguments, evidence, conceptual maps, illustrations, etc.) o Describing why AI tools were used (e.g., saving time, overcoming writer’s block, stimulating thinking, managing stress, improving clarity, translating text, experimenting for fun, etc.). o Providing a flowchart with a chain of commands and prompts to evaluate your technical skill in creating assets with AI, if you have used AI extensively to create code, images, videos, or project components. o Clearly stating that the image(s) or video(s) were generated using AI with the referenced platform. o Spell-checking or refining the style and quality of text is acceptable as long as the input was generated by you. Module #1 Session 1 What is an audience? Introducing the concept Module #1 Session 1 What is an audience? Introducing the concept Module #1 Session 1 What is an audience? Introducing the concept Module #1 Session 1 “Audience” definition Many approaches Definition The assembled spectators or listeners* at an event such as a play/ film, concert/ TV program/ channel, platform (...) (Google) *viewers/ consumers/ users/ subscribers/ followers/ fans/ enthusiasts/ co-creators... Module #1 Session 1 “Audience” definition Many approaches Definition Traditionally One-way: Audience is the public* that interacts with a media, whether it is cinema, television, radio, etc. The different types of audiences depend on certain variables, both sociological and psychological, of the "participative" individual of that audience: age, sex, socioeconomic level, individual habits, schedules, hobbies, signs of identity, social role, etc. *Group of people with certain characteristics that define it Module #1 Session 1 “Audience” definition Many approaches Definition Today Two-way Audience is a group of people, with certain characteristics + interests + motivations, attitudes (...) that define it, who consume/use a product/service Audience is who you talk to as a medium or who talks to you, chooses you, consumes you, talks about you... Module #1 Session 1 “Audience” definition EVOLUTION FROM GLOBAL A D TO LOCAL (GLOCAL) COMPLEXITY / FROM QUANTITATIVE VARIETY B E TO QUALITATIVE SEGMENTATION / FROM PASSIVITY TO NICHES C F ACTIVITY FROM PRODUCTS TO G SERVICE (UX) Module #1 Session 1 Audience measurement Why measure it? Audience Measurement Today Have you ever wondered why your favourite TV show was cancelled? Have you ever wondered why a specific movie does not have a sequel? Concept: performance metrics. However, audience measurement is not just useful for deciding the fate of content programming based on its performance with an audience. Instead, it is important at the planning, transaction, and evaluation stages for both media owners and advertisers. Module #1 Session 1 Audience measurement Why measure it? What can’t be measured can’t be managed. What is my audience share, who am I competing with, what is my core audience, how much can I grow it? Accountability Measurement We need to understand (deeply) audiences: Knowledge What is my audience like? What do they like? How can I connect with them? What is the impact of context? Module #1 Session 1 Audience measurement Traditional TV advertising model based on the buying and selling of advertising space to achieve large coverage. 01 Cost Savings 02 Increase Revenue 03 Competitive Advantage Module #1 Session 1 Audience measurement Why measure it? From RATING To UNDERSTANDING Audience Audiences TV Video Traditional Digital Platforms Broadcasters (OTTs) Media´s centric User´s centric Official/ Shared data Own/ hidden data One Media and One Multi screens and Screen cross-media Established & Proven A new approach System Time/ Attention / Ratings/ share Engagement/ Loyalty (volume) Census data / Big Samples data Multi-sources Single-Source Home Out-of-home Module #1 Session 1 Audience measurement The elephant in the room: Advertisers are demanding an holistic measurement and all-in, but... From… To… Traditional TV New and complex Advertiser - models supported media Who pays for the party? Module #1 Session 1 Audience measurement 2020 was a key year for the Film & TV industry worldwide New The battle for streaming the services subscribers Media mergers High audience demand Disney+FOX, Viacom+CBS, Boosted by the Global Warner+Discovery… pandemic https://www.visualcapitalist.com/trends-in-film-and-tv/ Module #1 Session 1 Audience measurement Why measure it? High production budgets Releases: in Theaters or in Platforms TV + Video Games, podcasts… In this competitive environment, streaming Disney revolutionizes the movie "Every generation plays games more services have invested large amounts of industry by releasing movies on its than the one that preceded it. money in recent years to create high-quality, high-budget shows to attract new and loyal platform, to gain subscribers and Generation Y games more than X, Z customers. In contrast, Netflix wants to release more than Y, and A more than Z. more movies in theaters for greater Everyone born today is a gamer, The series based on the Lord of the Rings cultural impact. which means there are 140MM new novels is set to become the biggest gamers every year” and Netflix is budgeted television production ever: Amazon Prime Video will spend $465 for the moving in that direction first season alone! https://variety.com/2021/tv/news/disney-plus-subscribers-black-widow-theatrical- https://www.hollywoodreporter.com/tv/tv-news/amazons-lord-of-the-rings- https://variety.com/2021/digital/news/netflix-stranger-things-games-test- 1235051182/ cost-465-million-one-season-4167791/ 1235050191/ https://variety.com/2021/tv/news/disney-plus-subscribers-black-widow-theatrical- 1235051182/ Module #1 Session 1 Audience measurement BIBLIOGRAPHY Balnaves, M.; O'Regan, T.; Goldsmith, B. Rating the Audience: The Business of Media; Bloomsbury Academic: London, 2011. https://ie.on.worldcat.org/oclc/779696131 Session 1: Chapter 9 Module #1 Session 1 Thanks