Choose a UK television channel, newspaper or magazine. Using Mediatel as your main data source, supplemented (if needed) with information gathered through other publicly available sources (e.g., company annual reports, trade journals, Ofcom research, Offi
Choose a UK television channel, newspaper or magazine. Using Mediatel as your main data source, supplemented (if needed) with information gathered through other publicly available sources (e.g., company annual reports, trade journals, Ofcom research, Office for National Statistics) answer as many of the following questions as the available data allow you (not necessarily in the given order):
1. Using recent data, how does the performance of your media outlet, as measured through audience/circulation data, compare with the rest of the product market (as you have defined it)? What percent share of the market does it hold?
2. Does the demographic profile (age, gender, social class) of your media outlet differ significantly from the rest of the market and/or from the UK population at large? Has it changed significantly over the years? If so, how can this be accounted for?
3. Does the performance data of your media outlet show significant seasonal variation? If so, how can this be accounted for?
4. How has your media outlet performed over the past 10 years (or over any other relevant medium to long-term time-period), and how is it likely to perform in the next 5 years? Explain past performance and the assumptions and techniques informing your forecast about future performance (e.g., consideration of change in technology, in the economy, consumer preferences). If relevant, consider also the performance of your media outlet’s online ‘off-spring’ (e.g. the online news website of a newspaper).
IMPORTANT: You must keep a record of the raw data that you have used in your report and be prepared to provide it on request.
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Below are links to online resources providing overviews of the UK media landscape or parts of it:
? https://ejc.net/media_landscapes/united-kingdom
? https://users.telenet.be/ukmedialandscape/
? Ofcom – Communications Market Reports annual publication, available at: https://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/
? P. Humphreys. “Media Freedom and Pluralism in the United Kingdom.” In Press Freedom in Europe, ed. Czepek, A; Hellwig, M; Nowak, E, 197-212. Bristol, UK; Chicago, USA: Intellect, 2009, available at: www.intellectbooks.co.uk/File:download,id…/9781841502434.197.pdf
? Zenith Optimedia (2012) UK Media Yearbook. 2012, available in the library (Shelf Reference: 070UK)
? https://www.radioacademy.org/knowledge-bank/uk-radio/
