Crysta
Castello
Professor
Smith
Television
Studies
September
23 2014
“The
Term labeled as ‘Microaudiences’”
For
as long as it has been created, television has been an ever-evolving media
structure. The control has shifted from the networks in the hands of the
audience. In the article titled, “TV’s new microaudiences are shaking up the
business”, Robert Lloyd reports on the rise of a new audience that has made
great shifts for the television industry. The microaudience is a small niche of viewers
that is a more tailored version of a target consumer. As Lloyd states, “The
days when half a nation [are] watching the same TV show at the same time are
gone.” Networks have expanded to a variety of channels, so that it gives
viewers a larger plethora of visual options.
The
theory of a post network era discusses this concept of microaudiences further
in detail. An excerpt from Amanda Lotz titled, “Understanding Television at the
Beginning of the Post-Network Era” explains how post network television is the
way for a “window into other worlds (43)”. The meaning behind a post network
television theory paints a picture of an international mode of information
between technologies overseas. As more individuals are exposed to the same
media data, Lotz believes that a niche market is created as a result of the
post network era. Larger market shares are not as desirable as they previously
were in the dawn of television networks. This advancement in marketing for
television for smaller niche audiences can be understood within the statement,
“Its not television, its HBO” (Miller 9). Television has transformed from a
united front of few networks into an updated media concept run on
microaudiences who run the media industry. The shift for television has
resulted into era with an audience that is more aware than ever before.
Microaudiences
continue to take over television in the modern era of technology advances. The
decision to have shows continue to ‘survive’, so to speak, is solely based on
the viewers. As the audience becomes more important to television, there will
be more volumes of transformations in television as it follows the changes that
are constant in a technology-based society. There are no limits to what
microaudiences can control in a post network era.
The LA Times article:
http://www.latimes.com/entertainment/tv/la-et-st-tv-microaudience-20140810-column.html#page=1
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