P2: Explain the changing media marketplace and how this has provided the opportunity for the proposed new product
I have chosen to research different products to help me explain the changing media marketplace and how this has provided the opportunity for the proposed new product .
Instagram
Instagram originally started off as an app called Burbn. Burbn as an app was developed around the Kevin Systroms intrest in whisky (hints the name). Burbn let users check in at particular locations, make plans for future check-ins, earn points for hanging out with friends at the locations , and post pictures of the meet-ups. However, the app was unsuccessful on the whole, so Systrom took a deeper look into how people were using the app and found that people generally weren’t using the check in features of the app, however were frequently using the app to post pictures. With this information, he then began to change the app drastically by taking away the check in features and making it a simple photo-sharing app (with options of basic editing such as filters). He devepoed this app idea with Mike Kreiger and on October 12th 2010 they released the new photo sharing Burbn app which was renamed “Instagram”
Instagram as a platform hasn't changed dramatically, since being created. The most noticeable changes has been the features its's introduced such as:
2013- Replacing the popular page with an explore page
2013- direct messaging
2014- 5 New filters ( Aden, Crema, Ludwig, Perpetua, and Slumber.)
2016- location and hashtag stories
2016- like and replying to comments
2016 - Instagram stories
2017- Face filters and stickers and video rewind
Instagram was invented in the digital age and as the age develops, Instagram develops along with it. Introducing new features to suit the audience requirements. One of the most noticeable changes to Instagrams adaptation is how the audience is utilising Instagram. For example, in 2010 it was a platform primarily used between friends to share photos and experiences, however as companies started having to adapt to the digital age they began to use Instagram as a way of advertising business, furthermore Instagram has now become a platform for people to create jobs and careers, with Instagram models and content produces where nearly all their work revolves and is on Instagram.
The most famous company interaction with Instagram is when Facebook brought Instagram in 2012
Instagrams audience has just grown at a faster rate since the FB take over. Even though Instagram may be the smallest subsidiary of Facebook it has the highest growth rate of all of Facebooks arms. Especially in the light of the recent Facebook scandal users view Instagram as a more secure platform as it asks for less personal information.
Facebook brought Instagram for $1 billion dollars and most people thought that this was a bad investment because at that point Instagram was a start up company with just 13 full time employees and was only valued at $500,000 at the time of acquisition . However, The usage of Instagram has only increased and with that the revenue it brings. For example, in 2016 Instagram produced over $3.2 billion to Facebook’s revenue for all of 2016.
MTV
MTV was created by a man called Robert Pittman in 1981. Originally it was a US satellite channel, based in New York, it primarily showed music content and videos. The first music video they aired was Video Killed The Radio Star - by The Buggles
MTV is still primarily a TV program however it has expanded the amount of genres it covers. For example it now produces and distributes dramas, comedy, reality TV, game shows and teen dramas. MTV more recently is most famous for the reality TV it produces ,such as Jersey Shore and Teen Mom. In addition to this MTV also hosts awards shows, such as the MTV music video awards. A quick time line for these changes would look something like this:
1981- Video killed The Radio Star aired.
1984 -The first ever music video award (MTV hosts)
1985- British sitcom, The young ones airs on MTV
1987- Remote control, MTVs first game show, airs
2009 - Both Teen mom and Jersey shore air on MTV
2011- MTV ventures into the realms of teen drama with Teen Wolf airing
With the creation of Youtube and Vimeo, MTV soon realised they would lose a majority of their viewers these platforms because not only could viewers watch music videos but they could also chose what video they watch on demand. This caused MTV to start creating new content to draw in the audience they would inevitably lose. The new content they began to create were chows such as, Teen Wolf, as the younger audience would primarily be the one they would lose.
In addition, MTV went multi platform, to expand it’s audience and keep up with the time. MTV created a website, where they displayed the latest the latest Celebrity and music news and gossip. Furthermore, with the success of the Website, MTV then created an MTV app allowing users to watch shows and behind the scenes and additional content. The app is available on IOS, android and Xbox.
MTV is a subsidiary of a company called Media Networks. Media Networks manages a variety of Channels from MTV to Nickelodeon and also owns Paramount pictures. So MTV will sometimes collaborate with another channel under Media Networks but doesn't often stray outside the corporation.
This means that Viewers can grow up with Media Networks and the company can keep audiences in different stages of their lives. For example, Starting at Nick Jnr and then Nickelodeon and then MTV and then Comedy Central and VH1. MTV provides something to watch for the Teen Audience and means Media Network can keep their viewers.
The revenue rates for MTV has fluctuated over the years. At the moment , 2018, the overall revenue for MTV is at about $6.2 billion. MTV jobs are advertised through Viacom Media and a variety of jobs are offered from researcher to editor to reality TV star. In addition to providing jobs MTV offers apprenticeships and training schemes, targeting young adults similar to the target audience and to keep the channel fresh and current.
P3: Describe roles required to support the content within the planned proposal
This proposal requires coming up with and and marketing a new technology that allows MuzicChoice audiences to be more involved and interactive with the MusicChoice outputs and channels.
To ensure my proposal choice works effectively I will need multiple key components :
Research into the target audience, technology and Station
Software and staff to design and make the app
A marketing team to market the app social media and marketing strategy
A platform in which to distribute the app on
The kind of staffing I would need to develop this app would be:
Researcher- I would need a researcher to research the target audience - so we would know how to specifically modify our app around them, so it is most appealing to them. They would need to collate both primary and secondary research into the popularity of current similar apps and to what the audience is looking for and be able to communicate this and present this back to the team. Key skills of a researcher include: Good at sourcing relevant information, strong communication skills, Strong computer skills, intuition and analytical skills.
Designer/graphic designer- I would need a graphic designer to design the app layout in a way and it's visual appeal to the target audience. Also to make sure the app is consistent with the MuzicChoice branding. In addition to making sure the app has a layout that is easy to use and flows well from one function to another. Key skills of a designerfor this progect include : artistic abilities, knowledge of ratios and proportions, colour co-ordination, knowledge of the target audience and of apps.
Programmer/App developer- I would need a programmer to build the app and make sure that all the functions of the app run smoothly and that the co-ordinates and works well with the radio programme and making sure all the assets and designs function practically alongside all the function programming. Key skills of a programme/App developer include: detailed knowledge of the app building software, experienced in coding, time management skills, ability to follow instructions carefully and time management.
Marketing team- I would need a marketing team/person to promote the product so that it sells well. They would need to create marketing strategy that will reach my target audience as well as others who may buy the app. They will need to make the campaign original and memorable and it will need to use multiple media platforms and multiple social media platforms in order to reach the largest target audience possible. Key skills of the marketing team will include: creativity, knowledge of target audience, innovative, good at communication, advanced knowledge of advertising platforms and social media, timescales and budgeting.