Higher ratings and wider range of the audience - Research Paper Example

Higher ratings and wider range of the audience Korean Broadcasting Company called MBC 04/28 prepared by: Sungeun Hong prepared for: Taeho Kim Assistant Director Coordinating Director I. Summary This paper intends to show to the readers the importance of improvement and innovations especially in the Broadcasting Company. A research was conducted with regard to the problem that one of the shows of MBC is facing. Three months period of time is considered to be concise talking about the success of a certain show. And the problem about the show after reaching a high rate of 16% fluctuates to 7%. The research conducted gave 3 options to resolve the problem and that is where the paper will be concentrating on. There are 3 improvements that need to be done, networks, co-host, and the script of the show. This paper identifies a number of successful shows of MBC aired locally and globally. Also, this paper sight some of the number of shows that succeeded way back in 1994 up to the present to prove the importance of the viable mentioned. Korean celebrities are also highlighted as regards to their exposure around the globe to show the importance of efficiency among host or actresses with the respective shows they are involve. Conclusion and recommendations are also given which could be of help facing and resolving the given problem. II. Introduction MBC (Munwha Broadcasting company), whose largest shareholder is the foundation for broadcast Culture is a public broadcaster, public organization. It is a corporation which has an operational basis on advertising revenue. The new late night show program has been aired for three months now but still suffers from low ratings. At first, we had high ratings because our program is officially the first late night show that directed and produced similarly to an American late-night show but then ratings went down from 16% to 7% during last three months. From the survey we conducted, the productions style is unfamiliar with the viewers because they have not seen this style of the production before. To increase viewer ratings, the program needs more promotions and system that makes the audience engages in the program. For the above reasons, Taeho Kim assigned me to find ways to increase ratings and promote the program. Mr. Kim gave me a set of criteria for the new system. First, the total budget allowed for the project is $15,000. Second, the new system must give the evidence that we have higher ratings and wider range of the audience. Third, the new system needs to be more cost-effective and has a long-term effect. III. Feasible Alternatives Through the research I have conducted, three appropriate options were realized for the improvement of the program. Social networks, hiring of celebrities as co-host, and changing and improving of the script are among the options that this paper will be dealing with. Social Networks Since 1961, MBC has proven continuous contribution in the development of the Korean broadcasting industry based on its nationwide networks. Locally, it is relevant to say that all these networks have the capacity to promote shows especially the late night shows and thus, could give people the idea and the knowledge of the advantages the viewers could get by watching the show. For the long term, the value of social networking is manifested to be effective in marketing and in reaching the spotted viewers that would eventually contributes to the high rating of the show. Aside from this network owned by the MBC, we also did networking through sending videos on the You Tube and messages through face book and twitter account. In You Tube, www.korean-mbclatenightshow.org has been organized to help disperse the people locally and globally the knowledge about the show that we are going to air in a week time. We also maximize the face book and the twitter account which eventually help raise the rating of the show. http://www.facebook.com/pages/The-Late-Night-mbcKorea/123886090983783 account has been popular locally and worldwide same way with the twitter account, http://twitter.com/#!/latenightmbckorea. Comments eventually proves that these networking shows the visibility and effectiveness when the show was aired for he first time and got one of the highest rating that brings back the show to position. By maximizing all these networks, low cost of $3,000 have spent, contributed and gained ratings in the first 4 episodes that aired. All these actions transcend globally and benefitted the company in a month time (figure1) Celebrities as Co-host The main responsibility of the host in a certain show is to bring together all the men and women of different ages and backgrounds to be interested in the show. At the end of every show, the viewers must have learned talking with honesty, humor, and passion about everything starting from the family to entertainment and even politics. The host must open the show lively, humoring and interesting so that the viewers will not think of changing the stations and feel the greed and enthusiasm of seeing what the show has to offer in the next few minutes. Show host has a big responsibility and role to be played in order for the show to last and have at least good rating among the viewing public. This is actually the reason why most of the show hosts are hot celebrities because the people are ignited to watch the show by seeing them. International media outfits are even requiring for the celebrity show host because this matters a lot in the result of the ratings and in maintaining it. Hiring of four celebrities for the first four episodes was not an easy task we did. Screening has to be careful and should depend on the script for each episode. Budget has been a debate at once but has to be done. $2,000 have to be spent on each of the celebrity for each episode and this is already considered to be justifiable considering the fact that they were able to deliver and contributed to the ratings of the show and invites many viewers at the viewing public not only locally but globally (figure 2). Script Script of a certain show is very important and vital in the success when it comes to rating and lasting. It directs the appeal of the show to the viewing public elsewhere. The script is a material of a show that must be work out all by the staff and most importantly by the celebrity because he/she will define and give life to the script. The scripts coordinate the Talents and Music and must be coordinated in the production, post production, and until to the control room. Scripts must be coordinated from the highest position to the least to be able to come up with the beautiful and successful show. Script must be written b rightly, in positive attitude, out of intelligence, and potentially with humor. The script writers are expected to be motivated, hardworking, personable, outgoing, funny, energetic and friendly. Four writers have been hired, accountable for the first four episode of the show but they have to be collaborative so that there will be continuity among the four episodes that soon will be aired. $1,000 each has paid for the four script writers and this is considered to be lower than the usual fee they receive in the previous assignments. These four script writers were very cooperative and they themselves enjoyed a lot in the making of the show (figure3). IV. Evaluation Procedure In the recent past, the media industry in the whole world have seen the importance of the networks in the growth, development, and widening the scale of the business. Networks also show the potential of helping in promoting the shows of certain media outfit in gaining high ratings and in maintaining a longer range of appearance in front of the viewing public. Aside from the networks that have been owned by the MBC, the utilization of the networking has been utilized and we found the affectivity of the networking such as the You Tube, Twitter, and the face book. The affectivity of these medium delivers high rating on the show. During the first week before the first episode was aired, we coordinated to all the networks of the MBC as well as used the networking system and the response is very positive. This is very important on our part because this enables to let the viewing public know what is to be seen and expected on the first airing of the show. The promotion has a very positive impact about the curiosity of the viewing public that made them to be so excited to watch the first episode (figure 1). In around a month of conducting the research, I found out that having those four different celebrities in four different episodes manifests a higher rating than the show was first aired. The show got 17% rating on the first two episodes, the third episode got the 16% rating and the fourth episode goes back to 17%. This only proves the affectivity of celebrities as co-host (figure 2). Networking proves to play vital role and in the contribution in making the rate of the show high but with least cost to spent by the broadcasting company. Script is a fundamental factor in the outcome of a certain show. The result of the show mainly mirror the script whether it a good script on worst. In the local region, good script that comes up with a good show manifests high rating and a longer period of airing. The viewing public seems to be communicating with the writer of the script every time they were in front of the television and watching the show. There seems to be a connection between the story and the audience and the impact of the show vividly manifests good rating and lasting. Along the process of improving the show, I hired four script writers and each one of them collaborates to be able to come up with a humorous script that would accommodate people of young age to the old ones. In four succeeding episodes, comments about the show were gathered from the viewers and it was very positive. The comments with regard to the four episodes was relayed to us that the viewers like the show, found the excitement, and they said it was different from the other shows of same level. From the first episode, we gathered 100,000 comments and it continually increased to 300,000 by the fourth episode. The viewers said that the show sets a new trend in the broadcasting industry (figure 3 V. Results Nationwide Networks Number Number of promotions/each Total promotions in 1 week Regional stations 19 10 190 Subsidiaries 10 20 200 Multimedia Group Number Number of promotions/each Total promotion in 1 week National Terrestrial Television 1 40 40 Radio 3 10 30 Cable 4 20 80 Satellite 4 2 8 DMB 5 2 10 Figure 1a Networking sites View comment Cost www.korean-mbclatenightshow.org 104,000 68,000 $1,000 http://www.facebook.com/pages/The-Late-Night-mbcKorea/123886090983783and 159,000 104,000 $1,000 http://twitter.com/#!/latenightmbckorea 100,089 85,000 $1,000 Figure 1b (networking result in 1 week) Figure 2 (ratings in 4weeks) Figure 3a (Comments on the performance of the show) Figure 3b (Ratings got compared to other networks) Resources Kinds Costing Networking You Tube $1,000 Twitter $1,000 Facebook $1,000 Celebrities hired Celebrity for episode 1 $2,000 Celebrity for episode 2 $2,000 Celebrity for episode 3 $2,000 Celebrity for episode 4 $2,000 Script Writers hired Script writer 1 $1,000 Script writer 2 $1,000 Script writer 3 $1,000 Script writer 4 $1,000 Figure 4 (Materials and costing) II. Conclusions & Recommendations With regard to the research I have conducted, it is relevant to say that networks is very important factor in the broadcasting industry and this must be develop not only for the benefit of the broadcasting company but as well as to the viewing public. The utilization of the networking through You Tube, Face Book, and Twitter proves to be efficient tool to be used in the promotions of the show as it has been evident in the rating for the first four episodes. This is highly recommended, aside from the low cost, it proves affectivity in delivering high ratings of the show. Same thing with the Korean celebrities, since manifestation of their appearance has been proven and seen especially in most of the Asian countries, their capacity could be an extension of their responsibility to raise the rating of their respective shows. Hiring of these celebrities as co-host proves to be an effective factor in the success of the show. As has being shown on the figure 2, as a result of the research conducted, the celebrities in each of the episodes help a lot in achieving a high ratings and recommendations would be to continually set this trend and a longer period of airing will be expected. Considering the fact that hiring of celebrities are very expensive, considerations are given because they are considered as one of the main factors in delivering wide range of audience in all backgrounds. Scripts are strictly recommended to have more improvement and be flexible to changes when it is needed. Since it is one of the most vital factors for the success of the show, proper attention must be given and writers are expected to be more relevant, bright, and efficient enough to open the door of communication with the viewing public through the show. The viewers must integrate deep with the programs or shows and this would only be possible if the script and the show will be successful and interesting. This is manifested in the comments gathered as being shown in figure 3. The viewing public were able to integrate with the show and recommendations with regard to this is continuous harnessing of the script not only for the benefit of the company but in the viewing public and in setting the new trends in the broadcasting company. III. Appendix I. Research/Data gathering A. Networking Number who viewed Number who gives comments B. Celebrity hiring Effects on rating Viewers respond Effects on rating C. New Scripts Effects on the viewing public Response of the viewers Ratings improvement II. Interpretation and evaluation III. Cost calculations Read More