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Creating the Viewer

Af: Justin Wyatt Engelsk Hardback
SPAR
kr 234

Creating the Viewer

Af: Justin Wyatt Engelsk Hardback

A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.

The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.

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A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.

The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.

Produktdetaljer
Sprog: Engelsk
Sider: 288
ISBN-13: 9781477316511
Indbinding: Hardback
Udgave:
ISBN-10: 1477316515
Udg. Dato: 13 maj 2024
Længde: 0mm
Bredde: 229mm
Højde: 152mm
Forlag: University of Texas Press
Oplagsdato: 13 maj 2024
Forfatter(e): Justin Wyatt
Forfatter(e) Justin Wyatt


Kategori Markedsundersøgelser


Sprog Engelsk


Indbinding Hardback


Sider 288


Udgave


Længde 0mm


Bredde 229mm


Højde 152mm


Udg. Dato 13 maj 2024


Oplagsdato 13 maj 2024

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