Case Study Analysis

Edexcel, analysis on the BBC case study

HideShow resource information
  • Created by: Katie
  • Created on: 06-06-11 13:40
Preview of Case Study Analysis

First 243 words of the document:

Case Study
*Text boxes show a summary of the article in the Case Study.
Evidence A
Provides a brief background to the main UK TV Networks.
Evidence B
*YouTube strikes deal with UK broadcasters to test pre-roll
Types of Advertisement:
Google (owners of YouTube) has to find a format of advertising which
pulls in revenue without annoying the customer. On Google it's achieved by
`sponsored links' at the top of a page, and down the right hand side.
Intrusive ads may damage YouTube popularity in the long term.
Conventional Ads: screened on the righthand side of the page, original
advertising model for YouTube, easily tolerated but problem is that they are easy
to ignore.
Preroll Ads: play before you are allowed to watch the video you have
selected, many find these intrusive and annoying.
Overlay `in video' Ads: appear if a viewer clicks on the bottom 20% of the
screen where a brief message appears a few seconds into the video.
Postroll Ads: an extension of the overlay, if you don't click the overlay it'll
just play itself at the end of the video.
Big Billboard: advertisements appear when the visitor arrives at the site,
though just for a few seconds.
Individualised Advertising: YouTube already uses, ads tailored according
to the individuals viewing habits.

Other pages in this set

Page 2

Preview of page 2

Here's a taster:

Revenuesharing: YouTube already uses, those owners of videos which
attract thousands of viewers get a share of the revenue generated by
advertisements alongside their clips.
YouTube Partnerships with Content Providers:
(BBC, C4, National Geographic, Discovery Channel)
A limited amount of money can be made through selling advertising
space alone amateur videos. SO YouTube attracted professional markers of
content (especially music and TV).
It proved that you had to FIRST build up your virtual community, THEN
worry about how to `cash in' on/monetise that community.…read more

Page 3

Preview of page 3

Here's a taster:

Licence fee accounts for 75% of BBC revenue, other 25% from `BBC
Worldwide' ­ the main commercial arm of the BBC (selling BBC programs
overseas, generating partnerships (e.g. YouTube), magazines, etc.)
DOES this represent good value for money?
BSkyB viewers pay £500 a year ­ however that is by choice (licence fee
is compulsory).
ITV does not cost the consumer anything?
However many view that BBC offer something distinctive in their
international influence, sophisticated programming, news, current affairs and
minority interests.…read more

Page 4

Preview of page 4

Here's a taster:

Institute of Practitioners in Advertising) ­ aim is to provide estimates of the
number of people watching television, including which programs and at which
The research is based on a representative sample of 5,100 volunteer
homes the costs of BARB are met by selling the data collected.
The BBC has lost significant market share. 1981 ­ 2009, 51% down to
28% audience share, making it even harder to justify the licence fee!
ITV1 has fared even worse.…read more

Page 5

Preview of page 5

Here's a taster:

Given that the 3 joint venture partners between them controlled the vast
majority of UK content, then the fear was that they would enjoy monopoly power
in the retail market and increase their prices.
They would enjoy monopoly power in the wholesale market and be able to
strike a harder bargain with other platforms, which would have nowhere else to
go for UKoriginated content.
Broadcasters involved said it was a `missed opportunity in the
development of British broadcasting.…read more

Page 6

Preview of page 6

Here's a taster:

How independent is the government in the new arrangement? The political
pressure is evident is France (also raised in the Licence Fee ­ BBC).
It appears the new arrangement announced by the Minister has more to
do with politics and personal business interests than the economy.
Political control of the media is currently occupying the EU rather more
than its economic structure.
Evidence H
*Selected EU colour TV licence fees 2009 (euro equivalent) ­ table.…read more

Page 7

Preview of page 7

Here's a taster:

Would bring competition to this whole area of broadcasting.
Evidence I
*The role of television advertising
This article is on the adverse health consequences of watching TV.
TV viewing would not be classed as a demerit good because these
consequences fall on the consumer (not a third party), so government
intervention is not justified.
However, TV could be said to have addictive qualities, so this may justify
government intervention ­ as in the case of smoking.…read more


No comments have yet been made

Similar Business Studies & Economics resources:

See all Business Studies & Economics resources »See all resources »