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Media Market
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A Media Market, broadcast market, media region, designated market area (DMA),
television market area, or simply market is a region where the population can receive the
same (or similar) television and radio station offerings, and may also include other types of
media including newspapers and Internet content. They can coincide or overlap with 1 or
more metropolitan areas, though rural regions with few significant population centers can
also be designated as markets. Conversely, very large metropolitan areas can sometimes be
subdivided into multiple segments. Market regions may overlap, meaning that people
residing on the edge of one media market may be able to receive content from other nearby
markets. They are widely used in audience measurements, which are compiled in the United
States by Nielsen Media Research. Nielsen measures both television and radio audiences
since its acquisition of Arbitron, which was completed in September 2013.
Markets are identified by the largest city, which are usually located in the center of the
market region. However, geography and the fact that some metropolitan areas have large
cities separated by some distance can make markets have unusual shapes and result in two,
three, or more names being used to identify a single region (such as Wichita-Hutchinson,
Kansas; Chico-Redding, California; Albany-Schenectady-Troy, New York; and HarrisburgLebanon-Lancaster-York, Pennsylvania).
In North America, radio markets are generally a bit smaller than their television counterparts,
as broadcast power restrictions are stricter for radio than TV, and TV reaches further via
cable. AM band and FM band radio ratings are sometimes separated, as are broadcast and
cable television. Market researchers also subdivide ratings demographically between different
age groups, genders, and ethnic backgrounds; as well as psychographically between income
levels and other non-physical factors. This information is used by advertisers to determine
how to reach a specific audience. In countries such as the United Kingdom, a government
body defines the media markets; in countries such as the United States, media regions are
defined by a privately held institution, without government status.
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Media market
Market is regarded as a place which is engaged in the activities of commodity exchange
while simultaneously the media market implies an exploration through the media and other
related media market. According to the Caillaud and Jullien (2001, 2003), Amstrong (2006),
Rochet and Tirole (2006), media market is also regarded a two-sided market with opposites
in audience and the sources.
Media market also making profit by spreading information, etc. and there are two of the most
common way. One is coming from the advertisers who buy the advertising spread time and
space. The other is a fee from audience buying media products. Which means externalities in
the interaction between advertisers and the audience. (Maria& Alessandro, 2015)Compared
with the former, once the consumers are charged to a certain degree they may not be willing
to pay again. So it becomes the most commonly used method which is using advertisements
to promote an increasing income of the media.
In order to squeeze as much as possible the advertising value, media generally adopt the way
how they publish or broadcast even appeared the newspaper advertising going to determine
length or accounts for a layout of the main factors of the total.
There are also some similar phenomenon in the field of radio television. The most typical
example is recently soft advertisements and hard advertisements in movies are increasing
sharply. According to Ken (2005) it was quiet less advertisements during the movies before,
but it become completely opposite for the advertisements running 30 minutes before the show
starts and there are even 15 minutes of ads after the lights are dimmed.
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Pros and cons
Disadvantages
Previously, only if the media attracted a considerable number of audience it can directly or
indirectly to making profit because the media is close relate to the market. So it would lead
the marketization of the media a "vulgar" situation. The “vulgar” performance is mainly
embodied in the content of media products such as vulgarization and entertainment
news.。The vulgarity content shows that sex and violence are regarded as a selling point
which can improve circulation or ratings to cope with the increasingly competitive
environment. While the increasing proportion of soft news such as lace news, celebrity
anecdotes, and violence as main content is the news entertainment performance.
On the other hand, media market gather revenue mainly comes from advertising so the media
marketization leads to too much advertisements to come up. The Cinema Advertising Council
reports that on-screen advertising grew from an already impressive US $191 million in 2002
to $315 million in 2003, up 45%.( Ken, 2005)
Advantages
Although, media market has boundedness to pursuit of media attention and profitable and it
lead some shortage in operating. There are still some advantages by using media market.
Media marketization leads to a transformation in media from the communicator standard to
the audience standard and take the initiative to reduce the distance between mass media and
the audience. Because media market is face to the market and audience, in order to meet the
different needs of different audience, media is more focus on what individual concern and
reflect what people’s suffering. And then make the content of the report is more close to the
people, reality and life
The marketization promote the development of media which shows that market-oriented
media must meet the needs of the audience. Because of the various demands from audience it
needs the diversification of media development. Soon there will be a new media to fill when
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a demand could not be achieve. Media market also impact the original old media industry
management system deeply. At the same time, to promote further development in the field of
media.
The media market promote a further strengthen in supervision of public opinion function. On
the other hand, social negative news always be good for media for making attraction. So in
order to attract audience, media market may maximum critical supervision
The link between communication and media market
Marketing communication various means including communications, as on-line social
networks, blogs, forums etc. (Stanković & Đukić, 2014) Radio and television station are the
two most common massive media which can receive media region, designated market
area(DMA), television market area or simply market. Companies use communication method
in media market to transmission the message that the company want to shows the individuals.
Communication is also a channel which connect both companies and audience with massive
information and the media market like a bridge for bring the information to the audience.
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