Competitors & Customers

Competitors

The whole of the media industry are continuously competing against one another, newspapers compete against each other by claiming their 'exclusive' stories and having competing prices (often having a banner stating that they are cheaper than X newspaper) to have the consumer returning to them as opposed to another brand.

The same happen with television when channels compete against each other by premiering films first or the programmes they play, even the adverts are known to compete by showing how they are a better brand than other brands within their business sector.

Sometimes one may shame a competitor in order to gain more consumers and a higher audience.

Customers

The customers of the media industry are basically the audience and consumers. They are the ones that the different media platforms are aimed at, the target audience and market.

Within print media, we actively seek out and purchase the types of publications that most appeal to us, whether it be the type of newspaper (dependent on style of writing, the way in which the information is presented etc) or the subject of magazine (fashion, beauty, gossip, photography, science, film etc).

As a customer, you are actively able to seek out what you wish to consume. 

Uses & Gratifications theory looks at how we actively seek out media that will 'satisfy our needs'. If you are feeling sad and you want to view something to cheer you up like a comedy film or a video of a cute cat, you can. Similarly, if you are wanting to take your mind of certain things for a short period, you can watch or read something that can provide you with a sense of escapism.

Media platforms also have a remit, or a duty to provide their audience with what they wish to consume. The BBC have a remit to provide a public service such as, showing educational programmes or presenting the news in form of shows like Newsnight as well as entertainment programmes. Over the BBC channels, there are a range of programmes specifically tailored to different genders, classes, ethnicities, religions etc.

Alternatively, Channel 4 show reality programmes that show the middle and lower classes and the way in which their lives are run and the environments they grow up in, as well as Big Brother and Made In Chelsea. ITV show reality shows like The Only Way Is Essex and I'm A Celebrity, Get Me Out of Here.