Introduction
Through the years, the evolution within the technology continues to create alterations within our lives. Due to this, the use of computers becomes prevalent as its domain the entire society. The internet connection which made everything possible with just one click of a mouse has captured the attention of most all types of individuals, young or old, male or female, professional and not. The widespread influence of such is massive up to the point that the effects become addictive. Who wouldn't be engage in something that indicates that the exploration of the world is just within our reach? Hence, the technology that computers provide today draw the line within the beyond other means of entertainment
Television claims that the internet is their most powerful competitor in the industry. Although the use of television is now extensive still most people find internet access more adaptable and advantageous especially when computers start to invade household. With such impact, the television industry now find it hard to capture audiences again especially the generations who have been engage with the use of computers at early age. They have adapted the era of modern technology and they usually settle for things that will satisfy their hungry for faster form of diversion.
Apparently, the internet is also capable of providing television within its users. In this case, the declination of the use of television only tends to rise and the scope of their audiences becomes too limited.
Project Rationale
The young people of today's era are the first generation to grow up with internet as part of their daily lives. The adoption of such technological device will seem to be effortless in their case because of their early familiarization with it. However, this incident results to the sudden declination of the television industry especially within this particular age range - the young audiences.
With the rapid approach of the technology, how the televisions can manages to grab the attention again of these people despite the strong influence of their opponent. This particular research study injected an advertising approach to persuade the attention of the individuals concerned in the issue. The study has launched two distinct strategies that will promote the essence of the television. Part of these strategies is the ad campaign that is creatively designed for the young people and an online game that can be interacted with television programs. Both are design to trigger the young audiences' attention.
Aims and Objectives
Generally, the study is intended to find out the audiences internet usage pattern as well as to carry out a focus group to find out what is their favorite activities on the internet. This is because; today internet can provide a lot of things to every individual either for study, for work and even for fun and leisure. Obviously, the scope of their audiences has a wider range of category. The concept of the internet also allows grabbing the younger audiences' attention that leads to a not so favorable situation in the television industry.
The researcher creates a new strategy on how to advertise the television as a form of media to the young audiences. Recently, there were a lot of threats regarding the gradual declination of television as a form media. In able to bring back the lost identity of the television as the advertising medium in the past the industry within the television must utilize again their lost reign. By targeting their market which is the "younger audiences", they should be more diligent within the task.
The focus of this paper is to establish and determine the things that will catch the attention of the younger audiences to make them inclined with television and bring it back again in the media industry as another mean of entertainment to the people. The researcher is hopeful that with his idea, he would be able to determine the real score between the television and the internet. He focuses his attention on the things that will enhance again the television industry by presenting an appropriate advertisement campaign and by colliding the two source of entertainment for them to have a connection with each other. By that it will result to a more functional mean of media. The researcher hopes that this study will yield a better result regarding the relation of the two different means of media.
This study will attempt to answer the following questions:
1. Does the television industry cannot satisfy there audiences anymore?
2. Is internet enough to provide entertainment for everybody?
3. Does internet undermines the quality of human interaction?
4. With the continuous growth technology would the television industry continue to decline?
5. How can the television industry compete with the internet?
Background Information
It was during the 1930's when the television becomes commercially available. By that time, it became a sort of entertainment in households, businesses and institutions. Another purpose of the television set is when viewing recorded materials stored on video cassette tapes which also later converted digitally like the VCDs and DVDs. The transformation within the television was gradually. In fact, it passes a lot of reinvention in order to come up with a magnificent outcome. After engaging in setting up the device, the next step during that time is to allocate the television sets in the market. This would be possible only if the right programming of the each device will be performed. The broadcasting of television was made possible by the television subscriptions, television licensing, advertising or even the combination of the three. However, the most commonly used was the advertising. Seemingly, at that time, the advertisements being broadcasts in the television attempts to influence the audience's behaviors and beliefs. This result allows the television to grab more advertisements to be able to produce more programming. At that time, they've become the most attractive and powerful medium for advertising ('Television' 2008).
The merge of television has affected the radio industry. With the sudden changes of our technology, the people in the society are getting more inclined to the newest form of technical nomenclature. Apparently, since the developments are rapidly prevailing. Today, the birth of the computer devices which is accompanied by the use of the internet, tamed the television industry slowly.
It was in the early 90's, computers blast off its way to the market. This is made possible because of the emergence of the networking device which links all the computers to manage communication in the fastest way. Although this device is originally invented to store data, computers become one of the highly appreciated inventions over the past decades. With the spread of the application of the World Wide Web accessed by the internet, everything becomes possible with the use computers ('Computers' 2008).
It is no doubt that the internet can provide almost all of the things that each individual needs. Just like the television, the internet offers both information and entertainment to its user. Actually they are a lot of similarities between the two; it is just that the internet is more advance and its scope is wide in range. It is a usual effect as the technology improves; remember the time when the radio is invented? Every people also become engage with this specific device. The trend always changes and the people are fast approaching those changes that they encountered.
As the digital era was fast approaching, more and more developments have been established through the use of the computers. The versatility that the computers bring has captured the attention of the world. With only one device, people can easily communicate and track data. The television seems to add impact on the visual images, the moving images. However, the internet has put the power of the mass media within the hands of the public. Many also considered that the invention of the internet is one of the greatest in humanity.
Marketing Research
In relation with the propose problem, it is obviously falls in the category of advertising research. In this particular marketing research technique motivates the consumers to render the product or the service. In this case, it is very important to capture the attention of the particular target market which is the young audiences. To do that, the researcher has proposed two plans in order to compromise with the problem ('Advertising Research' 2008).
Part of the proposal in each plan is a specific ad or campaign that will focus on the difference of the television and internet as a means of entertainment to the young audience. Both plans are engage to create a connection within the potential audiences. In advertising, the connection is a very significant factor because it simply generates the initial foundation between the prospect audiences and the product.
Questionnaire
Based on questioning the particular research design that is used in this particular paper is quantitative marketing research which uses random data sampling through questionnaires. The questionnaires provide wide range of information for it is held on large number of individuals which are the respondents.
Hence the purpose of this questionnaire is to gather relevant information for the problem to be satisfied. A close-ended type of question is used, unanswerable by yes or no.
1. Do your parents allow you to use the internet and television without their supervisions?
( ) yes ( ) no
2. Do you find watching television still interesting?
( ) yes ( ) no
3. Is there a particular television program that you've been addicted with?
( ) yes ( ) no
4. Have you encountered such inconvenience among the television programs that you are watching?
( ) yes ( ) no
5. Do you still find information of on the television relevant?
( ) yes ( ) no
6. Is there any chance that the television will soon be phased out just because of the internets regime?
( ) yes ( ) no
7. Is there a chance that you haven't been in the tube lately just because you are busy surfing the net?
( ) yes ( ) no
8. Does the internet have already taken the lead among other media devices?
( ) yes ( ) no
9. Does the internet provide information and entertainment the same as television?
( ) yes ( ) no
10. Does the improvement of the technology affect the behavior of an individual's choice of entertainment?
( ) yes ( ) no
Analysis
Comprehending with advertising research indicates the implementation of creativeness and efficiency. The intention of which is to grab the slow declination of the young audiences' interest in television. The internet is very much explosive and boundless. Unlike the television, the internet provides no restrictions. To comply with this, the television should also learn how to interact with their audiences. This is the particular characteristics that they are lacking of. Such interactions will provide positive outcome to them and their viewers. The interactions lead to the connection of each of their respondents. The internet provides massive interactions globally, and this comes with various forms such as online games, chat rooms and different groupings associated online.
Presentation Outline
Presentation Title: Television Mission
Presentation Type: Promotional
Presentation Topic: An advertising campaign that implements new medium platform for young audiences to be aware again in the television.
Body/Key Points: The particular campaign will let these audiences create the feelings of interest, familiarity and liking on television. More or less it tends to weaken the negative impacts being associated with it. The proper television viewing will definitely result benefits to the audiences, as the main key points of the presentation aim to develop the significance of the television as part of the social life of every individual.
Conclusion/Review: Although both the television and internet become a daily dose of entertainment and information, both also have their uniqueness on how they will harness that particular thing. Therefore, the importance of these materials will merely depend on how the people uses it and rely on it.
Conclusion
All over the years television has been a great provider of information and entertainment in the society. And because everything is being subjected to changes, its worth is gradually loosing in the perception of most of the people. However, despite the difficulties, there are still a lot of ideas to be considered to bring back the old soundness of the television.
Actually, if most individuals are very good observant, they will surely noticed that there are a lot of differences between the uses of the two. It is just being misinterpreted by the users. Both provide information and entertainment but in a different way and level. The usefulness of these tools will depend on how each user will respond on them. At an early age, theses young people haven't got the right opportunity to be associated with television. They become engage with the use of computer at a young age because of the generation that they are into. However, if they will be acquainted with the use of it, then the television will again gain its popularity among their young audiences.
Appendix: Gantt Chart
TASK | WEEKS | ||||||||||
1st | 2nd | 3rd | 4th | 5th | 6th | 7th | 8th | 9th | 10th | 11th | |
START major project - PART I | |||||||||||
Meeting with Jan | |||||||||||
Preliminary Research | |||||||||||
Literature Research | |||||||||||
Internet Making Research | |||||||||||
Research TV Content Provider | |||||||||||
Tutorials (on-going) | |||||||||||
Critical Journal Study | |||||||||||
Develop and carry out focus group | |||||||||||
Evaluation of Feasibility | |||||||||||
Revision of Part I Project | |||||||||||
Design Project Layout | |||||||||||
Printing and binding | |||||||||||
Submission of Project PART I | |||||||||||
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