Sunday, April 8, 2012
Presentation 4: Technical Component: Aesthetics & Technical Execution
Title: Saving Planet Earth
Description: Some small tips to make earth a better place.
Cameraman: Kenny Fong
Director: Carmen Wong
Script Writer: Pui Yee
Casts: Stacy Loo & Carmen Wong
Monday, March 19, 2012
Sunday, February 19, 2012
Presentation 2 - Treatment Writing Component
Treatment 1
Author Name: Carmen Wong
Title of Show: Child Obesity – The ‘Television Epidemic’
Format of Show: Documentary
Target Audience: Adults, Older generation
Opportunity or Problem Addressed: Identify the causes of obesity among children; main focus on how excessive television viewing is a becoming a large factor of child obesity. This documentary can also exhibit case studies of similar relevance highlighting the negative implications of excessive television viewing and obesity.
Desired Response: Create awareness and also encourage the change in lifestyle of children (i.e. to be healthier)
Logline: Television viewing can be seen to be harmless.. or is it? Child Obesity - The ‘Television Epidemic’ zeroes in on how excessive television viewing has greatly contributed to child obesity. This documentary will showcase studies done by researchers on the correlation between television viewing and obesity amongst children. This documentary will also exhibit the nuts and bolts of how addictive television viewing has negatively impacted the younger generation and also the cons of obesity.
Theme: Reality-based, educational, scientific background
The main idea of this documentary is to give the audience facts and figures of child obesity and also the implications of excessive television viewing. This documentary will hopefully cause some positive action of the viewer to practice healthier lifestyles for themselves.
Treatment: A two-part episode documentary series. 30 minutes each.
Part 1/ Episode 1
Highlights the growing phenomenon of obesity among children through statistics and also observatory studies done by universities/researchers. Go into the cause of obesity among children touching the point of the correlational relationship between excessive television viewing and obesity – exhibit related studies and also interviews with professionals on this point.
Part2/ Episode 2
Discuss about the harmful effects of excessive television viewing and how it has contributed to child obesity- looks into the hours spent on the television and its effects on the child from various aspects, interviews with parents, children and professionals. Remedies to help children focus less on the television and spend more time on other healthier activities and also suggestions to loose heavy weight gains for children. The documentary can end with a recap of how television viewing can have adverse effects especially emphasizing on obesity and also on the remedies and solutions to a healthier lifestyle (the take away packet from watching this show).
Treatment 2
Author Name: Carmen Wong
Title of Show: The Big O – Child Obesity
Format of Show: Docudrama
Target Audience: Children, Teenagers
Opportunity or Problem Addressed: To display the negative effects of excessive television viewing on children and also its contribution towards child obesity
Desired Response: Create awareness through using re-enactments of scenes and also humour and also encourage the change in lifestyle of children (i.e. to be healthier)
Logline: Do you love watching television? How long do you watch the television daily? If you are a heavy television viewer and also not so light weighed, then this programme is for you! Join Dobby on his quest to understand the harmful effects of excessive television viewing, the addiction of television viewing, cause of obesity and how does heavy television viewing relate to obesity.
Theme: Comedy, documentary drama, reality-based, fun and learning
This docudrama uses re-enactment of scenes to make it more fun and also easier for children to grasps the concepts shown. This docudrama looks to highlight the negative implications of excessive television viewing, obesity among children, the link and correlation between the two concepts and also the health implications that comes with it.
Treatment: The entire docudrama will be narrated and hosted by Dobby. Dobby is a plum-ish kind of boy and he will lead the flow of the entire segment. The entire segment will comprise a mixture of re-enactment of scenes and also recorded interviews and voice overs.
The docudrama will start with a scene showing Dobby sitting watching the television and chewing chips when his mother comes in and lectures him on the dangers of excessive television viewing and also how it contributes to obesity. Dobby then wonders what exactly are the effects of excessive television viewing and why does it make a person put on weight and he poses the question to the audience. He will invite the audience to explore with him on this which will lead to a showcase of past studies and research done on the adverse effects of excessive television viewing and how it correlates to obesity.
There will also be interviews with professionals throughout the docudrama and some of the theories and points will be narrated through a re-enactment of a scene by Dobby.
Treatment 3
Author Name: Carmen Wong
Title of Show: Pounds OFF!
Format of Show: Reality Television Show
Target Audience: Children, teenagers, Adults, General public
Opportunity or Problem Addressed: To display the negative effects of obesity
Desired Response: Create awareness through using the reality television show to serve as a platform of testimony that will help prove the adverse effects of obesity. Encourage exercise and a healthy lifestyle.
Logline: Catch the contestants of Pounds OFF! on a race to win RM 500 000 and the title of the ‘Pounds OFF!’ champion. Join them as they face challenges to overcome their weight issues and to practice a healthier lifestyle. Watch as the contestants embark on a journey of physical and mental transformation.
Theme: Reality-based, comedy, drama,
This reality show is inspired by shows like ‘Biggest Looser’ and the movie ‘Super Size Me’. This reality show will be slightly different from the Biggest Looser where the contestants are challenged not only on the aspect of their weight issues but also other aspects like their lifestyle, social life and so forth.
Treatment: This reality show will conduct a season of 14 to 15 episodes. The contest will be based on a weekly knock-out style. This show will start with 12 contestants and they will go through weekly challenges as individuals and as a group. The reality show will feature 3 judges who will judge each contestants performance every week preliminary to eliminations. The show will be hosted by 2 hosts (a male and female) throughout the competition. The weekly challenges can range from a wide variety of different things and also shot on location at the studio and also outdoor locations.
Tuesday, February 7, 2012
Presentation 1 - Research Component
Presentation 1 – Research Component
Topic: Technology & Society
Global Child Obesity Phenomenon: The Impact of Excessive Television Viewing.
Introduction
Obesity has not only steadily increased over the years but it has caused more health problems. The increased rate of obesity is especially alarming amongst the children. There are many reasons contributing to this phenomenon; one of which is the child’s preference for unhealthy foods. According to Hastings, McDermott, Angus, Stead, Forsyth, MacKintosh, Rayner, Godfrey, Caraher & Angus (2003), there is a high correlation between a child’s preference of food and the obesity of a child.
In recent years, researchers have looked into possible links between television viewing and the rate of obesity. Most would consume the same amount of food or more each day but the amount of physical activity such as exercise does not increase or barely reaches an appropriate ratio with the amount of food consumed. Data has shown significant correlation between these two factors and it also adds that television viewing also affected a decline in physical activity amongst children (Robinson, 1999). With such a large variety of shows available on television at all hours of the day, it is no wonder that children do not feel encouraged or motivated to leave the couch and the television.
The changes in income has also allowed parents to afford more non-necessities for the children such as the latest electronic gadgets like iPods, iPhones, laptops and computers, portable playstations and etc. This will further create a generation who is only willing to move their fingers and not their bodies. Santrock (2010) as cited in Rey-Lopez & others, 2008) states that the level of time spent on the television and surfing the internet outweighs everything else including sleep.
The changes in the current lifestyle have resulted in less physical activity among children and adults and have rather increased the calorie intake (Miller et al., 2004). A survey was conducted by the U.S. Department of Health & Human Services (2002) the chart showed that there was an increasing trend of physical inactivity yearly amongst children between ages 9 to 12 while there is a yearly increase of obese children. “The child’s life should be centred on activities, not meals” (Fahley, Insel & Roth, 2011 as cited in Bolen, 2011)
Past studies have also proven that in certain situations obesity is not just the product the factor of unhealthy consumption of food but also other contributing factors like biological causes and the lack of physical activity amongst children (Miller, Rosenbloom & Silverstein, 2004). Accounting for the contributing factors of obesity it is becoming clear to researchers that biological genes and background of each individual will come into play as well (Miller et al., 2004).
Problem Statement
The temptation and allurement of the television has entrapped many besides children. Recent reports shows a 23 year old that died in an internet café after spending long hours playing an online game (Taipei Times, 2012). The official cause of death is that the young man had a cardiac arrest due to sleep deprivation, exhaustion and the cold temperature in the room that he was in. The list goes on and now even the children are in danger of such an outcome.
Excessive television viewing can foster an addiction that can very well damage the health of the community. Obesity is the first symptom of the negative implications of excessive television viewing and usage of the internet. The variety of channels on the television has also encouraged children to spend more time indoors. Santrock (2010) as cited in Rey-Lopez & others, 2008) states that the decline for exercise rates decline as the child progresses into adolescence and also because of the increasing time they spend in front of the television, internet or even their mobile phones.
Purpose of the Content
Obesity is an alarming epidemic in any country. The National Health and Morbidity Survey in 2006 showed that two out of every five adults or 43%, were either overweight or obese and an alarming situation where the number of obese adults had more than tripled over a decade, from 4% in 1996 to 14% in 2006 (The Star Online, 2010). Hence it is important to study the trends of obesity and overweight issues varies among different genders, age and also other environmental factors. Another reason for this study is to ascertain the depths of the addiction of Malaysians to the television and the internet. This will also help create national health memos and standards to ensure the good health of the community.
Review of Content
Past research has shown significant correlation between television viewing and obesity amongst children. As mention in Robinson (1999) and Santrock (2010) the main reason for obesity is due to the fact children are physically inactive and also due to the fact of their consumption of unhealthy food. The cause of physical inactivity can be accounted for the fact that children now spend far too much time daily on the television and also the internet. As for the increasing consumption of healthy foods can be accounted to the fact of increased food advertising on the television which contains most of unhealthy food advertising that has affected the child’s preference for unhealthy food Dickinson (2000).
Research Questions
1) What are the main contributors to child obesity?
2) How can television viewing among children be moderated in terms of hours of viewing and content of the programmes?
3) What are the negative impact of addiction towards the television and the internet and also what are the outcomes of obesity among children?
4) What role can teachers, parents and also the government take in preventing the increase of child obesity?
References
Hastings, Stead, McDermott, Forsyth, MacKintosh, Rayner, Godfrey, Caraher &
Angus. (2003) Review Research on The Effects of Food Promotion to Children. Retrieved January 19, 2011 from the world wide web http://www.food.gov.uk/multimedia/pdfs /foodpromotiontochildren1.pdf
Ambler, T. (2004) Does the UK promotion of food and drink to children contribute to
their obesity? Centre for Marketing Working Paper. Retrieved January 25,
2011, from the world wide web
http://www.aeforum.org/aeforum.nsf/4d479fea4b7efbb880256c
5100355eb8/6aabf5888e03c33d80257315003ed8b5/$FILE/Amber%202004%
20-%20Does%20the%20UK%20promotion%20of%
20food%20and%20drink%20to%20children%20contribute%20to%20obesity.
Miller, Rosenbloom & Silverstein. (2004) Childhood Obesity. Retrieved January 19,
2011, from the world wide web
http://jcem.endojournals.org/cgi/reprint/89/9/4211
Robinson (1999) Reducing Children's Television Viewing to Prevent Obesity (A
Randomized Controlled Trial) Retrieved 9 March, 2011, from the world wide
Web http://jama.ama-assn.org/content/282/16/1561.full
Santrock, J.W. (2008). Life Span Develo pment (11th ed). Mc-Graw Hill: NY
Cheng S.T. & Wu P. H. (2012) Gamers ignore corpse in Internet café. Taipei
Times. Retrieved 7 February, 2011, from the World Wide Web:
http://www.taipeitimes.com/News/front/archives/2012/02/04/2003524636
Samy F.A. (2010). Malaysians getting obese - by eating too heavily at night. The Star
Online. Retrieved 7 February, 2011, from the World Wide Web:
http://thestar.com.my/news/story.asp?sec=nation&file=/2010/4/11/nation/6034
589
Exercise 1
How does audience equal profit?
Mass media audience?
Demographic?
Psychographic?
Demographic?
Psychographic?
Distribution system?
The students can use online resources or collect information from class members.
Analysis: social, technological, economical, political, educational, Demographic
The students can use online resources or collect information from class members.
Analysis: social, technological, economical, political, educational, Demographic
_________________________________________________________________
Media
Television (Astro – Pay TV)
Mass media audience
A wide range of audience ranging from children to teenagers to young adults to adults to senior citizens. Television is a media that caters to almost everyone’s needs with a wide variety of content. Astro has over 198 different channels made available to its subscribers. As of 2011, Astro has about 3 million plus viewers and about 555,000 subscribers.
Demographics
28.3 million (2010)
28.48 million (2011)
Distribution by Ethnic Group
Age Structure
Marital Status
Religion
Households with televisions
Households with Pay TV subscription
Income
Above average
Psychographics
Interest – sports, news, music, movies, entertainment, tech, history, general knowledge
Age – ranges from children till senior citizens
Lifestyle – what time you watch the television, what programmes you would watch based on your personal belief system, where you watch it
Personality – watching programmes or channels or genres based on personal characteristics of the viewer
Distribution system
Astro has authorised dealers located in nearly every city in every state. Subcription can be done directly with Astro through the web or through calling their 1800 telephone line.
Analysis
Social
Astro has channels that caters for any individual with different preference of genres and it has a wide variety of family programmes. Television viewing can be quite a family affair especially after dinner time. It also creates a common ground of interaction for different people who watch the same television programme.
Technological
Astro has progressed over the years and it has recently started it High Definition (HD) packages called Astro Beyond.
Economical
Astro sells its products through packages of channels at bulk prices. Prices vary depending on the number of packages and type of package chosen.
Political
Astro has various international news channels as well as local news programmes that adheres to the political aspect of the country covering various issues.
Educational
Astro has educational channels like National Geographic and the History channel for all ages and also channels like TVIQ that airs educational programmes and segments for children.
Demographic
Astro has a wide array of channel that caters to a wide range of audience with different preference and needs. It is not an age specific medium and product.
References
Department of Statistics, Malaysia (2011). Communication & Multimedia – Pocket Book of
Statistics, 2011 Q1. Retrieved on February 03, 2012 from the World Wide Web: http://www.skmm.gov.my/Attachment/Resources/SKMMQ1_2011_ENG01.pdf
Department of Statistics, Malaysia (2010). POPULATION AND HOUSING CENSUS,
MALAYSIA 2010 (2010 CENSUS) Retrieved on February 03, 2012 from the
World Wide Web: http://www.statistics.gov.my/portal/index.php?option=com_
content&view=article&id=1215&Itemid=89&lang=en
Astro Official Website. (2011). About Astro. Retrieved on February 03, 2012 from the
World Wide Web: http://www.astro.com.my/portal/about-astro
Exercise 2
Audience & The Media
1) Make a list of (radio stations and television channels) available in Malaysia (hot fm, hits fm...)
2) Identify audience demographic appropriate and psychographic appropriate for all the above.
3) Present in class week 2 tutorial.
Radio Stations
Source: Bates Pan Gulf Group
| Wave 1 2011 Overall Ranking | Participating Channels | Average Weekly Reach Audience | |||
| Wave 2 2010 | Wave 1 2011 | ||||
| ('000) | % | ('000) | % | ||
| 1 | SINAR | 4,216 | 24.6 | 4,195 | 24.2 |
| 2 | ERA | 4,150 | 24.3 | 3,958 | 22.8 |
| 3 | hotfm | 3,546 | 20.7 | 3,452 | 19.9 |
| 4 | THR | 3,303 | 19.3 | 3,402 | 19.6 |
| 5 | MY FM | 2,029 | 11.9 | 2,070 | 11.9 |
| 6 | Suria fm | 1,881 | 11.0 | 2,001 | 11.5 |
| 7 | hitz.fm | 1,577 | 9.2 | 1,575 | 9.1 |
| 8 | 988 | 1,545 | 9.0 | 1,540 | 8.9 |
| 9 | Muzikfm | 1,081 | 6.3 | 1,170 | 6.7 |
| 10 | Klasik nasional | 1,264 | 7.4 | 1,140 | 6.6 |
| 11 | IKIM | 786 | 4.6 | 852 | 4.9 |
| 12 | Minnal fm | 720 | 4.2 | 739 | 4.3 |
| 13 | KELANTANfm | 863 | 5.0 | 727 | 4.2 |
| 14 | one FM | 623 | 3.6 | 692 | 4.0 |
| 15 | KEDAHfm | 819 | 4.8 | 675 | 3.9 |
| 16 | Fly FM | 728 | 4.3 | 590 | 3.4 |
| 17 | MIX FM | 451 | 2.6 | 523 | 3.0 |
| 18 | aifm | 524 | 3.1 | 497 | 2.9 |
| 19 | LITEFM | 364 | 2.1 | 366 | 2.1 |
| 20 | TERENGGANUfm | 232 | 1.4 | 308 | 1.8 |
| 21 | Red FM | 218 | 1.3 | 282 | 1.6 |
| 23 | PERAKfm | 343 | 2.0 | 266 | 1.5 |
| 22 | MUTIARAfm | 199 | 1.2 | 256 | 1.5 |
| 24 | MELAKAfm | 146 | 0.9 | 226 | 1.3 |
| 25 | JOHORfm | 126 | 0.7 | 224 | 1.3 |
| 26 | NEGERIfm | 124 | 0.7 | 165 | 1.0 |
| 28 | PAHANGfm | 209 | 1.2 | 158 | 0.9 |
| 27 | KLfm | 153 | 0.9 | 149 | 0.9 |
| 29 | TraXXfm | 76 | 0.4 | 111 | 0.6 |
| 30 | Asyikfm | 130 | 0.8 | 95 | 0.5 |
| 31 | PERLISfm | 115 | 0.7 | 77 | 0.4 |
| 33 | XFM | 221 | 1.3 | 73 | 0.4 |
| 32 | SELANGORfm | 88 | 0.5 | 61 | 0.4 |
| 34 | LANGKAWIfm | 49 | 0.3 | 54 | 0.3 |
Source: Nielsen Radio Audience Measurement (RAM)
BM Channels
Reach 55.2% of all people aged 10+ in Peninsular Malaysia weekly.
SINAR (top BM channel) - 4.2 million listeners (24.2%)
ERA (second) - 3.96 million audience (22.8%)
hotfm (third) - 3.45 million (19.9%)
Suriafm (fourth and at sixth place overall) - 2 million listeners (11.5%)
Muzikfm - 1.17 million (6.7%)
Klasik nasional - 1.14 million listeners (6.6%)
IKIM - 852,000 listeners (4.9%)
| Radio Station | Demographic | Psychographic |
| SINAR | Malay audience | Interest, entertainment |
| ERA | Malay audience, younger generation | Entertainment, pop, lifestyle |
| hotfm | Malay audience, young adults, below age 40 | Lifestyle, tech savy, interest, entertainment |
| Suriafm | Malay audience, adults | Adult contemporary, pop, entertainment |
| Muzikfm | Malay audience | Adult contemporary, electronic-dance, techno music |
| Klasik nasional | Malay audience, older generation | Malay classics, interest |
| IKIM | Malay audience, adults, older generation, religious individuals | Religious, interest |
Chinese Channels
MY FM - 2.07 million listeners (11.9%)
988 records - 1.54 million listeners (8.9%)
one FM - 692,000 listeners (4%)
aifm’s - 497,000 listeners (2.9%)
| Radio Station | Demographic | Psychographic |
| MY FM | Chinese audience, younger generation | Interest, entertainment, pop, lifestyle |
| 988 records | Chinese audience, young adults | Entertainment, adult contemporary |
| one FM | Chinese audience, young adults, below age 40 | Lifestyle, adult contemporary, Asian music, interest, entertainment |
| aifm’s | Chinese audience, adults | Adult contemporary, entertainment |
English Channels
hitz.fm - 1.58 million listeners (9.1%)
Fly Fm - 590,000 listeners (3.4%)
MIX FM - 523,000 listeners (3%)
LITE FM - 366,000 listeners (2.1%)
TraXXfm - 111,000 listeners (0.6%)
| Radio Station | Demographic | Psychographic |
| hitz.fm | English speaking audience, younger generation | Interest, entertainment news, pop, lifestyle, tech savy, fashion |
| Fly Fm | English speaking audience, younger generation | Entertainment, pop, interest |
| MIX FM | English speaking audience, young adults, below age 40 | Lifestyle, adult contemporary, interest, entertainment |
| LITE FM | English speaking audience, adults, age 28 above | Adult contemporary, oldies, entertainment |
| TraXXfm | English speaking audience, young adults | Adult contemporary, pop, entertainment |
Bi-lingual channels - THR Raaga/THR Gegar, which continues to rank fourth overall, has attracted a weekly audience of 3.4 million (19.6%). Red FM enjoys an increase of weekly listeners to 282,000 (1.6%).
Television Channels
Source: Bates Pan Gulf Group
Sources : Media Planning Guide 2011 - Advertising Media Planning (7th ed.)
Astro Channels
| Channel | Language | Estimated Average Monthly Reach/Ratings 000s | Demographic | Psychographic |
| Prima | Malay | 5029 | Malay audience | Family programmes, dramas, news, entertainment, lifestyle |
| Ria | Malay | 5564 | Malay audience | Family programmes, interest, entertainment, lifestyle |
| Star Sports | English | 2077 | English speaking audience | Sports, interest, commentaries and statistics |
| Smv | English | 1371 | English speaking audience | English movies, European movies (french) |
| TLC | English | 1884 | English speaking audience | Travel, culture, food |
| TVIQ | English | 1378 | English speaking audience, mostly children below 10 years old | Children programmes, fun and learning, cartoons |
| TVBS | Chinese | 876 | Chinese audience, adults above age 28 | News, entertainment, forums, interests, finance segments, drama, movies, Asian content (Taiwan and China) |
| WATV | Chinese | 700 | Chinese audience | China segments and content, news, movies, entertainment, drama |
| WLT | Chinese | 1235 | Chinese audience | News, entertainment, forums, interests, finance segments, HK drama, music, movies |
| XHE | Chinese | 1067 | Chinese audience | China segments and content, news, entertainment, drama |
| Sun TV | Tamil | 1226 | Indian audiences | Interest, news, entertainment, dramas, forums, live shows, music, movies |
| Vaan | Tamil | 1410 | Indian audiences | Interest, news, entertainment, dramas, music |
| ZEE | Hindi | 3185 | Indian audiences | Interest, news, entertainment, dramas, live shows, music, movies |
FTA (free-to-air) Channels
| Channel | Language | Estimated Average Monthly Reach/Ratings 000s | Demographic | Psychographic |
| TV1 | Multi | 11636 | Mostly Malay audience | Family programmes, dramas, news, entertainment, lifestyle, local productions |
| TV2 | Multi | 14448 | Mostly Malay audience | Family programmes, interest, entertainment, lifestyle, news, dramas, local productions |
| TV3 | Multi | 15097 | Malay audience, English speaking audience | Family programmes, interest, entertainment, lifestyle, drama, culture, news, local productions |
| NTV7 | Multi | 11356 | Children and teenagers, young adults | Cartoons, family programmes, news, dramas, entertainment, lifestyle, local productions |
| 8TV | Multi | 7851 | Chinese audience, English speaking audience, younger generation | Music, drama, movies, news, entertainment, lifestyle, tech savy, local productions |
| TV9 | Multi | 10712 | Mostly Malay audience | Religious programmes, news, interest, drama, local productions |
References
Balnaves M., Donald S.H., Shoesmith B. (2010). Malaysia – Radio. Media Theories and
Approaches: A Global Perspective. Retrieved on February 2, 2012 from the World Wide
Web: http://www.palgrave.com/culturalmedia/balnaves/atlas/Malaysia/radio.html
Balnaves M., Donald S.H., Shoesmith B. (2010). Malaysia – Ownership and Control. Media
Theories and Approaches: A Global Perspective. Retrieved on February 2, 2012 from the
World Wide Web:
http://www.palgrave.com/culturalmedia/balnaves/atlas/Malaysia/Control.html
Chen S.Y. - The Nielsen Company (2011). Radio Listeners Tune in Almost 25 Hours in an
Average Week - The Highest Average Time Spent Listening in 5 Years. Retrieved on
February 2, 2012 from the World Wide Web:
http://www.acnielsen.com.my/site/20110519.shtml
Scissors, J. Z. & Barren, R. B. (2010). Advertising Media Planning (7th ed.). New York:
McGraw-Hill
TuneIn.com List of Local Radio Stations. Retrieved on February 2, 2012 from the World Wide
Web: http://tunein.com/radio/Kuala-Lumpur-Malaysia-r100953/?qlc=1
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