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The Development of Broadcast Technology and Policy, Audience Viewing Trends and Measurement Methods Throughout the History of Television in Canada

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The Development of Broadcast Technology and Policy, Audience Viewing Trends and Measurement Methods Throughout the History of Television in Canada From bunny ears to smart phones: The development of broadcast technology and policy, audience viewing trends and measurement methods throughout the history of television in Canada Hanako Alexandra Smith Image Source: Nielsen, 2013 University of Tampere School of Communication, Media and Theatre Department of Journalism and Mass Communication M.SSc. thesis Supervisors: Prof. Gregory Lowe & Dr. Philip Savage May 2015 1 University of Tampere School of Communication, Media and Theatre Department of Journalism and Mass Communication Smith, Hanako: From bunny ears to smart phones: The development of broadcast technology and policy, audience viewing trends and measurement methods throughout the history of television in Canada M.SSc. thesis, 89 pages, 21 index and appendix pages May 2015 Abstract The following thesis explores how television content production, distribution, consumption, and audience measurement trends developed over time, and focuses on how content producers have strategized to capitalize on these trends. The objective of this thesis is to examine opportunities for new audience measurement systems that integrate digital forms of audience interaction and engagement with traditional television ratings systems, in hopes of providing producers and advertisers with a new form of ratings ‘currency,’ or rather, a new standardized measurement system. This thesis examines the particular example of television broadcasting in Canada, including three case studies which break down the entire timeline of television broadcasting in Canada into three distinct periods: Analogue, Digital, and Digital Interactive. Each case study summarizes the period's broadcasting policy developments, broadcast distribution and viewing technology innovations, audience viewing trends, and audience measurement tactics. Additionally, each case study highlights interviews from two key informants associated with a significant televised talent show as an example of content production from the time period. This thesis concludes that while the Canadian television and media industry has already recognized the audience's desire to have content available any time, any place, and on any platform, third party audience measurement systems have yet to catch up. Implications of these discoveries are discussed in the conclusion, along with suggestions for further study. Finally, the author suggests a framework for developing audience measurement systems for the Digital Interactive broadcasting period. Key words and terms: M.SSc. thesis, media, cross platform, engagement, interactivity, television broadcasting, audience trends, audience measurement, content production. 2 Contents Page Abstract...........................................................................................................................................................2 Acknowledgements.........................................................................................................................................4 1. Introduction ................................................................................................................................................5 Overview ..........................................................................................................................................................5 Definitions........................................................................................................................................................6 Interactivity .................................................................................................................................................6 Engagement.................................................................................................................................................6 Content Value..............................................................................................................................................6 Basis of Research .............................................................................................................................................7 Research Objectives .........................................................................................................................................8 Personal Interest Statement ..............................................................................................................................9 2. Theoretical Framework .............................................................................................................................9 Content Value...................................................................................................................................................9 Overview and definition..............................................................................................................................9 Content value for public service and commercial broadcasting ...............................................................10 Influences on Content Value..........................................................................................................................12 Media economics.......................................................................................................................................12 Audience interaction, interactivity, and engagement................................................................................13 Measuring Content Value...............................................................................................................................26 Time currency ...........................................................................................................................................26 Monetary currency ....................................................................................................................................27 Ratings currency........................................................................................................................................28 Theoretical Framework Summary..................................................................................................................32 The importance of audience engagement..................................................................................................32 The importance of historical perspective ..................................................................................................33 3. Research Design........................................................................................................................................34 Research questions .........................................................................................................................................34 Methodological Approach..............................................................................................................................37 Case Selection ................................................................................................................................................37 Data Collection...............................................................................................................................................39 Interviews..................................................................................................................................................39 Documentation ..........................................................................................................................................43 Archival records ........................................................................................................................................44 Analysis..........................................................................................................................................................44 4. Findings.....................................................................................................................................................46 Case study one: Broadcasting in the analogue period....................................................................................46 Canadian broadcast policy development...................................................................................................46 Broadcast technology development and Canadian market penetration ....................................................48 Broadcast viewing trends in the analogue period......................................................................................49 Audience measurement .............................................................................................................................50 Tiny Talent Time as an example of content production in the analogue period........................................51 Summary of the analogue broadcasting period.........................................................................................54 Case study two: Broadcasting in the digital period........................................................................................55 Broadcast technology development and Canadian market penetration ....................................................56 Broadcast viewing trends and telecommunications usage statistics .........................................................57 Audience Measurement.............................................................................................................................58 Canadian telecommunications
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