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DESCRIPTION
Broadcasters who want to work successfully in the new diverse environment – and to find new audiences – need to know where they stand and how they are performing. CADA™ – Content Analysis Database Application – is DiversiPro’s evolutionary, diagnostic and planning tool. DiversiPro’s proprietary software, CADA™, provides fast, accurate benchmarking in a form that is easy to understand. CADA is Flexible and Adaptable• Using CADA analysis, companies identify strengths, gaps and opportunities in their radio or television broadcasts. • Producers and managers can play back selections indicated by the data for review or for training purposes. CADA™ can be used effectively for individual programs, program series or the output of an entire network. • CADA™ analysis is solution-oriented and not intended as an academic exercise or a regulatory intrusion.Benchmarking and MeasurementThe most important benchmark for media companies is what the audience sees and hears. With the capability of monitoring and analyzing program content, CADA™ is a mirror through which program managers can review their own practices in order to better meet audience expectations. When DiversiPro developed CADA™ 10 years ago, it was a revolutionary research system providing a sensible way to sample diversity in news and information programs. Searching for a rapid, accurate, easy-to- use system, we found we could also bridge the gap between quantitative and qualitative analysis. Over the years, CADA™ has continued to break new ground, and has evolved into a customizable tool to meet the varying needs of our clients. We are pleased with the results, and so are the people and the programs we have worked with.DiversiPro has been able to put information into the hands of program makers and executives to help them understand the evolving demographic realities of their audiences and the effect on their on-air programs. CADA™ can be used to point out what’s working and spotlight best practices in their own and other programs.With CADA™ analysis as a starting point, we have seen a steady increase in diversity in both regional and network programs that we have worked with, based largely on ideas (some of them simple, obvious and wonderfully effective) that program staff have generated themselves.TRANSCRIPT
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CADA™Content Analysis Database
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CADA Content Analysis Software
“What the audience hears and sees”
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Are We There Yet ?
Ethnicity, Gender
Culture/Religion
Ability/Disability
Sexual Orientation
Age
Compare content with demographics ?
Review both the quality and quantity of coverage ?
Know what programs to develop or change ?
Discuss the issues with staff ?
How do you How do you track
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What Viewers
See & Hear
• Ethnicity
• Gender
• Culture/Religion
• Ability/Disability
• Sexual Preference
• Age
Appearances
Roles
Story Types
Demographics
CADATM Content Analysis :
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CADA™ compiles data input on
Numbers of appearances by:
• ethnicity,
• culture,
• age
• gender,
• sexual preference
• ability or disability.
Each appearance by
Role in the story
Type of story
Location of story
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CADA™ (Content Analysis Database Application)
• Digitized playback of the radio or television program.
• Playback controls on screen.
• Data collection on-screen
• Drop-down menus and custom “pick lists.”
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Drop down ‘pick lists’ speed coding
Pick lists quickly customized for specific projects
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Story Type Examples
Issue : Social
Issue: Legal
Labour
Other
Politics
Promo
Science/Technology
Sports
Traffic
War
weather
Accident
Business
Consumer
Crime
Economy
Education
Entertainment
Feature
Fire
Health
Inspiration/Positive
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Each pick list can be changed or edited preferably when the project is set up
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CADA™ Analysis is Automatic
Graphs are available
immediately and at any
time
Graphs are available
immediately and at any
time
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Data is automatically compared to census data, demographic profiles or previous content analysis
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Content and Demographic Analysis
Graphics easily used in Reports
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CADA Benefits
• Flexible and Adaptable
• Immediate Graphic Results
• Identify strengths, gaps and opportunities
• Video examples easily replayed for discussion
• Individuals, groups, subjects can be timed.