Reece Walsh – MND

Unit: Understanding the Creative Media Sector

Title: The Media Case Study

Prepared for: Simon Maher

Deadline: 15th Of December

Scenario:

You can been contracted by a new media operation to compile a study of the local

Media industry. This study, in report form, will form the basis of the companies entry

into the Irish media market for the first time. The contractor is seeking information on

the local media structure, rules, regulations and laws as well as details of

employment legislation and the availability of qualified staff.

Specific tasks:

1) Give details of the media outlets operating in a chosen area including TV,

Radio, Press and online as well as the major marketing and advertising

agencies

Radio outlets operating in Dublin.

•RTE radio one:

•This radio station is targeted at people over the age of 30 as its mainly talk shows

and debates. It is based in the RTE headquarters in Donnydrook, Dublin.

•FM104:

•This Dublin based station is known for its night time talk show along with its

fantastic music.

•Newstalk

This is news station is circulated mainly around news headline and talk shows. Music

wouldn’t be a big factor in the station.

•Spin 1038

This station is aimed at 14-30 year olds, playing young and pop music. The station

also focuses on celebrity entertainment.

•98FM

98FM focuses on great music and entertainment for its audience which is aimed at

people aged between 20-40.

•Q102

This particular station is based around love and relaxing. It’s best known for slow

songs and for its drive home show “The love zone”.

•Today Fm

TodayFm is an Irish commercial FM radio station which is available nationally and

carries a mix of music and talk. Purchased by Denis O’Briens Communicorp in 2007.

•Classic hits 4FM

Classic hits 4FM is an Irish radio station. It is an independent multi-region station

broadcasting to Dublin, Cork, Limerick and Galway.

•RTE lyric FM

RTE lyric FM is based in Dublin and broadcasts nationwide. The station has high

ratings in Dublin.

•Sunshine 106.8

This radio station is based in Dublin, Ireland for 35 years and over. It is licenced by

the Broadcasting Authority of Ireland (BAI), as a commercial FM broadcaster.

• Radio Nova 100FM

This radio station is licensed by the broadcasting Authority of Ireland, based in

Dublin. It was launched on the 1st of September 2010.

•Dublin listenership reach graph

This graph represents popular stations in Dublin and there ratings in viewers from

the year 2009 to 2007. It’s quite clear which stations have good ratings.

• TV outlets in Dublin.

1) RTE ONE

RTE is the main broadcaster station for Ireland. The television studios are located in

Donnybrook in Dublin.

2) RTE TWO

RTÉ2 is a free-to-air general entertainment channel operated by Irish national

broadcaster Raidió Teilifís Éireann.

3) TV3

Tv3 is television broadcasting station based in Dublin. TV3 studios are based in

Ballymount Dublin.

4)

Setanta Ireland is a broadcasting station which broadcasts sports across Ireland.

5) BE3

Be3 is the sister of the channel TV3. It broadcasts sport, entertainment and news.

7) Euro sport 1

8) RTEjr

RTE Junior is a television channel aimed at young children, providing tv shows for

the youth for Ireland. It owned by Irelands leading broadcaster, RTE.

• Press and online

1) The Irish Times

The Irish Times is an Irish daily broadsheet newspaper launched on 29 March 1859.

The editor is Paul O'Neill who succeeded Kevin O'Sullivan on 5 April 2017

2) The Irish Independent

The Irish independent is Ireland’s largest selling daily newspaper. It covers news

stories such as entertainment, News and Sport.

3) The evening Herald

The evening Herald is a nationwide mid-market tabloid newspaper headquartered in

Dublin, Ireland and published by Independent News & Media

4) The Irish Daily Mail

The Irish Daily Mail is a newspaper published in Ireland and Northern Ireland by

DMG Media. The paper was launched in February 2006.

5) The Irish Daily Mail

The Irish Daily Mirror is one of the many publications based in Ireland that publishes

media online and print.

6) The Irish examiner

The Irish examiner is an Irish news publication that publishes media print and online.

7) The Evening Echo

The echo is a newspaper hub based in Tallaght, Dublin. It is a publication with

publishes newspapers and online.

The graph above shows the demand for newspapers. It is clear from the graph that

some years were popular than others and certain days with particular times are most

popular. The graph helps and shows how newspapers are on demand in today’s

society.

The Major Marketing and Advertising agencies:

•Communicorp: Communicorp is a media company comprising commercial media

brands including radio stations such as Newstalk, 98FM, TodayFM and Spin1038.

The stations and media company are based in Dublin. The company was founded by

Denis ’O Brien. It employs more than 1,000 people across four countries with its

headquarters in Dublin.

•Irish International: This media company is a brand marketing and communications

company and a member of BBOD Worldwide with a presence in different countries.

The company has clients such as Bank of Ireland, UPC, Mars , Electric Ireland and

much more. The company employs around 83 people and takes in over 80 million a

year in profit.

•Loyalty build is a loyalty marketing company with headquarters in Ireland. It started

in the year 1999 and since then the company has partners with various companies to

manage, create and deliver customer loyalty programmes that would help build

businesses brands. It employs around 119 people and has a turnover of 29.7 million

euro a year.

•The Irish Daily star: This media company is partnered with independent news and

media, along with media and express newspapers. It employs around 56 employees.

•RTE: RTE is the state owned public service broadcaster. It is a non-profit making

organisation which receives some of its income from its television Licence fees. It

has a large media audience and a large marketing organisation. RTE employs more

than 1000 people.

Task 2)

Give an overview of ownership within sector taking into account Private ownership,

State ownership, Market Consolidation, Major cross-media operations. Give details

of regulation within the sector both voluntary and statutory.

1) Private Ownership: Private owned is when a business is not owned by a state

or Government or a public body. Private ownership is when the business is

privately owned and is not apart or owned by the Government.

These are radio stations as examples,

- Classic Hits 4Fm

- Clare FM

- Athlone Community Radio

- C103/ Corks 96FM.

2) State ownership: State ownership is when a company is owned by a state or

Government. The company is invested the company. State ownership is when

the company is not privately owned.

An example of media state owned companies is Independent News and Media

(INM). This is an organisation based in Dublin which owns 4 national dailies, three

Sunday newspapers and 13 weekly regional newspapers. It is privately owned and

produces a large revenue each year.

Radio Telifis Eireann (RTE) and Communicorp dominate the national radio

broadcasting sector. Communicorp. Communicorp Group Ltd., is Ireland’s premier

media company and the home of some of Europe’s leading commercial media

brands. Communicorp owns and operates a portfolio of media channels with a strong

focus on commercial radio and emerging digital media. Stations such as 98FM ,

Spin 1038, Spin South west, TodayFm and more.

3) Market Consolidation: Market consolidation is when a company is dominated

by a small number of firms. This is where individuals or organisations which

controls the increasing shares of the mass media.

4) Cross Media Marketing: Businesses must invest time and money in marketing

their businesses and promoting and services. Cross media marketing is a

strategy used by businesses owners to market a business using various types

of media. Owners may use all of media types individually or combine several

mediums to create a great marketing campaign. Social media also plays a

major part in marketing as companies can advertise their services and

products on social media sites.

Examples: Facebook, Twitter, Instagram, Snapchat.

Task 3)

Summarise the laws regarding Defamation in Ireland. Discuss the provisions in law

and in broadcast regulation with regard to gender balance, political impartiality and

religion.

Defamation: The tort of defamation involves the publication of a “defamaorty

statement”. This is defined as a “statement” that tends to injure a someones

reputation in the eyes of the reasonable members in today’s society.

In other words, it is the action of damaging the good reputation of someone; slander

or libel.

Defamation is one of the most serious dangers facing journalists and publishers today. Eighty per cent of all defamation actions are brought against the media – and a libel action can bankrupt a small newspaper or radio station

The defences of defamation are truth, Absolute privilege, qualified privilege, honest

opinions, fair and reasonable publication on a matter of public interest.

The remedies in Defamation:

The remedies that are included in defamation are compensation, defamation order,

correction order and prohibitory order.

There are also defamation awards which are,

- Aggravated damages which are the special and highly exceptional damages on a

defendant by a court

- Punitive damages which are damages intended to inform or enter the defendant.

- Special damages are which are economic losses such as loss of earnings,property

damage and medical expenses and general damages.

Provision of law:

The provision of law is the legal clause or condition within a contract that requires

one or more political parties to take part in a task during a specific date and time.

The provision of law is providing information with a particular matter.

The broadcast reputation in Ireland:

The field of law that pertains to broadcasting. These laws and regulations apply to

certain radio stations and TV stations.

These include special services such as cable TV, cable radio and satellite television

and radio.

It can also be extended to other networks.

Gender Balance:

Gender balance is known as sexual equality. Basically, everyone is equal. No

individual is singled out due to their gender. Everyone is included and no one is

discriminated for who they are. Broadcasting regulations accept this and make sure

that gender balance is active in Irish television and radio stations.

Political Impartiality:

Political means neutrally, independence, objectivity, fairness and balance. It serves

the public when it is determined by the democratically elected Government give their

say. They are bias to any political party.

Task 4) Discuss the roles which are required for the efficient operation of businesses

within the broad media sphere. Focus on either Radio, TV, Print or advertising and

provide specific details of roles and qualifications:

The business I have chosen for this task is Television as I am aware of the many

roles and qualifications required for this business.

Television:

•Television director: A television director directs the activities and movements

involved in making a television programme.

• Television location manager: This person is responsible for locating an area for the

filming process which is either a studio or in various locations depending on the

production and content. This individual is responsible for obtaining all fire, police and

other Government permits. It is an important role in this business.

•Television floor manager: This role is when the person is in charge of the

production. This person manages the studio floor where all the filming action takes

place, they give orders and instructions.

•Television producer: This is an interesting role. This role consists of overseeing the

aspects of television. The role includes duties such as,

-selecting scripts

-Co-ordinating various aspects of film production

-Directing

-Editing.

•Casting Director: Selects your cast and actors for your filming production.

•Costumer designer: They select the clothes the presenters or actors will be wearing

on television or filming.

•Television researcher: Researching the project ahead of shooting time to increase

the truth and factual content. They look up background information needed for the

production, off screen and on screen.

•Set designer: This person designs the set to standard. They design the set in

relation to the production. Whatever the production is, they design it for the

production whether it is live or pre-recorded production.

•Writer: The writer decides the content of the production and scripts. They choose

what is going to be said and what’s not going to be said. They are a major element

towards the production team as they write the content for the production.

•Actors/Presenter: These are the people in front of the camera who showcase the

confidence and speak. They create the show with their communication skills. Their

face is on camera and they need to be super confident as everyone see everything

on camera.