Archive for January, 2013

Here our HND Media class did an exercise mock interview for a talk show. Vicky Grant, Garreth Skinner, and Pete Bendoris were our subjects for this demonstration. All of them set up the white curtain background for this interview as well as get comfy chairs and flowers for the table to add effect. Bradley Raiser is shown on the ladder correctly adjusting our lighting for this task. He is wearing thick gloves to avoid burning himself on the hot light while Sam Shannon is stabilizing the ladder. We decided to use a blue lighting gel to one of our background lights to add effect to the curtain background. This made the set look really nice and somewhat professional. I was operating the second camera out of three, while Emily Benham was on the first one and San Shannon was on the third. Each of us at different angles to cut from ones shot to the next. Craig Ellis, Joey Lever, and  Andrew Miles were in charge of hooking these three camera to the vision mixer. Once on the screen we can look at all the shots together or just one at a time. If this was a real interview we would record it live and someone would be on the vision mixer cutting from shot to shot when applicable (Example: a single shot of Pete asking our interviewees a question then to a wide shot of all three of them responding to that question). The whole point of this exercise was to get us used to the studio setup and more familiar with what it entails. I learnt a lot about the a studio setup and am more comfortable working in that environment. The last time I had any practice in a studio was at my high school in 2007. I was in charge of the vision mixer and operating cameras for our schools news programme. I was a bit rusty before this so this was great  a great help getting me back in the swing of things.

exposure-triangleExposure is a very essential and crucial part of the film industry. Correctly exposing the camera is very important and can determine the feel wanted for certain scenes and either make or break the shot being recored. What determines exposure? There are three changeable settings that control exposure, Aperture, Shutter Speed, and ISO.

Aperture controls the opening in the diaphragm in the lens, which in turn
determines the amount of light that passes through the lens and to the aperturefilm itself. Aperture manages depth of field, or what is in focus to the
camera. Aperture is measured in F-Stops. The larger the number F-Stop, the smaller  the amount of light is let though the lens. Example F/2 has a great deal of light whereas F/16 has such a tiny amount of light which is allowed in. These F-Stops personify different stops of light.

Shutter Speed determines at what speed the diaphragm opens and closes, which controls how long the light will enter the lens for. The shutter speed is measured in fraction of seconds and allows you to adjust Broad-tailed-Hummingbird-in-flight-650x432
capturing things at different rates of movement. If your shutter speed is faster than the movement of the thing you’re recording than your image will be outstandingly sharp.  For example, if you’re filming a humming bird, take into account that its wings flap about 55 times a second. At the setting 1/30th the wings are unclear and indistinct but change the shutter speed setting to about 1/250th the wings are visible and crystal clear.


ISO settings controls how sensitive the cameras image sensor is to the
light that comes into the camera. The higher the ISO, the harder the image sensor works to form a picture but with of cost of a grainy low quality image called “noise”. The lower the ISO, the less the image sensor has to work, creating a clean high quality crisp image.

A Critical Review of the Development of Promo Practice, Codes and Conventions

Promotional Video Past and Present Comparative Presentation/Report.

You should write a Critical commentary of 1,000 words (Approx.) comparing/analysing promotional videos in terms of video production codes and conventions

Alternatively, this critical commentary could also be done as a voiceover of a newly edited video with comparative archive clips embedded or as an accompanying text/subtitles over/alongside existing video

Or, could be presented as a website: “How to create a Promotional Video”.

In all your evidence you should consider the following:

Codes and conventions: style, eg informational, pastiche, homage, parody, surreal, montage, talking heads, documentary; Content; form, eg promos, training, music, information and sales

Current practice: equipment; mediums, eg film, video, animation; techniques, eg recording, editing, effects; formats, eg file type, file size, compression; storage, eg files, disks, tapes.


A promotional video has a main purpose to supply information, either for a corporation, about a product, or a service being offered. There are many different forms of promotional videos, including training videos, music videos, informative health and safety announcements, promoting businesses, and publicizing products. Although there are several types of promotional videos out there, the aimed objective for them is all the same, simply to publicize, advertise, and further develop what’s being promoted. I will be analysing and comparing the codes and conventions in a couple of different promotional videos from the past and present.

This first promotional video is about the new invention from Motorola in United States around the 1980’s. Motorola publicizes one of the first ever mobile phones offered specifically for commercial use called “DynaTAC 8000x”. It was priced at $3995 and was later know as the brick phone. This video had intentions to promote Motorola’s new phone but its main focus was to inform people to utilize this amazing new revolution. This video is aimed at a wide range of people. Only about a few thousand people were using mobile phones around the time when this video was put together. It took over a decade for the market of mobile phones to kick into gear. To look back on this video now it seems a bit humorous to see how far we have come from this period. In this video Motorola has also advertised a car phone, which is a bit ironic because nowadays we need to use hands free devices when operating vehicles. This promotional video uses a voice over explaining the benefits of using mobile phones, all while showing visuals of hard working businessmen as well as people living laid back lives using this new gadget on the go. This phone was a massive symbol of wealth when it came out, just as a new sports car would be. Motorola mainly promoted it to powerful corporate figures that needed to take important calls while out of their office, but their long-term aim was to expand the usage of mobile phones to consumers.

Mobile phones have come a long way since 1983 and because they are more widespread now, Motorola’s main focus is to simply sell their products to consumers against their competitors. This is a more up to date promotional video by Motorola advertising their new 4G Droid RAZR M for the Verizon network in America. Unlike the previous promo video, this more recent advertisement uses a variety of different codes and conventions such as music, graphics, and Motorola’s company logo. The beginning starts out with some slow uplifting music and while artistically showing the performance of the RAZR M without actually showing the mobile phone itself. It creatively incorporates the visuals of the phone screen in the palms of people’s hands that are using it. It displays certain functions such as watching a movie on a rainy day, using the navigational map to assist travelers, cooking instructions, staying entertained by playing games, and shopping online while out and about. The mobile phone then appears for the first time in promo and a voice over states the make, model, and specifications of the phone being advertised. Fine print is then located at the bottom of the screen disclosing terms and conditions about mobile contracts. In the end of this promo, a small Motorola and Verizon Wireless logo fade in. Because this advertisement was designed for television it ends a bit abruptly, with no fade to black, it suddenly cuts off to start another advert. Personally I think it’s a really sufficient promotional video. Not only is this advert promoting Motorola’s product but they’re also promoting Verizon Wireless mobile service, as today most phones come locked with a specific company. If I were to make one suggestion for this video I would recommend for the logos at the end to be much larger. Logos are a very important part of marketing because consumers remember logos very well, which can increase sales dramatically.

I’m moving away from the advertisement side of promotion and focusing more on videos that promote information for safety and awareness. This next promotional video is again from the United States, from 1964. It is a council public service announcement from the Smokey the Bear Campaign. They incorporate footage from Walt Disney’s animation Bambi, which was made in 1942. They show the scene from Bambi where all the forest animals are trying to escape the flames from the burning woodland; they then integrate their animated character Smokey the Bear yelling “Fire! Fire! Run for your lives!” Fast, tension-building music plays until Smokey the Bear is in a burnt down graveyard of a forest. He then does a voice over giving informative tips to prevent dangerous forest fires. Smokey recommends snapping matches in half after using them, putting smoked cigarettes out properly, as well as correctly dousing campfires. He ends with his catch phrase “ Only you can prevent forest fires.”  I think this video was very well made and great for the time it was produced. It’s an impressive way to show the horrible repercussions caused by human-made forest fires. The catch phrase is excellent way of getting people to think differently and to not be careless when it comes to handling fires in the forest.

The final promo video is a more recent up-to-date public service announcement from Smokey the Bear made in 2009. The scene starts out with a couple in the wilderness. Soft and subtle music is played in the background. The gentleman asks his partner if she is “ready to go?” She replies that she is, but mentions that the campfire isn’t out. The camera smoothly pans as the gentleman glances at the campfire. He states that the fire is close enough to being put out. The camera then pans back to the woman but she is now a huge animated Smokey the Bear.  They use the woman voice over to explain, if the fire is too hot to touch it’s too hot to leave, and that it can potentially torch the whole neighborhood. It then shows a close up of the gentleman realizing he should act more responsibly when it come to fires and he basically says, okay, well we aren’t going anywhere until it’s put out properly. Then the final shot is of the man looking back at his partner to discover she is no longer Smokey the Bear anymore. It ends with a statistic of 9 out of 10 wildfires are caused by humans. Smokey the Bear then says his signature catch phrase “only you can prevent wildfires.” The one thing I would have to criticize would be that there are no titles or a company logo present at the end. This promo video is more modern than the previous Smokey the Bear video from 1964, unlike that one it uses recorded footage shot from a camera and an original scene, rather than animated footage from an already made movie. Overall I believe this is a clever way to catch the audience’s attention by catching them off guard because they’re not expecting the woman to turn into Smokey the Bear.

There are many types of promotional videos out there. They range in many different formats from television to online viewing. What they have in common is they all promote to a certain specific audience. Motorola first promoted to wealthy businessmen on the go, but now they’ve expanded promotion to anyone who uses mobile smart phones. The Smokey the Bear campaigns have always promoted safety awareness in America due to the high risk of dry forest fires. There are many different codes and conventions used for all the various types of promotional videos such as the editing techniques, video and audio transitions, music style, voice over’s, interviews, graphics, logos, and most importantly the selling point. A key thing a promotional video must do is stand out to the audience, so they will remember it. More straight forwardly, promotional videos advance the progress of the corporation, product, or service being offered. Promotion has been around for quite a while only until recently has it merged with video.

Criteria: 1.1

Critically Evaluate the Completed sequence/film: 

BMC Life In A Day Documentary

Critically reflect on your edit for film editing assesment Task 4.

The aim of this task is for you to critically analyse and reflect upon the success of the above task within the criteria of the editing styles and movements we have covered.

The evaluation would typically include:

  • Finished product: technical quality; aesthetic quality; suitability for purpose; compared withproduction specification; own contribution to product; team’s contribution; meeting deadline;client feedback; audience feedback
  • Production skills: technical competence; workflow and time management; productionmanagement; teamworking


For this assessment  task 5, I had to critically assess the video I did for task 4 in film editing, which is my BMC Life in a Day Documentary ( To get a critical evaluation, I had to get an outside view and opinion on my video, rather than just my own look on it . In class, we screened almost everyones Life in Day videos to evaluate and give feedback to one another about our own edits. After watching my Life in a Day, I had some encouraging yet critical feedback.

At the beginning of my video I start out with Jordan, Andrew, and Joey Skype calling each other at 2 minutes past midnight. I found this part the least exciting bit of the video because it’s just a lengthy minute and a half conversation which I thought that this would turn some viewers off. I was told that the cutting between the three of them talking, was a pleasant change of pace and good look from each one of their perspectives rather than just a single continuous shot. I was also told that the overall structure of the video was put together well. That each clip flowed into the next one, and there were no sudden stops or pauses that were present. Lastly I was told  that use of clocks throughout the video was a nice way to establish time; such as Joey’s clock hanging on the wall while he is cooking, and Jordan’s Computer as well as him using his ipod were all very helpful way to determine a good sense of time.

This brings me to the more critical aspects of my life in a day video. First off I was asked about the font I had chosen for the whole of my video. Well besides the red font I used for the question “what do you love?” I really didn’t have a good enough answer. The red font was chosen because most people associate the colour red with love, as for the beginning title and the ending credits, I really couldn’t tell you why I selected them. I thought my beginning title was a really nice fancy script lettering that resembled the victorian style font. I really only picked it because it I believe it just has more style from any other straight letters. The ending credits are just a typical font in Final Cut Pro and I just left them they way they were because I wanted them to be really legible to the audience. I was told told that any specific font you use gives the video a certain feel to it and should be kept consistent all through the video. Next is the audio thats in the video. My audio levels weren’t very stable and flowing as the could have been. Some of it was clearly audible, as some was quite soft. I was told that I got to double check all the audio levels to make sure it’s all consistent, to avoid the hassle of turning it up when it’s quiet and turning it down when it’s not. This brings be to the music I Choose and the reason I hand picked it. Again other example of me using it only because I’m really fond of the beat and syncing the video clips up with it. This is not necessarily a bad decision, but I was told to bear in mind that I sometimes should use music with connotation or symbolism behind the message I’m trying to deliver; Such as for the beginning waking up and getting ready montage I should took into consideration music about the morning such as the 90’s song, Every Morning by Sugar Ray. It would have connected better and brought a little more meaning behind what the audience viewed.

Overall I believe the video was pretty decent, but still could be improved more in particular aspects to bring a better general ambience altogether. Now I know to always make sure all of my audio levels are the same, and to contemplate carefully on the font and music that I decide on. I should always remember to keep the font the same throughout, and remember that every font has a certain mood and feeling associated behind it, as does the music. In the future this will definitely make me think more thoroughly about the little decisions I make, because potentially these things can change the overall tone and feeling you want to be projected in your video.

Criteria: 4.1 & 4.2

Main Parts of a Tripod: Head, Legs, and Spread.heavy-tripod-hero

The Head uses the clip to hold in the camera. Always put the clip back into the head after using the tripod. The head allows for a Pan and Tilt movement during filming or just a stabilized still shot. The drag control will allow you to adjust tension and lock down the specific angle desired. There are three legs that are adjustable and support the head. The Spread is what hold the legs together at the bottom. Tripods can have a wheel mount on the legs and do a dolly movement as well as attaching a track to achieve this camera movement.

construction-helmet-and-glovesHealth and Safety:

When rigging up lights in the studio or on set, be sure to wear helmets to avoid falling objects, as well as thick gloves to avoid burning yourself from hot lamps. When climbing ladders to set up lights in the
studio be sure someone is holding the ladder so it is stable and wont tip over. Watch out for exposed wires and always tape down loose cables to avoid tripping over and injuring yourself. Although everyone is held liable for there own health and safety, ultimately it is up to the director to make sure everything is done properly.


Amps= watts divided by volts. Example: A 1000 watt lamp divided by 250 volts (in England) equals 4 amps. About 3, 1000 watt lamps can be used on a single socket as wall sockets can handle up to 13 amps. 4 amps multiplied by 3 equals 12 and you wouldn’t want to risk another lamp as it would blow the socket. Be cautious of 3 phase power in big industrial buildings as some could have 2 or more phases, and if they do, stay away and do not touch both as you would risk getting an electric shock. Make sure there is always an escape plan if worse comes to worse and an electrical fire begins.

Assessment Task 2:

Who are BECTU and what do they do?

Discuss and critically reflect on BECTU’s role in their recent “BBC pay and pensions” campaign. Why were they involved? What did they want? What is the benefit of having a professional organisation (union)?

Things to include overall would be:

Professional organisations: PACT (Producers’ Alliance for Cinema and Television); New Producers’ Alliance (NPA); unions, eg BECTU (Broadcasting, Entertainment, Cinematograph and Theatre Union), NUJ (National Union of Journalists), Sector Skills Councils, eg Skillset, CCSkills


Who is BECTU and what do they do? BECTU is an acronym for a democratic organisation standing for Broadcasting, Entertainment, Cinematography, and Theatre Union. BECTU is a union that is in The Federation of Entertainment Unions that represents workers in television, film, music, theatre, cinema, professional football, new media, gaming and other performing arts in the United Kingdom. The Federation of Entertainment Unions consists of seven sub-unions such as NUJ (National Union of Journalist), The Musicians Union, Equity (formerly known as the British Actors’ Equity Association), Unite, The Writers Guild of Great Brittan, The Professional Footballers’ Union (or PFA), and BECTU.BECTU_logo

BECTU was launched in 1991 for those working in media related jobs and although they are considered a fairly new trade union, its origin can be tracked down to 1890.  BECTU has been around for about 22 years, and since then they’ve been significantly helping people that are enrolled in there union. BECTU provides a wide span of service to its union members, including personal advice and representation for individuals, negotiating pay with employers, in addition with their work contracts and conditions. They protect member’s jobs; help to improve working conditions, as well as pensions schemes for those who plan to retire.

In 2010 the “broadcasting union BECTU criticized the BBC for being out of step with the other public sector employers, after the corporation offered their staff a flat rate increase of £475 and those earning less than £37,726 annually only receive a 1% increase on their pension pay schemes” (Hemley, 2012).  Also any employee making above £37,726 annually will have their pay frozen. BECTU’s General secretary Gerry Morrissey said he, “found it insulting and pointed out that the staff pay increase at the BBC was below the presumed rate of inflation and  would only plunge further as time went on.” “In addition, the joint unions believe that the cap of £37,376 is unacceptable. The unions would consider a cap, but it would need to be substantially higher.” BECTU suggested in a statement that “in their view the BBC deliberately used the worst set of stock market figures available in order to make the deficit look bigger than it is”(BECTU, 2010). It was assumed that the BBC was using the economic crisis to there advantage.

BECTU held loads of meetings and gained massive support as they started “a campaign to improve the BBC’s 2010 pay offer, and to persuade management to rethink their position on damaging proposals with staff pensions” (BECTU, 2010). On the 21st of June in 2011 the BBC made an offer to their staff of a pay increase of £400 and a 2% increase of  there pension schemes.  This was applied to all staff members that work for BBC, in the studios, and as well as post-production earning less than £60,302 annually. BECTU members voted to accept the BBC pay offer and it had 65.8% for it and 34.2% against it.  Two-thirds majority won the vote as a result BECTU gladly accepted the offer from the BBC.

BECTU played an important role in the BBC pay and pensions campaign by looking out for their members best interests. They negotiated pay and pension wages with the BBC that they thought were unrealistic and unfair. BECTU aimed to increase these wages for the BBC employees and came out on top. Although not everyone was satisfied with the outcome, it was better then the original offer given to the BBC employees. Unions like BECTU take care and protect their workers concerns from unjust decisions made by corporations. As long as BECTU is around, companies cannot take advantage of employees in the media department.

Hemley, Matthew . (2012). BECTU hits out at BBC’s pay offer. Available: Last accessed 16th Jan 2013.

BECTU. (2010). BBC: pay and pensions meetings draw huge numbers. Available: Last accessed 16th Jan 2013.

Criteria: 1.2

Focus Pull Script and Storyboard For Lighting a Scene:

By Richard Holmes

Fade In:Image

A low wide establishing shot looking up of long dimly lit corridor (use mini tripod). Natural light is coming through the
windows, and a light at the far end of the corridor (left side) is flickering off and on every couple of seconds staying on for only for a moment.

A man comes out from a room and into an abandoned corridor and starts walking up (right side of the frame) towards the
exit of the corridor. (Towards the camera). Focal pull as he get closer to the exit.

Cut to a mid shot from the side (showing the natural light from the windows falling on him) and a slow track shot of the man walking toward the exit. He is positioned to the left side of the shot giving him plenty of room to walk showing that he
is heading towards the exit.

Cuts back to the establishing low long shot of the corridor. The man is still walking on the right side of the corridor; he is about half way to the exit (where the camera is Image (2)positioned) the light in the background is still flickering on the left side of the screen but out of focus. The light is on then goes off, when it comes back on there is a blurry figure standing right underneath it. The man is unaware of this mysterious figure behind him and continues walking towards the exit.

Over the shoulder track shot of the man walking on the left side of the frame with the exit door on the right side of frame in view.  A distanced mumbled voice that incomprehensible makes the man slowly stop right before getting to the exit.

Cuts back to the establishing long shot (only this isn’t on the mini tripod but a regular tripod to include the mans facial expressions). The man is in front of camera (right side of frame) staring just pass the camera ( he looks confused as well as a bit afraid). The blurry figure is still on the left side with the light still flickering on and off. He slowly turns (right) to face the blurry figure. As the man finishes turning around and is fully facing the figure the focus get pulled to reveal who the mysterious figure is. The distance mumbled voice is now clear and the now clear figure yells, “ What are you doing?  I said get out of here! RUN!

Image (3)Cuts to a mid shot with the exit just over the right side of the mans shoulder. His facial expression shows he is less afraid but more confused.

Cuts back to an over the shoulder shot of the man with the figure still in focus. A masked man comes from around the corner by the figure and runs fast toward the man standing by the exit.

Final shot is a fast point of view(of masked man) long track shot approaching the man. His facial expression is now frightened beyond all belief as the camera  . The man screams as the camera is toward the end of the track. Then it cuts to black.

Plan the Promotional Video

Planning Your Promotional Video Production.

You must liaise, propose then plan – both creatively and logistically – the Promotional Video.


Video brief with rules and regulationsPicture 6


Treatment: (Thought up by Jordan Schofield) The advertisement starts in a living room with a father and his toddler
son, on the television is a football game, however we don’t see the game we only hear it and see a faint reflection on the actors as to avoid any legal issues involving the companies broadcasting the game. A goal is scored and the dad jumps up raising both hands and yelling “get in” the camera is a close up on his face, we then hear a toddler saying “get in” the dad turns in shock and sees the child copying him. It then cuts to the same dad with an older toddler, the toddler kicks a football and it goes past the dad into the goal, the dad and child grin happily at the achievement. It then cuts yet again to a ten year old(ish) child playing football for his school team, the dad is cheering him on at ringside. The child scores the winning goal and is lifted up. Cut again to the end, a close up of the chevrolet boot logo is shown as it opens and the childs football bag being placed in. Then a shot of the two in the front seat of the chevrolet, the dad turns to his son and nods saying “I’m proud of you son” the car starts and they drive off, Image (2)the make me a fan tagline then pops up in the now only scenery shot. Music: Slow building music until the goal is scored, then the music continues with its uplifting beat throughout the advert until the end.

(A month later) On consideration of the plot for the treatment has changed, instead of the child being apart of the football team at his local school he is now still with his father, scoring a goal in a country park, the scenes that happen after the school scene still happen.

Treatment shots: Begins with a medium long shot exposing the back of the living room and the sofa where the dad is watching the television with his infant son. A slow pan as the commentator of the football game gets more excited, the dads face begins to fill with anticipation as the camera slowly zooms in onto his face. As the commentator announces the goal the camera cuts back to a medium close up showing the top half of the dad as he jumps off of the sofa yelling “get in there” a second voice (The child) says the same thing, a close up of the man’s face is shown as he turns to face his son. A cut to a close up of the kid is shown in the Image (3)same position as his father. Cut to a shot of the car boot closing (football inside being taken out) close up. The scene cuts to a country park point of view shot from the toddler as he kicks the ball past his dad in the goal. It then cuts to a medium close up of the mans reaction, he runs forward into another medium shot as he picks up the child. Runs with the child past something, as they do it cuts to an older version of the son and dad, the two have arms around each others shoulders as they head back to the car. Last shot is of advert is a long shot as the sun goes down of the two heading to the car which is parked, the dads voice then comes through saying “I’m proud of you son” titles.

Update: Re-reading the brief properly we have come to realize that there cannot be any dialogue so it can be used for multi-national use (if Chevrolet decides to use it). So we took out all the dialogue. We also had to explain the rules of football, so the middle scene got replaced of the father teaching his kid the rules and regulations of football using toy army soldiers and monsters. Also the car was not used, so that also got cut out.

Above are call sheets for our chevy promo. It includes: roles in production, actors used, shoot times, addresses for our filming locations, and the music to be used in our edit. Gareth Skinner helped in our production but couldn’t be credited as he helped Frankie Burrows and could only submit his name on one video. And below are our Release and consent forms from the actors who stared in the video. The younger kids had to get written permission from their parent as they weren’t 18 yet.
Criteria: 2.1 & 2.2

How is the television industry structured in the UK. Write a short illustrated report that critically reviews details of the structure and ownership.

The following topics should be covered.

1) Critically review the structure of the TV industry, which includes major broadcasters (BBC, ITV etc…), local community TV companies and independent production companies.

2) The structure of the BBC

3) Rupert Murdock and the UK TV structure – why is he considered a threat to the Moving Image Industries?


How is the television industry structured in the United Kingdom? There are three different subcategories within the television industry such as, major broadcasters, as well as local community TV, and independent production companies.

Major broadcasters such as the BBC (British Broadcasting Corporation) and ITV (Independent Television) are the most well-known and acknowledged television stations that are broadcasted nation wide. Compared to local community TV, which is only shown regionally, and independent production companies, which are not as widespread as the BBC and ITV, they have many contradistinctions and are just not as notorious as these major broadcasters.

The BBC is set up under a royal charter. As it says the BBC’s website, the royal charter has six main public purposes. The corporation provides high quality news to engage viewers and represents the United Kingdom’s nations, region, and communities, while bringing the world news to the UK and the UK news to the world. The BBC promotes learning and education, discusses emerging technologies, it encourages creativity and cultural excellence. The structure of television for the BBC is made up of the many different boards such as the Commercial, Creative, and Journalism Boards. Those all advise to the Executive Board, which is responsible for managing The BBC and in turn informs the Board of Governors who finally presents it to The Queen.  It then goes through media regulations such as Ofcom to make sure it is all right for public television. The BBC trust is around to serve the public as well as ensuring that license fee payers get the best out from the BBC.

Rupert Murdoch is one of the largest media conglomerates around today. Murdock inherited his company through his father. He then controlled newspapers in Australia and New Zealand prior to extending his business to the United Kingdom. In 1969, Murdock bought News of the World and The Sun newspapers, and then purchased The Times newspaper in 1981. Murdock wanted to further increase his business, and he joined into the moving image side of news; in 1989 he launched Sky Television, a satellite broadcaster that has dominated the British pay-television market. Murdoch is chairman and CEO of News Corporation. In America he obtained companies like Twentieth Century Fox, The Wall Street Journal, and The New York Post just to name a few. In 2000 Murdoch’s News Corporation was in possession of more than eight hundred different companies in over fifty countries. In the United Kingdom the BBC has more than twice as many viewers than Sky, But News Corp is dominating the press over competitors such as The Daily Mail._53896751_news_corps_media_reach_v2_464news_corp_doughnut_976x785

So who is afraid of Rupert Murdoch? Who does he pose a threat too? Some people would argue that Murdoch is creating a monopoly with the media that is being fed to the general public. Which is a bit frightening, because if one company were to control all the media they can basically choose what to broadcast and what not to broadcast. “Media conglomerates operate as oligopolies, or a few large organizations dominating the market” (Gill Branston & Roy Stafford, 1996). It is remarkably true that Murdoch owns a major percentage of media that the public receives, but to say he is creating a monopoly is a bit far-fetched. The definition of a monopoly is the exclusive possession or control of the supply or trade in a commodity. Rupert Murdoch could never create a monopoly even if he tried. “I am not a monopolist as some claim. I have given people choice” (Rupert Murdoch).  Only it is not Murdoch who has given us choice because choice is all around us. Nobody is forced to watch and read media only from News Corporation. Plus nowadays the Internet is the main source of endless media that people use. No one person can control all the media that the Internet holds and it is solely up to each individual to choose what they read or watch and make up there own decisions upon what they believe.murdoch_595

So is Rupert Murdoch an evil mastermind or a strategic innovator? Well that is up to your own personal interpretation and what ever you choose to believe. Some people fear Rupert Murdoch because he holds a considerable amount of power when it comes to media that is being produced. In spite of that the BBC is still on top in the United Kingdom. Rupert Murdoch said “The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” The media of the world today is created so quickly that there will always be various choices of media to choose from, creating healthy competition. I believe Murdoch is a bright business man, and people shouldn’t fear him because they think he will control all of the media; if anything they should fear some of the articles and programmes that he produces and are fed to the public. I believe that in the future there will be a bountiful of different types and varieties of news and film available, because technically, the moving image industry is still a relatively new form of media. It just goes to show, that media is such a growing commodity, and will always be prominent and found globally in a variety of different forms.

n/a. (n/a). BBC Structure. Available: Last accessed 3rd Jan 2013.

Gill Branston, & Roy Stafford (1996). The Media Students Book. 2nd ed. London: Routledge. pg255.

Criteria 1.1