Rating wars occur when TV channels compete for viewers by scheduling popular shows at the same time. For example, in the past BBC aired Strictly Come Dancing at 7pm while ITV aired X-Factor at the same time, leading to a ratings battle. ITV later moved X-Factor to 8pm to avoid losing viewers to Strictly. Ratings are important because advertisers choose channels with the most viewers to reach mass audiences. Technologies like streaming services now threaten traditional TV as viewers can watch content anywhere on demand. However TV channels still compete for live viewers through popular shows.

1. Rating Wars
When two different TV channels are competing
due to their programmes trying to attract the
most audience’s views, this is known as a rating
war. An example of rival channels are BBC and ITV.
This is as the BBC would make their money by TV
licence fees, meanwhile, ITV would get their
money by showing lots of adverts during the
programmes.

2. The competition between the two are also the programmes.
BBC would broadcast the show ‘Strictly Come Dancing’ while
ITV would broadcast the ‘X-Factor’. Years ago, both shows
were broadcasted at the same time, and ‘Strictly Come
Dancing’ was gaining more views by the public and tend to be
very popular than the ‘X-Factor’. Due to these circumstances,
ITV decided to broadcast ‘X-Factor’ an hour later so that they
won’t lose their audience. BBC would telecast ‘Strictly Come
Dancing’ at 7pm to 8pm whereas ITV would telecast ‘X-Factor’
at 8pm to 9:50pm.

3. In order for advertisers to get to know what channel has the
most views so that they can decide where they would want to
telecast their adverts, rating wars are very important. This is
because in order for a mass audience to get to know of their
products/adverts and get more money, they have to choose
the channel with the most views. This is also as the more
money the advertisers make, the more chances they get close
to becoming commercial broadcasters.

4. • In 2014, BBC and ITV had rating wars after 10 peaceful years as they had a schedule clash during
the football World Cup. As both channels had rights to telecast the football matches, they had to
reschedule the soap programmes.
•
• There was a rumour that the BBC claimed ITV had unnecessary, aggressive scheduling that was
deliberate so that they can create a clash by extending coronation street street at the same time of
eastenders. However, commercial broadcasters had disagreed with this and said that the shows was
forced to fit around the World Cup matches.
•
• Prime time is the time when there are a majority of people watching television and that is on
saturdays from 7-9 pm mostly.
•
• Broadcasters audience research board (Barb for short), is a website that is responsible for delivering
the TV audience measurement system. Yearly, £7 billion is invested in millions of productions and
distributions of TV programmes which is guided and accounted for by Barb. Who is watching?,
What are they watching?, when are they watching? And which screen are they watching on? Are
the 4 questions Barb conduct and research on. Barb company interview a 1000 people in a
household with a survey which helps them to create an accurate estimation on viewing data.

5. Technologies
Since the development of the internet and smartphones technologies
(modern technologies), it has become a threat to television channels and
the video industry (films, programmes). This is because the internet allows
the audience to visit online streaming services such as Amazon prime and
Netflix where the audience can watch mostly any films and/or
programmes in the comfort of their bedrooms. However, in order to
access R-rated and/or NC-17 (18+) content, you would have to create an
account on these sites in order to verify your age.

6. • The audience are also accessible to on demand services which means they can
watch anything they like to, wherever and whenever they want. For example,
anyone can watch a television show such as ‘Black Mirror’ on the train, on their
way to work or wherever they are going. On demand services are accessible on
any media platform (device) such as a laptop, smartphone, tablet even skybox, etc.
•
• On the other hand, technology can be a very negative thing as it causes an issue
amongst the film and TV industry. This is as people can create piracy of TV shows,
programmes and films. This is when a person makes a copy of those productions
and posts them online, accessible to the public for them to watch for free mostly
at home or anywhere. For example, throughout 2014 to 2017, a famous television
series, Game of Thrones has been pirated. Another negativity of the internet to
the industry is that the industry would lose their audience as they would start to
watch these productions online rather on their TV screens at home. This also
affects the video industry as it would affect the sales of Blue-rays and DVD players.

7. • On the other hand, the advantage of technology is that the audience are able to fill their
desires by choosing what they would like to watch rather than following a schedule on
TV. This is due to smartphones available in the palm of their hands and being able to
watch whatever, whenever they wish. The power of the internet also allows grants the
audience freedom of choice to decide what they like to watch.
• Technology such as the internet, however, also benefits the TV and Film industry by
allowing them to give online streaming sites such as Netflix and Amazon Prime a licence
so that the industry can gain some profit. For example, Amazon Prime will contain
television shows such as Eastenders to be streamed online, profiting the BBC. Also the
Channel will create an application where the audience can watch or read the news or
other shows.
• Social media sites also assist promoting TV shows/programmes as they would help
talk about the shows so that it becomes the new ‘gossip’ amongst the public,
encouraging people want to watch the production people are talking about. This
makes social media sites being used to allow the audience to interact with the TV
channels

8. Watershed
• Watershed is a time when programmes which may be unsuitable for
children are broadcasted. It is an important duty of Watershed given by
Ofcom which is to protect children from harmful material that would be
showed on TV and radio as well.
•
• Broadcasters have to follow this certain and specific rule from the
broadcasting code that set standards for TV and radio. This rule is strict for
which broadcasters should know what should and shouldn't be shown on
TV before 9pm.
•
• Watershed begins from 9pm till 5:30 am. This is as the time period that TV
channels can show unsuitable (18+) content for children as its mainly
targeted for adult audiences. However, TV channels are still unable to
show full unsuitable material as Ofcom would see over what the channels
show so channels cant show harmful and offensive content.

9. • The types of unsuitable content is; sexual to violence, graphic or
distressing imagery and swearing. However, if the broadcaster break the
rules of Watershed, Ofcom since 2003, take over the actions on over 300
occasions where the broadcasters have organised to show unsuitable
content during the day when children are around.
• Watershed has helped parents protect their children from material which
may be harmful for them. Twice every year, Ofcom asks parents of the
general public what they think about standard TV. 93% of the public know
of the Watershed and 74% agree that 9pm is the right time for Watershed
to begin. Just from asking, the figures have increased by 2%. This can,
however, be an issue to the TV and video industry as adults would want to
watch shows and films that have violence (action) and swearing in it as its
in some form of comedy.

10. Ofcom
• Ofcom is a communication regulator in the UK where they have to regulate the service of not
just TV and radio but video on demand, fixed line telecom, mobile and postal as well and also
the airwave for the wireless devices to operate. The main legal duty of Ofcom is to provide a
wide range of electronic communication service in the UK as well as a wide range of high
quality television and radio programmes that are provided which appeals for the range of
interests. Another duty is to provide a variety of organisations that the audience watch and
listen to via on demand services for TV and radio services, protected from harmful content.
• In further addition, Ofcom is the regulator to make sure that the audiences of TV and radio
programmes are being treated fairly. A universal postal service that is provided around the
UK, which means delivery prices and collection service across the country and radio
spectrum is used in a more effective method six times a week.
• BBC licence fees, complaints about a BBC programme, post offices, newspapers and
magazines, TV and radio content on adverts, debates between the audiences/viewers and
telecoms provider and the cost of insurance for mobile phone services and ringtones are
things that Ofcom do not regulate nor take responsibilities for.

11. Audience effect theories:
Encoding/Decoding
• Stuart Hall’s audience theory of encoding and decoding is based on
when a producer of a show/programme/film embeds a message
within the production in order for the audience to be able to
understand that specific message and will be able to show their
reaction towards the producer. There are three main readings of
the audience towards the given message. The audience either
choose between:
• Preferred reading.
• Oppositional reading.
• Negotiated reading.
• Preferred reading is when the audience agrees with the message
the producer is trying to portray within the production.
Oppositional reading is when the audience disagrees with the
producers message where as negotiated reading is when the
audience are neutral with the message.

12. • Hall’s theory, however, creates an issue amongst the TV and
Film industry. This is because as the producer portrays
his/her message, some members of the audience may be
oppositional readers whereas most would be preferred
readers. These oppositional readers would then create
debates amongst the two (producer and preferred readers)
until the producer agrees with their opinion.
• Programmes/shows/films that try to portray real life
situations are examples of the Encoding and Decoding
theory. For example, The BBC programme, Famous, Rich
and Homeless which is about 4 volunteers (famous people)
who will spend a week on the streets homeless, sharing
their views and opinions on homelessness.

13. Audience Effect Theories: Users &
Gratification
• Blumler and Katz cames up with an audience theory in 1974 known as
‘Users and Gratification Theory’. They believed that the audience have 4
needs they must be filfilled for their desires when it comes to the
audience consuming media text. Those four needs are:
• Diversion
• Personal Identity
• Personal Relationships
• Surveillance.
• Diversion allows the audience to escape reality and when consuming
media text. Personal Identity allows the audience to try and identify
themselves within a group of characters portrayed on screen which allows
them to find themselves reflected within a text. Personal Relationships is
when the audience consume media for their emotional needs, other
interactions as well as interchange for family life. Lastly, Surveillance
allows the audience to have the need of information (research) about
their geography and social world.

14. Even when some members of the audience watch programmes
about the world’s geography and/or history on channels like
BBC Planet Earth this creates surveillance amongst the
audience as they are intrigued on finding more information
about the world and its environmental issues.

15. • An example of Diversion is when the audience relieve
themselves from boredom. This is done mostly by TV shows
such as ITV’s ‘I’m A Celeb Get Me Out of Here’. This is as the
audience are allowed to see something different as celebs go
through challenges including insects, reptiles and more.

16. • An example of Uses and Gratification theories for the audience to
be able fulfill their emotional and personal needs is done by
personal relationships, by watching a TV programmes or film.
Stanely Cohen has cone up with a theory called Moral Panic (1972).
This theory is when a message is given to the society via a media
platform that will be able to create hate and fear to the audience,
which allows the audience to be easily controlled.
• Cohen advices from his book ‘Folk Devils and Moral Panic’ that the
Moral Panic will occur when a condition, person and a group of
people that arises to be established as a threat to societies interests
and values. Cohen also believes that the media has played a big role
of implementing the moral panic.

17. Bibliography
• https://www.collinsdictionary.com/dictionary/
english/ratings-war
• https://www.barb.co.uk/
• https://www.barb.co.uk/viewing-data/weekly-
viewing-summary/