Evaluation question 2

2. How effective is the combination of your main product and ancillary tasks?

 
Media convergence is  "the coming together of computing, telecommunication and media in a digital environment", (Pavlik & McIntosh, 2011). The promotion of a product across multiple media platforms is a vital aspect of its marketing and establishment as a brand. Within our contemporary digital age in order to remain at the fore front of audiences' minds it is important that a product is well supplemented and supported through the use of successful and instantly recognisable ancillary products, presented via a variety of media platforms.

This notion was something that I considered greatly when conducting my own production task, as well as its by products. I knew that in order to maintain a clear and distinguishable brand there would need to be fixed conventions communicated across each of my products, that would also remain in keeping with those associated with the institution that I was producing for, in this case Channel 4. I would say that as a whole regarding the sub-genre of lifestyle documentaries there are established conventions (discussed in Q1) that the majority of productions adhere to. Furthermore those that are promoted by Channel4 follow an even more specific pattern of generic conventions, in order to be clearly established and identifiable. Thus, prior to any planning or production of either my documentary or its ancillary products, I conducted a vast amount of research into these areas.

After analysing and reviewing an array of Channel documentary posters and different articles in TV listings magazines, I felt as though I had developed quite a clear understanding as to what was required when going about creating an effective combination of a main product and its ancillaries. Channel 4 is a media institution with a very unique and identifiable sense of branding. Within the realms of Channel4's recognisable and established branding, it seemed as though the use of simple, striking and minimalistic imagery was key. All of their documentary posters that I analysed portrayed images that were directly in keeping with the nature of shots featured within their main product, allowing the audience to instantly associate them with one another.

Moreover the repetition of the Channel 4 C4 font text appeared to be another convention reflected through both their main productions and their ancillary products. Therefore in order to mirror this notion within my own work I ensured that the images used throughout both my advertising campaign and magazine feature directly resembled the nature of the shots featured within my documentary, and that the text used within my subtitles was also used within my advertisement in the same colour and generic font. In addition to this, in order to further establish the branding of my product across these media platforms, I also ensured that within each of them, the main visual focus was an image of Sara and Craig. Not only did this mean that I was constantly relating back to the key content of my main product, but also presenting an established representation of the two main characters within my documentary to my audience.

In terms of my magazine feature it was important that I was able to promote my documentary and encourage readers of the magazine to tune in. The main focus of my article was a large image of Sara and Craig, resembling the framing and location of their talking head shots within my main product. Indeed because the image was taken on the same day as filming, their clothing is also the same, further establishing a clear relationship between my print and broadcast products. This again is a method of maintaining the idea of reiterating the same visual imagery to my target audience, so that each of my products are identifiable and directly associated with one another. Moreover the additional images features within the subsection of my article ('Craig and Sara's Biggest Wins') portraying Sara and Craig's most notorious successes, mirrors the content of my documentary through which their professional backgrounds were explored.

However the main way in which I aimed to relate my magazine feature to my documentary was through the style and nature of the article itself. Throughout my production the voice over embedded presents a clear and conventional tone, one which I aimed to continue through the voice within my article, to establish a direct association between the two print and broadcast productions. The main article itself features an interview with Sara and Craig in print format. In this sense, the Radio Times double page spread is a continuation of my documentary. It explores the lives of two show pony producers and give audiences an insight into their work, be it through the broadcast platform (documentary), or the print platform (magazine article).

Overall I feel confident that I have achieved an effective combination of my main product and ancillary tasks. After conducting a vast amount of research into the generic conventions and stylistic features that are expected to be followed by a Channel4 product, which I then applied to my own work. I have reiterated a clear pattern of visual imagery and tone across all of my three productions, which hopefully would establish a clear and identifiable brand identity and house style to my audience.

Reference:

• Pavlik , J. and McIntosh, S. 2011., Converging Media: An Introduction to Mass Communication. 3rd ed. Oxford University Press: Oxford.