ROBERT LYNCH
boomsatsuma
MEDIA STUDENT
UNIT 1 - ANALYSING MEDIA PRODUCTS AND AUDIENCES
The Product
‘UFC 196 McGregor vs Diaz | BT Sport’ Promo video
Purpose: The purpose of this video is to promote the upcoming fight between UFC featherweight champion Conor McGregor and number 5 ranked lightweight competitor Nate Diaz, in a welterweight bout.
Genre: Action, sporting event, live event.
Form: Youtube and TV advertisement.
Style: The style of this video is a promotional advertisement for UFC 196 McGregor vs Diaz.
Content and Meaning: The director of this advertisement want’s to capture aspects of Conor and Nick, like their will to win, their drive and fighting skill. All throughout the advertisement subtitles get thrown at the screen highlighting stats or things one another have said to each other to add volume to their animosity towards each other and to create a feeling of anger and disrespect in order to get an emotional connection with the viewer. Shots of Conor and Nick in positions of power have been slowed down to extend them in their strongest moments to give you that extra time to take in what they have done. There is a lot of talking in this advertisement, so plenty of shots from both fighters highlight reel’s has been added in, also shots from their most recent fights. Smaller shots from Nate punching himself in the face or Conor sitting on top of the octagon pumping himself up have been added as they show what kind of mentality both fighters have.
Production Process
Demographics target audience: The demographic and target audience of this advertisement are fan of the UFC more specifically the people UFC aim for when making their advertisements. 18 - 20 year old males who. The UFC usually go for 18 - 20 year olds as they can gravitate to the action and violence of the UFC where as older people who may have been fans of boxing find MMA barbaric. The reason that this is made for males is the fact that the two who are being spotlighted are males can look at these two men and aspire to be them. Other advertisements that want women to be drawn in have female fighters instead of males.
The way that the product reaches it’s chosen audience is through different online and TV channels. BT TV air the advertisement through BT Sports TV channel which goes to all the TV’S of their viewers, they also upload the advertisement to their Youtube channel which is watched again by the same people online or people who do not watch TV and only watch BT through Youtube. BT Sports have their product go through cable, satellite, IPTV and streaming media.
The products impact and effect on the target audience: The product’s impact and effects can be seen by how much attention the UFC is getting in the UK. 5 - 6 years ago MMA was almost unknown in the UK but now with the rise and fame of fighters from the UK and other parts of Europe like Conor Mc-Gregor. People are getting interested in the physical combat and are tuning in. I myself have been impacted by this advertisement and others before it as I myself had a desire to be a combat sportsmen, specificly an MMA fighter, I have now realised a more realistic job role that does not require me to be punched in the face, that being said for me and other fans of the sport there is a feeling of excitment, danger and victory each time one of these advertisments are broadcasted.
Relevant issues of representation: Now the obvious issue of this advertisement is the extreme violence. The advertisement shows video clips of two men beating other people up, knocking and submitting men out. This to some could be seen and promoting violence and domination which for the most part is true though it’s more about the honour in victory as well as the high of winning, compared to a more violent sadistic motivation. That same argument could be used for Rugby or any other physical sport. Being a fighter on the lower end of the rankings does not sound like the most finacially stable job, so maybe promeoters could give the whole "stay in school kids" which could be taken the wrong way sujesting resorting to MMA is a bad life choice. But just by saying to the public it's a good idea to get qualifications first as a back up. Today the majority of MMA fighters had some background in physical treatment earning degrees in physotherapy as well as other biological fields.
The regulatory body which filters this advertisement would have to make sure there is nothing misleading in the video like unnecessary profanity or actions. They would also have to make sure the advertisement is suitable for the UK public.
BROADCASTER
Ownership: 1969 - 46 years ago
Operation model: Operation model: BT TV made BT Sport, so that people would still watch BT TV and not go to Sky sports or another competitor like Sky.
Products: BT Sports channel and BT Sports ESPN, parented by BT Group.
Market Position: In the UK BT Sport is under SKY Sports as SKY Sports mostly shows football which is a extremely popular in the UK and nearly everywhere else in the world. Where as BT Sport is positioned above SKY Sports in terms of it showing other sorts like classic boxing and MMA as well as football, MMA is the fastest growing sport in the world which could catapult BT Sports to the top of it competitors which would still only be rivalled by SKY Sports for its mostly Football showing.
Competitors: Mentioned above, BT Sports main competitor is SKY Sports which was launched in 1991. Sky Sports is heavily football orientated which is why is it so popular in the UK as in most countries around the world Football sits at number 1 as the top sport.
Partners and other Relevant companies: BT Sport is licenced by ESPN as a parent company though the channel is self is provided by BT. There are lists to the right that show the different channels that broadcast BT Sports in various reigons.
