Script 4: Audience and Media

List of Television Channels in Malaysia (Local Context)
TV 1
• Demographic Segmentation: Malay audience
• Psychographic Segmentation: family oriented lifestyle

TV 2
• Demographic Segmentation: Malay audience
• Psychographic Segmentation: family oriented lifestyle

TV 3
• Demographic Segmentation: Malay and English audience
• Psychographic Segmentation: family oriented lifestyle

NTV 7
• Demographic Segmentation: Malaysian urban households, 25-45 age group. Kids and Chinese audience
• Psychographic Segmentation: audience members who wish to have a "feel good escape"

8TV
• Demographic Segmentation: Young Malaysian Urban, Chinese audience, 15-24 age group
• Psychographic Segmentation: tastemaker, energetic lifestyle

TV9
• Demographic Segmentation: “traditionalist” Malay audience
• Psychographic Segmentation: traditional based lifestyle

List of Radio Channels in Malaysia

One FM	Muzik FM	Capital FM
Putra FM	Asyik FM	IKIM FM
Radio 24	Mix FM	Salam FM
Hot FM	Klasik Nasional FM	988
XFM	Era FM	Best 104
Ai FM	BFM 89.9	traXX FM
Minnal FM	Hitz FM	UFM
Fly FM	Sinar FM	KLFM
THR.fm	Selangor FM	My FM
Red Fm	Suria FM	Lite FM

Popular radio channels:

Sinar FM

Demographic Segmentation: Malay audience

Psychographic Segmentation: modern entertainment

Hot FM:

Demographic Segmentation: Malay audience

Psychographic Segmentation: modern, technology savvy

My FM:

Demographic Segmentation: Chinese audience

Psychographic Segmentation: modern, up to date hits

Hitz FM

Demographic Segmentation: English audience, urban youth

Psychographic Segmentation: modern, up to date hits

Fly FM:

Demographic Segmentation: English audience, urban

Psychographic Segmentation: modern hits, alternative music

Script 3: Mass Media Writing

1. Identify one product

Samsung Galaxy Note

Tagline- imagine the possibilities

2. Write a short treatment to advertise the product

a) Radio: A short skit conversation between 2 people

b) Television: An advertisement on the product using an Ambassador

c) Phone: SMS, email from service provider, e-newsletter, social network

d) Pamphlet: distributing actual size of the phone with its features and functions on it

e) Newspaper: Picture of an ambassador with the phone, including a catchy tagline along with the 5 steps

f) Billboards: 3D images, located at hotspot areas

3. Rank each medium

a) most desirable distribution mode

Pamphlet: Cute, can be kept for future references, easily reaches target audience, lower costs as compared to other mediums

b) least desirable distribution mode

Billboards: Expensive, people tend to just drive through and ignore it, not everyone will see it, not easy to grab attention as there is no verbal communication

c) communication advantage

Radio: Appeals to feelings because of audio expression and tone of voice

Television: Creative audio and visuals, grabs attention, more stimulating, free flow of imagination

Phone: Easily accessed

Newspaper: Reaches different target audiences, has a bigger range

Billboards: Attractive, big

d) communication disadvantages

Radio: Different channels have different target audiences, information might not reach the audience

Television: People change channels, skip advertisements

Phone: Spams

Pamphlets: Not interested, don't read at all, litter, don't take at all, waste trees

Newspaper: Young generation don't read, lazy

Script 2: How Does Audience Equal Profit?

Country: Malaysia

Media: Television Network (Astro)

Mass media audience

As the Astro television network broadcasts over 125 pay-TV channels in four major languages, it caters to the Malaysian society as a whole. Hence all households that subscribe to the Astro television network package are the audience.

Demographic Segmentation

Population: more than 2.93 million households across Malaysia

Age groups: young children, adolescents, adults, elderly

Gender: Males and Females

Income: Families with at least moderate-high income

Ethnicity: All races in the Malaysian community

Psychographic Segmentation

Segmented according to the different channel types. For example,

Education/Knowledge channels – audience members who seek to gain information

Kids channels –interests in cartoons

Sports channels – sports fans

Music channels – audience members who love music

Each channel is then further segmented with more detail as the genre narrows down.

Distribution System

Malaysians can subscribe to Astro's broadcasting services through a network of authorised dealers as well as Astro's retail centres.

Analysis

Social: Astro offers channels that cater to every subgroup of the Malaysian population by having a diversified range of programs and channels offered in all four major languages of the Malaysian society.

Technological: With the emergence of HD channels and recordable functions, Astro clearly surpasses the other television network providers in Malaysia.

Economical: Astro has created value-priced channel packages for the convenience of the consumers.

Educational: Channels such as Astro Tutor TV and Astro TVIQ provide the younger viewers with revision content for coming exams

Demographical: Astro creates an overall holistic coverage for all different types of audiences, whether by age, gender or ethnicity.

Reference list:

http://www.astro.com.my/byond/articles/art_7929.html

http://www.astro.com.my/portal/about-astro

http://www.astro.com.my/portal/channels-2

http://www.buzzle.com/articles/demographic-segmentation.html

http://www.buzzle.com/articles/psychographic-segmentation.html

Script 1: Interests, Dreams & Aspirations

Interests: Netball, Animals(Mammals), Art, Outdoor activities with friends

Dreams: To be successful and live a happy life full of smiles :)

Aspirations: To do something associated with creativity. Advertising perhaps?

I come from: Malaysia! To be more precise, I’m a PJ (Petaling Jaya) girl who recently moved to the bamboo river (Sungai Buloh). Yes. Far far away.

My childhood was: filled with memories of me being a tomboy, running around all the time, being really active in sports and games, not knowing what technology is.

Family conditions: A dad, mom, elder sister, younger brother & two dogs

3 experiences making the most lasting impression on me were:

• Watching the movie “It”, that was based on the novel by Stephen King of the same name, when I was 9. It’s basically about a killer ghost clown (a really freaky one), and despite knowing it’s just a fictional character, I have since then developed a huge phobia of clowns. HUGE.
• Getting a toothpick (the sharp-ended kind) stabbed halfway into my back as a kid when I was playing on the bed. The toothpick actually went straight in and didn’t break! True fact. I learned never to simply jump around and bounce on the bed anymore from then on. Haha
• Flying off my bicycle and scraping my head on cracked cemented flooring. Left me with a 2-inch long scar on my head. The worst part was that I had to walk to the clinic with a towel pressed to my wound which was already soaked in my blood. Had a minor phobia of cycling after that, but I’m okay with it now. Definitely left a lasting impression on me though.

10 most important given circumstances are:

• Having played netball for more than half my life (over 10 years long)
• Currently assuming the role of captain of my university netball team
• Holding a scholarship for my degree course
• Having a brother who is learning disabled
• Having the means to be able to pursue a higher level of education
• Recently lost a loved one (my dog of 11 years)
• Adopted a rescued puppy from an NGO to join the family
• Recently moved to an entirely different area
• Finding cobras in my backyard every now and again. (2 so far)
• Feeling immense amounts of stress for my current semester

5 most powerful members of my private audience would be:

• My dad because he is someone I look up to for all his hardwork he’s put into his work to provide for us
• My mom because she’s a very independent and capable woman and her words always have a strong impact on me
• My brother because his future is a part of my future so he plays a big role in my major decisions
• My best friends because they always tell me as it is and have been there for me through thick and thin
• God because I believe in everything that I do, God is watching over me from above.