The Art of Audience Development

2008-05-29 11:48:21

( Business )



What is Audience Development?

Before you launch a product for consumers, you need to identify your users. This will help you create the right product mix to suit the needs and wants of the users.

In the same light, you need to identify and know the characteristics of the audience that will be watching your program or show. Even if you are conceptualizing a program for mass audiences, there are still some demographic factors that need to be considered. Audience responses to your program will determine whether your program will be a success or not in the long run.

Audience development is like a business cycle because it starts from audience research, then to planning and actual implementation, and finally to reviewing audience responses.

Identify and Know Your Audience

The first part of the process is audience research. You can get data from past reviews and surveys of existing programs. Audience respondents usually state very explicit comments as well as suggestions for improving the show.

If you're developing a program for a particular age or gender group, you should be even more particular about the details of your program. You have to take some factors into consideration, such as tastes, preferences, and attitudes of your target audience.

Planning and Launching the Program

Once you've identified the needs and characteristics of the intended audience, the next step of audience development is to plan what to include in your program. Definitely you need to suit the program's content to the type of audience.

You also need to work with a budget, as well as a solid plan on how to obtain sponsorship for your program. Part of the strategy is to pick sponsors that also fit the audience. For instance, advertising liquor or adult clothing would not be appropriate for children's shows.

Once you have implemented the plans for your show, you are ready to launch it. Before you do, you need to create publicity gimmicks that will attract the right audience to watch the show.

Reviewing the Progress

Audience development doesn't stop at actual broadcasting or showing. You still need to get feedback about the quality and attractiveness of the show. You may have to conduct more surveys to find out about this, or use secondary survey data. It will also be good to have a website on the show where you allow the public to place blogs or to send you e-mail about their comments.

The results of the new survey and subjective feedback will provide a rich source of new ideas for you to improve or change some parts of the show's elements. The data can also be an excellent bargaining point to solicit sponsorship.


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