Where Next for Television?

Map How Television Audiences Change in the Age of Social and Interactive Media 

Media convergence has enabled high levels of choice and flexibility for the consumption of media. The increasing number of different media forms, such as video games, social media and interactive media, all now compete for the attention of audiences alongside traditional linear video media, such as TV or film. In addition, the high-fidelity of screens and computational power now commonplace in all devices from mobile phones to smart TVs, allows for high quality media to be consumed on-demand, in a range of contexts.

Due to the availability of such media on any device and at any time, the viewing practices of the public are changing drastically. Throughout the Early 21st Century, research within the broadcast industry has suggested that TV audiences are in decline, particularly with the younger generations. However, the complex nature of these new, diverse habits of media consumption make them difficult to quantify using traditional metrics, such as TV audience viewing figures. Therefore, determining the exact nature of current audience behaviours – what they consume, in what form, and when - in order to provide educated predictions into the future needs of TV audiences, becomes an ever-increasingly difficult task.

In this project you will research the changing nature of TV audiences, both from the current academic literature, and industry market reports. You will present findings on the recent trends in audience behaviour and future audience needs within these increasingly convergent forms of media.

In order to do this, you will:

  1. Develop a comprehensive and detailed literature review of the developments in interactive and social forms of video-centric media over a broad range of fields, including, but not limited to; computer science, film, TV and media studies.
  2. Analyse both quantitative and qualitative data from industry market reports (e.g. Ofcom, Arquiva, Nielsen) to gain insight into current TV audience behaviours.
  3. Provide findings on the changing nature of TV audiences and uncover possible future trends.

Give suggestions how video-centric media can remain relevant to future audiences.

Required Skills

Students should be able to do a systematic literature review involving searching, filtering, and coding literature; designing and monitoring an online survey design

How to Apply

For more details on the summer school application process (including eligibility and funding) please see the overview page: here


Davy Smith

Marian Ursu