Genre analysis: Industry Perspective
By Mathijs De Baere


Overview
•Introduction
•
•Assumptions of industry perspective
•
•Outcomes of profit imperative
•
•Revenue streams
oLinked to product
oAdvertising
o
•Discussion

Introduction
•Global box office revenue in 2013
•à35,9 billion dollars
•
•Global game industry revenue in 2013
•à70,4 billion dollars
•
•Worldwide video and television revenues in 2012
•à392 billion dollars

Assumptions of industry perspective
o
•System is market driven
•
•Ownership patterns central
o
•Primary purpose of media is generating profit
•à It is a commodity
•
•Pressure to attract demand for your supply
o
•Pressure to produce cheaper
•à Reality genre
o

Outcomes of profit imperative (1/2)
•Conservative sensibility
•
oShort-term thinking
o
o
oNo risk taking
o
o
o“bankable genres”
•
•
o
o
o

Outcomes of profit imperative (2/2)
•Derivative programming
o
oHybrids
oàtech noir
o
o
o
oSpin-offs
o
o
o
oCopycat programming
o

Revenue streams (1/2)
•Linked to product
oSyndication
àXena: Warrior princess (105)
o
oSequels
àPirates of the Caribbean
�
oPrequels
àThe Hobbit
o
oFranchises
oà Star Wars
o
oAncillary products
oà Star Wars
o
•
o

Revenue streams (2/2)
•Advertisement
oProduct placement
o
oOfficial sponsors
o
oValue of advertisement time
o
•

Summary
•Profit imperative
•
•Huge competition in mass media economy
•
•Pressure to make everything cheap(er)
•
•Revenue streams guide the production
•
•

Discussion
•Quote out of text:
•
• “In a perfect world, industry concerns are subordinate to artistic considerations. In this ideal
world, the media industry provides the necessary resources that enable the artists to fulfill their
creative visions. In reality, however, industry considerations often drive artistic decisions.”