Understand the structure and ownership of the media sector
The nine media sectors consist of:
- Television & radio
- Film
- Animation
- Interactive media
- Computer games
- Publishing
- Press
- Photo-imaging
- Advertising & marketing
I am writing as a freelance researcher and will be focusing mainly on the Animation sector. Animation is a competitive industry, so there are only a few world wide known companies, one for example being PIXAR.
Companies such as Pixar, have to be either vertically integrated or horizontally integrated. Horizontal integration is the most common type in recent years, this is because companies such as Pixar is owned by Walt Disney which is a Vertically integrated.
Horizontal integration is where companies buy other companies in the industry to own bigger shares in the market.
Vertical integration is when companies follow the product from start to finish they produce the product, distribute it and they also market it. This is without the help of other companies.
The two animation companies that I am going to talk about are Pixar; which is a worldwide known animation company, and Dreamworks which is a s company, but have produced some huge films.
Pixar began in 1979 as the Graphics group. Then on the 5th May 2006 it became a wholly owned subsidiary of The Walt Disney Company. Pixar was bought for $7.4 billion, and the co-founder Steve Jobs was known as the largest shareholder in Disney. Pixar is now apart of a multi national conglomerate which is Disney.
‘On January 24, 2006, Pixar entered into an agreement with The Walt Disney Company to merge the two companies. The deal was approved by shareholders of both companies and the merger became effective on May 5, 2006. Pixar is now a wholly-owned subsidiary of The Walt Disney Company.’
In May 1991, Pixar entered into an agreement with Walt Disney Pictures for the development and production of up to three computer animated feature films to be marketed and distributed by Disney. It was pursuant to this agreement that Toy Story was developed, produced, and distributed. In February 1997, Pixar entered into a new Co-Production Agreement with Disney pursuant to which Pixar, on an exclusive basis, agreed to produce five original computer-animated feature-length theatrical motion pictures for distribution by Disney. The five original Pictures under the Co-Production Agreement were A Bug's Life, Monsters, Inc., Finding Nemo, The Incredibles, and Cars. Toy Story 2, the theatrical sequel to Toy Story, was released in November 1999, and is also included in the Co-Production Agreement. Ratatouille was subsequently added to the terms of the Co-Production Agreement in January 2006
Pixar entered into an agreement with Walt Disney that they would produce three computer animated feature films. The first was Toy Story which proved very popular which lead them to develop a second agreement which they would work exclusively for Walt Disney and produce a following five films. 
Although all of the animated featured films are aimed the children’s sector of the market and the films are kept light-hearted and for entertainment purposes only the story themes have diversified and now also wish to educate subtly, such as the film WALLE which helps bring an easily understandable awareness to such issues as greed, global warming and the mistreatment of our planet. So from the concept of the film, even though it is based for children, it can also appeal to adults because of the concept of the film, the storyline is very affective and educational because children will learn about these issues without even realizing.
Pixar has produced quite a few films, it has produced 21 short films and 12 feature films, the most famous feature films being Toy Story and another being Cars. Some of the shorts films are Your Friend the Rat, BURNE and Mater and the Ghostlight. Barely any of the short films are well known, they are just short films that are extended films from the other feature movies, or is a separate movie but focussing on one of the characters out of a feature movie for example, Mater and the Ghostlight, is about the tow truck Mater from the feature film Cars,
Mater, the rusty but trusty tow truck for cars, spends a day in Radiator Springs playing scary pranks on his fellow townsfolk. That night at Flo’s V8 café, the sheriff tells the story of the legend of he Ghostlight, and as everyone races home Mater is left alone primed for a good old-fashioned scare.
(http://www.pixar.com/shorts/mgl/mgl_1.html)
Pixar use there own money to fund there films, and then the money that they receive from the box office, DVD sales, merchandise etc will all be used to fund their next film and to also generate income.
Cars is a good example for product diversity, because it was such a massive film when it came out, there was products that related to the film everywhere, for example, there were toys, bedding, there were t-shirts that were uni-sex so there were different products for all ages and both genders, they had little toy cars in happy meals. So this particular film was using all methods to market there film. This is just one example however all of these marketing and merchandising strategies have been used for many other PIXAR films.
A competitor for PIXAR animation is Dreamworks animation, this is a company that was founded in 1994, it is an American film studio which develops, produces, and distributes films, video games and television programmes. It has produced more than ten films with box-office grosses totalling more than $100 million each.
In December 2005, the founders agreed to sell the studio to Viacom, parent of Paramount Pictures. The sale was completed in February 2006. In 2008, DreamWorks announced its intention to end its partnership with Paramount and signed a $1.5 billion deal to produce films with India's Reliance ADA Group.
In December 2005, the founders agreed to sell the studio to Viacom, parent of Paramount Pictures. The sale was completed in February 2006. In 2008, DreamWorks announced its intention to end its partnership with Paramount and signed a $1.5 billion deal to produce films with India's Reliance ADA Group.
(http://en.wikipedia.org/wiki/DreamWorks)
Above is some information about the ownership of Dreamwork animation, the founders of Dreamworks decided to sell the Studio to a company called Viacom, which is the parent of paramount pictures, but then in 2008 Dreamworks decided to announce its intention to end its partnership with Paramount. Following the end of the partnership with Paramount, Dreamworks then decided to sign a deal to produce films with India's reliance ADA Group for $1.5 billion.
Dreamworks has been owned by 3 companies, the first was Independent (1994-2006), then it became a joint partnership with Paramount, which was then owned by a company called Viacom in 2006, this then ended in 2008 when Dreamworks was offered a deal from India's Reliance ADA Group for $1.5 billion, Dreamworks is still owned by them to this day. India's Reliance ADA Group is one of India's largest conglomerate.
Dreamworks is a vertically integrated company, this is because everything that is produced, is all done through dreamworks, this includes the production of the product, they distribute it and they also market it. Dreamworks have produced 23 films. The most famous feature film being Shrek. Shrek had a budget of $60'000'000 and had a gross of $484'409'218 to this day. This income came from the box-office, DVD sales, and merchandising, some of this money will be used to the budget for the next film, and also providing income for the workers.
Shrek was such a world wide known film, that have got products all over the world, following the film they then went on to produce childrens movies that carried on the story, they have produced a musical all about Shrek, theres toys, bedding etc.
Task 2
There are a lot of ethical issues in Animation this involves, Colour, Race, Beliefs, Use of language. Animation are regulated. They have to consider that they do not offend or discriminate, and example to support this could be in The Simpsons, the main characters are yellow skinned, and the corner shop owner by Apu Nahasapeemapetilon who is Indian. Another example is the early disney characters of Snow White, all of the good characters were dressed in white or bright colours, the villians were dressed in black or dark colours.
Heres some Codes of Practice from the BBC producers' guidelines:
12.2.2
The religious views and beliefs of an individual, a religion or denomination must not be misrepresented or abused, as judged against generally accepted standards.
12.2.3
We must be aware of the religious sensitivity of references to, or uses of, names, images, deities, rituals, scriptures and language at the heart of the different faiths and ensure that any uses of, or verbal or visual references to, them are editorially justified within generally accepted standards. Examples include the Crucifixion, Holy Communion, the Qur'an, the Jewish Sabbath and similar.
http://www.bbc.co.uk/editorialguidelines/page/guidelines-religion-principles/
2.3.1
The Principles are the standards that all BBC output must meet, regardless of who makes it or where in the world it is broadcast. (Note that the term 'broadcast' is used throughout the Guidelines to refer to the publishing of content by any means and on any platform - including television, radio, online, in print, or any other method of delivery.)
The Practices, which follow the Principles in each section, are based on the best practice of generations of programme makers; they are a framework for the considered editorial judgements needed when making our output.
The Practices help meet the relevant editorial values and the Principles. Some of the Practices are obligatory to ensure the BBC meets its legal and regulatory requirements. Others are advisory rather than obligatory. In all normal circumstances, they should be followed as well.
There may be circumstances in which a decision not to follow an advisory practice might be justified and might not constitute a breach of the relevant Principle. Anyone intending not to follow an advisory Practice should seek advice in advance from Director Editorial Policy and Standards.
http://www.bbc.co.uk/editorialguidelines/page/guidelines-using-principles-practices/
For the legal side of Animation it is very similar to ethical issues but it involves more in depth things for example the Broadcasting Act, Official secrets Act, Human Rights Act, Race relations Act, Privacy law etc.
For Legal issues a massive thin is copyright law. Here are the copyright laws for the BBC:
18.10.1
Intellectual property rights include:
- copyright
- moral rights
- performers' rights
- trade marks
- patents and designs
- rights to prevent "passing off" and breach of confidence.
Intellectual Property lawyers in the Litigation and Intellectual Property Department (L&IP) give advice on the protection and exploitation of the BBC's intellectual property rights and on the infringement risks to the BBC of using third parties' intellectual property rights. Litigation lawyers in that department give advice on the infringement of intellectual property rights.
18.10.2
Advice must be sought from the Talent and Rights Negotiation Group (TRNG) in Rights and Business Affairs about the commissioning or clearance of copyright works for use in BBC programmes or the contracting of performers. TRNG will generally provide the contracting service and contact should be made with them in good time.
There may be circumstances where a copyright work, in which rights have not been cleared, can nevertheless be included in a programme under fair dealing or other copyright exceptions. Anyone requiring advice on this from News and Current Affairs should contact the Intellectual Property lawyers in L&IP. Other departments should contact TRNG.
http://www.bbc.co.uk/editorialguidelines/page/guidelines-law-copyright-intellectual-property/
All films in the Media industry once they have been produced and are ready for distribution, films have to be put through a regulating body to approve the film and give it a certificate. For animation the top regulator is the BBFC which stands for British Board of Film Classification. In the UK there are 6 certificates that can be given for a movie. There are:
- U - Universal, Suitable for all - It is impossible to predict what might upset any particular child. But a ‘U’ film should be suitable for audiences aged four years and over. ‘U’ films should be set within a positive moral framework and should offer reassuring counterbalances to any violence, threat or horror.
- PG - Parental Guidance - General viewing, but some scenes may be unsuitable for young children. Unaccompanied children of any age may watch. A 'PG' film should not disturb a child aged around eight or older. However, parents are advised to consider whether the content may upset younger or more sensitive children.
- 12 & 12A - Suitable for 12 years and over - Exactly the same criteria are used to classify works at ‘12A’ and ‘12’. These categories are awarded where the material is suitable, in general, only for those aged 12 and over. Works classified at these categories may upset children under 12 or contain material which many parents will find unsuitable for them. The ‘12A’ category exists only for cinema films. No one younger than 12 may see a ‘12A’ film in a cinema unless accompanied by an adult, and films classified ‘12A’ are not recommended for a child below 12. An adult may take a younger child if, in their judgement, the film is suitable for that particular child. In such circumstances, responsibility for allowing a child under 12 to view lies with the accompanying adult. The ‘12’ category exists only for video works. No one younger than 12 may rent or buy a ‘12’ rated video work.
- 15 - Suitable for only 15 years or over - No-one younger than 15 may see a ‘15’ film in a cinema. No-one younger than 15 may rent or buy a ‘15’ rated video work.
- 18 - Suitable only for adults - No-one younger than 18 may see an ‘18’ film in a cinema. No-one younger than 18 may rent or buy an ‘18’ rated video work.
(http://www.bbfc.co.uk/)
Here are the contact details for the regulating body The British Board of Film Classification:
| General questions to the BBFC: Switchboard | 020 7440 1570 | Feedback |
| Press & Media enquiries: Catherine Anderson Out of hours | 020 7440 3285 07946 423719 | Catherine Anderson |
| Queries from submitting companies: Helpline | 020 7440 0299 | Customer Service Line |
| Finance and accounts queries: Accounts | 020 7440 0371 / 0389 | Finance and Accounts |
| Student seminar bookings / enquiries: Lucy Brett | 020 7440 0390 | Student Seminar Information |
| Booking the preview theatre: Switchboard | 020 7440 1590 / 1591 | Preview Theatre |
| Questions about our website: IT Helpdesk | 020 7440 3299 | Queries about our website |
Or email: feedback@bbfc.co.uk or by writing to: The Director, BBFC, 3 Soho Square, London W1D 3HD
(http://www.bbfc.co.uk/about/contact/)
The British Board of Film classification classify films and regulates them to fit an audience. They do this by giving each individual film a certificate. Even though most animation films are focussed for children, every British film still has to go through this regulating body to give it its certificate. For example, Toy Story has the classification of PG - Parental Guidance.
Censorship is controlled by the regulatory bodies for example the BBFC, ASA etc. But self-censorship is about parental control, and how parental control can be set on a computer so that there children cannot access certain areas.
I havent seen any recent complaints or constraints on animation though in the past in the Lion King, there was a lot of complaints about there being sexual content. In 'The Guardian' there was an article about 'The Lion King: the only Walt Disney film with a sex scene'
'In this sequence, they roll together, over and over, down the hill. In their semi-accidental embrace at the bottom, Nala licks his cheek - and Simba does an "ooo-er, gulp" sort of take at the camera. It's obvious there is magic in the air. Until this moment, however, things are pretty U-certificate. But look: during this shot, in the bottom left corner of the frame, Nala is settling back in a very languorous and inviting manner. Then we cut to a close-up on Nala's face. And that expression ... I mean ... that's the minxy facial expression of a Disney character who clearly and explicitly wants something that I can't remember a Disney character wanting before or since: vigorous and protracted penetrative sex.'
(http://www.guardian.co.uk/film/filmblog/2007/oct/22/thelionkingtheonlywaltdisneyfilmwithasexscene)
Above is an article from The Guardian talking about what they have found in The Lion King, and they then go on to talk about some of the complaints that they have had from the public regarding the love scene between Simba and Nala. There have not only been complaints about the love-scene in The Lion King, there have also been thousands of complaints about the arrangement of clouds in the films and how that they were positioned to read 'sex'. Task 4
To know about employment opportunities and job roles within the media sector
Ways of being employed Roles within the media sector:
Full Time
Part Time
Temp
Trainee
Apprenticeship
Volunteer
Contract
Part Time
Free Lance
Casual
Self Employed
Work Experience Presenter Director VT Operator Floor Manager Sound Operator P.A.
Animation alone provides thousands of jobs for those who are interested in animation. Animation companies currently provide employment for around 4,700 people throughout the UK, of whom nearly two fifths are freelance or on short term contracts, with almost 20% Sole Traders, or self-employed. The largest key occupational groups are draw/stop frame animation employing around 1,000 people, producing (910), computer generated animation (900), and production (430). In addition, a further 1,100 more people are employed in key animation roles in other audiovisual sectors.
Here are some of the different roles in the Animation Sector – Focusing on 2D Drawn Animation:
Jobs in Development:
* Director
* Producer
Pre-Production:
* Production Designer
* Art Director
* Designer
* Character Designer
* Prop Designer
* Background Designer
* Colour Stylist
* Clean up Artist/Design Assistant
* Storyboard Supervisor
* Storyboard Artist
* Storyboard Assistant
* Layout Supervisor
* Layout Artist
Production:
* Assistant Director
* Background Painter
* Digital Paint Supervisor Scanner
* Digital Painter
* Line Test Operator Runner
* Animation Director
* Key or Lead Animator
* Animator
* Junior Animator
* Key Clean up Artist
* Assistant Animator
* Inbetweener
* Production Secretary
* Production Assistant
Post-Production
* Special Effects Animator
* Special Effects Assistant Animator
* Digital Compositing Superviser
* Key Compositor
* Compositor
* Checker
* Editor
* Editing Assistant
I then separated all of the different roles into different types of categorys that they then fell into whether they were creative, technical or production management.
Pre-Production:
Creative Roles Technical Roles Production Management
Production Designer
Art Director
Designer
Character Designer
Prop Designer
Background Designer
Colour Stylist
Clean up Artist
Designer Assistant
Storyboard Supervisor
Storyboard Artist Clean up Artist Design Assistant Production Designer Art Director Character Designer Prop Designer Storyboard Supervisor Layout Supervisor Director Supervisor
Storyboard Assistant Layout Supervisor Layout Artist
Production:
Creative Roles Technical Roles Production Management
Background Painter
Digital Painter
Animation Director
Junior Animator
Inbetweener Digital Painter
Key Clean up Artist
Inbetweener Assistant Director
Digital Paint Supervisor
Runner
Animation Director
Junior Animation Key Clean up Artist Assistant
Animation Production Secretary
Production Assistant
There are a lot of jobs that are available online. A main website that can be used to apply for animation jobs is http://www.animatedjobs.com/. You can apply for all types of jobs on this website. All you need to fill in is your name, email address, the title of the job that yo uare looking for. They then do a search and email you, there best suggestions where you can the go on to apply for.
Another really good site to apply online is http://www.totaljobs.com/JobSeeking/Animation.html this is another good job seeking site. You can attach CVs and fill in applications online as well.
Another way to find jobs in the Media industry it networking forums. Theres a lot of job opportunities at networking forums because there is opportunites to meet new people, talk to them about what you can do, whether your multi-skilled or you are a specialist.
There has been a lot of debates between Mutli-skilled and Specialist workers, and even though that the Multi-skilled people can do lots of different things, does this mean that they are not as expert as the specialists?
Multi-skilled workers is workers that can do lots of different things, an example in animation could be: editor, layout, director, storyboard artist whereas specialists are workers that specialise in one particular thing, they could be just an editor etc. The big debate these days though are whether the multi-skilled people can be as expert in the same things that the specialists specialise in.
Jobs adverts within the industry
Here are some advertisements that i found:
Motion Graphics Designer/Animator
- Location:
- Salary:
- Date posted:
- Job type:
- Company:
- Contact:
- Ref:
- Job ID:
- http://www.totaljobs.com/JobSeeking/Motion-Graphics-DesignerAnimator_job53676749
The type of contract being offered in this job is permanent. And is being offered £30,000 to £40,000 per annum.
Key skills they are looking for:
As a pre requisite of the job, the Senior Motion Graphic Designer / Animator will:
- Have at least 4 years experience in Broadcast, Corporate and Broadcast Commercials
- Have comprehensive skills with After FX, Photoshop and Maya (or 3D studio Max)
- 3D skills preferable (Autodesk 3D Studio Max an advantage)
- Have a strong technical knowledge of the post production process.
- Demonstrate an ability to visualise problems and solutions in advance
- Show that they can contribute ideas that grow the department within a two month period
- Demonstrate an excellent command of both written and spoken English in regard to the highest standards of client communication and service
http://www.totaljobs.com/JobSeeking/Motion-Graphics-DesignerAnimator_job53676749
A second job:
Animator
Location: London , South East
Salary: Dependent on Experience
Date posted: 17/05/2012 15:23
Job type: Permanent
Company: Creative Personnel
Contact: Joe Eubel
Ref: Totaljobs/JE 04700
Job ID: 53631080
Here is a different job advertisement, this ad doesn't give a amount for paid salary, it is all dependant on experience. The contract being offered for this job type is permanent.
Areas of experience they are looking for:
- Experience from working with animation in the game industry
- Excellent understanding of the animation principles
- Excellent skills in working with Maya, Motion Builder or similar
- Passionate about video games and animation
- Experience with setting up/working with animation blending trees and/or state machines
- Experience working with motion capture, recording and editing
- Strong ability to deliver on time and to set realistic time estimates for own work
- Motivated & Committed
- Good Team player with a can-do attitude
- Industry knowledge, knowledge of common practices and understanding of industry trend.
This job advertisement does not specify any required qualifications.
http://www.totaljobs.com/JobSeeking/Animator_job53631080
A third job:
Technical Animator
The type of contract being offered is permanent.
There are no specific areas of expertise nor qualifications for the job. The pay being offered is £35'000 to £45'000 per annum.
Task 5
Live job advert:
Animator
Location:
London , South East
Salary: £135 - £170 per day
Date posted: 22/06/2012 11:09
Job type: Contract
Company: STR Ltd.
Contact: Charlene Jacques
Ref: Totaljobs/CJ/HQ00048755
Job ID: 53905787
Showreels are important because it shows perspective employers the range and ability of your work. They are useful because they can be used to show employers your talents there and then in an interview rather than just a simple portfolio or a description of what you are capable of.
