ITV fed up with 'negative' talk, says Elliott

Tara Conlan

Thursday February 15, 2007

MediaGuardian.co.uk

The ITV director of drama, Nick Elliott, says the broadcaster is "fed up with being talked about negatively" and pulling out all the stops to restore its position as "the nation's most popular channel".

Unveiling ITV's new Jane Austen season, Elliott said that "about a year ago ITV could never be mentioned without putting the words 'beleaguered' or 'ailing' after it", but now things were changing.

"We're fed up with being talked about negatively. We're very determined to have only positive, good interesting things said about ITV. We've been working hard towards that goal of restoring ITV to the nation's most popular channel. I don't think it's a boast we can't justify," said Mr Elliott.

He said the ITV drama department had "cleared out a lot of old series", making way for new programmes such as Inspector Morse spin-off Lewis and the forthcoming John Prescott-based drama Confessions of a Diary Secretary.

The Jane Austen season - which features new productions of Mansfield Park, Persuasion and Northanger Abbey and a repeat of Emma, starring Kate Beckinsale - was one of the first things Simon Shaps approved after he became director of television at ITV.
Elliott said he wanted to do an Austen season because each generation needs its own version of the classics.

"About every 10 years all the great stories need retelling. These films will be very much 2007 films. With Laura [Mackie] and Sally [Haynes] we've asked and pushed the production team to make them young."

Mr Elliott said ITV dramas were having a good run, pointing out Wild At Heart was drawing big audiences and Coronation Street is up six points.

He also highlighted that Trial and Retribution has just finished its run and BBC1's Life on Mars had only just managed to draw with its rival in terms of audience share.
The Jane Austen season features stars such as Billie Piper, Anthony Head and Jemma Redgrave alongside the cream of young British acting talent.

Spooks star Rupert Penry-Jones' position as a successor to Colin Firth seems assured thanks to his brooding performance and a lingering kiss with co-star Felicity Hawkins in Persuasion.
The Jane Austen season will air on ITV1 mid-March or April, along with a behind-the-scenes show on ITV3.

ITV has other classic adaptions in the wings, including A Room with a View and Sense and Sensibility - both of which are being adapted by Andrew Davies.

Comments:

ITV has lost alot of its audience but i do find they only air boring programmes. I rarely watch it and only if the footbal or F1 is showing. ITV 2 and 3 however do show more films and sometimes you might find something on there that interests you. I feel that though competition is really high and that ITV will end bankrupt if nothing new and innovative is created.

Self Evaluation

Attainment = 1
Been to all lessons and think that I have provided a high quality of work since the begining of the year.

Effort = 2
Haven't contributed in all lessons but when I want to make a point, I will say it. Handed in homework in time etc.

Punctuality = 2
I do come late to lessons, but I don't take the ****. I normally am five minutes late max and if any later and do have a genuine reason.

Submission and Quality of Homework = 2
The blog work is not up to date because of internet problems so i won't argue no more, but the standard of work is high.

Ability to Work Independantly = 1
The majority of the time I do work on my own because I don't sit with my friends, and at home if I know something has to be done, I'll do it.

Quality of Writing = 1
I feel confident about my writing ability and think that it is at a high standard. I clearly indicate that I am able to write to an accurate degree.

Organisation of Media Folder = 1
If there's one thing I'm proud of it's my folder. I have seperate sections for the different modules, where all the handouts are up to date and annotated on.

Oral Contribution in Class = 3
Like i said before, i don't so much because I let other people get on with it, and then I really can't be bothered, but if i want to stress a point, I will open my mouth and speak.

3 Targets:
- catch up with blog work
- start getting more research on independant study
- contribute to discussions more

MED 1
Analysis of Tabloid Front Cover (The Sun): MIGRAIN Practice

Tabloid newspapers are generally small in size, are aimed at a less intelligensia/ middle classed audience, and tend to follow a political side; are either right or left wing. They are also described as the popular/gutter press as they generally contain celebrity stories and gossip. Also they can be sub-categorised further into "red tops", which contain soft news and often sensationalise the reader.

The Sun in masthead/30p/Tuesday, October 18th, 2005

Main Stories:
1) Trial of Joanne Lees
2) Victoria Beckham modelling
3) £2bn Lotto scandal
4) Jon Gaunts views on drug users

Main focus is Victoria Beckham (main image). £"bn Lotto Scandal with the biggest headline.

Red top masthead stands out, cathes the eye, draws in reader.

Colourful pic of Victoria Beckham again draws attention.

Large bold headlines in sans serriff easy to read and also the use of capital in SCANDAL, emphasises word and interests reader.

Most of space on page taken up by headline or pictures.

Lottery Logo used showing what article is about

Headlines are short, hard, monosyllabic, straight to the point.

Barely half a column devoted to text of article.

Sex drugs and murder are main focal points in Joanne Lees article.
£2bn Scandal main focal point.
Victoria Beckhams frock/ style if dress main focal point.
Focal points reflects intelligence of the readers.

Story 1 reflects Joane Lee's view point
Story 2 refelcts publics' view point on scandal
Story 3 reflects The Sun's view point
Story 4 refelcts Jon Gaunt's opinion on drug users

Quotes from Tory MP Edwards and Jon Gaunt - makes info seem reliable and trustworty

Articles rarely contain interviews, very biased and opinionated articles

Vocab used is symbol, often containing alliteration and puns
Certain words stand out when placed next to each other and give different view points to the article
Sentences are short with standar vocab
Sentence structured to show only one side
Language is very exaggerated and emotive
Langage and style reflect bias of paper

Target audience:
Middle class (the language)
Any race/religion (no mention of racist views)
Male'Female (articles on fashion and current afairs)
Average person that works on a "9-5"
Youngsters (article on drug users)

Audience is expected to believe what is told to them.

The play on the words and images makes the audience see what the story is about but won't make them see another side to the story being told. The image of Victoria Beckham is urely for gossip-females, and her in a revealing piec of clothing attracts males.

The audeice will read the text passively in their free time, on their breaks etc, its just to entertain and inform them on the story.

Rupert Murdoch indoctrinates his ideolgies onto reader - hw oens the paper.
Hegemony

MED 1:
Oil of Olay

The purpose and function of this advert is to persuade its audience to buy the Oil of Olay product. It informs the audience on the availability of the product and also educates them on its scientific background which has been strenuously thought out to ensure that the best possible product is made so that the best possible results are achieved.

This facial product advert is published in Cosmopolitan, a popular magazine aimed at a young to middle aged audience, fitting into the demographic classes of A-C. The magazine also contributes to showing models of different ethnicities. The fact that the Oil of Olay Company is multi-national signifies that it aims its product to people all over the world, ensuring a multi-ethnic band, of females from young to old.

The model featured is portrayed as being in her early forties, therefore this specific product can be seen to be aimed at women aged in their late thirties, early forties, when signs of aging start to occur. She is attractive, therefore satisfying the audiences’ aspirational pleasures, as if they buy this product, they will look as beautiful as her.

The setting is in a hotel room, signalling that this woman is always on the go. This represents her as independent. Again this is re-emphasised in the fact that there are no men. This induces a feminist tone whereby women can get along fine without the use of men, and can be satisfied without sexual intercourse. Again, the audience will aspire to this single, independent lifestyle on the go, and also another niche audience of divorced women is recognised, as they can make themselves look beautiful by using the product.

The actress is clothed in a silk robe, signifying her wealth, and also that she can afford an expensive looking hotel room. Again this represent the demographics of working to middle classed women who desire to be like her, and can achieve it by using the product.

The mood of the actress, shown by her expression signals to the audience that she is in a much happier state of mind living this independent lifestyle, and states she “feels stronger”. Again this shows how the product is needed to obtain this permanent perfect lifestyle.

The medium close up of her face, with the aid of subtle lighting, shows that her skin is in a healthy condition, and therefore is achievable, and makes the product more appealing and believable; that it actually works. The pakshot in the bottom right hand corner again informs the audience on what the product looks like, and that their eye will follow from the face of the model to the product and back again, emphasising that it works.

Propp’s theory can also be applied whereby the actress is the princess or even hero, and that when she goes to bed, she wakes up younger. Again this narrative fulfils the audiences needs as they can achieve younger healthier skin, effortlessly, without needing to resort to expensive cosmetic surgery. The evidence is right in front of their eyes.

Their slogan at the end “Love The Skin Your In”, at the bottom presents the company’s morals and values, that you should be comfortable with who you are. However, this can be considered to be quite ironic, as the audience cannot love the skin they are in as it is perceived by the advert that you must use their product in order to achieve healthier looking skin. The audience in actuality can only “Love The Skin They Are In”, if they have and use the product, resorting to a permanent façade that they will use in society.