JB - How Do Audiences Consume Music Videos? (Emap)

According to Emap's research there are two types of audience consumption when it comes to music videos. These two are passive and active, otherwise known as Ambient and Focused. This type of television is unique because of the way in which it creates unique relationships between the artists and the audience. The video acts as a carrier of ideas for the consumer.

Focused viewing is for an attentive audience, and there is a deep relationship with the consumer. Ambient is used for less surfing and as an audio background - this type of viewing has a mass appeal, as it is secondary consumption.

The research Emap carried out was seen to be unique because of the way it created a relationship with the audience and acted as a carrier of ideas. Music television is seen as a new TV territory that gives unique modes of Television consumption. It is shown in Emap's research that 91% of 16-34 year olds watch music television in ambient viewing because they don't have anything else to do. They watch it because they can be less patient so rather than watching the adverts on other channels they watch music video television. This is clever and what makes music videos post-modern. Also ambient viewers use television as a non-stop party type music, for before they go out or as background music. Otherwise ambient viewing can be seen a type of music to fit the mood of the audience.They are fun to watch, and also advertise the product and the artist. Focused viewing of music television is largley attributed to the most recent up to date tracks. The graph on Emap's research shows this as 71% of focused viewers.

There is also Communal and Solo viewing in music television. Some examples of when communal viewing would take place is with friends before and after going out (ambient), at the work place (ambient) and watching cheesy favourites (focused), and learning dance routines (focused). For Solo viewing, listening to the TV instead of the radio (ambient), multimedia sharing (ambient) and video hunting (focused), or watching videos in conjunction with a youth magazine for example 'Q' one of Emaps magazine (focused).

'Social Currency' can be described as a 'community experienced in the home', watched by members, voyeurs, and tomorrows market, and as a source of ideas for viewers such as clothes and style as well as news and gossip. It may be considered post modern as it has an effect on peoples clothing, knowledge and social awareness. Music Television can be seen as exploratory as it creates zones that everyone can explore with a club entry with no door policy. you can discover new music as well as gaining inspiration and stimmulation.