Television Publicity: Changing How Media Sources are Utilized to Reach Key Demographics

Abstract

This research project looks into the most effective media sources to utilize when television networks do publicity. This knowledge is increasingly important as the media landscape changes and the use of new media increases rapidly. A survey and analysis of viewer comments was used to establish the most relevant media sources for the key age demographic. Findings included that the key age demographic utilizes new media as their main source of entertainment information and that this demographic responds well to television publicity that involves interactive media. Media websites are very important for viewer use and interactivity, though the most used sources overall were general information and general entertainment websites. This study reveals that network publicists need to utilize social networking sites to hit niche markets, and need to change how they use media websites such as YouTube.com. This will help to optimize reach and success in gaining loyal fans.