The spirited debate in the comments section over
new media versus traditional media is an interesting one. What
interests me most about it is, how do people find new music? But
here are some background figures.
The gap between teenagers and adults as radio listeners continues to
widen. Over the last five years teenagers' radio listening has
declined by 3 hours a week versus 1 hour a week decline in
adults. On average in 2004, teens in Canada spend
8.5 hours a week listening to radio. (Statscan) I highly doubt
that teens find new music from radio. The recent reports of
payola confuse me. If radio listening is in decline, why would
you pay to have it put on radio?
As for television, the slowest growth in television comes in the
conventional television channels in 2004 at 0.9%. However
specialty and pay-tv stations increased by 9%. (Statscan)
The financial
report of CHUM, one of Canada's media conglomerates and owner of
the MuchMusic, reflects these general statistics. The revenue from
their conventional station has severely lagged their specialty and pay-tv
channels. This is not just because of advertising drawn to
specialty stations but because CHUM earns subscriber revenue from the
cable carriers.
MuchMusic and its derivatives does bring in revenue for CHUM. Do teenagers still watch MuchMusic to find new music?
According to CHUM's own promotional material MuchMusic is actually
geared towards 18-34 year olds and not teenagers who I would place at
12
- 18 years old. This surprised me quite a bit since I do pass the
screaming hordes outside the City-TV building every so often.
I'm in the 18-34 year old group and I don't watch MuchMusic but I don't buy cable. (Off-air baby!
Off-air).
Are you in the 18-34 age bracket and a buyer of cable
with MuchMusic in your package?
Do you find your new music that
way?
Is that how you buy CDs?
Please post and let me
know. I am sincerely interested.
And Black Stations, White Stations... This is 1984 (M+M) This
song nicely reflects that despite its glam and superficial shock-value, television afterall is an inherently
conservative industry. Times
change.
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Black Stations, White Stations. This is 1984
by
Siobhan McLaughlin
on Wed 16 Nov 2005 07:10 AM PST | Permanent Link
Comments
Re: Black Stations, White Stations. This is 1984
by
Calum Tsang
on Thu 17 Nov 2005 11:29 AM EST | Profile | Permanent Link
Are you in the 18-34 age bracket and a buyer of cable with MuchMusic in your package?
Ah, the beauty of blog-based research-- a self selecting population from Internet based on your readership demographic, fresh, skewed and full of anecdotal evidence! So there's nothing out there saying where young people are finding new music from? If we're going from anecdotal responses, I'm 18-34 and I find new music at Vietnamese restaurants. Calum Re: Black Stations, White Stations. This is 1984
by
Siobhan McLaughlin
on Thu 17 Nov 2005 11:47 AM EST | Profile | Permanent Link
So there's nothing out there saying where young people are finding new music from?
Well as this is not actually my job, I didn't have time to do research on that yet but I plan to as its a topic I am interested in. And as this is just my blog, I am interested in anecdotal evidence. I don't mean to go all blogosphere on you but I find stories interesting and useful in addition to formal market research statistics. As they say, statistics are the post to the drunk man, just enough to lean on. Vietnamese restaurants. Really? I find the music they play in places like that terrible. Its either - Western classical music, classical music from that region or the radio. None create a mood when I'm eating my Pho. But if you know a place that spins a groove, let me know. Re: Black Stations, White Stations. This is 1984
by
Nicci9Doors
on Sat 19 Nov 2005 12:03 PM EST | Profile | Permanent Link
Ok, so I did some research for your topic. I was subbing in an 8/9 class the other day and polled the kids on new music. They said they mostly learn about music through, yup, Muchmusic. They did say they listen to the radio--sounds like a couple of Top 40 stations outta Moncton are their choices (definitely not the CBC, which they think only their parents listen to). One girl said she'll watch a movie and like a song and check out the soundtrack. Now, granted, this is a very limited poll--the 8/9s are a class of about 14, which is actually on the larger side of the classes at this rural school. Most of these kids spend a lot of time watching satellite. But I think it's a pretty accurate assessment of what kids do re: music in rural areas all over Canada--unless they're doing music themselves, which, outta 64 kids at the whole school, only 1 does.
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