Initial ideas mind map created by the group.
Before we could consider planning which target audience will watch our soap opera we must first understand target audiences from other soap operas. This is when our target audience questionnaires became extremely useful giving us a broad understanding of the soap opera consumer market.
Firstly, though both genders watch soap operas, women make the larger side on the active audience. This tells us we should aim to attract both genders but concentrate more on a female audience. To get exact figures only four males out of fourteen candidates volunteered to do the questionnaire highlighting that soap operas’ are still connoted to women.
The questionnaire also suggested the most popular soaps are ones set closest to home. This explains why EastEnders is popular around my home area near London. All ages watch soap operas, potentially widening our target audience range.
Further study highlighted that demographic groups B, C1, C2, D & E all watch soap operas. These groupings vary from blue collar workers to educated workers such as teachers; once again leaving a huge potential audience.
Considering all of the above we have created a soap which will target the following…
*All races.
*Demographic classes B, C1, C2, D & E.
*Both genders.
How to attract both genders?
We aim to have an equal mix of male and female characters within our soap so the audience will not suspect the soap opera is made for a particular gender. Our characters have a wide range of interests, some manly, such as farming and cars/tractors. Some more feminine such as gossip, fashion and scandals/secrets. We also have mix gender interests such as socialising/ events, relationships, contrasted lifestyle and country life.
Contrasted lifestyle may be the most attractive one for the audience. We aim to achieve a rural soap opera that stays true to verisimilitude; which in turn shows a very real, yet very different life style
How to attract all ages?
Research shows the key way to attract all ages is by having a mixed aged cast. This is because some roles only can be played by certain ages. For example, a teenager cannot take up the role of an elderly woman who has a thieving grandson. Only a believable looking character can accomplish this role meaning ages are a major part to all soap storylines.
Each character must have a story plot suited for their age; this in turn will further attract audience members of the same age group.
For teenagers we have a devilish story of lust. A ‘cool’ young man is attracted to both the nice rural girl and the nasty, but more willing urban girl. This love triangle is perfect for younger audiences. This storyline could be called ‘eye candy’ and is full of gossip and secrets, a daily part of teenagers school life.
For adults we have a more serious plot; a confusing pregnancy story, a baby without a father, a mother who has two options; the already partnered husband or the pub landlord. To make matters worse the wife of this husband is the pregnant woman’s best friend. A stereotypical storyline which attracts a huge audience, mainly adults.
To attract the older audience we have characters they can relate to. This is one of the uses of gratifications, people watch for personal relationships/ social interaction. People always prefer a show if they like the character on screen, same way as if a character in a story is brilliant you will feel sad when he or she dies. Elderly people want simpler lives, considering this we have made two older kind characters, the stereotypical vicar and the widowed woman (who many audience members can relate to).
How to attract demographic groupings B, C1, C2, D & E?
To attract these groupings we must ask why each individual group watches soap operas.
Demographic group B, middle class, which makes up 13% of English people, are teachers and other government roles, they most likely watch soaps for a form of realise from the real world.
Demographic group C1, lower middle class, these include other non-manual jobs, make up 22% of English people and most likely watch soaps also for a form of realise.
Demographic groups C2, skilled working class and D, working class, together make up 54% of English people and most likely watch soaps for both enjoying them and escape from a stressful life.
Lastly, demographic group E, which makes up the 8% of English unemployed people and students watch for pure enjoyment of gossip and scandals.
Understanding this we realise people watch soaps for either enjoyment or escape and considering soap operas already do this we can accomplish it by following main soap conventions.
For those who watch purely for entertainment they help prove another uses of gratification theory, we watch television for entertainment.
How to attract all Ethnicities?
Our rural soap stereotypically shouldn’t have many ethnic cultures for rural England is mainly white man dominated. However, we intend to introduce ethnic characters into our piece, though this does not follow true verisimilitude or soap conventions for rural locations.
This introduction to ethnic characters however could have the potential to destroy our soap. People like stereotypical characters, for they feel safe around them, it is rare to see a black farmer and this may not have the desired affect we aim to achieve.
Unless a storylines demands it we will never be racist or offencive to any religions. This will make religious or ethnic groups feel un-threatened by our soap opera and in turn provide a chance for us to attract them.
Using our questionnaires which were created to gather accurate information regarding target audience desires we have established a accurate list of audience expectations. This list includes...
· Equal ratio of gender.
· A variety of ages.
· Conventional locations found in rural soap operas such as a farm and pub.
By including the three above into our soap opera trailer our audience are more likely to watch our soap opera and become part of the potential market.
Scott Collins
