Assignment 3 Reality TV


Television networks like reality TV because it makes them wealthy. Basically speaking, the real drive for television is making money. However, in the time like today, it is getting harder for the major networks to compete for audience attention. As means from economic perspective, “Networks are interested in audience who produce the revenue.” In order to survive among this televised cheap dates, networks found they should reproduce their strategy to retain and attract more audience. Lucky to these networks, the appearance of reality program is increasing the number of their audience. According to the case issue: “Forty-five percent of Americans watch reality TV, in the age of 35-49; and thirty- seven per cent of all Americans prefer to watch real people in real situations rather that scripted characters.” The increasing number means a huge advertisement profit will return to television networks. “Channel 10 sold an estimated $A30 million in advertising during the 13-week.” The expansion of the media means more media are chasing stories, program concepts, etc., and more extreme concepts will find their way into the things we watch, read and listen to. Reality TV in this sense will be more popular among network.


Marketers love reality TV because it brings them higher revenue. As reality TV shows are unscripted, marketers realize huge savings because they do not have to pay writers. For example, it only costs small amount per episode to produce a reality TV show, however, popular sitcoms can run up to millions. In fact, producers credit the writers. Without writers for sitcoms and dramas, producers turned to reality TV shows. Moreover, reality stars are also a way to guarantee additional coverage for marketers on entertainment shows, not to mention inches of free press. Meanwhile, marketers find if reality TV personalities used in the right way, can often draw the same kind of media attention from the entertainment press that mainstream celebrities can, and are far less demanding. Once off the air, they're extremely willing to extend their brief fling with fame for a more reasonable price than established stars. In this situation, those reality TV stars are cost-effective celebs. "All our clients want us to outperform the ad dollar through buzz. It was extremely cost-effective and this new kind of celebrity is still a bargain," said Mark DiMassimo, chairman of DiMassimo Brand Advertising. (Claire Atkinson, 2003)


Many viewers enjoy reality TV. Psychologists offer several interesting reasons for the popularity of the shows: First, viewers identify with the ordinary people who are chosen as participants and then become famous. Because of social factors- the influence from friends or family members who have already been famous through reality TV, people may choose this way to promote themselves. Second, viewers are titillated by the voyeurism- tic thrill they get from seeking in. For participates, they enjoy the perception of being an actor or create a meaningful picture for their ordinary daily life; meanwhile, viewers may learn a lot from participator’s behaviour. Thirdly, viewers enjoy the competitive nature of the shows where are always winners and losers. Participants, on the other hand, are attracted to the instant fame that highly rated reality TV shows offer. As one potential participant said, “I just want to get on television. I had a desire to be famous all my life.” This motive is internal energizing force that direct participant’s behaviour toward his goals- becomes a famous man. These internal factors also make ordinary viewers crazy love reality TV.



In order to maximum profit, many marketers try to understand consumer behaviour to that they can provide greater consumer satisfaction. Due to this reason, they have to take culture influences into consideration, when exporting a reality TV formula to other countries. Basically speaking, two main factors appear to account for this variability. On one hand, understanding cultural myths is important to reality shows marketers. As every society possesses a set of myths that define the culture, a popular program in one country might not be accepted in the others. For instance, the Temptation Island, a popular reality program in America. It shows couples were enticed to cheat on their partners, is that the audience was watching to see scenes of illicit sex. What made Temptation Island popular was the possibility of