EDEXCEL BTEC Level 3 Extended Diploma in​ ​Creative Media Production 

Assessment Title: Producers and Audiences 

Assessor: Sophie Blount  Student:  Group: Year 2 

Unit Number: Unit 6.1 & 6.2  Unit Title: Critical Approaches to Creative Media Products 
Hand out date : 23/03/18  Hand in date: 11/05/18  Date handed in:  
     
Resubmission date:   Resubmission  Date handed in:  
authorised by:    
(BTEC only) 

Individual Target:  
 
 

Actua Grading  Unit 6.1  Unit 6.2 

criteria   P1  M1  D1  P2  M2  D2 
l 
Grade  Achieved?             
 
Please note that the grade that you have been awarded is subject to confirmation following internal verification and 
external sampling by the Awarding Body. 
 
Learning  6.1: Understand how media producers define audiences for their products 
Aims:  6.2: Understand how media producers create products for specific audiences 
 

Scenario 
 
In preparation for this assignment brief you will develop an understanding of the relationship 
between producers and audiences, specifically looking at how audiences are defined (for 
example, audience research: age group, location, gender etc.) and addressed (for example, 
audience targeting: selection of content, construction of content, codes and conventions etc.).   
 
You will explore the way in which producers think about and target specific audiences, how 
producers create products for audiences and how audiences use and respond to these 
products.  
 
By understanding how producers define audiences, you will then be able to apply similar 
practices when producing your own film production.  
 
You have been employed as a producer for SolCol Films Inc. and are required to conduct 
research into audiences for a forthcoming film production. You have been given the following 
film trailers to research, analyse and write an audience profile pack on for ​one ​of the following: 
 
● IT​ ​Directed by Andy Muschietti (2017) 
● Brawl in Cell Block 99​ ​Directed by​ ​S. Craig Zahler (2017)  
● Baby Driver ​Directed by Edgar Wright (2017)  
● The Big Sick​ ​Directed by Michael Showalter (2017)  
 
 
  
 
 
 
 
 
 
 
 
 
 
 
 
 
Task 1: Audience Research (P1, M1, D1)  
LO1 Understand how media producers define audiences for their products 
a. A written introduction into audience profiling (posted in the ‘intro’ section of your 
‘Audiences’ page 
b. Research Portfolio (presentation of your research results uploaded to Weebly page 
‘Audiences’)  
c. Audience Profile Pack ( uploaded to Weebly page, ‘Audiences’)  
d. An evaluation of the research process (posted in the evaluative section of your 
‘Audiences’ page 
 
Written Introduction: 
- What audience profiling is and why it is important for media producers  
 
Research Portfolio:  
 
You are required to research and gather audience data on your chosen film in the following 
forms: 
Primary 
● Qualitative (e.g. focus groups, questionnaires, interviews) 
● Quantitative (e.g. surveys) 
 
Secondary 
● Qualitative (e.g. reviews, articles, blogs, platforms it is available on, etc.) 
● Quantitative (e.g. audience ratings and measurement panels e.g. BFI, IMDB, etc.) 
 
Once you have conducted your research, you will need to ​present ​these findings in a research 
portfolio on your Weebly page.  
 
Audience Profile Pack 
Once you have collated and analysed your research findings, you are required to produce an 
audience profile pack which is to be uploaded to your weebly website.   
 
Audience Profile Pack Checklist: 
a. An overview of the film with specific information on the director, production 
company, run time, budget, duration and BBFC rating 
 b. Demographics ​- what is their age, gender, sexual orientation, regional identity, 
socio-economic status? 
c. Psychographics ​- are they mainstreamers, reformers etc.?  
d. Socio-economics - ​A, B, C1, C2 etc.  
e. Social Media Platforms they use - ​Facebook, Instagram, Twitter etc.  
f. Where do they typically watch films? - ​cinema, YouTube, Netflix etc.  
g. What time of year do they visit the cinema the most? - ​Autumn, Winter, Spring or 
Summer 
 
Research Evaluation  
Now that you have defined an audience for your chosen film, you are required to write a short 
evaluation (500-1000 words) discussing the following points:  
 
1. How you have conducted your research and made it valid (e.g. the use of primary, 
secondary, quantitative and qualitative) 
2. What the advantages and disadvantages are of some methods of research that you 
used. 
 
Task 2: Trailer analysis – testing audience profile conclusions (U6 – P2, M2, D2) 
LO2 Understand how media producers create products for specific audiences 
 
Following your research, you are required to produce a 1200 word blog on who the trailer is 
aimed at and how effective it is.  
You will need to ​analyse the codes and conventions​ that are specifically used to engage 
them, with supporting evidence from your research and screenshots from the trailer.   
 
Comment on the following: 
- editing, eg length and order of scenes/ shots, sound, colour grading, typography, 
title text 
- construction of content, eg voice over, dialogue from the film, titles 
- codes and conventions, eg linguistic, visual, audio, symbolic, technical 
- modes of address 
- audience feedback: eg focus groups, audience panels, trialling and testing, reviews, 
complaints 
 

What to hand in:

Task 1a: Written Introduction
Task 1b: Research Portfolio
Task 1c: Audience Profile Pack
Task 1d: Research evaluation

Task 2: Trailer Analysis – testing audience profile conclusions (1200 words)

How to hand in your assessment:

 This assessment must be submitted digitally to your weebly website.
If you have a valid reason why you will not be able to hand in the work on time you will need to fill
out and hand in an AE form to your Lead IV or Head of Department.

Student declaration:
I have read the Assignment Submission Procedure. I agree that this is my own work or my own
work and that of other members of my group. It has not been copied (plagiarised) from any
other source e.g. the internet, a book, another student or group of students. I know that I may
FAIL this assignment if my head of school proves that this is not my own work.

Student signature Date:

Student feedback on what you liked and/or disliked about this assessment.

For staff use only.

Internal This assessment has been IV name: IV signature: Date:
Verification verified and form IV8
completed:

SMOG index:

Test for readability on scenario and tasks only OR workbooks tasks. Appropriate scores are: L3 = 16; L2 = 13/14; L1 = 11/12; entry level = 9/10
Assessor marking grid

Student name:

  Achieved (​✓​)  Target date 

Not attempted (NA)  for 
Grading criteria  Fail (F) 
Comments/Feedback  resubmissio
  Resubmission (R)  n 
Describe how media producers 
Unit 6  define audiences with some 
P1  appropriate use of subject 
terminology [IE] 
Explain how media producers 
define audiences with reference 
Unit 6 
to detailed illustrative examples 
M1 
and with generally correct use of 
subject terminology 
Comprehensively explain how 
media producers define 
Unit 6 
audiences with elucidated 
D1 
examples and consistently using 
subject terminology correctly 
 Describe how media producers 
create products for specific 
Unit 6 
audiences with some 
P2 
appropriate use of subject 
terminology [IE] 
Explain how media producers 
create products for specific 
Unit 6  audiences with reference to 
M2  detailed illustrative examples and 
with generally correct use of 
subject terminology 
Comprehensively explain how 
media producers create 
Unit 6  products for audiences with 
D2  elucidated examples and 
consistently using subject 
terminology correctly 

General comments

Feedback on English and maths

I certify that the evidence submitted for this assignment is the learner’s own. The learner has
clearly referenced any sources used in the work. I understand that false declaration is a form of
malpractice.

Assessor signature: Date of marking:

Student signature: Date: