Intended Institution

When producers create music videos they will consider what institutions will broadcast their music videos so that it can be shown to the correct target audience.

An institutions that would play our music video would be MTV, 4 Music or Capital FM. The television music channel 'MTV" target audience is aimed at young people aged between 12-34. This however is starting to die out as the number of young people who have the use of technological devices has increased. This means that young people are starting to use social media sites, such as YouTube to watch music videos.

A website called International business times said that "[But] today young people are connected through their devices, which is driving down ratings across cable and broadcast. Given MTV’s core demo, it’s probably hitting them hardest.” This is basically suggesting that MTV are losing out on views due to the increase in technological convergences.

This is an example of a music schedule for MTV music in which they will follow during a day of broadcasting.

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