Institutional Context Part 1- How Do Audiences Consume Videos?

Due to current developments in technology music videos can be consumed through vast amounts of different types of media.
Some of these include:

• Youtube - Accessable via the internet, mobile phones and some iPods.
• MySpace Videos - Available through the artists MySpace pages.
• Music Television Programmes - Available mainly on digital and sky television via channelse such as kerrang! and Scuzz.
• Some videos are made available as extras on the artists singles and albums on CD.

However videos can be consumed in different ways inside the media. On youtube you tend to searhc for a specific artist or song and watch the video. However with music television channels you do not know whos video will be playing so apart from the radio this is arguably the most likely place that you will find new artists and songs that the audience like. Also the channels are usually categorised by genre. For example Smash Hits, Kiss, MTV and Bubble Hits are predominanly Pop Music. Q, NME and MTV2 are predominantly Alternative/Indie music, while Scuzz and Kerrang! are predominanly heavier rock. This makes it easier for the audience to consume videos of the genre they like.