\fContents BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO THE NEED FOR UNDERSTANDING USE OF MOVING RESEARCH VULNERABLE FILTERING FORWARD COMMUNITIES TECHNOLOGY AND TIMEBANDS COLMAR BRUNTON 2 A Kantar Millward Brown CompanyThe need for research This section highlights the overall research design. COLMAR BSAL BRUNTON BROADCASTING STANDARDS AUTHORITY A Kantar Millward Brown Company TE MANA WHANONGA KAIPAHOWhy research? BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO ? Recently, BSA (in conjunction with TVNZ's Green Room community) undertook a survey to measure awareness and usage of tools or mechanisms audiences use to manage their viewing, including to protect children and other vulnerable audiences from unsuitable content on Free-to-Air (FTA) TV. There is now a need for qualitative research to explore amongst lower socio-economic communities whether timebands provide valid and useful protection against viewing inappropriate content on FTA TV. Research also needs to explore how audiences consciously or unconsciously manage FTA TV viewing, particularly for children. COLMAR BRUNTON 4 A Kantar Millward Brown CompanyResearch objectives BSA'L'Qx Inmcunuc smmmu wmilnln TE MANA WHANONGA KAIPAHO Specically, the questions the qualitative work sought to explore include: 63 m What motivates audiences to use some tools/ mechanisms and not others? % COLMAR BRUNTON W How do audiences use timebands, either consciously or subconsciously? How much trust and emphasis do audiences put on the time of day that content is aired? How would audiences feel if timebands were removed? What would they do? What would be the impact, if any? How would they feel if other tools were removed? What would they do? What would be the impact if any? What are audiences' expectations of broadcasters about the time of day they air content suitable for adult or mature audiences? What factors influence this? For example: Do they have different expectations depending on where the content is broadcast (e.g. FTA TV vs SKY)? Research approach BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO BSA worked closely with Colmar Brunton to construct the research design. It was identified that research with vulnerable communities was needed, as it is unlikely their views were captured by the quantitative study which had been completed online by mainstream New Zealanders. For the purpose of this study, vulnerable communities were defined as: New Zealanders from lower socio-economic areas; who might need protection from content inappropriate for children during children's accepted viewing time. In addition, given the focus on the role of timebands in FTA TV, we sought to include New Zealanders who live in areas with low broadband penetration (and don't rely on the internet for viewing content). As a result, we selected Dargaville, Kawerau, and Wairoa as interview locations. Colmar Brunton approached community organisations to initially identify potential participants willing to take part in an interview. Participants were further screened to ensure they met the qualifying criteria along with ensuring a spread of sample variables. Interview locations COLMAR BRUNTON 6 A Kantar Millward Brown CompanySample frame BSA BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 12 in-depth Interviews were of 1.5 Participants received interviews (IDIs) L hours duration and held $80 to thank them for were undertaken. in a central location. their participation. Location IDIs Other recruitment criteria included: Dargaville - Mostly/only watch content on FTA TV - Don't have Sky/Netflix Kawerau - Don't have multiple devices - Range of children's ages Wairoa 888 8 8 - Spread of gender and ethnicity Total 8 8 8 8288 - Spread of living situations. COLMAR BRUNTON 7 A Kantar Millward Brown CompanyUnderstanding vulnerable communities This section sets the scene and provides insight into participants' lives. HUB SMART X INFO XIW/XL GUIDE O C COLMAR BSAL BRUNTON BROADCASTING STANDARDS AUTHORITY A Kantar Millward Brown Company TE MANA WHANONGA KAIPAHOLower socio-economic households BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO All participants were screened as low socio economic status On a practical, Limited job opportunities day-to-day Instability of working conditions level, this Seasonal work (freezing works, forestry). means: with an annual Some don't have WIFI at home household income Resulting in of Mongrel Mob in all locations "I went to jail when my baby was 6 months old... away for two and a half years." Emerging American Gangsta culture in Dargaville Female, 21-35 years, NZ Maori, Wairoa COLMAR BRUNTON 13 A Kantar Millward Brown CompanyWhat does it all mean? BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 In the context of their day to day realities, all parents/caregivers "I love my kids. I want them to have a better life express a desire for the children in than I did." Male, 21-35 years, NZ Maori, Wairoa their care to make better decisions than they did, and ultimately to have "All those things I've experienced, my kids are not going to." better lives. Female, 36-50 years, NZ Maori, Kawerau "I want my kids to get a better education... teach them the Their hopes include children staying basics about life... that you have to work for things... in school/getting an education, not just expect stuff." staying out of gang life, staying Female, 21-35 years, NZ Maori, Wairoa away from drugs, learning that you have to work for things, etc. "I didn't finish school. I would love them to finish. If they stick it out, there's a possible job in hand's reach." Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa Seeking to control what their children are exposed to on FTA TV is a small "I don't want my son ending up in a gang. I'd rather he became a hunter or a diver, than in a gang." thing amongst everything else. Female, 21-35 years, NZ Maori, Wairoa COLMAR BRUNTON 14 A Kantar Millward Brown CompanyUse of filtering technology and timebands This section explores the role of filtering technology, with a specific focus on timebands. COLMAR BSAL BRUNTON BROADCASTING STANDARDS AUTHORITY A Kantar Millward Brown Company TE MANA WHANONGA KAIPAHOThe internet presents a real risk... BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 For many parents/caregivers, their mobile phones are the main form of communication - serving as phone (no landline) and internet "As a treat on a Saturday, my boy gets to take O access. my phone down to the library and use the WIFI there." Female, 36-50 years, NZ Maori, Wairoa Most had limited other device use, with some not having WIFI access at home (and having "I'm always telling my kids... 'mummy can go to connect elsewhere, e.g. public library). X back on the computer and see what you've been looking at'." However, in the context of the internet and Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa the information that can be accessed, most perceive a 'real risk' of their children being "I'm more cautious of him on a phone than TV. exposed to inappropriate content. He gets half hour limits, has to be in a communal space, I visit him and check what Many parents/caregivers can articulate he's doing and check his history. Other times I strategies to limit exposure (although it is X lock him out of the WIFI." mixed as to whether strategies are Female, 21-35 years, NZ Maori, Wairoa X implemented.) COLMAR BRUNTON 16 A Kantar Millward Brown CompanyBut TV, less so... BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Most families typically have only one (working) TV in their house. "You wont see anything you don't see in reality - domestic violence, gangs, Many have not considered swearing..." Thinking and behaviour around TV Male, 36-50 years, NZ Maori, Dargaville usage often revolves around: exposure to inappropriate TV content as a significant risk. "Once they're home from school at Taking 3pm, the TVs on... mainly Sticky TV. turns They sit there until 6pm. At 6pm the News comes on, all the adults watch Shared/ Compromise that while the kids have a bath. 8pm quality time 'keeping the the kids are in bed." together peace' There is an expectation that Female, 21-35 years, NZ Maori, Wairoa content wouldn't be 'too bad' Pacifying those (given it's a public with a greater "There is nothing that is majorly wrong broadcaster) need (e.g. with anything on Freeview TV." ADHD children) Male, 36-50 years, NZ Euro, Dargaville COLMAR BRUNTON 17 A Kantar Millward Brown CompanyPerceptions of inappropriate content varies... BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 The inappropriate content that parents/caregivers seek to avoid varies by individual families (and age of children). "It's more the violent stuff, the swearing... there's nothing wrong with naked bodies." For some, it is at a "The way they Female, 51-65 years, NZ Maori, Wairoa category/genre level, for example horror, pornography dress... showing and violence. bits of their body they're not meant "No bongs, meth or strippers." Others seek to limit individual to be showing." Female, 21-35 years, NZ Euro, Kawerau shows, for example The Female, 21-35 years, NZ Simpsons, Wentworth and Maori/Fiji Indian, Wairoa Naked Attraction. "We'd take horror over porn. Our kids grew up on horror movies... but I A few are blocking specific channels, for example Bravo (quality of content) or the music channel won't let them see porn." (provocative clothing/dance moves). Female, 36-50 years, NZ Maori, Wairoa COLMAR BRUNTON 18 A Kantar Millward Brown CompanyParents/caregivers identify potential harms (but often struggled) BSA BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Emotional "Their minds don't understand what they're "They see it once, then think it's ok watching." to watch the next one." Female, 51-65 years, NZ Maori, Wairoa Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa Knowing too much before Limited cognitive Set a Scare them their time processing ability Give them ideas precedent Give them Think the behaviour is Normalising Imitating behaviour Stepping stone to nightmares acceptable behaviour seen on TV other behaviour "Our younger kids are very "It would get them thinking "All these American movies with gangs and "Kids get bad ideas spongy... if they hear f* *k, it's OK... they would swear, criminals. Walk around outside in this community and before you know they say it." bash someone, try a joint." and you'll see everyone acting like that. Wearing it, they're out of control." Female, 21-35 years, NZ Euro, Female, 21-35 years, NZ Maori, different coloured scarves and acting like American Male, 36-50 years, Kawerau Kawerau gangsters. All because of what TV has shown them." Male, 36-50 years, NZ Maori, Dargaville NZ Maori, Dargaville Behavioural COLMAR BRUNTON 19 A Kantar Millward Brown CompanyWho's responsible for what children are exposed to? BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Inconsistency across the sample and within The children "The kids are not stupid... they know if they're individuals, with Parents/caregivers not supposed to be watching something." regard to who is Male, 36-50 years, NZ Euro, Dargaville responsible for what Broadcasters "TV people" children are exposed The Government "They're gonna watch what they're gonna watch, if you're not watching them." to on TV: Female, 36-50 years, NZ Maori, Wairoa "The TV people have been doing it long enough, they should know what they're Limited spontaneous recall of tools or filtering technology doing.' to control TV viewing. Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa Awareness of tools increased on prompting, however "It's the Government letting all this weird comprehension issues are evident. American stuff on TV that's causing the problem." Male, 36-50 years, NZ Maori, Dargaville COLMAR BRUNTON 20 A Kantar Millward Brown CompanyTimebands BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Parents/caregivers express limited conscious awareness of timebands overall. "I wasn't aware there were formal rules... I just assumed Some didn't know it was 'a thing' or had 'a name'. it was the parents' time. When the kids are watching TV, that's their time." Female, 36-50 years, NZ Maori, Wairoa On consideration, there is However, it's just deemed to be common "I don't think about it [ timebands] I just know it. awareness of the 8.30pm sense (when the children are in bed). Everybody does. I know that if something is for adults or watershed (AO at night). Fits with their concept of taking turns like adult rated like a horror movie or something, it is on watching TV. late at night. I know it is not going to be on during the day. If you don't, then where have you been?" Male, 36-50 years, NZ Euro, Dargaville Many unaware of the Not aware of classification. afternoon/evening (4pm "I had seen it. I didn't realise it was G in the afternoon. -7pm) timeband. Blurred by the presence of programmes I just thought it was AO after 8.30pm." like Home and Away Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa > (Of which, many participants are avid watchers) "I didn't know about the 4-7 thing. Now it's been > Even though these programmes have G brought to the table, it puzzles up... it's common sense." ratings, there is a perception the content Female, 36-50 years, NZ Maori, Kawerau contains adult themes. COLMAR BRUNTON 21 A Kantar Millward Brown CompanyPractical benefits of Timebands BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Embedded into their lives and routines. "The timebands... ensure adults and kids things are split. Some things shouldn't be seen by young eyes. So better that the times are split." - Provide structure Female, 21-35 years, NZ Euro, Dargaville At a > Focuses viewing time. "[Timebands are for] people like me, with young kids, who are old and practical level, > Supports turn-taking need a rest. There's lots of nannies [grandmothers] in this town timebands: behaviour. bringing up their mokos.' > Supports shared viewing. Female, 51-65 years, NZ Maori, Wairoa > Provides a signal that it's time for children to go to bed. "After school - shower, homework and then we can do things and we have TV together. We select together. We have three hours at night - Keep the children occupied from 6 to 9 o'clock, then its bed. We decide together, but we can take during the busy time at the end turns about who gets preference. Usually in that time we watch choice of the day. TV, car stuff like on Prime, burnouts and that stuff. We watch - Free up the parent/caregiver to Mythbusters - so it teaches them things, like even how to make things because we don't have money to buy things." focus on other things. Male, 36-50 years, NZ Maori, Dargaville - Provide the parent/caregiver a time to rest. COLMAR BRUNTON 22 A Kantar Millward Brown CompanyEmotive benefits of Timebands BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 At an emotive level, - Provide a sense of reassurance timebands: that the children aren't being "I tell my boy to watch TV... it's just an automatic exposed to inappropriate content. thought, that's what's on there should be suitable." Female, 21-35 years, NZ Maori, Wairod For some, they provide a mechanism to 'protect' in the "You can shove them in front of the TV for an hour, go absence of parental supervision. cook tea, do some chores... not worry about what they Supports parents by limiting see." 'hassle' - less opportunity for Male, 21-35 years, NZ Maori, Wairoa children to argue about what they can and can't watch. "There should be certain programmes at different times. It means less hassle in my house. The hassle is telling kids, 'you can't watch that'. But if it's on at a certain time, there's no arguments." Female, 36-50 years, NZ Maori, Wairoa "I'm still old school... happy to keep timebands... there's going to be a time when you're not there." Female, 36-50 years, NZ Maori, Kawerau COLMAR BRUNTON 23 A Kantar Millward Brown CompanyRemoval of timebands? Initial reaction BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 For some, the idea of removing timebands was "It's for all the other kids in our community, kids who quite confronting. are left on their own watching TV all day." Female, 36-50 years, NZ Maori, Dargaville . . . "I'd be angry, frustrated... it would piss me off because my kids would be open to anything." Female, 21-35 years, NZ Maori, Wairoa Participants "It's going to turn our kids into criminals, druggies expressed initial and rapists." reactions: Male, 36-50 years, NZ Maori, Dargaville "Yeah, nah... that will be turn the TV off and get outside, because there won't be any programmes for the kids to watch." Horrified Terrible Wont be good Male, 21-35 years, NZ Maori, Wairoa COLMAR BRUNTON 24 A Kantar Millward Brown CompanyRemoval of timebands? Considered reaction BSA BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO However, the removal of timebands was more acceptable on consideration, and importantly in the context of a suite other tools/filtering technology available (with particular reference to parental locks). General agreement exists that a 'combination' or a 'layered' approach of tools provided the best protection. However, many are not currently using the tools that are available. Many have low awareness and usage of parental locks. COLMAR BRUNTON 25 A Kantar Millward Brown CompanyIn the absence of Timebands, what would Broadcasters do? BSA - Two schools of thought... BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Retain the Status Quo 2 "Show me the money" Some perceive things Underpinning this perception is: Perception that the business imperative of profit making would (programming) will be The common sense approach with eventually override. similar and not change relative viewing times In doing so, there is a belief broadcasters would place greater priority on: dramatically. The perception that people > Chasing ratings (viewers) would complain. > Appealing to adult viewers (as they make decisions and advertisers want that). "I would hope they "They'd carry on the "If they had any brains "They will just focus "The programmes carry on with what same... be less stress for they would keep it the on adults, they are the they will put there they're doing now. them, with not much same. If they didn't, decision makers for will be good. To be It's logical. It fits." people complaining. If they would get heaps of advertisers so they different and attract Female, 36-50 years, they did [change] people complaints... viewer will focus on that." adults to that time NZ Maori, Wairoa would complain." power!" Female, 36-50 years, (afternoon)." Female, 21-35 years, NZ Female, 21-35 years, NZ NZ Euro, Dargaville Male, 36-50 years, Maori, Wairoa Euro, Kawerau NZ Maori, Dargaville COLMAR BRUNTON 26 A Kantar Millward Brown CompanyParental locks - low awareness BSA BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Some unaware of the existence of parental locks as a filtering technology tool. Low awareness at a "I didn't know that existed. I'm way back in the old days." conceptual level Female, 51-65 years, NZ Maori, Wairoa Perception parental locks are only a feature on Sky TV. "I know you can put locks on the Sky box. It is a feature. I don't think they have it on Freeview yet" Female, 21-35 years, NZ Euro, Dargaville Appears to be some confusion between Parental Locks (relating to Some comprehension content classifications) and Parental Locks with times (e.g. time issues restrictions used in WIFI access). "I thought it was a time to block kids out of TV... didn't really know what the parental lock was locking." Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa COLMAR BRUNTON 27 A Kantar Millward Brown CompanyParental locks - low personal relevance BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO There appears to be many instances of 'hand-me-down' freeview boxes (i.e. gifted from someone else). The implication is that parents/caregivers lose product benefits highlighted on packaging, and often don't receive the operating manual. Some have lost remote controls (and perceive universal remotes don't work with their particular Freeview box) so are unable to access the online menu/settings. Low relevance for Some have actively sought out the cheapest Freeview box and find they have personal situation orphan brands that are not supported or compatible with other aspects. and Freeview box "I don't think my one [Freeview box] has parental locks. My one isn't a common brand that people have." Female, 21-35 years, NZ Maori/Fiji Indian, Wairoa Some are undertaking a 'set and forget' approach - e.g. plugged in the Freeview box, tune it, and haven't reviewed it since. "When we got the TV, I pushed a button, waited for it to tune itself in and that was that." Female, 21-35 years, NZ Maori, Wairoa COLMAR BRUNTON 28 A Kantar Millward Brown CompanyParental locks - limited usage BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Some became aware through a significant life 'disruption'. For example, a grandfather researched the technology when A few are aware he found out his grandchildren were coming to live with him. A few became aware of parental locks through product packaging, and accidental discovery by just 'playing' around with the remote one day. A few have utilised the parental lock and then rejected the A few have rejected technology, as it interfered with their own viewing behaviour. "It was f**king annoying, so I got rid of it." Male, 36-50 years, NZ Euro, Dargaville COLMAR BRUNTON 29 A Kantar Millward Brown CompanyProgramme classifications BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Most are familiar with programme classifications, "PGR - that's Parent Guardian Rating. with AO being easily recalled and understood. You've still got to have a parent watching." Female, 36-50 years, NZ Maori, Kawerau Some expressed confusion with the PGR classification. This relates to what the "Some AO's are not [adults only], some G's abbreviation stands for and the required relative have sexual content. I don't always agree involvement of the parent/caregiver. with the rating." Female, 36-50 years, NZ Maori, Wairoa Similarly, most assume G classifications are "But then you've got Home and Away... they suitable (and potentially targeted) for children. have stuff on there like rape and suicide... It's a G, but that's not for kids." This is a source of confusion for some, who easily Female, 21-35 years, NZ Maori, Wairoa recall examples of programmes with ratings they don't necessarily agree with. For example, Home and Away. COLMAR BRUNTON 30 A Kantar Millward Brown CompanyCautionary warnings... BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 ... on TV Most are familiar with the cautionary "Even if you can't see it [because you're in warnings on TV. They are positive that the another room], you can still hear it." warning appears in both written and verbal form - providing the opportunity to hear it, Female, 51-65 years, NZ Maori, Wairoa even if you are in another room. "They're handy.. but you have to be Parents/caregivers feel the cautionary watching the start [of the programme]. If warnings provide a final reminder to ensure you miss it, you wont know." content is appropriate. Female, 21-35 years, NZ Maori, Wairoa ... on electronic programme guide Perception that it is handy to have, and might "And the programme guide is always be read when deciding what to view (in there, you can always look it up... amongst the other information provided). warnings go with that..." Female, 51-65 years, NZ Maori, Dargaville However, it is unlikely to be sought out specifically. COLMAR BRUNTON 31 A Kantar Millward Brown CompanyOther tools BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Programme Guides "When I was in prison I always read Little use of printed TV Guides. Deemed as the TV Guide... just something to an unnecessary expense. read, but I read it cover to cover. Haven't read it since then." Female, 21-35 years, Maori, Wairoa Electronic Programme Guides (EPG) Common use of EPG (by those with functioning remote controls). For many, it is a key part of their TV Some (especially those with watching behaviour - general surfing and younger children) expressed a TV viewing selection. desire for more information to help assess the suitability However, assessing content is often of G/PGR classifications. secondary. COLMAR BRUNTON 32 A Kantar Millward Brown CompanyMoving forward This section provides a short summary of key insights and explores a number of strategic options. HUB SMART X INFO XINYI GUIDE O COLMAR BSAL BRUNTON BROADCASTING STANDARDS AUTHORITY A Kantar Millward Brown Company TE MANA WHANONGA KAIPAHOInsight #1 BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Insight Behavioural Implication for challenge timebands Given the reality of Seeking to control In the absence of participants' lives children's viewing considered usage of (family structures/ with filtering filtering technology, fluid households, technology is not a timebands provide a criminal associations priority (and some safety net. etc), there are people have rejected it). that need protecting. COLMAR BRUNTON 34 A Kantar Millward Brown CompanyInsight #2 BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Insight Behavioural Implication for challenge timebands Whilst there is a Because Timebands have clear risk with parents/caregivers continued relevance exposure to don't identify a (and reinforce low inappropriate risk, there is risk). content on the limited use of internet, it does strategies to not hold true for control exposure TV. to content. COLMAR BRUNTON 35 A Kantar Millward Brown CompanyInsight #3 BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Insight Behavioural Implication for challenge timebands Whilst many are Behaviour around Timebands provide not consciously timebands is many practical and aware of automatic (and emotional benefits. timebands, they often taken for are imbedded into granted). other aspects of people's lives. COLMAR BRUNTON 36 A Kantar Millward Brown CompanyInsight #4 BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO Insight Behavioural Implication for challenge timebands Opportunity Parents/caregivers Awareness and With consideration An option is to express a general comprehension does of parental locks, attempt to initiate preference for not transfer into many parents/ behaviour change. combinations of usage. caregivers would be tools/filtering open to the An indication of technology to Usage of parental removal timebands. considerations for provide 'layers' of locks amongst these a behaviour protections. parent/caregivers is change very low. programme is highlighted on the following slides. COLMAR BRUNTON 37 A Kantar Millward Brown CompanyInitiating behaviour change BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO The COM-B model' suggests that the target behaviour (in this context, utilising parental CAPABILITY lock filtering technology) occurs as an interaction between three necessary conditions: Capability Opportunity Motivation MOTIVATION BEHAVIOUR OPPORTUNITY COLMAR BRUNTON 1Michie S, Atkins L & West R, (2014) The Behaviour Change Wheel 38 A Kantar Millward Brown CompanyCapability - psychological or physical ability to enact behaviour BSAL BROADCASTING STANDARDS AUTHORITY THE MANA WHANONGA KAIPAHO 66 Some parents/caregivers do not identify a need to protect children from TV content. "I would need someone to Some parents/caregivers lack awareness of parental locks as talk me through, probably an option. [person from local Some parents/caregivers lack an accurate understanding of electronics store]. I don't parental locks in the context of Freeview boxes. even know how to use the Psychological Some have expressed low self efficacy issues - a belief that [remote] control properly." ability they could not easily undertake the behaviour on their own. Female, 51-65 years, NZ Maori, Wairoa "If I knew how to operate it Some do not possess the physical ability to implement W parental locks. without any trouble. I'd be scared I'd lock the whole They are unable to access the settings menu on their Freeview Freeview up." box, due to a lack of remote control. Female, 21-35 years, NZ Some lack the financial resources/disposable income to Maori/Fiji Indian, Wairoa Physical purchase a replacement remote controlew Freeview boxes. ability COLMAR BRUNTON 39 A Kantar Millward Brown CompanyOpportunity - physical and social environment to enable behaviour BSAS BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO PHYSICAL environment SOCIAL environment Aspects of the physical environment to support the Aspects of the social environment to support the adoption of the behaviour may include: behaviour may include: - Ability to easily access information Creating a sense of normative behaviour 'everyone > Why media choices matter is doing it'. > What to look out for with children's viewing Perception of choice - blocking can be done on any > How to use the other tools available number of levels, by channel, by programme, by classification. COLMAR BRUNTON 40 A Kantar Millward Brown CompanyMotivation - to adopt behaviour BSAL BROADCASTING STANDARDS AUTHORITY TE MANA WHANONGA KAIPAHO 66 Reflective of a caring adult Seek to control what the children are exposed to Seek to protect the children in their care "[Parental Locks] would be cool, I could have control of what he's watching." Acknowledge potential harms of exposure to Female, 51-65 years, NZ Maori, Wairoa inappropriate content Seek a sense of reassurance Encourages purposeful watching COLMAR BRUNTON 41 A Kantar Millward Brown Company\fIMPORTANT INFORMATION Research Association NZ Code of Practice Colmar Brunton practitioners are members of the Research Association NZ and are obliged to comply with the Research Association NZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society. 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This project will be/has been completed in compliance with this International Standard. COLMAR BRUNTON Millward Brown Company MEMBER RESEARCH ASSOCIATIONScenario In 2017, the Broadcasting Standards Authority (BSA) commissioned Colmar Brunton New Zealand to undertake qualitative research to explore whether timebands' provide valid and useful protection against viewing inappropriate content on free to air (FTA) television amongst lower socio-economic communities. This research also explored how audiences consciously or unconsciously manage FTA TV viewing, particularly for children. For this assignment you are to consider the BSA's Management Decision Problem (MDP) to be: 'To understand whether timebands provide valid and useful protection against viewing inappropriate content on FTA TV amongst lower socio-economic communities' And the Marketing Research Problems (MRPs) to be: 'To identify what motivates audiences to use some tools/mechanisms and not others' "To understand how audiences use timebands, either consciously or subconsciously" To identify how audiences would feel if timebands were removed and the impact of this, if any" 'To identify audiences' expectations of broadcasters about the time of day they air content suitable for adult or mature audiences and what factors influence this Colmar Brunton's report outlines the findings of qualitative research examining the above Market Research problems. You have been tasked with providing a synthesis and critique of this qualitative research in report form. The 2017 Colmar Brunton report can be found in your Assignment 1 resources on Canvas and is referenced below: Colmar Brunton (2017). Understanding timebands within vulnerable communities: A qualitative study. Retrieved from https://www.bsa.govt.nz/assets/Uploads/Oe2ee9ffe1/2017 BSA_Understanding timebands within vulnerable_communities study.pdfTasks The short qualitative research report (max 4 pages) is comprised of the following FOUR main sections: 1. Provide an overview of the research conducted in the 2017 Colmar Brunton report. Please provide a short background (why is this research needed?) and state the MDP and MRPs. In relation to the MRPs, you are to synthesise the findings of the qualitative research report provided. 2. Outline the original/provided type of methodology in the 2017 Colmar Brunton report. 0 More specifically, you need to: (1) name the general type of research used (i.e., qualitative, or quantitative research), (2) identify and briefly describe the specific research method(s) that was/were used (e.g., depth interviews, focus groups, ethnography, observation etc.), and (3) identify the sample size(s) used in the report, as well as who was sampled. 3. Critique the 2017 Colmar Brunton report research methodology. 0 More specifically, you need to: (1) provide an analysis/critique about what the implemented 2017 Colmar Brunton report methodology did well and what it did not do well. Make sure to justify why it was/was not implemented appropriately (i.e., advantages, links to research objectives). Ensure that you justify your answers. 4. Suggest and justify a new methodology for research in 2022 (on the same topic) which uses qualitative research method(s). Provide details about your chosen methodology. 0 For example, where applicable - type of qualitative research method(s), participant selection (who?), place/location where you propose to conduct the research, sample size. Provide as much detail as you would like (given page limit restrictions). Make sure to justify your chosen methodology (i.e., linkages to strengths of the research method(s) and the MRPs) and why you believe this would be better than the methodology used in the 2017 Colmar Brunton research