Audience research

The target audience for our production will follow the official target audience of E4 and BBC Three of 16-34 year olds. Within this age group we will specifically target urban youths as we feel they can relate to our production and enjoy it. The demographics of our target audience would be mainly E, for students and youths, as well as D for adults who will want to watch our urban drama. 

I believe the psychographic that best fits our target audience is aspirers and explorers.

Aspirers Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)

I believe that our urban drama production will appeal to the Aspirer psychographic. This is because youths we target will be very materialistic and fashion orientated. This will be a trait our characters will follow as urban youths ourselves in the production.

Explorers

Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student) The explorer group will enjoy our production and be part of our target audience as well. The fast paced action in our production will attract this predominantly younger group.   An extra psychograph we feel our production will appeal to, but not necessarily target, are reformers. Reformers Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education) We feel that this group may be attracted to our production not necessarily for enjoyment, but to highlight social problems with youths today. However to combat this problem our production, despite being an urban drama, will still try to show urban youths in a positive light and try to move away from this stereotype. An example of us doing this is using a white character as the main villain in our sequence.