NDM: The key concepts of audience and institution

1) What was the relationship between audience and institution in the pre-digital age?
The two concepts are inseparably connected. While their business models and products might differ, all institutions need audiences if they are to generate profit.But whilst every institution needs an audience, contemporary audiences are increasingly able to access media in ways which bypass traditional media institutions.

2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.
• The article talks about how ITV relies on income generated by advertisers. This means that appeal to a large audience are seen as more valuable than ones with smaller niche audiences.
• The article talk about how Sky One needs an income from subscribers and may well invest in programming that attracts a loyal audience, who are more likely to invest in a long term subscription to guarantee early access to the
shows they enjoy.
• The article talks also about how MailOnline receives more income the longer a reader stays on the site, so stories will feature lots of images and videos, and sensationalised or controversial 
3) The article ends with a section on the digital age
The article end section talks about how institutions need to adapt to survive as they can only survive through the audience viewing or purchasing from them.As the audiences go somewhere else to get what they want.So the digital age has allowed the media institutions to come up wit creative ways to keep the audience still interested and they will keep trying to introduce new ideas to keep them interested.

4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?
I believe the audience have the power and so the many media institutions will need to change their ways or even cut down their spend to survive as audience wont be purchasing their content.Such online news,music,cinema films etc the audience can get all these things from somewhere else without having to pay.