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ranging from the early twenties to the early thirties. The term is named by analogy with mid-life crisis.
Quarterlife: User Generated Television; Create Your Life
A Case Study by Jennifer Francis
A place for artists thinkers and doers
Quarterlife is a show about a group of twentysomethings coming of age in the digital generation. It also happens to be a social network about what it means to be creative, to pursue a passion, to make a difference in the world -- or just to find a place in it. Main Character Dylan Krieger is a self-proclaimed writer who works as an associate editor at a fictional magazine called Attitude. She keeps a video blog on the social networking website Quarterlife. The show revolves around her views of her friends, her work place and herself, which she then tells us the viewers on the Quarterlife website. The show started on November 11th 2007, the first episode having 889,552 views on Youtube. It ran for a total of 36 episodes averaging to around 8minutes each. Having no consecutive timetable to their premiering, the last episode was broadcast online on March 9th 2008.
Though Quarterlife was created and produced by Marshall Herskovitz and Edward Zwick. It was funded by Bedford Falls Productions who also produced the TV series thirtysomething that was at its prime in the 1980¶s.
In my opinion the reason for producing the show is to do with finding a way to connect to people living in the online age, those who don¶t spend time watching television and do just about everything on there computers. The original platform for the show was on the actual Quarterlife website, this in itself shows that it was made to target a niche audience, as not a lot of people, if any have heard of Quarterlife the video blogging website. In a way you could say that the text is in disguise as they¶ve made a show to target people who actually live their lives like the characters. http://www.imdb.com/company/co0113596/
Though the show was aimed at an audience between their early 20¶s to early 30¶s they reached a much younger demographic of 16 to 25 year olds
Though the main V-logger is a female the comments on all three internet channels come from both Males and Females alike.
Students who cant afford to go out so spend there time online
Though the characters are Caucasian there¶s no reason for it not to appeal to people of all ethnicities as it¶s aim isn¶t to relate to people in the online age
Live in Rural areas with nothing interesting going on, that way they can relate to the cast
American, as that¶s where it was made and is where all the cast live. Though it was released globally on the world web web meaning its not restricted to just one nationality
The people who watch the show are most likely to be the artistic type, those that are interested in art, media, drama etc
Passionate, easy going, fun type people. The type that can take the positive criticism given to the work they may post online
Working classed because the characters are simple people stuck in dead end jobs
Video/blogging, making and sharing things they make (Videos, artistic creations) online so that people can comment and give feedback. Also going out with friends when they have money
Quarterlife was enabled by Web 2.0 as the only place you can find the show is online on the Quarterlife website and its online page. Without this the would not have existed. The show was specifically made to be shown online as that¶s who their target audience are, if it was shown on the television then they wont have been able to reach their target audience so well
The production has been enhanced by web 2.0 by disproving that it would do as well on Television as it had done online. The abrupt cancellation of the show on the NBC channel enhanced its online popularity as it encouraged those that only saw the one episode on NBC to go and find out more about the show at its online base.
The main platform for Quarterlife is the internet. It got aired on the Quarterlife website as well as its MySpace page every week. Though that¶s where it started off, it was then eventually put onto Youtube. It and had it¶s 60 seconds of fame on NBC on February 26th 2008. Where it got cancelled after one episode as its debut was the worst performance seen by an NBC show in at least 17 years. Quarterlife being broadcast on an online blog community meant that it was exposed to a mass amount of comment by lovers and haters alike. Though the show was made to appeal to the online age, I think that they wouldn¶t have changed the content if they had been given the chance as it would completely defy the point of creativity and individuality, which is what the Quarterlife age is all about. Perhaps they may have change it in the television adaptation, but certainly not online
360 degree Saturation
Quarterlife has no form of 360 degree saturation. It can be viewed on Youtube, Quarterlife and on MySpace. You can¶t find any kind of merchandise whether it be a t-shirt or a mug. The largest chance it got at, at least entering into the 180degree bracket was when it got picked up briefly by NBC. I think this could be the reason it was never able to generate enough publicity to be aired on NBC, Granted that if at least a few people were seen at school or uni in a Quarterlife T-shirt then others would have been curious. That way when NBC aired the teaser trailers they maybe would have thought« ³Bobina was wearing a Quarterlife tee the other day at school, might be worth watching´
Though there is no hope of Quarterlife returning, the Quarterlife website already have in the works a documentary series called I believe, about an atheist with a qualification in religion. There is also talk of a new series of Quarterlife with an entirely different cast. They have begun to lay the foundations for by getting the audience to upload a video of them self to the website. They seem to be trying to expand their demographic by going in a different direction with the documentary type show I believe. I have to say that I personally am not sure whether they will make it in the 3.0 future. They never had an merchandise to support the Quarterlife series, it was broadcast semi-regularly for a total of 36 episodes. The viewers who loved it can¶t even get some kind of memorabilia, they need 360 degree saturation in there next project. http://seeika.ning.com/page/i-believe
It is a mass collaboration of individuals to co-operate and solve problems
Quarterlife in the terms of wikinomics, uses free creativity and Global thinking. As the Show itself is about being able to express yourself and thus sharing your thoughts and Ideas with others like yourself on a global level. Though the show itself doesn¶t give any leeway to allow watchers to change what they see, the website allows users to communicated and critique others. Giving them room for improvement, it¶s a mass collaboration of ideas as people share opinions. Long Tail
the internet allows for a vast variety of content.
The long tail theory is about how a niche audience will consumer more than a group of mainstream. Quarterlife applied to this niche audience, shows that they will watch Quarterlife then go and find similar shows online out of curiosity, may it be Lonely Girl 15 or E20 which is a form of distribute, a long tail idea. As apposed to if they watched it on television and they would have to wait for an advertisement of a new show as apposed to looking for one to watch. The long tail theory has made watching online only shows more popular.
Web 2.0 We normal everyday people can have our own input into media as before Media 2.0, media was a very one way thing, as media was created by professionals and we had no choice to watch it the way they made it. Now that we know we have a choice as to what we want to and what we don¶t want to watch, the professionals have decided if you cant beat them, join them, thus shows like Quarterlife, Kate Modern and Freak were invented. Reception Theory It's a theory which is a persons response to a theory in a way which the audience gives their own interpretation. In this case Quarterlife is a way the professionals gave an interpretation of how they view the online age and how we interact with each other. A way to re-communicate with us as we have stopped communicating with them
Uses and Gratification Theory
The different ways in how people can relate to the media, these being
Information Those that watch the show on Youtube or MySpace may have then decided to set up a Quarterlife account, as the show spread the word of the website.
Integration and social interaction They have integrated the website into the show, such as popular TV series iCarly. People can post comment about each episode which others can read and either agree or disagree to. Personal Identity The ethos of Quarterlife is in fact A place for artists thinkers and doers. Making a show about a person who posts about there life on the actual Quarterlife site completely relates to the audience
Entertainment Quarterlife, is still categorised as a drama, so that the audience can relate to the fictional characters and in that way its entertaining as people do tune in or have an RSS feed for when the next show is aired online
It will be very difficult for Quarterlife to press charges for copyright infringement because there are may similar online shows, and other could argue that the basis of the show was copied form their own, as the idea of a person telling the audience about they¶re life through a V-log for entertainment isn¶t so creative anymore, as all the professionals are trying it out one way or another. Characters like Dylan only exist because of the medias reach to try and get a grasp in the online age