Intended Audience

Wellcome additional element.

Definition

The group of people or individuals for whom the content is created or targeted for. It is the group of individuals who are expected to receive, understand, and benefit from the creation.

CALM	Sierra
AV_Target_Audience (Drop-down list)	Fixed field (006): Audn (specific codes)
AV_Target_Audience_Details (Free text)	521 Target audience note (free text)

How to determine Intended Audience

• Are there any clear signs from the metadata that this is aimed at a specific audience?

• The genre of the content can provide clues

Potential Options:

Medical

e.g. aimed to teach/inform medical professionals

Public/General

Suitable for anyone (over 18?). e.g. documentaries, recorded tv or radio shows.

Academic

Aimed at students, researchers, and educators. Content can be used for research, teaching, or learning. Such as lecture or conference recordings

Professional/Industry-specific

Aimed at those working on specific or niche field. e.g. conferences recordings, training videos, professional development content