ITV, Prey:

Uses and Gratifications:

The audience for this show what watch this for entertainment reasons. They would watch it for escapism and to relax. This could also be a time filler at a monday night.  I personally watched this show because of entertainment reasons and also for social integration, enabling me to connect with my family. 

Reception theory:

The preferred reading which be someone who has a similar profession and of a similar age. They might be married and have children. Also fans of John Simm because he has been in 'life on mars' and 'mad dogs' and a lot more. 

The oppositional reading would be someone who is really young and wouldn't understand it so wouldn't enjoy it. 

The negotiated reading would be someone of about my ages, who understands what is going on in the show but of other shows that are similar but can not relate to the protagonist. 

Cultivation theory:

There is a lot of violent and the audience just accepts it has past of the story. 

Mode of address:

I would say that it is informal because the relationship between the protagonist and the audience is close and they know as much as him as the story goes along. Although you learn a little about the other characters.