TV IS DEAD?

PROGRAMME 1: STANDING OUT FROM THE CROWD

PROGRAMME OUTLINE

00:00 – 01:30

A general overview of the challenges facing the TV industry.

01:30 – 02:08

The advent of Sky TV, digital freeview and 24-hour viewing has led to an explosion of channels. Being distinctive is hard, and the marketing of channels and their programmes is complex.

02:08 – 04:24
Standing out from the crowd

Broadcasters put huge resources into marketing. Getting viewers to choose their programme is difficult, given so much choice and access to technology. Channel 4's Promotion Team prepares to launch 'Embarrassing Illnesses'. Branding and marketing tricks are as important as the programmes themselves.

04:24 – 07:18
History

Archive footage illustrates the development of television. Continuity announcers now need to guide viewers through a plethora of choices and linked media. While people like choice, they tend to stick with what they know. Broadcasters need their channels to be identified quickly.

07:18 – 12:54
Idents

Idents identify what a channel stands for, offering strong visual representations, and their production values have rocketed. Idents between programmes are crucial, every second of airtime vital to ensure viewers know which channel they are viewing. Continuity announcers may speak over credits in order to hold viewers, with visuals backing up the words. Channel design is important. The trailer for 'Embarrassing Illnesses' is revisited. The promo film for the series 'Lost' illustrates the complexity of today's trailers.

12:54 – 14:16
Content

Choice of content is key to winning viewers, who – with their remote controls – are in control. Sky paid over £1million an episode for Lost, the acquisition drawing people to the channel and giving it the chance to advertise other wares.

14:16 – 18:55
Dramas

US dramas come out top for young people because of their top quality, high production standards and strong episodic formats. Other channels can buy rights to show these dramas so they may not be exclusive to one channel and therefore no longer help to define a channel. Channel 4's 'Faces' campaign and the use of celebrities to help build a C4 world is examined. An update is given on the progress of the 'Embarrassing Illnesses' trailer.

18:55 – 23:48
Talent

The competition for 'talent' is great, key figures being associated with a particular channel. Channels may try to poach talent. The right personality can be a channel's making. Once again, the 'Embarrassing Illnesses' trailer is revisited. Younger people care more about programmes than channels, in spite of all the strategies that channels employ.