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3-year Content Strategy 3-year Content Strategy

3-year Content Strategy - PowerPoint Presentation

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3-year Content Strategy - PPT Presentation

201718 201920 Content that CREATES THE CONVERSATION FIRES THE IMAGINATION TOUCHES THE HEART 1 Strategic Summary THE PURPOSE ID: 566163

content viewers s4c welsh viewers content welsh s4c series light speakers viewing audience fluent factual 2018 000 format homes

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Slide1

3-year Content Strategy

2017/18 – 2019/20

Content that:

CREATES THE CONVERSATION

FIRES

THE IMAGINATION

TOUCHES

THE HEART

Slide2

1. Strategic Summary

THE PURPOSE:

ensure S4C’s longevity

diversify the viewer demographic

reduce our dependence on the core audience

THE PLAN:

turn light viewers into regular viewers

reduce the average age of S4C’s audience

target viewers 16 – 24 and 45 – 64yrs

target less fluent and non-Welsh speaking viewers in mixed language households

THE CONTENT:

Create the Conversation, Fire the Imagination, Touch the Heart

THE MESSAGE:

S4C – close to you but taking you far.Slide3

2.

Who Watches S4C Today?

CAUSE FOR CELEBRATION:

audience

reach

in Wales has stabilised

a higher

% of viewers under 16 years old

than any other PSB

S4C’s average

AI (79) is higher than that of other PSBs (75)

an increase in online programme viewing figures (over 8.30 million in 15/16)

an increase in sharing and viewing clips online – 2.7 million in January

2017

IN NEED OF PARTICULAR ATTENTION:

10

% of viewers do 75% of the viewing

only 14% of viewers are aged 45-64

64% of S4C viewers are aged 65+

the average age of S4C

viewer

is higher

any than any

other

PSB

(62 years)Slide4

the channel is

over-reliant on

the

core,

65 + audience

a

dearth

of viewers aged 45 - 64

danger

- no continuity

of viewers

under 65 for the future

S4C’s Performance Against Other PSB Broadcasters

wk14 – wk51 2016Slide5

Future Trends

Ageless Society:

people will not follow traditional

lifestyle

or

viewing patterns

S4C will not be able to

rely on traditional

style

viewing

by older people.Slide6

WITH A NEW CONTENT STRATEGY THAT WILL:

increase the size of the core audience

and reduce dependency on the 10%

who

do 76% of the viewing

diversify the

age demographic

of the core audience

increase the number of

45-64

yr

viewers to

secure the channel’s

short-term

future

increase the number of

16-34

yr

viewers to

safeguard

the

channel’s long-term future

Now is the Time to Plan for this FutureSlide7

3. Knowing the Audience

WHAT CHARACTERISES S4C VIEWERS?

Medium + light

+

non-viewers

=

16-34s, + 45-64s +

mixed language

homes + less fluent + non-Welsh speakers

+

fluent

non

viewers

+ south + mid +

north-east

L

oyal

viewers =

65+ Welsh-speaking homes + fluent +

north-west

+

westSlide8

Demographic Trends in Wales

(2015/6)

48% of Welsh

speakers live in mixed language

homes

(on the increase)

28% of Welsh speakers are

in C2DE’s social group

29% of Welsh speakers are urban/suburban

53% of Welsh speakers are “less fluent”

(on the increase)

most

of the less fluent

speaker are

under 45 years old

8

% of Cardiff’s Welsh speakers belong to an ethnic

group (increasing)

24% of people with

in Wales have a disability

77

% of Welsh speakers

who belong

to an ethnic group

are aged 3-19

(on the increase)Slide9

UK Viewing Trends

(2015/6)

Increase in:

video on demand (VOD)

s

ubscription VOD

channels (SVOD)

broadband connectivity

timeshift

viewing

Reduction

in:

live viewing via television

screen, particularly among

younger groupsSlide10

4

. Understanding the Competition

BBC

1 and 2

education, information,

entertainment, ABC1 appeal

ITV

– entertainment

,

lifestyle, emotive content, C2DE’s

appeal

C4 -

experimental,

risky,

younger demographicChannel 5 - targets the C2DE’s, tabloid S4C’s Audienceloyal viewers – 67yrs, fluent, Welsh-speaking

homes

m

edium and

“non-viewers”

– 42/43yrs,

less fluent, mixed

language homes

light viewers – 34yrs, less fluent, mixed language homesMedium, light and “non-viewers” are the strategy’s target audience.So what do they watch instead of S4C?Slide11

TITLE

GENRE

CHANNEL

Great British Bake Off

Factual

Format

BBC1

Euro 2016

Sport

BBC1

Call the Midwife

Drama

BBC1

Death in Paradise

Drama

BBC1

Happy Valley

Drama

BBC1

I’m a Celebrity Get Me Out Of Here

Factual

Entertainment Format

ITV1

Strictly Come Dancing: The Results

Entertainment

BBC1

EastEnders

Soap

BBC

Masterchef

Factual

Format

BBC1

Our Girl

Drama

BBC1

Britain’s got Talent

Entertainment

ITV1

The Most Popular Series Across All Channels:

All S4C Mediau, Light and ‘‘Non-viewers’’

juggernauts, returning series – formats and soaps

lifestyle

and competition elements

challenging, emotional drama

glitzy

and expensive

celebrities

b

ig

s

porting eventsSlide12

TITLE

GENRE

CHANNEL

British Bake

Off Crème de la Crème

Factual/Leisure

Format

BBC2

Top Gear

Factual

Format

BBC2

X Files

Fantasy Drama

Channel5

Springwatch

Drama

BBC2

The Great British Sewing Bee

Factual/Leisure

Format

BBC2

Rugby Union

Sport

BBC2

Olympics

Sport

BBC2

The Island with Bear Grylls

Factual

reality Format (constructed)

C4

Most Popular Series Across the Majority of Channels

(not including BBC1 and ITV)

Among all S4C

Medium, Light and Non-viewers

juggernauts, returning

series,

factual formats

lifestyle

and competition elements

“live” elements – seasonal and “real-time” viewing

big sporting events

constructed reality with

jepoardy

“sci-fi” dramaSlide13

TEITL

GENRE

SIANEL

Celebrity Big Brother

Factual

Reality Format

(rig)

Channel 5

Big Brother

Factual

Reality Format

(rig)

Channel 5

24 Hours in Police Custody

Factual

(rig)

C4

How to

lose

weight well

Factual

Leisure

C4

Gotham

Drama (sci fi)

Channel 5

National Treasure

Drama

C4

Grand Designs

Factual

Leisure

Channel 5

Googlesprogs

Factual Format (rig)

C4

Gogglebox

Factual Format (rig)

C4

Sectert

Life of the Zoo

Factual Format (rig)

C4

Most Popular Series Across the Majority of Channels

(not including BBC1, BBC2 and ITV) Among all S4C

Medium, Light and Non-viewers

factual juggernauts and factual formats.

specialist

presenters and aspirational lifestyle

rig” device

giving special access

t

he opinions of ordinary people

older children in peak time

viewing

fantasy, contemporary drama (zeitgeist

)

anthropomorphising animals Slide14

The Great British Bake Off

Strictly Come Dancing

Euro 2016

Britain’s Got Talent

Happy Valley

Call the Midwife

Masterchef

Our Girl

The Secret Life of the Zoo

The Great British Sewing Bee

X Files

Gogglebox

Gogglesprogs

Masterchef

How to Lose Weight Well

Big Brother

24 Hours in Police Custody

How to Lose Weight Well

Ben Fogle New Lives in the Wild

Springwatch

Content that attracts S4C’s Loyal Viewers to other Channels Slide15

Summary: What Attracts S4C ‘‘Heavy, Medium, Light and Non-viewers to Other Channels

exceptional production standards

- excellent scripting, casting, direction and production

glittering entertainment

with an

element of competition

constructed

reality

with

a strong element of danger

and

jepoardy

dramas

– mostly modern, with detective series and sci fi

particularly popular

use of the rig

to

give

us special

access

and

to eavesdrop on the lives of ordinary people

factual formats with an element of competition

and obvious format beats

lifestyle factual

series with light format beats and

expert presenters

“live”

factual

content

from

a

particular

location, demanding “live viewing”celebrity elementsoapsspecial event sports programmesreturning series that serve as a “brand” Absence of observational documentary series music/entertainment programmes without an element of competitionThe Big Theme Content that creates the conversation, fires the imagination, touches the heart.Slide16

TRADD

65+

IFANC

16-35

DI-GYMRAEG

DYSGWYR

CYMRY CYMYSG

CYW

IFANC

DYSGWYR

CHWARAEON

s4c.cymru -

Gwefan

e.e

.

sgorio

/

lle

/

heno

Future Content DeliverySlide17

By 2020, A Clear Opportunity To:

commission contemporary content

establish new series that can return (juggernauts)

press the “refresh” button

renew S4C’s image

target lost viewers Slide18

Content Strategy: In PicturesSlide19

A Forensic Study of the Schedule is Currently Underway

NEW SCHEDULE WILL BE DRIVEN BY :

available

audience

information

to view (age demographic etc.)

TX

slots

to

fill

the

best

performing

types

of

programmes

for

the

slotsviewer

demographics

We

will

produce

an

annual ‘shopping list’ of

content

needs

Slide20

Possible Changes

Short Term:

additional news bulletins on the hour in the afternoon (1, 2, 3, and 6)

the

Cyw

service to begin from

6am, weekdays

Long Term:

free up an

hour-long “

family viewing”

slot twice a week,

Tuesdays

and

ThursdaysSlide21

Summary: The Strategy’s Main Objectives

more

hour-long formats

(factual and entertainment)

that could be juggernauts

in the schedule from January 2018

more

content

that appeals

to the whole family

(children as subjects )

press the “refresh” button

on our traditional / long-term series

more light

observational documentary series

in the 8.25 slot

more

new faces

and specialist presenters

more

diversity

across all our programmes

commission content that could be

an event in itself

contemporary, challenging

programmes that

reflect the zeitgeist

and take

risks

collaboration to create experimental and exciting

trans-genre

content e.g. family films, drama documentaries, sports documentaries etc.

work with the sector and specialist

senior producers

to raise standards

develop

new strands

for

single documentary

programmes (e.g. Wales’s best directors strand)

develop

more comedy, satire and “mischievous” entertainment

commission

digital

firstcommission content for the schedule (rather than attempt to schedule the content)publish a “ content shopping list”, to be reviewed every 6 monthsSlide22

The Work PlanSlide23

5. S4C: Close

T

o You, Taking You Far

WALES AND WELSH PEOPLE TODAY ARE:

urban and rural

w

ell off and “just about managing”

agricultural west, urban east

p

olitically and culturally diverse

Welsh speakers and

non

-Welsh speakers

fluent

speakers and

Welsh learners

Welsh-speaking homes and

mixed language

homesSlide24

The Challenge For S4C Today?

Commissioning Content That:

is of the highest quality

is contemporary and relevant

is both

universal and personal

deals

with

little things

that matter and the big themes that effect us all

e

ncourages everyone, to

watch and to enjoy together

If

our content

can

create

the conversation, fire the

imagination and touch

the

hearts of viewers

,

then

S4C can be the channel

that is

close to you and takes you far – in a

new,

exciting and

sustainable direction;

today, tomorrow

and well

into the future.Slide25

Dydd

Mawrth

 Cyfnod darlledu

Cyfartaledd yr awr21:30 

 

 

4

X

60

Strand

newydd

o

raglenni

dogfen

unigol

cyfredolMedi 2018£55,000Dydd

Mercher

 

 

 

21:30

 

  6X30ffeithiol, cymeriadau mawr, straeon

annisgwyl

,

drygionus

Mai 2018

£50,000

 

 

Dydd Iau

 

 

 

 

20:00

 

 

 

6

X

60

fformatau ffeithiol, adloniannol, gwylio teuluol, juggernautMedi 2018£70,0006X60fformatau ffeithiol, adlonnianol, gwylio teuluol, juggernautTachwedd 2018£70,000 (hamdden/ realiti lluniedig/ her/rig/plant 10 - 14/anfeiliaid?)  21:30   12X60Pryniant neu raglenni gwreiddiol rhad Ebrill a Medi 2018£25,000Dydd Gwener   20:25   6X30ffeithiol ysgafn neu arsylwadol. Dal drychMehefin 2018£50,0006X30ffeithiol ysgafn neu arsylwadol. Dal drych Medi 2018£50,000

 

 

Dydd Sadwrn

 

 

 

19:30

 

 

 

5

X

60

i’w

cadarnhau

Mehefin

2018

£75,000