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