The Audience
BBC ONE
Entertainment is hugely important for BBC ONE. It brings mass audiences to the channel and offers shared viewing experiences that appeal across genders and generations. It can also be really effective at attracting younger audiences to the channel, for example through post-peak shows like The Graham Norton Show. During the week, pre-watershed shows which are informative but light-hearted and laid-back, as well as family-friendly, work well. Meanwhile later in the evening, when physical activity has ceased and it's all about the mind, the less traditional audience is ready to experiment, and has no set expectations. Saturday night in particular is the emotional heart of the weekend and is particularly important for family/social viewing. It is the night of the week when entertainment expectations are at their highest - and we need to exceed them.
BBC TWO
The challenge for entertainment on BBC TWO is to continue to bring younger (25-44) audiences to the channel without alienating the older heartland. Factual-based formats have achieved this in the past by providing immersive experiences with strong entertainment values (which attracts younger viewers), whilst being set in an world which gives older viewers (over 55s) 'permission to watch'. Tonally, the BBC TWO audience appreciates something that creates a conversation with them and includes them in new experiences as well as telling a compelling story with strong entertainment values. Passionate expert talent can be key to bringing an audience to new shows.
BBC THREE
BBC THREE aims to connect with 16-34 yr olds and tone is really important on the channel. Humour is an entertainment essential for this audience. They also want opportunities to connect with others; they are looking for things worth talking about, whether ground-breaking formats or 'YouTube moments', and great television they'll want to share with their friends.
As well as TV that is light-hearted and fun, we want to give this audience TV that is opinionated and thought-provoking and provides powerful examples of human nature and life laid bare. 16-34s are inquisitive and ambitious, independent and adventurous and will be attracted to shows on THREE that feel like they're absolutely relevant to them and their lives, although this doesn't mean they're only interested in seeing themselves or their peers on screen, or they're only interested in youth-specific issues. Great THREE programmes will explore the world with the audience and introduce them to a range of characters that they'll love... or love to hate. Key to remember is not to aim too young as this audience don't think of themselves as 'kids'.
BBC FOUR
What connects the BBC FOUR audience is not age, wealth or place of origin but attitude, curiosity and passion. For them, television must compete with a host of other entertainment options and interests and TV is a way to stimulate themselves rather than a way of filling time. Rather than general TV browsing, they tend to come to the channel with a specific programme in mind. As a result, BBC FOUR audiences are engaged viewers. Programmes can be rooted in what for other audiences would be pretty arcane subject matter (Asian cinema or cryptic crosswords) but ideas still need to be executed with ambition and scale, either through the use of mainstream or respected talent or through longer runs. Intelligence and wit are crucial. BBC FOUR has shown it can attract really diverse audiences - it's all about their attitude to life and their need for 'clever pleasure'. Seasons in particular are a really powerful hook to bring new, broader audiences to the channel - entertainment can add a really important lightness of touch and wit to the season.
Multiplatform
In multiplatform we are looking for ideas that enhance the qualities of Entertainment. Whether the focus is on fun, togetherness, spectacle or participation, digital platforms can help us create increasingly engaging experiences for audiences.
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Mary Portas attracts a solid audience to BBC Two mid-week.
Dara O'Briain gets the audience laughing on Mock The Week.
Russell Howard's Good News is a strong Comedy Entertainment format for BBC Three.
Only Connect provides an intellectual challenge on BBC FOUR.
