“We want to commission projects that amplify the impact and reach of Fiction and Entertainment TV output; boldly showcase new talent; and enable audiences to engage in stories, events and formats in ways linear TV is unable to offer”
Victoria Jaye, Head of Fiction and Entertainment, Multiplatform Commissioning
The Fiction & Entertainment Multiplatform Commissioning Team
| Sarah Clay | Drama and Switch |
| Martin Trickey | Comedy and Entertainment |
The Fiction & Entertainment Multiplatform Context
Fiction and Entertainment content is central to the BBC's public service provision. Shows from these genres attract big, broad audiences, and are highly valued by BBC under-served and younger audiences.
With the availability of web, mobile and interactive TV platforms, we're no longer confined by the linear TV slot in terms of conceiving stories, events and formats.
We want to use these opportunities to ensure we increase audiences' discovery, access and engagement in our content, and that we delight and surprise them with fresh ways of experiencing these genres and connecting with talent, characters and other viewers across the UK.
Whilst the media landscape is changing fast, the importance of high quality performance, dramatic story telling, and engaging formats has not, and we're as passionate and demanding about the quality of approach to these for multiplatform projects as we are for linear output.
Overview of Multiplatform Development Opportunities 2010 / 2011
1. Content Innovation
Our multiplatform commissioning focus for 2010/2011 is ambitious and distinctive content innovation that is either directly related to a TV title e.g. E20 for EastEnders; an event e.g. Chartjackers for Children In Need; or is standalone and delivers to our multiplatform comedy agenda e.g. Misery Bear and David Firth.
By innovation, we mean editorial, not technical: ideas should use existing platforms and applications, (including BBC and third party - e.g. Facebook, Youtube etc..) and have minimum impact on internal Future Media and Technology resources.
By ambitious, we mean approaches to content that fully exploit the creative opportunities of digital platforms, offering audiences experiences linear TV just cannot - extending story worlds, characters' lives, and format play beyond broadcast; offering audiences opportunities to contribute to shows, effect outcomes and be rewarded for their time.
By distinctive, we mean approaches that renew how we deliver public value to our audiences. How can digital platforms refresh our approach to UK Comedy and Drama production; nurture and showcase new talent; across Entertainment and Events, how can digital platforms bring communities and the nation together to celebrate moments or help fuel conversation? How can we inspire and support knowledge building? What sort of partnerships with external organisations could we foster to help realise ambitions?
The role of established programme talent or new personalities is absolutely essential in contributing or navigating audiences to multiplatform content. We ask that producers secure talent commitment to multiplatform projects as early as possible in the development process to ensure they have the time and skills to deliver to ambitions.
We really encourage digital indies to collaborate with TV indies to develop integrated cross platform ideas across existing and new TV titles.
Full details of our requirements for content innovation in each genre are detailed below.
2. Automated Programme Support (APS)
For every TV programme, a programme page is automatically created on BBC Online that is permanently accessible via www.bbc.co.uk/programmes. These pages not only enable every TV show to be promoted as early as possible in their lifecycle, they also ensure we build a compelling public record of the programme.
Our aim is for TV producers to increasingly input into these pages by enriching them with high-value, short-form content and contextual information from the programme or programme making process. This includes: programme extracts, edited highlights, programme extras (e.g. backstage footage); and/or recommended external links. This content will be agreed at the point a linear TV show is commissioned and will need to conform to the relevant editorial guidelines. Guidance on the type and format of short form content will be provided by your BBC editorial representative and the content will become part of the programme commissioning spec.
Drama: Multiplatform Development Priorities
Multiplatform Commissioning Executive: Sarah Clay
Strong storytelling and authorship are at the heart of BBC Drama. They are also vital in multiplatform - which we want to use to extend our popular shows, tell stories in new ways and create a legacy for our dramas.
Content Innovation
1. Fictional extras on red button and beyond
For 2010/11 in drama we're excited about finding ways to extend our fictional programme worlds. The role of digital in this area is to immerse audiences in unexplored perspectives on the plot or exclusive character insights (e.g. EastEnders DCI Marsden Diary). The best ideas will tap into immediate needs raised during shows: clues, explanations, nostalgia, curiosities etc. (e.g. Ashes to Ashes music information). It's also worth considering the value of sharing archive assets from current or older episodes (scripts, props, interviews, costume designs).
We're predominantly looking for red button ideas that could be re-versioned to go online. The most important things to consider are that the digital offer must be simple in order to engage broad fan bases and should reflect the unique style / personality of the TV programme. We're interested in ideas across the drama portfolio but finding ways to link our Sci Fi shows could be particularly fertile territory.
2. Online stories related to a TV series
For 2011/12 we're also interested in developing one or two strong online ideas around existing or new BBC One or BBC Three shows. Successful ideas must combine the qualities of TV and online to tell stories in new ways. We're not looking to create stand alone web dramas.
There is plenty of scope to push the boundaries of linear storytelling; however original authorship, strong characters and high quality execution are essential. We're happy to develop ideas iteratively but initial proposals must clearly demonstrate platform integration; the distinctive role of the offer in the marketplace and also prove that the idea has high impact for the target audience.
Comedy: Multiplatform Development Priorities
Multiplatform Commissioning Executive: Martin Trickey
The BBC's comedy presence online aims to be the primary destination for those who want to enjoy the best of British comedy (past, present and future). Tonally audiences look towards multiplatform content for a 'quick lift' so visual 'point and laugh' content is popular (e.g. The X Husband) and instant gags will be more appreciated than thoughtful, clever missives. The personal nature of the environment also allows us to be more anarchic than on TV, so subversive and irreverent themes work well.
Content Innovation
1. Scripted, original short-form (under 3 minutes)
We're interested in short-form that can be enjoyed as stand alone content to attract both existing and new audiences to BBC comedy (under 3 minutes at £1000-£2000 per minute). Ideas can be experimental, using visually arresting approaches, but must be quick to turn around and feel like they've been made exclusively for the BBC (online, red button, YouTube). Whilst returning characters are welcomed e.g. Misery Bear, we don't want content with an ongoing narrative.
Specifically, we are also looking for funny 15 second ideas to replace the 'As Seen on TV' clips that air on BBC Three in-between programmes (low end of tariff e.g. £1000).
Proposals should consider how to innovate with established talent, giving them the freedom to create passion projects e.g. Chaos Labs, revisit old favourites, or try out brand new ideas in the digital space i.e. Brian Pern. In addition, we're especially hungry for ideas that use diverse new talent, especially new female talent. Be playful- we're happy to take risks to uncover new creative gems that could migrate to TV.
2. Exclusives related to big TV shows
We're also looking for opportunities to provide additional treats and exclusives to fans of our most popular shows e.g. How Not To live Your Life online, Outnumbered on red button, Just a Minute animated clips.
The focus for us will be on the programmes which lend themselves to viral content or online worlds e.g. The Thick of It, Never Mind The Buzzcocks and Psychoville, and we're primarily interested in red button ideas which can be re-versioned for online.
It's important that all ideas are rooted in the unique characteristics or personality of the show.
Entertainment: Multiplatform Development Priorities
Multiplatform Commissioning Executive: Martin Trickey
In 2010/11 we are specifically looking for content-led propositions rather than new creative software solutions. This means ideas must make use of existing platforms without technical support, or sit comfortably on our automated programme sites.
Content Innovation
1. IPTV Application Prototype
The BBC pioneered red button applications such as playalong quizzes and multiscreen video which have supported programmes across the portfolio. In 2010/2011, we want to commission a prototype participation application that could support Saturday night entertainment programmes or events in an IPTV environment.
2. Integrated multiplatform formats
How can we grow truly cross-platform formats for audiences on BBC One? A key development area for 2010/11 is the holy grail format that is built on activity across multiple platforms (mobile, red button or online) and where the audience is engaged in the format throughout the week, right up to and including the Saturday night show. We are interested in treatments for these formats with a view to commission pilots in 2011/12.
3. Original ideas to accompany big TV brands or events
Although we are almost fully committed for 2010/11, we are interested in developing innovative content ideas which can accompany big TV brands, such as Saturday night entertainment shows on BBC One, events like Children In Need, or that can offer something different for younger audiences across BBC Three.
By content innovation we mean:
Innovation in execution - e.g. for short- form content, think about editing styles that borrow from the grammar of web virals; beyond short-form content, think about how audio games or simple quick formats, like Youtube's Truth or Fail, can support programmes.
Innovation in terms of presenter talent - how can known personalities or Pied Pipers (i.e. people who already have a big web savvy fan base) contribute or navigate audiences to multiplatform content?
BBC Switch: Multiplatform Development Priorities
Multiplatform Commissioning Executive: Sarah Clay
We're interested in finding more ways to connect with teen audiences by marrying issues that are close to their heart with the open & social qualities of digital platforms.
Content Innovation
1. Bringing new talent and events to new audiences
Switch will continue to focus on its key editorial brands including The 5:19 Show (TV, Radio and Online), The Cut, Slink and The Surgery, so much of this activity is commissioned for 2010.
The 2-3 slots which are available for 2010 are around content innovation ideas which either cleverly draw in new audiences to existing brands; extend them out to social media spaces, or reach out to audiences in new non-BBC spaces. Content ideas which are hooked off real world events, e.g. Children in Need or Switch Live, work best for this audience. The tariff is £20-30k and the ideas can be audio, video, or text based. Switch has thriving social media presences on Facebook, Twitter and YouTube, so a format idea which makes intelligent use of the mechanics of these platforms will be considered.
As with the Fiction and Entertainment portfolio more broadly, we are not looking for ideas that need technical build or support.
We are keen to use known and non-known talent who are authentic and who can act as Pied Pipers to the teen audience. For example, Chartjackers (in which we followed 4 YouTubers as they attempted to crowd-source a Number One with no budget and just 10 weeks) in aid of the wider Children In Need event. This gave the format a shape and a purpose with people teen audiences wanted to identify with. It was also accessible and did not ask too much of the audience.
 Download the full Fiction and Entertainment Multiplatform Development Priorities
Pitching Guidelines
When you're pitching to us, we need you to be able to tell us:
What is the idea?
Ideally expressed succinctly - think elevator pitch.
Who's it for?
Which audiences will use it? Is it aimed at giving new experiences to existing audiences, or bringing in new audiences?
Why will they use it?
What needs, desires, interests, predilections or problems will motivate people to use it?
Why is this something the BBC should do?
Think about our strengths, public purposes, strategy, previous successes/failures and what the wider market is doing (or not doing). What is it trying to achieve?
How will people know it's there?
What will make this idea cut-through? Think about calls to action from TV, PR, marketing, search engine optimisation, links from other sites, viral promotion, etc.
How will people find and share it?
How do we ensure it is findable and accessible? Will web users be able to link to it, embed it, talk about it & promote it to their social networks? Do you intend to make the content available to other sites or services to reach wider audiences?
How will we know what people thought of it?
Consider if we should establish some form of dialogue with the audience. That might be through email, ratings, message boards, or some other mechanism..
What are the key skills & expertise required to deliver?
Does the team pitching the idea already have the skills and expertise required (editorial, technical, design, production)? If not, have you identified potential partners (internal BBC teams, external suppliers, strategic partners)?
Is there technical scoping / proof of concept work required?
And if so, do you have an estimate of how long that will take / how much resource?
How much will it cost?
Consider both initial set-up costs and ongoing costs and maintenance.
|
