Last week I went to an even run by DPP called ‘Online Pioneers’ about making TV for the digital age. They hosted speakers from Facebook, and from production companies Silverback and Fulwell73.
In ‘standard’ TV culture, production companies go to commissioners, who belong to broadcast organisations such as the BBC, ITV, Channel 4, Channel 5, UKTV etc, and sell them ideas for new programmes with which they can fill their schedules. The programmes are often designed with a certain time slot in mind, a certain audience, or to fulfil a certain demand or theme.
But in the digital age, this system is turned on its head. There are no more schedules to fill (you can watch content on demand or on your phone whenever and wherever) and no target audiences (anyone anywhere could be watching your content).
This has the effect of forcing authentically good content. People will watch what they think is good – because if it’s not good, they can easily find something else that is. As the speaker from Facebook explained, if your content hasn’t grabbed someone’s attention within three seconds, they won’t watch it. But this means that in order to work across different media – online, social media, and broadcast schedules, multiple versions of the same product have to be created. And this is what we’re seeing happen in TV at the moment – a production won’t just air on one platform, such as BBC One, it will have a Facebook trailer, a YouTube presence (think drip-fed trailers #1 #2 and #3), social media pages and extra content. All these different formats complement each other and create a fuller brand.
Fulwell73 are a production company that took advantage of the very beginning of the digital revolution. They realised that Content is King – that no matter what your delivery format, if the content is good, it will win out. So they pursued every idea that they thought was just really good, no matter what genre or what format. Their production company, as a result, has produced documentaries, music videos, adverts and comedy shows (including the Late Late Show and Carpool Karaoke!). Such a wide range of ideas – but each enormously popular and successful, because they pursued the quality of the idea, rather than a particular slot on a particular channel.
Sometimes these good ideas come from the talent themselves – whether they’re presenters, comedians, historians or scientists – they might have access through their work to ideas and events that are amazing, but that ‘telly people’ wouldn’t know about. The marriage of talent’s great ideas and telly’s editorial skill is often one made in heaven.
Silverback, a production company that makes high end natural history documentaries, revealed some exciting aspects of working with Netflix – the new commissioning giant. They’re a completely different culture – they don’t have the baggage that comes with the TV commissioners – instead what they’re interested in is a big proposition that will make a big splash and get them lots of subscribers. So instead of requesting content that will fit a time slot or audience, their request is simply make it as good as it can be. Once again, Content is King.
The Digital Revolution is accelerating daily, but I for one am tremendously excited by it. In a way, it has forced TV to become a meritocracy: there is a new confidence that if an idea is good, it will win out. The drive to find better stories and tell them as well as possible becomes ever more important – and it inspires me.