I was recently reading an article that got me thinking a little more. The article was about the impact of the new rules on product placement on UK TV and how the money generated is to be split. A brief look at the history of the way TV works in the UK soon reveals that producers are paid by broadcasters to produce content they want and then broadcaster use this content to generate ad sales around the programmes to cover their costs. That is VERY simplistic - but generally that’s the way it has been. More recently producers have owned the IP (Intellectual Property) in the programmes they have made and been able to sell/license the content outside of the relationship with the broadcaster and get a much larger slice of any sales than the broadcaster who footed the bill for the original content. However producers up to this point have NEVER had access to any of the funds the broadcasters have generated through ad sales and programme sponsorship as they have been the exclusive domain of the broadcasters – now that is about to change.
With the new rules on product placement, suddenly the producers can get a slice of that action – as they HAVE to be involved from the outset with product placement in the programmes they are airing – the big question being debated is what that slice should be.
The thing though in the article that really caught my attention was a line where the journalist was describing a recent panel that “proclaimed” sitting around the table we have all the people needed to make product placement successful! They had Producers, Ad Sales teams, Marketers, Sales Agents etc. BUT no broadcaster in sight – so yes they could do a deal BUT they had no outlet for any of the content generated – so no one would see the programmes so no one would be reached.
This all got me thinking about the relationship generally between broadcasters and producers and how BOTH need each other to be successful. Let me say at this point I am slightly unusual in that I have a role as BOTH a producer and a broadcaster – so perhaps I am well qualified to speak into this. I have my own TV Production Company (Cloak Productions) and we make TV and video content for anyone who pays us. BUT I also have a consultancy role with GOD TV, heading up their production team and working with the Network on content to broadcast – both produced in house and by 3rd party producers.
In this “mixed” position – I can categorically state BOTH sides need the other and here’s why.
Producers generally have the ideas, and the abilities to turn those ideas into reality – PLUS they will sometimes have the business sense needed to get those ideas paid for – whether by the broadcasters of other funders – they can often make this work. Broadcasters on the other hand are able to deliver the one vital ingredient that producers can’t – an audience to watch the programmes.
Recently I have had increasing discussions with people about where TV viewing is going and what is happening with the advent of the Internet as a new means of distribution. Let me say up front that I am a BIG fan of the internet and I really believe it has a great future in terms of content distribution BUT it also has (currently) major limitations – the biggest one is how do people find your content amongst the Gazillion other programmes that are available? For every massive success with millions of “views” there are many many more that simply never make it – despite the quality of the product.
Broadcasters however have no such problem. While TV audiences maybe not what they were in terms of the actual numbers of people watching each programme – normal TV consumption is actually still increasing – the reduction in number is NOT because people are watching less TV (and more on the internet) – its actually because there is now such a wealth of content out there that people are watching what they WANT not just what is available as it was in the days of only having 2 or 3 channels to choose from.
This to me means it is even more critical that broadcasters and producers work together to deliver content that matches BOTH what the producer’s vision is BUT equally as important what the broadcaster perceives their viewers will watch – no longer will people just watch what you give them – now if they don’t like it they can turn over. It never cease to surprise me when with me “broadcaster” hat on I have discussions with producers who seem to think that my suggestions on how they could “tweak” their ideas so it works on our platform see to think it is an affront to their creativity – this is my fundamental point it has to be a partnership!
I really hope that in the Christian marketplace (my main area of involvement and interest) that this is indeed where we are headed. I am hopeful that increasingly producers and broadcasters are working together on projects to deliver a joint vision that meets the needs of both of them but even more critically the needs of the viewers – I do see – still only in the beginning form but it is there.
Producers – you need broadcasters, they can help you develop projects that will appeal to broader audiences AND when they do – they will get behind these and promote the heck out of them to ensure that the maximum audience is reached – talk to them as early on in the process as possible – they know their audiences MUCH better than you do.
Broadcasters – you need producers, they can supply you with fresh innovative ideas and can deliver them – BUT work with them to ensure you get what you want – also find out what your USP’s as a broadcaster are – don’t just do what everyone else in your market place is doing – find out what your audience is looking for and tailor the content you air accordingly. THEN make sure the producers know who they are producing for.
It is my firm belief that traditional TV broadcasting will be around for a good while yet and that it will continue to deliver the best access to audiences that producers can hope for. BUT I also believe that audiences will become more fragmented – gravitating to content and channels that match their desires and expectations and that unless the broadcasters and producers work more closely than they have been the content will become increasingly uninteresting to the viewers – work together, you will achieve WAY more by doing so.
I hope this is of interest – if you are a producer, I’d love to hear how you think by working with broadcasters you can reach more people with your content – or maybe you are a broadcaster – then tell me how you work with producers to ensure their content matches the needs of your audiences.
With the new rules on product placement, suddenly the producers can get a slice of that action – as they HAVE to be involved from the outset with product placement in the programmes they are airing – the big question being debated is what that slice should be.
The thing though in the article that really caught my attention was a line where the journalist was describing a recent panel that “proclaimed” sitting around the table we have all the people needed to make product placement successful! They had Producers, Ad Sales teams, Marketers, Sales Agents etc. BUT no broadcaster in sight – so yes they could do a deal BUT they had no outlet for any of the content generated – so no one would see the programmes so no one would be reached.
This all got me thinking about the relationship generally between broadcasters and producers and how BOTH need each other to be successful. Let me say at this point I am slightly unusual in that I have a role as BOTH a producer and a broadcaster – so perhaps I am well qualified to speak into this. I have my own TV Production Company (Cloak Productions) and we make TV and video content for anyone who pays us. BUT I also have a consultancy role with GOD TV, heading up their production team and working with the Network on content to broadcast – both produced in house and by 3rd party producers.
In this “mixed” position – I can categorically state BOTH sides need the other and here’s why.
Producers generally have the ideas, and the abilities to turn those ideas into reality – PLUS they will sometimes have the business sense needed to get those ideas paid for – whether by the broadcasters of other funders – they can often make this work. Broadcasters on the other hand are able to deliver the one vital ingredient that producers can’t – an audience to watch the programmes.
Recently I have had increasing discussions with people about where TV viewing is going and what is happening with the advent of the Internet as a new means of distribution. Let me say up front that I am a BIG fan of the internet and I really believe it has a great future in terms of content distribution BUT it also has (currently) major limitations – the biggest one is how do people find your content amongst the Gazillion other programmes that are available? For every massive success with millions of “views” there are many many more that simply never make it – despite the quality of the product.
Broadcasters however have no such problem. While TV audiences maybe not what they were in terms of the actual numbers of people watching each programme – normal TV consumption is actually still increasing – the reduction in number is NOT because people are watching less TV (and more on the internet) – its actually because there is now such a wealth of content out there that people are watching what they WANT not just what is available as it was in the days of only having 2 or 3 channels to choose from.
This to me means it is even more critical that broadcasters and producers work together to deliver content that matches BOTH what the producer’s vision is BUT equally as important what the broadcaster perceives their viewers will watch – no longer will people just watch what you give them – now if they don’t like it they can turn over. It never cease to surprise me when with me “broadcaster” hat on I have discussions with producers who seem to think that my suggestions on how they could “tweak” their ideas so it works on our platform see to think it is an affront to their creativity – this is my fundamental point it has to be a partnership!
I really hope that in the Christian marketplace (my main area of involvement and interest) that this is indeed where we are headed. I am hopeful that increasingly producers and broadcasters are working together on projects to deliver a joint vision that meets the needs of both of them but even more critically the needs of the viewers – I do see – still only in the beginning form but it is there.
Producers – you need broadcasters, they can help you develop projects that will appeal to broader audiences AND when they do – they will get behind these and promote the heck out of them to ensure that the maximum audience is reached – talk to them as early on in the process as possible – they know their audiences MUCH better than you do.
Broadcasters – you need producers, they can supply you with fresh innovative ideas and can deliver them – BUT work with them to ensure you get what you want – also find out what your USP’s as a broadcaster are – don’t just do what everyone else in your market place is doing – find out what your audience is looking for and tailor the content you air accordingly. THEN make sure the producers know who they are producing for.
It is my firm belief that traditional TV broadcasting will be around for a good while yet and that it will continue to deliver the best access to audiences that producers can hope for. BUT I also believe that audiences will become more fragmented – gravitating to content and channels that match their desires and expectations and that unless the broadcasters and producers work more closely than they have been the content will become increasingly uninteresting to the viewers – work together, you will achieve WAY more by doing so.
I hope this is of interest – if you are a producer, I’d love to hear how you think by working with broadcasters you can reach more people with your content – or maybe you are a broadcaster – then tell me how you work with producers to ensure their content matches the needs of your audiences.
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