Here’s my first blog entry…hopefully its not too long!! I welcome your feedback!
Hi all! I’m Wendy Ell and my role for the next 3 days is to act as your eyes and ears, here on the “front line” at the Banff World Television Festival - your CWC “correspondent”, so to speak.
This year’s agenda, once again, looks fabulous. A quick top-line overview of the agenda items includes: industry forecasts, discussions on international activities, technological hurdles, methods of collaboration, funding challenges, and multiplatform and non-traditional production considerations. As well, I see case studies on how/ why certain programs achieved winning results (.i.e. a good audience following, ad support and critic acclaim)…..and of course, plenty of networking opportunities and play time (gala, awards programs, cocktail receptions). I wish I could attend each session, but since there’s only one of me, you’re limited to getting the summaries of my experiences alone….
SO to help me explain my daily summaries, I’m going to refer often to the acronym P.I.E. This stands for People, Ideas and Entertainment. This is after all, what I think all BANFF attendees get out of their experiences here at the lovely Banff Springs Hotel. So here is my summary of the 3 sessions that I attended today with short notes on the people that I met along the way and the ideas/tips that I feel worthy enough to pass on to you all……(Knowing that many of you have different interests, different backgrounds, I do hope that there is something of value for everyone)….it may even intrigue you enough to want to come next year.
SESSION 1: Digital Heavy Hitters
2 Main Ideas
1) Cable producers need to dramatically improve user experiences, to effectively compete or in many cases, complement what is becoming available on IP platforms. They need to build better on-screen navigation, provide more on-demand offerings, make content easier to access and offer added value activities.
2) Issue: Is there enough ad revenue in our “ad ecosystem” to support all of the players and implement all of the great new program ideas? Everyone on the panel says no. Not all players will make it, many traditional media streams will continue to suffer, and advertisers will pull back on non- traditional ad spending until better value equations or ROI programs become available.
SESSION 2: C21 Broadcaster Briefing: USA
The People
Kathleen McCaffrey and Francesca Orsi (2 Executives from HBO, one from the comedy side and the other from the dramatic series side), Tom Zappla (SVP Program Acquisitions at ABC cable Networks Group), Ed Waller (Editorial Director at C2I Media)
The Main Ideas
1) It doesn’t matter where it’s produced, what matters is that the equation is there – i.e. Good format, delivered at a time when the broadcaster needs to fill a void, reach out to a certain demographic, follow a new trend, etc. So Canadian producers don’t need to be afraid to pitch their ideas out of country. What may not work right now in one place, may be ideal for another location right now.
2) Consider your program’s budget. Many broadcasters are looking for programs that can be executed on a tighter budget (perhaps less shooting by having the show contained in one or 2 rooms). HBO, for example, has several high budget projects already on the go, so they are looking for smaller ones to round out their roster.
3) Don’t rule out collaborating with partners. This presents obvious challenges, with more hands in the “pot”, but often takes projects to new heights, not do-able by one company alone.
4) So, what exactly is HBO in the US looking for right now?
Half-hour comedies that are “female- focused” (think Sex and the City). They want something new and refreshing though- they aren’t looking to copy Sex and the City. Something that could generate the same kind of die hard following and “female power” appeal.
They also want something that could ultimately reach out to the senior population. While ad agencies have often strayed clear of the older demo properties, panelists agreed that this demo will present great opportunities in the future, as the baby boomers move into their later years.
And, as stated before, projects with controlled budgets. Particularly on the one hour drama side.
SESSION 3: Who Wants to be a Crossplatform Producer?
The People
Ken Bautista (CEO Hotrocket), Jeff Gomez (CEO Starlight Runner Entertainment), David Gale (EVP New Media and Specialty Film Content, MTV Films), Dante Anderson (VP Product Development, Kuma Reality Games)
The Main Ideas
1) Forget “Convergence”. What producers need to start thinking about is “Transmedia”. To define this, it is the use of multi-platforms to create narrative, through user interaction. The narrative is influenced by both the audience and the producers combined. So, if you are an independent producer with a story idea, these panelists suggest that rather that going the traditional route of pitching it to TV and stopping there, why not seek other avenues entirely? Things like, could your show be transformed into a video game? And then, should you be approaching game producers instead? Could your story have appeal sold as a DVD set (either in stores or online)? Could you partner with other organizations to develop new and unique programs? (For example, if your project is about travelling to exotic destinations, perhaps you could approach tourism associations to partner on a project)?
2) Producers need to be brand managers. They need to think beyond TV broadcasting, to what do they want out of their brand? Where can people access the brand beyond on television? One panelist executed a project that had him collaborating with a local newspaper, to help create local appeal. Another worked with a huge outdoor event to push content to mobile to “tease” users about the product and entice them to tune in later online. Sometimes we need to give away part of out content to encourage people to come to us for the full “paid” experience.
3) Content is still the key. If you have a good idea, and understand where it best fits into people’s lives, you should be able to find non-traditional partners that could either help fund the project, or through their contacts/networks, push the project along in new and innovative ways.
The People
I sat in what proved to be a fun, lighthearted afternoon session, with a “who wants to be a millionaire” theme. The panelists (from an array of backgrounds) staged a trivia dump, giving the audience some great take-away tidbits.
The Ideas/Tidbits
1) What does YAHOO stand for? Yet Another Hierarchical Officious Oracle” (they poled the audience and only one person knew this).
2) There was 700 million dollars spent in the US, in 2008 on online video ads.
3) By comparison, there was 70 billion spent on TV ads. (Seems online still has a ways to go to catch up…..)
4) There has been just over 1 billion iPHONE apps downloaded worldwide to date.
5) 60 percent of new Twitter users quit in the first month.. I personally feel that we’ll see this Twittering phenomenon face its timely demise fairly soon. But, like many other new applications, I’ll still keep a close eye on it. Never, ever lose sight. Not in this day and age anyways!
6) According to the panel, there were only 36 million HDTV households worldwide in 2008. I found this number surprisingly low….as did most of us in the room. I can’t wait to see 2009 numbers. I bet we’ll see that jump up immensely!
Well, there you have it, my summary of the day.
I’ve provided you with a window in on the PEOPLE and the IDEAS that I heard today. And now, to complete the rest of my P.I.E for the evening, I plan to get out and enjoy THE ENTERTAINMENT – namely the A &E Banff World Television Festival Awards Party.
I’ll recap tomorrow’s learnings in very much the same way…..stay tuned!
Wendy Ell
Development Strategist
Calgary Herald/Canwest Media
