Unit 21: Discuss Client Considerations From Pitch

Links:

• The Pitch - click here.

Moving forward with client feedback:

The client, Kristel Hutchings from the BBC, made some very good points that I would take forward before pre-production would begin. 

Change of some of the branding & imagery

Kristel suggested that some of my branding and the ident would make the programme look too much like a documentary when it was sat alongside other programmes on the BBC Three iPlayer. This may confuse viewers that clicked on it expecting something else making them potentially turn away too early. If I were to take the programme into pre-production work would be done on these graphics to make the programme appear more like a drama in the order it to not be misinterpreted. This could include using graphics more than real-world images to make them look more functional, however, we would have to be careful not to put across the idea that the programme is animated if this was done. All the options would have to be weighed up and a decision made of how best to represent the programme. 

Methods of the production

The client suggested that my plans for production in a studio would cost above the forecasted budget for the production as extensive props and scenery would have to be made. She suggested that moving production to suburban areas or to the countryside where existing scenery would require only minimal dressing to look realistic. She added that production locations in Eastern Europe would be ideal as these are much cheaper and would suit the backdrop I am trying to create. This is something I would have to consider as I did not realise the restraints this budget causes. I think producing in Eastern Europe is a good idea although the cost of getting crew and cast out there may be expensive. A local crew may be the best option but then this is taking away from British jobs which I would have to consider from a moral standpoint. 

Addition to the story

Kristel questioned as to whether the protagonist, Sheena Willcox, was leaving a boyfriend from university in the UK. I had not originally written this in the screenplay but as part of the pre-production. However, I thought this was an as really do think this would add another dimension to the storyline making it increasingly interesting for the audience. 

Stereotypes

During the pitch, I was questioned a lot on the stereotypes of the characters and how we were representing different people. I got the impression that maybe this was not to the liking of the client. However, I think these stereotypes are required in the story to make the wider message stand out. The shock of what is actually happening in Europe is exaggerated by these stereotypes. 

Younger Characters

The client also mentioned how the target audience usually prefer storylines about older characters as they look forward to that age in their life and can either potentially see them doing something like that or not. A form of surveillance. I wasn't aware of this but don't believe my story could easily be changed to adapt to this. It is something that I could consider in the future.  

Unit 21: Responding to Feedback from the Client

Links:

• The Pitch -  click here.

Feedback and questions from the client, Kristel Hutchings, a BBC Producer:

1) You have a title and 'look' of a documentary, what is your drama going to give to the viewers that a documentary programme would not?

In this question, the client was highlighting issues with the branding that may cause confusion and also questions around what the audience would gain from this being a drama rather than a documentary on the subject. My response to this is that the programme is designed to study a real-life scenario so there may be of some elements of a documentary style to it, but these real-life situations will be dramatised to make them more interesting for the viewer, this style is likely to keep the viewer engaged for longer as this format is more popular amongst the target audience thanks to services such as Netflix. 

2) Is your female protagonist set up as a stereotypical young white British, does she represent 'Britishness'? Does she have any preconceived ideas?

The client was questioning the use of stereotypes and representation in my production here, these need to be carefully considered in the modern day social environment - especially when the programme is being broadcast on the BBC (a public service broadcaster) - they have a duty to represent all viewpoints/people. My response to this question was: yes, this character is based off a stereotype of a British female character but I believe this was the best way that the audience would be able to relate to issues in Calais - from an outsider perspective who doesn't know very much about the issue, who is shocked.

3) How does the audience relate to the male protagonist?

Here, I think the client was questioning as to whether this character would be interesting and relatable to the audience throughout the length of the series. If the character was not then this could turn viewers away. My response to this was that I believe the character's background is interesting from a surveillance perspective and will also but a stereotype in the viewers head. However, when we meet this character the stereotype is broken, we see these people from a different perspective. Hopefully keeping it interesting. 

4) Is she leaving a 'boyfriend' back home in the UK?

I believe this was an idea from the client that they could see making the story more interesting. This is something I had not of thought of but would definitely consider now as I see her thinking on how this could add a new dimension to the storyline. 

5) Potential to go serial

I believe the client was intrigued to see if the programme could go further if it would be greenlit. My response was that there are many ways in which the programme could be continued as there are lots of avenues in the storyline that could be developed further. 

6) How does the relationship arise?

I initially wasn't sure what this question was asking but after some thought believe it may be related to political correctness? The relationship could be seen as unprofessional in an environment and could promote immoral acts to the audience? This is something I may have to consider for future developments of the storyline. 

7) Does the title not give away the storyline?

I think the client is concerned that the title gives away to much about the story before it is even told potentially not driving people to watch the programme. I had a slightly different viewpoint on this, I believed that the title does obviously tell the audience what happens, but I believe the interest may come from how the story gets to that point. 

8) The idea of producing the programme in a studio is unrealistic, I think it would cost too much to produce because of having to make props to make it realistic. You'd be better going to urban locations and 'dressing them up'? You may have to look into lower cost locations such as Eastern Europe to keep costs low.

The client believes that my budget is too low for my planned production methods. I would definitely take this point on board in further development. 

9) Market ideas were sound.

I was pleased that my marketing methods were approved of and appropriate for the target audience and efficient for the BBC. 

10) Characters are the same age to the target audience, that is not what people actually want to watch - people like to watch characters older than them, this is 'what they could be' etc - a form of surveillance.

This is not something I had considered but found very interesting. It would be definitely something I would take forward with future developments of ideas. 


Overall, I found the feedback incredibly useful and has given me lots of ideas on how to improve. I think the main message was that the marketing methods were very good and that the idea has potential. However, the main suggestion from the client before production would begin would be to consider production methods and also the representation of some of the characters and the effect this could have on the audience.

Unit 21: Pitch to the Client

Final Pitch with improvements in front of BBC Producer Kristel Hutchings:

Final Presentation Used in Pitch (PDF):

Notes used in for the Pitch: 

Unit 21: Create a Pitch

First Draft Pitch to Teacher & Class

Unit 20, D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief

I have made four adverts for my TV series: a TV advert; a Radio advert; two billboard adverts and two social media adverts. These span across four platforms. By creating these I have met the aspect of the brief that requires 'cross-media advertising'. 

TV Advert

See my TV advert here.

The TV advert meets the brief because it raises awareness of the series by clearly stating the name in the voiceover and says where it is broadcast and where it can be watched on the BBC iPlayer. 

The combination of clips chosen in the programme is taken from suspenseful/key moments of the series. For example, we see moments from when the female character has to tell the protagonist they are leaving them stranded in Calais whilst they head home. We get to see the main moment of the programme but not enough to actually know what is happening - this will create questions in the users mind? Who are these two people? What is their relationship? What is going to happen to them? It is these questions that are left unanswered from the advert that I believe will draw viewers in - they will want to watch to see what happens to them. 

A black screen with a 'scream' sound effect is also used to in the advert - I believe this is effective because it causes people who may not be paying attention to the advert initially, to suddenly direct their attention. If a human hears another person screaming, instinct will mean they automatically look - drawing them into the ad without realising. 

The TV Advert has been exported in 16:9 aspect ratio at 1920x1080 High Definition quality in 25 frames per second to meet the requirements laid out by the BBC for High Definition broadcast. The audio does not breach -23LUFS loudness peak for audio as laid out in the guidelines.

Radio Advert

Listen to my Radio advert here.

The radio advert clearly states that the programme is going to be available on BBC Three via the voiceover and features many of the same features that the TV advert does to interest/pull viewers in.

The heart monitor sound effects sound alone with no other audio for a few seconds. This will stand out on the radio when it is played between songs or in between other conversation as it will almost sound out of place - making the listener wonder 'what is this all about'? This suspense will hopefully make people more likely to tune in.

The radio advert has been exported as a 44.1 KHz, 16 bit Linear .wav File, to meet the standards for BBC Radio 1 and 1Xtra for broadcast as laid out in BBC guidelines for broadcast on the stations.

Billboard Adverts

See my billboard examples here.

The Billboard features the BBC Three logo and also a URL to where the users can find the programme therefor giving them the info they need to know how to access the series.

A slogan is also used which is designed to make the user intrigued about the program..."It's not what you think?"...making the viewer think "what is it then?" etc. Increasing the chances they will want to watch.

The billboard follows conventional billboard sizes in the UK. The portrait billboard was set to 47.24'' x 70.87'' which is the standard size for 6 sheet train station billboards as I found on https://www.billboardadvertising.org.uk/size/6-sheet/. The landscape billboard was made to 6.096m x 3.048m for a 48 sheet billboard (standard size as stated on https://www.billboardadvertising.org.uk/size/48-sheet/). Because the billboard is so huge, it does not need to be as high quality, for this reason, 30DPI was enough when exporting.

Social Media Adverts

See my Social Media Ads here.

Social Media adverts directly ask consumers questions about the program. These responses are then re-shared through the @BBCThree social media accounts. This is direct engagement with the audience and as they are being asked to actually do something they are more likely to want to understand what it is they are interacting with - therefore increasing the chance they will want to watch the program. For some people, the chance of getting there name shared on an official BBC account which will be seen by millions is also likely to increase engagement with the program.

Social media sites have different requirements for video uploads on the site. Twitter states: "Videos must be 2 minutes and 20 seconds or less, the minimum resolution for Twitter videos is 32 x 32 and the maximum resolution is 1920 x 1200, supported formats are MP4 and MOV on the Twitter mobile apps and, on the web, MP4 with H264 format with AAC audio." Instagram states: H.264 Codec, AAC Audio, 3 500 kbps bitrate for video, a frame rate of 30 fps, maximum file size of 15 mb with max. length of 60 seconds, resolution no wider then 1080px. To ensure these requirements are met the adverts were exported in 1920x1080 resolution as an mp4 h.264 format. File sizes were made as small as possible to allow for smooth streaming on all devices. The video is 25fps and ACC audio format has been used to meet the requirements of the social networks.

Overall I believe the campaign I have created has successfully met the client brief. I believe it creates a strong message in that the new programme coming to BBC Three is worth a watch because of the 'mystery' the advertising campaign creates and also the storyline that follows current events that viewers can relate to from real-world news. All of the adverts provide information on where the programme can be viewed.

To ensure there was no breach of copyright or ethical issues, careful consideration took place throughout pre-production and production - details can be found throughout blog posts of what was done to comply on this blog. 

Unit 20, M3: Explain how the created media components comply with the codes and conventions of the media sectors

Billboard

See my billboard examples here.

The two board advertisements have been created to the correct sizes that would be used within the industry.

The smaller portrait billboard is designed to fit on the end of bus stops and on train stations. In the industry, this is called a 6 sheet advertising and is 47.24'' x 70.87'' or 1.2m x 1.8m in size (source: https://www.billboardadvertising.org.uk/size/6-sheet/). To ensure my billboard followed this technical code I set the Artboard size in Illustrator to the size. Because I was using Illustrator, this means all the elements were converted to vector graphics - meaning when scaled to the size of the billboard the design should not lose quality.

The larger landscape billboard is designed to go in larger train stations and on the London Underground (opposite platforms). In the industry this is known as a 48 sheet billboard advertising and the standard size for this is 6.096m x 3.048m (source: https://www.billboardadvertising.org.uk/size/48-sheet). To ensure my billboard followed this technical code I set the Artboard size in Illustrator to the size.

TV dramas are often advertised this way like this one from Channel 4:

and this one from the BBC:

They usually feature a large logo of the TV network it is set to be broadcast and the main character features prominently alongside a key symbol from the programme (in the above example from Channel 4 we see the 'vote leave' balloon which British people will immediately associate with Brexit - the main focus of the drama). The background will suggest the theme or location for the programme (the BBC example has a dark background which may suggest the 'dark' storyline from the programme). There is also usually the main ident for the programme so people will recognise it when they see it across different platforms as well a tagline to leave a question in the consumer's mind about the programme - maybe making them wanting to watch it (both the above examples feature this - C4 has "Meet the man that changed everything" and BBC has "This will hurt". Both invoke interest. 

I attempted to include these conventions in my billboard to make it realistic. I included the BBC Three logo to clearly state where the viewer could see the programme, the background was set to a 'dusty old map' style to represent the 'Middle East Origins' of the main character. It prominently features images of the main characters plus symbols a 'hospital' and 'immigration stamp' as suggestions of what the programme is about. I also included a tagline of "It's not what you think" to make the user question the programme and build interest for them to watch. 

TV Advert

See my TV advert here.

BBC Trailers usually run between 30 seconds and 90 seconds. My advert runs for 40 seconds, similar to adverts by the BBC from "The Victim" and "Ghosts" which are also BBC Dramas. These adverts don't feature voiceover, mainly just clips from the show separated by dip to black effects to show how they are from different moments throughout the show.  BBC Three adverts, like this one for "Killing Eve", usually feature a specific end card to show how and where to watch the programme as they are distributed through iPlayer, rather than a normal BBC channel.

I used 'dip to black' transitions to show the passing of time from different moments throughout the programme and also included an end card to follow these conventions. Like in the 'Killing Eve' ad I did also include some clips from voiceover to provide more information to make it more interesting - hopefully leading people to want to watch it.

The music in these adverts also usually matches the mood or a theme in the programme. For example: in "The Victim" advert, linked above, the music is very suspenseful which links to the idea that the program is trying to resolve the mystery of who killed and who was killed. My advert features some 'middle eastern' style music which links to the origins of the main character.

The BBC Three is also watermarked on the advert like it usually is on BBC Three trailers.


Radio Advert

Listen to my Radio advert here.

The following advert has been taken from BBC Radio 1. It is advertising a new BBC Three programme so I used this to structure my advert as this would follow the conventions I would need to follow.

(Taken from "Jordan North", BBC Radio 1, 24/3/19)

The advert starts and ends with a voiceover giving details of the programme and features sound bite's from the programme from key moments. There is also related backing music playing to set the mood/style of the what the program will be like. All BBC Radio adverts typically run for 30 seconds. I also conducted research into typical formatting of BBC Radio Audio segments and discovered they are formatted as .wav files in stereo format.

I followed these codes and conventions to make my advert to an industry standard. It runs for 30 seconds to comply with the convention of ads played on BBC Radio 1 & 1Xtra. It also is encoded as a .wav file and in stereo audio to comply with the codes set out by the BBC for audio played across their radio networks.

The advert starts with a 'coming soon' voiceover and is then followed with many soundbites and sound effects directly from the show, middle eastern music plays in the background to signify where the main character comes from - these meet conventions of most BBC TV ads on radio.


Social Media Adverts

See my Social Media Ads here.

Similar adverts to this have appeared on the BBC Three Twitter account to this, mainly focusing on imagery from the production usually with some casual comment about the show. The quote in this advert is meant to give an insight into the action and make people more likely click/swipe to view.

Bright colours are used across BBC Three which is why the contrasting blue, yellow and pink are used here. These will also help draw attention to it in people's feeds which people often scroll through relatively quickly - it is important to catch the eye of the viewer.

Instagram allows the use of polls and swipe up links. As with the BBC Three official account, it is important to use these features as they help to engage the audience making them more involved and more likely to watch. I used this idea by asking the viewer questions which they could respond to - the user responses would then be re-shared. Using these conventions would hopefully result in a successful campaign. 

Unit 20, P4: Billboard Adverts

Portrait 6 Sheet Billboard For Train Station

Billboard sizes are measured in sheets. The 6 sheet billboard is typically seen on public transport networks.

My 6 sheet portrait billboard for public transport networks:

- Images are taken from pexels.com and a licensed for commercial use. 

- Ident plus all text was made by myself in Adobe Illustrator CC.

- Drawings were drawn by myself in Adobe Illustrator. 

- The background image was taken from pexels.com and is licensed for commercial use. 

The billboard was put together using Adobe Illustrator. The first step was to import the background image and crop it to the size of the artboard. The size was set to 47.24'' x 70.87'' which is the standard size for 6 sheet train station billboards as I found on https://www.billboardadvertising.org.uk/size/6-sheet/.

I then created multiple layers for each item I added to the artboard so they could all be moved and edited in isolation. 

I then imported the ident from another illustrator document and resized it and placed in position before created additional text using the same Diogenes font to create the additional text (The font was downloaded from '1001font.com'. It can be used as it is licensed for commercial use) which was formatted in black text to contrast with the background. 

I then created the 'sketches' using the paintbrush tool. I wanted to find a 'brush style' that matched the 'faded map' and felt like they had been stamped or sketched on by hand. I chose a 'charcoal' brush as I believed this reflected that look. 

The images of the characters were cropped in Adobe Photoshop and a white surrounding applied before being exported into Illustrator and positioned on the billboard. 

The BBC Three logo was imported and aligned positioned with the remaining images.

Landscape 48 Sheet Billboard for Public Transport Networks

I created a landscape example of the billboard which could be displayed on larger billboards that are found across public transport networks like this:

My 48 sheet landscape billboard for public transport networks:

All of the same assets were used in the landscape as portrait billboard. They were just copied onto the larger 6.096m x 3.048m (standard size as stated on https://www.billboardadvertising.org.uk/size/48-sheet/) and repositioned within Illustrator.