Unit 21: Interpreting the Brief

The Client: BBC

The BBC is a public service broadcaster in the UK funded by a license fee collected from anyone who used TV or On Demand services.

It's primary focus is to Inform, Entertain and Educate.

Because it is a public service broadcaster, it has an obligation to justify how it spends the money from the license fee, always try and remain impartial and fairly represent all parties.

Platform: BBC Three

BBC Three is a BBC brand specifically targeted at 16-34 year olds. When launched in 2007 it broadcasted as a traditional TV channel - but due to a decrease in BBC funding, a rapid decline in teenagers watching broadcast TV and an increase in content being viewed in an “On Demand” format - the channel was moved online with content published on the BBC iPlayer and through @BBCThree Twitter & Instagram accounts.

Due to its target market the content available on the BBC Three is very focused into what young people are interested in: including ‘the big issues’, sex, drugs, crime and other transgressive content. These topics are usually presented through short form (10-20 minute) or long form (40-60 minute) documentary, drama or comedy films.

The BBC Three "Channel" on iPlayer. Vibrant, bright colours and bold "cool" branding is used. The Three is stylised "II!". All making it identifiable as a young persons channel, as its informal and contrasts with the rest of iPlayer which targets an older audience.

Programmes available on BBC Three, all showcasing young actors with clearly transgressive documentaries and Drama's or silly comedy. A page of programmes that would certainly not typically appeal to anyone of an older age! 

Previously Drama shows on BBC Three such as "Killed By My Father" has received 1.8 million viewers. This was one of BBC Three's most successful programmes showing the potential audience my pilot episode could receive. This is slightly less then Netflix achieved on hit series "House of Cards" which received over 4 million viewers.

My Brief: Drama Pilot Episode

Based on what I know about BBC Three and after reading the brief I now know that the type of programme I need to be planning a BBFC rated “15” pilot episode of a low budget 40-60 minute transgressive drama that features younger, relatable actors/storyline so it appeals to a target audience of 16-21 year olds.

Young people tend to be attracted to specific Drama genres such as "superhero, crime, fantasy and historical", I could include aspects of all of these in my idea to make it more appealing. Classic detective and satire Dramas are not as popular so should be avoided.

Conventions to Consider: Drama Series

• Young relatable characters because of the low age of target audience;
• A gripping story that can be made serial (so it can flow across multiple episodes and keep people watching);
• Each episode could start with a “Last Time on…” and finish with a “next time on…”;
• A recognisable title sequence and title music that can easily be associated with the programme;
• A good soundtrack (use of songs that the audience will recognise);
• Be set in real world locations that an audience of this age can relate to (e.g: school);
• Activities that will be relatable to the audience take place in the programme (night out etc) but taken to the next level (over-the-top) to make it seem more exciting.

The AMC/Netflix American Drama series "Breaking Bad" was hugely popular amongst 18-30 year olds as it contained themes they could relate to. The fact that Walter is a secondary school teacher puts this crazy idea in the mind that 'What if this was your Chemistry teacher?' 

The programme is also a good example of a Drama with relatable characters, locations, famous title/theme music and an incredibly gripping storyline that flows across multiple series never mind episodes!

The competition: other providers and producers

BBC Three's main competition is Netflix & Amazon Prime Instant Video with programmes such as “Narcos”, “Breaking Bad” and “Sneaky Pete”. These have grown in huge popularity and are some of the main forces that drive the BBC to creating content in the format of BBC Three. ITV2 and Channel 4 also make a lot drama-style content for young people which is also popular - this is broadcast on traditional tv channels as well as being available online.