Social Engagement Strategies: Attracting New Audiences and Funding in the Age of Social Media
Attracting the Media
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Transcript of Attracting the Media
Attracting the MediaAttracting the Media
Nigel Henbest
Pioneer Productions
www.pioneertv.com
Universe: Big Bang – Pioneer Productions for C4/TLC
Our MissionOur Mission
The researcherThe public
The Message
The Message(s)The Message(s) Expanding knowledge of
the Universe Astronomy as pioneer
cutting-edge human exploration
Astronomy as a ‘sugar-coated pill’ for science
Astronomy/science as a mainstream cultural activity (not just for boffins and geeks)
Image: ESO/VLT
The Big Challenge…The Big Challenge…
The researcherThe public
The MessagePressOffice
THE MEEJA (MEDIA!)
Television
Radio
Newspapers
Magazines
Books
GATEKEEPERS!
Reality
Soaps
Comedy
Sport…
… … Attracting the MediaAttracting the Media
Television: the good news…Television: the good news…
TV penetration: in every country of Europe and North America, 96-99% of households have a TV set
Maximal outreach: Recent astronomy series in the UK - Space (BBC) and Universe (C4) – reached 3-5 million
Carl Sagan’s Cosmos reached 500 million viewers in 50 countries
… … and the badand the bad
Terrestrial broadcasters are looking for a ‘magic’ format that will bring in >50% of audience share – Big Brother; I’m a Celebrity, Get me out of Here; Desperate Housewives…
Astronomy (and science) are low on the commissioning editors’ list.
The TV IndustryThe TV Industry
ContentProvider
e.g. PioneerProductions
Broadcastere.g. BBC, Discovery
BroadcastTechnology:
e.g. terrestrial,satellite, cable
Viewers
Entertainment vs informationEntertainment vs information TV is primarily an entertainment medium – a viewer
retains <5 facts/hour. Typical audience attention span is 3 minutes
A standard formula for science documentaries: Show a ‘wow’ visual every 3 minutes Introduce a ‘f***-me fact’ * every 90 seconds (for effect, not necessarily remembered)
* Genuine words of a science commissioning editor!
The Essential ElementsThe Essential Elements
A riveting topicA gripping storyline and clear scriptHuman interest – presenter?/ interviewees Stunning visuals – real images/ graphics
Riveting Riveting topic…topic…Cartoonist’sprediction…
… and the real headlines!
Cartoon: KAL/Baltimore Sun
Storyline/ ScriptStoryline/ ScriptStoryline must be linear – minimise
flashbacks and other devicesThis is not the way science generally
progresses!Dealing with controversies without losing
the storyline –e.g. Demise of the Dinosaurs
Human Interest 1: Presenter (?)Human Interest 1: Presenter (?)
Carl Sagan Patrick Moore Heather Couper Neil de Grasse Tyson
Human Interest 2: IntervieweesHuman Interest 2: Interviewees
Subjects have a strong story to tell - e.g. Andrew Wiles on Fermat’s Last Theorem (BBC)
Ability to explain complex concepts in a simple way – and with passion.
Interviewees may not be seen by their peers as the top authorities.
National bias
Cosmic Rays with a Human AngleCosmic Rays with a Human Angle
Universe: Stars
VisualsVisualsLocation, location, location
Real images (generally stills)
Graphics
Image (left): NASA/ESA/Hubble Heritage Team
Graphics: Science or Nonsense?Graphics: Science or Nonsense?
To visualise cutting edge research where real visuals don’t exist – black holes, alien life, Big Bang, parallel universes
To retain viewers, graphics must approach Hollywood/ commercials quality
How to distinguish graphics from reality?
Beyond the UniverseBeyond the Universe
Universe: Big Bang