Download - BBC Three Comedy Pitch
The Online Destination for UK Comedy
What we’re going to talk about:
• Fuelling BBC 3 TV Comedy online.• Nurturing comedy talent online.• BBC3 as a Curator of Comedy.• Creating a vibrant online community.• Making BBC 3 TV Comedy Social.
• Insert stream animating here
TV/iPlayer 2012
Fuelling BBC Three comedy online
Series 2 :Getting the online buzz started early…
The value of an immersive online world.Psychoville Online
PSYCHOVILLE Series 1:Almost 25% of Psychoville’s total audience was on-demand. Not counting Virgin iPlayer against a 7% average for BBC Two titles.
And nurturing new writers…Over 100 non-commissionedwriters were regularly submitting ideas for Spout, the urgent comedy part of bbc.co.uk/comedy
TV/iPlayer 2012
Nurturing New Comedy Talent
Incubating the next generation of comedy talent.
Jason Lewis Broken Biscuits
Cardinal BurnsThe Midnight Beast
Harry PartridgeJazzie
Misery Bear
Mr Khan
??
To generate, topical, shareable, personal comedy.
Views:977,000
Cost:£4,500
Finding an audience:bbc.co.uk/comedy: Year 1 User NumbersUnique Users to the Comedy Portfolio have grown since launch in May 2010 from cc 120,000 UK weekly uniques to cc300,000 in Q1 2011
450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
Apr 2010
May 2010
Jun 2010Jul 2010
Aug 2010
Sep 2010
Oct 2010
Nov 2010
Dec 2010
Jan 2011Feb 2011
Mar 2011Apr 2011
Comedy Portfolio
TV:The One RonnieBlackberry
+ WEB EXCLUSIVE: Royal Engagement
WEB EXCLUSIVE:Beckham & Spurs
Leaked TextsTV: Come Fly With Me
WEB EXCLUSIVE:Special 1:
Sven Sacked WEB EXCLUSIVE:How Collin Firth
are you?
TV:Mrs Brown’s
BoysARCHIVE:
Election Collection+ Site Launch
Web ExclusiveMitchell & Webb
Football
WEB EXCLUSIVE:Misery Bear+ ARCHIVE:
World Cup Collection
WEB EXCLUSIVE:Ashen’s Techdump
Bo-Starr
Homepage Widget+ WEB EXCLUSIVE:
Dawn of the Ted/Special 1
TV:BuzzcockQT
BUT Unique users is only a part of the story, clip views have grown considerably more across the same timespan
Finding an audience:
bbc.co.uk/comedy – Year 1 Views
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
1,000,000
1,100,000
1,200,000
1,300,000
1,400,000
Apr 2010
May 2010
Jun 2010Jul 2010
Aug 2010
Sep 2010
Oct 2010
Nov 2010
Dec 2010
Jan 2011Feb 2011
Mar 2011Apr 2011
WEB EXCLUSIVE: Beckham & Spurs+ TV: Come Fly With Me
WEB EXCLUSIVE:
Misery Bear Goes
to Work
WEB EXCLUSIVE:Misery Bear Comic
Relief+ How Colin Firth
Are you?
TV: The One Ronnie Blackberry+ WEB EXCLUSIVE: Royal Engagement
WEB EXCLUSIVE:Why England Lost+ Strictly Bonkers
WEB EXCLUSIVE:Single White Feline
+ Special 1: Sven Sacked
ARCHIVE:Election Collection
+ Site Launch
WEB EXCLUSIVE:Mitchell & Webb
FootballWEB EXCLUSIVE:Misery Bear
+ ARCHIVE: World CupCollection
WEB EXCLUSIVE:Ashen’s Techdump
Bo-Starr
Homepage Widget+ WEB EXCLUSIVE:
Dawn of the Ted/Special 1
+ TV: BuzzcockQT
BBC Comedy Youtube channe views
bbc.co.uk embeddable media player views
Unique Users
TV: Mrs Brown’s Boys
Finding an audience on Youtube, BBC Comedy Channel
p0096bm6
TV/iPlayer 2012
Curating the Funny
Curation by talent online
Curation by talent on Red Button &IPTV
A Curated sketch show on Red Button & IPTV?
Curation of the Web: The Graham Linehan theory….
TV/iPlayer 2012
Creating aVibrant
Community
User Generated Content ie Comedy I can take part in.
Offline… Comedy I can go to.
It must be social.
TV Focused Multi-Screen Reality
According to Larry Rosen, professor at the Californian Institute of Humanities, 16 to 18 year-olds can perform seven tasks on average in their free time (texting, checking Facebook, watching TV, etc), whereas people in their early 20s can only handle six, while those in their 30s perform about five and a half” Telegraph, Jan 2010
2010 Ofcom Report, Computer Usage Amongst 16–24 year olds.
For 16-24s, over half their computer time is spent communicating. They are more likely to use social networking (23% of all computer activity) and instant messaging (14%).
Comedy on the web is connversational & social
3.5 million fans and Jimmy Fallon is the god of social media enabled comedy. We can all learn from him.
Comedy on TV can be social: Jimmy Fallon
Comedy on TV can be social: Conan O’Brien and Team Coco
But BBC online comedy can do,social….
Making The new live BBC 3 TV Comedy
The Boy with Tape on his Face:- Winner
Breakthrough Act – Chortle 2011
- Nominated Best Newcomer – Edinburgh Fringe 2010
Interactive point and click adventure: Our writers will tweet for you:
Shit Look A socialLikes: Celebrity Toilet:
Making the new BBC3 TV comedy social…
Your tweets/updates effect outcomes:
Join in live:Your Tweets/Updates
turned in comedy:
Summary:• Fuelling BBC 3 TV Comedy online.• Nurturing comedy talent online.• BBC3 as a Curator of Comedy.• Creating a vibrant online community.• Making BBC 3 TV Comedy Social.
Why you should do this:• Re-inforces BBC3 values of bravery & experimentation, and its cheap.
• We can be the UK story, Nobody else in the UK is doing this…yet
• Pooling resource and being more creative acrosss Online, Red Button, Marketing and TV Service Licences
• With two years experience in this space already, we know we can make it really work.
Brand new and Breaking comedy from the UK
What does this mean in practice?
YEAR 1: Performance
It could be: very popular
WEB EXCLUSIVE (Future)
PROGRAMMES (Present)
ARCHIVE(Past)
May 17 2010: The new bbc.co.uk/comedy launches...
Mission Statement:To become “The primary destination for the finest British comedy from the past, present and future”
Toward a Primary Destination – Market Context
BBC.co.uk/comedy is the number 1 destinations amongst UK comedy focused sites, with around 1/3rd of visits to the group of sites listed below.
Source: Hitwise
Toward a Primary Destination – The True Market Context
• But the UK audience appetite is much larger than the visits to UK sites suggest, and is currently served by US sites
• Chart below shows share of UK visits by site within the Hitwise ‘humour’ category
• Recent growth has pushed BBC.co.uk/comedy to 14th, with around 1% of the total visits
Source: Hitwise
Who are the Existing Users?
Source: Nielsen Net Ratings (UKOM) UK September 2010
Unsurprisingly, BBC Online /Comedy skews much more male than BBC.co.uk
and therefore more male than the internet population
In terms of age - /Comedy attracts a younger audience than BBC.co.uk
with a particular pull for hard to reach 25-34s
BBC3 AUDIENCE SLIDE
Why:• Its part of Putting Quality First…innovative comedy and drama on
bbc.co.uk
• Comedy is a high risk genre. Aligning with a channel rather than any one individual programme mitigates that risk.
• It ensures that BBC3 gets the credit it deserves for developing new comedy talent
• By being part of BBC 3 it makes sense of content innovation for our audiences.
• It provides opportunities to close the gap between the online, Red Button and TV Service Licences,
• It puts BBC3 at the heart of connected TV and the Two Screen Experience