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Attracting the Media

Attracting the Media. Nigel Henbest Pioneer Productions www.pioneertv.com. Universe: Big Bang – Pioneer Productions for C4/TLC. Our Mission. The Message. The researcher. The public. The Message(s). Expanding knowledge of the Universe

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Attracting the Media

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  1. Attracting the Media Nigel Henbest Pioneer Productions www.pioneertv.com

  2. Universe: Big Bang – Pioneer Productions for C4/TLC

  3. Our Mission The Message The researcher The public

  4. 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

  5. The Big Challenge… THE MEEJA (MEDIA!) Television Radio Newspapers Magazines Books Press Office The Message GATEKEEPERS! Reality Soaps Comedy Sport… The researcher The public … Attracting the Media

  6. 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

  7. … and 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.

  8. The TV Industry Content Provider e.g. Pioneer Productions Broadcast Technology: e.g. terrestrial, satellite, cable Broadcaster e.g. BBC, Discovery Viewers

  9. Entertainment 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!

  10. The Essential Elements • A riveting topic • A gripping storyline and clear script • Human interest – presenter?/ interviewees • Stunning visuals – real images/ graphics

  11. Riveting topic… Cartoonist’s prediction… … and the real headlines! Cartoon: KAL/Baltimore Sun

  12. Storyline/ Script • Storyline must be linear – minimise flashbacks and other devices • This is not the way science generally progresses! • Dealing with controversies without losing the storyline –e.g. Demise of the Dinosaurs

  13. Human Interest 1: Presenter (?) Carl Sagan Patrick Moore Heather Couper Neil de Grasse Tyson

  14. Human 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

  15. Cosmic Rays with a Human Angle Universe: Stars

  16. Visuals Location, location, location Real images (generally stills) Graphics Image (left): NASA/ESA/Hubble Heritage Team

  17. 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?

  18. Beyond the Universe Universe: Big Bang

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