markettiers – “Broadcast – Prolific North Live and Rajar results”

One of the absolute fundamentals that came out of the broadcasting session at Prolific North Live last week is that there is still a place for traditional broadcast in the melee of content and knowledge that the future is indeed digital.
Jenny Baxter, the Chief Operating Officer of BBC England expressed that linear TV must not be written off just yet however. What works digitally, is not a million miles away from what works on (traditional) TV. Peter Kay’s ‘Car Share’ premiered on BBC iPlayer before it even touched BBC 1 where it had already racked up 2.8 million views.
I think Jenny summed up the absolute core element of the debate in one quote – “Digital is changing the way we get content but not broadly what we want to consume.”
The absolute principles of solid, engaging, informative and entertaining content apply just as much as they did when terrestrial and analogue was all we had. There is a recognition and a need of course at the BBC particularly that viewers and listeners do want diversity in how and when they consume their content  – if the behaviour of licence fee payers is changing, the BBC appreciates that it needs to adapt to that and enable their audience to find content and use it at their convenience.
In the panel session that followed the presentations there was a lot of conversation around news content specifically. There was a consensus from the panel that for a broadcast brand to maintain and retain its credibility, its news ‘brand’ and positioning is core – whenever and wherever people consume it.
Howard Kosky, CEO of markettiers4dc Group highlighted that our consumption of news is constant throughout the day accessed via radio and social media particularly, but for him, and he was referring to others like him when stating this point, the BBC 10 o’ clock news is still his appointment to view in the evening – to get a solid BBC take on the events of the day. And now that the BBC has committed to an extension of their flagship news programme to a 45minute programme, we can expect to see a greater analysis of the day’s news which will satisfy the 55+ demographic that consume more TV news than any other generation as Lucy West, Head of News for Granada Reports underlined during her presentation.
Regionally speaking, Lucy West also highlighted the need and ability of journalists to stay nimble – to break and cover news via a mobile phone if needed from the field – without having to wait/go back to studio for standard crew and all the resource that goes with it.
What is interesting is that social positioning and the consumption of content online is dictating what the newsroom covers and spends more time on… quirky (cats and dogs) and emotive (Hillsborough) has secured  the hits for ITV socially and therefore plays a part in decision making on what gets covered and loaded on to social channels for future stories. For ITV Granada today, their regional news is 24/7 online and via social channels – with a curated 30 minutes of TV a day at teatime.
Stuart Morgan, Founder of Audio Always, shone a significant light on the power of radio – the most trusted media platform according to Ofcom – and the role it continues to play in the media mix and indeed the role that radio principles play in informing engaging content across platforms – Stuart’s team no longer just produce for the radio set – their content is produced to sit across social and online channels as well, whether in the form of podcasts or shorter segments to complement posts on Twitter.
Radio is still playing a major part in our general media consumption. 48.2 million adults are spending more than 21 hours listening to live radio each week according to the latest Rajar results released yesterday. BBC Radio 6 Music had a particularly good quarter and is now the most listened-to digital-only station in the UK having commanded the highest listening figure for a digital-only station since Rajar began in 1992.
Broadcast reach in the UK is significant and following the session at Prolific North Live, it’s good to know that the people behind the cameras and mics have got our backs when it comes to making sure we can access their content when, where and how we want it.

Seminars and sessions at ProlificNorthLive

If you’ve been keeping an eye on all things #PNLive you’ll have noticed we’ve been announcing our Keynote Theatre speakers over the past two weeks. We have digital and marketing speakers from brands like, Travelex, 02, Microsoft, IceLolly.com, Adobe, Smart Insights, ao.com, Autotrader and Iceland Foods, and we’re yet to go live with the speakers we’ve lined up for our Content and Broadcasting themes. It’s a great line up.

What some of you may not know yet is that as well as our Keynote Theatre seminars ProlificNorthLive also has a number of other rooms hosting sessions and workshops at the expo.

In early December we’ll be announcing details on our Venture Funding sessions and asking interested parties to apply to take part. We’ll also be announcing details on our mobile cinema sessions which currently have companies like Realtime UK, Epiphany, Jaywing, Screen Yorkshire and The Space Project all hosting sessions.

In December we’ll also announce the full speaker line up for our Library Suite Talks. These seminars will focus on current industry trends, best practise, interesting case studies, new tech and will feature some of the North’s best businesses and agencies.

If your company is interested in getting involved in hosting sessions, seminars or workshops at the event and presenting alongside some of the great companies we’ve already got signed up to ProlificNorthLive then contact Exhibition Director, Dunstan Carter at dunstan@prolificnorth.co.uk

Bryan Adams – Emotion and story-telling in marketing

I’m really looking forward to speaking at Prolific North Live soon, where I’ll be discussing the ins and outs of using stories to connect with an audience. So leading up to this, I thought I’d shed some light on an exciting project I’ve been working on, which has contributed a significant amount of value to my knowledge surrounding emotion and story-telling in marketing. It’s definitely content worth sharing!

Over the past few months, I’ve had the pleasure of chatting to a variety of story-telling professionals, firing away my most challenging questions and hearing their tips and tricks for my new marketing podcast series Getting Goosebumps.

Story-telling is at the heart of Ph.Creative’s philosophy, and was also the foundation of our best-selling book. A lot of emphasis at Ph. is placed on the idea that as humans, we feel first and we think second, so with this in mind, I wanted to take it a step further and gain some fresh insight from the people who really know their stuff.

So here’s just a glimpse into the content and inspiration I took away with me…

Words of wisdom from Marketing Legend, Seth Godin

Speaking to Seth Godin gave me some quotes I know I’ll refer back to time and time again. Unsurprisingly, Seth had endless amounts of knowledge to share and some memorable and motivating points to make.

Seth revealed who he thinks the best story-tellers are…and also offered some insight into why you shouldn’t do anything as a marketer that you wouldn’t want you parents to know!

Insight from the ‘Wizard of Moz’, Rand Fishkin 

As founder of Moz and co-founder of Inbound, Rand Fishkin is the go-to man for invaluable marketing advice…however just like the rest of us, he had to start somewhere!

Rand rewinded to the early 2000s and took us through the process of shifting methods of communication, discussed the bold move he made with blogging and also tackled the bigger marketing issues, including authenticity online and the most challenging form of story-telling.

Content expertise from CopyBlogger, Brian Clark  

In a really interesting conversation with Brian Clark, I discovered why he thinks “Empathy is the big daddy” in marketing and gained an array of advice on approaching content. Plus, he shared how to successfully avoid the common mistakes made with content and emotion.

After all, if you can’t take advice from someone who was doing content marketing before the term was even coined, who can you take it from?!

Story-telling advice from Netflix Content Writer, Jill Baer

Some of the best stories we hear from an early age, undeniably come from our favourite films and TV shows. There are few story-tellers better than the writers who keep us waiting for more episodes or re-watching over and over again!

Chatting to Jill Baer, who currently writes content at Netflix AND has impressive screenwriting experience, really boosted my ability to craft stories from scratch.

So, get ready to hear a range of inspiration woven into my talk at Prolific North Live this year! For the full in-depth collection of free podcasts, simply plug your headphones and enjoy. There will also be monthly blogs to help highlight all the main points for you over at Ph.Creative’s blog.