Distribution and Promotion
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Where will it be shown and why.
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Which channel?
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Why?
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How is it commercially viable?
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Channel ethos – similar documentaries?
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Number of viewers
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Target audience
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Commercial viability
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Sister channels? Could they help promote? – BBC
My documentary will be shown on Vice. This is because BBC Three show a lot of documentaries based on subculture, which is what street art would be considered as. This would mean that I could gain access to my target audience, as they are the kind of people to watch BBC Three. This is because BBC Three is aimed at people of all genders, races, ethnicities and aged 16 – 21. I feel that this fits my target audience and so I would be aiming my documentary to my target audience directly. This would be commercially viable as it links to a lot of other programs that are shown on this network. For example, BBC Three shows a lot of documentaries featuring journalist Stacey Dooley, who covers a lot of serious issues, often crime related, and the different sides of this issues. I feel this relates to my documentary as it covers the vandalism aspect of street art, how this is a crime and why people do it. Most of these documentaries feature niche topics that bring in a wide target audience. Therefore, I feel that my documentary will also do this as it covers both the positive and negative aspects of street art and will thus be commercially viable. Due to the target audience of BBC Three I feel that my documentary will also be commercially viable as a lot of art students would be likely to watch my documentary as it relates to whether or not graffiti should be seen as art. As these are students they also fit into BBC Three’s target audience. Therefore, they will be likely to watch it which will further the audience of my documentary. The channel ethos of BBC Three can be seen in this link discussing what documentaries BBX Three commission: http://www.bbc.co.uk/commissioning/tv/articles/documentaries-bbc-three . In this article it says that they ‘innovative ways of telling stories’ and ‘films that have the ambition to make noise and excite debate.’ I feel that my documentary would fit this as it is a documentary that looks at both sides of the story and this will lead people to debate about it. For example, my documentary would be about the positive and negative sides of graffiti, which would lead to people questioning whether it should be seen as art or vandalism. The ethos of BBC Three also states that they ‘want to hear about fresh voices directing films and presenting films’. This shows that BBC Three are interested in new filmmakers, which is why my documentary would fit with their channel ethos. Another thing that is included in their ethos is that they want to ‘back ideas that stimulate strong emotions and provoke reactions. We want pieces that 'make me think’.’ I feel that this relates to my documentary as it is a topic related to crime that is not covered in lots of documentary, unlike other crimes such as drug related issues. This means it is a unique idea that makes people think about whether graffiti is street art or vandalism. As it gets people thinking, it is more likely to ‘stimulate strong emotions’ and ‘provoke reactions’ like in BBC Three’s ethos.
The primary target audience of my documentary is people aged 16 - 25 that are interested in street art. This is because it will give them further knowledge on the subject and they will already have an interest on the subject. My second target audience will be anyone who likes art as it will show them that street art can be considered an accepted art form. For this reason BBC Three is the perfect channel to air my documentary on as their target audience is a lot of my target audience. Therefore, the audience of my documentary will be likely to watch the documentary if it is on a channel that is aimed at them. Sister channels that could also promote my documentary would be BBC 2 and BBC 1. Even though BBC Three is an online format, it’s sister channels BBC 1 and BBC 2 often advertise shows across the different channels, this would aid me in gaining a wider secondary audience. For example, my documentary is secondarily aimed at people who like and enjoy art and these people may not necessarily be interested BBC Three shows, but may be interested in BBC 1 and BBC 2. Therefore, they would see be aware of my documentary, thus brining more viewers to my documentary. With regards to the viewers of my documentary, I can look into the current views of BBC Three programs. With this information, I estimate that I will have a similar number of viewers in my documentary. This is due to the documentary having a similar audience to that of the BBC Three audience.
How it will be advertised and why. -
Advertising: Directly selling the documentary through advertisement slots
Who is your target audience?
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How will they find out about your film?
Advertising – where will you pay for advertising? Where will they appear?
Trailers on Video sharing websites
My advertising strategies will include pre rolls on YouTube, which will last for 30 seconds and be at the beginning of 10 YouTube channels for 1 week. This will cost £600 and will have strong impressions. This would be good for advertising my documentary, as I will be able to advertise my documentary to my audience who is heavily influenced by online content, as they are a social media generation. I will also use a TV advert on channel 4 that will air on a Sunday night at 10pm. This will last 30 seconds and be on national television, which would have strong impressions. This will cost £1,500. This would be an effective way to advertise my documentary as it will broadcast my documentary to the young audience that channel 4 has. Channel 4 has a very large target audience. However, I know that this includes lots of young people that would be in my target audience as channel 4 broadcasts shows such as Simpsons and Hollyoaks, which have a very young following.
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How will it be promoted and why. –
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Promotion: Partnerships and sponsorships between with the film and other companies/institutions
Promotion
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What companies are in your documentary, or would be interested in your documentary?
To promote my documentary I will put on a pop up even at the London South Bank. This will host 60 people, who may tweet and influence friends on watching the documentary. This will have moderate impressions and cost £800. This would be good as my primary target audience is heavily influenced by social media. Therefore, if people were to tweet about the event and the documentary, it would be likely that I would gain a much wider audience. I would also contact a company of choice to promote my product. This will include the company putting a link to my documentary on their Facebook page. This will have a moderate impression and cost £100. This is good because again it is a form of online promotion, which would be a popular way of getting people in my target audience to watch my documentary.
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How will it be publicized and why. -
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Publicity: Raising awareness about the documentary in other media
Publicity
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What topic would the press be interested in your documentary?
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How would you get a celebrity to tweet about your documentary?
One way in which to publicise my documentary includes getting a celebrity to tweet a link to an exclusive clip to their followers. This will have a moderate impression and cost £100. This is good because the celebrity will have a high online following which will lead to lots of people finding out about my documentary that are in my target age range. As BBC Three is also an online channel, the documentary will be online. Therefore, if the audience finds out about the documentary online, they are more likely to look at the documentary. I will also send an exclusive clip to TV bloggers. This will mean that an online blogger will write a supportive review and promote my documentary through their different streams of social media. This will have minimal impressions and cost £100. However, it is still likely to cause a lot of people to become more aware of my documentary as it is being publicised on online forums, which my target audience are likely to look at.