What's This
Channel 4?
Episode 2
The second episode in the series looks at the complex business of running a modern television channel from the point of view of those who have to manage the process. The interlinked stages of scheduling, commissioning, producing and broadcasting are examined in depth, with interviews from key Channel 4 managers. The commercial reality of selling advertising is investigated, as is the influence on the content of programmes such as 'Big Brother' and 'Hollyoaks' from external regulatory bodies. The programme also looks at the ways in which Channel 4 markets its schedule through the use of the press and 'interstitial' promotions.
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The programme starts with Channel 4 Chief Executive Mark Thompson explaining the intricacies of scheduling and commissioning. The commissioning of 'factual entertainment' programmes is examined in more detail. The role of the advertising sales in generating revenue is explained. This is followed by another marketing issue - the production of promotional trailers. The way that a competitive schedule can be used to promote the Channel is investigated, particularly with reference to the peak viewing time of Friday evening. The episode ends with some fascinating behind the scenes coverage of compliance issues arising from 'taste and decency' problems in 'Big Brother' and 'Hollyoaks'.
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This series examines the role of a national media institution in the production of media texts for a range of media audiences. For those who wish to encourage students to engage with institutional case studies, this series and the accompanying website should provide a range of up-to-date and stimulating material. This programme should be generally useful to the vast majority of media students who are studying the media industries or television production. There are sections of special interest for those who are specifically looking at the British TV Industry and broadcasting organizations, marketing and advertising, media audiences and issues arising from the regulation of the media by such bodies as OFCOM. The focus on scheduling to meet the need of an audience will be useful for those students working on media production coursework. The audience issues of competitive scheduling are covered as well as the stages of the production process, 'from script to screen'.
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Channel 4 was originally set up as a 'minority channel', which was subsidized by ITV's advertising revenue. Since Channel 4 began to sell its own advertising it has had to become more aware of the needs of advertisers.
Turnover for the Channel 4 group in 2002 was £763 million. Revenue from advertising and sponsorship made up £646m of this, 85% of the group's income. Channel 4 has a 24.1% share of all terrestrial TV advertising revenue, despite having only a 10% audience share. Channel 4's profitability is such primarily because its dedication to quality and innovation attracts the audiences that are most valuable to advertisers, the young and the 'upmarket'.
All broadcasters (including public service broadcasters) promote their schedule and try and maintain a 'brand identity'. Without promotion TV audiences watch 'programmes, not channels'.
Promotion is sometimes 'above the line'. Channel 4 regularly uses billboard and press and periodical advertising to publicize new programmes. 'Free' publicity has also often been guaranteed by Channel 4's more controversial programming. 'Themed nights' and 'Seasons' can be promoted through a judicious mixture of press releases and paid-for advertising.
The most cost-effective form of promotion however is 'cross-promotion', the use of Channel 4's own airtime to promote programmes and related goods and services. 'Promotional trailers' are an obvious form of cross-promotion. One of the most common 'covert' forms of cross promotion is by using 'interstitials', short sequences that accompany a programme or fill the gaps between them. Interstitials include:
- Channel 'idents'
- sponsor 'idents'
- 'bumpers'
- title sequences
- credit sequences.
Cross-promotions, like all the content of the channel, are regulated and controlled by external bodies.
The Government regulates broadcasting by law. Regulations are set down in Acts of Parliament (such as the 2003 Broadcasting Act), which are then given to independent regulatory bodies to enforce.
These produce their own codes for broadcasters to follow.
The authorities have the power to censure Broadcasters for breaking these codes and in extreme cases can suspend the broadcaster's license, effectively closing them down.
Up until 2003, two bodies regulated TV broadcasting, the ITC and the BSC. Both of these bodies have now been replaced by OFCOM.
The matters regulated by Channel 4's own programme code include:
Taste and Decency
This includes the portrayal of 'sex and violence'.
Privacy
This includes prohibiting the use of hidden cameras and microphones unless the programme is in 'the public interest'.
Impartiality
This concerns obligations of accuracy, impartiality and fairness.
Party Political and Parliamentary Broadcasting
This includes party political broadcasts and the recording of parliamentary proceedings.
Terrorism, Crime, Anti-Social Behaviour
This includes for example not 'glamourising or condoning' criminals.
Images of Very Brief Duration
This prohibits using so-called 'subliminal' images.
Charitable Appeals and Publicity for Charities
As an example, Charities should be: 'bona fide and in need of funds'.
Religion
As an example: 'There should be no misrepresentation of the belief and practice of religious groups, nor denigration of beliefs.'
Promoting Commercial Products or Services
This prevents 'undue prominence' being given to a commercial product or service.
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This episode is a good introduction to the problems of scheduling for a real television audience in a competitive market. The 'What's This Channel 4?' site has an excellent Flash-based interactive scheduling exercise that can be incorporated into an exploration of scheduling for specific market segments.
Before starting the simulation on a PC, teachers are advised to ask students to read the 'Audience' section of the 'What's This Channel 4?' website especially 'Scheduling for the Channel 4 audience'. The 'Audience Data' information on the Channel 4 Advertising site and the 'Scheduling' section of the '4Producers' site are also very revealing.
Ask students to try scheduling for each audience segment in turn and get them to print out the chart produced at the end of the exercise. The printouts can form the basis of a fruitful classroom discussion.
After watching this episode you may also want to examine issues of compliance and regulation. The 'What's This Channel 4?' site contains a useful interactive 'compliance exercise' that can be used to explore the implementation of the Channel 4 programme code. The code can be downloaded and the questions and answers in the exercise can be printed out. If you do not have access to a PC these printouts can be used to run the exercise as a whole class or small group discussion.
The Promotion game allows students to make their own 'interstitial', a 20-second promotional trailer for 'What's This Channel 4?' Students will enjoy editing their own sequence, however you may find that working in pairs will generate fruitful discussion. You might also ask each group to 'present' their work to the other groups before reviewing the exercise as a whole class. 'Interstitials' can make excellent practical projects if you have access to digital editing facilities.
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This web page contains links to other websites that are neither controlled nor maintained by Channel 4 Television. Channel 4 Television is not responsible for the content of these sites and does not necessarily endorse the material on them.
CHANNEL 4 ADVERTISING SITE
www.in4mer.com
4PRODUCERS
http://www.channel4.com/4producers/
THE Channel 4 COMPLIANCE MANUAL
http://www.channel4.com/4producers/resources/compliance_manual.pdf
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