Drama on Multiplatform
Commissioning Executive
Sarah Clay - covering for Rosie Allimonos
Context
For 2010/11 we'll be looking to use the qualities of multiplatform to help take our storytelling expertise in new directions. We want our narratives and characters to explode beyond TV, encouraging existing fans to build deeper relationships with our content and reaching out to new audiences.
To help us achieve this we're looking for opportunities to extend the drama of our most popular shows, as well as ideas that experiment with new ways to tell stories. The flexibility and immediacy of digital media also makes it perfect for giving fans access to our productions in exiting new ways; unlocking the archive, helping to showcase new talent or facilitating vibrant social fan bases.
Our ambition is to create visually arresting experiences which connect audiences so deeply with our stories that the technology we've used becomes invisible.
Development Priorities for 2010/11
- Extended Story Worlds for BBC ONE
- Compelling Experiences for BBC THREE
- Original Online Storytelling
Extended Story Worlds for BBC ONE
We recognise that developing integrated cross-platform ideas takes time, so we're looking to plan in advance to support our big BBC One family shows and high-concept dramas in 2010/11.
The role of multiplatform in this area is to immerse audiences in unexplored perspectives on the plot and exclusive character content. The most important things to consider are that the digital offering must be simple in order to engage a broad audience and should reflect the unique style / personality of the linear programme.
One area we're particularly interested in exploring is the creation of online 'drama collections'. These made-for-web packages would use the BBC's rich archive to compliment and widen the impact of our shows. Consider the value of using assets from the current shoot (scripts, props, interviews, costume designs), as well as audio video archive from older productions or related programme worlds.
Fictional programme spin-offs are not a development priority right now, but we're open to hearing ideas for 2011. Within the proposal it will be important to justify the rationale for extending the drama, as well demonstrate the rewards for existing fans.
Compelling Experiences for BBC THREE
This audience is quite selective about the content they consume and narratives are often viewed off the schedule or out of sequence. But when they really love a show they want to dwell longer in the fictional world and share the buzz with other fans.
One great example of this is Being Human, which used their exclusive back-stage blog to give fans a sense of kudos, hooking them more deeply into the show. We're keen to explore more ideas like this - using multiplatform content to compel fans to become more involved in the drama and really rewarding them for their efforts.
All proposals must consider how to build on Three's reputation for brave viewpoints; experimenting with strong stories, bold characters and playful social media to create compelling new experiences with this 16-34 year old audience.
Original Online Storytelling
There are limited opportunities to create stand-alone web dramas in 2010, but for 2011 we'll be looking to commission a number of low cost pilots. Our ambition is to explore a variety of approaches to deliver online drama to a broad range of audiences.
There is plenty of freedom to be playful in this area but it's crucial that ideas balance software experimentation with confident, original authorship and high quality execution. Successful propositions could be extended beyond the first series so think carefully about returning narratives and how to maximise appeal (e.g. distinctive interactive approaches or familiar talent).
We're happy to develop ideas iteratively but initial proposals must demonstrate the distinctive role of the offer in the marketplace and also prove that the idea is high impact. Beyond this the biggest concerns to address include; how does the experience 'feel' and how do we reach a broad audience without the anchor of a TV programme?
Pitching Guidelines
When you're pitching to us, we need you to be able to tell us:
What is the idea?
Ideally expressed succinctly - think elevator pitch.
Who's it for?
Which audiences will use it? Is it aimed at giving new experiences to existing audiences, or bringing in new audiences?
Why will they use it?
What needs, desires, interests, predilections or problems will motivate people to use it?
Why is this something the BBC should do?
Think about our strengths, public purposes, strategy, previous successes/failures and what the wider market is doing (or not doing). What is it trying to achieve?
How will people know it's there?
What will make this idea cut-through? Think about calls to action from TV, PR, marketing, search engine optimisation, links from other sites, viral promotion, etc.
How will people find and share it?
How do we ensure it is findable and accessible? Will web users be able to link to it, embed it, talk about it & promote it to their social networks? Do you intend to make the content available to other sites or services to reach wider audiences?
How will we know what people thought of it?
Consider if we should establish some form of dialogue with the audience. That might be through email, ratings, message boards, or some other mechanism..
What are the key skills & expertise required to deliver?
Does the team pitching the idea already have the skills and expertise required (editorial, technical, design, production)? If not, have you identified potential partners (internal BBC teams, external suppliers, strategic partners)?
Is there technical scoping / proof of concept work required?
And if so, do you have an estimate of how long that will take / how much resource?
How much will it cost?
Consider both initial set-up costs and ongoing costs and maintenance.
 Download the full list of Multiplatform Development Priorities
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