Taking A Note From Radio To Engage Audiences For Television
First and foremost, my background before entering the role as Producer for the Big Screen Portsmouth at The University of Portsmouth, has been within commercial radio; working at the likes of Capital FM, Heart, Spirit FM, JACK fm and The Breeze Network. During my time at these stations, I had co-produced breakfast shows and even went on to be the sole stand-in producer for Pat Sharp who covered Bam Bam on JACK fm in Southampton.
Working at these radio stations had an influential affect on my work at the Big Screen. When I first entered the role, it was clear that advertising was not regarded as an important time slot that was shown within the schedule. With advertising being our only income generator, I changed this and created a format, similar to those found when listening to radio or even television for that matter, with advertising being shown every 15 minutes.
Something that is played within the architecture of radio advertising specifically, is a "teaser" that looks ahead. If you ever listen to an entire advertising break that's played on radio, you'll tend to hear the penultimate item be something that usually uses the script similar to, "This is (Radio), News next" and this inspired me to think carefully about the advertising on the Big Screen. Maybe I could create a teaser that's quick, brands the Big Screen but also very subtly. Something that informs the viewer of what's coming up next after the ad break, providing them giving them a reason to stop in Guildhall Square and watch the content proceeds the next advert.
So I took to the drawing board (usually by playing around within Photoshop and After Effects) and planned out something that's quick, informative and on brand. After many different and over the top graphics that just didn't work, I finally came up with something simple, subtle and unique. Based on the foundation of what was a quick video transition I had made for another project, this sliding graphic along with the simple text and boxes, seemed to accomplish exactly what I had visualised a radio teaser would look like...
Along with these and new bumpers to match, the new teasers are eye-catchy and do the job I wanted them to do. I am aware that maybe these teasers would not work on a television channel, however with the Big Screen delivering an Events Guide as well as News every half an hour, it makes sense for me to develop and test new ways for the screen to further engage with the non-static audience.