Presentation to the Producers

January 2013

Content Strategy: to the future

Aims

• To place the audience at the centre of the service. • To provide content any place, any time.• Content that offers information, entertains, and

educates. • The need for constant review of any content

strategy. • A year to year strategy will not be of benefit to the

service, only a strategy that evolves over a number of years.

Content Strategy: Aims

Defining the audience: fluent, less fluent, learners, other.

• The need to be a channel for everyone from time to time – BBC 1,2,3,4, ITV1,Channel 4 and Channel 5…………

Content Strategy: to the future

Aims• Concentrate spending on peak hours. • Protect the servcie for children and learners. • Strengthen news service.• Re-visit the schedule.• Asses current hours – are there too many hours in

some genres?• Ensure flexible content that reacts to current

stories.

Programme Strategy: AimsMesuring Performance

• A range of measurements including: Use and reach.Quality(appreciation amongst Welsh speakers) Effect (on the development of the Welsh

language) Value (ensure audience value for money).

• ‘Unique’ reach for different genres;

28% unique reach for sport – on average, 52 weeks up to the 15th of April 2012.

Content Strategy: Schedule • Following a review of the schedule,

considering reaserch reports, commercial effect on any change, the following was decided: Free peak hours: move the News.Re-organise: conglfaen/pont yn yr amserlen.Move programmes like ‘Rownd a Rownd’ to the

peak hours to ensur the majority of spending in the peak hours.

Comission programmes for children and learners outside the peak hours.

Programme Startetgy: Schedule

• Release funds after moving the news: oportunity to comission mid-week drama & comedy.

• Comission a project for digital space. • Comission four ‘Tentpole’ during the year.• Decrease hours for current affairs, but

increase hours for special news programmes. react to big news stories

• Decrease sport peak time hours and spending.

Moving the News • Moving the ‘News’ to 9pm – logic:

Release peak hours. Opportunity to build audience throughout the

night. Create commercial opportunity by creating a

commecial break during peak hours. Schedule: April 2013.

Fluency level of ‘News’ viewers at 7pm

Fluency Level + (percentage of population)

Percentage of Viewers

1 (46% of Welsh Speakers) 95%

2 (15% of Welsh Speakers) 3%

3 (18% of Welsh Speakers) 1%

4 (21% of Welsh Speakers) 1%

95% of Welsh speakers that watch the News speak Welsh very well. (fluency level 1).

Based on average thousands 2012

Based on 2012: 01 January to 13 June

Review content and language to increase fluency 2-4

Moving the News • What will be shown at 7pm/7.30pm instead of the ‘News’:

Monday: ‘Heno’ for 1 hour. Tuesday: ‘Rownd a Rownd’. Wednesday: Repeat archive (summer), alternative

factual content at other times. Thursday: ‘Rownd a Rownd’.Friday: ‘Heno’ for 1 hour.

Moving the News: Schedule • Hoping to inherit the 08:30pm slot in order to watch

the News at 9pm. • Sunday Night – an example of this is this year’s

average thousands for the ‘News’ on a Sunday night at 10pm – increase of 14% when drama is broadcast before hand e.g. ‘Gwaith Cartref’. Strengthen provision 7pm – 9pm. Profile of viewers for some series e.g. ‘Cefn Gwlad’

audience’s profile is similar to ‘Newyddion’.

Factual• Ofcom ‘tracker’ research 2011 –S4C

acknowledgment is substantially lower then the average for science, the arts and history programmes, 37% (S4C), 57% (other broadcasters).

• Reaction: building science, history, and variation during peak hours (documentary).

• Hour long leisurely programmes: Monday and Friday for Heno – more items from different locations across Wales, more flexibility, and more leisure and sport items.

Factual: Research

Geographical/topical variation e.g. learning about different parts of Wales, local people attract everyone – current viewers and lapsed.

A liking of local accents – presenters and guests.

North/South still believe that there is less coverage for their areas in general.

Co-Production

• Co-produce where appropriate with BBC Wales and others, especially in the factual field.

• Active in the international market in animation, factual, and individual films.

• Aim: higher on screen value.• Secondly: extended editorial range.

Highlights

• Create highpoints for the schedule, in addition to Welsh national holidays, by responding to historical events and work in partnership with other bodies e.g. Welsh National Theatre.

• These ‘tentpoles’ to operate across the genres, from documentary to children’s programming, and remembering the need for digital content.

Drama

• Protect drama hours: research shows that drama is very popular on Clic – especially ‘Gwaith Cartref’, with over 30,000 viewing sessions; Average 9pm-10pm Sunday night(without

drama): 18,000 Sunday night average (drama): 46,000

• Aiming to present a new mid-week drama. • Aiming to vary the drama service by comissioning

individual dramas, short series 2/3 parts, as well as long popular series.

• Prioritise developing comedy, independently and jointly with the BBC. (Radio Cymru)

Entertainment

• Concentrate on entertainment throughout the week.

• Develop second screen series’. • Create a 5 year strategy to develop

talent – authors, singers, and comedians.

• Consideration to nurture performers.• Make use of big names.

Young People

• Contemporary Music Series

• Commission a range of programmes which appeal but don’t have to compete for their place in the schedule.

Sports

• Consider decreasing main-stream sport hours.• Extend alternative sports by using daily strands for

these purposes. • Give consideration to what’s reasonable to spend on

sporting rights, and work closely with the BBC.• Need to take care and remember that live sport

contributes towards positive reach figures.

Public Service

• Ensure balance across the schedule according to the principle of public service.

• Protect hours targeting children and learners.

• Work closely with other bodies i.e. The Urdd, Children’s Comissioner, Young Farmers, and the Mudiad Meithrin.

Content Strategy: Digital• Release archive from the S4C library for educational

purposes. • Contribute to the educational material of HWB at

the Welsh Assembly. • New work circle from the Secretary of State, DCMS.

“S4C to unveil first kids’ playalong game”

12 July, 2012 | By Alex Farber

In conclusion

• The aim is to create a service that every Welsh man and woman of all language abilities would be proud of.

• We will be a hub for creativity. • We will stir things up a bit. • We will be progressive in reflecting Welsh

life. • The strategy will evolve over the years.