Branding Anna Skelding

• BBC 3 is a mixed genre channel for young audiences. (16-34)

• It produces documentaries that feature 16-34 years olds. The channel also has its own website and social media sites (Facebook and Twitter). This shows that the programme are innovative and have an active audience.

• Key Programme Areas of BBC3: Comedy, Entertainment, Drama, Current Affairs/and Factual Documentaries

• My documentary would come under the genre of Factual Documentaries as it provides various statistics and facts about underage drinking and shows the truths of what really happens at festivals. However, it may also come under the genre of ‘Entertainment’ as some of the audience may find parts amusing.

• My documentary would suit BBC3 as similar programmes such as ‘Sun Sex & Suspicious Parents’ are broadcasted on the channel. It also suits the channel as it focuses on the lives of young adults and looks at the problem of binge drinking.

BBC3 Branding

The channel identify themselves as “fun and funky” with a “business meets pleasure” experience.

The marketing team tried to define a brand strategy, personality and tone of voice to separate it from other channels.

They did this by creating a new look called “Threeworld” http://www.redbeemedia.com/work/bbc-three

Three World(Rebranding)

Three world is a new look for the channel which captures the spirit of the brand – “a bizarre landscape of weird places and quirky characters”

The aim of three world was to create a “seamless experience across TV, Internet and mobile”. A range of user generated options were also produced.

After rebranding: Within three months BBC3 was the fasted growing channel amongst 16-34 year olds in digital homes and the channel now reaches 4 million on a weekly basis. It is the first mainstream channel to pioneer viewer created content.

• Similar to my programme• It does not have its own brand identity – instead its brand is

the channel of which it is broadcasted on (BBC3).• However, the programme promotes itself through the social

media as it has its own Facebook and Twitter Page – active audience, interacts with the viewers.

• https://twitter.com/sunsexBBCTHREE • https://www.facebook.com/ssaspbbc3