Music 4.5 is organised by
#m4pt5 #SmartRadio
Content crossover – no money without quality content
Phil Critchlow, Founder & CEO, TBI Media
September 24th 2013
Music 4.5
Smart Radio 2
Phil Critchlow Founding Director
THE BIG IDEA “Imagination is more important than
Knowledge” (Albert Einstein)
THE VALUE
1. Subscription
2. Advertising
3. Sale
4. Tickets / Merch
5. (Marketing)
EXPANDING IDEAS
THE STORY THE AUDIENCE
• Avoid - being‘Tainted By Experience’
• Avoid - Saying or accepting ‘no’ early on
• Own / Understand / Get excited
• Bigger / Fewer / Better …
• Delivery – Delivery - Delivery…
‘If you reach for the stars you won’t come up
with a handful of mud’ (Leo Burnett)
TITANIC MINUTE BY MINUTE
The ship that launched 1000 treatments
The Band That Played On
In real time
Exactly 100 years later
Live - in the present tense
TITANIC MINUTE BY MINUTE
Results :
Great press coverage
Powerful interactive engagement
Multiple Awards
Content extended way beyond the slot
12 HOURS TO PLEASE ME
Beatles’ first album
Remade – 50 Years on
Same songs - Same studio - Same time
BBC united for a week
PARTNERS
• Radio 2 daytime
• 6 Music
• Abbey Road Studios
• Apple Corp
• EMI Music
• BBC FOUR TV
• The One Show
• Regional TV
• R2 On Line
12 HOURS TO PLEASE ME
Results :
1.34 million TV – slot average 360k
220k to 1.68 million on Facebook (700%)
Huge Artist engagement
Future commercial opportunities
TBI Media THE BIG IDEA
DAMBUSTERS : 70 YEARS ON
A framework for pan BBC coverage
The day the planes came back...
PARTNERS
1. RAF
2. MOD
3. BBMF
4. BBC TV Events
5. Radio 2 Breakfast
6. Jeremy Vine
7. Friday Night Is M.N.
8. The One Show
9. BBC Local Radio
10. BBC South East
11. BBC National News
12. Snappin Turtle
DAMBUSTERS : 70 YEARS ON
Results :
• Standout programming for this audience
• National coverage
• Significant social media
• New relationship - armed forces
25k Unique Web Browsers
220k On line content requests
50K Iplayer for FNIMN
ENERGY DAY
• Big Idea for a News Network
• Frame the energy debate
• Sept 5 – 2013 - 7am – 7pm
• Build a grid
• Monitor the power
PARTNERS
• 5 Live
• Blue Peter
• Newsround
• National News
• Regional News
COMMERCIAL
BOWIE IS .. • 3 x 1 hr doc’s
• Fully Funded by the V&A
• Tim Minchin
• Heavily noticed
THE MANUSCRIPT .. • Designed for ‘Just For Men’
• Full on Panel Show
• Nick Hancock / Profile Guests
• Stand Out Programming
SUMMARY
Relish a completely blank canvas
Break ideas into stand alone sections
Initially use existing schedules / platforms
Give partners ownership and value early on
Define Editorial / Operational / VALUE
