itn productions tv formats for business white paper

8/12/2019 ITN Productions TV Formats for Business White Paper

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MAKING TV INSPIREDFORMATS WORK FORYOUR BUSINESS


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Making TV inspired formats work for your businessPage 2

CONTENTS

1.2.3.4.

5.6.7.8.9.10.

The Future of Corporate Video

Enabling your audience to tune in to the familiar

Which TV format would work for your comms strategy?

Thinking like a broadcaster

Taking a strategic approach

Bonus! Familiar formats make life easier

How to maximise your channels mix

In practice: Morrisons Money Makeovers

How to make an insightful reporter led film

How to make a great panel debate


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We set outto reveal

what internalcommunicatorscan learn fromthe world of TV.

At ITNProductions weget the chanceto work acrossboth broadcast

programming and corporate filmproduction. This gives rise to opportunitiesof crossovers between the two.

Take for example, TV formats. In thebroadcast world formats are used andreused to great effect because they aretried and tested at achieving ratings.However for corporate films we rarelysee TV formats being used at all.

Join us as we explore in this whitepaperhow TV formats can, and are, being usedsuccessfully to attract internal audiencesand to drive engagement.

As well as understanding the benefits of

employing familiar formats across yourcorporate film content, this paper aims toprovide a practical framework to help youshape your own original video strategy.

Simon Baker

Head Of Corporate & Creative Video,

ITN Productions

thats how many commsprofessionals attended ourTV formats workshops and

fed into the research findings for thiswhite paper. The sessions took placeon the set of the The Agenda, a panelshow that we produce for ITV.

HELLO

of our attendees told us that theycould see themselves using TVformats in their companies

could see themselves using reporterled films

Panel debates were also popular, with

wanting to try out this format

are planning to use more video in 2014

Workshop attendees had thechance to produce and record theirown internal communicationsprogramme on the topic of social

media in the workplace.

Watch it here:

www.itnproductions.co.uk/work/shape-the-agenda/

97%

35%

33%86%

Our ResearchOur comms professionals highlightedthe increasing relevance of TV formatsin corporate communications:

A big thank you to everyone

who contributed to this research

50
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T baut f th mvin imag itha i tak th dryns u f whai url littl writt mssag.I giv i bd. Su.

Jon Snow, Presenter, ITN

Video in the workplace is on the up, and recognised as an important part of the internal communicationschannels mix. No other channel can emotionally engage audiences the way video does. It creates conversation,changes perceptions or behaviours, and drives action, especially when used for storytelling.

According to our research, 86% of communications professionals plan to use more video in 2014.

It is transforming their world, especially when integrated with a range of channels.

How often does your companyproduce an internal comms video?

3 3 13

10

16

1

18

16

14

12

10

8

6

4

2

0

Weekly

Bi-monthly

Monthly

Quarterly

Twiceayear

Almostnever

As&when

needed

1. THE FUTURE OFCORPORATE VIDEO

Its becoming a default communications channel.Shannon Price, Internal Communications Manager, TUI UK & Ireland

Video will continue to be used more internally as external use

continues to grow.Helen Deverill, Communications Assistant Manager, Grant Thornton

Video is only going to become more important as a quick and engaging

way to get messages across particularly for multi-lingual audiences.Lauren McMenemy, Content and Communications Manager, TMF

Video is being increasingly used as a way to bring news stories to life.

Traditionally videos were done by Leadership to communicatestrategy etc. I see an increase in more informal, videos done on

a more regular basis by team leaders to keep people updated.

Susan Creedon, Internal Communications Lead, PwC

Video will be more accessible on the move, to be downloaded and

watched at a later date.

Naomi Sayers, Corporate Communications Consultant, Post Office

There will be a rise in video, with better enabled intranets to

host content.

Vanessa Unwin, Internal Communications Business Partner, East Coast

There will be an increase in quality and quantity.

Marco Forgione, CEO, International Visual CommunicationsAssociation (IVCA)


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Vid i uniqu chann tngag rang f audinci frma tha l fcmfrtabl wit

Tobi Noble, Head Of Engagement

And Communications, Care UK

Fndin frmat tha l ar

alrad familiar wit i kChristine Hobart, International

Communications Senior Manager,

Grant Thornton International

Imagin y ar cratin cmfr blank fr yur viwr.War, cmfrtabl, familiar

Lorraine Hambleton, Corporate

Video Consultant

In broadcast, the same formats are used again and again because theaudience flock to the familiar. Corporate audiences react in the same way.

A good TV format will drive engagement and conversation online,it will become a focal point for people to discuss. The same can be saidfor IC videos. If you have a suitable internal platform, likethese conversations will start to drive engagement with the format andcontent to ultimately build a following. You can then monitor conversationsand interactions to help you assess the success of your videos.

With the advent of tablet computing,public wifi and 4G, the way people

consume content and the amountthey consume is constantly changing.They are digesting more videos,in better quality, anytimeand anywhere.

Advancements in technologyand social media platforms in the

work place are blurring the linesbetween professional and personalcontent consumption. This has adirect impact on employee contentconsumption habits at work.

Audiences want to watchthe same quality compellingcontent at work as they doat home, which brings manybenefits for opening up TV

formats to internal audiences.

2. ENABLING YOUR AUDIENCETO TUNE IN TO THE FAMILIAR

4 KNOWTHE FORMAT ANDWHAT TO EXPECT, SO IT WILLRETAIN YOUR AUDIENCESATTENTION FOR LONGER

4 RECOGNISETHE ROLEOR CHARACTER EACHPERSON PLAYS

4 UNDERSTANDYOUR MESSAGESAND CALL TO ACTIONMORE EASILY

Using the familiar means your audience will:

When there are a million-and-one other priorities like servingcustomers and running a business,TV formats help to remove barriers

from your audiences enjoyment andengagement of your content.


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The quantity and frequency of your

videos may help to dictate the best

format to consider.

For example, a quarterly video couldwork as a leadership panel debate, withtalking points aligned to the prioritiesof your business within that period.

Whereas a weekly video lends itself wellto a magazine style show with the helpof presenters and pre-filmed sections.

Exclusive reporter led films or specialdocumentaries could work for videoscommissioned on an ad hoc basis oras a reaction to a business event.

Increasing the frequency of filmsallows more time to build themes andshowcase examples of best practicewithin your business.

D b afrai t us eistinfrmat makin audinccmfrtabl i k

Helen Deverill,

Communications Assistant

Manager, Grant Thornton

So which formats would work best for

a corporate audience?

Our survey showed that

of communicators see themselves takinginspiration from the stuff they see on

and applying key elements to theircompany videos.

Which format do you see working for

your internal audience?

Think of a popular show or series.Does it remind you of anything?

The likelihood is that it is a recreationof an existing programme.Broadcasters are constantlybeing inspired by whats alreadygone before, and shaping it intosomething new that belongs in adifferent environment or context.

We have explored how audiencesare creatures of comfort and yearnthe familiar. The last thing theywant to do is try too hard gettingtheir head around a new show.If your content reminds them ofsomething they already know, theyare more willing to engage with it.

3. WHICH TV FORMAT WOULD WORKFOR YOUR COMMS STRATEGY?

97%

telly,

Weekly MagazineShow

Ad Hoc SpecialReport

Quarterly PanelDebate

Summary point 1: The demand for corporate

video is growing.

Audiences expect the samequality of content inside theworkplace as they do in theirpersonal lives. They yearnthe familiar.

Recreating familiar formatsshould be seen as a strengthfor internal audiences.

The regularity of content lendsitself to different types of triedand tested formats.

25

4

2620

35

30

25

20

15

10

5

0

Panel Debate

Documentary

Reporter Led

Other


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Thinking more like a broadcaster is a useful skill to have in the moderncorporate communicators toolkit. As well as using easily repeatable formats,broadcasters seek out compelling subject matters,maintain good

production quality and brand values across all programming.

Here are some elements that broadcast commissioners think about:

Being character driven

Finding someone who has somethingto say, has a bit of personality and will

come alive on camera is no mean feat.Will they capture the viewers heartsthrough their charisma, drive or journeythey are on? The right characters createa following and an emotional connectionwith your viewers.

Viewing figures

Formats are often re-used because theyguarantee ratings, however in corporatecommunications the popularity of aprogramme is not the end of the story.It is important to measure and understand

what action is taken afterwards. Drivinga change of perception, interests,behaviours or conversation are allessential to the planning phase.

High production values

Not only should your video tell a greatstory and engage people, it shouldalso look great. TV broadcasters knowthe value of ensuring high quality

production values across their content.Implementing stylish graphics, sounddesign and thinking about filminglocations can lift the production valuesof any film to enhance the look of yourcontent and make sure viewers comeback for more.

4. THINKING LIKE ABROADCASTER

Vid makin shul b arf th IC skills

Krishan Lathigra, Head of

Research and Evaluation,

Foreign Commonwealth Office

A New perspective

Digging deep under the surface of thethings that audiences take for granted

every day can provide a new perspective.This may be helpful in corporateenvironments where some messages arecyclical or activities taken for granted.

For example, what really happens inthat far-flung data-centre? Meeting thetechnicians who work overnight to keepcustomer-facing systems running couldshed a completely different light on whohelps to deliver brilliant customer-service.


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Making a corporate video is not just about glossy films that look nice.It needs to have a purpose aligned to business and communicationsobjectives to drive engagement. Otherwise, it adds no value.

Communicators are a bit like a channels commissioner. You set the overall

vision and select the best format for the audience. Before going into the

detail, take a step back and set a clear sense of purpose by answering

four questions:

5. TAKING A STRATEGICAPPROACH

What is the communication

issue that needs addressing?Set an overriding theme to theprogramme that is clearly alignedto the company strategy. This helpsdrive the editorial agenda for thecontent and boundaries around whatis or isnt included. Keep it simple,for example, the theme could beabout customer service.

How should people feel after

theyve watched it?

Video is highly emotive it can liftindividuals and teams in a second, orbring them down for the rest of the day.Think about what emotions need to bestirred, that will change behaviour anddrive action.

What does

success look like?This is directly linked to thecommunication issue being addressedand helps define clear calls to action.Being clear on the desired outcome andagreeing upfront what content is uniqueto the video makes it easier to measure.

For example, the video could featurea team who have a process for freeingup more time to spend with customers.If so, will there be an uplift in product

sales or improved customer servicelevels as a result.

What evaluation techniques

should be used?Demonstrating return on investmentfor video can be difficult if it is partof an integrated campaign. Being clearon the success factors makes it easierto measure whats important and seekthat information at the right time inthe future. It also helps in the reviewprocess to understand what lessonscan be learned and improved uponfor next time.

Vid i th mo visua wat tl str an i ngagin.I i bs fr l la intrnacmmunicatin, n ncssarilcrrat sa

Employee Communications

Manager, HSBC

1. 3. 4.

2.


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Usin eistin frmat mak iasir t sl int busins

Simon Watson, Account Manager,

Nationwide

Behind every video is a team. Familiar formats are not only helpful for audiences, they make the most of everyonesstrengths and areas of expertise to make the production happen. Formats bring structure, which means everyone canadd something unique to the process. This helps to remove some of the pressure of more traditional corporate filmsas boundaries and clarity of roles are created.

These teams are often made up of three types of contributor:

6. BONUS! FAMILIAR FORMATSMAKE LIFE EASIER

As communicators embedded in anorganisation, no-one knows the businessand audiences like you do. With thisknowledge already available, this helpscreate a strong business case for selectingcertain formats.

Describing a familiar approach can helpget executive buy-in if they understandwhere you are coming from. It alsoencourages informed conversationsaround the type of content that is fit for

TV with stakeholders. Sometimes videoisnt always the answer, which meansother channels that may be more suitablecan be considered.

The broadcast industry is madeup of freelancers who move arounddifferent shows from daytime TV, tofilling peak viewing slots in the evening.Production companies, like ITNProductions, have access to this talentpool will be able to create an authenticviewing experience of your chosen format.

Using familiar formats means thedevelopment aspect is alreadyunderstood, so there are fewer risks

than trying something new. It alsomeans the video company has morecreative headspace. They understandthe boundaries and know how far topush what has gone before to producesomething that still feels unique foryour business.

These people know their stuff andare experts in their field, bringingknowledge and insight. They are crucialfor ensuring the credibility of a story,perhaps even reviewing the languagemeets legal or regulatory requirements.

They are also helpful for sense-checkingthe content. A wrong word or phrasecan turn an audience off in a second.Having the input of subject matterexperts in the planning and scripting

stages helps save time at the pointof delivery. Their early buy-in oftenresults in helping to promote thevideo too.

Communicators Video productioncompany

Subject matterexperts

Summary point 2:

Thinking like a broadcastermeans finding a new perspective,taking a character-drivenapproach, and attractingan audience.

Video teams understand their

role and boundaries whenworking to a clear structure.


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If you have one, social intranets aregreat for tapping into employee mood.Pick out topics that are drivingconversations and emotions. It willinterest viewers because it is relevantand guarantee them to tune in.Chances are theyll be aligned to thebusiness priorities at that time, andthe overriding programme theme.

Traditional channels can work well too

for involving audiences. Publicise thefilming date, and ask people to emailtopics they would like to see covered they could even submit a questionor two. Use the intranet to enablevoting from a list of three topics.

Choose people around the business whoare credible in the eyes of the audience.Find a mix of junior and senior people,customers too. What makes them special have they experienced similar challenges,shared the same emotions as thepeople watching? They need to resonate,sound authentic, inspire confidenceand know what is going down in thereal world.

The same goes for the host or presenter.Decide what they are there to do. Are theyfacilitating on behalf of the audience?Perhaps theyre an external guest andwill pose the questions that others aretoo scared to ask.

We asked Lorraine Hambleton, ITN Productions Communications Associate, how best to use an internalcommunicators channels mix when creating videos. Lorraine previously lead HSBCs award winning TV channelfor UK employees, and was also Head of Channels at RSA insurance.

Once the purpose of a film is clear, then its time to work out the process and detail. Here are some practical

examples for sourcing the key ingredients of a topical debate TV format. The same principles could be applied

to many types of corporate video.

7. HOW TO MAXIMISE YOURCHANNELS MIX

Using a variety of creative approachesfor the video works because it bringsan element of surprise. Within thestructure of your format, chosewhatever treatment is appropriatefor the message. From animation,user generated content, a montage ofarchived footage or simple interview.

Channels

for stories

Real people

for characters

Variety

for videos

Summary point 3:

Set a clear sense of purposefor the video, that is alignedto business goals.

Understanding what

success looks like helps withmeasurement and evaluation.

Maximise channels at yourdisposal to source the keyelements of a programme,and keep it real.


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Format: Daytime TV programmeand monthly Pay Day Podcasts

Client: Morrisons in partnershipwith internal communications agencyscarlettabbott (who are the talenteddesigners of this white paper!).

Objectives: To promote and engagethe entire workforce in Morrisons newpensions plan to help the employeeswith their financial management.

Audience: 134,000 staff across the wholeorganisation, from the shop floor throughto the distribution offices and HQ.

8. IN PRACTICE: MORRISONSMONEY MAKEOVERS

With a varied audience we needed to create content that would be relevant and appealing for all. We looked to recreate a classicday time TV format, the Money Makeover. After a launch film to get our audiences attention we produced a mini series trackingthree Morrisons staff on a personal journey to financial freedom. We also produced Pay Day Podcasts, bite size information

videos that were distributed each payday to help Morrisons employees money go further. Morrisons Money Makeovers was leadby charismatic financial guru, Alvin Hall.

According to a survey

of Morrisons staff felt their understandingof finance had improved thanks to theinitiative and around

have signed up for the pension scheme.

45,000

9,500www.itnproductions.co.uk/work/money-makeovers-internal-communications-series/
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We asked ITN Productions reporters, for their views on the type of stories that

warrant having a reporter to tell a story for internal communication videos.

The majority of our surveyparticipants see the value ofreporter led programmes within

their business, so we asked expertsaround ITN to share their insight.

Reporter led films are structured

like a news report,out on locationat the heart of the story. Giving theimpression of an independent

journalist looking in on your business,they add authority and authenticityto your story. Naturally, we associatejournalistic reporters or presenterswith topical editorial content ornews bulletins. The role of apresenter/reporter is to deliver andclearly communicate concise andfactual information. Making complexinformation easy to understand.

Because of the structurednature of these films, they canbe commissioned and deliveredwithin a week so that your contentstays relevant and timely.

9. HOW TO MAKE AN INSIGHTFULREPORTER LED FILM

Giving InsightI see my role as deciphering complexinformation to make it clear andeasy to understand, giving viewersdeeper knowledge of a particular topic.In the corporate world, a reporter canget under the skin of a new strategy,change programme, the competition,latest products or services ormarket conditions. This in turn helpspeople hold better conversationswith customers and colleagues.

Finding HeroesI often meet people who do somethingextraordinary in the face of adversity.In business, there are so many examplesof individuals and teams who are

relentless in going above and beyondwhats expected of them. A reporter canput these people on everyones radar,provide narrative and bring out thebest in them on camera. Their storieswill be shared time and time again asthe way we do things around here.

In a CrisisThe camera hides nothing a frown,nervous twitch, or smile can speaka thousand words. Whether youreexpecting the unexpected, or reactingto a crisis situation, a reporter can getstraight to the point. Nothing fancy,just pure simple journalism. Today, itcould be anything from financial crisis

to a social media campaign gone wrong.A reporter can help internal audiencesmake sense of what is going on andanswer the questions on their minds.They help senior executives talk openlyon camera and from the heart. It helpsaudiences to feel like theyre in safe hands.


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We asked Natasha Shallice, Series Producer of ITV1s The Agenda,

what to look out for when making a panel show.

Produced by ITN Productions,The Agenda is the first panel show

of its kind. It features top politicianssitting alongside celebrities andpublic figures, opening up politics toaudiences in new ways by blendingmore traditional debate about

politics, with arts and popular cultureand at times humour. It is a forward-thinking, topical, current affairsdiscussion show, the style is meantto be an approachable, informativeand easy to watch.

10. HOW TO MAKE AGREAT PANEL DEBATE

Why does this type of panel debate

work well for internal audience?

4 MULTIPLE MESSAGES CANBE ADDRESSED QUICKLY

AND EASILY4 TOPICS CAN BE ALIGNED TO A

COMPANYS PRIORITIES, GIVINGTHE SHOW A CLEAR PURPOSE

4 IT IS EASIER FOR PEOPLE SHOWTHEIR HUMAN-SIDE AND PUTFACES TO NAMESCharacters

Four people make up the panel with a50/50 gender split. Tom Bradby, politicaleditor of ITV, facilitates the debate. There is

always a politician and they are joined bycelebrities, journalists, business people orpublic figures. We like to have people onwho the audience recognise and warm to,whose opinion they will respect. We wantthe audience to hear the panel talking aboutthings they dont usual discuss and beintrigued by what the panel have to say.

StoriesWe try to choose the most topical talkingpoints of the week, which are relevant topeoples lives. As well as exploring different

perspectives on a story and encouragingdebate, we try to ensure that there isenough space for panellists to share theirexperiences and stories so that viewerstake something away from the show.

VideosVideos are played out before each topicto set the tone of the debate, and are arounda minute in duration. They can be funny,serious and sometimes make a point for aparticular guest to answer. They give paceto the show, and keep audiences interested.

ITV's The Agenda

4 THE FIRST PANEL ONWHICH THE ACTINGPRIME MINISTER HAS

MADE AN APPEARANCE4 AVERAGE 1.2M VIEWERS

A WEEK

4 FIVE SERIESCOMMISSIONED SO FAR


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6. WHAT FANTASY OR REALHEADLINES COULD WORK?LIST 3 SHORT UPDATESEMPLOYEES NEED TO KNOW:

a. First

b. Second

c. Third

7. WRITE THE PRESENTER LINKS.

a. Welcome and introductionto the programmes topic

b. Welcome guests

c. Introduce the video

d. Back reference to the video,and introduce the debate

e. Link to move audience ontothe next section

f. Fantasy headlines(or quick round-up format)

g. Closing remarks

1. WHAT IS THE BUSINESSPROBLEM THAT NEEDS

COMMUNICATING

2.WHAT IS THE OVERRIDINGTHEME FOR DEBATE

E.G. CUSTOMER SERVICE

3.WHO IS THE HOST, AND WHY

4.WHO ARE THE FOUR PANELGUESTS, AND WHY

5.WHAT TYPE OF VIDEOCOULD BE CREATED TO SET

THE TONE OF THE DEBATE

This is your space to get some creative juices flowing. Use the structure below to shape your own topical panel debate show.

YOUR TURN! SHAPE YOUR OWNINTERNAL PANEL TV SHOW


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I didnt know that ITN had acorporate video production service,what are your capabilities?

We help internal communicationsprofessionals who are looking tochange the way they use video.From a documentary style film throughto a highly polished debate film,our focus is on great storytelling andhigh production values. Our aim is to

help you to redefine what is possiblewhen using video to communicate.

ITN is a well-known brand, doesthis mean you are expensive?

We are lucky enough to sit on top ofITNs vast news gathering infrastructure.This makes us able to take on projects ofany size and within very tight time scales,while maintaining production quality.Our foundation in ITN means that wecan work on the smallest budgets but

also scale up to take on productionsof any size, any where in the world. If youwould like to discuss a brief or seeexamples of work that we have producedwithin your budget do get in touch.

This paperaimed to giveinsight to internalcommunicatorson the world of TVand its knowledgeof attracting andengaging audiences.

We are grateful for the contribution of

our clients and the wider IC communitywho have fed into our research.

We have used TV formats for clientsincluding KPMG, Morrisons, Avivaan IPg Media Brands. If you would beinterested in seeing some examples feelfree to get in touch and we will help youto explore the possibilities.

Simon Baker,Head of Corporate & Creative Video

T: 0207 430 4511E: [email protected]

We are on handto assist andsupport you throughevery stage ofyour video project.From briefdevelopmentand consultative

workshops through to final delivery

and implementation. Feel free to get intouch for expert advice on re-shapingyour internal comms agenda this year,wed be delighted to hear from you.

Charlotte De Maria,Account Manager

T: 0207 430 4770E: [email protected]

FAQS AND FRIENDLY FACES

FAQs

www.itnproductions.co.uk/resources/internal-communications-video-production

@ITNProductions

We need to create a video, who should we contact?
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When used well, video has the powerto emotionally engage and movepeople to do great things. This paperencourages communicators to takeinspiration from the external broadcastworld and apply the same techniquesfor internal audiences. It has been apleasure writing this white paper inpartnership with ITN Productions.

Lrrain Hamblt,

Crrat Vid an IntrnaCmmunicatin Cnsultan

Moving image has a unique abilityto engage, inform and influence.Video is the alchemy that translatesinformation in to a compelling narrativewith the ability to change attitudes,shift perceptions and alter behaviours.At a time when film is so readilydistributed and shared it is essentialthat communication strategies arestructured with video at their core.As the barriers between broadcast and

non-broadcast content and above theline and below the line communicationfade away successful organisationsneed to take the best from across thecommunication landscape to creategenuinely compelling content.ITNs white paper offers a practicalinsight to this emerging environment.

Marc rgin,CEO, T IVCA

Video is playing an increasinglynoisier role in the world of internalcommunication, particularly as away to start conversations. I welcomethis publication as a chance forcommunicators to explore whatworks and consider techniques

to add to their own mix.

Rach Millr, Dirctr,Al Ting IC

We have always been impressedwith not just the quality of the finalproduct, but also of the experienceof working with ITN. As a partnerthey take the time to fully understandthe objectives of each project andwork collaboratively with us, andour client, throughout the process.With their focus on quality andprofessionalism, wed heartilyrecommend ITN as a film partner

for employee communications.

Charltt Mannin,Ha f Clin Srvic,

scarlttabbt

itn productions tv formats for business white paper

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