making tv inspired formats work for your businessstatic.itnproductions.co.uk/itn/2014/05/itn...at...

MAKING TV INSPIRED FORMATS WORK FOR YOUR BUSINESS

Making TV inspired formats work for your business

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


“We set out to reveal what internal communicators can learn from the world of TV.

At ITN Productions we get the chance to work across both broadcast

programming and corporate film production. This gives rise to opportunities of crossovers between the two.

Take for example, TV formats. In the broadcast world formats are used and reused to great effect because they are tried and tested at achieving ratings. However for corporate films we rarely see TV formats being used at all.

Join us as we explore in this whitepaper how TV formats can, and are, being used successfully to attract internal audiences and to drive engagement.

As well as understanding the benefits of employing familiar formats across your corporate film content, this paper aims to provide a practical framework to help you shape your own original video strategy.”

Simon Baker Head Of Corporate & Creative Video, ITN Productions

that’s how many comms professionals attended our TV formats workshops and

fed into the research findings for this white paper. The sessions took place on the set of the ‘The Agenda’, a panel show that we produce for ITV.

HELLO

of our attendees told us that they could see themselves using TV formats in their companies

could see themselves using reporter led films

Panel debates were also popular, with

wanting to try out this format

are planning to use more video in 2014

Workshop attendees had the chance to produce and record their own internal communications programme 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 highlighted the increasing relevance of TV formats in corporate communications:

A big thank you to everyone who contributed to this research

50

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

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


“The beauty of the moving image is that it takes the dryness out of what is purely a little written message. It gives it body. Soul.”

Jon Snow, Presenter, ITN

Video in the workplace is on the up, and recognised as an important part of the internal communications channels 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 company produce an internal comms video?

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1. THE FUTURE OF CORPORATE VIDEO

“It’s 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 communicate strategy 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 Communications Association (IVCA)


“Video is a unique channel to engage a range of audiences in a format that people feel comfortable with”

Tobi Noble, Head Of Engagement And Communications, Care UK

“Finding formats that people are already familiar with is key”

Christine Hobart, International Communications Senior Manager, Grant Thornton International

“Imagine you are creating a comfort blanket for your viewers. Warm, comfortable, familiar”

Lorraine Hambleton, Corporate Video Consultant

In broadcast, the same formats are used again and again because the audience 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 said for IC videos. If you have a suitable internal platform, like these conversations will start to drive engagement with the format and content to ultimately build a following. You can then monitor conversations and 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 amount they consume is constantly changing. They are digesting more videos, in better quality, anytime and anywhere.

Advancements in technology and social media platforms in the work place are blurring the lines between professional and personal content consumption. This has a direct impact on employee content consumption habits at work.

Audiences want to watch the same quality compelling content at work as they do at home, which brings many benefits for opening up TV formats to internal audiences.

2. ENABLING YOUR AUDIENCE TO TUNE IN TO THE FAMILIAR

4 KNOW THE FORMAT AND WHAT TO EXPECT, SO IT WILL RETAIN YOUR AUDIENCE’S ATTENTION FOR LONGER

4 RECOGNISE THE ROLE OR CHARACTER EACH PERSON PLAYS

4 UNDERSTAND YOUR MESSAGES AND CALL TO ACTION MORE EASILY

Using the familiar means your audience will:

When there are a million-and-one other priorities like serving customers and running a business, TV formats help to remove barriers from your audiences enjoyment and engagement of your content.


The quantity and frequency of your videos may help to dictate the best format to consider.

For example, a quarterly video could work as a leadership panel debate, with talking points aligned to the priorities of your business within that period.

Whereas a weekly video lends itself well to a magazine style show with the help of presenters and pre-filmed sections.

Exclusive reporter led films or special documentaries could work for videos commissioned on an ad hoc basis or as a reaction to a business event.

Increasing the frequency of films allows more time to build themes and showcase examples of best practice within your business.

“Don’t be afraid to use existing formats – making audiences comfortable is key”

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 taking inspiration from the stuff they see on

and applying key elements to their company 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 recreation of an existing programme. Broadcasters are constantly being inspired by what’s already gone before, and shaping it into something new that belongs in a different environment or context.

We have explored how audiences are creatures of comfort and yearn the familiar. The last thing they want to do is try too hard getting their head around a new show. If your content reminds them of something they already know, they are more willing to engage with it.

3. WHICH TV FORMAT WOULD WORK FOR YOUR COMMS STRATEGY?

97%

telly,

Weekly Magazine ShowAd Hoc Special Report

Quarterly Panel Debate

Summary point 1:

The demand for corporate video is growing.

Audiences expect the same quality of content inside the workplace as they do in their personal lives. They yearn the familiar.

Recreating familiar formats should be seen as a strength for internal audiences.

The regularity of content lends itself to different types of tried and tested formats.

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Panel DebateDocumentary

Reporter LedOther


Thinking more like a broadcaster is a useful skill to have in the modern corporate 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 drivenFinding someone who has something to say, has a bit of personality and will come alive on camera is no mean feat. Will they capture the viewers hearts through their charisma, drive or journey they are on? The right characters create a following and an emotional connection with your viewers.

Viewing figuresFormats are often re-used because they guarantee ratings, however in corporate communications the popularity of a programme is not the end of the story. It is important to measure and understand what action is taken afterwards. Driving a change of perception, interests, behaviours or conversation are all essential to the planning phase.

High production values Not only should your video tell a great story and engage people, it should also look great. TV broadcasters know the value of ensuring high quality production values across their content. Implementing stylish graphics, sound design and thinking about filming locations can lift the production values of any film to enhance the look of your content and make sure viewers come back for more.

4. THINKING LIKE A BROADCASTER

“Video making should be part of the IC skillset”

Krishan Lathigra, Head of Research and Evaluation, Foreign Commonwealth Office

A New perspectiveDigging deep under the surface of the things that audiences take for granted every day can provide a new perspective. This may be helpful in corporate environments where some messages are cyclical or activities taken for granted.

For example, what really happens in that far-flung data-centre? Meeting the technicians who work overnight to keep customer-facing systems running could shed a completely different light on who helps to deliver brilliant customer-service.


Making a corporate video is not just about glossy films that look nice. It needs to have a purpose aligned to business and communications objectives 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 STRATEGIC APPROACH

What is the communication issue that needs addressing?

Set an overriding theme to the programme that is clearly aligned to the company strategy. This helps drive the editorial agenda for the content and boundaries around what is or isn’t included. Keep it simple, for example, the theme could be about customer service.

How should people feel after they’ve watched it?

Video is highly emotive – it can lift individuals and teams in a second, or bring them down for the rest of the day. Think about what emotions need to be stirred, that will change behaviour and drive action.

What does success look like?

This is directly linked to the communication issue being addressed and helps define clear calls to action. Being clear on the desired outcome and agreeing upfront what content is unique to the video makes it easier to measure.

For example, the video could feature a team who have a process for freeing up more time to spend with customers. If so, will there be an uplift in product sales or improved customer service levels as a result.

What evaluation techniques should be used?

Demonstrating return on investment for video can be difficult if it is part of an integrated campaign. Being clear on the success factors makes it easier to measure what’s important and seek that information at the right time in the future. It also helps in the review process to understand what lessons can be learned and improved upon for next time.

“Video is the most visual way to tell a story and is engaging. It is best for ‘people lead’ internal communications, not necessarily corporate speak”

Employee Communications Manager, HSBC

1. 3. 4.

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“Using existing formats make it easier to sell into a business”

Simon Watson, Account Manager, Nationwide

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

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

6. BONUS! FAMILIAR FORMATS MAKE LIFE EASIER

As communicators embedded in an organisation, no-one knows the business and audiences like you do. With this knowledge already available, this helps create a strong business case for selecting certain formats.

Describing a familiar approach can help get executive buy-in if they understand where you are coming from. It also encourages informed conversations around the type of content that is fit for TV with stakeholders. Sometimes video isn’t always the answer, which means other channels that may be more suitable can be considered.

The broadcast industry is made up of freelancers who move around different shows from daytime TV, to filling peak viewing slots in the evening. Production companies, like ITN Productions, have access to this talent pool will be able to create an authentic viewing experience of your chosen format.

Using familiar formats means the development aspect is already understood, so there are fewer risks than trying something new. It also means the video company has more creative headspace. They understand the boundaries and know how far to push what has gone before to produce something that still feels unique for your business.

These people know their stuff and are experts in their field, bringing knowledge and insight. They are crucial for ensuring the credibility of a story, perhaps even reviewing the language meets legal or regulatory requirements.

They are also helpful for sense-checking the content. A wrong word or phrase can turn an audience off in a second. Having the input of subject matter experts in the planning and scripting stages helps save time at the point of delivery. Their early buy-in often results in helping to promote the video too.

Communicators Video production company

Subject matter experts

Summary point 2:

Thinking like a broadcaster means finding a new perspective, taking a character-driven approach, and attracting an audience.

Video teams understand their role and boundaries when working to a clear structure.


If you have one, social intranets are great for tapping into employee mood. Pick out topics that are driving conversations and emotions. It will interest viewers because it is relevant and guarantee them to tune in. Chances are they’ll be aligned to the business priorities at that time, and the overriding programme theme.

Traditional channels can work well too for involving audiences. Publicise the filming date, and ask people to email topics they would like to see covered – they could even submit a question or two. Use the intranet to enable voting from a list of three topics.

Choose people around the business who are 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 the people watching? They need to resonate, sound authentic, inspire confidence and know what is going down in the real world.

The same goes for the host or presenter. Decide what they are there to do. Are they facilitating on behalf of the audience? Perhaps they’re an external guest and will pose the questions that others are too scared to ask.

We asked Lorraine Hambleton, ITN Productions Communications Associate, how best to use an internal communicators channels mix when creating videos. Lorraine previously lead HSBC’s award winning TV channel for 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 YOUR CHANNELS MIX

Using a variety of creative approaches for the video works because it brings an element of surprise. Within the structure of your format, chose whatever treatment is appropriate for the message. From animation, user generated content, a montage of archived footage or simple interview.

Channels for stories

Real people for characters

Variety for videos

Summary point 3:

Set a clear sense of purpose for the video, that is aligned to business goals.

Understanding what success looks like helps with measurement and evaluation.

Maximise channels at your disposal to source the key elements of a programme, and keep it real.


Format: Daytime TV programme and monthly ‘Pay Day Podcasts’

Client: Morrisons in partnership with internal communications agency scarlettabbott (who are the talented designers of this white paper!).

Objectives: To promote and engage the entire workforce in Morrisons’ new pensions plan to help the employees with their financial management.

Audience: 134,000 staff across the whole organisation, from the shop floor through to the distribution offices and HQ.

8. IN PRACTICE: MORRISONS MONEY MAKEOVERS

With a varied audience we needed to create content that would be relevant and appealing for all. We looked to recreate a classic day time TV format, the ‘Money Makeover’. After a launch film to get our audience’s attention we produced a mini series tracking three 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 lead by charismatic financial guru, Alvin Hall.

According to a survey

of Morrisons’ staff felt their understanding of finance had improved thanks to the initiative and around

have signed up for the pension scheme.

45,000

9,500www.itnproductions.co.uk/work/money-makeovers-internal-communications-series/

http://www.itnproductions.co.uk/work/money-makeovers-internal-communications-series/




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 survey participants see the value of reporter led programmes within their business, so we asked experts around ITN to share their insight.

Reporter led films are structured like a news report, out on location at the heart of the story. Giving the impression of an independent journalist looking in on your business, they add authority and authenticity to your story. Naturally, we associate journalistic reporters or presenters with topical editorial content or news bulletins. The role of a presenter/reporter is to deliver and clearly communicate concise and factual information. Making complex information easy to understand.

Because of the structured nature of these films, they can be commissioned and delivered within a week so that your content stays relevant and timely.

9. HOW TO MAKE AN INSIGHTFUL REPORTER LED FILM

Giving Insight“I see my role as deciphering complex information to make it clear and easy to understand, giving viewers deeper knowledge of a particular topic. In the corporate world, a reporter can get under the skin of a new strategy, change programme, the competition, latest products or services or market conditions. This in turn helps people hold better conversations with customers and colleagues.”

Finding Heroes“I often meet people who do something extraordinary in the face of adversity. In business, there are so many examples of individuals and teams who are relentless in going above and beyond what’s expected of them. A reporter can put these people on everyone’s radar, provide narrative and bring out the best in them on camera. Their stories will be shared time and time again as ‘the way we do things around here.’ ”

In a Crisis “The camera hides nothing – a frown, nervous twitch, or smile can speak a thousand words. Whether you’re expecting the unexpected, or reacting to a crisis situation, a reporter can get straight to the point. Nothing fancy, just pure simple journalism. Today, it could be anything from financial crisis to a social media campaign gone wrong. A reporter can help internal audiences make sense of what is going on and answer the questions on their minds. They help senior executives talk openly on camera and from the heart. It helps audiences to feel like they’re in safe hands.”


We asked Natasha Shallice, Series Producer of ITV1’s 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 politicians sitting alongside celebrities and public figures, opening up politics to audiences in new ways by blending more traditional debate about politics, with arts and popular culture and at times humour. It is a forward-thinking, topical, current affairs discussion show, the style is meant to be an approachable, informative and easy to watch.

10. HOW TO MAKE A GREAT PANEL DEBATE

Why does this type of panel debate work well for internal audience?

4 MULTIPLE MESSAGES CAN BE ADDRESSED QUICKLY AND EASILY

4 TOPICS CAN BE ALIGNED TO A COMPANY’S PRIORITIES, GIVING THE SHOW A CLEAR PURPOSE

4 IT IS EASIER FOR PEOPLE SHOW THEIR HUMAN-SIDE AND PUT FACES TO NAMESCharacters

“Four people make up the panel with a 50/50 gender split. Tom Bradby, political editor of ITV, facilitates the debate. There is always a politician and they are joined by celebrities, journalists, business people or public figures. We like to have people on who the audience recognise and warm to, whose opinion they will respect. We want the audience to hear the panel talking about things they don’t usual discuss and be intrigued by what the panel have to say. ”

Stories“We try to choose the most topical talking points of the week, which are relevant to peoples’ lives. As well as exploring different perspectives on a story and encouraging debate, we try to ensure that there is enough space for panellists to share their experiences and stories so that viewers take something away from the show. ”

Videos“Videos are played out before each topic to set the tone of the debate, and are around a minute in duration. They can be funny, serious and sometimes make a point for a particular guest to answer. They give pace to the show, and keep audiences interested. ”

ITV's The Agenda

4 THE FIRST PANEL ON WHICH THE ACTING PRIME MINISTER HAS MADE AN APPEARANCE

4 AVERAGE 1.2M VIEWERS A WEEK

4 FIVE SERIES COMMISSIONED SO FAR


6. WHAT FANTASY OR REAL HEADLINES COULD WORK? LIST 3 SHORT UPDATES EMPLOYEES NEED TO KNOW:

a. First

b. Second

c. Third

7. WRITE THE PRESENTER LINKS.

a. Welcome and introduction to 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 onto the next section

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

g. Closing remarks

1. WHAT IS THE BUSINESS PROBLEM THAT NEEDS COMMUNICATING

2. WHAT IS THE OVERRIDING THEME FOR DEBATE E.G. CUSTOMER SERVICE

3. WHO IS THE HOST, AND WHY

4. WHO ARE THE FOUR PANEL GUESTS, AND WHY

5. WHAT TYPE OF VIDEO COULD 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 OWN INTERNAL PANEL TV SHOW


I didn’t know that ITN had a corporate video production service, what are your capabilities? We help internal communications professionals who are looking to change the way they use video. From a documentary style film through to a highly polished debate film, our focus is on great storytelling and high production values. Our aim is to help you to redefine what is possible when using video to communicate.

ITN is a well-known brand, does this mean you are expensive?We are lucky enough to sit on top of ITN’s vast news gathering infrastructure. This makes us able to take on projects of any size and within very tight time scales, while maintaining production quality. Our foundation in ITN means that we can work on the smallest budgets but also scale up to take on productions of any size, any where in the world. If you would like to discuss a brief or see examples of work that we have produced within your budget do get in touch.

“This paper aimed to give insight to internal communicators on the world of TV and it’s knowledge of attracting and engaging audiences.

We are grateful for the contribution of our clients and the wider IC community who have fed into our research.

We have used TV formats for clients including KPMG, Morrisons, Aviva an IPg Media Brands. If you would be interested in seeing some examples feel free to get in touch and we will help you to explore the possibilities.”

Simon Baker, Head of Corporate & Creative Video

T: 0207 430 4511 E: [email protected]

“We are on hand to assist and support you through every stage of your video project. From brief development and consultative

workshops through to final delivery and implementation. Feel free to get in touch for expert advice on re-shaping your internal comms agenda this year, we’d be delighted to hear from you.”

Charlotte De Maria, Account Manager

T: 0207 430 4770 E: [email protected]

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“When used well, video has the power to emotionally engage and move people to do great things. This paper encourages communicators to take inspiration from the external broadcast world and apply the same techniques for internal audiences. It has been a pleasure writing this white paper in partnership with ITN Productions.”

Lorraine Hambleton, Corporate Video and Internal Communications Consultant

“Moving image has a unique ability to engage, inform and influence. Video is the alchemy that translates information in to a compelling narrative with the ability to change attitudes, shift perceptions and alter behaviours. At a time when film is so readily distributed and shared it is essential that communication strategies are structured with video at their core. As the barriers between broadcast and non-broadcast content and above the line and below the line communication fade away successful organisations need to take the best from across the communication landscape to create genuinely compelling content. ITN’s white paper offers a practical insight to this emerging environment.”

Marco Forgione, CEO, The IVCA

“Video is playing an increasingly noisier role in the world of internal communication, particularly as a way to start conversations. I welcome this publication as a chance for communicators to explore what works and consider techniques to add to their own mix.”

Rachel Miller, Director, All Things IC

“We have always been impressed with not just the quality of the final product, but also of the experience of working with ITN. As a partner they take the time to fully understand the objectives of each project and work collaboratively with us, and our client, throughout the process. With their focus on quality and professionalism, we’d heartily recommend ITN as a film partner for employee communications.”

Charlotte Manning, Head of Client Services, scarlettabbott

making tv inspired formats work for your businessstatic.itnproductions.co.uk/itn/2014/05/itn...at...

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