mediaschool 2009 discovery shorts category by discovery networks central europe
TRANSCRIPT
Mediaschool 2009
DISCOVERY SHORTS categoryby
Discovery Networks Central Europe
1. Introduction – who we are as Discovery?
2. What we are looking for
1. Discovery Channel
2. Discovery Historia
3. Visual qualities – what it looks like
4. Language – how it talks & Attitude – how it talks
5. What we are not looking for
6. Discovery Shorts – examples availabe for reference
Discovery Networks Central Europe is a division of Discovery Communications - world’s number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries.
Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks and leading consumer and educational products and services, as well as a diversified portfolio of digital media services including HowStuffWorks.com
In Europe, the Middle East and Africa, 12 Discovery brands reach 199 million cumulative subscribers in 103 countries with programming customized in 24 languages
Across Central European region incl. Poland, Romania, Hungary, Czech Republic and Slovakia Discovery operates 7 channel brands such as Discovery Channel, Animal Planet, Discovery Science, Discovery World, Discovery Travel&Living, Discovery HD and Discovery Historia realised in cooperation with TVN
Well educated Affluent
House owner
TV addict
Traveller
Searching for value in TV
New technology
Internet user
Health conscious
who – the audience
Curious and passionate
about the world
who – the audience• Discovery Channel is about true to life stories - our programmes are based
on real life - people and stories. Our audience doesn’t want to watch traditional documentaries about Egypt and gazelles anymore! They want to get engaged, get experience and be inspired!
• We are about a passionate, adventurous and expansive life (information and knowledge is only the start).
• We are about factual entertainment.
• We encourage our viewers to ‘go and do’ after they ‘know and experience’.
• We share new ideas and ways to broaden & activate people’s life. We are dynamic and inspire!
• Our viewers are curious about the world and want to feel emotions. They are hungry for knowledge about the world they live in and want to extend their experience.
• But want it in an easy, innovative and entertaining manner.
what – our brand values• True is key to all we do. We see and show things and situations as they are. What we do
is honest and accessible. We show people and situations without distortion. Truth can be about personal viewpoints, so we try to be balanced about it. But it also means we are not shy about offering our point of view either!
• Knowledgeable is about knowing the world and about knowing how lives are lived. It is about having experienced the broad variety of lives and situations. That’s why we can bring the most fascinating, absorbing and interesting experiences to our audience. It’s also about us seeking to know more. It is not about being a show-off. It’s not stuffy or pretentious.
• Stories engage people. We all love a good story. Presenting people and situations in the form of stories make it personal and captivating. It allows us to bring out the passion and the vividness of lives as they are lived.
• Enriching is about broadening our audience’s view of their world and life in general. It’s about more than just entertainment. We give our audiences pause for thought. But we don’t play teacher, and it doesn’t feel like being in a classroom, on screen or at work.
• Innovative is about being new and original. It is about the drive to discover new things and new ways. It’s about pushing boundaries and expanding horizons, both for our audience and for us.
what – the contentStories should be universal as we believe that this is a story that
matters and not the place of production.
Core genres:
True to Life, Human stories, Survival & Disaster (Bear Grylls: Ultimate Survival, Deadliest Catch, Dirty Jobs, Zero Hour, Everest, Chris Ryan’s Elite Police)
Engineering (Extreme Engineering, Building the Future, Mega Builders, Built from Disaster)
Gearhead/motorization (American Chopper, Hot Rod, Rides, Engineering the World Rally, Chop Shop, Street Customs Berlin)
Pop Science (Mythbusters, How it’s Made)
Martial arts
what – the content
With the right tone and approach, no subject area need to be out of bounds:
FutureExtreme anthropologyWeatherAdventureMartial Arts Modern cultureDisaster scienceHobbies
Creative filters:
• Entertainment + (we are first and foremost an entertainment channel but there must always be a degree of take out/added value)
• Universal stories
• Accessible and intelligent
• Innovative, fresh and surprising
• People, stories and passions
• Emotionally engaging
• Raw and real
• Outward looking
what – the content
Channel and audience
• Discovery Historia is a modern format documentary television that offers fresh look and innovative approach to historical issues
• Discovery Historia presents wide range of high quality programs related to the Polish and world history, shown in an interesting and apprehensive way
• It's a dynamic, thought provoking offer adapted to young viewers’ individual needs. Programmes broadcast on Discovery Historia take you to the very centre of the historical events. Discovery Historia is also dedicated to the contemporary history and its influence on the present world.
• The channel is operating in Poland and is targeting mainly men, curious and passionate about history and willing to look at the history from a new perspective and various points of view
• The target audience of Discovery Historia is slightly older than of Discovery Channel
what – brand values
• Personal - presenting people’s own experiences• Revealing - unknown facts from history• Objective - presenting opinions of each side, without imposing conclusions
on viewers• Gripping - variety of topics presented in an attractive form• Intriguing - history in many aspects and from various perspectives• Trustworthy - only proved facts; if hypothesis, then based on opinions
of experts
what – the content
• Comprehensible – the topic covered always must be understood for people all over the world
• Personal – the stories presented should be perceived through people’s experiences and perspective
• Witty – amusing for the audience• Trustworthy – can deal with contemporary times or the past but the data
presented must be verified• Expert – should convey some data e.g. dates regarding history / historical
events / objects / places / people / social movements etc.
Visual qualities – what it looks like:
• Intimate / Close in – Being part of the moment and the emotion. The smaller moment tells the bigger picture.
• The Moment – Capturing that special moment when you drop in on something. It’s un-contrived, un-posed that captures the essence of the story
• Between people – Like the moment but in context of people interaction. Dropping in on real and truthful moments between people and their lives.
• Revelatory – Seeing beyond the obvious
• The Other view – A sideways glance. How quirky and surprising life can be. Taking the other angle, through a different lens.
Discovery Channel & Discovery Historia
Language – how it talks
• Incisive – Analytical, cuts right to the point• Witty • Informal – Never stuffy. Not didactic and personable. Relatable.• Honest – A balanced non prejudiced point of view. Not mincing words or shying away from the
truth• Intelligent • Emotive – Not just happy or sad. But powerful. Leaves our audience feeling something
Attitude – How it Walks
• Personable – Not conservative. Comes from real people, non corporate. From a friends in conversation
• Captivating – A great raconteur. You can’t help being drawn in.• Inclusive – Not snobby• Brave / Spirited – Actively seeks out new ways. Takes chances in order to be more accurate to
the experience.• Unpredictable/Creative – Constantly surprising.• Experienced – Wise but not patronising. You trust them due to their experience.
Discovery Channel & Discovery Historia
what we’re NOT looking for
Intellectual, highbrowPolitics/Social issues/Current affairs Fluffy/SentimentalWorthyDry factsTalking headsViolenceSensationReality TV Comedy show (well balanced sense of humour is acceptable but never any kind of parody or laughing at)Propaganda and demagogy
Some Discovery Channel Shorts are available as example for download
The url is ftp1.discovery-europe.comThe user ID is discoveryshorts
The password is dnce
In case of questions please contact:
Monika Kinal at [email protected]
or
Olga Gajdzińskaat [email protected] tel. +48 22 210 12 38
Agnieszka Szmit at [email protected] tel. +48 22 210 12 84