M2 Justify the Choice of Planned Components by Targeted Media Sector

TV trailer:

My TV trailer will be shown on BBC1 and BBC3 as well as being uploaded to a YouTube channel for the show. According to a survey carried out amongst the target audience, television and YouTube were two of the most common places they had seen an advert for their favourite drama series. This shows these are proven ways to catch the audiences attention so it will be an effective method of gaining a wider audience. Furthermore, by showing the trailer on BBC channels it can be seen by an audience who may not have otherwise become aware of the show (for example people who don't use social media). Especially for BBC3, the viewers watching are largely the target audience for the show so it will be valuable to show them the trailer and hopefully make them excited for the show's release. It will primarily be aired around 7-9pm on these channels because this is when the audience are most likely to be watching TV (after school/work). 

YouGov suggests that 99% of people they surveyed have heard of YouTube and it is popular among 77% of those people with only 3% saying they dislike it. This would suggest that it is an important medium to use because it is widely popular and therefore expands the audience that may see the trailer and want to watch the show. 

The BBC uses YouTube as well as their own broadcasting channels to advertise their shows, for example Killing Eve has a YouTube channel where the trailer can be watched and they also upload other content such as behind the scenes and clips from the show which helps to engage the audience. YouTube is a valuable platform for reaching new audiences because their algorithm recommends videos based on interests which means it will be seen by people who are likely to enjoy the show. 

I chose to make my TV trailer relatively short in length (43 seconds) because this will help to engage the audience without losing their attention. With the target audience being primarily teenagers (15-21) they are likely to have a short attention span and therefore will be more interested by a fast-paced trailer. In addition, the trailer is hinting towards themes in the show, such as crime, but it doesn't give too much away which builds suspense and excitement before the release because people want to know more so they are more likely to watch the show to find out. 

The survey also suggested that video trailers are the one of the most common ways that people heard about their favourite TV drama, coming second to recommendations from friends. This means that the TV trailer will be an effective way of inspiring the audience to watch the show, and it may also lead them to tell their friends about it. 

Radio trailer:

The radio trailer will be played during advertisements on BBC Radio 1 as well as BBC Sounds, at around 4-6pm as this is when people would be home from work/school and potentially listening to the radio. 

YouGov suggests that 76% of people are fans of BBC Sounds. Although the teenage audience wouldn't typically listen to the radio, podcasts are very popular and BBC Sounds is one way in which people can access them. This means that my trailer can be heard when listening to such podcasts which would therefore give further access to the target audience. For example, it could be played during an advertisement before a podcast about another BBC3 show, such as 'Obsessed with Killing Eve', which is likely to be listened to by a similar target audience to my show. 

The use of Radio 1 will allow the trailer to reach an audience who otherwise may not have heard about it, it is aimed at a mainstream audience which is primarily 15-29 year olds so it will be beneficial for my show. Furthermore, the content of the trailer is exciting and it will engage the audience which may mean they tell their friends about it. This is proven to be an effective way of reaching more potential viewers, according to the previously mentioned survey. The BBC typically use their own platforms to advertise new products such as new shows, meaning that it would be a suitable medium to use for advertising my show. 

Poster:

The poster for my show will mainly be seen in bus stop advertisements, primarily in bus stops which are used by people going to school or university. It will also be seen on a small amount of billboards in busy areas such as city centres. By placing it in these locations, there is a higher chance that it will be noticed by the target audience as well as others which increases the publicity of the show. Although the poster doesn't give a lot of information about the show, it aims to intrigue people which will inspire them to find out more and therefore want to watch it. 

The BBC use billboards and posters to attract the interest of potential audiences, for example they created a 'living billboard' for the show His Dark Materials which grabbed the attention of many people who may not have heard about it previously. Using public spaces to advertise means that it can be seen by anyone, it doesn't limit the audience to those who already watch TV or use social media. In addition, posters can be less overwhelming than other mediums because it's more simplistic and doesn't require the audience to take as much time to notice it but it can still attract their interest. The billboards and posters will be visible at the same time the rest of the campaign is being released, this means that people may hear about it through multiple mediums and become intrigued to find out more. 

Social media:

The primary social media platforms I have chosen to use are Instagram and Twitter. The survey carried out among the target audience revealed that Instagram was the second most popular platform (behind YouTube). Twitter is more likely to be used by the older section of the demographic but it can be more effective for engaging the audience. Social media is a very valuable way of accessing the target audience because it is very widely used by teenagers/young adults which makes it more likely to catch their attention. 

Instagram:

YouGov suggests that 97% of people have heard of Instagram and it is liked by 48% of these people. This is likely due to the fact YouGov surveys people of all ages and the older audiences don't typically use social media as much. However, it is ranked as the 3rd most popular social network showing that it does have a significant influence. The survey taken specifically among the target audience suggests that Instagram was the second most popular social network for this age group. For this reason, it is an extremely valuable way of reaching the desired audience. Instagram is used in my advertising campaign to share behind the scenes content as well as teaser images and the TV trailer. This will engage the audience because it builds excitement surrounding the show and it can make them feel more actively involved. Furthermore, a key role of the social media aspect of the campaign is around starting a mental health discussion among the audience. This will again engage the audience and make then feel more connected to the show because it can help them to feel less alone and more recognised. 

Twitter:

Twitter is used in a similar way to Instagram, there will be posts related to the show which encourage a discussion in the responses. Across the campaign the tagline for the show will become a hashtag which means people are able to share their own posts and this will build a fan base which anyone can join. For both platforms, content will be gradually released to keep the show in people's mind in the build up to it's release. 

BBC shows have proven previously that social media can be an effective tool in gaining the interest of the younger audience. For example, Killing Eve had a Twitter and Instagram account throughout and before the shows release where they posted content about the show such as interviews with actors and behind the scenes clips. This meant that the audience built up a connection to the show which made them more likely to not only watch it but tell their friends about it. Therefore by using popular social media platforms it will aid my campaign's publicity and gain a loyal fan base from even before the show's release. 

Mobile app:

The mobile app aims to further develop the support of those who are already interested in watching the show, therefore it targets a more niche audience. The audience will be encouraged to download the app through social media. Due to it being based around continuing the discussion started on social media, it will help the audience to feel closer to the show which will increase the chances of them telling others to watch it. They will use the mobile app as both a source of entertainment and a place to go if they need help, this means that it will benefit them so they will have a positive view of the show. 

The BBC has previously used the medium of a mobile app for the show His Dark Materials. This meant that the audience could essentially interact with the characters from the show, similarly to my app. This was successful for the show because it meant they could build a greater connection to the characters and thus enjoy the show more and want to encourage their friends to watch it too.